STUDENT NUMBER: 1008267 MODULE TITLE: Marketing Communications MODULE LEADER: Chris Wollaston ASSIGNMENT NUMBER: 1 THE ROLE OF BRANDING IN THE MARKETING COMMUNICATIONS MIX There are many interpretations of marketing communications. (Chris Fill 2009)’s visual approach of marketing communications is that of using communication so as to make the consumers to be aware and also persuade them to buy the goods and services, thereby saying that marketing communications is a management process
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LEHMAN TRIKES: A STORY WITHIN A STORY Donald C. Looney, Black Hills State University CASE DESCRIPTION The primary subject matter of this case is strategic alliances. Secondary issues include business strategy, entrepreneurship and marketing. The case explores the dynamics of an alliance between Harley-Davidson and a small, entrepreneurial, niche market company, Lehman Trikes. CASE SYNOPSIS As the world was in the midst of a crippling recession, on July
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Harley-Davidson: Strategic Profile and Case Analysis Della Shelly, Melie Solomon, Jim Tunison Misericordia University Table of Contents Section I: Introduction3 Section II: Company History3 Section IIa: The Road to Decline4 Section IIb: The Turnaround5 Section III: Porter’s 5 Forces6 Section IV: SWOT Analysis7 Section V: Looking Forward11 Section VI: Future Strategic Actions 12 Section VII: Achieving Continued Success 12 Section VII: Conclusion14 Section VII: Sources 15 -------------------------------------------------
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B randing and brand-based differentiation are powerful means for creating and sustaining competitive advantage. Prior research has examined differences in how consumers perceive and evaluate brands, for example, through investigating brand equity (Keller 1993; McQueen, Foley, and Deighton 1993), brand personality (Aaker 1997; Plummer 1985) and brand extensions (Aaker and Keller 1990; Nakamoto, MacInnis, and Jung 1993). More recently, researchers have noted that consumers differ not only in
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its brand is more than a brand; it is an iconic image with an accompanying lifestyle and culture. Second, Harley differentiates itself from the Japanese by offering support to various enthusiasts and social groups. For example, the Harley-Davidson Owners Group (HOG), which has worldwide membership in excess of 900,000, helps cultivate a hard-core loyal customer base. Essentially, by owning a Harley you become a member of a special community of people who all share an interest in one product. Third
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Topic: CONSUMERS’ PERCEPTION ON PRODUCT QUALITY AND BRAND DILUTION ON VARIOUS SEGMENTS OF TOBACCO INDUSTRY IN BANGLADESH - AN EMPIRICAL STUDY TO IDENTIFY THE SCOPE OF IMPROVEMENT FOR BATB Abstract: Now a day’s quality of the products is the primary concern for the customers. Customers value their money and always prefer the quality product. Tobacco industry is a potential industry and its growth is also related with national GDP. About one percent of our GDP is used in consumption of tobacco
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PROJECT WORK ON ( In partial fulfillment of MBA Degree ) Submitted To : Mr. Sanjeev Kumar Submitted By : Dalbir Singh Jaskeerat Singh MBA –II Sec-A ACKNOWLEDGEMENT We are very thankful to our Project guide Mr. Sanjeev Kumar faculty member (lecturer)RIMT-IMCT, for his valuable guidance, deep-rooted interest, inspiration and continuous encouragement through out the period of project. We also thank the respondents for their cooperation and spending precious time in responding to
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AN OVERVIEW ON BRANDING – IMAGE BUILDING BY BRISHTI PANNA M.F.TECH. MANAGEMENT PREFACE This Minor Project is basically to introduce myself to the basic concept of “Image –Building” in branding. I took this topic for my minor project as I am keenly interested to the field of branding. I was fascinated with the fact that how pure business is so related with human psychology and its application. I have chosen concept of Image Building and I have tried to cover
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threatens “the destruction of the fabric of American industry” (Williams 1984). In a similar vein, twelve U.S. senators signed a letter in support of Federal Reserve restrictions on junk bond-financed takeovers, that stated, “By substituting debt for equity on the balance sheets of the nation’s corporations, junk bond financing drains financial resources from productive uses such as economic developmknt and job creation” (Wynter 1985). Robert A. Taggart, Jr., is a professor o finance in the School of
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------------------------------------------------- Can Flipkart Deliver? From a start-up with an investment of just four lakhs rupees, Flipkart has grown into a $100 million-revenue online retail giant in just five years. “It came to me as a Christmas gift from my Secret Santa, and it was all about choice, convenience and a new relationship,” is how Naveed Ansari, a 26-year-old Project Executive from Mumbai, recounts his first experience with Flipkart. A typical professional from a metro, he's
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