Then answer these questions. 1. Are they International or national brands? 2. What image and qualities does each one have? Use the following words and phrases to help you. [pic] 3. Why do people buy brands? 4. Why do you think some people dislikes brands? 5. How loyal are you to the brands you have chosen?
Read the article and answer these questions. 1. Which brands are mentioned? Do you know which country each is from? 2. Which companies make all of their products in their own country? Made in Europe By Jo Johnson, Fred Kapner and Richard McGregor Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or thinking of it. Coach, the US leather goods maker, is a classis example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and outsources all its products.
Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo’s Japanese licence for 20 ten years. This means that almost half of Burberry’s sales at retail value will continue to be produced under licence in Asia. At the same time however, Japanese consumers prefer the group’s European-made products. Sanyo is now creating to this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in Tokyo’s Ginza, where it sells Burberry products imported from Europe. In interviews with the FT, many executives says the top luxury brands will continue to be seen, particularly in Asia, as European.
The Business plan on Brand and Burberry
... top management team made up of A-list industry talent -Broad market base and product lines;-Global presence-Wide brand awareness; Burberry check widely ... alienate core customer base. ExternalOpportunities-growing luxury market in Asia Pacific-Extending product categories and customer segments Threats-Competition with both lifestyle ...
Domenico De Sole of Gucci says “ The Asian Consumer really dos believe – whether it’s true or not – that luxury comes from Europe and must be made there to be the best. ’ Serge Weinberg, Chief Executive of Pinault Printemps Redoute, which controls Gucci, says it will not move Gucci’s production of shore. Yet some in the industry recognize that change may be round the corner even for the superluxury brands. Patrizio Bertelli, Chief Executive of Prada, says:’ The “Made in Italy” label is important but what we are really offering is a style, and style is an expression of culture. ’ He therefore recognizes that quality fashion items may not always need to be produced in italy.
Amitava Chattopadhyay, professor of marketing at Insead, the business school, says:’ A brand is a set of associations in the mind of the consumer and one of these is the country of origin. . For luxury goods, the role of the brand is crucial. To damage it is a cardinal sin and no brand manager will want to get the balance between manufacturing location and the brand image wrong’. From the Financial Times FINANCIAL TIMES World Business Newspaper C Which of these statements are true? Correct the false ones. 1. Coach has no longer factory in Puerto Rico. 2. Coach, like many other companies, is outsourcing its product to reduce costs. 3. Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. 4. Sanyo’s store in Tokyo sells Burberry’s product made in Asia. 5.
According to Domenico De Solle, the best luxury products are made in Japan. 6. Gucci is planning to outsource some of its products. 7. Partizio Bertelli believes that luxury fashion products should always be made in Europe 8. Amitava chattopadhyay says that companies need to pay careful attention to where they manufacture their products. C. Choose the best summary of the article. a. Most manufacturers of luxury brands do not wish to produce their goods in low-cost countries because their believe that it will damage their brand image. b. Most manufacturers of top brands now produce their goods in low cost countries. Consumers no longer care about where the products are manufactured. c.
The Term Paper on Brands Page Brand Product Mcdonald
Assess the issues about branding raised in this unit in the light of ethical or responsible design. We are all branded ourselves to a certain degree, we announce ourselves through the clothes we wear, the products we buy and the car we drive, but why? The aim of this essay is to discuss how branding effects us a consumer society, what makes us remember particular brands and what moral issues are ...
Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the reputation of these luxury brands. Language Review present simple and present continuous. The Present simple and Present continuous have several uses. • We use the present simple to give factual information, for example about company activities. Coach outsources all its products. Does Burberry outsource its products? • We use the present simple to talk about routine activities or habits. I always buy Armani suits. Do you usually buy designer brands? • We use the present continuous to talk about ongoing situations and projects. Sanyo is now reacting to this demand. We use present contiuous to talk about temporary situations. We are testing a new brand at the moment. A. Which of the time expressions below do we usually use with the present simple?
Although its brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954), the typical consumer is very different. They are likely to be rich, middle-aged accountants trying to recapture their youth. The average age of Harley Davidson customers is 46 compared with 36 for the rest of the motorbike industry. At the party to celebrate the centenary, the surprise performance was actually Elton John, rather than the Rolling Stones who many people had expected. This caused many of the 150,000 riders and dealers to leave the event very unhappy. Although sales and earnings for Harley Davidson have been increasing for the past 18 years, many people see the trouble on the road ahead.
The problem is Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older, Harley Davidson may find its market shrinking. 1. What is the brand image of Harley Davidson? 2. Why were many people unhappy about the music at the party? 3. What problem could have Harley Davidson have in the future? 4. What can Harley Davidson fo to preserve it sales? Should it change its brand image? Should it look for a new market segments? Should it stretch its brand? Case 2 : JCB JCB is a world-famous engineering company. It was founded in 1945 by Joseph Cyril Bamford. He began his business working alone in a small garage. JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines.
The Essay on Building Brand Community
1.HOG has been phenomenally successful at attracting members and chapters. From nothing in 1983 it has grown to half a million members in 1,160 chapters. This is the core of Harley-Davidson’s market and it is easily reachable through Hog Tales magazine. This is particularly important for Harley given that its customers are so varied making it hard to reach them through traditional marketing ...
Now its world headquarters in England is one of the finest engineering factories in Europe. The company produces over 130 different models on four different continents and sells a full range of equipment in over 150 countries. It is truly a global brand. JCB’s research showed that its customers associated with the company with the following brand values :’yellow,’digger’, and ‘durable’. Adult saw the brand and being functional. Children, on the other hand, saw the brand as ‘big’, ‘muddy’ and ‘fun’. JCB made a decision to stretch its brand. 1. Where does the name JCB come from? 2. What was surprising about JCB’s customer research? 3. What sort of products do you think JCB developed as a result of its research?
