...INTRODUCTION The reason how McDonalds Restaurant became a well-established brand around the world began with the series of strategies they used throughout the years in building its success. From the beginning there was only a local food stand more like the food trucks on the streets now to becoming the multi-billion corporation with over a billion employees. The way McDonalds is able to penetrate through different markets around the world is very amazing because they may be the only fast food brand that could be found around the world with the possibility of finding one just at a corner near you. The brand is well known around the world yet they may only know the name and that it is a fast food restaurant. Yet different countries or cities may have discrepancies in menu engineering where the company accommodates to the food preferences of the people or the culture of the regions. As many may know, operating a hospitality establishment requires much effort to maintain and operate while the failure rate of restaurants are statistically calculated to be quite high. As discussed by the “RestaurantOwners” website, “Within a 90 percent confidence interval, CRG found that the first year failure rate for startups averaged 23 percent over four years in that market. Based on the study, you could say that there is a one in four chance a new startup will fail.” Nonetheless all company may have there ups and downs while the McDonalds Restaurants brand reign in the fast food market for...
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...What’s in a name? Branding: what it means to you and your customer t is quite ironic that the words ‘‘brand’’ and ‘‘branding’’ have become so widely used in the business arena over the past few decades yet so many people fail to agree on what they mean. To illustrate the point, David Haigh and Jonathan Knowles, both executives in branding, offer three of the definitions in currency: I 1. ‘‘A logo and associated visual elements.’’ This, the most focused of the definitions, sees a brand as simply the trade names, trade symbols and trademarks that a company creates and legally protects as a way of differentiating itself from its competitors within the marketplace. A logo becomes a brand when it becomes associated with positive values through the extensive provision of good products and good services. 2. ‘‘A larger bundle of trademark and associated intellectual property rights.’’ Beyond the visual elements of branding, this definition includes intangible marketing tools such as domain names, packaging, written copy, advertising and product design rights – all of which can be registered and legally protected. Further than this, though, the term ‘‘property rights’’ often also takes into account those other assets that are required to deliver the promises of the brand. These may be specific knowledge and expertise, perhaps in the form of research, data, or software, or processes such as business models, supply chain figurations and manufacturing techniques. Intangible...
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...[pic] Going global, acting local - communicating global brands to global markets. Student Id : W12030873 Program : International Business management (Year 4) Course Code : IBM1BNN01A Module Code : MK0389 Word Count : 1997 Dead Line : 13/05/2013 Contents page Introduction 3 PART A: Promotion and Branding in Global World 3 Standardized and Localized Strategies 4 Case Study: Nike 5 Case Study: PizzaHut 5 Discussion 6 PART B: Future Environmental issue 6 Changing Social Trends 7 Case Study: Nike 7 Case Study: PizzaHut 8 Conclusion 8 Reference List 9 Introduction With the growing pace of globalization, companies’ marketing departments are faced with a substantial challenge of designing successful marketing strategies promoting their products and services (Keller, 2010). The ongoing academic debate has pointed out the tension between standardization and localization practices (e.g. Whatley, 2012). While the benefits frequently associated with the standardization practice revolve around the promotion of a single consistent message to the global market (Aaker, 1991), the localization paradigm emphasises the particular differences between individual markets and thereby the need to adapt marketing strategies to suit the needs of the local population (Gillespie, Jeanner & Hennessey, 2010). The aim of the presented paper is to critically...
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...analysis aims to examine the need of business-to-business companies for branding and analyzes the options for success by means of the stock performance. Design/methodology/approach – The paper consists of a qualitative and quantitative pilot study and a quantitative main survey. Findings – Long-term branding strategies, brand performance and firm’s business performance are found to be positively correlated with stock increase. Current brand focus and use of guiding principles can lead to improved business performance. Research limitations/implications – The study has possible location- and industry-specific limitations. Practical implications – Managerially, the findings encourage firms to adopt a long-term branding strategy, focusing not only on brand development. Originality/value – By systematically examining relationships between branding strategy and performance of the global firms, this study adds knowledge to the field of B2B brand research. Keywords Business-to-business marketing, Brand management, Marketing strategy, International marketing Paper type Conceptual paper An executive summary for managers and executive readers can be found at the end of this issue. Introduction When talking about brands most people think of Coca-Cola, Apple, Ikea, Starbucks, Nokia, and maybe Harley Davidson. These brands also happen to be among the most cited bestpractice examples in the area of business-to-consumer (B2C) branding[1]. For these companies their brand represents a...
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...Literature review 3 1.1 Global brands 3 1. 3 Brand Images & Country of origin (COO) effects 4 Figure 1: Model for developing strong brands based in Country of Origin image 6 1.4 Brand Names 7 2. Discussion 7 2.1 Existence of global brands 7 2.2 Cultural sensitivity & COO image perception 9 2.3 Brand name & national alphabet 9 Figure 2: Chinese naming analysis 10 Figure 3: Domestic brand names in Vietnamese market 11 III. Conclusion 12 IV. REFERENCES 13 I. Introduction Globalization concept is studied since 1870 (Lee et al, 2009); during the development of its concept, there are many debates around consequence of convergence process of the world. In last three decades, globalization is predicted as noticeable trend causing the homogeneity of consumption pattern in near future (Levitt, 1983 in Robson , 2005), whereas, in this days and age, homogeneity of customer needs, taste and lifestyles is indicated as an impossible phenomenon (De Mooij M., 2011). The debate of globalization versus localization leads to examining application of the maxim- “think global, act local” in different markets across the world. Failures of global brand in standardizing its name, brand image perception, causes the suspicion of existence of global brand. The aim of this study is to examine two dimensions of brand image perception of customer: country of origin effect and brand name. Afterward, my personal opinion of existence of global brand will be proved in discussion...
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...A Literature Review on Destination Branding: DUBAI Bygone are days when only the rich explored the realms and secrets the world has to offer; or days when expectations were simple. There was a time when people were dependent for a holiday on various other elements. Now, with one click on the internet, you can choose from the places within your budget, read hotel reviews and plan holiday as per your comfort. Globalization has resulted in options galore, be it entertainment, shopping or sightseeing, followed by global business expansion and revolutionizing of tourism sector. The world has transformed into a global village, it’s a crowded place where 250 countries are competing to woo holidaymakers of all kinds. In today’s rat race, it has become imperative for each nation to compete with other for their share of the world’s consumers, business, investment, attention, tourists and position. For each country, the cities play a significant role in international competition for funds, fame and talent. The prosperity of an entire economy is at stake, and how effectively the city manages to succeed or fall depends on how effectively it communicates and brands itself. The nations focus on marketing their cities as a distinctive place and communicate about the place with help of media resources. In today’s world cities are like companies; those with a strong brand image will attract more tourists and investors. Any factor that emphasizes on a country’s appeal is constructive...
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...Channel Strategy - CHAPTER 6 Integrating Marketing Communications to Build Brand Equity The New Media Environment - Overview of Marketing Communication Options - Developing Integrated Marketing Communication Programs CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity Conceptualising the Leveraging Process - Country of Origin and other Geographic Areas - Co-Branding - Licensing - Celebrity Endorsement – CHAPTER 8 Developing a Brand Equity Measurement and Management System The Brand Value Chain - Designing Brand Tracking Studies - Establishing a Brand Equity Management System – CHAPTER 9 Measuring Sources of Brand Equity: Capturing Customer Mindset Qualitative Research Techniques - Quantitative Research Techniques - Comprehensive Models for Customer-Based Brand Equity - CHAPTER10 Measuring Outcomes of Brand Equity: Capturing Market Performance Comparative Methods - Holistic Methods - CHAPTER 11 Designing and Implementing Branding Strategies Brand Architecture - Brand Hierarchy - Designing a Branding Strategy – Using Cause Marketing to Build Brand Equity CHAPTER 12 Introducing and Naming New Products and Brand Extensions New Products and Brand Extensions - Advantages of Brand Extensions -...
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...MEDIA EDUCATION FOUNDATION STUDY GUIDE NO LOGO BRANDS, GLOBALIZATION, RESISTANCE WRITTEN BY JEREMY EARP & DANIELLE DEVEREAUX Challenging media CONTENTS NO LOGO BRANDS, GLOBALIZATION, RESISTANCE NOTE TO TEACHERS.............................................................................................................................................................................pg. 03 THE MEDIA LITERACY CIRCLE OF EMPOWERMENT....................................................................................................................04 OVERVIEW.........................................................................................................................................................................................................05 PRE-VIEWING EXERCISES..........................................................................................................................................................................06 INTRODUCTION Key Points..........................................................................................................................................................................................................07 Questions for Discussion & Writing.....................................................................................................................................................07 NO SPACE: BRANDED WORLD Key Points......................................................................................
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...a successful telecoms brand Optimise your branding strategy to differentiate your services and keep your customers loyal Understand how re-branding can strengthen your position in today’s competitive and convergent telecoms environment Use convergence, content and new services to improve and strengthen your brand PRE-CONFERENCE WORKSHOP Monday 13th November Building and Maintaining A Successful Telecoms Brand Led by: Mybrand Consultants Simone Muet, Project Manager, NExT Transformation France Telecom Group Andre Schloemer, Vice President Brand Management, O2 Jonathan Bill, Head of Category Management, Content Services, Vodafone UK Morgan Holt, Director of Media Innovation, 3 Olivier Laury, Content Director, Multimedia Mobile i-Mode Division, Bouygues Telecom Daniel Probst, Head of Group Identity, Swisscom Eveline Knipping, Head of B2B Campaign Strategy & Evolution, BT Global Services Simon Stauber, Director, Brand Communication & Content Marketing, Orange Switzerland Jonathan Donovan, Head of Employee Relations, O2 Sofia Castro, Brand Strategy Manager, Optimus Thomas Wedl, Marketing Director, Tele.ring Karin Kollenz, Marketing Planning & Strategic Projects, T-Mobile Austria Hemant Sachdev, Director Marketing & Communication, Bharti Airtel Media Partners Register Today! Please call:+44 (0)20 7017 7483 Fax: +44 (0)20 7017 7825 Email: registrations@iir-telecoms.com Web: www.iir-conferences.com/branding Branding Strategies for Telecoms Operators Tuesday...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm The effect of corporate branding dimensions on consumers’ product evaluation A cross-cultural analysis Nizar Souiden ´ Faculty of Business Administration, Laval University, Quebec, Canada Corporate branding dimensions 825 Received October 2004 Revised September 2005 Accepted January 2006 Norizan M. Kassim Department of Management and Marketing, College of Business and Economics, University of Qatar, Doha, Qatar, and Heung-Ja Hong Faculty of Sociology, Kansai University, Osaka, Japan Abstract Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers’ product evaluation. Design/methodology/approach – Building on extensive literature, a model of consumers’ product evaluation that includes the major determinants of corporate branding is proposed. Based on a sample of 218 Japanese and American consumers, structural equation modeling and general linear model analyses are used to test hypotheses. Findings – The research reveals that Japanese and American consumers have different perceptions with respect to the effect of corporate image and corporate loyalty. The corporate name was found to have a significant impact on corporate image and corporate reputation was found...
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...EXECUTIVE SUMMARY The following report provides an overview of what encompasses a brand, two theories that can be applied in the assessing the effectiveness of a brand, and the application of these two theories in the critical analysis of a branded event with examples given. The aim is to recognize the significance and great importance placed on branding, in relevance to its effects on the creation of value for consumers, and the success of the associated business. Management and careful monitoring of the application of a brand and the responses it generates from consumers is applied through brand management teams; it aids businesses in controlling the images and measures it conveys to consumers in order to create a positive brand image. Tangible products and services do not encompass brands alone; events also work effectively as a brand, through campaigns, fundraisers, and charitable events. The event through which the two theories of Co-branding and Commitment-Trust Theory are applied in this report is World AIDS Day, a globally renowned annual not-for-profit campaign that is driven by the sheer need for awareness and prevention of HIV. Brand strategies that the brand has employed include “Dance (RED) Save Lives”, musical album collaboration with well-known artists, and the World AIDS Day Australia campaign, whereby each individual state and territory conducts its own fundraising and HIV awareness raising events. Through these events, the brand have been able to successfully...
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...company. Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. Brand has continued to evolve to encompass identity. It affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you. Consumers may look on branding as an aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. There are some element of brand such as local brand, private brand, national brand, and also global brand. There are some types of brand which expose the difference stage of brand. Different stage of brand being use by marketers will give them a variety of strategy to get a prospects or customer. Now I will explain some type of brand which are local brand, private brand, national brand and global brand base from what I read on the article and other resources. LOCAL BRAND A brand that is sold and marketed distributed and promoted in a relatively small and restricted geographical area. A local brand is a brand that can be found in only one country or...
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...OVERVIEW OF AN FMCG SECTOR Fast moving consumer goods (FMCG) companies are among the most visible across the world. Who has not heard of Nestle or Unilever or of Dabur or Parle? The FMCG companies may go global, with operations around the world or may operate only in India. They have one common feature and that is ownership of powerful brands. Fast Moving Consumer Goods (FMCG), are products that are sold quickly at relatively low cost. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, light bulbs, batteries, paper products and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often categorized separately. FMCG products contrast with durable goods or major appliances such as kitchen appliances, which are generally replaced less than once a year. In Britain, "white goods" in FMCG refers to large household electronic items such as refrigerators. Smaller items such as TV sets and stereo systems are sometimes termed "brown goods". Some of the best known examples of Fast Moving Consumer Goods companies include Colgate-Palmolive, General Mills, H. J. Heinz...
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...The global market for luxury brands has experienced a dramatic growth over the last three decades, and the current demand for luxury brand products has grown enormously. Wiedmann, Hennigs and Siebels(2009, p. 627) stated that a luxury good: “brings esteem for its owner and enables consumers to satisfy psychological and functional needs”. This essay will argue that marketing theories: brand theories and the ‘four-P framework’ ( product, pricing, place and promotion) are applied to bring superior value to luxury brands. It will also identify the tangible and intangible resources that are utilized to add superior value to luxury brands, in comparison to low-priced products. An illustration will also be given regarding luxury and basic cosmetic branding. Finally, it will be argued that it is not ethical to charge high prices for products. Nowadays the consumption of luxury products has become so vital to the global economy and the high profile of luxury goods has built widespread awareness of brands in customers’ perception. It is claimed that a luxury brand is one that is selective and exclusive, and which has an additional creative and emotional value for the customer (Chevalier and Mazzalovo, 2008). Even if some consumers cannot afford to buy luxury brands, they are familiar with the name or symbol of some famous brands that are classified as luxuries. A brand name helps differentiate its products from others and makes it distinct from those of other sellers. Brand equity...
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...Global Consumer Products (GCP) Company wanted to hire a Brand Manager for their newly developed Baby Soap. This was an urgent need for them, so the company had advertised on a week day English News paper. But, some of the salient features were missed out in their advertisement. Only a few candidates were attracted by their advertisement. According to that the company struggled to fit the suitable guy in that position. Marketing manager and the HR manager had shortlisted the CV s and called only 3 candidates for first interview. Two candidates were selected for final interview in rush manner. Final interview wasn’t conducted in the fixed date and it was postponed because of Marketing Director and his team wanted to attend for an Exhibition. Final interview was carried out 5 days after the exhibition by CEO and Marketing Director and Mr. Anton was selected as the new Brand Manager. Mr. Anton was asked to join to the company as soon as possible. He was joined as following week and he wasn’t familiarized with the systems and the process of the company and he immediately got involved the works at very 1st days. When he was asked to prepare branding strategy he had no idea about it. Although he prepared the branding strategy it was substandard. Finally he had known the actual role as the brand manager and found himself as not competent enough for the duties entrusted to him. At sometimes he was listening to his subordinates in terms of technical areas of the job. Thereby the market...
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