...Abstract This paper explores the communication benefits of building a “brand narrative’ and it will also talk about the best way to improve dialogue with the target audience of Stella Artois. I will also be writing about appreciating how marketing communications can help create meaning for consumers. At the end of the article, I will be talking about Jack Daniels and how its traditions and brewers’ art has been continued for over 100 years now. tella Artois: Reassuringly expensive wife beater The communication benefits of building a ‘brand narrative’ in the way Stella Artois has is now more consumers are involved and the brand’s “story “ is reinforced in all brand encounters. Building a brand narrative can evoke positive perceptions, differentiate and gain competitive advantage, enable faster introduction of new products, reinforce brand awareness and improve overall company and brand image and enhance trust. (Smith 2010, p. 6) Consumers feel that these products need to be part of their lives and that they need to have it. All advertising provokes some sort of story through the use of framing, characterization, cultural codes and the evocation of cultural expectations and stereotypes. (Smith 2010, p. 13) It is more important than ever for companies to be concerned on how to grab their customer’s attention and build a brand narrative through that attention. The brand is more meaningful when the consumers feel closer to the story of the brand. I do think that...
Words: 596 - Pages: 3
...Consumer Behavior July 28, 2013 In economic activity transportation has an important role. Transportation systems are needed to support mobilization, communication, and information technology. The industry is a capital-intensive and labor-intensive which requires the needs for large sums of money for investing planes and industry tools needed for human power for operation. Development of flights is currently indicating levels of competition between brands that’s getting high, also the support by competing aviation business behavior which competes in services through variety of products offering promotions, innovations, and creativity that is packed for the strategy of passengers service with the expectation of passengers will be loyal to certain brands. Secondly, the products characteristics of products relatively homogeneous a little difference between flights to one another including the number of alternative option brands giving flexibility to customers to choose and comparing and supporting customers to switch to other brands. Loyalty shows international flight passengers strength in cognitive including strong intention to recommend others to use certain flights airlines. Singapore is renowned to successful strategic airport brand. Recreation and relaxation goes hand in hand. Catching a movie, playing Xbox games or watching cable television on a plasma LCD are all done on Singapore airlines. Also themed gardens with indoor to outdoor sun are also included. Winning...
Words: 1421 - Pages: 6
...Stella Artois Abstract This paper explores the communication benefits of building a “brand narrative’ and it will also talk about the best way to improve dialogue with the target audience of Stella Artois. I will also be writing about appreciating how marketing communications can help create meaning for consumers. At the end of the article, I will be talking about Jack Daniels and how its traditions and brewers’ art has been continued for over 100 years now. tella Artois: Reassuringly expensive wife beater The communication benefits of building a ‘brand narrative’ in the way Stella Artois has is now more consumers are involved and the brand’s “story “ is reinforced in all brand encounters. Building a brand narrative can evoke positive perceptions, differentiate and gain competitive advantage, enable faster introduction of new products, reinforce brand awareness and improve overall company and brand image and enhance trust. (Smith 2010, p. 6) Consumers feel that these products need to be part of their lives and that they need to have it. All advertising provokes some sort of story through the use of framing, characterization, cultural codes and the evocation of cultural expectations and stereotypes. (Smith 2010, p. 13) It is more important than ever for companies to be concerned on how to grab their customer’s attention and build a brand narrative through that attention. The brand is more meaningful when the consumers feel closer to the story of the brand....
Words: 329 - Pages: 2
...Food Poverty in America What is causing America’s obesity epidemic? Why is it so difficult for the majority of people in the U.S.A to eat healthy diets? Compare America to almost any other country and it is painfully clear that we have an overabundance of food: Americans eat 815 billion calories of food each day and throw out 200,000 tons of it daily (“Consumption”). However, it is commonly thought that people should have the self-control and knowledge necessary to winnow through the plenty and make good choices. Nutritional facts are readily available and no one could possibly think fast-food is good for them, could they? And yet, the Centers for Disease Control and Prevention state that 34.9% of all Americans are clinically obese and that...
Words: 1775 - Pages: 8
...P3 Explain the possible influences on dietary intake, including: George is overweight and suffers from a variety of medical disorders such as diabetes, high blood pressure, heart failure and other medical problems that could be worsened by the junk food that he consumes. Another factor that could trigger his weight gain and medical disorders is that he does not consume the correct types of nutrients which are needed for the body to be healthy and he also does not take time out in the day to have good and nutritional foods which are packed although it is essential to have home cooked meals that contain a wide variety of the essential nutrients. George’s lifestyle is always busy and he is always on the go and often takes meals that are quick to make or pickup i.e. pot noodles, takeaways and ready meals and due to him not having enough free time he may lack in needed sleep which could also trigger other medical disorders. George’s socio-cultural factors and social policy is limited and he spends a lot of time alone and surrounding himself...
Words: 1207 - Pages: 5
...Paleo diet is one of the healthiest ways you can eat because of the genetics nutrition methods to help you to stay strong. It is making a diet plan which based on two central ideas. Firstly, eat specific kinds of food such as: fruits, vegetables, and lean meat. Secondary, avoid eating dairy products and grains. It play an important role to achieve the best health and weight which prevent us from different diseases. According to Robb Wolf (1889), the purpose of the paleo diet is to return to eating the way, which is more like the early human eating that make us so fit. This research will involve counters and supporters points. The people who disagree with paleo say that the components of food diet is so expensive, exclusion of many types of food at diet and the relation between paleo diet and different diseases. On the other side there are a supporters say that paleo diet helps to decrease the consumption of fructose, paleo diet is so simple,...
Words: 1007 - Pages: 5
...Why are so many Americans drawn to fast food? Do they realize what goes on behind the scenes? The fast food industry operates by assembly lines. This means cheap labor because the workers specialize in one skill and are classified as unskilled labor. So, our fast food is cheap and we eat it because it's cheap, it fills us up and we have more money in our pockets to spend on other things. But, is this the way it should be? Fast food is the food of choice for many people because engineers have skewed it to be cheap only to make healthy food become more expensive. In my opinion, organic foods are what we should be putting in our bodies. But the problem is these foods are very expensive. My solution is better regulation of the fast food industry with stricter laws for hiring and producing quality foods. Unfortunately, it's not just the fast food industry that is ruining Americans health. The meat industry needs better laws and regulations as well. The average person eats 200 lbs of meat per year but if they knew how the animals are treated and what they're being fed, I believe they would reconsider what they're eating. Chickens are being fed antibiotics to make them grow faster and fatter. The slaughtering conditions are many times horrendous with workers treating the animals with no respect and abusing the animals. The reasons for much of this mistreatment is due to the fact that the workers themselves were unhappy with the way they were being treated and would get...
Words: 759 - Pages: 4
...1. Fresh foods vs. Canned foods When it comes to eating, this is something that people every day. They decide on what they eat and how it will affect their body. The main part that I am trying to make is to compare the differences in eating fresh food or canned foods. There are three main differences in fresh food and canned foods. First of all, the way it taste, cost, and how healthy it is for them. Most fresh foods have a really good taste when they are seasoned right. They also have a nice crunch when cooked and keep all of their natural nutrients. Some fresh foods began to lose their vitamins when they are picked. How-ever, if you are picky for having no added preservatives, salt, sugar, or fats, then fresh food is the way to go. Next , about canned foods. Canned foods are food that is processed and then put into cans. They do not have a lot of flavor and taste because there are some other chemical products added to them. Canned food also loses some of its natural food nutrients when stored. They are also packed with preserves that give you the same taste for months after you buy them. Canned foods can last a lot longer than fresh foods and are stored in syrup to keep fresh. The benefit of buying canned foods is that they are easy to find. Health wise, fresh foods provide them with fiber, vitamins, and minerals that your body ...
Words: 379 - Pages: 2
...business plan models in the food industry. Each business plan model is different and designed to suit the type of business that one needs to start. The four business plan models that I am going to review are catering and ballroom rental business plan, catering business plan, non- profit food bank business plan and bakery business plan. These four business plan models are similar but they differ in different ways to suite the targeted market. One of the things that is evident in the four models is that they are all aimed at making profit. This is because the main aim to start any business is for the profits. The other thing that is similar in the four plans is that they all aim at acquiring the largest market share in the industry. This is done by implementing ways and means of attracting and retaining customers that will enable them to achieve the largest market share. The other thing that is similar in the four business models is the cultures and the policies adopted i.e. to offer the best customer service. The other thing that is similar is the business strengths, weaknesses, opportunities and threats (Osterwalder & Pigneur, 2013). One of the strengths is that the four models that are in the food industry and their strength are that people need food in order for survival. It is depicted that one can never go wrong by starting up a food business. The other thing is the weakness of the four business models which is the use of perishable goods. Once the food is cooked, it can only...
Words: 1523 - Pages: 7
...Everyone likes fresh food. Everyone wants fresh food as well. There is a method with 100 percent fresh food. Local sustainable is the third method of four in Michael Pollan’s The Omnivore's Dilemma along with industrial organic, industrial, and the hunter-gather method. Local sustainable is the best method to feed America because it gives back to the environment and the food is fresh. Local sustainable is the best method to feed America because it gives back to the environment. On page 165, Pollan is explaining how the animals get rid of chemicals on the farm. He states that, “ Because of chickens, Joel doesn’t have to treat his cattle with toxic chemicals to get rid of parasite”( Pollan pg 165). This method gives back to the animals who...
Words: 490 - Pages: 2
...grew up with very little worked his way up in the restaurant industry and I go into detail on his many struggles and his many triumphs. I speak about how he worked his way up from line cook to restaurant owner, and what he is doing now in his own restaurant after working many years in other people’s restaurants. I speak about what he is doing to become successful and how he was able to turn his knowledge of the restaurant industry into a flourishing business. I go deep into the understanding of a kosher restaurant and how there is certain guidelines in the kosher food industry. I speak about his competitors and what he can do to overcome his short comings. Mikes burgers is a unique blend of fast food and fine dining and I go into that as well. The restaurant industry is changing. As the world speeds up, people have less and less time to sit down and enjoy a meal with their families. What’s more, they want the food they do order to be cheap and quickly prepared. At the same time, there are dozens of restaurants opening all of the time, each looking for a competitive advantage over the other. Restaurants post deals on Twitter, and reach new potential customers on Facebook. They advertise on websites to reach a larger demographic they couldn’t in the past, while gaining a more intricate understanding of that demographic through the use of analytics and statistics measuring who in the area would want to travel to their establishment, and when. Mike Cohen opened Mike’s Burger’s...
Words: 2133 - Pages: 9
...Sour Cream Raisin Pie started to become a popular food item in the late 1900s. This pie is different from others because it does not consist of butter, which is typically found in many recipes. As Americans started preparing for a potential war, many different ingredients started to become more expensive or scarce. In the late 1900s, butter was one of the foods that became significantly more expensive since there was a shortage during the time of depression. Many in the city found it very pricey to use cream and eggs on the daily, so people relied heavily on rice, raisins, and milk. Instead of actually using the product like butter they will replace it with sour cream, which was more accessible. Sour Cream Raisin Pies were a favorite back then...
Words: 291 - Pages: 2
...What is food? Advanced Composition January 27, 2013 There was time when food was organic or all natural, even had home cooked meals three times a day on an everyday basis. Every meal intake would consist of a meat, starch, and vegetable, now in the 21th century individuals can eat a Special K cereal bar and breakfast is served. The way food is now prepared; there are so many additives and process methods that it is affecting humans physically, mentally, and economically. According to many diet specialist when food is processed the nutritional value depreciates while cooking, with the additional amount of sodium, and sugar these ready-to-eat foods can also mean fillers. Most frozen, canned or boxed foods contains high fructose corn syrup, trans fats, added colors, artificial flavors and unnatural sweeteners providing empty calories rather than energy. This all leads to physical health problems in our communities, these health problems range anywhere from obesity to diabetes to high blood pressure. The mental impact of this comes from the commercials that are shown on T.V. daily and throughout grocery stores, these commercials are played throughout stores now encouraging consumers to purchase the quick and easy meals that save time in the kitchen. So, now when families sit down to eat a home cooked meal, they are under the impression that the Kraft mac and cheese with ready to eat meat balls is a complete meal, no vegetables or bread included in the meal. According...
Words: 674 - Pages: 3
...Case Analysis 1. Receiving a Holiday Gift 1. For the first case, it is clearly stated that a supplier sends a basket of expensive food stuffs to our home during Christmas. By applying principle of love we would be kind enough to appreciate the basket of expensive foodstuffs given to us. We would thank the supplier for that beautiful card and gift given to us for Christmas. After appreciating the token we would ask him the reason and motive behind such an expensive foodstuff delivery. And based on the suppliers answers we would take the next step. 2. Sales Expense The second case is stating that a purchasing manager would give us their first order, expecting that we will agree to make a donation of P2, 000 to his favorite charity, a local youth sports team. By applying principle of double effect we would not accept this kind of order. The situation here is that if we follow one condition the other is ours automatically. The thing with this case is that the manager is expecting something in return to the first order he would give to us. A donation is given by a person freely and willingly. From all the reasons stated above, we do not agree to have an order by the purchasing manager who is expecting us to make a donation of P2, 000 donations to his favorite charity. 3. Sales Expense Reimbursement This case states that an agent of the Southeast Asia wants us to reimburse the customer executive from the Southeast Asia for all his expenses, including...
Words: 696 - Pages: 3
...that our health is linked to our eating habits; they exert a lot of effort in finding and eating organic foods and living in a healthier lifestyle. Thus, emerged the concept of healthy diets that claimed they are full nutrients and prevent diseases. one of the recent most popular ones is the paleo diet .the paleo concept is to mimic our ancestor in their eating habits as said by katz and miller (2014) because they did not suffer from many illnesses as much as we do .so they rule out all processed food and those that didn't exist at the paleolithic age like dairy, grains, sugar,...
Words: 1962 - Pages: 8