Administration, Tamkang University, New Taipei City, Taiwan, Republic of China, and Megha Jain Department of International Tourism Management, Tamkang University, Jiaosi Township, Taiwan, Republic of China Abstract Purpose – The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming strategies include direct and indirect naming, while categorical
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The Strategic Situation of the Harley Davidson Harley Davidson is a 105 year-old company that was originally established by neighbours Arthur Davidson and William Harley; it is obvious that the name of the company was derived from the name of the two founders. Harley Davidson is into the industry of motorcycle. The growth of the said industry started from different developed countries such as the United States, France, Germany, Spain, France as well as the Great Britain. It was further developed
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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
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23 - FEBRUARY, 2015 BRANDING FOR THRASH METAL BAND MAHESH NADKARNI BRANDING FOR THRASH METAL BAND 1 ABSTRACT The given case paper talks about a young man called Billy who has immense passion for music. He has always been different from others in one way or the other. His immense love for music and a possessed wealth for creativity have established him as a founder and lead guitarist of an upcoming metal band, playing a specific type of music called the Thrash Metal. In a small
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(Year 2013-2014) THIS CASE STUDY COUNTS 50% TOWARDS YOUR GRADE FOR THIS MODULE. Based on the attached case, “Organizational and National Cultures in a Polish-U.S. Joint Venture”, write an analytical paper that addresses the following questions (2000 Words). Note: The format of the paper is to be as follows: Typed, double-spaced, Times New Roman font (size 12), One-inch margins on all sides. Appropriate referencing is expected. Use headers for each of the subjects being covered, followed
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themes which are constantly mentioned in the literature. These themes are: Determinants of Celebrity endorsement, reasons for increased usage of celebrity endorsements, advantages and disadvantages of this approach as a brand building strategy. The paper will primarily focus on endorsements as a brand building strategy even though the literature presents these themes in a variety of context. 2. Determinants of Celebrity Endorsement A celebrity endorser is “an individual who enjoys public
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October 12, 2013 PLANT TOUR 2013 (Villar Foundation, Hino, and Gardenia) I. INTRODUCTION Plant tour is define as a visit to a place (such as museum, warehouses, factory, etc.) that is made by the school or professors for their students to learn about something. Plant visit allows students to build a better understanding of a site’s or plant’s performance potential; to assess a competitor, to communicate the company’s performance, strategy, and current challenges. Even people who know that plant
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and staffing initiatives practically with the Marketing and Sales areas. To accomplish the organizational initiatives, management has decided that a formal training and mentoring program needs to be implemented at InterClean, Inc that will support the acquisition and address the training needs of its growing employee base. The Human Resources department has been tasked with creating the new enhanced training system based and mentoring program. This paper will discuss the development of the training
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a. From its low price form to its organization culture to the do it yourself approach complete with paper, measuring tapes and pencils offered in-store plus its strong brand image expressive of high value, trendy, low price , current and trendy furniture, the added services it offers daycare, diners, carracks, design advisers, and its strong effort on viability from produce design to removal IKEA is well able to suffice itself of recent market chances the weak state of the United States
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identifying and involving innovative users Jonas Matthing, Per Kristensson and Anders Gustafsson Service Research Center, Karlstad University, Karlstad, Sweden, and A. Parasuraman Department of Marketing, University of Miami, Coral Gables, Florida, USA Abstract Purpose – The aim of this paper is to explore the identification of innovative customers and the effectiveness of employing such customers to generate new service ideas in a technology-based service setting. Design/methodology/approach
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