...Summary of Harley-Davidson case study Harley-Davidson is the first name that comes to our mind when the topic about motorbikes comes up. The rugged yet beautiful motorbike is a U.S. bound brand that inspires many to own its customized bike with the iconic engine (Kotler and Keller, 2012). Today, Harley-Davidson motorbikes are well known by all; bikers and non-bikers around the globe. The two big questions running through our minds would be how it is accepted globally and how their customers remain loyal. Well, the dealers of Harley-Davidson maintain close relationship with their customers via face-to-face communication and social media (Kotler and Keller, 2012). What helps Harley-Davidson to understand their customers need better is by conducting research to keep up with their customers changing expectations, which comes with the trend and their experiences. Greater brand loyalty and unique experiences is built when they know Harley-Davidson takes their opinion into account very seriously. Reflection of freedom, individualism, the ability to connect with their friends through the H.O.G program (Harley’s Owners Group) is what one would get when buying a Harley. This program allows the members to enjoy various benefits such as discounts, major rides, charity events, new model launches, fund raising, riders appreciation night and much more. Harley-Davidson feels that people development such as by providing training, sharing company values, philosophy, effective communication...
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...Unit 2 Case study – Question 1 pg 148 The first question in the book is very interesting. The question is how else can Nordstrom continue to provide exceptional customer service and increase brand loyalty? Well to begin with we have to start accepted wisdom of how to put forward extraordinary patron services it is imperative to become conscious that purchaser services is not just a line of attack of responsibility of doing effects but an positive mind-set. Accomplishing this no more than have need of changing the mind-sets of corporation human resources towards the businesses clientele. Nordstrom goes out of their way to take care of its most loyal customers. Nordstrom does this by using the “Fashion Rewards Program, rewards customers on four different levels based on their annual spending” (Kotler & Keller, 2012, p. 148). An example of this can be found in the text book on page one hundred forty eight. Nordstrom goes above and beyond to take care of their customers. They could have easily have just done easy acts of kindness such as being in good spirits while conducting an conversation with an client over telephone, being in good spirits can resonate over the phone and become infectious to the customer in the other end of the telephone. This has been somewhat that has been linked with Nordstrom but that have to be enhanced with each day. Its capacity also might be as simple as by means of an proper acknowledgment every moment in time you are talking to the patrons...
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...Shiseido has followed a strategy which is uncommon for Asian brands expanding beyond the region. Shiseido has used acquisitions as a main channel to gain a foothold in the crucial cosmetics markets of Europe and the United States. As cosmetics is an industry driven by aspirations, lifestyle issues and images, Shiseido decided on the acquisition path to gain visibility, acceptance and access to established customer bases in new markets rather than spending years trying to establish the Shiseido brand from scratch. In order to gain entry into the French and thus the European market, Shiseido acquired the Carita brand and prestigious salon on the Faubourg St. Honoré in Paris in 1981. The salon, with it distinguished and rich clientele of royalty and celebrities, commanded a unique position in the French market. To gain entry into the North American market, Shiseido acquired Unilever’s Helen Curtis in 1996.24 These acquisitions gave Shiseido an opportunity to build on something already strong in those markets. Maintaining a strong brand architecture system Managing the brand architecture could prove to be a challenging task for Shiseido. Shiseido has been engaged in three main activities: ■ Acquisitions of brands in Europe and the US ■ Importing new non-Shiseido brands into Japan through the brand holding company ■ Introducing multiple brand extensions in the market. Given the diverse market segments that Shiseido’s brand extensions serve, these brand extensions...
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...Module Title: Cases in Marketing Banner Code: 07 15824 Lecturer: Inci Toral Assignment Title: Case Study: Target the Right Market Word Count: 1246 ID number: 1291160, 1207270, 1249898, 1228189 and 1259957 An essay Submitted to Graduate Diploma in Business Administration Year 2, 2013 Birmingham, United Kingdom 11th, March 2013 Introduction This report explores case study of SparkPlace that was originally influenced by the case of HubSpot: Inbound Marketing and Web 2.0 (Steenburgh, 2009), an online-marketing software company. Due to the limited resources available to this company, it wants to target two available markets: small businesses with no more than 20 employees and medium-size businesses with 20 to 100 employees. The case illustrates that they are in a crossroad to choose within these two segments. The report will review company’s performances, marketing challenges, possible solutions and implementation. The company’s performance SparkPlace, a software developer on permission-based marketing campaigns for social media, has targeted companies with less than 100 employees, despite the fact that U.S., as seen on the table below, business employment have made up about more than 80% of US businesses from companies with more than 100 employees (U.S. Census Bureau, 2008). Consequently, the company should implement a good strategy on the available limited market to gain a significant penetration either to the existing or adjacent markets to make its business...
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...joumal of Marketing Management 1999, 15,43-51 Kevin Lane Keller Brand Mantrais: Rationale, Criteria and Examples hi this paper, we consider how marketing managers can benefit from the concept of a "brand mantra." We examine how brand montras relate to brand positioning and a related concept, "core brand associations." Our focus is on how brand mantras can be used to improve intemal brand management We consider design and implementation issues in temi of characteristics of good A/nos Tuck School of brand mantras as well as process issues in developing Business brand mantras. It is noted that brand mantras, as with Dartmouth College Nike's "authentic athletic perfonnance" and Disney's "fun family entertainment" often consist of three words that combine brand functions with descriptive and emotional modifiers. Procedurally, brand mantras are developed at the same time as brand positioning. At tlwt time, brand mantras would then be judged on their ability to effectively communicate, simplify, and inspire, as reflected by employee research. Organizational Brand Management Through Brand Mantras Introduction An increasing number of firms have embraced branding as a business priority and marketing imperative. Despite that fact many firms are unsure as to exactly what they should do to effectively manage their brands and maximize their equity. Much of the branding literature has taken an extenial perspective to focus on strategies and tactics that firms should take to build...
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...Introduction The shot of the reverberating gun shot as I had taken my first few strides out on the course had given me the chills. My heart had pounded as fast as it had never pounded before, and that was when I instantly knew that I was a runner. I wasn't quite gifted in running as I had thought the others were, at that age, but as I grew more passionate for the sport I began to surpass others throughout the years. I had gone from basically being the slowest person on my team in the fourth grade to the second fastest on my team in eighth grade. This had pushed me to desire to strive for greatness step by step; by my freshman year I had entered into high school on a varsity level which had caught me by surprise. From now and then, I have developed into a student that has become known around school for running. I have reached my barrier of improving my running, and need some way to advance my running strategy and improve my time. My interest in the advancement of strategies in running, were triggered when I had first heard that math can be applicable during a race this year. To explain further, I had decided to do my investigation on running because I have been running since I was six years old, and have participated in both cross country and track for years. I am passionate about running and would even consider taking the challenge to a new level of even participating in cross country in college. Running has been a part of my life forever and I’m always up to the challenge of...
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...loans and subsidies were given by the host governments in order to encourage more greenfield investments from the foreign countries (Blomström, Kokko & Mucchielli, 2003). However, the attitude towards greenfield investment has changed during the past few decades when some studies, as discussed later, found a series of problems followed by this investment mode and some scholars begin to hold a negative opinion towards greenfield investment. Whether the host countries should encourage MNEs entering via greenfield investment is remain unsolved. This essay will argue that, although greenfield investment may damage the profit of host countries, it should be promoted owing to the considerable benefits produced by this investment activity. The first part of this essay will analyze some problems partly mentioned by several researchers that should be imputed to greenfield investment. The second part will focus on some benefits summarize from the existed literature. This essay is different from the previous literature whose focuses are mainly on the home countries. Besides, a certain range of potential impacts of greenfield investment are obtained in this essay which provides a reference to the further studies. There are some limitations in this essay as...
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...various methods that can be used to measure brand knowledge (brand awareness and brand image), brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques. Once you know what you want to measure, it is important to look at the original sources cited to understand how to properly use these techniques. Keller’s (2003) excellent book also provides detailed information on each concept and its measurement. 1. Brand knowledge Brand knowledge refers to brand awareness (whether, and when, consumers know the brand) and brand image (what are the associations that consumers have with the brand) (Keller 2001). The different dimensions of brand knowledge can be classified in a pyramid (adapted from Keller 2001), in which each lower-level element provides the foundations of the higherlevel element. In other words, brand attachment stems from rational and emotional brand evaluations, which derive from functional and emotional brand associations, and which necessitate brand awareness. FIGURE 1 The Brand Knowledge Pyramid ATTACHMENT Loyalty, sense of community, engagement RATIONAL EVALUATION Brand value, credibility FUNCTIONAL IMAGE AND BENEFITS Physique...
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...(Jimmy John's, 2015), Jersey Mike’s has 1,300 locations (Jersey Mike's, 2015), and Charley's Grilled Subs has over 500 locations (Charley's, 2015). The Subway chain is indisputably the world’s largest submarine sandwich chain with over 43,000 locations around the world (SUBWAY, 2015) and a brand value of $6.6 billion (Forbes, 2014). In this paper we will discuss how the Subway brand came to be so successful, what marketing strategies were used properly in the process, and conclude with what marketing strategies should continue to be implemented and what marketing strategies should be improved in order for Subway to maintain its success in the QSR industry. Background Information The “How” In 1965, 17 year old Fred DeLuca needed a way to fund his tuition to become a medical doctor. With a $1,000 loan from soon-to-be business partner Dr. Peter Buck, Fred founded Pete’s Super Submarines, known today as Subway Restaurants. The first store was opened in Bridgeport, Connecticut in August, 1965 with the future goal of opening 32 stores in 10 years (SUBWAY, 2015). Their biggest concern at the time was “how.” In eight years the subway chain was able to grow from 16 stores to 200 stores and they did this by franchising. Franchising for Subway began in 1974. Fred recalls, “We didn’t have any big thought process except that, OK, franchising will help us get to our goal of 32 stores...
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...“Integrated marketing: advertising and politics” Massey University Masters of Business Administration Marketing Unit Presented July 2013 Mike Richards Student ID 13154066 CONTENTS CONTENTS ................................................................................................................................ 2 1. OVERVIEW ........................................................................................................................ 3 2. SUMMARY OF RESEARCH FINDINGS AND THE APPLICATION OF ADVERTISING THEORY TO POLITICS .............................................................................................................................. 5 A. B. C. D. E. 3. 4. Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (Shrimp & Andrews) 2013 .............................................................. 5 Advertising Theory (edited by Shelly Rodgers & Esther Thorson) 2012 .................. 6 Advertising and Society – Controversies and Consequences (edited by Carol J. Pardun) 2009............................................................................................................... 7 Advertising and the Market Orientation of Political Parties Contesting the 1999 and 2002 New Zealand Election Campaigns. ..................................................................... 7 Political Campaign Communication Principles & Practises (Trent and Friedenberg 2008) ..................................................................
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...Strategy and Brand Communication Contribute to Build Brand Equity THE CASE OF NAVIGATOR Student: Daniela Yasenova Baeva Supervisor: Professor Doctor Arnaldo Fernandes Matos Coelho May, 2011 Master Thesis in Marketing STRONG BRANDS – How Brand Strategy and Brand Communication Contribute to Build Brand Equity: THE CASE OF NAVIGATOR 1 ABSTRACT In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyalty and allow building strong relationships with the “brand”. By this way, “brands” promote the increase of shareholder value and establish a long-term advantage in the marketplace for organisations. Companies recognise that strong brands are and have been historically associated with accelerated revenue growth and improved returns to shareholders. That is why, each time more organisations focus their strategies on building powerful brands as they represent competitive advantage and they are a key success factor in creating value to the customer and at the same time value to the company. In this regard, this study intends to show how effective brand strategy and brand communication contribute...
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...Miatika Carter Strayer University 505 Public Budgeting and Finance Dr. Keller October 27, 2012 U.S. Army Corps of Engineers Agency In determining where each agency lies in the administrative structure of the federal government the United States Agencies involved in the administrative structure of the federal government were the military departments such as the U.S. Army Corps of Engineers. The Army corps of engineers developed strategies to restores and protects the Nation’s water resources through studies of potential projects involving some construction of projects. Working with other Federal agencies the Corps helps communities respond and recover from floods and other natural disasters just like FEMA in case of emergencies. The U.S. Army Corps of Engineers is considered independent agency because it is an establishment created by Congress to address concerns that go beyond the scope of ordinary legislation. These agencies are responsible for keeping the government and economy running smoothly (Headquarters). Environmental Protection Agency There is the Environmental Protection Agency involved in protecting the human health, the environment as well as it is an agency established in the executive branch as an independent agency. As part of a government efforts to reduce spending are done mostly through support of funding to reduce water infrastructure earmarks as well as others that would help to fund the United States. United States Fish and Wildlife Service Agency ...
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...An isolationist mentality that has been growing since the election of Obama, this will have a long-term negative impact on this firm, which subtracts from its overall value. “We are not the world’s policeman, nor its judge and jury,” proclaimed Representative Alan Grayson, a progressive Florida Democrat, reciting favorite isolationist excuses for doing nothing. “Our own needs in America are great, and they come first.” (Keller, "Our New Isolationism") Also, I pulled this excerpt directly from the book, “For a number of years, Lockheed has been a major defense contractor with the federal government as its primary customer. Although it provides a variety of products and services, 82% of its revenue came from the U.S. government. This dependence on a single customer is...
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...Improving Customer-Based Brand Equity: On-line and Off-line Programs for B2C Company -- Case Company: VANCL Business Economics and Tourism 2012 2 ACKNOWLEDGEMENTS I would like to express sincere thanks to my supervisor Ms. Åsa Lillhannus, who encouraged me to write thesis on this topic and always welcomed my opinions. Furthermore, she used her professional knowledge to provide good suggestions for my study. I also want to give thanks to Cao Wen and He Mengdi who help me to conduct and test the questionnaires. Thanks to Qin Ziyin who always discussed with me the research and gave her advice. I want to thank all my friends who support me during the whole writing process. Most importantly, THANKS TO MY PARENTS! Vaasa, Finland 05.06.2012 Zhang Yu 3 VAASAN AMMATTIKORKEAKOULU UNIVERSITY OF APPLIED SCIENCES International Business ABSTRACT Author Title Zhang Yu Improving Customer-Based Brand Equity: On-line and Off-line Programs for B2C Company. Case Company: VANCL 2012 English 88 + 9 Appendices Åsa Lillhannus Year Language Pages Name of Supervisor The objective of this research was to study the short-term process of building customer-based brand equity in the on-line shopping industry and provide managerial suggestions for Vancl to improve its customer-based brand equity. In order to achieve the main aim, the following sub research problems based on theoretical study were separately set. First, how do audiences feel about Vancl’s brand elements? Second,...
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...MGMT 520 Entire Course Legal Political Ethical Dimension of Business Keller Click Link Below To Buy: http://hwcampus.com/shop/mgmt-520/mgmt-520-entire-course-legal-political-ethical-dimension-of-business-keller/ Or Visit www.hwcampus.com MGMT 520 Entire Course Legal Political Ethical Dimension of Business Keller MGMT 520 Discussions ALL 7 Weeks Posted by All Students 483 Pages Keller MGMT 520 National and International Ethics-Patent Week 1 Discussions 1 All Students Posts 41 Pages Keller Class in this thread we will seek to address essentially corporate citizenship. In other words, when the necessity from help arrives and your organization is the only organization that has what can deliver the society in which you operate in from peril, what do you do? In your discussion of the Bayer problem you will find yourself balancing and wondering, how do you overcome some of the barriers of doing the right thing from the corporate perspective? In the fall of 2001, anthrax was used as a weapon of terror in the United States, when it was sent to numerous media and political organizations and individuals, including Tom Brokaw of NBC News, Dan Rather of CBS News, and U.S. senators…. MGMT 520 Disbarment of Lawyers Week 1 Discussions 2 All Students Posts 35 Pages Keller Class I want to introduce to some “Wolves of Wall Street” who handled business in a Bernie Madoff type fashion, the Ponzi scheme way. Allow me to introduce you to former attorney, Marc Dreier. ...
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