The Analysis of Brand Identity, Brand Position and an IMC Strategy for UK Market Penetration: The Case of Burt's Bees

Content1. Introduction:22. put up Identity22.1 Physique32.2 Relationship42.3 Customer Reflection42.4 Personality52.5 Culture62.6 Self-image73. Brand Positioning74. IMC Strategy94.1 IMC Strategy94.2 conversation Mix125. Conclusion16Appendices17Reference18The see of Brand Identity, Brand Positionand an IMC Strategy for UK Market perceptiveness:The grimace of Burt?s Bees1. Introduction:Burt?s Bees has become a tough in-person c ar partnership in regular army afterward over 20 year?s development. It is praised for its subjective personal care reapings and has taken up big mart contend in USA. In station to extend to globose market, the company penetrates UK market, however, it encounters the problem that UK customers do not know its products so that the dollar volume is low. Burt?s Bees needs to make whatsoever improvements aiming to solve the problem. This identify analyses Burt?s Bees?s trademark identity, discusses its poisoning, and develops an structured mercha ndise communication theory (IMC) strategy for the UK market penetration. 2. Brand IdentityIntegrated trade communications (IMC) is a way of looking at the unscathed marketing do from the viewpoint of the receiver (Kotler, 2000:549). It emphasises the two-way communications between a company and its customers by the association with discordant media. From the whole marketing perspective, as Chris Fill argued, IMC integrates promotional tools, messages, marketing mix, discoloration, strategy, employees, technology, and agencies (Fill, 2005).

Branding is an outstanding element, because the brand of a company is the abstract image of its exclusively produ! cts. Branding could add value of the brand and its products. So branding is vital to Burt?s Bees. It is an important abut to UK market penetration. Brand identity is an important action to branding. It is that what the consumers are expected to recognize a company?s product and its brand. With Brand identity, Burt?s Bees could distinguish it from other competitors, and highlight its brand and products characteristic to make out and maintain the competitive advantages. denim Noel Kapferer?s prism... If you want to shoot a full essay, order it on our website: BestEssayCheap.com

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