Celebrity Marketing Market Penetration By Image Transfer From Stars Using The Example Of The Brand Coca Cola Light Of The Beverage Producer Coca Cola

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Celebrity-Marketing: Market penetration by image transfer from stars using the example of the brand Coca-Cola light of the beverage producer Coca Cola.

Author : Katharina Krützkamp
Publisher : GRIN Verlag
ISBN 13 : 3656540985
Total Pages : 79 pages
Book Rating : 4.6/5 (565 download)

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Book Synopsis Celebrity-Marketing: Market penetration by image transfer from stars using the example of the brand Coca-Cola light of the beverage producer Coca Cola. by : Katharina Krützkamp

Download or read book Celebrity-Marketing: Market penetration by image transfer from stars using the example of the brand Coca-Cola light of the beverage producer Coca Cola. written by Katharina Krützkamp and published by GRIN Verlag. This book was released on 2013-11-14 with total page 79 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,1, University of Applied Sciences Essen, language: English, abstract: 1. Introduction 1.1 Aim of the paper The aim of this Bachelor thesis is to work out how celebrity marketing ideally works to make customers internalize the marketing objective. Strengthen the company’s image and brands, bonding customers and at least making profit. Among a lot of different marketing tools, celebrity marketing seems to be the most popular and promising one for companies to present their products excellently. Consequently, this paper answers the question, how especially celebrity marketing has to be developed in case of having a competitive advantage to competitors and the best effect on the customer. This paper focuses on a current example to explain how celebrity marketing is successfully applied in general and concerning to Coca Cola light’s activities. Before pointing out how to create effective celebrity marketing, this thesis presents the trends in marketing tools generally. The second problem statement is, if marketing is still promising in times of every company doing it. Purpose of this thesis is then to analyze Coca Cola light’s campaign concerning success potential and develop a future outlook to outline the development of celebrity marketing as a form of modern communication between company and customer and discuss Coca Cola light’s position in celebrity marketing referring to the latest campaign. 1.2 Relevance of the topic Nowadays, due to ongoing globalization and consequently the increasing fierce competition between the global operating companies, remaining competitive is getting harder. To establish a sustainable competitive advantage, many companies use a popular testimonial to advertise their product. Especially leading brands and companies wanting to strengthen their brand equity, benefit from this type of marketing. By the successful image transfer the brand is getting an added value as well as an improved band image and a strengthen customer loyalty. But celebrity marketing has disadvantages on the other side, too. This is proved in latest studies showing that celebrity marketing’s success have decreased recently. Often, credibility of the brand suffers as a result of a celebrity having more than one advertising contract for different products. Celebrity marketing can be more than just endorsing the company’s product. It has the chance to become the connecting link between the company - and the brand it stands for – and the customer by creating emotionality and interest.

Black Enterprise

Author :
Publisher :
ISBN 13 :
Total Pages : 120 pages
Book Rating : 4./5 ( download)

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Book Synopsis Black Enterprise by :

Download or read book Black Enterprise written by and published by . This book was released on 1984-12 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: BLACK ENTERPRISE is the ultimate source for wealth creation for African American professionals, entrepreneurs and corporate executives. Every month, BLACK ENTERPRISE delivers timely, useful information on careers, small business and personal finance.

Popular Mechanics

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Publisher :
ISBN 13 :
Total Pages : 140 pages
Book Rating : 4./5 ( download)

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Download or read book Popular Mechanics written by and published by . This book was released on 2000-01 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: Popular Mechanics inspires, instructs and influences readers to help them master the modern world. Whether it’s practical DIY home-improvement tips, gadgets and digital technology, information on the newest cars or the latest breakthroughs in science -- PM is the ultimate guide to our high-tech lifestyle.

Best Life

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Publisher :
ISBN 13 :
Total Pages : 140 pages
Book Rating : 4./5 ( download)

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Download or read book Best Life written by and published by . This book was released on 2008-04 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: Best Life magazine empowers men to continually improve their physical, emotional and financial well-being to better enjoy the most rewarding years of their life.

The New York Times Index

Author :
Publisher :
ISBN 13 :
Total Pages : 1348 pages
Book Rating : 4.3/5 (117 download)

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Download or read book The New York Times Index written by and published by . This book was released on 1996 with total page 1348 pages. Available in PDF, EPUB and Kindle. Book excerpt:

USA Today Index

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Publisher :
ISBN 13 :
Total Pages : 1380 pages
Book Rating : 4.3/5 ( download)

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Book Synopsis USA Today Index by :

Download or read book USA Today Index written by and published by . This book was released on 1996 with total page 1380 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Ebony

Author :
Publisher :
ISBN 13 :
Total Pages : 228 pages
Book Rating : 4./5 ( download)

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Book Synopsis Ebony by :

Download or read book Ebony written by and published by . This book was released on 2000-11 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBONY is the flagship magazine of Johnson Publishing. Founded in 1945 by John H. Johnson, it still maintains the highest global circulation of any African American-focused magazine.

Los Angeles Magazine

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Publisher :
ISBN 13 :
Total Pages : 212 pages
Book Rating : 4./5 ( download)

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Book Synopsis Los Angeles Magazine by :

Download or read book Los Angeles Magazine written by and published by . This book was released on 2003-11 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: Los Angeles magazine is a regional magazine of national stature. Our combination of award-winning feature writing, investigative reporting, service journalism, and design covers the people, lifestyle, culture, entertainment, fashion, art and architecture, and news that define Southern California. Started in the spring of 1961, Los Angeles magazine has been addressing the needs and interests of our region for 48 years. The magazine continues to be the definitive resource for an affluent population that is intensely interested in a lifestyle that is uniquely Southern Californian.

For God, Country, and Coca-Cola

Author : Mark Pendergrast
Publisher :
ISBN 13 : 9780465054688
Total Pages : 666 pages
Book Rating : 4.0/5 (546 download)

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Book Synopsis For God, Country, and Coca-Cola by : Mark Pendergrast

Download or read book For God, Country, and Coca-Cola written by Mark Pendergrast and published by . This book was released on 2000-03-17 with total page 666 pages. Available in PDF, EPUB and Kindle. Book excerpt: An illustrated history of the Coca-Cola soft drink company.

Atlanta Magazine

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Publisher :
ISBN 13 :
Total Pages : 216 pages
Book Rating : 4./5 ( download)

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Download or read book Atlanta Magazine written by and published by . This book was released on 2003-03 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Atlanta magazine’s editorial mission is to engage our community through provocative writing, authoritative reporting, and superlative design that illuminate the people, the issues, the trends, and the events that define our city. The magazine informs, challenges, and entertains our readers each month while helping them make intelligent choices, not only about what they do and where they go, but what they think about matters of importance to the community and the region. Atlanta magazine’s editorial mission is to engage our community through provocative writing, authoritative reporting, and superlative design that illuminate the people, the issues, the trends, and the events that define our city. The magazine informs, challenges, and entertains our readers each month while helping them make intelligent choices, not only about what they do and where they go, but what they think about matters of importance to the community and the region.

No Logo

Author : Naomi Klein
Publisher : Macmillan
ISBN 13 : 9780312203436
Total Pages : 520 pages
Book Rating : 4.2/5 (34 download)

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Book Synopsis No Logo by : Naomi Klein

Download or read book No Logo written by Naomi Klein and published by Macmillan. This book was released on 2000-01-15 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: "What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.

Brand Touchpoints

Author : Aparna Sundar
Publisher : Nova Science Publishers
ISBN 13 : 9781536135664
Total Pages : 0 pages
Book Rating : 4.1/5 (356 download)

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Book Synopsis Brand Touchpoints by : Aparna Sundar

Download or read book Brand Touchpoints written by Aparna Sundar and published by Nova Science Publishers. This book was released on 2018 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand touchpoints are used to reinforce the basic premise of branding, which is to distinguish brands from their competitors and remain memorable, ultimately keeping customers resolute in their allegiance. Information related through brand touchpoints increases brand familiarity, contributes to a brands value, improves attitudes towards a brand, and in general is essential to maintain an ongoing relationship with consumers. Given the role of brand touchpoints, a look at contemporary issues is warranted. Brand Touchpoints is a collection of chapters by academics, practitioners and designers on the current evolution of brand communication. The book looks at existing issues in the marketplace and ways to influence the branding process. First, the changing role of brand touchpoints is reviewed in terms of the move from physical assets such as stores, trucks, and outdoor billboards to digital applications. A foundational sense of how consumers develop inferences surrounding brand touchpoints is then explored. Following this, prescriptive models for building brands to enhance the effectiveness of brand touchpoints are proposed. Then the ability of tangible touchpoints such as product design, packaging, and other tangible aspects of the brand to inform macro branding is reviewed. A case is made for more research on multisensory aspects of a brand. Chapters in the final section of the book explore brand touchpoints as it influences microtrends of prosocial consumers, children and ardent sports fans. To conclude, novel linkages in brand literature that set up an agenda for future research as it relates to consumer culture is discussed. The diverse set of chapters in this book offer a well-timed, in-depth summary of the various academic literature and industry phenomenon. Chapters are contributed by leading academic and industry experts which include: Chris Allen, University of Cincinnati; Clarinda Rodrigues, Linnaeus University; Claudio Alvarez, Baylor University; Conor Henderson, University of Oregon; Dominic Walsh, Landor Associates; Doug Ewing, Bowling Green State University; Drew Boyd, University of Cincinnati; Frank R. Kardes, University of Cincinnati; Frank Veltri, University of Oregon; Kathryn Mercurio, University of Oregon; Lars Bergkvist, Zayed University; Marc Mazodier, Zayed University; Matt Carcieri, The Jim Stengel Company; Maureen Morrin, Temple University; Peter Chamberlain, University of Cincinnati; Remi Trudel, Boston University; Sara Baskentli, City University of New York; Susan P. Mantel, University of Cincinnati; Susan Sokolowski, University of Oregon; Teresa Davis, The University of Sydney; Todd Timney, The University of Cincinnati; Xiaoqi Han, Western Connecticut State University

Grow the Core

Author : David Taylor
Publisher : John Wiley & Sons
ISBN 13 : 1118484711
Total Pages : 253 pages
Book Rating : 4.1/5 (184 download)

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Book Synopsis Grow the Core by : David Taylor

Download or read book Grow the Core written by David Taylor and published by John Wiley & Sons. This book was released on 2013-02-25 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: Grow the Core stands conventional wisdom about business growth on its head and provides a proven formula for growing your business in recessionary times. These days, it′s a common belief among business leaders across industry sectors that the best way to grow their businesses is to expand into new markets. In reality, virtually all top–performing companies achieve superior results through a leading position in their core business. Unfortunately, there′s very little in the way of practical advice on how to do this. Grow the Core shows you how tofocus on your core business for brand success, with a program of eight workouts road-tested by the author's consultancy, the brandgym. The book provides inspiration, practical advice and proven tools for building and strengthening your core business. It is packed with case studies from brandgym clients, including Mars, Friesland Campina, SAB Miller and Danone. The book features exclusive brandgym research, in addition to front–line experience on over one hundred brand coaching projects.

Brand Relevance

Author : David A. Aaker
Publisher : John Wiley & Sons
ISBN 13 : 0470613580
Total Pages : 400 pages
Book Rating : 4.4/5 (76 download)

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Book Synopsis Brand Relevance by : David A. Aaker

Download or read book Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2011-01-25 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Brand New Justice

Author : Simon Anholt
Publisher : Routledge
ISBN 13 : 1136426078
Total Pages : 185 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Brand New Justice by : Simon Anholt

Download or read book Brand New Justice written by Simon Anholt and published by Routledge. This book was released on 2006-08-11 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.

Contemporary Issues in Marketing and Consumer Behaviour

Author : Elizabeth Parsons
Publisher : Routledge
ISBN 13 : 1136441549
Total Pages : 233 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Contemporary Issues in Marketing and Consumer Behaviour by : Elizabeth Parsons

Download or read book Contemporary Issues in Marketing and Consumer Behaviour written by Elizabeth Parsons and published by Routledge. This book was released on 2009-06-04 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: An exciting new book that covers all the latest buzzwords within marketing and consumer behavior: building brand cultures; gender; ethics; sustainable marketing; the green and the global consumer among many more. Importantly, Contemporary Issues in Marketing and Consumer Behaviour makes clear links between theory and practice in marketing. It also locates the recent development of both marketing ideas and applications within the wider global, social and economic contexts. Written by a team of experts in the field, this title fills a gap in a growing market interested in these contemporary issues. It provides a complete off-the-shelf teaching package for Masters, MBA and advanced undergraduate modules in marketing and consumer behavior and a useful resource for dissertation study at both undergraduate and postgraduate levels.

Inside Coca-Cola

Author : Neville Isdell
Publisher : Macmillan + ORM
ISBN 13 : 1429988894
Total Pages : 271 pages
Book Rating : 4.4/5 (299 download)

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Book Synopsis Inside Coca-Cola by : Neville Isdell

Download or read book Inside Coca-Cola written by Neville Isdell and published by Macmillan + ORM. This book was released on 2011-10-25 with total page 271 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first book by a Coca-Cola CEO tells the remarkable story of the company's revival Neville Isdell was a key player at Coca-Cola for more than 30 years, retiring in 2009 as CEO after regilding the tarnished brand image of the world's leading soft-drink company. This first book by a Coca-Cola CEO tells an extraordinary personal and professional world-wide story, ranging from Northern Ireland to South Africa to Australia, the Philippines, Russia, Germany, India, South Africa and Turkey. Isdell helped put out huge public relations fires (India and Turkey), opened markets(Russia, Eastern Europe, Philippines and Africa), championed Muhtar Kent, the current Turkish-American CEO, all while living the ideal of corporate responsibility. Isdell's, and Coke's, story is newsy without being gossipy; principled without being preachy. Inside Coca-Cola is filled with stories and lessons appealing to anybody who has ever taken "the pause that refreshes." It's also a readable and important look at how companies can market and govern themselves more-ethically and to great success.