typology of the alternative corporate identity structures that may be assumed in the context of a brand merger by drawing on a literature review and secondary data, as well as an exploratory study analyzing consumers’ preferences regarding alternative branding strategies. Findings – The results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that logos may be as important as the company name in a merger situation, in terms of assuring consumers that there remains
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Industrial Marketing Management 43 (2014) 67–76 Contents lists available at ScienceDirect Industrial Marketing Management The establishment of industrial branding through dyadic logistics partnership success (LPS): The case of the Malaysian automotive and logistics industry Nor Aida Abdul Rahman a,⁎, T.C. Melewar b,1, Amir M. Sharif c a b c Universiti Kuala Lumpur, Malaysian Institute of Aviation Technology (UniKL MIAT), Lot 2891, Jalan Jenderam Hulu, 43800 Dengkil, Selangor, Malaysia
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be the third largest brewer in Europe and expanded its branding reach globally. The company’s portfolio includes 170 international premium, regional, local and specialty beers to date and is considered one of the world’s great brewers. These premier brands are available in just about every country globally as well as being recognized as an international premium beer brand (Euromonitor International, 2012). In its branding expansion efforts, the company offers international premium
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20 Things Financial Institutions Should Do (But Don’t) Here are 20 priorities for retail financial institutions. This is what some are doing, but most others can’t, don’t or won’t. To some this might seem like a list of “duhs” — things that seem obvious, but nonetheless go ignored or unaddressed. What would you add to the list of marketing opportunities and low-hanging fruit for financial institutions? 1. Differentiate Any financial institution that looks like, acts like, or sounds like other
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Strategic Analysis of Nestlé and its Competitor Kraft Foods Course: International Business Strategy (IB BA) Professor Lewis University of Applied Sciences Dresden Project Members: Katerina Schneiderova Sandra Merkel Nicole Klötzer Carolin Wiese Samuel Weimer Nicole Schröder Date: 11th June 2010 Executive Summary In the following, two companies and their strategic positions within the coffee consumer goods industry will be described. The focus lies on Nestlé and its
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------------------------------------------------- Principles of Marketing Sec- c Group name: “Blue” Multiple choice questions: From chapter 9 1. A firm can obtain new product through_______. a) Acquisition and New-product development. 2. The course of product sales and profit over its lifetime is____. a) Product life cycle (PLC) 3. Options to marketing while decline stage: a) Maintain the product. b) Harvest the product. c) Drop the product. d) All of
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University of International Business & Economics School of Business MBA Fall Course MARKETING MANAGEMENT Syllabus 营销管理教学大纲 授课时间 2011年9月-2012年1月 教 师 熊 伟 学 生 Full-time MBA 2011 E-mail 发布课件 mkt_mba_full@126.com 提交作业 mkt_mba_xw@126.com Tel 10-64494372 1. Outline and Objectives Marketing Management is a core subject in the business program, and it has been designed for those students
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MARKETING MANAGEMENT ASSIGNMENT Product a breakdown of the principles and processes involved in formulating a marketing strategy including those of market research. MBA ID: Word Count: 1901 A marketing strategy is composed of several interrelated elements. According the definition of marketing strategy by Study Market (2011), it outlines the manner in which the marketing mix is used to attract and satisfy the target market(s) and accomplish organization's objectives. This is quite
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Branding Plan MKT/421 Branding Plan The Elevator Pitch Hi my name is _________ with the many financial programs my organization offers, I help consumers like you with their needs when it comes to the purchase or lease of a new vehicle, ensuring it meets the budget and requirements of all involved. Perhaps you and I can get together to discuss who we can help in their quest in purchasing a new vehicle. According to Elevator Speeches (2008), an idea of a service, product, or project is
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FORM B: COURSE PLAN |Course Code & Course Title: ABDT3243 Services Marketing |Programme(s): 2DMK, 2drm | | | | |Semester:
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