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Branding, and Branding Management Brands Essay

… Apparently, in a case, where the management and consumers' objectives fail to coincide, this would result to ignorance from the consumers. In so doing, the efforts of the management, in terms of brand communications, would fail. This means that the brand management is inclusive of the consumers.In the past, the companies' management failed to focus on the brand. This was due to the hindrance in legislation, and the lack of concern from the consumers. Prior studies suggest that the brand was not an important consideration in purchasing behavior. The consumers felt that the price was the most important factor in the purchasing behavior (Shocker, Srivastava, Ruekert, 1994).

However, brand management evolved and in the 21st century, concepts of brand and branding have become crucial in…. [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]

Branding -- Is it Still Relevant? Principles Multiple Chapters

… Branding -- Is it Still Relevant?

Principles of Traditional Branding Strategies - Introduction

Branding is subject to numerous definitions, but for author Matthew Healey he begins with the definition of "brand" from the Old Norse or Germanic root; it literally means "burn" (Healey, 2008, p. 2). Obviously, branding beef cattle is different than branding Budweiser. Meantime, a brand in the marketing genre may be: a) the name of a product or service (Ivory Soap; BBC News); b) a trademark for a product such as Panasonic; or c) the belief a customer may have about a product or service, based perhaps on a slogan like "Please don't squeeze the Charmin!" (Healey, p. 3).

The brand is also a promise from the manufacturer that there will be…. [read more]

Brand Loyalties in Alcoholic Beverage Markets Thesis

… Brand Loyalties in Alcoholic Beverage Markets

Brand Loyalty Analysis

The perception of alcoholic beverages depends, to a great degree, on the personal experiences with alcohol consumption. Had the observer witnessed a family tragedy created around alcohol consumption, then his perception would be a strongly negative one. If on the other hand, the individual consumer has not had a negative experience with liquors, then he might consume the beverages as a means of recreation. But there is also the third category -- the alcohol addicts, whose numbers are increasing at a global level and who lose their lives, and those of the others, for a drink or because of a drink.

In a context of the recognized disastrous impacts of excessive alcohol consumption over the life…. [read more]

Branding and Communication Essay

… The example stated in the work of Cocoran is that of the company 'NIKE'. (2012 ) In 1996, NIKE was accused by CBS staff of "mistreating workers in Vietnam. The report claimed that contracted staff were subjected to a regime of both mental and physical brutality and made to work in appalling conditions in order to fulfill their daily quotas. Although the company tried to play down the story, their attempts were thwarted in when the New York Times ran a front-page narrative concerning a leaked internal inspection document by the global accountancy firm, Ernst and Young, which found that some workers in Vietnam were working in "unsafe conditions." The document declared that tests at a factory near Ho Chi Minh City showed employees were…. [read more]

Fashion Buyer Brand Own Branded Essay

… Consumers opt out for store brands in order to save money and this feature has turned out to be an advantage for the stores. The national brands sell for their names whilst when purchasing a store brand affordability is a key component for the buyers. A store has the opportunity to earn more if they manage to create their own brands. This would attract more customers and bring in more revenue to the store. If reasonably priced goods are offered along with good quality these stores can earn customers loyalty and attain repeat customers.

Presently, due to such competitive marketing environment the retailers have been forced to reconsider their store brand portfolio so as to maintain their place where the customers are just in search…. [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]

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]

Branding Brand Is a Living Entity Term Paper

… Branding brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures. - Michael Eisner, former CEO, Disney

What are brands, how do they work, how are they created and why? What is a position trap? What is a product attribute fixation trap? What impact, if any, does branding have on the cost of goods and services that consumers deal with? These and more questions regarding branding and marketing will be addressed, answered, and reviewed in this paper.

Meanwhile, are consumers being basically branded out? Are there just too many brands in the marketplace to allow any single brand to stick out like a healthy thumb? Outside of the few high-visibility, top-shelf corporate brands,…. [read more]

Brand Names Mean Less Today Term Paper

… ¶ … brand names mean less today than they did years ago, how should companies react? If you were running the marketing department of a company, how would you reach out to customers, who aren't as committed to brand names? On a personal note, how important are brand names to you? Has that changed over time? (ie, think about your mentality in middle school, high school, and now...and what it might be like 10 years from now...). Explain the importance (or lack thereof) of "branding."

Branding continues to become more and more transparent over time, partially driven by the lack of credibility that marketers have as a result of claims being proven false or over-inflated, and in large part due to the Internet becoming a…. [read more]

Ponds Moisturizer: Marketing Plan What Product Essay

… ¶ … Ponds Moisturizer: Marketing plan

What product or service category would you prefer? Why?

The product category I have selected for my marketing plan is Ponds. Ponds is a well-known brand of cold cream and other beauty products. It has strong brand recognition and a longstanding history as a brand. I selected this product because of the trusted reputation of the brand and its relatively reasonable price. Given the uncertainty of the current economy, many consumers are apt to cut back on purchases of high-end cosmetics. However, they are unlikely to eschew buying facial moisturizers entirely, given the emphasis on youth and beauty within American culture. Ponds moisturizes constitute an 'affordable luxury' for most consumers: they are not the cheapest brand of drugstore moisturizes,…. [read more]

Consumer Behavior for Marketing Understanding Essay

… The behavioral streams for operant conditioning are represented in this way:

S: R. Reinforcer + = Increase in the probability of Response

S: R. Reinforcer - = Decrease in the probability of Response

Classical conditioning is accomplished when some previously neutral stimulus has been paired with an unconditioned stimulus (U.S.) over a period of time with sufficient replications to create an association in the organism that triggers the unconditioned reflex (UR) previously reserved only for the unconditioned stimulus (U.S.). Once the unconditioned stimulus (U.S.) reliably brings about the desirable response, it is henceforth referred to as the conditioned stimulus (CS), and the desirable response is referred to as the conditioned response (CR). In its simplest form, the behavioral stream of classical conditioning is represented as…. [read more]

Organizational Culture of Wal-Mart Essay

… Organizational culture and the use of performance criteria affect the introduction of a union in many ways. To begin with the Organizational Culture" is one of those expressions, that you cannot see, however, it can be felt and experienced and it has a deep influence in the way individuals accomplish in an group. It means the approaches, experiences, principles, and standards of the work group or team that is inside the association, which to a degree affect the institute as an entirety (Carden, 2005). All staffs regardless of their grade, and whether they are specialists or not, donate to the culture of an association by bringing their diverse talents, awareness, services, standards, and principles to the person.

Workers may hold talents and abilities that could…. [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]

Retail Branding Term Paper

… Internationalization of Branding in the Retail Industry

In the past few decades, issues surrounding branding in the retail industry have emerged as a significant concern for retailers, consumers, and the fashion industry alike. Organizations are using branding as a strategy tool in today's business environment with increasing regularity. Although brands and branding are not new ideas, retailers are applying them to more diverse settings where the role of branding is becoming increasingly important (Wentz & Suchard, 1993). The traditional role for brands has recently reemerged as a topic of interest, as retailers are increasingly turning toward the internationalization of brands to survive in the highly competitive industry. With the growing realization that brands are one of a retailer's most valuable intangible assets, branding has emerged…. [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]

Influence of Self-Perception and Self-Image on Consumers Choice of Luxury Fashion Brands Dissertation

… ¶ … price remains one of the most important factors that many consumers take into account in formulating their purchase decision, it is important for marketers to segment their target market accordingly. For luxury brands, this means that higher prices must be justified by the consumers' perception of higher quality or more nebulous factors such as brand association. The primary of the proposed study is to examine the influence that self-perception and self-image have on the consumer in their choice of luxury fashion brands. To achieve this research purpose, the study proposed herein will be guided by five main aims: (a) to test and examine the hypothesis stated above for its validity; (b) if the hypothesis holds true, to measure how strong of an influence…. [read more]

Toyota Marketing Toyota: Improving Brand Trust Research Paper

… Toyota


Toyota: Improving brand trust

Toyota: Improving brand trust

It is hard to believe that a year ago, Toyota was one of the most respected brand names in the world, perhaps the most respected brand in the automotive industry. While the elite triumvirate of American car manufactures -- General Motors, Ford, and Chrysler -- floundered, Toyota's reputation remained above reproach. Toyota's management and manufacturing approach of high quality control; lean supply chains and minimal inventories; and just-in-time production were studied even by companies outside of the car industry.

Concern 1: Safety concerns about Toyota's most popular models

How much things have changed in a few short months: a series of ever-more expansive recalls have tarnished Toyota's image. While other car manufactures have had to…. [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]

Country of Origin Effect on the Brand Loyalty of Moller's Cod Liver Oil Literature Review

… Country of Origin Effect on the Brand Loyalty of Moller's Cod Liver Oil

An understanding of the contextual elements that impact upon individual purchase decision making and the overall process through which individuals behave and ultimately make decisions is an important first stage in the development of any marketing communications plan (Shirin & Kambiz, 2011). The increasing demand for Italian food has contributed to the growth of restaurant chains such as Olive Garden, owned by General Mills, which has more than 100 units, and Sbarro, which has more than 500 outlets in forty-eight states. The acceptance of Italian food is not a fad. This ethnic food preference has staying power. Italian restaurant distribution is strongest in the mid-Atlantic, Pacific Coast, south Atlantic, and eastern and…. [read more]

Brand Effect on Consumer Behavior Research Paper

… g., higher price = higher quality). For the Chinese, the brand effect is very important. In China, brands accounted for one-third to one-half of all consumers' expressions of intent to purchase (2004). As an indicator of the importance of a brand name, Chinese culture has allowed for Chinese to wear the makers' tags on the sleeves of their suits and the brand name stickers on their sunglasses -- even though Western practices would be shun this (2004).

For Chinese in Ireland (or other Western countries), consumers are less likely to view the brand as the most important aspect of a product. Factors for Chinese living in Ireland may pay more attention to style, quality, cutting and fitting, color, ease of maintenance, the customer service in…. [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]

Destination Branding All Products Require Term Paper

… Destination Branding

All products require a "branding" effort to successfully compete for customers. Destination branding is about combining all the attributes associated with the place (i.e. its products, andservices from various industries such as agriculture, tourism, sports, arts, investment, technology, education, etc.) under one concept, whichexpresses a unique identity and personality of thedestination and differentiates it from its competition.Most importantly, branding requires a visionand mission about the destination and its futuresuccess. For example, the vision of "The Henry Ford" is that within a decade it will be the greatesthistory attraction in America, setting the standardsin this field for educational value, hospitality, and meaningful, memorable and satisfyingvisitor experiences that are related to its mission.

What is behind a brand and what does it take tocreate a…. [read more]

Ross Dress for Less: Applied Term Paper

… Most of the merchandise that Ross offers in its stores is acquired through opportunistic purchases created by manufacturer overruns and canceled orders during and at the end of a season. These are referred to as closeout and packaway merchandise, purchased with the intent to store it in the company's warehouses until a later date. Packaway purchases are an effective method of increasing the percentage of prestige and national brands at competitive savings within merchandise assortments. It consists mainly of fashion basics and is not usually affected by shifts in fashion trends. During 2000 and 2001, the company implemented enhanced analytical processes for regionalized merchandise buying and allocation. The goal is to fine-tune the merchandise mix and to raise gross profit margins and sales productivity (Ross…. [read more]

Marketing Strategy the House Brand Research Paper

… Thus, both luxury and value will be key characteristics that will be promoted. This will be a promotion-focused campaign as we are seeking to launch this product and win market share from existing competitors.

Other Factors

There is a low involvement learning need. Consumers already have a pretty good understanding of what ice cream is, so we're good there. Consumers will need to rediscover this product in the sense that they will now be exposed to it outside of the Target context. This is accomplished through greater awareness, in particular of the new distribution. After you sell them on Archer Farms, you need a tagline that mentions that the product is available "at your local grocery store" or "at finer grocery stores nationwide" so that…. [read more]

Perceptions of Foreign UK Retail Brands by Thai Consumers on Marks and Spencer Research Proposal

… Perceptions of foreign UK retail brand's by Thai consumers on marks&spencer

Perceptions of foreign UK retail brands by Thai consumers on Marks & Spencer

The modern day economic climate represents the final embodiment of the desires of classic economists such as David Ricardo or Adam Smith. While Smith's theory of the invisible hand has yet to be fully adopted, Ricardo's theory of the comparative advantage is more obvious now than it has ever been. And this is due to the incremental forces of globalization which allow economic agents to transcend boundaries and benefit from the comparative advantages of other states.

At a primary level, economic agents transcend boundaries to benefit from the cost efficient labor force available in the destination country. Aside from cheap workforce…. [read more]

Mara Salvatrucha and 18th Street Gangs: Threat to National Security? Thesis

… ¶ … predominantly Latino Gangs, Mara Salvatrucha (aka MS-13), and the 18th Street Gang operating on the streets of communities across America. This study is significant because it will provide a snapshot in time concerning how these violent gangs operate in this country in ways that can inform and alert both civilian society and government agencies concerning optimal responses to the problem created by these gangs. Through a quantitative and qualitative analysis of documentary evidence and governmental statistics about the Mara Salvatrucha and 18th Street Gang, this study developed several conclusive findings on the negative effects of these groups in the United States. The Mara Salvatrucha and 18th Street Gang are becoming transnational criminal organizations given the fact that they originated in Central America and…. [read more]

Management Information Systems How Social Media Research Paper

… Management Information Systems

How Social Media Is Re-Writing

The Rules of Customer Experience, Relationship's and Trust

The role of social media is without question the single most disruptive innovation re-ordering the balance of power of customer relationships in all industries and nations. Social media has given consumers a clear, loud and very visible voice to share what delights and disgusts them about the performance of brands and companies. Social media is the most powerful communication, collaboration and potentially the most revolutionary channel for making customer relationships more effective than they ever have been before. These platforms were in place and functioning within the social fabric of nearly all industries with service industries including airlines, getting the brunt of complaints on Twitter, Facebook and through the…. [read more]

Sociology History of Business Science Research Proposal

… Delimitations

Today, modern business systems help an increasingly globalized world function in seamless ways. In fact, English is rapidly becoming the lingua franca of the business world and transnational borders and cross-cultural factors no longer operate as major barriers to commerce. Further, a wide range of financial instruments exist such as letters of credit and bills of lading whose purpose and operation are readily understood by businesspeople from New York to New Delhi. Business correspondence too has a fairly standardized format that businesspeople all over the world both use and understand and all of these features have helped create a modern business system that is both efficient and effective in achieving the movement of goods and services around the world. All of these business systems,…. [read more]

HRM Challenges in Today's Organizations Research Paper

… This resulted in those executives being replaced with others who were more capable. It was just a process of replacing talent. The losses of staff were even at senior levels and that meant the senior leadership teams became smaller. This ended up putting more pressure on the general human resources to deliver the requirements for the clients. They had to work in better and more efficient ways. This shows that motivation is not limited to the position or benefits that one provides but is also linked to the individual capacity. Sometimes the individual capacity is forgotten or ignored due to the background of the individual, but that is only an injustice to the individual. One has to look at the capacity of the individual to…. [read more]

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