...Д.ТРАУТ. "22 НЕПРЕЛОЖНЫХ ЗАКОНА МАРКЕТИНГА" Нарушайте их на свой страх и риск Введение Миллиарды долларов были попусту истрачены на маркетинговые программы, которые заранее были обречены на провал, независимо от того, насколько они были умными и блестящими, или от того, насколько хорошо они финансировались. Многие менеджеры полагают, что хорошо разработанная, хорошо выполненная и хорошо профинансированная маркетинговая программа обязательно будет работать, но это не всегда справедливо. Не надо далеко идти за примерами - достаточно взглянуть на IBM, General Motors или Sears, Roebuck. Методы и технологии, которые использовала компания Sears, Roebuck, возможно, были правильными, а порой даже зрелищными. И наверняка в GM за маркетинговые программы отвечали самые лучшие и самые умные менеджеры. Всем известно, что самые лучшие и самые умные люди традиционно работают в самых больших и лучших компаниях, таких как IBM и General Motors. Дело только в том, что маркетинговые программы были основаны на ошибочных предположениях. Джон Кеннет Гэлбрэйт (John Kenneth Galbraith) на вопрос о восприятии Америкой самых больших корпораций страны, ответил, что американцы боятся власти корпораций. Сегодня все изменилось, и мы боимся некомпетентности корпораций! Все компании сейчас в беде, а особенно большие компании. General Motors - хороший пример. За последние 10 лет компания заплатила ужасную цену за разрушение индивидуальности своих брэндов. (Она назначала...
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...BRAND MANAGEMENT Student: Drobnjak Anja, K-5050 Professor: Prof. dr David Jones Warsaw, 22.01.2014. Contents Introduction 4 Branding 5 The Laws of Branding 6 Branding and its components 8 Brand implementation 9 Brand awareness 9 Brand recognition 10 Brand equity 10 Brand elements 11 Brand Bubble Trouble 12 Strategic brand management 13 Adidas - a brand that identifies with its performance 15 Coca-Cola as Number One 17 Disney world 18 Conclusion 18 Abstract One of the most valuable intangible assets of a firm is its brand, and building a strong brand is both an art and a science. It requires careful planning, a deep long-term commitment and creatively designed and executed marketing and management. This paper will try to show that brand management is a communication function which includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at and maintaining a desired reputation of the brand. Attention will also be directed on the tangible elements of brand management such as a product itself; look, price, the packaging, etc. It will include some components of brand management, laws of brending, strategic brand management and its importance, and also examples of well known companies, in order to show nowadays rising role of brands and made some conclusions. Key Words: brand management, brand, strategic brand management, brand...
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...4. Sustainable Architecture as Branding 4.1. Chen, H. Y. (2006). Research into the marketing promotion of sustainable architecture. (Order No. H129400, Beijing University of Aeronautics and Astronautics (People's Republic of China)). PQDT – Asia This thesis analyzes the marketability of the sustainable development from both the side of government and the side of ventures in current situation of China. It researches marketing in architecture industry as well as legal codes, national policies and the impacts of technology, social culture and environment. It claims that ventures are in the center of economy, alongside they must be focused in sustainable architecture market too. It also contains a case study, comparing the investment and incomes...
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...Branding Case Study ------------------------------------------------- Branding Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products (Entrepreneur Encyclopedia) A Brand is:• Names or symbols that identify the unique source of a product or service• The personification of an organization, product or service • The source of a promise to the customer • A trust mark • A single concept or idea imbedded in the mind of the customer • A set of associations that enhance or detract from the related product or service • The source of customer loyalty • That which allows one to charge a price premium for an otherwise generic product or service• A unique value proposition • The source of emotional connections with customers • The primary source of customer ‘goodwill’ • That which should drive the design of the ‘total customer experience’(Daye & VanAuken, 2011) | Both of these definitions indicate that the process of branding relies on one process; impression. For any brand or company it is vital to make an impression in the mind of its consumers. The brand has to be imprinted into their consciousness and differentiated from its competitors "Brand is everything, and everything is brand." (Pallotta, 2011) By this, the author means the face of the company (the logo, visage etc.) and its business strategy collaborates to define what a brand actually represents. A brand is basically the mission statement...
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...Importance of Branding Busting a Myth • Strong brands are just as relevant in B2B and hi-tech markets as they are in B2C markets Logos taken from respective corporate websites 1 What is a Brand? • A brand is a strategic asset of a company, recognized by a unique name and/or symbol (logo, trademark, etc.), which identifies it’s source, and differentiates it from competition, and whose role is jointly determined – or co-created – by the actions of both the company and the customer What is a Brand? • A brand is a strategic asset of a company, recognized by a unique name and/or symbol (logo, trademark, etc.), which identifies it’s source, and differentiates it from competition, and whose role is jointly determined – or co-created – by the actions of both the company and the customer 2 Products are not Brands • A product is something a company makes in a factory… • A brand is something a customer buys… • A product can be copied…a brand is unique • A product can become obsolete…successful brands continuously reinvent themselves and have long lives… – Stephen King, WPP Group, London Why Brand? (Benefits of Branding) • Help condense, synthesize, and communicate value • To get noticed, to be remembered • To achieve resonance with customers’ needs, and create preference over competitive offerings • To build loyalty and lasting customer relationships • To serve as a platform for future growth 3 Immutable Laws of Branding • A small...
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...Branding Products are never nameless. In fact, the term “household name” comes from a popular brand or product becoming a part of your home—seeing these products every day in your cabinets, pantry, refrigerator, bathroom, and even garage. There are many laws protecting products and their brand names because of ownership. The makers of these products have the exclusive right to produce these products while labeling them in order to separate themselves from makers of similar products. Branding isn’t only important for protecting rights to a company’s line of products, it also allows consumers to recognize a brand as its makers create new products, improve on existing products, and evolve as a company as a whole. When consumers continue to buy a certain brand, brand loyalty becomes an important part of business. Companies can know which products their consumers like, which ones need improving, and which ones aren’t selling. A lot of brands that become popular pour earnings back into their business to create more products, generating more products and ultimately more earnings. Though it was a huge blow to Anheuser-Busch to discontinue their brand name in Germany (a huge beer-consuming nation) and placing large ads at the World Cup in Germany, the court ruling was correct in protecting the Budvar labeling in Germany. Branding is everything to companies across the globe. If a company in Germany created a line of sports drinks and called them Gatorade, the court would rule...
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...Contemporary Business MKT 530 PROFESSOR: Jerome Newman FREDERIC WILLIAM KREBS STRAYER UNIVERSITY October 25, 2011 1. Discuss how human resource professionals can ensure that top organizational leaders encourage managers and employees to follow laws and guidelines. Human Resource professionals needs to continually make human resource assessment of the companies staff and send reports to top organizational leaders encouraging managers to abide to effective equal employment, workplace discrimination, and occupational safety laws. Human resources managers need to persuade managers that their company can generate more profit by following the equal employment and safety laws and guidelines. The human resource mangers need to stress how the company can lose profits by not following the employment laws. Human resource professionals need to educate management on the laws and how the laws can affect the company’s profits if not followed. Equal employment laws encourage companies to open up their employment resources by expanding their labor pool to include employees of all races, gender, ages, etc. The larger labor pool can bring more talent into the organization which makes the company more productive and gives the company an edge over their competitors. The employees with disabilities can be productive in areas that do not challenge their disability. The older employees can provide productivity through experience. Xerox took advantage of that by putting women...
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...All Business states that your small business can use different types of recruitment and selection methods. In human resources' jargon, recruiting or advertising for new employees is sometimes referred to as "sourcing," meaning using different sources to find said employee candidates. Once a number of candidates are found, you must qualify each and determine if they are a good fit.(dunlapp, n.d.) Internal sourcing is the practice of advertising a new or recently vacated position within a business to existing employees. More businesses have come to use internal sourcing as a method to recruit employees upward or laterally within the company because little or no training is needed, and expenses that include advertising for a new employee and running background checks are spared. It also fosters loyalty and parity among team members. External sourcing is a method of recruitment that conducts an employee candidate search through external recruitment tools, such as job boards, newspaper advertisements and trade publication announcements. This method favors bringing in job candidates that may or may not have direct experience in your small business' line of work; a candidate within a satellite field may offer a fresh, out-of-the-box perspective to the organization. External sourcing is also used when the open position is not able to be filled by a current employee because of the technicality or specialty of the position. Small Business recommends that you know exactly what type of job...
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...Shaming: to publicly humiliate or shame for being or doing something dishonorable or disrespectful. Historically shaming has been all about control and social norms. The society responds to misbehavior by publically shaming the person in order to each him a moral lesson and lead him to repentance. It is about imposing hardship on the offender that closely mirrors his wrongdoing. We can see through out history, cultures have resorted to publically criticizing, flaying, branding, egregious form of punishment like chopping body, stoning etc., in response to violation of social norms. Intention of public shaming is to humiliate a person and has been integral to the legal system during its evolutionary stage. Shaming was primary means of restoring...
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...regions, the same range of products for all countries, and no visible customization, with the exception of the power source, pricing, and carrier specifics. Apple utilizing the standardized approach has certainly had its benefits. One in particular was establishing a global brand with a strong identity, which is something that has worked for Apple. However, this does not mean that apple understands the requirements for cultural understanding, and cultural understanding is a big advantage for any company to be involved in global branding. This is also part of a brand living up to the Ten Commandments of Global Branding. The ten commandments of global branding which consist of a brand being known around the world. The first step for a brand to obtain this goal is to research the global branding marketplace, which is made up of many countries and regions, while understanding similarities between them. Also understanding the importantance of investagitnting the laws, consumer demand and financial guidelines of each potential market in order to enter with proper marketing approach and expectations. Never taking shortcuts, Apple has done this by taking chances with the introduction of new product categories with product such as the ipod, iPhone, itunes, iPad , apple tv, and more. While also sticking to the approach of making things simple for...
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...Table of Contents What are the consideration in Brand Management? 1 1. Definition of Brand Management from various perspectives with references. 1 Brand as a logo 1 Brand as a legal instrument 1 Brand as a company 2 Brand as a shorthand 2 Brand as a risk reducer 2 Brand as an identity system 2 Brand as value system 2 Brand as a personality 3 Brand as relationship 3 Brand as adding value 3 Brand as an evolving entity 3 2. Main consideration in Brand Management. 4 The People Factor 4 Cultural Factor 4 Economic Factor 5 Political Factor 6 Legal Factor 6 3. Main benefits of branding. 7 Preference 7 Identification 7 Extension 7 Growth 7 Greater company equity 7 Barrier 7 4. Brand differentiation of one company from its competitors. 8 Differentiate by Audience 8 Differentiate by Focusing on the Experience 8 Differentiate by Product Features 8 Differentiate by Geography 8 Differentiate by Product Attribute 8 Differentiate by Design 9 Differentiate by Doing Good 9 5. Brand loyalty builds by the company. 9 References 11 What are the consideration in Brand Management? Guidance; 1. Definition of Brand Management from various perspectives with references. A brand is a name, term, design, symbol, or other feature that distinguishes products and services from competitive offerings. A brand also represents the consumers' experience with an organization, product, or service. According to Wikipedia, “Brand...
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...Will the Web Kill Colleges? In this paper I will examine the article written by Zephyr Teachout entitled “Will the Web Kill Colleges”. The key point of Teachout’s argument is whether or not the Web will kill Colleges. According to the author Zephyr, “undergraduate education is on the verge of a radical reordering” (Chaffee, p.91, para 2). Zephyr states that colleges will be torn apart by the Internets new ways of sharing information. Classes are slowly changing from an in class setting to an online setting that may become permanent over the next 15 years. The author also states “colleges are becoming more virtual” (Chaffee, p.91, para 3). Traditional Colleges will experience a decline in enrollment and since they are depending on tuition this will hurt them tremendously. You don’t have to be in a classroom to do research, ask questions and receive lectures to gain a full learning experience. “The funding of academic research, the culture of the academy and the institution of tenure are all threatened” (Chaffee, p.96, para 4). The evidence used by the author to support his argument is the cost of getting a online degree are relatively inexpensive compared to traditional college. For example, “in state online undergraduate completion degree offered by the East Carolina University costs only $99 per credit hour which is a base of $1200 a year” (Chaffee, p.92, para 2). And the author also believes that the price will “only dive in coming decades as more universities compete...
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...brand is unique. A product can be quickly out-dated, a successful brand is timeless” (Quiston, 2004, p 345). Many brands today mean little to consumers, who have become accustomed to buying on price alone. But a new tool can help companies separate themselves from the crowd. (David Aaker).Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modelling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed. Key Words: Brand, Brand name, consumer behaviour, purchase decision, level of involvement, brand equity , brand extensions. 1. Introduction What’s in a name? That which we call a rose By any other name would smell as sweet. ...
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...Branding, Pricing, and Distribution Gary D. Tate Strayer University Marketing-500 Instructor: Brett Jordon 5/17/2012 Branding, pricing, and distribution are all integral parts of a strategic marketing plan. Each segment of the plan needs to be developed individually with the entire culmination of the plan in mind. In other words, each segment should be a link in the chain to a completed marketing strategy. The ultimate goal is to reach a successful culmination of all three tiers that will have a successful impact in introducing the brand, pricing it correctly, and forming a distribution model that will maximize the competitive advantage to the company or service in question. This report will outline the steps in developing a local branding outline as well as an international branding strategy .The idea behind branding is to differentiate your product, value, quality or service from your competitors, and make it more readily identifiable to the end user. There are at least four questions that need to be asked before implementing a branding strategy. The first of course is whether to brand the product vs, a no brand decision. The second decision would be to use a manufacturers brand vs. a private label strategy. The third question entails whether to go with a single brand vs. multiple brands. The final decision is to decide whether to brand in a local market or a global market or a combination of both. Branding in a global market is much more complicated...
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...marketing techniques such as ansoff matrix, branding, brand building and relationship marketing are used to market products in two organisations asda and nike technniques ansoff matrix: ansoff matrix is a stragite this help the business to grow. Marketpenetration: asda offer their existing customer special offer or discount coupons so they raise the number of customer. Market development: asda sell the same product to new market.for example asda sell Asian food in London area. The product remain same just the marketing target change. Product development: asda sell the mobile and contract so they can sell to the current customer. Diversifaction: asda produce a new product but for new market. Survival strategies: when business face losess they need to develop the survival strategie so their business will keep running. Branding: Nike has the sign which attract bte peole towards to their product. Nike need to rademarks so that others companies don’t copy your name or logo. Nike is the most powerful brand this help the business to achive their objectives. And they raise awareness about their product. brand building: nike build teir brand image by advertising on tv. Sporsing a team. Doing promotion and campign. Relationship market Matalan they have Matalan card this show them about their customer how many time they visit to the shop. They give to their customer special offer. 1.3- Limitation and constraints: consumer law: business need to make sure that the marketing...
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