...evaluate the role of marketing management and its impact on branding and organisational performance” What is Branding? The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. “Even in the world of theatre, what actors say is less important than what they do. That’s why any director will tell you, ‘Action is character’. But in our world action is branding.” What is Marketing Management and its roles? The application, tracking and review of a company's marketing resources and activities. The scope of a business' marketing management depends on the size of the business and the industry in which the business operates. Effective marketing management will use a company's resources to increase its customer base, improve customer opinions of the company's products and services, and increase the company's perceived value. After much research through many websites and books I have found the roles of a marketing management to be as follows: These are the six dimensions in the role inventory of the marketing manager I have found: marketing mix management; managing internal relationships network; strategy development and execution; managing external relationships network; data and knowledge management; and Managing marketing productivity and...
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...|Master of Business Administration Assignment Cover Sheet | | | |Student Number |1136741 | | | | | | | | |Module code |12-13S20BSHR044-6 |Assignment No. |1 | | | | |Module Title |Mobilizing Creativity and Innovation | | | | | | |Module Tutor |Pauline Loewenberger & Sathya Narayanan | | | | | | |Due Date |09.05.2013 | | | | | | ...
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...Assessment briefing: Branding is one of the key elements of marketing in today’s global world (based on Lee and Carter 2012). Critically appraise how marketers can manage brands across transnational markets. Consider the competitive advantage that branding brigs to a product as well as the cultural considerations that must be respected. Choose ONE brand in your industry as an example to illustrate your points. Branding in a Global tourism marketing strategy is key element (Witt and Moutinho, 1995). A brand is composed of a name, design or sign, which is adopted to recognise a facility delivered by an institution or organization (Witt and Moutinho, 1995). This essay will discuss the importance of branding as a key element in today’s global marketing. We will take in consideration of Virgin as an example of Global brand. Mawson (2000) argues that in the United States of America, Back in the days in the Mid-west, the cowboys would imprint with a very hot iron their cattle’s buttocks with the name of their ranch to show possession and to marked them to differentiate from the neighbour’s. This is an example of how branding existed decades ago. A brand is purely a merchandise or service which can be notable from its rivals (Hankinson and Cowking, 1996). Popular brands are the ones that fulfil the desires and objective of a distinct target market (Hankinson and Cowking, 1996). Branding is an important and planned process that embroils all parts of the firm in its delivery...
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...mission statement for The Technology Training Academy: To educate and produce employable graduates within their chosen field of study allowing them an effective fast track to their career of choice. As such, the end result requires The Technology Training Academy to include in the training, assistance with their job search and their obtaining a position with a business in the realm of training. The training for placement of all Technology Training Academy graduates will require the development of business relationships within the locale of the campus. The purpose of establishing and maintaining the business relationships is to encourage the business entities to hire qualified graduates of The Technology Academy. This will require branding of The Technology...
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...Journal of Marketing and Management, 3 (1), 60-77, May 2012 60 Perceived Impact of Ingredient Branding on Host Brand Equity Prof. Kavita Tiwari, Dr. Rajendra Singh AICAR B-School, Navi Mumbai, India kavitat786@yahoo.com, prajsingh71@rediffmail.com Abstract The aim of the study is to discuss and estimate the perceived impact of ingredient branding on host brand in terms of brand equity. For the purpose of our study, we will measure the impact in terms of association, neutral and disassociation of ingredient brand with host brand. In this study many theories and models is studied to identify the potential factors of ingredient branding. The research methodology adopted for the analysis in our study is to some extent a replica of previous studies conducted within ingredient branding. We conducted a survey based on questionnaire method. For which a close ended structured questionnaire on 5- point Likert scale basis is being designed .The survey was conducted among 212 respondents consisting of customers in Indore city. While doing this research we have gained insights on how several aspects of our study could have been conducted differently. We recommend that a similar study should be conducted again, this time with well known host brands and ingredient brands that focus on utilitarian needs from a consumer perspective. A more representing respondent group would also increase the arguments for generalization among a wider population. By using SPSS we can conclude...
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...SPORTS MARKETING AND BRAND BUILDING Marketing Management - II Prof. Sanjay Patro Section C - Group 5 George Antony B13148 Mayank Siotia B13156 Vijender Kaur B13180 SPORTS MARKETING AND BRAND BUILDING An Introduction Not that long ago, a company that wanted to reach 20 million young Americans could do it easily—place an ad on Friends on Thursday night. With the proliferation of media types and channels, though, such large and predictable audiences are few and far between. Among all the media touch points, for example, cable has the highest share—34 percent—and of course cable audiences are highly fragmented. Broadcast television gets only 20 percent. Getting people’s attention at all is difficult enough; getting them to pay attention is well-nigh impossible. Sports is the exception. Because it is live, and because there is so much free publicity around major events— everything from water-cooler gossip to blogs to newspapers—sports breaks through the static. It is one of the few areas (music and fashion are others), where people are admittedly passionate. In that passion is opportunity for marketers. Because fans are already invested in the event or their team— think how insufferable New York Yankee or Manchester United fans can be—companies can tap into these emotions to connect with consumers and build an emotional bond with them. And because sports are best watched live, it’s harder to skip the ads, as Tivo- or DVR equipped viewers increasingly do. To begin with,...
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...A brand orientation typology for SMEs: a case research approach Ho Yin Wong and Bill Merrilees Department of Marketing, Griffith Business School, Griffith University, Gold Coast, Australia Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely brand distinctiveness, brand orientation, brand-marketing performance and brand barriers. The literature, in combination with (eight) case research interviews, has been synthesised to develop a new theory of SME branding. Findings – The paper reveals that the theory identifies the ladder of SME brand orientation, moving from minimal brand orientation, to embryonic brand orientation to integrated brand orientation. Further, it is suggested that most SMEs will be on the lower steps of the ladder. A model of the brand strategy process has been formulated, specifying links between brand barriers, brand distinctiveness, brand orientation and brand-marketing performance. The study puts forward some propositions about the pre-conditions to move higher up the ladder, particularly to an integrated brand orientation. Research limitations/implications – The major limitation of this research is that it is based on eight case studies. It is suggested that a quantitative survey be carried out to enhance the generalisability...
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...Strategic Advantage Through Successful Co- Branding ABSTRACT Today’s market is suffering from a syndrome of sameness where all the products offered to the customers look very similar. This similarity is not only from the sameness in the physical brand element but also in the symbolic value proposition offered to the market. In this situation marketers are searching for alternative method of branding for creating sustainable competitive advantage. Co-branding as an alternative branding proposition is fast making grounds due to various factors. The opening of Indian economy with spate of entries by multinationals makes it evident that the Indian consumer is going to face lot of products with co branding options. This paper looks in to the psychological principles of co-branding strategy and highlights the potential benefits and dangers of co-branding strategy as a brand building alternative in Indian Market. Key Words: Co-Branding, Classical conditioning, Conditioned stimulus, branding strategy, brand association, ingredient co-branding, joint venture co-branding, multiple sponsor co-branding. Introduction There are various strategic options available to a marketer for building a strong brand in the market place. Brand image building is a long term process and three key issues need attention to make a brand distinct from other products or brands in the same product categories. It is difficult to develop a long term one way strategy for a brand and make it...
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...Marketing managers are often faced with many decisions on how to best develop a brand. Branding is a focal part of marketing which helps companies distinguish themselves from one another. Today’s marketers are faced with challenges on selecting the best branding strategies; should branding be done using functional marketing and or using physic(emotional) marketing? Marketing is an ever-evolving dynamic process that doesn’t seem to have a one simple cut solution. It’s important for a company to convey their brand in a powerful manner while embodying the true essence of what the company stands for. Today’s marketplace is more challenging than ever and it’s important to have a strong marketing message that resonates well with consumers. In the post-recession era, consumers are far more meticulous and price-conscious on purchasing quality goods at the best value. Marketers need to be aggressive more than ever to develop good branding messages to chase after scarce discretionary dollars. Branding Strategies Creating a brand strategy is an intricate process while considering a company’s target market, value opportunity gap, and competitive opportunities to establish the brand’s concept. Companies place great focus on the brand concept, because this is how their product is desired to be perceived by consumers. In developing a brand marketing strategy, marketers must create a viable strategy for the long-term to create and sustain notable distinctions of a product over its competitors...
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...Branding, Pricing, and Distribution Deloise Perkins Marketing Management 500 DR. William Bonaparte Jr. Branding, Pricing, and Distribution Branding, pricing, and distribution are all integral parts of a strategic marketing plan. Each segment of the plan needs to be developed individually with the entire culmination of the plan in mind. The purpose of this paper is to create the domestic and global product branding strategy, determine the optimum pricing strategy, and examine how the company’s pricing strategy supports the branding strategy. Domestic and Global Strategy A global marketing strategy that totally globalizes all marketing activities is not always achievable or desirable (differentiated globalization). In the early phases of development, global marketing strategies were assumed to be of one type only, offering the same marketing strategy across the globe. Leverage is gained from competing in the same category country after country and may come in the form of product technology or development costs. This strategy will single out no one and try to involve everyone. Since Toys" R" Us stores are not physically available in some countries, technology will helped with global marketing.Selecting the form of global product category implies that Toys" R" Us will stay within that category will consider targeting different segments in each category or varying the product, advertising and branding according to local market requirements. Toys" R" Us domestic and...
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...Employer brand denotes an organisation's reputation as an employer.[1] The term was first used in the early 1990s, and has since become widely adopted by the global management community.[2][3][4] Minchington (2005) defines employer brand as "the image of your organisation as a 'great place to work'". Employer branding is concerned with enhancing your company's employer brand.[2] Just as a customer brand proposition is used to define a product or service offer, an employee value proposition is used to define an organisation's employment offer. Likewise the marketing disciplines associated with branding and brand management have been increasingly applied by the human resources and talent management community to attract, engage and retain talented candidates and employees, in the same way that marketing applies such tools to attracting and retaining clients, customers and consumers. Contents 1 Origin 2 Employer branding 3 Employer brand management 4 Employer brand proposition 5 Employer branding and internal marketing 6 Brand-led culture change 7 References Origin The term "employer brand" was first publicly introduced to a management audience in 1990,[5] and defined by Simon Barrow, chairman of People in Business, and Tim Ambler, Senior Fellow of London Business School, in the Journal of Brand Management in December 1996.[6] This academic paper was the first published attempt to "test the application of brand management techniques to...
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...Branding and Marketing Melissa Swan HCS/567 April 24th, 2013 Harley Smith MBA/HCM Branding and Marketing Introduction Health care is an ever changing and ever evolving entity. As health care grows, the marketing and positive branding for health care must also grow. In order for a health care organization to survive, the organization must work diligently not only to ensure marketing and positive branding is done but must also ensure the organization is keeping up with other potential competitors. The Cleveland Clinic, located in Cleveland, Ohio, is one such health care organization that has to market and create positive branding for their health care organization. Target Market A target market is a specific group of people or businesses an organization tries to sell their product or service to. It is important for an organization to choose their target market wisely and ensure the target market they are going after is appropriate for their service or product. If the target market is not appropriate, the company may fail because their product or service will not be purchased. In an article written by Comer, 2006, Comer said it best, “By focusing your marketing efforts on target clients you can surface in the middle of the convoy and acquire the best, most important clients.” (p. 19). What Comer’s statement boils down to is that by choosing a correct target market and focusing...
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...The tourism sector continues to grow and evolve and destinations have to continuously stay competitive in order to attract visitors and showcase their distinctive image to the market. This paper assesses how authors present the concept of destination branding. This will also put a focus into various components of destination branding and how the components affect tourist decision making and overall experience. Moreover highlight the issues destination marketing organisations (DMOs) face with destination branding activities. A destination is identified as a geographical area such as a country, an island or a town that is chosen by a guest or visitor as a travel destination (Bieger, 2005; Buhalis, 2000). A brand defined by Wood (2000) is tailoring to the needs and wants of a target market using the marketing mix of product, price, place and promotion. Additionally, Aaker (1997) mentions further on the term “brand personality” which is human characteristics associated with a brand to serve symbolism and self-expression. In contrast, destination Branding is defined in a way that it dentifies and differentiates a destination by selecting a consistent brand elements mix”. (Qu et al, 2011) Brand image and brand personality are key components of brand loyalty and brand positioning. Although there has been several models to explain the two concepts, there is a strong focus that surrounds the relationship between the brand image and brand personality. Studies also show that destination...
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...Branding, Pricing, and Distribution Branding, Pricing, and Distribution In continuing with Green Clean’s marketing plan, the following paper will elaborate and various issues. Branding strategy will examine domestic and global STRATEGIES along with an optimal pricing strategy. Green Clean will develop and implement various distribution channels this includes an e-commerce website. It will also explain its rational on its combination push and pull marketing strategy. Last, it will attempt to explain how its distribution strategy fits the products and services it provides. Branding In recent years there has been an eruption of new brands entering the market every day. It seems obvious that branding is a critical part of marketing. Companies must compete to secure a fragment of their consumers mind before another competitor does. Brands convey information to their customers, in particular, quality, company production, and owner ship. For example, when Acer places its name on a laptop, monitor, or tablet it is expressing its ownership of the product and its pride in developing it (Iacobucci, 2012). For the company, brands develop fidelity, assist in segmentation, positioning, and targeting. Green Clean Incorporated (GCI) has developed a logo that they hope will become familiar to everyone around the world in time. It both serves to identify itself but also conveys the purpose of its mission and its products. The logo and color will engage the customers both verbally and visually...
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...need for brand management for business-to-business (B2B) companies Philip Kotler Marketing Department, Kellogg School of Management, Northwestern University, Evanston, Illinois, USA, and Waldemar Pfoertsch Pforzheim University, Pforzheim, Germany and China Europe International Business School, Shanghai, People’s Republic of China Abstract Purpose – This 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...
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