...28 April 2013 How to dispose of disposable income Is it possible to end world hunger by sending your disposable income to a charitable organization? Is it immoral to spend your disposable income on services and items that are not necessities? Do we really need to “shop till we drop” or is there another way? A way for the informed consumer to make responsible spending decisions instead of unrealistic forced “giving” or the equally unrealistic short sighted over spending common in today’s society. Peter Singer thinks the whole process of spending your disposable income on anything other than the necessities is an immoral act. In his article The Singer Solution to World Poverty, Mr. Singer tells us a story about Bob and his failure to save a child stuck on the railroad tracks by diverting an oncoming train. If he diverts the train it will spare the child but destroy his prized possession, a very old and valuable car. Bob does not throw the switch. Mr. Singer states “Bob’s conduct, most of us will immediately respond, was gravely wrong” (Singer 61). He goes on to say “If you still think that it was very wrong of Bob not to throw the switch that would have diverted the train and saved the child’s life, then it is hard to see how you could deny that it is also very wrong not to send money to UNICEF or Oxfam America.” (Singer 61). In making these statements Mr. Singer is telling us that our failure to freely support these charitable organizations is equivalent to not throwing the...
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...Lovemarks e as estratégias de fidelização da marca Sucos do Bem.1 Lovemarks and the strategies of brand loyalty from Sucos do Bem. Cinthia Genguini – Pós-Graduanda – UTP-PR - cinthia_genguini@hotmail.com i Daniele Ukachenski - Pós-Graduanda – UTP-PR - daniuka@hotmail.com ii Débora Braga Schwarz Pós-Graduanda – UTP-PR - dbragaschwarz@yahoo.com.br iii Felipe Russi Cordeiro – Pós-Graduando – UTP-PR - fecordeiro12@gmail.com iv Lucina R.Viana - Doutoranda – UTP-PR – lucka@onda.com.brv Randy Rachwal – Mestre – UTP-PR – randy@comdpi.com.brvi Resumo: Este artigo se propõe a analisar a construção de uma lovemark por meio da ótica de seu posicionamento estratégico, identidade visual e comunicação através do site institucional da empresa e da página institucional da marca na plataforma social Facebook. O objeto da pesquisa é a marca de bebidas “Do bem”. Parte-se de uma breve levantamento da presença da marca nas plataformas mencionadas, relatos de um consumidor impactado pelas estratégias utilizadas e de revisão bibliográfica sobre o tema. Conclui-se que através do posicionamento e escolhas estratégicas da empresa que a marca “Do bem” tem as características necessárias para ser considerada uma lovemark. Palavras Chave: Comunicação, lovemarks, mídia social, estratégia; fidelização. Abstract: This article aims to analyze the construction of a lovemark through the lens of its strategic positioning, branding and communication through the company website and corporate brand page on Facebook...
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...37 Why I believe emotional connections can transform brands. If you spend your days reviewing data, read every word of this chapter. Twice. INSIGHTS: Maurice Lévy, Publicis Groupe CHAPTER 4: ALL YOU NEED IS LOVE 49 Taking brands to the next level depends on one four-letter word: L-O-V-E. INSIGHTS: Sean Fitzpatrick, sportsman; Tim Sanders, Yahoo! CHAPTER 5: GIMME SOME RESPECT 59 Love will change the way we do business, but only if it is built on Respect. No Respect, no Love. Simple. Let’s celebrate what Respect has achieved CHAPTER 6: LOVE IS IN THE AIR 65 Okay, so how do you create Loyalty Beyond Reason? INSIGHTS: Alan Webber, Fast Company magazine CHAPTER 7: BEAUTIFUL OBSESSION 73 So what are Lovemarks? They inspire Loyalty Beyond Reason through their obsession with Mystery, Sensuality, and Intimacy. Here are our first ideas about putting them into action. INSIGHTS: Jim Stengel, Procter & Gamble CHAPTER 8: ALL I HAVE TO DO IS DREAM Understand how Mystery can transform relationships with consumers. Great stories; mythic characters; the past, present, and future together; dreams and inspiration. Be inspired by the ideas and actions of great Mystery makers. INSIGHTS: Dan Storper, Putumayo World Music; Cecilia Dean, Visionaire magazine; Maurice Lévy, Publicis Groupe; Sean Landers,...
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...27.4.2013 KATHARINA LEONHARDT 1415505 ASSIGNMENT2 – GOOGLE SERVICE BRAND ANALYSIS: FROM A CUSTOMER PERSPECTIVE Strategic Brand Management BSNS 7454 | Robert Davis K a t h a r i n a L e o n h a r d t - B S N S 7 4 5 4 , A 2 |1 EXECUTIVE SUMMARY When people talk about the internet, they often talk about Google as well. Google made it possible for millions of people to get as much information possible, in a very short time, and what is most important, in a very convenient way. How did this happen? Google was founded in 1996 by two young students of Stanford University, Larry and Sergey. They managed to build a company with more than 53,000 employees, working in more than 40 countries worldwide. While always updating their website, they also developed and acquired new services and features, such as Gmail, Google Earth and Maps, YouTube. With the increase of internet users, also more people used Google over time. Not only consumers use Google, but also companies have the possibility to place advertisements on the search engine which millions of users look at daily. This made it possible to have enormous revenues, 96% of the revenues are even gained by this system of placing advertisements. Google is easily able to analyse data through its search engine and can identify trends faster than any other company. Customers “love Google”, they admire it. How is that possible and why? First of all due to its founders, Larry and Sergey, two down-to earth men who have...
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...this assignment is to analyze the sustainability strategy and Triple Bottom line of Starbucks and Walmart. As a consumer it was very interesting to learn more about two major corporations which I have invested in over the years. By analyzing their mission, values and core competencies I was able to assess which corporation has a more holistic approach toward implementing the Triple Bottom line. At the end it came down to ethics and based on this premise I am proud to say I am a loyal Starbucks consumer. The following analysis will compare Wal-Mart’s and Starbucks business ethics in regards to people, profit and planet. It will support my argument of Starbucks becoming a lovemark not by slashing prices but by focusing on the consumer experience. As Kevin Roberts states in his book The future beyond brands - lovemarks “If you were to say, name a brand that has managed to get big fast, make quality products, treat its people very well and respectfully, and understand the differences in economies and tastes in other parts of the world while continuing to grow, it will be Starbucks” (2004, p.120). Analysis After researching Wal-Mart and Starbucks mission, values and CSR strategy, I can identify some disparities. Let’s start off our discussion on the Triple bottom line by focusing on profit. Although both companies are focused on profitability, Starbucks strives to maintain a balance on profit and social conscience. On the other hand Wal-Mart’s mission is to provide “everyday low...
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...iPod : Creating An Iconic Brand HAMZA ŞANDA Product Introduction The iPod is a combination portable storing and playing audio files encoded by MP3 or AAC from Apple Computer and launched in 2001. The product line-up includes iPod Classic, the touch screen iPod Touch, the compact iPod Nano and the ultra-compact iPod Shuffle. All iPod models use an extremely small hard disk for storage. Also iPod Shuffle uses a flash memory; unlike the memory found in computers. This flash memory doesn’t lose its contents when the power is turned off. The storage capacity of all models has increased over time. From 2001 to 2011, it’s reported that Apple have reached 275 mio iPod sales. In just first quarter of 2011, more than 19 mio iPods had been sold worldwide and monitized 24,67 billion USD Revenue with 5,99 billion Net Profit. Brand Elements Name : iPod Slogan : 1000 songs in your pocket Character : Silhouette URL : http://www.apple.com/ipod/ Logo : Just Apple logo Symbol : brand name itself Packaging : Simple and fascinating What is the most important feature of iPod? The most important feature of iPod is the easy user interface. All iPOD models have an innovative and a simple design with color displays use antialiased graphics and text, with sliding animations. All new generation iPods have five buttons, also one is integrated into the click wheel as an innovation that gives an uncluttered, minimalist...
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...! ! ! ! ! ! ! ! ! ! ! ! ! AppleHotel& !! ! ! ! ! ! Proyecto de Viabilidad Em ! ! ! ! AppleHotel Área de Márke ! ! Eva!Vazquez!Docarme! Mind!Of!The!Consumer! Assessment!1! APC!–!York!Campus! ! CHAPTER!1:!INTRODUCTION! CHAPTER!2:!THE!!APPLE!WORLD! CHAPTER!3:!MARKET!SEGMENTATION.!TARGET!AUDIENCE! CHAPTER!4:!PRODUCT!POLICY! CHAPTER!5:!PRICE!POLICY! CHAPTER!6:!PLACE!POLICY! CHAPTER!7:!PROMOTION!POLICY! CHAPTER!8:!BUDGET! ! CHAPTER 1. INTRODUCTION El mundo Apple The!AppleHotel!will!be!born!as!an!extension!of!the!brand!Apple.!It!will!be!a!4Ystar!hotel!business!located!in! the! centre! of! Sydney,! a! city! that! is! well! communicated! and! has! bet! for! an! innovative! architecture.! Our! advantages!are!the!competitive!services!and!facilities!to!enable!saving!unnecessary!timeouts,!something!that! our!business!guests!will!appreciate!a!lot.!! CAPÍTULO 4. EL MUNDO APPLE The! architecture! and! design! of! the! hotel! is! minimalist,! inspired! by! the! Apple! Store.! In! Overall,! counters! TECNOLOGÍA E INFORMÁTICA disappear,!giving!an!open!space!and!staff!uniforms!not!to!be!conventional,!giving!a!casual!look.!Regarding! services,!noting!that!you!can!checkYin!from!the!website!of!the!hotel!and!access!to!any!service!through!iPads! No podemos negar la evidencia de que la tecnología es una ciencia en pleno crecimiento y to!the!room,!thanks!to!applications!designed!for!it.!! en la vida de cualquier persona. que...
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...creatures. Even a casual glimpse into the nation’s driveways, liquor cabinets, and cosmetics shelves reveals that consumers make buying decisions based in part on their feelings and emotions about particular brands. And marketers have long recognized the fact that emotions play a key role when consumers are talking about—or purchasing—products in categories as disparate as those represented by brands like Mercedes, Kodak, and Louis Vuitton. Although none of this seems all that newsworthy, marketers appear to be rediscovering the power of human emotions, as evidenced by a raft of books and articles now in bookstores and on marketers’ desks. Perhaps you’ve already read Passion Branding, Emotional Branding, The Culting of Brands, or Lovemarks. Or you may have noticed that the Journal of Advertising Research recently devoted an entire issue to studies of “Emotion in Advertising.” Suddenly, it seems that the new marketing millennium is all about emotions. And whatever has sparked this resurgence of interest, it’s apparently contagious. Emotional connections: links that last Why all the interest? In part, it’s because of the intensified focus on customer retention. To reap the enhanced financial benefits that can result from customer loyalty, marketers have enthusiastically pursued...
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...WHAT ARE ERGs: From an external and global perspective, Employee Resource Groups (ERGs) have a rich history of convening people with common affinities for support, connections, and personal development. Today, ERGs internally and externally are experiencing renewed energy, as ERG members benefit from helping their organizations navigate a complex business environment. ERGs are being recognized by business leaders as a win-win for all, while employees are inventing new ways to impact their organization, community, and individual careers. One thing we have learn from our global economy is that the most successful societies are the most inclusive societies – places where all voices are heard; where every person has a chance to succeed; where every person has the chance to live out their dreams. Employee resource groups at THE COMPANY, gives you that opportunity – but you have to take it, you have to own it, you have to leverage on it! We give you the tools and guidance for you to drive it to success. Just that you get more familiar with the topic, in the last few decades, as diversity has become more prevalent in the work force, ERGs have multiplied, along with the names associated with these groups. Other common labels you will get to hear outside of THE COMPANY include Affinity Groups (AGs), Employee Network Groups (ENGs), and Business Resource Groups (BRGs). So what are they? Just as I explain in my example about volunteer groups, that’s exactly it. ERGs at THE COMPANY...
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...B2B Brand Management Philip Kotler ´ Waldemar Pfoertsch B2B Brand Management With the Cooperation of Ines Michi With 76 Figures and 7 Tables 12 Philip Kotler S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Business Northwestern University 2001 Sheridan Rd. Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Waldemar Pfoertsch Professor International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany waldemar.pfoertsch@pforzheim-university.de ISBN-10 3-540-25360-2 Springer Berlin Heidelberg New York ISBN-13 978-3-540-25360-0 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number: 2006930595 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science+Business Media springeronline.com ° Springer Berlin ´ Heidelberg 2006 Printed in Germany The use of general descriptive names, registered...
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...UDK 659.126, Pregledni rad Članci/Papers Vrednost brenda za potrošače i preduzeća Saša Veljković, Aleksandar Đorđević Rezime: U savremenom poslovnom upravljanju koje karakteriše sve intenzivniji konkurentski pritisak marketing dobija sve dominantniju ulogu. Kompanije na tržištu su sve više izložene konkurentskom pritisku usled rasta broja ponuđača i supstitutivnih proizvoda na domaćem tržištu i rastu inostrane konkurencije usled globalizacije svetske ekonomije. Od uspešnosti upotrebe marketinških alata u najvećoj meri zavisi ostvarenje očekivanih finansijskih efekata, kao i opstanak kompanija na tržištu na srednji i dugi rok. Brend je koristan marketinški alat koji u savremenim uslovima poslovanja predstavlja značajan izvor konkurenstke prednosti. Koncept i suština brenda poslednjih godina su značajno promenjeni u odnosu na period od pre dvadeset i više godina. Na brend se ne gleda više samo kao na marku ili znak, već na alat koji kreira vrednost za potrošače i značajno doprinosi poboljšanju konkurentske pozicije kompanije na tržištu. U procesu izgradnje brenda potrebno je poći od elemenata koji utiču na kreiranje vrednosti za potrošače i dosledno primenjivati mehanizme kako bi se funkcija brenda bila u funkciji poslovanja i omogućila kompanijama ostvarivanje maksimalnih efekata u pogledu rasta konkurentske prednosti. Istovremeno je bitno, zbog analize finasijske isplativnosti investicija u izgradnju brenda, sagledati i uticaje brenda na finansijske performanse kompanije...
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...antecedent of brand love and brand loyalty, word of mouth, and resistance to negative information as outcomes. Both the firstorder and higher-order brand love models predict loyalty, word of mouth, and resistance better, and provide a greater understanding, than an overall summary measure of brand love. The authors conclude by presenting theoretical and managerial implications. Keywords: brand management, brand attachment, brand loyalty, brand relationships, brand commitment lthough for decades researchers have studied how consumers form “like–dislike” attitudes toward brands, the past few years have seen a burgeoning interest among both practitioners and academics in consumers’ “love” for brands.1 Among practitioners, Roberts’s (2004) book Lovemarks expresses increased interest in this topic, and Bauer, Heinrich, and Albrecht (2009) recently documented a growing use of the concept of love in advertising. Academic research on brand love or...
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...The Swiss Luxury Watchmaking Industry A general overview and a closer look at the celebrity endorsement and sponsorship communication strategy used by the leaders. Karine Gautschi January 2005 HEC Lausanne – Hautes Etudes Commerciales, MIM – Master of International Management Thesis Director, MIM: Professor Stéphane Garelli Expert, Omega: Jean-Pascal Perret Table of Contents 1 2 INTRODUCTION .............................................................................................................. 1 LUXURY WATCH INDUSTRY: A SHORT OVERVIEW .................................................. 3 2.1 2.2 3 DEFINITION AND PRICE SEGMENTATION ........................................................................ 3 LUXURY BRANDS AND THEIR POSITIONING ..................................................................... 5 ANALYSIS OF THE LUXURY WATCH INDUSTRY........................................................ 7 3.1 THREAT OF NEW ENTRANTS .......................................................................................... 9 Capital requirement ............................................................................................ 9 Brand recognition ............................................................................................... 9 Distribution........................................................................................................ 15 3.1.1 3.1.2 3.1.3 3.2 BARGAINING POWER OF BUYERS .........................................
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...The Swiss Luxury Watchmaking Industry A general overview and a closer look at the celebrity endorsement and sponsorship communication strategy used by the leaders. Karine Gautschi January 2005 HEC Lausanne – Hautes Etudes Commerciales, MIM – Master of International Management Thesis Director, MIM: Professor Stéphane Garelli Expert, Omega: Jean-Pascal Perret Table of Contents 1 2 INTRODUCTION .............................................................................................................. 1 LUXURY WATCH INDUSTRY: A SHORT OVERVIEW .................................................. 3 2.1 2.2 3 DEFINITION AND PRICE SEGMENTATION ........................................................................ 3 LUXURY BRANDS AND THEIR POSITIONING ..................................................................... 5 ANALYSIS OF THE LUXURY WATCH INDUSTRY........................................................ 7 3.1 THREAT OF NEW ENTRANTS .......................................................................................... 9 Capital requirement ............................................................................................ 9 Brand recognition ............................................................................................... 9 Distribution........................................................................................................ 15 3.1.1 3.1.2 3.1.3 3.2 BARGAINING POWER OF BUYERS .........................................
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...FINAL DISSERTATION Emotional Branding: Investigating the Role of Emotions in Advertising and Branding SUBMITTED BY Usama Shahzad BITE ID : 35163 Submitted in partial fulfillment of the requirement for the MBA Innovative Management in collaboration with Coventry University and British Institute of Technology & E-commerce August 2007 -1- The intuitive mind is a scared gift and the rational mind is a faithful servant. We have created a society that honors the servant and forgotten the gift. Albert Einstein -2- Acknowledgments First of all, I would like to thank my research supervisor Dr. Gordon Bowen for his support and advice throughout this dissertation. His critical comments always managed to solve arising problems and helped me understand the subject. I would also like to thank the MBA programme co-ordinator Mr. Innayath for his enormous encouragement and inspiration throughout my course. Also I wish to thank all the respondents who participated in the interviews for providing me with valuable information. And finally, I wish to thank my family for their moral support and blessings. Without them none of this would have been possible. -3- Table of Contents Table of Figures ..............................................................................................................- 6 Abstract ...........................................................................................................................- 7 Chapter 1...................
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