Brand Management And Research Odeon Marketing Essay

Odeon has progressed as a market head in entertainment industry of UK and it has been leading the marketplace since decades. Being truly a visible market player Odeon is one among the largest cinema chains of UK. Whereas the other two organizations particularly Cineworld and Vue have been playing significant role in the modern times. Generations experience in interesting UK people made Odeon cinemas to capture more market share and today it is amusing more people when compared to other entertainment companies such as Cineworld and Vue cinemas. Odeon sells one third of tickets bought from UK which shows that Odeon is the most influencing theatre company in the market.

Analysis and Conclusions:

"Brand image is the existing view of the clients in regards to a brand". It can be better thought as unique band of associations in concentrate on customers mind about a particular brand. It really is the feeling on company's product/services in customer's heads. Brand image can be further strengthened by improved brand communication activities such as promotional tools, advertising, publicity through word of mouth and presentation. Brand image stimulates the service/products in different ways from competitors. After extensive re-branding marketing campaign in 1998, Odeon has changed as strong brand in UK. Re-branding process increased the prevailing brand image of Odeon which makes it market leader. Odeon with brand slogan" Fanatical about film" has reached more variety of customers than prior and provided UK audience with excellent services.

"Brand positioning identifies "target consumer's" reason to buy your brand in preference to others". Brand placement should take various aspects in to consideration which is necessary that the brand should be unique and distinctive in comparison with competitors. Is the brand suitable to all major geographic market segments. Odeon has joined other market segments in European countries and successfully jogging business functions. Odeon has achieved strategic financial goals and has been carrying out really well in any way locations in UK and European countries.

Odeon is sustainably growing and upgrading itself with changing solutions in order to give optimized client satisfaction. Odeon is well known and occupied position in world's most influencing movie theater chains and it is regarded as largest in European countries Odeon theatre group is looking ahead to enhance their market show and planning on positive expansion which ensures to continue its unique position in theatre industry of United Kingdom. Odeon cinema has been unique in its style and always provided challenging competition to other key market players of United Kingdom Theatre industry.

Branding Slogans:

Odeon Cinemas- "Fanatical about Film"

Cineworld Cinemas- "Leading the way in digital and 3D cinema"

Vue Cinemas- "The best cinema experience"


Brand management component has been a critical part of my masters program, me along with my group participants worked really hard in accomplishing this task. All of the four group customers were really cooperative and every specific contributed considerably on paper the group survey. Our group record is all about defining the various branding aspects such as brand image, brand setting and brand performance and logically hooking up and comparing with one another. We've chosen three brands which are related to entertainment industry such as Odeon cinemas, Cineworld cinemas and Vue movie theater which are popular & most influencing market players in UK entertainment sector. I would like to thank college or university management for giving usage of international directories such as EMERALD and EBSCO as I've used few publications and articles related to Brand and Branding ideas from these directories. Each individual of the group proved helpful thoroughly on gathering the information and writing the statement without plagiarism. We've taken all necessary steps in order to avoid plagiarism. I've collected information related Odeon cinemas and weighed against other two movie theater brands particularly Cineworld and Vue cinemas. I did the trick extensively on Odeon cinemas website and recent interim article in order to find its get ranking and market share details.


On through review, all the three organizations are implementing effective business strategies in order to increase their brand impression in the market. After the comprehensive research of brand image, position and efficiency of Odeon, cineworld and Vue cinemas, from my evaluation and understanding it is found that Odeon has made unbeatable brand image in United Kingdom entertainment industry. All of the three brands are retaining better brand image and need to check out effective solutions to increase brand performance. Being top three brands of entertainment industry in UK all the brands are performing well and writing market more than 80%. Among these three brands Odeon has better market share in comparison with other two brands.

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