...Brand Name and Corporate Image Valarie Murphy-Taylor OMM 615 Janis McFaul July 21, 2014 Abstract The aim of this paper is to describe the difference between brand name and corporate image. As companies seek to gain a competitive edge through means of organizational restructuring and/or innovation, building brand name recognition and corporate image has become increasingly significant. Consumers identify with brand names and advertisements, which promote products that make favorable impressions. Corporate image is an abstract concept that has a definite effect on marketing performance since consumers prefer to purchase from companies with reputable corporate images. Brand naming is a concrete concept in that a brand name is something one can see, touch, fee or smell. By seeing and/or hearing and advertisement one can become familiar with a brand name which in turn can build a brand’s recognition. Corporate imagery is a highly involved mental process that marketers pursue in order to challenge the perceptions of internal and external stakeholders. Corporate advertising is big business with expenditures of more than nine billion dollars. The knowledge of that may affect how consumers feel about brands from a particular corporation or so one would think. The two concepts overlap one another. Corporate imaging and brand naming can be...
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...A shirtless young man stares out past the camera as if he is looking at the logo above his head. He needlessly clings to the rock to further accentuate his impressive body structure. The logo above his head reads “DOLCE & GABBANA” in a bold semi-transparent font. A small bottle of something is juxtaposed to his left. It is the item they are trying to sell, a sports cologne. This advertisement is very effective because of the use of ethos and pathos. Although those two parts are heavily used in this ad, logos is not present as much. Even with that being said many people are going to buy this particular cologne based on ethos and pathos. This is true because Dolce and Gabbana is a very well-known company, which plays a huge part in ethos with credibility and authority. Pathos is also used heavily with people wanting to look like that or women wanting their men to look like that; this makes the reader believe that if they wear this cologne women will be more attracted to them, and that they, too, can look as good as the model in the ad. This advertisement was featured in Muscle & Fitness magazine. This particular magazine is aimed towards classy young to middle-aged men who are professionals. This can be seen through the contents in the magazine. The magazine has lots of ads that are of watches, cologne, and nice cars. With that being said we do not believe that this magazine is geared toward younger teenage men because of what ads, pictures and articles in the magazine...
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...Harley-Davidson has a strategy problem; the company’s core problem is its need to reexamine and alter its strategy to ensure continued success in the changing global environment. Harley-Davidson has a solid foundation and the potential for continued success and industry leading performance, however, times are changing and Harley must adapt. II. S.W.O.T. ANALYSIS Strengths Harley-Davidson is a strong company with several core strengths. First, Harley has unprecedented brand recognition and customer loyalty. For example, in 2004 42% of new Harley-Davidson purchasers owned a Harley previously. Richard Teerlink, retired Harley CEO stated, “There are very few products that are so exciting that people are willing to tattoo your logo on their body.”[1] Moreover, Harley-Davidson’s guiding concept is that its brand is more than a brand; it is an iconic image with an accompanying lifestyle and culture. Second, Harley differentiates itself from the Japanese by offering support to various enthusiasts and social groups. For example, the Harley-Davidson Owners Group (HOG), which has worldwide membership in excess of 900,000, helps cultivate a hard-core loyal customer base. Essentially, by owning a Harley you become a member of a special community of people who all share an interest in one product. Third, Harley derives strength from its strong market position, in 2004, Harley controlled 48.9% of the U.S. and Canada market. Further, Harley has produced 37% average annual gains...
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...Introduction I choose the one of the biggest firm in the sportswear manufacturer Nike Inc. Nike’s swoosh is well-known all over the world, this simple logo is fame to everybody. Nike control a lot of another brands and subsidiaries them. Nike has a specific management style without own factories but with 35000 employees. My objective of this research to analyze and show how Nike achieve own goals, compete in strong market with another multinational brands and also explain the negatives sides of this sport brand. Just Do It Nike was created in 1972 and has been successfully developing for 40 years. Phil Knight (Founder and CEO) is often quoted as saying that 'Business is war without bullets.' According to his words people can understand that Nike just manufactured modern expensive good quality wear and sell it and don’t compete with other firms like Reebok Adidas and others. Nike Inc just do own work, has own consumers and perform pure business without arguing scandals and wars. Also the CEO made a tattoo of Swoosh on his ankle, it’s an indicator that Knight loves own firm and makes better day-by-day. Nike spend a lot of own capital to advertising and to research and development. In Atlanta Olympic Games Reebok went to expense sponsoring the Games, but Nike sponsored the best athletes and gain more profit. Nike Inc was the first sport company which let a contract with sportsman. Michael Jordan and Nike in 80-s made the first deal up to $ 100 million and after another firms...
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...Medication has been around for as long as I can remember. There are name brand drugs and generic drugs. Some people prefer the brand names over the generic brands. I think that people choice the name brand over the generic brand just because of the name purposes. Brand and generic brand medication are similar because they have the same ingredients. But at the same time they are different due to the price, the labels and the side effects. Tylenol PM is a brand of medication that I used to take to help me sleep. When my husband was stationed in Anchorage, AK I couldn’t adjust to the time difference. Tylenol PM is how I managed. After purchasing the Tylenol brand for a couple of months, a generic brand was placed on the drug stores shelves. We I started to compare the ingredients and noticed that both the name brand and the generic brand had the same ingredients. After purchasing the Wal-Mart Equate PM and opening the bottle, I noticed that the pills had the same shape and color as the Tylenol PM. So, I started taking Equate PM. I thought well since they have the same color and ingredients, I’m going to take them to see if they have the same effect as Tylenol PM. After a couple of nights of taking the Equate PM, I noticed that they had the same effect as the Tylenol PM! The major difference between the brand names and the generic brands that can be noticed quickly is the price. The brand names usually cost about $2 more than the generic brands. Another difference is the...
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...incorporated the content of Zeno’s successors, Cleanthes and Chrysippus, to provide a brief outline of Stoic philosophy in the third century called Lives of Eminent Philosophers. According to Diogenes, Stoicism falls into three parts: reason, physics and ethics. Zeno was the first philosopher to make this tripartite division and other Stoic philosophers, including Chrysippus followed. These three philosophy divisions are interdependent and therefore cannot be study without touching on all three divisions. Stoicism’s three divisions are complicated in theory. According to Zeno, the goal of life is to “live in agreement with nature, which is to live according to virtue.” This essential injunction to live at one with nature, the ‘harmonious logos' according to Zeno, still persists today. When lives in harmony with nature, they gain peace of mind and the reward of virtue. Zeno believed that humans gravitate toward virtue in pursuit of self-preservation. Physics, or Nature in Stoic Philosophy, is the ordering principle of the universe constructed by Divine Reason, or God. The idea of the universe working according to a preordained cyclic pattern was endorsed by Zeno. In order to “grasp” the natural laws or God’s design of morality in their entirety you have to use the path of knowledge. Knowledge is therefore associated to the strength of defense an argument...
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...Describe the promotional mix used by two organisations. I will be doing Coca Cola and Subway Coca Cola The promotional mix for Coca Cola; The 'Coca-Cola' brand has been adopted the strategy of global marketing. They are considering the whole world as single market place and uniform marketing strategy was being used Coca-cola for many years, but now the trend is changing and different marketing campaigns are being designed for different regions of the world. . Business decisions are made on a domestic basis to fit in with the culture and needs of the domestic community. In 1919 Coca-Cola decided it was time to go global. The Coca-Cola Company decided to take its operations beyond national boundaries and marketing research was started in central America, china and many other countries of the world. Because of successful and efficient marketing research Coca-cola was able to produce globally in different regions of the world. There are many reasons why company decided to sell its product in international market. The prospect exists to sell 'Coca-Cola' worldwide, because 'Coca-Cola' is a product which can be used by everyone irrespective of age and gender, all over the world. Marketing globally demand the company to have a marketing team in line with a country's consumers so effective sales can be made and good relations with the abroad key employees can be maintained. Brand image is the significant factor affecting Coke’s sale. Coca-Cola’s brand name is very well known all...
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...Martin Luther King’s “Letter from Birmingham jail” is a mix of emotional passion and logical precision that seeks to achieve meaningful cause. The letter was a response to white clergy who were critical of his intention in Birmingham naming him an “outsider”. King’s response to critics through a letter explains his arguments vividly and effectively. King wrote the letter in a way that he agreed with his critics, nonetheless still using their words against them in logic harmony. King’s letter illustrates the three artistic proofs used to convince an audience. This paper will discuss the ethos, pathos, and logos modes of persuasion as well as writing structure as seen in King’s “The letter from Birmingham jail”. King’s letter demonstrates his clear logic, empathetic prose, sense of self, as maintained by high moral ground. His letter evokes ethical appeal for two main reasons; the language used is ethical and suits the topic, and the words come from a credible source. King is to be forgiven for saying, “Right defeated is stronger than evil triumphant” because this word may seem provocative (Jnr, 2012). However, these words are persuasive and used in the right context. According to Aristotle, ethos is developed when one chooses to use language that is suitable for the audience, and when the same words makes the person sound fair or unbiased (Aristotle, 2012). He uses historical facts to justify the reason why injustice prevails, and not his own opinion. He says, “Lamentably...
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...ijcrb.webs.com OCTOBER 2012 VOL 4, NO 6 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS Performance evaluation of Pakistan State Oil (PSO) as a Public Engine Lubricant Company: Market Research of PSO & Competitors in Karachi City Rizwan Raheem Ahmed; Danish Obaid & Ahmed Afraz Arif Institute of Business Administration (IBA) – Karachi, Pakistan Abstract This report is based on the market research conducted for PSO’s car engine lubricants. The contents include the methodology adopted for conducting research, stages of questionnaire development, findings and assessment of research result, Strategy plot and recommendations based on result assessment and strategy plot. On almost all brand health parameters PSO lubes are not performing well. Brand adoption funnel suggest PSO lube brands have stuck at consideration to trial stage and following appeared as the main factors behind the bottleneck: Expensive brand Poor corporate image Does not offer good services Mechanics do not recommend it No advertising and no promotions PSO brands also performing significantly lower than Shell on specific attributes (Pack, Quality, VFM and Purchase intentions) as highlighted and validated through hypothesis /significance test. Key Words: Engine Lubricant, Market Research, Strategy Plot, and Brand Adoption Funnel 1. Introduction PSO is the largest oil marketing company of Pakistan. It has market share in local market as below: 78% in Black Oil (Furnace...
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...Mountain Man Brewery is experiencing declining sales for the first time in the company’s history 1) Age Demographics • Mountain Man’s beer drinker’s Proof Central East Region Market Size overall Market Size MM Competes in MM share (Barrels) Profit $ 2004 38,678,720 4,718,618 2005 37,191,077 4,648,885 2006E 35,703,434 4,462,929 are getting older and decreasing their frequency of purchases • As Mountain Man’s beer drinker’s are aging the children of a Mountain Man drinker are not choosing Mountain Man beer as their primary choice 530,400 $4,887,636 520,000 $4,791,800 509,600 $4,695,964 2) Increased presence of large multi-national brands in Mountain Man’s distribution area (Case Fact) • Distributors supporting beer brands on basis of turnover and margins; dropping brands that do not contribute to bottom line • Large brands maintain economies of scale in brewing, transportation and marketing; Increased pressure 3) Distributors not willing to help build Mountain Man brand awareness • Mountain Man is not a popular customer to distributors because of small market share presents • Small shipments of under 600,000 barrels annually. Mountain Man provides a high quality beer that hard working men enjoy Loyal – Hard Working - Deserving A Mountain Man beer drinker • Blue Collar • Middle to low income men over age 45 • Purchase beer at off premise location (liquor stores) • Working man (trades) (large population of workers) • Since 1925 Oscar has...
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...BLACK & DECKER CASE Problem Statement: With Black & Decker being one among the most powerful brand names in the world and establishing its professional tools to be the highest quality in the industry, B&D failed to make an impact in the Professional-tradesmen segment. B&D was known for offering high quality, differentiated products and excellent service in the Professional-Industrial segment whereas its brand recognition, and image helped it attain the #1 position in the market place for Consumer segment. B&D occupied only 9% of the total share as against Makita who was leading the Professional-Tradesmen segment with 50% market share. Though B&D leads in the other two segments, it could not capture the tradesmen segment due to the following reasons. B&D was branded more as home tools; it lacked in capitalizing one of the most profitable distribution channels (membership clubs) whereas the same channel proved to be very successful for Makita (85%); the unremarkable grey color did not help B&D; and while B&D was focused in three segments, Makita was focused on only one segment of the market. Therefore, Joseph Galli, Vice president of sales and marketing for B&D, has to decide which one of the three marketing strategies must be implemented to take, the market share in the Professional-Tradesmen segment, away from the current leader Makita. Recommendation: I would recommend B&D to use the strategy of Re-branding i.e; using DeWalt name and the color yellow in order...
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...NIVEA * Best-known and most successful skin care brand in the world* – more than 100 years of skincare expertise * NIVEA records global growth of 6.4% in 2012 NIVEA is a brand icon with a massive global appeal and an unparalleled success story. It allbegan in Hamburg, where NIVEA, the first-ever industrially produced oil-and-water-based cream, was launched in December 1911. Today, NIVEA is the largest skin care brand in the world, and is available in over 200 countries*. Awareness of NIVEA is virtually 100 percent in Germany, and European consumers trust it like no other skin care brand. This is confirmed, for example, by the “Reader’s Digest Most Trusted Brands 2012” study, in which more than 27,000 male and female consumers from 15 European countries voted NIVEA the most-trusted skin care brand for the eleventh year running. NIVEA has always stood for reliable quality, good value for money, and ease of use. Security, trust, closeness, and credibility are the brand’s core values. NIVEA is the most important and most valuable of all Beiersdorf’s brands. NIVEA products contributed approximately €3.7 billion to the Beiersdorf Group’s total sales (€6.040 billion) in 2012. The aim is for NIVEA to secure leading market positions in the individual product categories in as many countries as possible. NIVEA already holds around 150 number one positions in different product categories worldwide, including Men, Face, Hair, and Deodorants. The legendary blue tin has been...
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...desperately needed at the time. He took full advantage of the three areas of rhetorical speech: Ethos, Pathos, and Logos, paired along with other literary tools such as allusion, diction, and comparison. President Kennedy opens his speech by establishing credibility, or ethos, “For I have sworn before you and Almighty God the same solemn oath our forebears prescribed nearly a century and three-quarters ago.” He uses the reference of the forefathers or “forebears” to make a grand entrance into his speech and already get the audience to pay attention for he is about to make a big speech. Kennedy appeals to the pathos of his audience by using several effective choices of diction. By describing the responsibilities passed on to the new generation of Americans, Kennedy invokes nationalistic feelings in the listening citizens. He points to the resiliency of the United States and the need for the people to continue to support the ideals of freedom that have made the country so successful. The people were challenged to “Let every nation know, whether it wishes us well or ill, that we shall pay any price, bear any burden, meet any hardship, support any friend, oppose any foe, to assure the survival and the success of liberty.” Kennedy successfully appeals to the pathos of the audience in order to establish his views to be elaborated in the rest of his speech. Kennedy also uses logos to convince the people, “we pledge our best efforts to help them help themselves, for whatever period is required...
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...Business School Starbucks Corp., the world’s biggest coffee retailer, unveiled a new logo that drops the words, "Starbucks" and the "Coffee" , from their well-known green coloring encircling the iconic sea nymph at its centre. This is the fourth version of the logo since the company's beginnings as a small coffee shop in Seattle in 1971. Those prior versions of the logo helped build Starbucks into one of the world's best-recognized brands, and the company now feels it no longer needs to reinforce its name at every turn. Starbucks plans to bring the logo to stores in March on its 40th anniversary. No sooner the plans of the company to alter its logo have been announced, there has been a lot of ballyhoo on the various media regarding this change. The main reason for removing the company name from the logo is, according to Schultz (CEO of Starbucks), to free the mermaid – this is supposed to represent the firm’s ability to free themselves from the coffee market. The name ‘Starbucks coffee’ confines the market of the company to drinks and thus limits their growth potential. Let us consider the benefits of this branding strategy by Starbucks. As the change in the branding is the removal its verbal part, it removes a language barrier. Starbucks started operating in America four decades ago but now it is operating as a truly multi-national firm in more than fifty countries around the globe. As the new logo removes the use of language, it consequently becomes more communicable. Moreover...
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...We do one thing and we do it well – assisting small and medium businesses to build brand consistency, compelling and measurable promise through Logo Design, Corporate Identity, Business Cards, Brochure Design and Corporate Gifts. Unlike most companies that try to do more and more, THEWEBFUEL keeps its focus on “Building Brands, One at a time” – Because we are focused at what we do best, giving our clients quality designs and result-driven works. The value we add to our clients’ companies is a lot more than just providing brand value but also market positioning value and shareholder value. We work in partnership with our clients to create long-term value and results. Branding is not an overnight thing; it is a long-term marketing strategy that works producing amazing results for little investment as a long-term investment. We support our clients to gain the long-term leverage results by building brand presence online and offline. We’ve created a unique business model designed to eliminate the hassles and uncertainty of graphic design. Customers appreciate our streamlined, simplified process, talented graphic designers and personal service. Learn more about the THEWEBFUEL process. If you’re ready, feel free to jump in and get the process started. Business Card is an awesome marketing tool. They are inexpensive, yet indispensable, tools in introducing yourself and what you do to prospective clients and other invaluable business connections. They serve as mini-resumes...
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