...Brand Identity: Major Influence on Consumer Decision Making Introduction: Building a brand driven culture is a lifelong commitment to a mindset and a way of life that takes time, planning and perseverance that produces intangible outputs which include greater customer satisfaction, reduced price sensitivity, fewer customer defections, a greater share of customers’ wallets, more referrals, and a higher percentage of repeat business (Knapp, 2000). Customers value their relationships with their branded possessions and with marketing agents and institutions that own and manage the brand (Alexander et al., 2002). The brand identity needs to focus on points of differentiation that offer sustainable competitive advantage to the firm. Brand identity is based on a thorough understanding of the firm’s customers, competitors, and business environment. The brand identity needs to reflect the business strategy and the firm’s willingness to invest in the programs needed for the brand to live up to its promise to customers (Aaker and Joachimsthaler, 2000). Strong brands enjoy customer loyalty, the potential to charge premium prices, and considerable brand power to support new product and service launches. Companies need to have thorough understanding of customer beliefs, behaviors, product or service attributes, and competitors. This paper presents a conceptual framework in the form of PCDL model for building brands that is based on literature review and case studies of very prominent...
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...Brand Identity “Survey of Digital Design” Gary A. Harper Thursdays, 5:30-7:30 Television is filled with reality shows. One of the most interesting and pertinent to what will be discussed is “The Celebrity Apprentice”. This seasons finalists were Academy Award winning actress Marlee Matlin and country star John Rich. For their final task they had to work on a branding campaign for 7-up. The task had them redesign packaging for the 7-up brand utilizing ideas from the past. Marlee Matlin would focus on the 70s while John Rich tackled the 80s. This “redesign” included a can and box design along with a store display, a 30 second commercial and a launch celebration to announce their campaign. This final task would help Donald Trump, the shows creator, judge and host, choose a winner. The winner was truly the audience, for we got to see a branding campaign from start to finish not once, but twice. What is a branding campaign? BusinessDictionary.com defines branding as, “The Process involved in creating a unique name and image for a product in the consumersʼ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish significant and differentiated presence in the market that attracts and retains loyal customers.” (BusinessDictionary.com) Letʼs stay with the 7-up brand and explore it in more detail. 7-up began its branding run in 1929 when Charles Leiper Grigg created the lemonlime soft drink. It was originally called, “Bib-Label Lithiated Lemon-Lime...
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...Course Title: Thesis Paper A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” Prof. Dr. Md. Masudur Rahman Professor Department of Marketing University of Dhaka Prof. Dr. Md. Masudur Rahman Professor Department of Marketing University of Dhaka Prepared For: Anisur Rahman ChowdhuryRoll-117, Section A18th batchDepartment of MarketingUniversity of Dhaka | Prepared By: Submission Date: 31 March, 2016 Letter of Transmittal March 30, 2016 Prof. Dr. Masudur Rahman Professor Department of Marketing University of Dhaka Subject: A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” Dear Sir, This is an immense pleasure to submit my thesis paper on A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” as a partial fulfillment of BBA program. I hope this paper is informative and comprehensive as per your instruction. Here, I have worked with the consumer of “Horlicks” and tried to analyze their feedback to find out the impact of brand elements of “Horlicks & GlaxoSmithKline” on their purchase intention of Horlicks. Now, I am very grateful to you for your valuable supervision, precious time, effort and support throughout...
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...218 Week 4 DQ 1 Brand Identity Purchase here http://chosecourses.com/CGD%20218/cgd-218-week-4-dq-1-brand-identity Description This pack of CGD 218 Week 4 DQ 1 comprises: Brand Identity As stated in your textbook, CGD 218 Week 4 DQ 1 Brand Identity Purchase here http://chosecourses.com/CGD%20218/cgd-218-week-4-dq-1-brand-identity Description This pack of CGD 218 Week 4 DQ 1 comprises: Brand Identity As stated in your textbook, CGD 218 Week 4 DQ 1 Brand Identity Purchase here http://chosecourses.com/CGD%20218/cgd-218-week-4-dq-1-brand-identity Description This pack of CGD 218 Week 4 DQ 1 comprises: Brand Identity As stated in your textbook, CGD 218 Week 4 DQ 1 Brand Identity Purchase here http://chosecourses.com/CGD%20218/cgd-218-week-4-dq-1-brand-identity Description This pack of CGD 218 Week 4 DQ 1 comprises: Brand Identity As stated in your textbook, CGD 218 Week 4 DQ 1 Brand Identity Purchase here http://chosecourses.com/CGD%20218/cgd-218-week-4-dq-1-brand-identity Description This pack of CGD 218 Week 4 DQ 1 comprises: Brand Identity As stated in your textbook, CGD 218 Week 4 DQ 1 Brand Identity Purchase here http://chosecourses.com/CGD%20218/cgd-218-week-4-dq-1-brand-identity Description This pack of CGD 218 Week 4 DQ 1 comprises: Brand Identity As stated in...
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...Reasons: Why A Small Business Requires Brand Identity Designs? In today’s fast-paced world, branding is almost everything as it makes a brand or company valuable in front of competitors and customers. To keep pace with the modern business era, developing a strong brand identity for a small business is extremely a significant factor. There are two sides of a coin in context of brand identity design. In the first side, you can impress the customers by composing a powerful identity design. Secondly, if you don’t succeed in creating an influential design, it might result in less customer interactions and conversions. For big brands, it is not a big concern as these already gained strong positions in the market and only working for making...
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...Brand identity Brand identity, Kapferer (2012) stresses is identity is a more modern brand communication theory. Brand identity has 6 facets, normally in a “prism”. They bare physique, personality, culture, relationship, customer refection and self image. Physique Physique means the part of the brand‘s physical features. The people’s minds can be evoked when the brand name is mentioned. Kapferer argued that this aspect has to be considered the basis of the brand. Coca-Cola Zero’s bottle can be easily recognized even people eye closed. The bottle design with a typical color: black. There are d Personality Personality means the brand’s character. Enjoying a Coca-Cola Zero is “enjoy everything” which is the main slogan of the Coca-Cola Zero. It means that allowing ourselves to meet each moment in the present. Culture Culture means the system of value and basic principles on which a brand has to base its behavior. Coca-Cola Zero represents a heavy lifestyle, being social when you are drinking a coke. American values and the American dream are sharing by the Coca-Cola Zero. Self- Image Self-image means kind of a mirror the target group holds up to itself. All kind of media are communicated all the time by Coca-Cola Zero. The organization always wants to increase its community and push all boundaries. The brand of Coca-Cola Zero is reaching a heavy image via a good communication process. Coca-Cola Zero is always adapting its strategy to face the competitor. Customer...
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...What is ”Corporate Image” and “Corporate Identity” – and why do people talk so much about it? Dominique Bouchet Professor, Department of Marketing University of Southern Denmark, Campusvej 55, DK-5230 Odense M, Denmark www.bouchet.dk – dom@sam.sdu.dk – Fax: + (45) 65 33 19 13 Image, identity and culture are concepts occupying the minds of companies and organizations of our time, because things must be connected in a world where every institution’s or person’s role and place are renegotiated almost everyday. Companies’ increasing concern about their image, identity and culture must be seen in relation to a number of changes that influence their roles and opportunities. Today, the information we receive is no longer scarce; actually the amount of information is drowning us. This abundance has created much confusion. Demand and supply for information are disoriented and, thus, become increasingly dependent on the guidelines and criteria for sorting information in order to reduce confusion. Orientation is less and less a matter of gathering information and more and more a matter of sorting and connecting. The company’s consumers, stakeholders and employees are all influenced by this development. Further, more and more people are now concerned about things other than material goods. For example, what we eat and how we should handle waste have become central issues for consumers and employees. The ecological concern and political consumption make the...
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...Understanding Consumption in Context Why am I obsessed with the consumption of toiletries and personal grooming products? It was September ‘08 when I first came to the UK. I remember walking down the high street. I had to buy basic care, so someone suggested that I go to the Boots store. It wasn’t that easy because when I entered the store I was surprised to see the huge collection of healthcare and grooming products. I was extremely excited. Just like a kid in a candy store I went around the store more than twice. There was something in all the sections that seemed like as if were made especially for me. Eventually, I ended up purchasing a lot more than I wanted in the first place. This was just a beginning, now that I know, to what has become my obsession to use these grooming and healthcare products. Shopping for healthcare and grooming products in India is a completely different experience to what it is in the United Kingdom. There are not any dedicated stores for healthcare products such as Boots, Super Drug. The differences in such consumption patterns can be better understood through the concept of Sociohistoric Patterning of Consumption, which suggests that the institutional and social structures systematically influence consumption, such as class, community, ethnicity, and gender. I had never seen, until then, a store with such collection of healthcare products. It was a totally new experience for me. Maybe it was also...
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...professional identity The novel presents Stevens as having subsumed his personal identity within his professional identity. Consider the following extracts and determine how they serve to present Steven’ views about identity to us. Read the following extracts from the Prologue. Consider how Stevens views his errors- are the errors he has made in his life only attributable to a faulty staff plan? Note how he brings up Miss Kenton- what rationale does he give for seeking her out- personal or professional? As so often occurs in these situations, I had become blind to the obvious- that is until pondering over the implications of Miss Kenton’s letter finally opened my eyes to the simplest truth: that these small errors of recent months have derived from nothing more sinister than a faulty staff plan. So it was in this instance; that is to say, my receiving the letter from Miss Kenton, containing as it did, along with its long, rather unrevealing passages, an unmistakable nostalgia for Darlington Hall, and- I am quite sure of this- distinct hints of her desire to return here, obliged me to see my staff plan afresh. Only then did it strike me that there was indeed a role that a further staff member could crucially play here; that it was, in fact, this very shortage that had been at the heart of all my recent troubles. Clothing, identity, and dignity Consider Stevens’ deliberations about his attire- what does his choice of clothing seem to imply about his identity? He describes...
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...Chosen related text – 10 Mary street- Peter Skrzynecki To form a true sense of belonging individuals must actively participate in the communities in which they exist, as understanding and consideration of societal culture and customs, have a strong bearing on one's ability to form relationships, and thus a true of sense of identity and belonging. This connection is apparent in Peter Skrzynecki Immigrant chronicles poems - '10 Mary Street' and 'St Patrick's college' where the persona experiences a sense of self and belonging through his relationships with his home and family, and conversely a feeling of spiritual alienation through lack of said connections. By employing a variety of literary techniques Skrzynecki has represented how relationships are a landscape for identity, and thus how they affect one's experiences of belonging or not belonging. Relationships significantly impact belonging and are shaped by an individual's participation within particular communities. In '10 Mary Street' and 'St Patrick's College' the persona forms bonds with his family and European migrants,and is conversely isolated at his school due to a lack of consideration for the social values and customs present. The persona's understanding of the set “pre war-europe” routines and customs within the home is enjambed “My parents watered plants - grew potatoes And rows of sweet corn: Home from school earlier I'd ravage the backyard garden” this reinforces the relationships formed with his parents...
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...postmodern literature is the concept of self-identity. Many of the texts in this genre feature characters that are on a quest of self-discovery. Two such examples of this are Haruki Murakami's Hard-Boiled Wonderland and the End of the World, and Paul Auster’s memoir, The Invention of Solitude. Both of these texts explore the meaning of self, but address the issue in different ways. Murakami’s novel suggests that solipsism gives rise to the loss of identity, while Auster argues the opposite, suggesting that within the confines of enclosure, the individual discovers his/her identity. This article will entail a discussion of Murakami’s text, and the second installment will entail Auster’s memoir. Hard-Boiled Wonderland and the End of the World thrives on the idea that individuality does exist, but attaining a sense of self in this novel is a difficult goal that most people never achieve. This is largely because objects and possessions replace the self and the characters become synonymous not with personality traits, but with physical objects. The narrator in this novel is a nameless, faceless person, and Murakami ensures that readers get minimal physical description of all the characters in the text. The narrator describes people by the objects they possess, and tries to define people through these objects. For example, the granddaughter is known as “the everything pink girl” because she wears only pink clothes (164). Her attire defines her identity. Similarly, the narrator does this again...
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...the Social world The concept of the self cannot be found in any book or dictionary. It is not something any one person can concretely define. It cannot be explained in third person because the self is an individual topic. I can’t decide for another person what the definition of self is for them, especially as it relates to their experiences in the social world. I can only decide what self is and how it manifests itself in my own life based on my own experiences, thoughts, feelings and actions resulting from that self. The self that we are discussing here refers to the attributes ascribed to “me” or “myself.” It is the personification of the ownership of actions, thoughts, behaviors and feelings that I experience or exhibit based on my identity. But what defines the self in the social world? I believe it is the sum of my past associations, present consequences of those...
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...* Factor of success in BMW Group BMW “The ultimatedriving machine” DESISLAVA DIMITROVA STOYAN STOYANOV VICTOR CHIKUNOV * •http://www.youtube.com/watc h?v=-QCD1ybgWPU * 5 continents100,306 3 1 associates automobile brands 2 motorcycle brands BMW GROUP * 1. Brief History 1916 1923 1981BMW (Rapp Modern the fist BMW motorcycle BMW becomes the firstWerke) is founded as an leaves the Munich European carmaker toaircraft-engine factory in production line. establish a subsidiary inMunich. In 1917, changed Japan.to BMW. * 1. Brief History• In 1970 BMW moved its headquarter to Munich. The building looks like the four cylinder of cars. * 1. Brief History Introduction• BMW (Bayerische Motoren Werke AG) became an automobile manufacturer in 1929 founded by Franz Josef Popp. * 1. Brief History * Product Diversification 1. Brief History Motocycles Cars * 1. Brief History• The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy. As a result of its efforts, the BMW Group has been ranked industry leader in the Dow Jones Sustainability Indexes for the last seven years. * 2. Corporate culture Growth Access to technology Strategy №1 Shaping the and customers future Profitability * 2. Corporate culture Board of Management BMW AG Annual• BMW Compliance Committee ReportingGroup Investigation...
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...SELF CONCEPT The self-concept is the accumulation of knowledge about the self, such as beliefs regarding personality traits, physical characteristics, abilities, values, goals, and roles. Beginning in infancy, children acquire and organize information about themselves as a way to enable them to understand the relation between the self and their social world. This developmental process is a direct consequence of children's emerging cognitive skills and their social relationships with both family and peers. During early childhood, children's self-concepts are less differentiated and are centered on concrete characteristics, such as physical attributes, possessions, and skills. During middle childhood, the self-concept becomes more integrated and differentiated as the child engages in social comparison and more clearly perceives the self as consisting of internal, psychological characteristics. Throughout later childhood and adolescence, the self-concept becomes more abstract, complex, and hierarchically organized into cognitive mental representations or self-schemas, which direct the processing of self-relevant information. Understanding your self-concept It is the understanding and knowledge you have of your own existence. It is how you see yourself in relation to others and to your surroundings. To have a positive or healthy self-concept you must: Know yourself Love yourself Be True to yourself In order to meet the challenges of today's complicated...
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...Intra-and Interpersonal Competencies Written Assignment The main character in the case study, Sammy, showed inability in inter- and intrapersonal communication. He is facing various daily life problems including defining his self-value and identity, getting along with parents and managing personal emotions. The first problem is that Sammy failed to develop self concept (i.e. Who he is, what he wants to do) but blindly follows his parents’ opinion to persuade further study in college. Based on Identity Statuses Theory, Sammy is experiencing identity diffusion (Marcia,1966) in which he failed to attain commitment (occupational belief) and crisis (actively exploring and making conscious decision to understand his own identity). Besides, he has low self-esteem (i.e. the value he placed on himself) as he consider his classmates are more competent in both sports and academic performance than he does. He feels inferior at school. In order to overcome Sammy’s identity crisis, he should try to explore his own identity by constantly questioning himself about his own value, beliefs and academic pursuit to clarify his occupational and social roles. He can join various extra-curricular activities such as sports and music to discover his inborn talent. He might not be good at sports but he might be good at music or arts and crafts. To boost self-esteem, he needs to gain approval from peers to develop sense of belongingness. He could join more class activities and be generous (e.g. share...
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