...Burger King Worldwide Inc. (BKW) operates and franchises fast food hamburger restaurants under the Burger King brand name. The Burger King restaurants offer flam-grilled hamburgers, chicken, and other specialty sandwiches, French fries, soft drinks, and other food products. As of August 2014, it operates about 14,000 locations worldwide. Burger King Worldwide Inc. also franchises and operates its restaurants under Hungry Jacks brand in Australia. The Standard Industrial Classification (SIC) code is 5812: Eating and Drinking Places. This SIC code contains a very large industry group. When comparing Burger King to its industry it is important to look at efficiency, solvency, and profitability ratios. The efficiency ratios check the quality of receivables and the efficiency of assets control. It also measures the effectiveness of payment to suppliers; and evaluates the over or under trading equity. In 2013, Burger King Worldwide had a 54.4% efficiency ratio and 78.8% in 2012. There has been a decrease in this ratio from the year 2012 to 2013. When it comes to the industry’s average the efficiency ratio of Burger King Worldwide falls below the average in its industry, however it is not the lowest. Solvency ratios examine the financial soundness of a company and how well it can meet short and long-term obligations. Burger King Worldwide Inc. has a current ratio of 3.11 for the year of 2013. The current ratio should never be below 1; because it suggests that a company...
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...Personal Branding Plan Paper Jacqueline Babb MKT – 421 November 24, 2014 University of Phoenix Personal Branding Plan Paper – Introduction My career spans a bit over 20 years in various administration positions in many different industries. Most of my career was spent in the manufacturing industry. In the beginning, for approximately 5 years, I was a receptionist, handling the most basic of responsibilities. Later began a stretch of time that I worked in an administration type of position as a planner and raw material control. This position allowed me to learn more of the industry, receiving the raw material, assigning it to appropriate work orders, and maintaining the flow of production on the raw material end. Finally, I moved into the area of accounting performing accounts payable for the freight side of a manufacturing company for around 7 years, which is where I found my desire to further my career. Those years of working in the accounting area has given me the confidence to move forward and push my career further. Companies I Would Like to Work For Germania Insurance is a Texas based insurance company whose home office is in Brenham, Texas, my hometown. It was started back in 1896 in Perry, Texas, composed of only 31 members. Their founding principle was “bearing one another’s burdens made them all stronger” (Germania Insurance, n.d.), which is still true today. Today Germania offers full insurance services and has its own member-owned credit union. This company...
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...Personal Branding: Personal branding and corporate branding are visual ways to represent a person, place or thing. Whether that representation is successful or not is the ultimate goal. While they both have their benefits and difficulties, there is a controversy about which one is more important. Creating a personal brand is better than a corporate brand because of the image, resources, and marketplace. First, the person in the spotlight and the face of the company will be the reason people will want to pursue that company. The spokesperson will influence an audience through his or her personal brand, in a positive way. That person’s personal brand includes his or her great appearance, extensive knowledge of the product, and likable personality. The audience will take that personal brand with them, and then the audience brings it to the market. In return, the market will come back to the person or company they work for and will want to buy their product. The image gets the company started while the quality and usefulness of the products keep it up and running. Personal branding will help people remember the company the spokesperson is associated with, while corporate branding will have to rely on advertisements to reach the market in hope it is not overlooked. They are asking advertisements to speak for them while a person can do a much better job and give the audience more information. The advantages of pursuing a personal brand as opposed to a corporate brand involves;...
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...43 Reading Basic Marketing, Ch. 3 14 Reading Basic Marketing, Ch. 4 11 Reading Basic Marketing, Ch. 7 10 Reading Basic Marketing, Ch. 18 7 Discussion Favorite Brand Discussion 24 Discussion Product and Organization Selection and Approval 6 Discussion Research and Discussion 3 Video The Five Competitive Forces That Shape Strategy 1 Video Target: Inside the Bullseye 2 Video Positioning 11 Video Marketing Research and Segmentation 4 ERR Week 2 Electronic Reserve Readings Assignments ASSIGNMENT STATUS FRIENDLY NAME TITLE DUE DATE POINTS UNREAD COMMENTS Participation Week 2 Participation Due Jul 28, 11:59 PM /3 Presentation Marketing Mix Presentation Submitted /5 5 Paper Personal Branding Plan Paper Due Jul 28, 11:59 PM /5 Total Points /13 Course Progress 4.7 / 8 (58.75%) of points so far 100 points total All Assignments » Course Overview Jul 15 - Aug 18 This course develops an understanding of the complexities an organization faces in establishing and implementing marketing strategies within both...
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...Personal Branding MKT/421 March 16, 2015 Personal Branding For many years branding has been used for creating and maintaining business and their reputations. As technology evolves so does the term branding, where it is also used to identify a person’s foundation. “Personal branding is the process of developing a mark or career. You use this mark to express and communicate your skills, personality and values” (Lake, n.d.). Building a personal brand one must evaluate and assess his or her image and see oneself in the ways others are and will find that individual. An individual must develop and enhance ones’ professional presence and making sure that this image reflects and benefits this individual in the world of diversity. “A strong personal brand can yield tremendous ROI whether you are working with an organization or leading one” (Forbes, 2014). When a resume is selected, a recruiter takes just a few minutes to review the information that is on the resume. In order to be a part of that process ones’ resume must possess the quality and experience that is required for the position. In addition, the resume should reflect the job description and ones’ experience should be in alignment as well. In this paper I will discuss my background, identify three to four companies I would love to work for in the future, my reasoning and determining the best methods for contacting and engaging recruiters. Background Having a personal brand is just as important as having...
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...Business School, Griffith University, Gold Coast, Australia Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely brand distinctiveness, brand orientation, brand-marketing performance and brand barriers. The literature, in combination with (eight) case research interviews, has been synthesised to develop a new theory of SME branding. Findings – The paper reveals that the theory identifies the ladder of SME brand orientation, moving from minimal brand orientation, to embryonic brand orientation to integrated brand orientation. Further, it is suggested that most SMEs will be on the lower steps of the ladder. A model of the brand strategy process has been formulated, specifying links between brand barriers, brand distinctiveness, brand orientation and brand-marketing performance. The study puts forward some propositions about the pre-conditions to move higher up the ladder, particularly to an integrated brand orientation. Research limitations/implications – The major limitation of this research is that it is based on eight case studies. It is suggested that a quantitative survey be carried out to enhance the generalisability of the model. Originality/value – This paper makes original contributions in that it uses case studies to establish the relationship...
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...ETHICS GROUP TERM PAPER (Emotional Intelligence and leadership self-branding) Group Members: Nehemiah Kimani: 643907 Kiambati, Francis Kanyora: 645462 Judy Mwangi: 641678 Table of Contents EMOTIONAL INTELLIGENCE 3 Introduction 3 Defining Emotional Intelligence 3 Branches of Emotional intelligence 4 Evolution of Emotional Intelligence 5 Major skills that make up emotional intelligence are: 7 Importance of Emotional Intelligence 8 Importance to Leadership 9 How to Improve Emotional Intelligence 9 Conclusion 10 LEADERSHIP SELF BRANDING 11 Introduction 11 Brand and Branding 11 Personal Branding 12 Personal Branding Process 12 The ‘Domain’ Principle 14 Factors and Qualities used in Personal Branding 14 Leadership branding 16 Leadership Brand Definition 16 Leadership Branding Concepts 17 Building a Leadership Brand 18 Principles Used in Building Strong Leadership Brands 19 Challenges of Leadership Self Branding 19 Conclusion 20 References 21 EMOTIONAL INTELLIGENCE Introduction In the past decade, emotional intelligence has generated an enormous amount of interest both within and outside the field of psychology. It brings together the fields of emotions and intelligence by viewing emotions as useful sources of information that help one to make sense of and navigate the social environment. Emotional intelligence is powerful, and at times more powerful, than IQ in predicting success in life. This paper explores the...
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...Insight paper Does your employer brand inspire top talent? Jumping on the employer branding bandwagon A strong brand can be a company’s most valuable asset, increasing customer loyalty or acting as a differentiator in a crowded market place. An employer brand can be used for similar effects, lowering turnover due to higher employee loyalty and helping employers stick out in the increasingly competitive job market. Despite the hype about employer branding, most companies still have difficulty in conceiving a serious and ‘thoughtthrough’ approach to the topic. To understand why an employer brand cannot be simply assembled out of a ‘how-to’ guide, let’s have a look at the definition of employer branding. There are dozens of definitions about employer branding flying around in the HR industry and most are perfectly usable. However, we will stick to the CIPD’s definition (Chartered Institute of Personnel and Development, 2008)1: An employer brand is a set of attributes and qualities – often intangible – that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform to their best in its culture. Chartered Institute of Personnel and Development In the above definition there is one important word: ‘intangible’. Employer branding is indeed a complex mix between your organisational identity and culture and its members (Tikoo, 2004)2, which is probably the reason why so many...
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...For Ms. Laura Alderson, Instructor of Management University of Memphis By Trent Turner April 3, 2016 Personal Branding According to Laura Lake, a marketing expert, the definition of personal branding is the process of developing a “mark” that is created around your personal name or your career (Lake, 2014). Building up a personal brand is not something that takes a few days or weeks to build, it is something that can take up to a lifetime to achieve. There are a lot of people in this world today that are without a personal brand or something that sets them apart from the rest of their peers. This is not because they’re too lazy or unnoticed to make one for them self; it is due to the fact that it takes time to build something out of yourself for other people to recognize. If you take a look at Stephen Curry, he is an example to all of someone who made a personal brand out of himself. Coming from a small college, Davidson, no one thought that he would make out to be the player that he is today. In saying that, if you beyond the type of basketball player that he is, he is also a person that has made a statement of the type of person off the court he is. If you didn’t know, Stephen Curry writes his favorite Bible verse on all of his shoes, which happens to be Philippians 4:13, and when he asked Nike to stitch this on his shoes, they told him no. At this time, Nike accounted for 95.5 percent of the basketball sneaker market in 2014, according to The Washington...
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...BRANDING STRATEGIES SEMINAR PAPER PRESENTED TO SPP SPTM, NMIMS In Partial Fulfillment of the Requirement for the Degree BPharm + MBA (PharmaTech) Presented by POOJA KAPADIA A017 YEAR: 2011-2016 TABLE OF CONTENT SR. NO. | PARTICULARS | Pg NO. | 1. | ACKNOWLEGMENT | 2 | 2. | ABSTRACT | 3 | 3. | INTRODUCTION TO BRANDING STRATEGY | 4 | 4. | PRODUCT BRAND STRATEGY | 6 | 5. | MARKERS MARK BRAND STRATEGY | 9 | 6. | ENDORSING BRAND STRATEGY | 9 | 7. | UMBRELLA BRAND STRATEGY | 10 | 8. | SOURCE BRAND STRATEGY | 12 | 9. | CASE STUDY | 13 | 10. | CONCLUSION | 18 | 11. | REFERENCE | 19 | ACKNOWLEDGEMENT The success and final outcome of this project required a lot of guidance and assistance from many people and I am extremely fortunate to have got this all along the completion of my seminar paper. ABSTRACT Branding is an integral part of business for building process. Large corporations spend millions of dollars building their brands. Brands have become the most valuable asset for any enterprise, essential zing the knowledge, the art, the science, and the work for each person in each work day, making them the symbol of much that has a good, true and beautiful global economy. Brands began to enter beyond the corporate world. The impact of branding in the business building process of FMCG companies in India. It was witnessed two decades back. The Indian FMCG sector is the fourth largest sector in the economy with an estimated...
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...choose to review Apple Inc’s marketing situation after recently becoming an Apple user. The entire company and cult like following fascinates me, and in my opinion, Apple has one of the most successful marketing strategies out there. Perhaps the most successful component of their marketing situation is their branding strategy. The Apple brand is not just about customer loyalty, there is a real sense of community among users of its main product lines. Apple’s branding strategy focuses on emotions. “The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people's lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers” (Marketing Minds). For several years Apple's product strategy involved creating innovative products and services aligned with a digital hub strategy, where Apple Macintosh computer products function as the digital hub for digital devices, including the Apple iPod, personal digital assistants, cellular phones, digital video and still cameras, and other electronic devices. More recently, the full impact of a very well throughout brand strategy has come into focus - and one in which customer experience is central. Apple has price-premiums and is able to be sustainable in many...
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...[pic] An essay on Shaping New Realities: “Employer Branding- what the next generation/potential employees want from an organization” The term ‘employer brand’ is defined by Simon Barrow and Tim Ambler as the “package of functional, economic and psychological benefits provided by employment, and identified with the employing company.” Branding is what marketers practice to increase the sales of their products or services. Employer branding, on the other hand, as the name itself suggests, is the branding of the organization as a desirable place to work. It is undertaken to attract the potential employees as well as to communicate to the existing employees the company’s image, fostering in them a sense of identity tied to that of the organization. Thus employer branding is the process of creating an identity and managing the company’s image in its role as an employer. The concept of employer branding, though lesser talked about is gaining currency. If we search for the words “employer branding” on Google it brings 371,000 search results. Though not part of the business parlance yet like “branding” which alone, delivers over 1.6 billion search results, or “Corporate branding”, which produces around 6 million hits, the concept of employer branding is catching up given the “war for talent” in this world. Analogous to the PROMOTIONAL MIX for products and services of companies is the EMPLOYER BRAND MIX that includes external reputation, internal communication, senior leadership...
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...M2: Compare the branding and promotion of the two retailers. You must show evidence of individual research Apple is one of the world’s biggest known businesses that sells electrical products. Apple has a lot of promotion techniques such as advertising, sales promotion, personal selling and promotional activities. Apple provides a range of their products on display in their stores for their customers to use, they do this to inform there potential and current customers about the products that they have to offer. They also use this technique to persuade their customers to purchase their products. However the company uses two main primary methods of promotional methods towards their customers. Apple uses advertising as one of their promotional method. Apple has investigated a lot of their money to advertise their products which can be found on the internet, media and on the TV as well as in magazines. In 2008 apple produced a large range of TV advertisements in order to bring more customers to their stores. Apple uses advertisement as they're proven to be the best way to get sales and to increase their profit as well as keep customers coming into their stores. Another promotional method that Apple uses is personal selling. Apples employees range from older staff to younger staff as well as having knowledgeable sales representatives who have been trained in customer service and product information. Due to Apple releasing new products frequently and offering upgrades, it is important...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/0959-0552.htm The Body Shop and the role of design in retail branding Tony Kent and Dominic Stone The School of Creative Enterprise, London College of Communication, University of the Arts London, London, UK Abstract Purpose – To demonstrate how a company’s retail store design relates to its brand and is influenced by, and contributes to, its corporate values. Design/methodology/approach – The case study briefly summarises the significance of corporate values, branding and design in the retail industry, and subsequently explores The Body Shop’s application of these elements to its business. The case study is contextualised by The Body Shop’s retail environment forming a particularly important communication channel for the company. Findings – The Body Shop has in many ways been the victim of its own success. Being a unique proposition, and having effectively created its own retail category, it has appeared slow to evolve its brand identity. The strong association between the company and its campaigning founder, increasing competition and changing consumer attitudes, have been significant factors in the company’s struggle to re-align and update its brand. Research limitations/implications – The case study largely draws on secondary sources. However, it is informed by one of the authors’ experience and knowledge of The Body Shop’s design process, which has previously remained unpublished...
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...TermPaperWarehouse.com - Free Term Papers, Essays and Research Documents The Research Paper Factory Join Search Browse Saved Papers Home Page » Other Topics Porter's Five Forces of Computer Industry In: Other Topics Porter's Five Forces of Computer Industry B. Industry Analysis (Porter’s Five Forces) 1. Rivalry Among Competitors The competition in personal computer industry is very intense and fierce. The five main manufacturers namely IBM, Dell, Apple, HP and Compaq are in competition to produce the least expensive and most efficient machine. Apple focuses more on innovation while Dell focuses on distribution channel and services, which create differentiation to some extent. Price competition has become severe in the industry as PC has become a more commodity-like product. This in turn has drives the industry to embrace any cost-cutting measures in an effort to increase their decreasing profit margin. Since the quality of a personal computer is largely determined by the microprocessor and application system installed, the profitability and prosperity of the industry is dependent of the profitability and prosperity of these suppliers. 2. Potential New Entrants The threats from new entrants to the personal computer industry is weak to moderate due to the presence of dominant players deters the entry of new players to immediately enter the market and establish their own brand. In such a competitive market, these companies have invested...
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