B R A N D P L A N N I N G 1 < CONTENTS PAGE CONTENTS INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Chapter 1 BRAND POSITIONING MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Chapter 2 BRAND RESONANCE MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Chapter 3 BRAND VALUE CHAIN MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 CONCLUSION . . . . . . . . . . . .
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PART II INSTRUCTOR’S NOTES ON TEXT CASES CASE GUIDE CHAPTER CASE | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 1–1 Starbucks – Going Global Fast | X | X | | X | X | | | | | | X | X | | | | | | | | 1–2 Nestlé – The Infant Formula Incident | | X | X | X | X | | | X | | | X | X | | | | | | | | 1–3 Coke and Pepsi Learn to Compete in India | | | | X | X | X | | |
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a product or service provided that you did not directly lie about it even though it is unethical to make them believe that what you are offering is not what you represented it to be. It is perfectly legal to operate multi-level marketing and pyramid-type operations even though it is unethical to promise people that they will make $40,000 a week. It is perfectly legal to initiate a hostile takeover on a small business yet it is unethical to forcibly acquire what someone had worked so hard
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.........7 2 TIMBERLAND AND CSR 7 2.1 Brief history of Timberland 8 2.2 The path towards CSR at Timberland: “Commerce and Justice” 8 2.3 CSR at Timberland today: the 4 Pillars 9 2.4 Timberland CSR practices: two cases in evidence 10 Case 1: Timberland entering India 10 Case 2: Timberland in China and Vietnam 11 3 TIMBERLAND’S INTERNATIONALIZATION STRATEGY 11 3.1 Timberland’s internationalization process: an overview 11 3.2 Historical context fostering or hampering Timberland’s internationalization
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Coca-Cola in India Coca-Cola is a brand name known throughout the entire world. It covers 60 percent of the $1.6 billion soft drink market. In 2006–2007, Coca-Cola faced some difficult challenges in the region of Kerala, India. The company was accused of using water that contained pesticides in its bottling plants in Kerala. An environmental group, the Center for Science and Environment (CSE), found 57 bottles of Coke and Pepsi products from 12 Indian states that contained unsafe levels of
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BPPS/2014/IC/0012 Project Name: Scaling Inclusive Business Models leveraging a partnership ecosystem at the nexus of poverty and environment 1st phase Report Developing an inclusive and green eco-system framework 2nd phase Report Initial case studies and eco-system in the Philippines 3rd phase Report Final Draft Authors Markus Dietrich, Director, ASEI Sahba Sobhani - Programme Advisor Private Sector BPPS, UNDP ASEI Project Team: Mary Grace Santos, Lead Consultant Lorenzo Cordova
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Evaluating Issues and Insights on Leadership Rapid and significant changes in the world today have greatly impacted organisational development in many ways. The accelerating pace of evolution, especially in the field of technology, creates fundamental shifts and gaps in business operations. To address this pressing issue, organisations have to move forward in tandem with the pace of change in globalisation. Organisations go through various cycles in its quest for development. Hence, organisational
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CHAPTER 1 1.0 INTRODUCTION The concept of micro finance is not new in the world, sub-Sahara Africa and in Kenya. Savings and credit groups have operated for centuries all over the world. They include the Chit Funds of India, Tandas in Mexico, and Arisan in Indonesia. In Africa such groups consist the “Susu” of Ghana, BOSCA of Botswana, ADESSI of Burkina Faso, ACCORD of Uganda, Zusa of Zambia among others. In Kenya on the other hand Micro Finance Institutions (MFIs) include Faulu Kenya
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House of Tata – Acquiring a Global Footprint Group 1 Bhuvan Bajaj Karan Bahl Raki Jain Trivikram Apte Vinayak Pareek Yan Yan Huang House of Tata – Acquiring a Global Footprint Executive Summary What and how did TATA emerge as a Multi Brand? Founded in 1868 by Jamshetji N. Tata as a trading firm Textiles in 1874 India’s first luxury hotel in 1903 First private steel company in 1907 First airline in 1932 First software firm in 1968 Liberalization of the Indian Economy and the changes that it
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Impact of Poor Nutrition on the Academic Performance of Grade Seven learners: A Case of Zimbabwe Kudzai Chinyoka Great Zimbabwe University Department of Educational Foundations Email: chinyokak@gmail.com Doi:10.5296/ijld.v4i3.6169 URL: http://dx.doi.org/10.5296/ijld.v4i3.6169 Abstract This paper examined the impact of poor nutrition on the academic performance of grade seven learners at two primary schools in Chivi, Zimbabwe. Its main objective is to identify mitigation policies
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