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Brand Equity Describe the Roles and Objectives Research Paper

… Brand Equity

Describe the roles and objectives of a brand manager and a brand management team

Brand, or product, management is the other principal area of corporate advertising and in recent years has become one of the dominant fields of marketing, often driving advertising development. Brand management is usually part of the marketing or sales department. The brand manager concept was established in the 1930s by the giant packaged-goods corporation Procter and Gamble and has since been adopted by many companies, particularly those that manufacture food, packaged goods, and many different products and brands.

Corporations that use the brand management system assign one person to a specific product or product group. This executive, often with his or her own staff, handles all the work that…. [read more]

Branding in Service Markets Dissertation

… Consequently, the message starts to stimulate customers starting to consider making a purchase.

The brand also serves as a substantial financial and political power in the macro-level focus of culture; particularly as it relates to issues and discussion regarding globalization concerns. As noted in the first chapter of the AMP, just as the growing impact of marketing touches most aspects of the consumer's lives, brands and branding have likewise become "an increasingly dominant market economic and commercial ideoscape" (Heding, Knudtzen, & Bjerre, 2009, p. 210).

With organizations like WTO implementing branding in its marketing and management practices, branding will likely remain central to structuring commercial and economic activities -- in large as well as in small countries globally.

Branding Evolution

The process of branding reportedly…. [read more]

Brand Equity and Customer Purchasing Term Paper

… While concentrating on the function of giving knowledge, a primary feature concerns with building the expectations of quality. Quality expectations impact first-time buyers, and by means of their task in establishing satisfaction and recurring buys. Moreover, while increased preliminary expectations might end up in preliminary buys, exaggerated expectations result in displeasure and thus lower buyers in the years to come. As a result, the maintenance of expectations prior to buying as also following buying is a crucial element of marketing technique. (Dube; Chattopadhyay; Letarte, 1996, p. 82)

Customizing advertisements, which means handing out audiences with messages which will suit according to their taste, presents marketing personnel the chance to enhance the precision of their goal, while simultaneously presenting audiences with interactions which enhances their contentment…. [read more]

Influence of Branding on Consumer Purchasing Behavior Research Proposal

… Branding Strategies

Assessing the Influence of branding on consumer purchase behavior is begins with an analysis of how the accumulated effects of marketing strategies contribute to the permanency of branding and their accumulative effects on consumers. The impact of Web 2.0 technologies (Bernoff, Li, is re-ordering the dynamics of branding on a global scale based on social networking. Broader still is the cultural assimilation of branding on a global scale. Learning and cultural assimilation is actually becoming more pervasive as a result of more effective branding strategies that are being implemented. This cultural assimilation and focus isn't at the expense of cultural richness and identity at a local level however. Research completed in this dissertation shows that branding and messaging is interpreted and synthesized…. [read more]

Brand Loyalty Research Proposal

… Kunkel, Funk, and King (2009) investigate sport team brands, and specifically as these are associated with league brands. Brisbane and Sydney (developed locations) were the specific investigation locations.

The study found that brand association literature could be usefully applied to promote an understanding of sport league associations. Attributes, benefits, and attitudes were factors that linked strongly to professional football leagues. League identification and peer group acceptance, on the other hand, could not be proven as particularly important for league brands. Commitment showed the strongest correlation. Once again, the fact that this study was conducted for developed world participants provides a strong basis for application to the American market. Contrasting factors can then be identified for the Kenyan market as well, which makes this study useful…. [read more]

Role of Land Settlement Cooperative in the Kingdom of Thailand and Its Business Performance Term Paper

… Role of Land Settlement Cooperative in the Kingdom of Thailand and Its Business Performance

Prior to the Cooperative Crisis

Agriculture is a mark of civilization for the mankind.

It is beyond economy.

It is a part of our society, and a part of our culture." (Kittiampon)

Interview: Thailand...," 2000)

Cooperative Contentions

This researcher contends that in Thailand, an agricultural cooperative's business duties, when dealing with farmers may be divided into two primary scopes:

The first "scope" consists of the original idea founding the agricultural cooperative, focusing on money, in the realms of either savings or loans.

Another "scope," marketing needs to cover the dual aspects of marketing agricultural products, such as providing pertinent agricultural input to members and gathering members' products to resell.

The primary…. [read more]

Ewom Communication and Brand Trust Term Paper

… EWOM Communication and Brand Trust

Brand Trust and Customer Equity

EWOM Communication and Customer Equity

Brand Equity Drivers and Customer Equity

Relationship of Equity Drivers on Customer Equity

Value Equity Drivers

Brand-Related, Relationship-Related and Value-Related Drivers

Developing eWOM Campaigns

Things Not to Do with eWOM

Considerations for Consumer Online Reviews

Comparison of WOM Campaigns

Customer Equity (Villanueva, Yoo & Hanssens 2006, Introduction Section, ¶ 1).

CLV: Consumers' lifetime value (Villanueva, Yoo & Hanssens 2006, Introduction, ¶ 1).

UGC: User-Generated Content (Cheong & Morrison 2008, ¶ 1).





"…[C]onsumer reviews and ratings are the most accessible and prevalent form of eWOM"

(Hopken, Gretzel, & Law 2009, p. 38).


In the literal world,…. [read more]

Emotional Drivers of Consumer Toward Swarovskis Brand Literature Review

… Emotional Drivers Towards Swarovski's Brand

Emotional Drivers of Consumer toward Swarovski's Brand

Emotional Drivers of Consumer toward Swarovski's Brand

Emotional Drivers of Consumer toward Swarovski's Brand

The standard of living and the lifestyle of the general population in today's time has changed and enlarged because of various economic factors for instance mounting disposable income, growth of high income groups in emerging nations and many more. In a very similar manner, the social influence in the modern epoch towards the purchasing of luxurious items has also come to sight that one can reflect their image as an affluent person. As an outcome of it, demand for the luxury goods and services has escalated and intensified largely (Wright, East & Vanhuele 2008).

The fact that the brand…. [read more]

Success of Airline Brand Emirates Airlines Research Proposal

… ¶ … Emirates Airlines

The purpose of this study is to assist in the identification of the key concepts of brand image and development utilized by industries and to examine the issues of how the brand image of Emirates Airlines might be changed based on performance and scope of operations. The research issues will result in the provision of new tools for the company in defining strategies for brand nurturing and development globally. The questions addressed in this research study include those of: (1) How is the brand of Emirates Airlines viewed currently and how is this brand image impacted globally? (2) Who does the company view as its main competitors for its brand image and why? And (3) What steps can be taken to…. [read more]

UK Public Limited Company Vodafone Essay

… Policies on regulation include restrictions to engage in anti-corporate business associations, production effectiveness and quality maintenance, together with how to handle clients and employees in the market. For instance, one of the regulations ensures that the company has lived within the precepts of customer preferences and tastes in the market.

Policies on regulation serve the Vodafone PLC in various ways. Production efficiencies are ensured under regulatory policies. The policies enable Vodafone PLC to coexist with other producers and competitors in the market. With regulation polices, the company manages to access its steps of production without having to derail on services and products from its competitors in the market. Moreover, profit accrual is essential as it does well when policies of regulation are directed at bringing…. [read more]

Hotel Brand Satisfaction Dissertation

… ¶ … improving brand awareness and customer satisfaction in the hotel industry. In support of this aim, the study was guided by several research questions: (a) what current branding strategies are being used by hotel chains and how effective are these methods in contributing to their customer loyalty and profitability?; (b) what specific factors must be taken into account in formulating hotel chain branding strategies? (c) what effect, if any, does a hotel chain's brand have on customer satisfaction?, and (d) how can hotel chains use information technology to develop improved brand awareness and satisfaction with existing and potential customers? To achieve this research purpose and address these research questions, the study used a mixed methodology consisting of a review of the relevant secondary literature…. [read more]

International Expansion Essay

… China has in the recent years liberalized its trade policies (Lardy,2003; Ianchovichina & Martin,2001). This means that import and exports can be conducted freely. Red Bull can exploit this friendly policy in the importation of its products into the populous Chinese market. Red Bull must also tow the line in regard to adhering to the Chinese food and beverage importation policies.

Some of these rules and regulations as stated in the policy include the following;

The company must ensure that they declare the importation of its goods to the Customs at the port of entry or any other place of entry within 14 days from the declaration of entry date.

The imported Red Bull products must be given Chinese labels as stipulated by the Chinese…. [read more]

Starbucks Corporation Competing in a Global Market Term Paper

… Starbuck's Case Study

Briefly describe the history and evolution of Starbucks.

Seattle entrepreneurs Jerry Baldwin, Zev Siegl, Gordon Bowker founded Starbucks in 1971, locating their coffee importing business in Seattle's Pike Place market. The founders were content to grow the coffee importer to five stores in the metro Seattle area, and were gradually becoming known in the coffee industry, and as a result of these associations met Howard Schultz, who would eventually buy the chain and transform its business model. Mr. Schultz was passionate about introducing retailing concepts he had originally discovered during a trip to Milan, Italy and immediately after coming back from Italy, launched what would become the prototypical Starbucks stores, combining meetings places with good ambience for friends catching up with each…. [read more]

Business Plan for an Imaginary Software Company Business Plan

… ¶ … business plan for an imaginary software company, Techno soft which aims to enter South Asian market as a part of its international business expansion strategy. The paper is divided into different sections. The first section presents an ample introduction to the company; its location, products, mission, vision, and strategy, the source of competitive advantage, and the nature of business opportunity which it wishes to avail in the new market. The second section presents environmental and industry analysis of the firm using different tools; like PEST Analysis, Five Forces of Competition, CAGE Model, and future outlook. The third section is dedicated for the marketing plan of the company which describes the company's target market and marketing mix strategies.

The fourth section presents an organizational…. [read more]

Cadbury Beverages, Inc. Crush Brand Case Study

… Cadbury Beverages Inc. - Crush Brand

Cadbury Beverages Inc. -- Crush Brand

Cadbury Beverages Inc. is one of the more reputable providers of soft drink beverages, but despite their reputation and strong market position, the organization finds itself in the place where it needs to reaffirm itself. It strives to do so through the relaunch of three of its most powerful brands -- the Crush, Hires and Sundrop soft beverage brands. In the relaunching of these brands, Cadbury Beverages Inc. faces three primary challenges, as revealed below:

"First, immediate efforts were needed to rejuvenate the bottling network for the Crush soft drink brand. Second, according to one executive, "[we had] to sort through and figure out what the Crush brand equity is, how the brand…. [read more]

Marketing Questions 1. Describe the Marketing Strategy Term Paper

… Marketing Questions
1. Describe the marketing strategy currently used by this restaurant. Do
you that this approach is effective? What suggestions would you make to
improve the restaurant's marketing programme.

Van-Oriental Restaurant's marketing strategy concentrates on the expertise
of its executive chef, Mr. Joseph Ma, and his range of Chinese cooking
styles including Shanghai, Szechwan and Cantonese in addition to
underscoring his international experience. The intent of relying on Mr.
Ma's expertise is to attract discerning customers who can appreciate his
talents at preparing foods in styles appropriate to each area mentioned.
To broaden the potential customer base, the advertisement also mentions
they offer Western dishes prepared in Hong King Style, and also have become
known as a "famous BBQ Specialist" as well. The marketing…. [read more]

Oakley Pro-Lenses Marketing Plan Marketing Plan

… Besides providing modern glasses, we will also create special glasses according to our clients' preferences, using customization at an affordable price.

What differentiates our product from others offered by our market is the innovative technology. Our interest is to surprise the customers with unique, smart glasses which will make not only look good but will also save time and avoid stress. These types of glasses are intended for people who want both themselves and their lifestyle to be unique and modern.


Even though for Oakley Prolenses we don't have direct competitors; our competition is an indirect one, being represented by the well-known brands of sunglasses such as a Ray-Ban, Prada, Polaroid etc.


Our objective is to promote a new type of sunglasses: smart,…. [read more]

Swarovski and Luxury Fashion Experiential Literature Review

… Swarovski has extended a cordial relationship with its customers over time. When it adopted experiential marketing, it showed its commitment to its customers since it appeared to be willing to go an extra mile and give its customer a chance to experience Swarovski lifestyle. This is the reason why every showroom of Swarovski, its own website and presence on social media shows that Swarovski is a brand which should be the first choice of crystal lovers. Through a luminous experience offered by it, it has managed to attract a mass of customers globally. It appears that Swarovski knows that attracting customers is easy but it's difficult to retain them. It appears to exploit the emotional attachment of its customers to its fullest. It has not…. [read more]

Employee Motivation in a Pcba Contract Manufacturing Dissertation

… Employee motivation in a PCBA contract manufacturing industry -- an example of Plexus

Today many organizations are going through change due to globalization and ever changing technology. Organizations have to cope with these changes by broadening their networks, introducing new systems at work place, hiring new staff or other many such type of changes. These changes influence workplace atmospheres as well as existing employees and they feel it difficult to cope with the changes. Current paper is a case study of Plexus Company a part of the PCB contract company. Plexus organization went through change as its widened its network and as a result workplace atmosphere was affected. The researcher explored the change affect in the company at operational level by exploring the factors of…. [read more]

Williams-Sonoma Continues With Its Current Essay

… A more streamlined organizational structure will allow for more efficient use of scarce resources.

In addition, Williams-Sonoma is focused almost exclusively on the U.S. market. I can understand not wanting to stray too far from what it does best in home furnishings, but some diversification would be nice. Canada is a good market. There is no learning curve to speak of, and both the banking system and housing markets are more robust than in the U.S. Mexico is a massive market and if the company has enough Hispanic talent in its managerial pipeline, it can begin to tap the 20-30 million middle class Mexicans who can afford Williams-Sonoma brands. I would make these two countries a priority, but also begin to look at some of…. [read more]

Online Purchases? Research Paper

… Table 1

Measurement categories for online consumer behaviors








< 21 years

21-29 years

30-39 years

40-49 years

>50 years

This breakdown is congruent with the approach used by Shergill and Chen (2005) in their study of online consumer behaviors. These data will be presented in tabular form and depicted graphically as shown in Table 1 above. This approach is consistent with the guidance provided by Chaudron who recommends that, "Whenever creating surveys, decide how to analyze, chart and graph the data before subjects complete them. This approach avoids bias when there is no set procedure for analysis, and reduces last-minute panic when the data comes flooding in" (p. 6).The two-part proforma survey instrument is set forth in Table…. [read more]

AT&T Trends, Environment, and SWOT Analysis Term Paper

… AT&T Wireless

The objective of this paper is to complete a situational analysis of AT&T Wireless (also known of as AT&T Mobility), specifically focusing on the environmental factors, broader industry-wide trends, and a SWOT analysis of the company. In addition, an analysis of the segmentation strategy and recommendations for further enhancement are provided in this paper. These foundational elements are in turn used to analyze how to customer churn for the company can be minimized. From the analysis completed of AT&T Wireless serving as the foundation for analyzing their customer churn challenges, two to three alternative plans to minimize churn are also presented. From these, the best possible alterative is provided. It is important to note that churn is a characteristic of…. [read more]

Application of Theory to Practice Middle Childhood Term Paper

… ¶ … Practice (middle Childhood)

The objective of this work is to analyze the importance of understanding the stages of human development in the classroom. Specifically this work will analyze some of the problems that might result from a teacher's lack of such understanding. The focus of this work is on Middle Childhood and will include a discussion of teacher behaviors that serve to promote students' thinking abilities, behaviors that would help students achieve greater success, and behaviors that would promote the social and emotional well-being of the individual student as well as improve the classroom environment for children in that stage. Finally this work will include classroom practices and materials that serve to promote diversity and equity within the educational experience.


Standards for…. [read more]

Wynne, Co-Owner of Arena Flowers Essay

… The alternative would be demonstrations with facilitator exhibiting procedures to the group.

(c) Imagine that you are Will Wynne and, in order to plan the future of the company, you are trying to identify the most pressing marketing and suggest solutions to problems.

Wynne is going to be faced with a lot of competitors, some of whom will be offering cheaper flowers than he. Wynne, as he observes himself, will need to differentiate himself from the crowd. This is particularly so if he hopes to attract investors.

Wynne will first need to structure a message of what he stands for. He will need to brand himself, know his target market, define his mission, and objectives, and create an 'elevator speech' that will inform potential clients…. [read more]

Lufthansa Going Global but How to Manage Complexity Essay

… Lufthansa

Describe the type of international strategy the company has chosen.

Lufthansa's international strategy has traditionally been built around its Frankfurt hub, with secondary operations in Munich and Dusseldorf. The airline has typically linked Germany with the world via these three cities. According to Porter's generic strategy typology (QuickMBA, 2007), Lufthansa has not determined a particular competitive strategy, although the brand's good reputation places it more in the differentiated category. It has in past refused entry into the low-cost carrier market (World Airline News, 2000). Monopolies protected Lufthansa's business for a long time, so it did not need to develop a clear competitive strategy. As these monopolies have crumbled, Lufthansa has begun to broaden its market focus by including a number of other German cities,…. [read more]

Marketing Plan for Vinny's Prima Prego Marketing Plan

… Vinny's Prima Prego! Is a blossoming gourmet pasta restaurant in Kansas City with a rapidly developing consumer brand and growing customer base. The restaurant is to serve the younger generation of working professionals living in Kansas City. The restaurant faces stiff competition from various other restaurants but the one of the main ways of gaining competitive advantage is to offer deliveries to their clientele. An Integrated Marketing Communication strategy is developed in an effort of increasing its sales.

Situation Analysis

Vinny's Prima Prego! is close to entering their second year of operation. The restaurant has been well received, and marketing is now critical to its continued success and future profitability. The store offers an extensive offering of unique, gourmet pastas with delivery and curb-side services.…. [read more]

Marketing in Healthcare Catholic Term Paper

… The mission of the CHW is to provide those in disadvantaged financial positions with excellent health care. It is also their mission to do so in a spirit of Christ-like compassion and love.

If a paradigm of wellness is to be adopted, programs such as community education events could be implemented. These could focus on educating the public regarding the maintenance of health and the prevention of illness. The focus can still be the poor and of course the acute illness care unit can still operate for those who need it. However, if wellness is a greater focus within the organization, some of the existing facilities could be converted to become education centers to help people focus on wellness.

For any organization to grow, new…. [read more]

Nestle in 2008 Case Study

… Nestle Company

Nestle's long history began with founder Henri Nestle's infant saving formula. More than 140 years later, the company has grown into an international powerhouse centering on nutrition, health and wellness. However, the organization's recent financial success leads to a significant challenge. New CEO, Paul Bulcke, will need to ensure the company doesn't become complacent and continues to operate with a sense of urgency. This can be accomplished by taking advantage of developing and emerging markets, through the customization of recently acquired frozen pizza brands from Kraft Foods. If Nestle is ill-prepared for this, it could negatively affect their market position and profitability.

Table of Contents


Executive Summary:

Brief Problem Diagnosis:

Analysis of the Problem:


Strategic Posture:

Strategic Managers:

SWOT Analysis:

Strengths:…. [read more]

Nike's Strategic and Financial Position Capstone Project

… According to, "By the mid-1980s, Nike had slipped from its position as the industry leader. In part because the company had badly miscalculated on the aerobics boom, giving upstart competitors an almost completely open field to develop the business. Fortunately, the debut of a new signature shoe for an NBA rookie by the name of Michael Jordan in 1985 helped bolster Nike's bottom line." (

The decision to incorporate Michael Jordan with the branding of Nike was a brilliant multi-billion dollar move that worked out to be perhaps the biggest single signing, risk adjusted, in the history of athlete advertising. Nike also made additional moves that facilitated a rebound from a lackluster commencement to the decade.

According to, "In, 1987, Nike readied a…. [read more]

Marketing Plan for an Insurance Company Research Proposal

… Marketing Plan

The project is to create a marketing plan for Allstate. Allstate is one of the largest insurance companies in the United States, and they compete across most segments of the insurance industry. In 2007, Allstate's revenues were $36.769 billion, and their profits were $4.6 billion. Creating a promotional plan for Allstate represents an interesting challenge. They operate in some many segments, and have such a broad target market, that the marketing plan needs to be both broad-based and also fairly well targeted. It needs to be broad-based in order to drive business to all of the company's lines, and to market the company itself rather than just one segment. It needs to be well targeted in order to prevent competitors from exploiting a…. [read more]

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