...and objectives of the study as well as the significance, scope and limitations. Finally, this chapter includes the summary of the outline of this study. 1.1 Research Background and Problem Statement Under a dynamic business environment, the most wonderful companies, which are profitable and of continuous growth, seem to behave the marketing management especially the brand strategic practices. Many scholars and researchers believe that brand is a kind of capability. In turn, the comparable brand equity provides a company with the competitive advantage in competency to compete in a swift shift global market environment. Thereafter, brand management is also a key among any industry, especially when the firm has entered a foreign market. In modern times, alongside the swift shifts of the markets and products innovation, the ‘brand’ is seemed to be more enormous for any firms to effectively expand their business. In turn, the brand strategy is the key managerial practices to ensure the positive developments of brand equity thereafter lead to the significance in differentiation competitive advantages. Contemporarily, many foreign giants have entered Chinese market to compete with other players in order to generate market superior and gain more market shares. In turn, many corporations have regarded the developments of brand and relevant brand strategies as keys for gaining further and long term market premiums as well as financial benefits. This paper is aimed to generate...
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...Factors Affecting Purchase Decision of Online Shopping Mall in Hong Kong Background and Overall Research Aim According to the global transaction service provider, PayPal (2015), predicted that the online expenditure of Hong Kong will reach 25 Billion US Dollars by 2015. The main cause of this significant growth is drive by the rise of online shopping malls. However, a report which conducted by Hong Kong Trade Development Council (Hong-kong-economy-research.hktdc.com, 2015) states that the proportion of sales through online shopping platforms are only share 7.7% of the whole e-Commerce industry, which means the online shopping phenomenon is just at the early stage, with the growing of social media, such as Facebook, Twitter and Weibo (Castronovo and Lei, 2012), there is a plenty of room to grow. In order to understanding the e-commerce industry in Hong Kong, Go-Globe Hong Kong conduct a research about the e-commerce environment in Hong Kong. The main group of online shoppers are 25 to 34 years old (76.4%), while 40.5% aged between 50 to 64 years old. In 2013, there are 8.5% increase of Hong Kong residents shopping online in compare with 2011. Four out of five Hong Kong consumers use the internet to research what they want before purchasing or even purchase it online. And 49% of them are willing to spend more money on online shopping mall in the near future. With the smartphone are become more and more popular, 89% of smartphone users search a product which they desired in smartphone...
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... I will need your forbearance, because it usually is not possible to give everyone their first choice.) Team Name: _______________________________________________ Team Members:____________________________________________________ _____________________________________________________________ BrandScape Dates/Assignments. (Be Sure to check the brand you select with Dr. Oliva) BrandScape 1, Wednesday, November 7, 2012 Preference # _______(1Most Desired-5 Least) BrandScape 2, Monday, November 12, 2012 Preference # _______ BrandScape 3, Monday, November 26, 2012 Preference # _______ BrandScape 4, Monday, December 3, 2012 Preference # _______ BrandScape 5, Monday December 10, 2012 Preference # _______ BrandScape 6, (7) Wednesday, Dec. 12, 2012 Preference # _______ (Exam Day 10:30-12:00) Cases – Descriptions/Dates/Assignments: Case 1: Wednesday, October 31, 2012 Preference # ___________ “Building Brand Community on the Harley Davidson Posse Ride”, Harvard Business School, Case No. 9 – 501-015 A neat first case on how a powerhouse brand uses “community” and event marketing to build...
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...Marketing, John Scott and Robert Boulogne, are finding it more difficult to compete with corporate branding such as the Ritz Carlton and the Four Seasons hotel. John and Robert are considering transforming the customary strategy of individual branding into corporate branding by incorporating Rosewood’s brand into each individual property. Completing this transformation will create several positive and of course negative factors that will need careful consideration. Over the past 25 years Rosewood Hotels has built for itself a portfolio of some of the most iconic luxury hotels in the business. Every one of these hotels features architecture, interiors, and culinary concepts that reflect the local character and culture. This is defined as Rosewood’s “Sense of Place” philosophy. This is what has differentiated Rosewood from its competitors in the luxury hotel business. Leveraging these individual property brands was Rosewood’s strategy in the 90’s. While it is clear to see that there are several benefits and gains for adopting the corporate branding identity such as increased brand recognition and visibility, it is important for the Rosewood hotels’ executive management to be careful while designing its growth and expansion strategy, it would be a challenge to provide the same quality experience...
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...in entering overseas markets. These objectives could include spreading market risk, increasing production volumes, lowering unit costs and improving brand image or profits. About the company • Domestic business overview Outline a very brief history, and the key factors of success in the domestic market that have led to the success of the business. A healthy and successful domestic business provides a solid foundation for exporting. • Financial Resources Marketing budget Detail the total budget and how this will be spent. Don’t forget to include costs such as overseas market visits (at least 2 per year to each target market), advertising, promotional materials, listing fees, training for overseas partners etc. Cash flow to fund orders Address how the business will manage cash flow for potential large orders. This relates to the time between when your business is required to outlay costs to supply the order and when you are paid by your customer. Sustainability of export budget Is the business able to withstand additional expenditure to develop export markets in the medium term until export business generates profits? Define this period of time. Remember that export sales almost always take longer to develop than originally anticipated. • Staff Include relevant experience of current staff and management, and detail whether more resources will be required such as export specialised marketing or sales staff, additional production staff. Market Selection ...
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...Brand housing: Best practice for brand architecture Manfred Abraham and Abigail Taylor Admap February 2011 Title: Author(s): Source: Issue: Brand housing: Best practice for brand architecture Manfred Abraham and Abigail Taylor Admap February 2011 Brand housing Manfred Abraham and Abigail Taylor Interbrand London House of brands and branded house are the best known options, but there is no onesize-fits-all model for brand architecture. It is important to build a framework based on flexibility. Brands that build strong relationships with their customers are rewarded with higher sales, profits and value over time. The value of the strongest brands continues to rise, according to Interbrand's 2010 best Global brands report – Coca-Cola is worth $70.5bn. Brands that demonstrate their transparency, integrity and authenticity will continue to build successful long-term relationships with their customers. The economic downturn has changed spending behaviour and customers are increasingly more opinionated, savvy and connected. As a result, it has become more important to get your brand architecture and portfolio management spot-on. Brand architecture can typically be described as the branding framework that organises and explains the nature and strategic relationships of each of your brands, working hand-in-hand with your portfolio management. Ultimately, both your architecture and portfolio influence how stakeholders relate and interact with your...
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...DEPARTMENT OF MARKETING MKT 510 SECTIONS 1 AND 2 INNOVATIONS IN MARKETING: STRATEGIC BRAND MANAGEMENT (FALL 2013) INSTRUCTOR INFORMATION Professor: I. E. Berger Office: TRS3-070 Office Hours: By Appointment E-mail: bergeri@ryerson.ca Phone: 416-979-5000, X6712 Class Times and Location: Section 1: Mondays, 9:00 – 12:00, TRS2-129 Section 2: Tuesdays, 15:00-18:00 TRS2-099 COURSE INFORMATION Pre-requisites: MKT100, MKT300 Posting of Grades and Feedback on Work: Grades on assignments and tests will be posted on the Blackboard site for the course. All assignments submitted for grading will be handed back within three weeks. E-mail Communication: Students must use the e-mail address listed above to communicate with the instructor. E-mails and Blackboard bulletin board postings sent Monday to Thursday will be answered within 24 hours. E-mails sent Friday to Sunday will be answered on Monday. Students are required to activate and maintain a Ryerson Matrix e- mail account. This shall be the official means by which you will receive university communications. Faculty will not respond to student enquiries from any other e-mail address. See Pol# 157 found at www.ryerson.ca/senate/policies/ for further information on this issue. Students should also familiarize themselves with the course Blackboard website. CALENDAR COURSE DESCRIPTION This course focuses on understanding current issues, trends and challenges facing marketers...
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...that they decided to launch in India. Our “Marketing Management” textbook outlines the following six major forces to be researched at a macro level when considering the opportunities and threats, especially when venturing into a new territory: Demographic, economic, social-cultural, natural, technological and political-legal (Kotler, Keller, Koshy, Jha, 2009). If the above has been researched and evaluated carefully, you can then position your product well with the other 3’P’s: Place, Promotion and Price. Yet, Kellogg’s with their over-confidence just gambled on the economics and here too they failed miserably. While considering economics in 1994, they considered the overall population. Mr. Bhagirat B. Merchant, at that time director of the Bombay Stock Exchange, agreed on this when he stated, “Even if Kellogg’s has only a two percent market share, at 18 million consumers they will have a larger market than in the US itself” (Cashberry, 2006). Yet, Kellogg’s forgot to take into consideration, before investing USD 65 million, was the “consumer class” was not more than 100 million and were dispersed geographically with very different cultures, customs, and tastes. Over-confidence came from the fact that they were a huge company in the west and if they could market their products there, India would be “so easy”. Another point, in my opinion, was they felt that the Indians would rush out to buy an “American” brand. And then the mistakes started: Price: When launching...
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...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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...Global Brand Management – Nike’s Global Brand Dr. Deanne Larson e-mail : larsonelink@aol.com Abstract: The purpose of this paper is to outline and analyze the ingredients of a successful global brand which has and can continue to sustain its global marketing goals. The brand analyzed in this paper is Nike, one of the top sporting goods manufacturers in the world. As part of the analysis of Nike’s global brand, a proposed brand strategy and supporting marketing program will be recommended using the components of Interbrand’s rating and ranking evaluation. The analysis will use components of Interbrand’s approach as the basis of understanding Nike’s current strategy and standing and be used as input into the recommended brand and marketing strategy. Keywords: Interbrand, brand market strategy, global marketing, brand association, global brand management Reference: Reference to this paper should be made as follows: Larson, D. (2011) “Global Brand Management – Nike’s Global Brand”, The ISM Journal of International Business, ISSN 2150-1076, Volume 1, Issue 3, December 2011. Biographical Notes: Dr. Larson is an active management practitioner and academic and a PhD candidate at the International School of Management. Dr. Larson’s other doctoral degree is a Doctorate of Management in Information Technology Leadership. Her doctoral dissertation research focused on a grounded theory qualitative study on establishing enterprise data strategy. She holds Project Management Professional...
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...Paradox of Brand Community “Management” Brand communities, while “hot” and fundamental in the relationship interactive marketing age, are often seriously misunderstood. Located at the pinnacle of the loyalty continuum, true communities possess social structure and exhibit socialization processes. These sociological facts must be thoroughly understood by any manager who claims community goals for his or her brand. HarleyDavidson – frequently admired for its ability to generate an almost religious loyalty to its brand – has developed a deep appreciation of the power of brand communities that personally link consumers together and is eager to manage them successfully. The present article, evolved from the Harvard Business School study case on the Harley-Davidson “Posse Ride“, deals with the management challenges and tensions that may arise when building brand communities. Prof. Susan M. Fournier Visiting Associate Professor of Business Administration, Tuck School of Business at Dartmouth College, US-Hanover lic. sc. com Kathrin Sele Doctoral Candidate at the Institute of Marketing and Retailing at the University of St.Gallen, CH-St.Gallen Prof. Dr. Marcus Schögel Assistant Professor at the University of St.Gallen and Head of the Competence Center Distribution and Co-operation at the Institute of Marketing and Retailing, CH-St.Gallen 1. The Notion of Brand Community Harley Owners Group (HOG) and the Posse Ride In 1983 Vaughan Beals, member of the management board, decided...
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...Protegrity Brand Management By………………………… Presented to Dr. /Prof……… Course…………………………… December 04, 2011 Protegrity: Refreshing Life Table of Contents Introduction to the company and the brand 3 Brief description of the selected company (Brand) 4 Introduction to Brand and Designing a Branding Strategy 5 Branding in relation to consumer physiologically and socially 6 Brand development and Justification of brand development decisions 7 The impact of the Internet and Advertising on the brand development 8 Co branding, Brand Damage and brand confusion in relation to the selected company/brand 9 Co branding and its impact upon the selected brand/company 10 Internationalisation of branding and justification of the selected company 10 Summary 11 References 12 Introduction to the company and the brand This paper outlines an imaginary company created by the author in order to show how the company can develop brand strategy; this includes development of the logo and brand name. Explanation of the basis of the brand valuation, creation and justification and demonstrating the various facets of a national brand and the internationalization of that brand, the Company selected and the name and brands associated with the company follow here under. The company will be involved in development of, computers, associated software, smart phones, and innovative music player media. The company which in this paper will be referred to us Protegrity will operate from London...
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...Networks and Brands. Evaluate the impact of “social media” on brands and outline the key challenges posed for brand managers. Provide your recommendation/guidelines to managers for handling these challenges. Are social media a friend or an enemy to brands..? Written by Vouli Christina | 4/2/2015 | A great definition of social networks according to investopedia is "the use of internet-based social media programs to make connections with friends, family, classmates, customers and clients".Social networking is a tool that can be used both for social and business purposes. Some examples of today's social networks are Facebook, LinkedIn, instagram, twitter, Google+ e.t.c. To begin with, nowadays social media seems to have a great impact on brands and especially in their marketing process. The development of social media gave a great power to customers to have online conversations not only with other existing customers around the world but was also developed the need to have online conversations with the brand itself. According to an October study from The Nielsen Company and its social media affiliate, NM Incite, “60 percent of consumers researching products though multiple online sources learned about a specific brand or retailer through social networking sites” in the third quarter of 2011. Additionally, social networks such as Facebook or Google+ get in touch with almost 80 percent of American Internet users. These online conversations concerning brands between online...
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...Research Proposal Brand and Consumer Behaviour of Innocent Module title: Research Methods Module number: M25BSS Module Leader: Dr Steve Jew By: Mahdieh Mehrabi Moezabadi (SID: 3576238) MBA MARKETING 1. Title 2. Background 3. Preliminary Review of Literature 4. Research Questions and Objectives 4.1. Questions 4.2. Objectives 5. Research Plan 5.1. Research Perspectives 5.2. Research Design 5.3. Data collection 5.3.1. Methods 5.3.1.1. Secondary Data 5.3.1.2. Primary data 5.3.2. Use of primary and secondary data 5.3.3. Access and sampling strategy 5.3.4. Data analysis and presentation 5.4. Limitations of research 5.4.1. Validity 5.4.2 Reliability 5.4.3. Generalisability 6. Ethical considerations 7. Planning 8. References 1 1 2 5 5 5 5 5 6 6 6 7 7 7 7 8 8 8 9 9 9 9 11 1. Title Brand and Consumer Behaviour of Innocent 2. Background At the time of the integration of world economy, competition has become stronger and for the success of company activity in national, regional, and world markets, one of the most important factors is to effectively manage quality and its means of identification such as trade and quality marks, brands, etc. There has been a growth in the products with different brands and trademarks as well as in consumption of goods. In the modern days, brands symbolize different sets of meanings, generating specific associations or emotions for every consumer. The brand is the competitive advantage for a company and a source of added value which leads to...
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...understanding market requirements. It described positioning as the backbone of a business plan also used to combat competition in the market. Critical Evaluation: The positioning conceptual framework proposed in this article is crucial for manufacturing firm’s success. The set variables identified in the concept work in harmony and the organization’s performance are also measured and discussed. Rating: 3 out of 5 1.2 Landow, Y., 2012. “A Brand Positioning Nightmare.” Pharmaceutical Executive 32 (6): 60 – 62. http://0-search.proquest.com.prospero.murdoch.edu.au/docview/1041092781 (accessed on September 27, 2012). Summary: This article talks about a drug that has received a new indication within a short period of time and how the brand director approached an action plan to help the drug thrive in multiple targets with different needs and mindsets. Critical Evaluation: The situation in this article is useful should any company face a repositioning problem that could be turned into a success by exploring potential avenues that the brand can own. The article and solutions are simplified thus easy to digest and comprehend. Rating: 4 out of 5 1.3 Scoviak, M., Conroy, K., Russell, K., Smith, P. 2004. “Enviable Positioning.” Hotels 38 (2): 32....
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