Abstract
This paper explains that the purpose of this research is to identify the reasons brand consciousness has increased among urban youth in Pakistan. The author conducted exploratory research through surveys, which are reported in this paper. The paper reports findings that brands were preferred because of quality, media influence and increased affordability but peer pressure had no significant influence even if friends were brand consciousness. The paper includes statistics, a data table and questionnaire and color pie charts.

Table of Contents:
Executive Summary
Research statement
Purpose of Research
Background
Literature Review
Hypotheses
Tabulated Results
Data Analysis Method
Results Analysis
Hypothesis Testing
Hypothesis 1:
Hypothesis 2
Hypothesis 3
Hypothesis 4
Hypothesis 5
Charts:
Chart: Residential Area
Chart: Age Group Distribution
Chart: Preference of Items
Chart: Major 'Thing' People Look for in all Purchases
Chart: Major 'Thing' People Look for When Buying Brands
Chart: Who do People Consult?
Chart: Influence of Media
Chart: Influence of Celebrity Endorsements

From the Paper
"Why well known brands are preferred over lesser known goods is a million dollar question which has been explored by foreign researchers for their own population. No famous research on the subject specifically targets Pakistani youth but assuming that youth generally behaves in similar fashion and is affected by almost the same factors, we get wealth of information from foreign articles. According to Nelson and McLeod (2005) , peers have a significant influence on youth's buying patterns. Parents can also affect buying decisions."

Tags:peer, chi, hypothesis, media, quality

Abstract
This paper examines the importance of sales and marketing as a strong indicator of the success of a business because success for any business is a matter of attracting and retaining customers. The author points out that successful branding is best understood if the marketer focuses on the 4 P's: Product, price, placement and promotion. The paper stresses that "XYZ" is a brand, which is fortified by each action the company takes on a daily basis including uniforms, business letters and company literature.

From the Paper
"In their attempts to guide marketing decisions, Corporate America has not been holding back. From surveys, bribes and video documentaries, marketers are desperately trying to get an in about their potential customer's psyche and markets. Basic marketing will continue to attempt to expand a company through strong brand presentations. Marketing helps establish the brand and the company. A strong brand contributes to the success of the company because it gives people an intellectual and emotional connection to the company."

Tags:buzz-marketing, services, awareness, communication, 4p

Abstract
In this article, the writer identifies the differentiations between Virgin Atlantic Airways and British Airways. The writer examines what factors contributed to Virgin Atlantic Airways success within a short period of time. The writer then looks at what other competitors in the field of big business airliners are doing to counter this success. The writer discusses research relevant to Virgin Atlantic Airways and its rival competitor, British Airways, to develop relevant insights concerning awareness, brand loyalty, customer's perception, brand equity and brand value. An evaluation of the respective operations, facts and figures of these airlines serves to offer an overview of how Virgin Atlantic Airways carries and handles the reputation and sensitive balancing act to find a niche for its own brand.

Outline:
Abstract
Table of Contents
Introduction
Statement of the Problem
Purpose of Study
Importance of Study
Scope of Study
Rationale of Study
Overview of Study
Review of Related Literature
Summary and Conclusion

From the Paper
"There is a play element as well, which was one of the findings of the Virgin team: passengers like games. So the 'Den' section includes a pool table, retro video games (obviously beloved of middle-aged male passengers who have achieved financial success), plus films, and tv sports coverage, all viewed from extra-deep sofas. The quality of furniture and materials throughout is impressive and well chosen, giving distinct identity to very different parts of the facility, for example the spa facility. This is an unusual interior; aptly contemporary, it doesn't conform to the pattern of dilute modernism of much airport design, but nor does it fall for the antique look so beloved of British hoteliers when it comes to offering luxury services. Richard Branson must be pleased with the increase in passenger numbers the Clubhouse has helped to generate. For us ordinary mortals, we can only hope that the Formula One standards achieved here (with a price tag of [pounds sterling]11m) somehow rub off on the travelling experience for those of us in carriage class"."

Tags:carrier, corporate, management, goals, flying

Abstract
This paper examines the effects of advertising and marketing of certain brands on the consumer audience. Trademarks are designed to identify a product and are an important factor for a product's brand image. This brand name in terms of sign, symbol or design or a combination of these is used to identify the goods and services of a particular product. Brand switching takes place in instances when the consumers are educated and well read. The more educated the public the more likely the chance of brand switching. The writer of this paper focuses on the Indian market, which is aware of the many branded products that are universally available. The potential of rural demand in India today is tremendous and requires to be tapped. This paper delves into the workings of the Indian economy which was opened to foreign multinationals in 1992. This paper discusses the impact of the Indian government lowering the duty tax on various imported goods to ensure that they compete well alongside goods produced by Indian companies. This paper also examines the use of operation resource groups, whose duty is to determine the demands for products of each category and present it to various companies so that they can make a proper decision with respect to the national demand for their product.

Table of Contents:
What is a Brand Image?
How Does Brand Switching Take Place?

From the Paper
"Recently, the penetration of Audio, Video visuals and the print media has penetrated well into the rural market in India. Moreover the general level of education of the public has improved making them exposed to these print and visual medias. The constant reverse flow of Industries from cities to the towns and villages in some cases has made the rural youths more aware and rich financially. In fact this has created a rural demand for many fancy products in India. The potential of rural demand today is tremendous and requires to be tapped. The Indian Economy was opened to the foreign multinationals in the year 1992 and finding the rural demand potential the foreign companies clamored to come to India in a big way. The penetration of Information Technology into the Indian rural market as well as the city youth have also generated a market which is in a constant state of flux as regards brands."

Tags:business, marketing, advertising, consumer, behavior, operation, resource, groups, org

Abstract
This paper examines ten articles on the subject of brand management in the Japanese hotel industry. It looks at brand management as an important part of most marketing activities and its importance to the hospitality industry. The paper also looks at the importance of building brand awareness, image and loyalty.

From the Paper
"Brand management is an important part of most marketing activities and can be particularly important in the hospitality industry. This research examines ten articles and their ..."

Tags:brand management, Japanese hotel industry, hospitality industry

Abstract
This paper discusses the role of marketing in organizations, how marketing is used to create identities and brand awareness. Particular emphasis is given to the new and innovative marketing tools found in the world of the Internet and the opportunities for ever more selectivity of audience. Information as a marketing device as accessed and collected through the Internet is discussed in terms of behavioral marketing.

From the Paper
"Marketing is nothing more than figuring out how to create a desire or an affinity for something on the part of a consumer, a connoisseur or simply a viewer. It is not even necessarily confined to the necessity of elevating sales. That said, it has been thus defined by several parties as nothing more than, "the series of activities that generates interest in your products and services"(Wilson, 2004, para.1) and the sum total of communications programs meant to achieve a desired result (Corder, Deasy & Thompson, 1999, para.1). While the personal observation of what marketing is and the two given definitions of marketing are all equally valid, marketing is more often defined by its many differing conceptions than by one set of defining characteristics."

Tags:marketing, internet, behavioral

Abstract
The paper explains that co-branding began as "product placement" in movies, and has moved into every medium as a major form of advertising. The paper reviews the process whereby a co-branding campaign is developed, and explains how co-branding delivers a message to consumers, noting critics' objections over exactly this point. The paper provides numerous examples of how co-branding is used on the internet by ISPs, and on the world wide web through various web sites. The paper analyzes Tribal Voice's product, Pow Wow, as an example showing how software can modify the appearance of a web site to match another brand's appearance. The paper identifies potential problems with co-branding. In conclusion, the paper finds that co-branding is like any other advertising technique in that it should only be used with a great deal of forethought. Table of Contents Introduction: What is Co-Branding How Does Co-Branding Work Co-Branding on the Internet and World Wide Web The Bad Side of Co-Branding

From the Paper
"Co-branding has been around as an advertising technique for many years under another title, that of product placement. The most familiar use of it is in the movies and on television where it's not at all uncommon to see several products co-branded. Many critics of co-branding also call this technique subliminal advertising. "For example, one is watching a movie, which of course become the platform upon which the co-branding is built. The characters are engaged in some ordinary activity but at the same time they are using as "props" branded merchandise of some company or in many cases, several companies. For the sake of discussion say they are eating lunch at a McDonald's or a Wendy's. "Automatically the restaurant becomes a co-brand with not only the movie title but the production studio as well. If they happen to be consuming for example, a Coke, this becomes yet another co-brand in the mix. Suppose there is a cell phone with its product name viewable this prop too becomes a co-brand. And on and on the list can go to the point that there can be almost any number of co-brand products seen in the scene."

Tags:advertising, consumer, awareness, subliminal, appearance

Abstract
The paper provides an overview of branding and green marketing, explaining how many companies are positioning themselves as being eco-friendly and aware of how their products impact the environment. The paper then offers a review of the book, "Green Marketing: Opportunities for Innovation" by Jacquelyn A. Ottman.

Outline:
Branding Overview
Fundamentals of Branding
Green Marketing: Opportunities for Innovation

From the Paper
"By definition a brand is the main foundation of the identity of a company, regardless if the company is producing products or selling services. Advertising and marketing strategies on the part of companies are based on the value of branding over time. A case in point are the many efforts of companies to create brands and companies identities that show they are eco-friendly in the development of their products and services. This is called "green" marketing (Darnall, 2008) because these branding campaigns are based on how they preserve the environment. There are many companies that are adopting green marketing, from Toyota with their hybrid cars to General Electric with their halogen light bulbs, many companies are positioning themselves as being eco-friendly and aware of how their products impact the environment."

Tags:consumers, environment, corporate, social, responsibility

Abstract
The paper provides the background of Blue Nile and conducts an environmental scan of the company. The paper highlights how new strategic priorities are needed to remain competitive in this increasingly challenging environment and presents three alternative and complimentary strategies for innovating customer experience, increasing product expansion and improving brand awareness. The paper offers an implementation plan, a review of the forecasted financials and a breakeven analysis as well as a look at the key success factors involved. The paper includes numerous graphs and tables as appendices.

Outline:
Executive Summary
Company Background
Environmental Scan
Strategic Choice and Evaluation
Implementation Plan
Key Success Factors

From the Paper
"Blue Nile, Inc was founded in 1999 by Mark Vadon and Ben Elowitz, formerly of Fatbrain.com, and is located in Seattle, Washington. "Blue Nile is a publicly traded company listed on the NASDAQ under the symbol NILE" (Reuters, 2011, para 1). Blue Nile Inc is a global leader in the online retail jewelry industry. "Blue Nile, Inc. and its subsidiaries operate as an online retailer of diamonds and fine jewelry worldwide" (Yahoo Finance, 2011, para. 1). "It has three wholly owned subsidiaries: Blue Nile LLC, Blue Nile Worldwide, Inc., and Blue Nile Jewellery, Ltd. It derives its revenues through three websites: www.bluenile.com, www.bluenile.ca and www.bluenile.co.uk" (NASDAQ, 2011, para. 2).
"Blue Nile's mission is to be the "world's premier specialty retailer of jewelry by offering consumers high quality products at compelling values through an empowering shopping experience" (Blue Nile Inc., 2011, p. 5). Mission statements describe the desired end-state and incorporate the guiding principles and core values of the company. The mission is a big picture statement of what the organization wants to become, an intuitive picture of an end state. "To accomplish this mission, Blue Nile focuses on three fundamental goals: to provide an unparalleled shopping experience for our customers, to foster an environment of excellence among our employees and suppliers, and to create long-term value for our stockholders" (Blue Nile Inc., 2005, p. 3)."

Tags:customers, product, brand, awareness, prices, inventory

Abstract
This paper explains that children react to advertisements similarly to the way adults react (1) by absorbing subconsciously sensory data, such as slogans or jingles, and (2) by associating certain emotional responses with certain products; however, children, especially young children, do not possess cognitive skills sufficient to understand fully the impact of advertising on their impulses. The author points out that three children frequently peppered their interviews about products, which the children had seen advertised recently on television with "I want..[a specific brand]..", demonstrating that television commercials stimulate the consumer instinct and create brand awareness. The paper relates that advertising draws children's attention away from those products that are not advertised on television.

From the Paper
"Advertising does create awareness of products that the kids might not have otherwise known about. The nine-year old, for example, said, "Oh, oh, I want the Barbie radio!" When I asked her if any of her friends had the product she said no, that she just saw it on television. Wanting was expressed linguistically and straightforwardly by all three children: all three used simple language to convey that they coveted or craved items they had seen on television. Even negative responses to television commercials were expressed through language of "wanting." A few of the three children used the word "need" in conjunction with what they had seen on television, except for the nine-year old who said that she "needed" some accessory toys for her doll, but not because she had seen them in a commercial. The twelve-year old, when talking about the Play Station commercials she had seen said that she "needed" to get a new game console because hers was old."

Tags:gender, brand, wanting, cognitive, sensory