Abstract
This paper explains that Bill Merrilees' writes in his article 'Radical Brand Evolution: A Case-Based Framework' in the 2005 "Journal of Advertising Research" that brand evolution 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."

Tags:symbol, revitalization, protection, tire, strategy

Abstract
The paper looks briefly at an article authored by Bill Merrilees and explores the theory it presents, how the aforementioned theory applies to the article in question, what the implications are for managers, how such information should be utilized by them in their official roles, how such a theory might be implemented, and this writer's opinion of Merrilees' article. The paper includes corroborating support from one outside source. The paper concludes that the theory of "brand orientation" (as a sub-component of the larger concept of brand evolution) is expertly detailed by Merrilees and suggests many hopeful opportunities for companies prepared to heed his advice.

From the Paper
"The following paper will look briefly at an article authored by Bill Merrilees and explore the theory it presents, how the aforementioned theory applies to the article in question, what the implications are for managers, how such information should be utilized by them in their official roles, how such a theory might be implemented, and this writer's opinion of Merrilees' article - complete with corroborating support from one outside source. In the final analysis, the theory of "brand orientation" (as a sub-component of the larger concept of brand evolution) is expertly detailed by Merrilees and suggests many hopeful opportunities..."

Tags:management, theory, marketing

Abstract
This paper discusses brand evolution and brand revitalization as described by Merrilees in an article that examines the issue in terms of two existing paradigms of brand evolution and uses Canadian Tire as an example. The paper notes Merrilees' point that specific principles as to how to revitalize a brand are generally lacking in the literature and considers some of the theoretical constructs he applies to the issue.

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."

Tags:brand, revitalization, marketing

Abstract
The paper considers the importance of brand evolution 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."

Tags:evolution, supply, demand, rebranding, product, cycle

Abstract
This paper gives the reader an investigation into the concept of brand equity in relation to the modern retail environment. The project considers the issue in relation to a number of other issues which have an impact on the retail sector considering, the changing nature of the retail market, the use of on-line elements of branding and how the concept of branding and brand equity interact with the modern retail consumer.
The paper gives the reader a complete set of research and includes, a comprehensive background, research aims and objectives, a specific methodology, literature review and a findings and analysis sections. The paper in conducting the research has made use of a variety of methods including both primary and secondary research methods using quantitative and qualitative data. Finally having conducted the research the paper gives an indication as to the limitations of the project and what subjects the researcher believes would be beneficial for further researchers to engage in, in future projects.

Outline:
1.0 Background
2.0 Research aims and objectives
3.0 Methodology
3.1 Research approach
3.2 Research philosophy
3.3 Primary research
3.4 Secondary research
3.5 Research Sample
3.6 Qualitative and quantitative data
3.7 Primary research analysis
3.8 Findings and analysis
3.9 Ethics health and safety
4.0 Literature review
4.1 Key Concepts
4.2 Consumer experience
4.3 The value of brand equity
4.4 Brand loyalty
4.5 On-line markets
4.6 Brand devaluation
5.0 Findings analysis
5.1 Primary research findings
5.2 Key trends
6.0 Conclusions
7.0 Personal reflections
8.0 Further research
Consumer Brands Questionnaire
Questionnaire Results (Quantitative questions)
Bibliography

From the Paper
"Over the past decades both the retail industry and the economy as a whole have seen some dramatic changes, in both trading conditions and the business models which have been adopted to react to such conditions.
"In the first case the very fabric of the retail business its self has changed, going through several business models. Two decades ago many in the retail sector operated on a small single branch basis, with locations in inner city areas and town centres. From the 1990's onwards the retail business model saw the introduction of the chain store. Stores such as Next pioneered the concept that consumers felt at ease being able to receive standardized products and services, served in more or less identical looking stores on a national basis. Further in the development of the business model, the location of such large national chain stores has also changed.
"Where stores were once previously sited in inner city areas and town centres, chain stores have become part of the out of town retail park revolution. To this day many retailers which operate with the traditional bricks and mortar outlet as the primary distribution channel operate from out of town locations. Such out of town locations in the retail sector range from the construction of single outlet retail site on the edge of town, most commonly favored by the supermarket chains. In addition the model has also seen the construction of entire retail "villages" dedicated to the retail experience and often having a singular theme such as discount outlets or luxury shopping malls."

Tags:brand, equity, retail, marketing, internet, commerce, consumer, positivist, ethics, on-line

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)."

Tags:Patients', Bill, of, Rights, medical, legislation

Abstract
This paper uses the brand report card (BRC) to assess the brand strengths and identities of rivals Coke and Pepsi. The paper explains the concept of the BRC.

From the Paper
"The Brand Report Card (BRC) is a concept broached by Kevin Lane Kellerin, his Harvard Business Review article by the same name, identifying ten attributes shared by the world's strongest brands. The brand excels at delivering the benefits customers truly desire, uncovering unmet consumer needs and wants. The brand stays relevant through product improvements that provide better value for customers and by keeping it in line with consumers' tastes, market conditions and new trends that are applicable to the product..."

Tags:brand report card, BRC, Coke, Pepsi, branding, brand identity

Abstract
This paper addresses a component of Fisher-Price/Mattel's brand equity--its management of the brand--arguing that the recent massive recalls of its toys for safety issues related to manufacturing in China should be addressed if brand equity is to be retained.

From the Paper
"The Fisher-Price brand claims ... percent brand awareness among adults with children in the U.S. and a ... percent awareness level in Westernized markets such as Europe, Mexico, Canada and Australia. (Manning-Schaffel) This is a stellar level of brand equity that the company has achieved and maintained through the quality, durability and child-appropriateness of its toys, as well as by virtue of the fact that children love playing with Fisher-Price toys. The management of Fisher-Price's brand equity is not so stellar, however. A vital component..."

Tags:brand equity, China, recall, safety, Mattel, brand management

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."

Tags:Nathaniel, Hawthorne, Ethan, Brand

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.

Tags:literature review, brand equity