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Branding your Company - Branding is defined as a name, term, sign, symbol, design, or a combination to recognize the goods and service of one seller and make them different from others. Branding is a quick way for your company to say what it is and what it has to offer. Branding is your company's face to the world. It produces a consistent identity that ties together everything you do within your company. Naming your company is one of the most important decisions you will make. The name is the first impression of your company....   [tags: Branding, marketing, ] 410 words
(1.2 pages)
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Branding - 1. BRANDING „« Primary Research is essential. Even if it is only anecdotal and informal. You need to determine your core brand (extended values and brand history/story). It will be important for you to find out what your businesses current customers think of the current brand and where the problems lie. Time needs to be taken and corners must not be cut. A renaming and rebranding exercise has the potential for a business to lose an incredible amount of brand equity if all stakeholders are not considered....   [tags: essays research papers] 874 words
(2.5 pages)
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Emotional Branding - Introduction The notion of branding as we have come to know it has evolved noticeably over the years as transformations within marketplace have opened up doors for innovative branding approaches and contributions,in addition to this one could arguably say that most of these changes can be attributed to a shift within the mindset of the consumer as the emergence of various segments and target markets has brought about a new set of demands and expectations when it comes to effectively creating and sustaining profitable relationships between a brand and its desired consumer ....   [tags: Marketing ]
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1683 words
(4.8 pages)
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Fashion Branding - Fashion Branding "Clothing is primarily a means of communicating, not personal identity, but social identity" as, said by Noesjirwan and Crawford (1982) who defines clothing as a ‘code’ (McCracken and Roth 1989) or symbolic representation. Clothing has been spoken by many theoriest in the past and they refer clothing as a code, a language, which allows a message to be created and (selectively) understood (Hollander, 1978; Holman, 1980; McCracken and Roth, 1989). Compliance towards a brand today showcases the social strata of the individual or the social group they belong to....   [tags: Social Identity, Clothes] 2237 words
(6.4 pages)
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The Branding of IKEA - The Branding of IKEA Company background The first catalogue was introduced in 1951 and with this the founder saw his chance to expand his business on a larger scale, and this was the year he decided to completely focus on low-price furniture, as from the beginning IKEA sold mainly matches, watches, Christmas decorations, picture frames and jewellery. In 1956 the company came up with the concept of 'flat-pack' self-assembly furniture. The first international IKEA store was introduced in Norway in 1963, and was soon followed by the opening of stores in Denmark, Germany, Australia, Canada, and Austria....   [tags: Business Management Studies Essays Papers]
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1797 words
(5.1 pages)
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Emotional Branding - This article explaining emotional branding was an interesting read. The beginning of the story really grabbed my attention. I have always found it a comfort to realize that even truly intelligent people cannot understand everything and do sometimes have to ask for explanations. Although we have all been told that there is no such thing as a stupid question, except a question that is not asked, it is difficult in the business world to ask for help or an explanation, without feeling inferior, or worrying if your business colleagues will think you are incompetent....   [tags: essays research papers] 385 words
(1.1 pages)
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Branding Strategies - Branding Strategies: From Creation to Extinction Outline I. Introduction II. Choosing the Brand Name A. Take a Stand B. Narrow the Focus C. Beware of Brand Inflation D. Expand the Business III. Advertising the Brand Name A. Logo Sizes B. Attention Getting 1. Research 2. Mention the Product 3. Show the Product 4. Show the Name and Logo 5. Call Attention to the Logo 6. Headline Company Names 7. Use Theme Lines IV. Brand-Building A. Build Brand without Mass Media 1....   [tags: essays research papers fc]
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2017 words
(5.8 pages)
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The Importance of Branding in the Marketing Mix - Running head: THE IMPORTANCE OF BRANDING The Importance of Branding in the Marketing Mix The importance of branding 2 Introduction A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers....   [tags: Marketing ]
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2033 words
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The Importance of Branding in the Marketing Mix - Introduction What comes to mind when you hear the term “brand” or “branding” in marketing. Nike. McDonalds. Five dollar foot long. Whatever it is, the importance of branding in the marketing mix should not be argued against, instead, it should be studied further to reveal what makes this aspect so important. Therefore, the following is an assessment of what a brand means to consumers and the effect it has on their purchasing behavior. This will also evaluate the importance of brands to the companies that own them and the qualities each company hopes to attain when creating their brand....   [tags: Marketing]
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1769 words
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Branding Our Lives - In Naomi Klein’s essay “No Logo” the author tells us about how logos have replaced products, thereby creating something known as “branding”. Klein tells us about how this started as a means of insuring that consumers were getting the real deal, not one of the imitator products. And that during this time period, the primary goal of several companies was the production of goods and services, so that they could sell these to the public, and this was the “very gospel of the machine age” (Klein 275)....   [tags: Literary Analysis, Noemi Klein] 1348 words
(3.9 pages)
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The Importance of Branding in Marketing - Literature Review Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding....   [tags: Marketing]
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3270 words
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Marketing Principle: Branding - For an effective boost of sales, an organization has to inform the consumers of their products, improvement made on the products that have added value to the products and how to use the product not forgetting to inform the consumers about the difference between their product and other similar products in the market. KnowThis.com (1998) illustrates that there are different professed rules or guidelines of action or conduct in the process of informing the consumers of a product or service through effective marketing principles....   [tags: Marketing ]
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962 words
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The Development of Brands and Branding - In today’s world material goods make a big contribution to one’s image and social status. A wealthy, financially stable person could walk down a street wearing an old pair of jeans and a rugged tee shirt and be taken as a middle-to-low-class person. On the contrary, a middle-class woman could wear her only Custo Barcelona dress and carry her only Louis Vuitton handbag and be viewed as a being with excess wealth and prosperity. Brand images are significant elements of American culture, and they continue to make a statement as prominent products of graphic design....   [tags: Advertising]
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1797 words
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Branding Strategy: Webstat Marketing - Running head: Branding Strategy ¬¬ Branding Strategy: Webstat Marketing Full Sail University Introduction This Brand Strategy will discuss Webstat Marketing’s current situation and considerations. There will be many topics discussed, such as: the name, brand identity, design, business cards, tag line, archetype, brand story, promotion plan, target market, product description, competitive differentiators, and SWOT analysis. Product Description Webstat Marketing is a company that provides marketing services to small and medium size businesses....   [tags: Marketing]
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2222 words
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Research on Employer Branding - Research Scope The scope of the research is described by the definition of the following relevant terms:- This research focuses on a Financial Services Institution ability to attract and retain talent based on the employer brand. The research will draw from the experience as evaluated by using existing, past and potential employees. 1.3.1 Employer Brand Employer Branding is a context that is focussed on the package of functional, economic and psychological benefits provided by the employment and identified with the employing company (Zikmund, 2003)....   [tags: Marketing]
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985 words
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Coke Zero Branding Strategy - Branding Branding Strategy The objective of branding is to "brand," or burn, the brand image into the consumer's mind, to associate the image with the product's quality and promise, and to distinguish the brand's point of difference among its competition. A brand includes every element of a product or service from its design, ingredients and manufacture to its marketing, advertising and logo. The “emotional” impression you create for your brand is strong enough that it is capable of influencing the masses, and can do so for a sustainable amount of time....   [tags: Marketing ]
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981 words
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Advantages and Disadvantages of Branding - Advantages and Disadvantages of Branding According to the Heinemann AVCE in Business, ‘brand is a particular product or characteristic that identifies a particular producer’. Branding is one of the common methods of differentiating the product from competitor products in the marketplace. Business organisations will use branding to build up brand loyalty. Brand loyalty is where consumers are satisfied with their purchase of a specific product, and will likely to return to purchase it again in the coming future....   [tags: Business Management Studies] 467 words
(1.3 pages)
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The Importance of Branding to an Organisation - The Importance of Branding to an Organisation "Branding", is like setting names for products. Nobody would set up in business or launch a new product without giving it a name. Branding is a very important part of promotion. It can help a business to establish an identity to the product. Furthermore, 'Branding' contributes to the value and financial viability of businesses, just like their products, fixed assets and input. Businesses therefore would spend large amounts of money on TV and newspaper advertising campaigns, in order to end up with name that foremost in everyone's mind....   [tags: Papers] 683 words
(2 pages)
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Rosewood Branding Strategy - *Branding Strategy: Establish Rosewood as a true brand incorporated into the name of each hotel. *Problems: How far can management push this branding strategy without undercutting the distinctiveness of each individually branded hotel. Traditional Emphasis on Individual property brands: Pros: -the company became known for its ability to enhance a property’s value by creating unique, one of a kind properties with a small ultra-luxury residential style that differentiated it from other chain-like luxury competitors....   [tags: Business Marketing Strategy Analysis] 744 words
(2.1 pages)
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Is Branding Ethical or Responsible - Assess the issues about branding raised in this unit in the light of ethical or responsible design. We are all branded ourselves to a certain degree, we announce ourselves through the clothes we wear, the products we buy and the car we drive, but why. The aim of this essay is to discuss how branding effects us a consumer society, what makes us remember particular brands and what moral issues are raised by the over use of brands. A brand was originally a mark on a product to identify who made it or owned it (cattle were branded so others knew who they belonged to if they got lost or stolen)....   [tags: essays research papers] 2773 words
(7.9 pages)
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Some Notes On Branding - I. INTRODUCTION • Branding is a plan for earning product reputation and for making sure that the world knows about it and believes in it too. • “Branding is the process by which companies distinguish their product offerings from the competition. Brands are created by creating a distinctive name, packaging and design.” (Egan & Thomas, 1998) • 1st Brand name= Bass [beer], because British were the 1st with trademark registration. • Customers (particularly consumers) view a brand as an important part of a product and branding can add value to a product....   [tags: Business Marketing Brands] 1611 words
(4.6 pages)
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Starbucks' Logo and Branding - Starbucks' Logo and Branding       Try taking a walk in New York without bypassing a Starbucks. Seriously, try– I dare you. Starbucks coffeehouses are so ubiquitous this task would almost certainly be impossible. The truth is, this is not just a New York thing, I was just trying to make the point relevant. Starbucks is the largest coffee distributor in the world and exist all over cities across the country as well as a global expansion.      Before getting to the company’s origin, branding and success, a closer look will be taken at the company’s most simple, unique and important graphic representation: the logo....   [tags: Starbucks Coffee Advertising Essays]
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3712 words
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Branding: How Important Can a Symbol Really Be? - When you walk down the street, you are bombarded with signs, storefront displays, and billboards showing off their newest products and sporting their new logos or brands. Using a logo or a symbol to identify them with the everyday consumer, so that when they see that symbol or “brand,” they know exactly who made the product. The brand, in essence is the personality and the identity of a company, artist, or studio. Take for example, the logo of an apple. Everyone knows that “Apple” products are made by none other than the famous Macintosh....   [tags: Marketing ]
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1429 words
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The Rise of Brands - INTRODUCTION: “I also like Gmail, Giordano Natru – Dry shirts (my daily “uniform”), Hewlett –Packard laptops, Nokia E-series phones and Toyota. And am I the only person who uses Google Chrome almost exclusively (except on the Mac). If I use products other than these, it’s not necessarily the end of the world. But the happiness factor might not be that great …through time, one develops a sense of affinity to one name, product or service. And subconsciously you keep choosing the same brand or product over and over not really because of its name, but because of the affinity.” (“Are you Brand Conscious?” – J....   [tags: Marketing Branding ]
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2651 words
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Tivo Branding and Advertising Case Study - Case Title: Tivo: Global Branding and Advertising Background 1. Tivo Founded in 1997 by Jim Barton and Michael Ramsay who left Silicon graphics with a vision to make a home network that would integrate all household communications, but settled on focusing on the television. 2. They created a device that was a digital video recorder with capability to allow users to pause live shows or rewind/forward recorded shows. In addition it allowed the users to skip commercials, allowed 3. First Tivo was shipped in March 1999....   [tags: Business Marketing] 1124 words
(3.2 pages)
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Importance Of Branding, And Brand Loyalty, To Successful Marketing - Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing"....   [tags: Business Marketing] 1693 words
(4.8 pages)
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Branding Bangladesh Through Kazi Nazrul Islam - Case Study BRANDING BANGLADESH THROUGH KAZI NAZRUL ISLAM Pathfinder The case can be used or published for any academic purpose. Case Study BRANDING BANGLADESH THROUGH KAZI NAZRUL ISLAM The world is going through a turbulent environment in this era of intense globalization with awful amount of competition for businesses, and of fierce struggle for nations in gaining attention for trade, tourism, investment and other issues. Nation branding can extend a significant helping hand in this regard, especially for disadvantageous country like Bangladesh....   [tags: Business Marketing] 1958 words
(5.6 pages)
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Heineken N V Global Branding And Adverstising - Executive Summary Heineken N.V, a long with tradition, superior quality and taste, has been perceived differently from market to market. With the finding of common perceived values of Heineken brand across all markets through Project Comet and Mosa, the company should pursue a global branding strategy. To do so, Heineken should build compelling ICM strategies and provide a 'platform' that is flexible enough to handle the branding for local marketers. It should have both centralization and decentralization marketing organizational structure to promote successfully a global brand and to support local marketing managers in setting and implementing ICM strategies tailored to each local market....   [tags: Business Market Marketing] 1302 words
(3.7 pages)
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The Branding of Subway - “Eat Fresh and $5 Foot long”. When anyone hears one of these they immediately think of Subway. Subway is a huge sub sandwich franchise that has been around for more than 45 years. It all started when the founder Fred DeLuca wanted to pay for college so he and his partner opened up a sub shop which turned out to one of the largest franchises in the world. They want to be the number one quick service restaurant franchise in the world. This has made Subway the most popular franchises and largest fast food chain in the world....   [tags: Advertising]
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1131 words
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Branding Nationality - Australian identity is an ever-changing concept, arising as subject matter in copious debates, and often leading to speculation as to what it truly means to be an Australian. Stereotypes, defined as, “generalizations about a group of people whereby we attribute a defined set of characteristics to this group” (Lippmann 1922, Allport 1954) are often picked up by outsiders and in turn proliferated through iconic texts; rarely privileging Australian identity and ultimately leading to fallacious and simplified conceptions....   [tags: Culture ]
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1158 words
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Battle Of Brands - Manufacturer Brand and Private Brand "To survive in such a competitive market place, companies must build brands in order to create a strong differentiation in the market, attract customers with a credible value proposition and to constantly engage customers in ways that would endear them to the brand and to the company" said Martin Roll, the brand guru. These words encompass the whole ethos behind investment in branding. Manufacturers with their financial prowess invest huge amount of money to make their brand name visible to the consumers against its competitors....   [tags: Business Branding] 1827 words
(5.2 pages)
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Ethical Norms of Medical Research - Branding, according to Parry, is to create a new thinking of the product to customers in the unique way so that the product can compete to others. And, in the pharmaceutical industry, branding is not only creating the new thinking of product, but also defining the best treatment for particular condition. If done so, the condition branding has numerous benefits because it creates consensus internally and externally. Internal consensus which is the activities focus on the problem and solution between brand managers and clinic so that the product can be maximized investment....   [tags: Pharmaceutical Industry, Branding] 1431 words
(4.1 pages)
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Analysis of Management and Customer Perspectives on Various Branding Elements Used in the Indian Retail Banking Industry - 6 Discussion In this study, analysis of management and customer perspectives on various branding elements used in the Indian retail banking industry was conducted. Based on responses in table 1-A and Table 2-A, gaps were identified in five out of seven brand elements namely Bank logo, Bank advertisements, Bank atmosphere, Bank general communication and Bank personal communication, as shown in Table 3. No gap was found for 2 branding parameters - Bank name and Bank appeal. The gap analysis method showed that while brand practitioners have positive perspectives regarding how their customers view the banks’ brand, it is strikingly different from what customers are thinking....   [tags: Business Management] 1155 words
(3.3 pages)
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Branding in Canada - What we should be concerned about is how a brand makes a real cultural statement. The sort of statement that the “I am Canadian” campaign made just as American cultural imperialism was making rather obnoxious inroads into Canadian culture. The idea is that brands become icons by asserting an ideology. And these ideologies more often than not have strong political undertones. Sometimes, these ideologies are progressive, like Ben & Jerry’s – a tiny company that became famous in the US for its hippie founders speaking out against Reagan’s gunslinger, ‘greed is good,’ ideology....   [tags: essays research papers] 808 words
(2.3 pages)
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Nike Branding - Is Nike wrong to try to leverage its American rebel image to build brand awareness in the global market for soccer footwear and apparel. What are the potential drawbacks of this approach. Standardizing promotional activities has three big reasons. First, it has significant economic advantages. It lowers the cost because it can be spread over many countries. Second, one large effort to develop a campaign will produce better results than several smaller efforts. A third reason is that many brand names are global....   [tags: Business Marketing] 851 words
(2.4 pages)
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The Role And Development Of A Corporate Brand Personality For Modern Businesses - In this essay I intend to assess the growing role that corporate branding is playing in today’s business environment. This assessment will be based on three peer reviewed academic journal articles, core texts and notes from the class. Academic Journal Articles Reviewed: Keller, K.L. (2006), ‘The Importance of Corporate Brand Personality Traits to a Successful 21st Century Business.’ Journal of Brand Management. Vol. 14. Nos. 1/2, 74-81. Reckom, J. V. (2006), ‘Capturing the Essense of a Corporate Brand Personality: A Western Brand in Eastern Europe.’ Journal of Brand Management....   [tags: Business Marketing Branding] 2089 words
(6 pages)
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Brand Life Cycle - Brand Life Cycle The three phases through which brands pass as they are introduced, grow, and then decline. The three stages of the brand life cycle are the introductory period, during which the brand is developed and is introduced to the market; the growth period, when the brand faces competition from other products of a similar nature; and, finally, the maturity period, in which the brand either extends to other products or its image is constantly updated. Without careful brand management, the maturity period can lead to decline and result in the brand being withdrawn....   [tags: Business Marketing Branding] 1765 words
(5 pages)
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Brand Building - Hamam - Brands and Marketing Commodities A commodity is a good or even a service whose widespread availability typically leads to smaller profit margins and diminishes the importance of factors other than price, such as brand name. By definition, commodities lack differentiation and the consequent ability to charge a price premium distinguishing them from strong brands. Brands also ensure repeat buying and publicity thus ensuring a predictable and grow-able share of the market based on their unique positioning strategy rather than based on just cost competition....   [tags: Marketing Branding Essays] 1814 words
(5.2 pages)
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A Brand Strategy Always Guarantees Success - A Brand Strategy Always Guarantees Success This essay intends to define brand strategy and if a brand strategy is possible for all brands. It will also look into the ability and level to differentiate between different kinds of products and look into how a brand strategy can bring success. Furthermore the essay intends to shed light on whether or not these themes are transferable to all products and services. According to Trott (1998, p.365), ‘Brand strategy is the spearhead of the organisation's competitive intentions....   [tags: Marketing Branding Business Brand] 1870 words
(5.3 pages)
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Real Estate Case Study: Security Captical Pacific Trust - Real Estate Case Study: Security Captical Pacific Trust 1. The lack of branding in SCPT. There are several reasons that explain the traditional lack of branding in the real estate industry. One of the most important reasons is that the real estate industry has been seen as a commodity business for hundreds of years; the main focus was on the property ' and so the product was considered as a tangible aspect only ' not about the customer. E.g. SCPT did not even know who its customers were (Fournier & Thorp, 2001)....   [tags: Real Estate Marketing Branding Analysis] 1383 words
(4 pages)
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The Bombardment of Barbie’s and the Branding of Beauty - “[In] a poll done by the American Association of University Women (AAUW) of 3,000 fourth to tenth graders revealed that most girls can’t look in a mirror and say, ‘I’m pretty!’ or even ‘I’m okay!’”(Cordes 4). Social media, avenues of peer and parental influences, and role models of “beauty” cause young girls of today’s society to develop distorted views of beauty for themselves. America over time has reached a level that depicts beauty as an unrealistic and unachievable model of the “perfect beautiful girl.” According to research by Shelly Grabe, Janet Shibley Hyde—both staff of the Department of Psychology at the University of Wisconsin-Madison—and L....   [tags: Beauty ]
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Simon Armitageremains' Poetry - Simon Armitageremains' Poetry In this poem the person talks about:' I am very bothered when I think of the bad things I have done in my life'. He talks about all the bad things he has done in his life with he now regrets. This is also similar to 'poem' they both share the same theme of looking back. He talks about when he likes a particular girls a lot. So he 'held the scissors by the blades' and 'played the handles by the naked lilac flame of the Bunsen burner'. Then he called her over and handed them to the girl....   [tags: Slavery Judgement Poems Branding Essays] 3064 words
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The Significant Factors To Building Brand Awareness - The review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior. The study prove that the significant factors on brand awareness as a perception of product, service, and image of the company and has a tremendous effect on consumers’ evaluation of system results. From reading all of the relevant journals, it is understandable that the significant factors on building a successful brand image and awareness is consumers and their relationship with the brand, company, service and the product....   [tags: Branding, marketing, ]
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Brand Profile for XM Radio - Brand Profile for XM Radio *Brand Name: XM Radio *Brand Quality: Superior digital sound technology, unparalleled signal coverage, proven chipset technology, and outstanding programming. *Physical Characteristics of the Brand: All hardware is manufactured by third parties, the service is all that is supplied by XM; however all hardwire contains the XM logo. *Brand Strategy: “With XM, listeners will enjoy the clearest the clearest, hottest, hippest, and most provocative radio entertainment, seamlessly across the country.” *Brand Image: Satellite radio inventor, innovator, and market leader....   [tags: Marketing Branding Market] 1589 words
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Automobile Ads Analysis - Hummer H3 V8 - Creative concept: I liked the creative angle that was given to the brand. As a brand with so much emotional capital, it was well employed to create a no-frills ad that spoke little and yet had an impact. A very visually strong ad too. I liked the light balance that has been used, especially on the product. Bold, in- your- face and prestige were the key elements that I feel come across strongly. The headline is very creative, commands respect. If I were to put myself in the shoes of their TA, I would definitely be enticed to go for a test drive or check out the website for more information....   [tags: Advertising Branding Analysis] 717 words
(2 pages)
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Arm & Hammer Baking Soda - Arm & Hammer Baking Soda Abstract The Arm & Hammer Brand Baking Soda has been a staple of American life since 1846. The brand once only used for baking enjoyed a resurgence of interest in the 1970's by reinventing itself and its usefulness without changing a single ingredient. The new marketing campaign would eventually expand the Arm & Hammer brand to include deodorants, laundry detergents, cleaning supplies, and even toothpaste. An interesting history with many interesting uses in such an uninteresting little yellow box we are all familiar with, Arm & Hammer Baking Soda has become as Americana as apple pie and baseball....   [tags: Branding Brand Baking Soda] 1833 words
(5.2 pages)
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Creative Strategy for RAPTURE by Hilton - Creative Strategy for RAPTURE by Hilton Copy Platform: Basic problem/issue to be addressed: Convey all features without creating a “busy” advertisement with a clear visual path that stimulates the reader to peruse more information. Once this is established another issue to be addressed is selling the idea of luxury accommodation for the “thrifty” backpacker and the known name of Hilton. The combination of theses two to create an advertisement that delivers a message portraying fun and savings as well as conveying style and class....   [tags: Marketing Branding Business ] 1530 words
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The History of Philip Morris and the Marlboro Brand - Table of Contents Table of Contents 2 The history of Philip Morris and the Marlboro 2 The Marlboro 3 The control power 4 The intended message of the Marlboro 4 Redefinition of masculinity 5 Secondary messages of the Marlboro 5 Marlboro Man 6 Marlboro Country 7 References 7 The history of Philip Morris and the Marlboro The history of what is now a global company can be traced back to Philip Morris's 1847 opening of a single shop on London's Bond Street, selling tobacco and ready-made cigarettes....   [tags: Business Marketing Branding] 1798 words
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Target Corporation - In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994))....   [tags: Business Analysis Market Branding] 1039 words
(3 pages)
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The Role of Product Positioning in Consumer Buying Decision Process - The Role of Product Positioning in Consumer Buying Decision Process Segmenting, Targeting, Positioning (STP) is the process which marketers employ to select target markets. Segmentation is the process of ordering consumers into groups with similar product interests or needs. Targeting involves a company determining which market segments it believes it can satisfy, and then choosing an appropriate targeting strategy for the segments....   [tags: Market Marketing Psychology Branding Customer] 1126 words
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Red Bull Energy Drink - Red Bull Energy Drink The product chosen by the group was the energy sports drink Red Bull. Initially from first glance the marketing mix of this product was thought customary, however as it will be shown the marketing of Red Bull is anything but standard. Red Bull was founded by Dietrich Mateschitz in Austria in 1984 and is now available in over 80 countries worldwide, including Trinidad and Tobago. With global sales surpassing 1.5 billion cans, its annual revenue exceeds $ 300 million.1Red Bull is a disruptive product that is, a product that eventually overturns the existing dominant technology or product in the market2....   [tags: Market Analysis Red Bull Branding] 1744 words
(5 pages)
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In Todays Society - In today’s society the public branding of the Gap name can be found everywhere. Go to any big city in North America and there will be public branding of the Gap name. Almost any major company will participate in public branding of their name. Gap keeps on public branding their name more and more effectively. Sides of buses, large billboards downtown, benches and subway stations will have the Gap name branded all over them. These are examples of public branding. Public branding is good for marketing ....   [tags: essays research papers] 658 words
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Design: Representation and Semiotics - The phrase "what is design" has been contemplated constantly. Walking down the street, people see cars, buildings and advertisements; piece of artwork serving purposes in the daily lives. Throughout society, people are bombarded by a verity of designs captivating the users and manifesting itself within cultural space. It is a broad definition and this may be due to the existence of art, with the two forms sharing such similarities yet different quite distinctly. Designers create to capture users attention, but ‘what is design?’ When the term ‘design’ comes to mind, it could be difficult to define and is often misconstrue as a term for art, however they have two entirely different meanings....   [tags: Design]
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COOPA Project - Fashion began in Paris at the end of the 19th century. That was when the first designer label was created. ‘Charles Frederick Worth’ was the one who began the fashion branding. Before the brand begun, the dressmaker are just a tailor who receives an order from their clients, who had seen the dresses from the illustrated magazine and wanted to make copies them. After Worth had changed the fashion rule, Dressmakers come to be more creative and dictate fashion. They produced their own gowns and gave their clients a little show....   [tags: Marketing] 501 words
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What Did You Buy Into Today? - What Did You Buy Into Today. Take a look at your shoes. Check the breast of the shirt you are wearing. Don’t forget the ass of your pants. What about the food you ate for lunch or the computer you typed your paper on. There is no denying that we are living in a brand name life. People have become consumers whether they’ve wanted to or not. It is impossible to walk through life without being bombarded by image after image of a branded identity. From Nike to McDonald’s, Apple to Evian, the “brand” has worked its way into consumer consciousness on a level that has not been seen in the past....   [tags: Advertising Media Papers] 2132 words
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Research Methods - (Zikmund, 2003) states that exploratory research should be used to clarify ambiguous problems. Management may have discovered general problems but research is needed to gain better understanding of the dimensions of the problems. This study aims at exploring and delving into the underlying factors of why organisations struggle to attract and retain talent using the employer brand. The challenges of talent management are well known and are applicable to all players, there is a possibility that other drivers are at play and therefore warrant the need to explore....   [tags: Research Analysis] 1048 words
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ING in Asia and Pacific Region - Introduction ING is an insurance and banking products company that provides their services to North / South America, Europe, and the Asia / Pacific region. When Jacques Kemp assumed the role of Chief Executive Officer (CEO) of the Asia / Pacific region he observed that each country within that region acted as a separate company and there were no consistent measures to compare countries. He sought advice from consulting companies to change their business strategy but still felt that no one seemed to grasp the full scope of their industry specific challenges....   [tags: Business]
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Brand Extension - Product Brassington (2007) point out that product is not only the physical product, it also include brand, after-sales service, guarantees, installation and fitting which could help product to gain advantage in competitions. Kotler (2007)also point out that product is the goods which is easy for people to be attract, to contract, use and fulfil people’s desire. He also said that the product could be physical products, services, people and organizations. Product range A company could provide a single kind of product or various kinds of products to their client....   [tags: Marketing] 1661 words
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A Critical Exploration of Klein’s Discarded Factory in Connection With Stoller’s Money Has No Smell - There is an undoubtedly enormous influence on the world by consumerism. Consumerism and capitalism shape the nation that we live in today. Everyone knows this because they see advertisements all day long on television, on the radio, on billboards and through hundreds of other mediums. Unfortunately, what the world is not exposed to is what goes on behind the marketing and the ultimate final sale. There is a dark side to capitalism created not only by shady merchants, but the worldwide multi-national companies as well....   [tags: Marketing ]
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boeing case study - Summary William Boeing founded the Boeing airplane company in early 20th century. After strings of acquisition and mergers, this company grew and became the current largest world aerospace industry. Followed by previous reorganizations in 19990s, this company decided to start its branding campaign in May 2001. This campaign was consisting of lots of effort and structural changes for the first time in this corporate history. The media was showing the initial success of this campaign just after its beginning....   [tags: essays research papers] 559 words
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An Investigation on the Importance of Brand Names to Consumers - An Investigation on the Importance of Brand Names to Consumers Introduction: The aim of this research is to find out why brand names are important to consumers. The reason why this research has been undertaken is because branding is an interesting topic, which plays a major part in everyday life. Brands are found everywhere that hardly anything today is unbranded, including clothes, food, furniture and even cars. The research will show why brands are important to consumers....   [tags: Papers] 1580 words
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The Difference Between Building a Powerful Online Brand or Building a Powerful Brand Online - The Difference Between Building a Powerful Online Brand or Building a Powerful Brand Online Building a powerful online brand is different from building a powerful brand online. The Internet is seen as a new marketing model, especially for direct marketing. Although it offers exciting potential for marketing communications (MarCom), it can rarely stand alone as a brand-building tool just as direct marketing cannot. Companies should utilize the Internet as a marketing mechanism, not the marketing mechanism, and strategically fit it into the overall MarCom mix....   [tags: Papers] 1040 words
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Advertising vs Publicity in PR Campaigns - Advertising vs Publicity in PR Campaigns Introduction In today’s competitive marketplace, organizations rely on their public relations departments to manage their overall public image and create interest. The overall public image of any organization can greatly impact whether or not people will by their product, invest in their stock, or want to be associated with the company itself as an employee or vendor. The main purpose of a public relation’s campaign is to promote the organization to its key publics and then develop and manage a positive image between the organization and its key publics....   [tags: Compare Contrast Public Relations] 865 words
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retail image study - SUMMARY OF RETAIL CONCEPT AND BRAND PERSONALITY In a contemporary market place, retail branding is considered paramount in the retailing industry to influence customer perceptions and drive store choice and loyalty. Ailawadi (2004). Digital Marketing Group (2004) defines effective branding as the proprietary visual, emotional, rational, and cultural image associated with a company or a product. The purpose of having people remember the brand name and have positive associations with that brand is to make their product selection easier and enhance the value and satisfaction they get from the product....   [tags: essays research papers] 1490 words
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Brand Strategy And Management - Brand Management Over the past years, large groups of people have experienced an increase in their living standards. People have become wealthier and they posses a larger buying power. Nowadays, most consumers are more likely to choose branded products that are established over products of an unknown make. It is a norm that human beings tend to change their consumption patterns in different situations. In this case, they are better off now, than they were before, thanks to strong economic growth....   [tags: Business Marketing] 1865 words
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Rosewood Hotels Marketing Plan - MARKETING PLAN OBJECTIVE The main objective was to foster customer retention and loyalty increasing cross-property usage. The number of multi-property guest stays should be increased to 10% from the 5% rate experienced during the last year. MARKETING SITUATION Problem situation: Rosewood brand was muted, not very well known but it was not clear what is the best corporate branding strategy without destroying the value of each individually branded hotel and loosing a customer....   [tags: Business Marketing Analysis] 1441 words
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Black and Decker Marketing Stratgey - The Black and Decker is the large producer of power tools and accessories, household products, outdoor products and hardware. It has the number one market share position in the Consumer and Professional-Industrial segment but insignificant share in the Professional-Tradesmen segment. Below I will answer the questions posed in the case and will make analysis in order to understand the situation and make some recommendation for Black and Decker situation. 1. Black and Decker has 9 % share compare to Makita 50 % in Professional-Tradesmen segment because Black and Decker is mainly focused on Consumer and Professional-Industrial segments and has significant market share in those segments....   [tags: Marketing ] 1403 words
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Intellectual Capital - The term intellectual capital could be described as the capital or all the resources that determine the competitiveness and the value of an organization. In other words, intellectual capital could be described as the knowledge or property of an enterprise that can be used for some useful purposes of the businesses such as money making, increase in market base etc. Intellectual capital includes knowledge and skills developed by the organization for making particular goods or services or the skills of employees whose knowledge is critical for the continuous success of the company (Brooking, 1996)....   [tags: Business Analysis]
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The Importance of Market Research to AAA Travel Auto Club South - The content of this paper will discuss the importance of market research to AAA Travel Auto Club South. While discussing the importance of market research this document will start with a definition and than evaluate if market research is used by this organization and if so what the value of using it is and the various types of marketing research AAA Travel Auto Club South uses and it’s importance to their organization. The process of market research is assembling information, analyzing its value, and interpreting market information about products or services to be presented for sale in a particular market (McDaniel & Gates, 2006)....   [tags: Market Research ]
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Android: Advanced Technology, Superior Quality - The Android operating system is well known among the masses, mostly known for its high tech phones that are released regularly. The mascot, a green alien for Android has also attracted a lot of attention. Android was founded by Andy Rubin and his partners Rich Miner, Nick Sears and Chris White in 2003. In 2005, Google sought out the opportunity and bought Android. It was then developed by Google and Open Hands Alliance. As time progressed many improvements and updates were made since the initial release of the system....   [tags: Technology ]
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Cult Brands - Cult Brands Maslow's postulated that we humans have an ascending order of needs and used a hierarchal pyramid to prioritize them. At the bottom levels of the pyramid are our physiological needs, which include basic things like food, shelter, and clothing that we all need to survive. At progressively higher levels in Maslow's Hierarchy are the needs for safety and security, social interaction, and self-esteem. At the very top is self-actualization, a term Maslow coined to describe the ultimate human need to learn, grow, and reach one's full potential as a person....   [tags: Business Marketing] 841 words
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Environment Analysis: Creative Confections - Environment Analysis: Creative Confections "I've always liked to be adventurous with food, especially desserts," said Lavonne Temple, founder of Creative Confections (CC), a small and emerging specialty bakery in Jacksonville, Florida. Starting with cake and candy recipe experimentation in 2002, Temple developed a tidy little business selling scrumptious specialty cakes and candies from a home-based operation. Increasing demand for Temple's upscale homemade confections recently poised CC on the brink of major expansion....   [tags: Business Market Analysis Strategy] 1356 words
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Samsung Case Study - I. Summary of the Facts This case study analysis is on Samsung Electronics Company (SEC) and how it has climbed up the ranks in the past decade via calculated marketing strategies, extensive market research and analysis, and a risky bet on how the market will evolve. Samsung’s principle outlook took time and education from within and thereafter the general market. Samsung Electronics Company (SEC) began doing business in 1969 as a low-cost manufacturer of black and white televisions. In 1970, “Samsung acquired a semiconductor business” which would be a milestone that initiated the future for SEC....   [tags: Business Analysis] 1790 words
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Target Market - Target Market Green & Kriegar (1991) states that target market are that segment of the market to which a particular product of the firm is aimed at. It is often categorised by age, gender, and geography and socio economic analysis. Hertfordshire Computing targets the local consumers specially the students and office going people. Since the company specialises in providing sales service to customers who do not have computing skills and knowledge, an ideal customer would from the local school or office looking for the optimal machine in accordance to his needs....   [tags: Business Plan] 797 words
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The Cost of Funding American Public Schools - Public Schools can, undoubtedly, achieve great things by supplementing their budgets with money from corporate sponsorship; however, this activity is dangerous for public schools as it could put them in a position where they would be expected to support a corporation’s politics while possibly being made to forgo convictions for their own standards and ethics. Since the early 1900s, with the influx of immigrants and the increasing number of children enrolling in schools due to lack of employment opportunities, there has been great demand in education reform with regards to laws and funding (Grubb)....   [tags: Education]
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Strategic Audit of Harley Davidson - Value Chain The series of activities that are enacted by a firm that add value to a product beyond the cost of the production are referred to as the value chain. Harley Davidson offers a combination of superior performance and unique attributes within its value chain that promotes their core competencies and provides them with a competitive advantage. Operations Harley Davidson’s approach to the manufacture of motorcycles creates value as raw materials evolve into sellable products. The 40,000 square meter plant in Kansas City, Missouri is laid out in a fashion that permits the backward integration of components within the production facility....   [tags: Business Analysis ]
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The Story Stuff - In the essays that we have been reading, there is a consist theme that has been occuring. This consist theme has been that there are people who are in power, and that their conscience has been covered by hot iron, becuase their minds are being controlled by their love for money, and that they have screwed up the way that the world works in the pursuit of money. The first assignment that we had was to watch the “Story of Stuff” and then had to talk about it. In the “Story of Stuff”, the main idea was that corporations cared about one thing and one thing only, making the most money, even if that meant destroying human lives and destroying the planet....   [tags: Environment, Corporations, Consumerism] 1447 words
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Colgate-Palmolive - Companies are not able to succeed without having a strong branding and pricing strategy. Colgate-Palmolive has managed to build a strong brand name and offer competitive prices. Innovation is a key factor in the Colgate strategy. This paper will take a look at Colgate-Palmolive’s product positioning and life cycle. This paper will also discuss the branding relationships and pricing methods. Positioning and Life Cycle According to Keller and Kotler (2009) “positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market.” Colgate-Palmolive has remained a leader in the oral health care industry....   [tags: Business, Competitive Prices, Innovation] 810 words
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Tattoos - Tattoos The human body is the last artistic territory. Many individuals utilizing their own bodies as the artistic medium create visible bodily expressions of their inner selves. “Bod-mod” is the growing revival of highly visual, primitive body modification practices such as branding, scarification, multiple piercing, and tattooing. Body modification can be implemented to signify various stages of life. John Moore, a 25-year-old computer scientist, was tattooed after he received his Bachelors of Science degree from Texas A&M University....   [tags: Papers] 397 words
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Ameican Cowboys - Ameican Cowboys Have you ever wondered who the cowboys were; how they lived; or what they did. The American Cowboy's way of life was interesting and unique, and they contributed more to society than one might think. Besides looking after stock and driving cattle, they had to round up huge numbers of cattle for ranchers. This paper will examine the American cowboy's character, what they wore, the everyday things they did like driving cattle and branding calves and the lawlessness of the old west....   [tags: Descriptive History USA Cows Essays Papers]
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