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Branding In A Digital Era

3,000-word report, which shows an understanding of the key strategic brand management theories and how companies can apply the theories in practice. For any selected company, analyse the branding efforts of the company. Each student is required to submit a detailed report that incorporates the findings of the research undertaken on the branding efforts of the company in relation to building brand equity, brand management across geographical regions as well as time and the utilisation of digital tools. In conducting your analysis, you are to compare your chosen company with its key competitors in terms of its branding efforts. Be sure to include at least three recommendations as to how the chosen company will be able to undertake more effective strategic brand management approach. In preparing your report, critically evaluate and apply the key concepts/theories on the topic of Branding in a Digital Era by researching relevant academic journal articles and specialist textbooks. Your report must further include current industry and market analyses that are supported by statistics, forecasts and analyses from government and well as industrial bodies and reputed analysts.

Sample Solution

company had been using a special shade of green-gold for their dry cleaning press pads since the 1950s. In 1989, Jacobson Products Co. started using a very similar shade of green-gold on its own press pads. Qualitex Co. got it’s shade of green-gold trademarked and also sued Jacobson for infringement. Another issue faced by colour marks is the possibility of there being litigation over shades of the same colour. A solution to this problem is designation of a colour using an internationally recognised identification code like Pantone as such codes are deemed to be precise and stable. The Pantone is a commercial system that designates specific shades numerically and categorises over thousand such shades by unique codes. Tiffany and Co.’s unique shade of blue ‘Tiffany Blue’ has been a registered trademark since 1998 and also has its own custom Pantone number – 1837, the year the company was founded. T-Mobile’s colour ‘Magenta’, Mattel’s ‘Barbie Pink’, UPS’s ‘Pullman Brown’ are some more examples of colour marks. India is yet to set precedence as far as colour marks are concerned. Smell Mark Smell marks or Olfactory marks rely on their distinct smell to remind the consumers of the source i.e. the brand or the manufacturer of the product. Once distinctive, a smell is one of the most powerful manners to differentiate the goods of one merchant from those of the other. Smell marks are one of the most difficult kind of marks to get registered. However, smell being so subjective, may be perceived differently by different people. The subjectivity of smell acts as a hindrance in its distinctiveness. Another issue is the difficulty in graphically representing smells. One way to represent a smell could be to orally describe it so precisely that it doesn’t get confused with any other smell, but this

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