Branding and Two Israeli Products

Paper Summary:

This paper compares the background and marketing programs of two companies operating in Israel: the Neviot mineral water company, an Israeli company, which is an aggressive marketer; and the Buiron homeopathy company, a Belgian company, which is a more traditional marketer. The author points out that Neviot was one of the first companies to adopt the advertising-on-building media by showing a huge bottle of mineral water painted on the wall of a thirty-six-story tower building located next to a freeway. This paper states that advertising on buildings is a form of urban decoration.

Table of Contents
Introduction
Branding and Space - Theoretical Background
The Meaning of Branding
Branding and its Ramifications
Consumer's Perspective
The Firm's Perspective
Branding Approaches
Individual Product Brand
Family or Blanket Brand
Company Brand
Distributor Brand
Licensing
Brand Image and Perception
Marketing
Penetration
Market Development
Product Development
Diversification
The Art of Brand Construction
The Myth of Brand Loyalty
The "Neviot" Company
The "Boiron" Company
Background
Main Groups
The Products Strengths and Weaknesses
Strengths
Weaknesses
The End Consumer
The Market Characteristics
The Development of the Market and Estimate of the Market Size
Marketing Strategy
General Strategy
Entering the Market General
Activity When Entering the Market
Survey
The Salesmen Force
Sales Promotion
Medical Reliability
Professional Advertisement
Summary and Conclusions

From the Paper:

"A brand is a name, concept, sign, symbol, example, decoration or combination of the aforementioned designed to identify the goods, products or services of an individual seller or a group of sellers, and to differentiate between these products and those of the competition. Brands shape the image and "personality" of the product, lending it features perceived as having overall quality by the consumer when they evaluate it against another product. Coca Cola is the name brand of a soft drink. There are several parameters used to assess soft drinks (taste, color, texture) but the manufacturer brands the name Coca Cola so that consumers can classify the drink in a certain category that provides it with perceived features beyond the regular ones. When consumers purchase Reebok sneakers, they are not only purchasing shoes but shoes along with the added value derived from the name. As a result, consumers are prepared to pay much more for Reeboks than for regular shoes."

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