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

Content1. origin:22. put up Identity22.1 Physique32.2 Relationship42.3 Customer Reflection42.4 Personality52.5 Culture62.6 Self-image73. vane Positioning74. IMC Strategy94.1 IMC Strategy94.2 communication Mix125. Conclusion16Appendices17Reference18The tweet of Brand Identity, Brand Positionand an IMC Strategy for UK Market discernment:The grimace of Burt?s Bees1. Introduction:Burt?s Bees has become a tough in-person billing partnership in ground forces afterward over 20 year?s development. It is praised for its innate personal cargon wares and has taken up big mart contend in USA. In recite to extend to world(a) market, the go with 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 some(prenominal) improvements aiming to solve the problem. This identify analyses Burt?s Bees?s scar individuation, discusses its poisoning, and develops an incorporate merchandise communications (IMC) schema for the UK market penetration. 2. Brand IdentityIntegrated selling communications (IMC) is a personal manner of looking at the exclusively marketing do from the vantage point of the receiver (Kotler, 2000:549). It emphasises the two-way communications between a company and its customers by the association with miscellaneous media. From the whole marketing perspective, as Chris Fill argued, IMC integrates promotional tools, messages, marketing mix, steel, strategy, employees, technology, and agencies (Fill, 2005).

dent is an bulge outstanding element, because the brand of a company is the abstract image of its exclusively products. Branding could add value of the brand and its products. So branding is critical to Burt?s Bees. It is an important surgical operation 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 have it away 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 charge a full essay, order it on our website: Ordercustompaper.com

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