...4. Sustainable Architecture as Branding 4.1. Chen, H. Y. (2006). Research into the marketing promotion of sustainable architecture. (Order No. H129400, Beijing University of Aeronautics and Astronautics (People's Republic of China)). PQDT – Asia This thesis analyzes the marketability of the sustainable development from both the side of government and the side of ventures in current situation of China. It researches marketing in architecture industry as well as legal codes, national policies and the impacts of technology, social culture and environment. It claims that ventures are in the center of economy, alongside they must be focused in sustainable architecture market too. It also contains a case study, comparing the investment and incomes...
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...insight on how to increase profitability and sustainability of brands. Q.2 Nick Wreden is Managing Director of FusionBrand, a consulting firm that specializes in customer loyalty and metrics-based branding. He has over 20 years’ experience of branding products for Fortune 500 and other companies, including IBM, Cisco and Hitachi. He has written one more book named “FusionBranding: How to Forge Your Brand for the Future”. Nick wreden has given more than 200 seminars on different aspects of branding Q.3 The concepts presented in the book havedefinitely originated from the authors mind and give a great perspective to brand managers on how theyshould focus on retention branding rather than acquisition branding to have greater profitability and sustainability of brands. The author has been inspired by his beloved sister, Jeanne, who is also willing to write a book that challenges conventional stasis. Marcus Osborne and Pauline Goodwin were also his inspirations[xiii] Q.4 Yes, it shows why it is important for brands to have profitability more than market share because what good is a greater market share if it doesn’t generate good profitability and it really changes the perception on why brand managers should work on retention branding rather than acquisition branding.[26] The book tells how the sustainability of a brand derives from the ability to leverage customerknowledge to do business on customer terms[194] ‘I know what branding is all about and how important it is. But...
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...2 / Which branding approach would you recommend to Mr Durin? There are several branding approaches: individual product branding, family branding, co-branding, private or store branding, no-name or generic branding, brand licensing. First of all, individual product branding doesn’t fit because it means that the product has its own brand that differs from other brands of the company. This approach requires a lot of marketing efforts. Family branding supposes placing new products under the umbrella of an existing brand. We can’t choose this approach either because the company has no long history, it was created in 2005. Then co-branding is not a good option for the same reason. As the company Al Marsa hasn’t been existing for a long time it can’t opt for partnership with another firm that has an established brand and then the synergy of two brands and which seems to be more powerful. We can’t suggest choosing no-name or generic branding either as this is a good option when consumers or business consumers purchase basic commodity-type products as low price alternatives to branded products. Brand licensing doesn’t fit as it means that the company owing the brand name allows others to produce and supply products carrying the brand name. As the company in question is engaged in B to B business and isn’t still well-known by the end-consumers, and as it has strong positions thanks to the high demand from the business part, we suggest to M. Durin choosing private or store...
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...Gelder, S. v. (2005). The new imperatives for global branding: Strategy, Creativity and Leadership. Journal of Brand Management 12 (5): 395-404. “The new imperatives for global branding: Strategy, Creativity, Leadership” 1. Introduction “Faster, Higher, Stronger.”1 This old slogan is used when referring to the Olympic Games, but it is also an appropriate principle in modern times when globalization is mentioned. In our fast-moving society time is scarce and decisions are made within seconds, things must go quickly in order to save time. We scramble for wealth and pursue to overstep our limits. Discoveries and inventions have changed our view of the world and our way of living. What it comes down to is, the world has constantly changed over the last thousand years and is still changing. This change is omnipresent. Customs agreement, freedom of travel, monetary union and an intensified communication flow, these achievements play a part in contributing to the fact that national borders become indistinct. Everything is interconnected, especially in business. Consumers can choose between a variety of goods and services produced and provided by a nearly uncountable number of companies. Therefore competition is abundant and enterprises have to take up the challenge in order to be able to fight for their financial and economic survival. If you are not able to keep up, you will loose. How can companies cope with this challenge? When consumers compare products they favor...
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...as a whole into consideration (Mondy 33). CSR is evolving to include sustainability, which is defined as “meeting the needs of the present without compromising the ability of future generations to meet their own needs” (qtd. in Werbach 8). The two terms will be used interchangeably throughout this paper, to illustrate the overall concept of companies acting in a responsible way rather than only looking out for the best interest of their company and shareholders. CSR is going above and beyond current laws and industry standards, it’s about looking at what practices the organization can do to improve the lives of their employees and the community in addition to focusing on the bottom line. Often times when people talk about CSR or sustainability they are referring to protecting the environment or adopting green practices; although that is part of it, it goes far beyond just looking at ways to conserve the environment. In his book Talent, Transformation, and the Triple Bottom Line, Andrew Savitz explains that social and economic sustainability are just as important as environmental sustainability. More organizations are looking at the so-called Triple Bottom Line – “a set of yardsticks that measures a company’s environmental and social impact as well as its economic performance” (Savitz 29). It is important for organizations to adapt and promote CSR; it can help their reputation and boost their branding (product and employer) and promoting trust (Lockwood 2). These initiatives...
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...1155069733 The article mainly introduced the re-launch of the New MINI based on different geographical spheres. By a series of campaigns, CP+B has successfully built the brand of New MINI. The case analyzes the unique brand strategy and strategic marketing techniques of BMW Company. Q1 What is the brand strategy of New Mini? According to the article, four brand strategies are concluded as followed: (1) Brand repositioning: Before BMW bought the MINI, MINI was a traditional British auto brand positioned as “a fuel-efficient economical car capable of carrying four adults with their luggage in spirited fashion”. In order to avoid being fads and fashion, BMW repositioned MINI as a distinctive lasting new brand and maintained brand sustainability. Brand positioning consists of target customer and differentiation value. For target customers, BMW did not restrict MINI’s target customer to MINI...
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...are becoming more connected and in a world that is striving to improve one's conceptions in social responsibilities. Corporate governance had been a prime focus for many businesses; however, there is more interest for the integration of CSR elements in a company's mission and values, risk management and business strategy, and CSR performance reporting. (Strandberg 2008) CSR seeks to deliver economic, social and environmental considerations while managing sustainability in the short-term and long-term decision making of a corporation. In many corporations, the board of directors roles and responsibilities is to provide the overall direction and strategy for the business (Boland 2009). With the growing interest of CSR, it puts more speculation on the activities and decisions directors make for the organization's day to day operations which affects stakeholders, investors, employees and customers. This causes a conflict on the compensation of the directors or officers. A corporation that is too focused on maintaining sustainability through CSR will take away of the performance and objectives of the company. On the other end, corporations that do not participate in CSR or CSR is not an important aspect in their strategy will suffer poor perceptions from people internally and externally which can affect who wants to do business with them. Therefore, recognition of well managed CSR can significantly impact the corporation and can be represented as a driver for CSR governance (Wilson...
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...Sustainability and Impact of Entrepreneurship 1. What sustainability values will you adopt for your venture? According to Krueger (2005) entrepreneurs are those who seeking opportunities based on economic value only but also have to think about social and environmental dimensions. As the society mature, customers demand more than just the products or services, but the impact to the social and environmental. Krueger (2005) argue that consumers as we look as an organisation members channelled their intention to consume through their environment and this intention will be converted action. As an entrepreneur we can convert this environmental and social impact issue to opportunities. We like the idea of sustainable entrepreneurship can be seen as the process of sustaining a level of entrepreneurial development as to create a paradigm shift in economic activity such that national GDP, job growth, capital investment, technology advancement, and quality of life is unmatched, unsurpassed and unequalled. In my venture, sustainability values that I will adopt is social entrepreneur, as I try to match my value as philanthropist and giving back to the society is the image and branding of my ventures. As an entrepreneurship centre among the agenda is to train new and existing entrepreneur by using all knowledge that the expertise in this centre have. Our intention is to create knowledgeable entrepreneurs that have alertness on global issues. This is because traditional or conventional...
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...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 The Business School, Middlesex University London, The Burroughs, Hendon, London NW4 4BT, United Kingdom Brunel Business school, Brunel University, Uxbridge, Middlesex, UB8 3PH, United Kingdom a r t i c l e i n f o a b s t r a c t Logistics partnerships across dyadic and triadic relationship networks have been the basis of extensive research in the extant literature. It is well understood that competitive advantage within logistics and distribution and within supply chains are driven by value-adding aspects of not only the core competencies of each tier in the network, but also via tangential supporting factors. It is also well understood that there is a strong relationship between logistics and distribution and marketing functions, particularly in product-based organisations. In addition to deepening our understanding of how successful partnerships throughout the source– make–deliver continuum can be optimised, this research also seeks to identify how a supporting element in terms of industrial branding and marketing can lead to relational sustainability. Hence, this paper outlines the relationship...
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...field in a reputable company, where I can invest all my professional expertise and valuable experience to the optimum level, to facilitate mutual growth, for both, the organization and my career. Professional Experience: Jun. 2011 – Present Arab Bank PLC. - Public Relations Officer- Branding Division o o o o o o o o Achievements: Social Media (Facebook, Twitter): Increasing number of fans /followers on both Arab Bank and Shabab. Identify new awards opportunities for Sustainability and business line: Submitting around 3 to 5 award applications, and winning most prestigious awards on local and global levels. Preparing an internal newsletter: Create new channel to connect all employees in different countries. Submitting a daily media monitoring report: Providing full image of day to day news/updates mentioning or related to our business. Drafting Arabic press releases, editorials and announcements: Draft press releases and editorials that position Arab Bank as the leading bank in Jordan and the Middle East. Assisting the Marketing Manager in marketing activities and event management. Supporting the Branding and the Sustainability team in preparing the annual reports. Supporting the Branding team as needed. Amman-Jordan Company Website: http://www.arabbank.com/ July.2008 – May. 2011 Saraya Development Group (SDG) Amman - Jordan - Executive Assistant- Marketing and Communication Division (M&C) o o o o o o o o o Responsibilities: Preparing “The Daily News Monitoring”...
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...1. Introduction LEGO is a combination of the Danish words “leg” and “godt”, meaning “play well”. As their name and ideal, Lego has been beloved by the children as well as the parents for decades. Not only as plastic toy bricks, but also effective educational tools, the LEGO Company enjoyed continuous growth and broaden the global brand value. The LEGO brand moved to third place in 2002/2003 with only Coca-cola and Kellogg having greater respect among families with children. Even though as the overall toy market faces challenges, LEGO’s revenue and profits are increasing rapidly, especially since 2005. This profitability didn’t change even in the current recession in the global market. The LEGO Group achieved record-breaking profits in 2011 that secured the health of the company. Interestingly, not far from this climb, the LEGO Group had a deep retreat in the late 1990s and the beginning of the 2000s. Major strategic efforts such as theme parks, Clikits craft sets (marketed to girls), Galidor (an action figure) couldn’t respond to management teams’ goal, and brought failure. As a result the LEGO group created bad financial results: their profit margin was -2.5 and Return on equity was -3.5 in 1998. What intrigues me, as one of thousands of enthusiastic users of its products, is a simple curiosity about what kind of sustainable efforts could enable the LEGO to survive from the turbulent recession and gain even better market share. In order to observe the effective management...
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...backing, Prince has assured itself through social networking and sponsorship of young talented athletes is a way to snare young and upcoming players, pro or not. But, this very same issue can be seen as a down fall as well, to either the competitor or Prince. If Prince misses one or two up and coming players, no harm; but potentially missing out on millions in sales would devastate a younger company, a younger company must be spot on in their choices. Every match, win or lose, the player is getting recognition from the media, never a down side to branding unless the athlete does not become the star once thought possible; get them while they are young and you will create a devoted consumer (fan). In my opinion, Prince failed to protect itself when they entered into the arena of hosting minor events. I feel this is their biggest mistake. By doing so the competition should be able to see that doing the very same thing and co-branding with accessorizing services and or products can create a dent in the growth Prince would have seen from their own venues. Reason being, Prince is only one company while there are millions of up and coming stars that are looking for the backing of a corporate sponsor that stands behind its product’s with stellar customer service...
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...Organizational Strengths and Weaknesses Strengths Branding and company reputation * This gives the company an opportunity to come up with a name and logo that no one can duplicate. By doing this the company is putting their name and reputation on line letting everyone know that they’re here to stay for the long haul. The company has should expectations that no other company can even compare to them, but they can try to. The name is known in some many countries that it’s unbelievable. “Apple enjoys a favorable competitive environment provided by the user. It enables them by offering all associated devices. In this era, it’s a huge competitive advantage. Apple’s sustainable in the market share stems from the facts that it was able to successfully connect its devices with each other and one generation of devices with the next” (. As you know Apple is an innovated company with a huge reputation and their branding is well known throughout the world. People are drawn to these brands because they are selling their own ideas and they are selling the most powerful ideas that we have out their right now in our culture such as trends in the community. Branding is what gets you notice in today’s society and Apple as a logo that everyone knows and it can’t be duplicated. That’s why this company by far has the best reputation right now, to a lot of people. There are some people that can’t use any other products then apple, I guess it’s because of the speed and other stuff. Their advertising...
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...Question( 1:( Evaluate( NASCAR’s( branding( strategies( in( relation( to( its( overall( marketing( strategies.( Could(NASCAR(have(done(differently(to(insulate(itself(against(the(economic(downturn?( ( ! As!NASCAR!realizes!the!importance!of!developing!branding!strategy!to!build!authentic!relationships! between! the! company! and! its! audience! (both! target! and! nonItarget! groups),! its! branding! strategy! focuses!on!positioning(itself(by(keeping(strong(bond!with!its!community.!!Its!community!consists!of! sponsors,! fans,! drivers! and! media.! ! The! community! interlinked! with! one! another:! NASCAR! and! its! fans,! sponsors! and! fans,! fans! and! drivers,! fans! with! one! another.! ! ! Below! details! its! branding! strategies.! 1)&CoCbranding&and&strategic&alliances!–!NASCAR’s!branding!success!lies!on!its!strong!relationship!of! its!coIbranding,!started!by!partnering!with!the!Big!Three!automakers!–!Ford,!General!Motors!(GM)! and!Chrysler!in!the!late!1950s.!!In!1971,!NASCAR!was!primarily!sponsored!by!R.J.!Reynolds!Tobacco! Company’s!Winston.!!Gradually,!a!wide!range!of!Fortune!500!companies!including!Sunoco,!CocaICola,! Allstate,! DuPont,! Gillette! and! UPS! became! its! sponsors.! ! Toyota! also! participated! in! sponsoring! NASCAR’s!three!series.!! 2)&Merchandized&and&licensed&products&offerings!–!The!wellIknown!and!recognized!brands!from!its! sponsors! enable! NASCAR! to! take! the! opportunity! to! offer! licensed! and! merchandise! products! like! watches,! clothes...
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...a. Rather than using focus groups to test its branding and messaging, New Belgium used insiders in the bike community and brewery friends who had a personal history and knowledge of the brand. Evaluate this decision, recognizing that the sale of beer in the United States and elsewhere include imports and the fact that the branding occurred in Colorado. NBB understands that customer retention is very important for the success and sustainability of the company. The insiders and friends have always been loyal customers to NBB and keeping them in the loop may increase efficiency. Increasing customer retention rate by 5%, increases profits by 25% to 95% (Ciotti, 2013). For NBB, communication (word-of-mouth) has always been the primary method of marketing that brought the company to a successful stand. This means the insiders and friends have probably played a great role in the marketing of the brand image. I think this decision was meant to reciprocate the loyalty proven by the NBB friends and Bike community as this might later translate to increasing customer trust and thus doubling of profits/market share. With Colorado being home of much more global beer brands such as Coors and depot of foreign popular beers like Heineken and Guinness, ensuring the widest possible input through a more traditional marketing approach may turn out to be very costly and competitive because the other major brands were already well-known than the “Big Fat Tire” Brand. So going through the already...
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