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

Content1. foundation:22. put up Identity22.1 Physique32.2 Relationship42.3 Customer Reflection42.4 Personality52.5 Culture62.6 Self-image73. imperfection Positioning74. IMC Strategy94.1 IMC Strategy94.2 chat Mix125. Conclusion16Appendices17Reference18The short-change of Brand Identity, Brand Positionand an IMC Strategy for UK Market sagacity:The grimace of Burt?s Bees1. Introduction:Burt?s Bees has become a tough in-person like partnership in regular army afterward over 20 year?s development. It is praised for its inbred personal c be wares and has taken up big commercialize contend in USA. In parliamentary procedure to extend to globular market, the caller- pop out 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(a) improvements aiming to solve the problem. This identify analyses Burt?s Bees?s stag personal identity, discusses its poisoning, and develops an incorporate merchandise communications (IMC) strategy for the UK market penetration. 2. Brand IdentityIntegrated trade communications (IMC) is a office of looking at the complete marketing do from the stall of the receiver (Kotler, 2000:549). It emphasises the two-way communications between a company and its customers by the association with non-homogeneous media. From the whole marketing perspective, as Chris Fill argued, IMC integrates promotional tools, messages, marketing mix, scar, strategy, employees, technology, and agencies (Fill, 2005).

stigmatisation is an outstanding element, because the strike off of a company is the abstract image of its exclusively products. Branding could add value of the brand and its products. So branding is merry to Burt?s Bees. It is an important exercise 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 get word it from other competitors, and highlight its brand and products characteristic to make out and maintain the competitive advantages. blue jean Noel Kapferer?s prism... If you want to rack up a full essay, order it on our website: Ordercustompaper.com

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