This paper analyzes an article authored by BillMerrilees' entitled 'RadicalBrandEvolution: A Case-Based Framework' in the 2005 "Journal of Advertising Research".
Abstract This paper explains that BillMerrilees' writes in his article 'RadicalBrandEvolution: A Case-Based Framework' in the 2005 "Journal of Advertising Research" that brandevolution entails the gradual transformation of the identifying symbol of a corporation via external and internal stimulus. The author points out that the writer concludes that brand revitalization can only occur if the development and protection of the brand is made a part of the coordinating elements of a marketing strategy geared towards appealing to target consumers. The paper relates that Merrilees devotes the bulk of his article to the application of brand orientation to the Canadian retailer Canadian Tire, who was compelled to revitalize its corporate brand in the face of new business pressures from the low prices of Wal-Mart and the excellent customer service of Home Depot.
From the Paper "Merrilees then favorably invokes the six-step model of brand evolution designed by McEnally and de Chernatony whereby organizations evolve from offering unbranded goods to offering, in order, "brands as reference," "brands as personality," brands as icon(s)," "brands as company," to - finally - "brands as policy". Periodically, of course, brands must be "revitalized" if they are to maintain the interest of key consumers and/or if they are to capture new consumers in periods of intense sectoral competition."
Abstract The paper considers the importance of brandevolution and revitalization. The paper explains how brand revitalization extends the product life-cycle, making it a necessary step in keeping a product viable and giving new life to marketing for the product. The paper looks at the work of B. Merrilees who shows the nature of the process and many of the theoretical concepts applied to it.
From the Paper "Merrilees (2005) considers the importance of brand evolution in the general area of retail branding and how such evolution needs to be monitored and/or shaped as a way of revitalizing the brand. A brand loses some of its appeal over time unless this process is undertaken, though Merrilees notes that specific principles as to how to revitalize a brand are generally lacking in the literature. Merrilees refers to the process as rebranding and calls this "a major aspect of marketing" and as "critical for growing the brand" (para. 3). Merrilees examines the issue in terms of two existing paradigms of brand evolution and uses Canadian Tire as an example."
Abstract This paper explores the importance of branding in the automobile industry by using the Audi brand and company to illustrate many of the central aspects relating to the strategies and implications of branding within the industry. This study shows conclusively that a product or service brand is an essential aspect of commercial success in a very competitive age. The examples of the way that Audi has overcome various problems, discussed in the paper, show how important a brand is as a pivotal aspect of a company's success or failure. The writer notes that what is particularly noteworthy about the Audi brand is the innovative and creative way that the company has achieved its particular brand status.
Introduction
Research Methodology and Sources
The Importance of Branding Branding in the Automotive Industry
The Function and Significance of Branding Audi: A Case Study
Audi and Branding: Brief History
Discussion: The Example and Importance of Audi Branding Statistics and Figures
General Discussion
The Importance of Innovative Brand Marketing
Integrated Branding and Customer Relationships
Consolidating the Brand: Organization Structure and Staff Training
The Relationship between CRM and Branding Social Involvement and Alternate Reality Branding Overcoming Image Problems through Branding Conclusion
Works Cited
Appendix
From the Paper "Another aspect that relates to the importance of branding in a general sense is the increased global competition and "... increasing product homogeneity", which has brought fierce rivalry to the international markets and made it more difficult to maintain strong and durable brands. This factor has increased the importance and significance of branding, in that. "... it is likely that brands with strong consumer emotional ties will continue to grow in importance and significance.
Integrated branding is a concept and praxis that continually comes to the fore in discussions about contemporary branding practices. The concept of integrated branding is one which comes closer to the meaning that branding has for modern companies and particularly for the automotive industry. In essence this concept means that the entire strategy, in terms of organization and marketing of a product, is encapsulated in the creation and maintenance of a given brand. In other words, the brand becomes the measure of the relationship that is developed between the customer and the product or company."
Abstract This paper addresses the present state of the Patients' Bill of Rights, as well as its history and future possibilities. Also explored are the issues of political support, arguments for and against, and major pitfalls in getting this legislation passed into law. The paper attempts to further explain general intentions of the Patients' Bill of Rights. The most pertinent bills specific to the Patients' Bill of Rights are presented and analyzed.
Outline:
Introduction
Arguments For and Against Patients' Bill of Rights
History of the Patients' Bill of Rights
Why the Patients' Bill of Rights has Failed
Summary and Conclusion
From the Paper "Before exploring the more complex issues involved, it is necessary to understand the general intentions of the Patients' Bill of Rights. Numerous bills involving patients' rights have been presented to the House of Representatives and the U.S. Senate. Discussed in this paper are the most pertinent bills specific to the Patients' Bill of Rights: the 1998 Patients' Bill of Rights, H.R. 3605 and S. 1890; the Bipartisan Patient Protection Act of 2001, S. 1052, S. 872, and H.R. 526; and the 2005 Patients' Bill of Rights, H.R. 2259, H.R. 2650, and S. 1012. In general, federal legislation that safeguards patients' rights is supported by both major political parties and the President, and also has considerable public appeal (Chavez, 2001, 606; Chaddock, 2001, 1)."
Abstract This paper discusses at length the challenges faced by the retail fashion industry. After a thorough overview of current issues, the paper launches into a case study of Perry Ellis, Inc., a major fashion retailer, which owns thirteen brands, including Perry Ellis, Penguin Sport and Southpoint. Perry Ellis, Inc. also licenses an additional five brands, including Nike and Tommy Hilfiger. The author explains how Perry Ellis has leveraged the brand-name familiarity to become a lucrative company. The paper also provides a case study of the Levi Strauss company, and shows its distinct branding style.
From the Paper "In the past few decades, issues surrounding branding in the retail industry have emerged as a significant concern for retailers, consumers, and the fashion industry alike. Organizations are using branding as a strategy tool in today's business environment with increasing regularity. Although brands and branding are not new ideas, retailers are applying them to more diverse settings where the role of branding is becoming increasingly important (Wentz & Suchard, 1993). The traditional role for brands has recently reemerged as a topic of interest, as retailers are increasingly turning toward the internationalization of brands to survive in the highly competitive industry. With the growing realization that brands are one of a retailer's most valuable intangible assets, branding has emerged as a top management priority in the last decade. As a result of its highly competitive nature, branding carries a significant effect in the retailing industry as one of the main drivers influencing customer perceptions, store choice and loyalty. Thus, as an attempt to offer more to the consumer than just low prices, retailers are developing marketing strategies that build store equity and differentiate their brand."
Abstract This paper presents a case study of Yum Brands, Inc., and explains that the study is structured around a number of topics such as the U.S. fast-food industry, multi-branding and franchising strategies, Yum Brands' international strategy and issues of risk assessment. The paper uses audit style analysis to make recommendations to continue to grow the Yum Brands business. In addition, the paper recommends coadaptation based upon multi-branding strategies, which offer consumers a larger menu base in a smaller area and are highly functional for brand recognition and franchise sales.
Table of Contents:
Executive Summary
Introduction
Assumptions
Situation Analysis/Internal Analysis
Business Goals
Current Strategy
SWOT Analysis
Stakeholder Expectations
Market/Industry Analysis
Macro-Environmental forces
Main Industry Forces
3 Main Competitors
Key Factors for Success
Options
Options to Reject
Options to Adopt
Recommendations
Action/Implementation Plan
Conclusion
From the Paper "Though healthy trends are not necessarily at the center of concerns in the international markets, what is of concern is the need to tailor offerings to culture, as acceptance of fast-food delivery and food offerings are often specific to culture. Some examples of this can be found in the Yum Brand Case Study as market expansion in certain areas, despite their overall ideal conditions might not do as well if the overall culture does not accept the delivery methods of fast food. For this reason it is essential that full country and market analysis be done on each and every potential market."
Abstract This paper analyzes the transition of b2c versus b2b to the internet. It provides recommendations for the brand manager to establish a brand presence online, including: search engine optimization, paid search, emails, rich media, sponsorship and banner advertisements. Each of these items is then digressed upon to show how a brand manager would measure the results and associated success of the online branding tools.
The paper includes a graph.
From the Paper "Mass emails were once an effective tool for a marketing manager, but new legislation, and the increasing annoyance with SPAM, puts a bad light on any company looking to use this option. In B2B many marketing managers have turned to business newsletters, a less frequent communication with higher informational content. Business newsletters provide more value to the receiver than a mass email, and are more likely to be read. Clow and Baack state that the number of individuals who complain that they received many e-mail ads rose from 44% to 70% over the last two years. The authors go on to say that the number who report they delete ads without even looking at them rose from 31% to 55% over the same time period (2004). Marketing managers must turn to new forms of brand building to increase the effectiveness of their advertising dollars."
Abstract Establishing brand in an increasingly competitive market is difficult for any enterprise, but for the supermarket industry it has become a monumental task. This paper examines the difficulties supermarkets must contend with in their attempt to establish brand within a competitive industry. The paper explains that the establishment of brand in the retailing industry requires a consistent relationship between all the elements of the customer experience from decor to product packaging. Supermarket retailers traditionally felt that their food products spoke for themselves and allowed food product manufacturers product packaging to essentially create the supermarket brands by proxy.
Abstract This paper reviews five different articles about brand equity. The paper examines how each article treats the consequences of an organization adopting a brand equity stance. The paper also discusses the different meanings of the term brand equity to marketers vs. accountants.
Abstract The paper provides an analysis of four critics' views on Nathaniel Hawthorne's short story, "Ethan Brand." The paper reviews the plot of the story and examines Brand's innate value system and the value system of his society. The paper concentrates on Brand's quest to commit the "unpardonable sin."
From the Paper "Critical Analysis of Nathaniel Hawthorne's "Ethan Brand." Nathaniel Hawthorne's short story "Ethan Brand" is the tale of a man who upsets the balance between his own innate values system and that of a society whose applause he craves. He is presented by Hawthorne as having a heart of marble, impenetrable by real morality and solidified by the workings of pride. The Biblical concept of the Unpardonable Sin is used as the target of the protagonist's quest to locate himself in a world steeped in intellect and reason."
Abstract A paper on the topic of the Bill of Rights and the American nation. The paper analyzes why the founding fathers created the Bill of Rights and looks at their fears for the new country.
Abstract This paper explains that the article "Customer/Brand Loyalty in an Interactive Marketplace," by Don Schultz and Scott Bailey identifies why some customers simply stop being brand-loyal for no apparent reason. The author points out the relationship between marketing research and marketing strategies and tactics based on the article.
From the Paper " In "Customer Brand Loyalty in an Interactive Marketplace", Don Schultz and Scott Bailey explain the goal of marketing research ... developing loyal customers...but identify a glaring disconnect between the loyalty that marketing research indicates will occur and the measure of loyalty that actually occurs. According to Schultz and Bailey customers who claim satisfaction in various research situations often drift away from the company or the brand anyway. Even customers who have exhibited brand or company loyalty through their purchases over time sometimes simply ...."
Abstract This paper introduces, discusses, and analyzes the topic of U.S. government and political science. Specifically, it describes the process of how a bill becomes a law in the United States. It further discusses the complicated process, in both the House of Representatives and the Senate, of creating and passing legislation. The writer also presents variables which affect bills becoming laws, such as elections.
From the Paper "Any member of the Senate or House can introduce legislation. In the House, the bill first goes to the Clerk of the House, and if the Clerk is not there, the bill goes into the "hopper," a box on the Clerk's desk specifically to hold new legislation. In the Senate, the Senator must wait until the "morning hour," a 90-minute session on Mondays and Tuesdays reserved for member speeches and bill introduction. If another Senator objects, the bill introduction must wait until the next day. Once the bill is introduced, it is called the "First Reading" of the bill. In the House and the Senate, more than one representative can sponsor a bill. After the bill is introduced, it is assigned a number and identifier (in the House HR is used, in the Senate it is simply S). The bill also gets the sponsor's name. It then travels to the Government Printing Office, where they make copies of the bill."
Abstract This paper reviews and discusses the U.S. Bill of Rights. According to the paper, the Bill of Rights defines procedural rights added to the Constitution. The paper discusses how, under the Fourth Amendment, individual's are protected against unreasonable search and seizures without probable cause. The paper goes on to say that the Fifth Amendment ensures due process, and prohibits self-incrimination and double jeopardy, fair compensation for private property taken by the government and indictment by grand jury. The paper also reviews the Sixth, Seventh and Eighth Amendments.
From the Paper "Upon founding a new country, we would insist that this right be kept. It is necessary for there to be a system that embraces due process. A speedy and public trial will ensure that the accused doen not spend an unreasonable time in jail prior to trial. This could be considered torture, especially if the accused is innocent."
"The Sixth Amendment is a right that allows for all people to be considered equal under that law until proven otherwise. When determining whether to take a man or a woman's right to life and liberty, there has to be a strict standard that is followed to ensure that those rights are not taken away unnecessarily."
Abstract This essay discusses how Roosevelt's New Deal soothed the worst effects of the Great Depression. In many respects, the program could be said to have been so radical that it bordered on the revolutionary.
