Abstract
The paper relates that in 1999, Canadian Pacific Hotels & Resorts acquired Fairmont Hotels and together these two companies created an international force in the hotel and resort industry (About, 2007). The paper then reveals that since the merger of these two companies, Fairmont has been an extremely profitable brand. Based on this global presences with hotels and resorts located throughout North America as well as acquired properties in Europe, the paper concludes that Fairmont is an international brand with an established market in the luxury and business segments.

From the Paper
"Fairmont, under which Fairmont Hotels is managed, is headquartered in Toronto, Canada. In 1999, Canadian Pacific Hotels & Resorts acquired Fairmont Hotels and together these two companies created an international force in the hotel and resort industry (About, 2007). Since the merger of these two companies, Fairmont has been an extremely profitable brand. For the fiscal year that ended in 2005 the company reported revenues of $857.5m, maintained 30k employees, and recorded an 11.8% improvement in..."

Tags:fairmont, hotels, property

Abstract
The paper relates that the Ben and Jerry's brand had a philosophical and ethical foundation of a triad of product, economic and social factors. The paper examines Unilever's acquisition of this brand and highlights how Unilever's governance and compliance could not replace the ethics and shareholder trust that was inherent in the Ben and Jerry's organization. The paper explains that Unilever's need to show a profit from the acquisition does not allow the ethical ecosystem to stay intact. The paper recommends that Unilever should look at the most severe areas of weakness and work quickly and thoroughly to turn them into strengths, for otherwise, the value of the original brand acquired will be lost.

Outline:
Executive Summary
Defining Product, Economic and Social Mission at Ben & Jerry's
Lesson for Unilever: You Can Buy a Brand but You Can't Buy Trust
Corporate Social Responsibility Assessment
Conclusion and Recommendations

From the Paper
"Ben & Jerry's business model from the beginning was one of the most unique in the history of business, in that it successfully integrated Corporate Social Responsibility (CSR), commitment to product, economic and social initiatives that successfully balanced both product quality and concern for the environment while attaining profitability. In many respects, Ben & Jerry's egalitarian roots in one of the most liberally-mind states, Vermont, would eventually permeate the company during its rapid growth period and be tested as the growing pains of the company began to become apparent."

Tags:governance, compliance, ethics, mission, values-based, marketing, trust

Abstract
The paper examines Unilever's innovative management of its flagship Dove brand through a strategic initiative called "Path to Growth". The paper reveals that the "Path to Growth" initiative was based on research on customers' perceptions, preferences and motivations. The paper provides an overview of the theories and concepts of consumer motivation and identifies the five specific steps in the "Path to Growth" initiative. The paper shows how the initiative capitalized on satisfying customers in the short-term and further strengthening loyalty over the long-term. The paper contains a table.

Outline:
Introduction
Product and Brand Overview
Theory Overview
Applying the Concepts of Motivation and Perception
Conclusion

From the Paper
"Unilever made the decision to launch an additional 13 variations of products based on the Dove brand as of January, 2003 in the U.S. market (Unilever Investor Relations). Extending the brand was underwritten by a $110 million investment in marketing support (Cole, 2004) with the company publicly stating their objective of capturing 5 percent of the $1.8 billion shampoo and conditioner market (Unilever Investor Relations). Unilever claims in their investor relations material, annual reports and presentations by key executives that the company consistently delivers between 12% to 15% growth in the U.S. (Unilever Investor Relations, 2009). Unilever realized that for Dove to continue to profitably grow as a brand it would require re-positioning and an entirely new unique value proposition, which was the impetus for creating the "Campaign for Real Beauty" integrated marketing campaign that features not models, but real women from everyday life (Toane, 2007)."

Tags:customer, perceptions, preferences, motivations, Maslow, Herzberg, brand, loyalty

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 ...."

Tags:marketing research, marketing strategies, tactics, brand loyalty, customer loyalty

Abstract
The paper explores how the use of social networking applications based on Web 2.0 technologies is revolutionizing advertising and the many strategies used for generating and sustaining brand loyalty over time. The paper shows how branding is used to reinforce segmentation strategies and examines Nordstrom's as a case study of how branding can be used as an effective segmentation strategy. The paper focuses on Nordstrom's use of social networking technologies and how they are being used to further reinforce and strengthen their brand. The paper further shows how they been able to create the role of trusted advisor in retailing through the use of social networking technologies.

Outline:
Executive Summary
Branding's Revolution: Collaborating and Participating With Consumers
Creating and Sustaining Trustworthy Brands with Web 2.0 and Social Networking
Internal Collaboration Critical for Branding Consistency
Using Branding to Reinforce Segmentation Strategies
Nordstrom's Moments of Truth and Branding Consistency
Summary

From the Paper
"Today, advertising is transforming from traditional print, television and radio to a primary reliance on the Internet as the primary communications platform. Specifically the use of social networking applications based on Web 2.0 technologies is revolutionizing advertising and the many strategies used for generating and sustaining brand loyalty over time. In addition, there is a reciprocal relationship emerging between brandings' critical success factors globally and the increasing reliance on user-generated media including blogs, Wikis, and in the past, bulletin board systems. The growth of Web 2.0 technologies defined by O'Reilly (226) is re-ordering the dynamics of branding globally. Table 1 in the Appendix of this report provides an overview of the collection of technologies that comprise Web 2.0. Figure 1 is the map O'Reilly and Battelle created showing how both market and user dynamics are defining social networking (O'Reilly. et.al.)"

Tags:segmentation, strategies, branding, advertising, transparency, trust

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
In this article, the writer discusses that analyzing Research in Motions' brand using the ten points as defined by Kevin Keller illustrates how the PDA, cellular phone, software and services company has continually enhanced and clarified their messaging to stay relevant to their target audiences and customers. The writer notes that Blackberry faced a significant public relations challenge due to well-known cases of addiction to e-mailing; text messaging and cell phone use the device has been attributed with creating. The writer discusses that called the "crackberry" by critics, RIMs' challenge is to continually keep the brand seen as valuable and useful for the busiest of working professionals. Blackberry's initial branding efforts began relying on the technological aspects of the pagers, cell phones and Internet-ready devices and encouraged widespread adoption by creating a mystique of the Blackberry being a time management tool. The writer concludes that RIM has re-invented itself from a branding standpoint and is in the process of re-inventing its brand to be a device for keeping work and life in balance in addition to exerting more control over ones' life.


Outline:
Abstract
Analyzing Research in Motions' Brand
Brand Excels at Delivering the Benefits Customers Truly Desire
The Brand Stays Relevant
The Pricing Strategies is Based on Consumers' Perceptions of Value
The Brand is Properly Positioned
The Brand is Consistent
The Brand Makes Use of and Coordinates a Full Repertoire of Marketing Activities to Build Equity
The Brand's Managers Understand what the Brand Means to Consumers The Brand is Given Proper Support, and that Support is Sustained Over the Long Run
The Company Monitors Sources of Brand Equity
Summary and Recommendations
References

From the Paper
"In analyzing the RIM brand according to the ten attributes as defined by Keller (2000) the transition the company made away from being purely technologically driven to re-defining their identity based on the young, upwardly mobile C-level executives, company founders, and industry leaders to recapture the mystique that tuned to disdain was a complex branding strategy to implement. The need for creating an entirely new strategy for showing how the Blackberry didn't always have to lead to exceptional career performance but could also be relied on for a work/life balance for its users is also now an objective. Breaking the Crackberry reputation by showing highly successful customers and providing insights into their interesting, passionately-lived lives that also have work/life balance have created an entirely new set of values for the RIM brand as a result. Each attribute of the branding scorecard is now assessed given the transition RIM made from basing their brand purely on technology to one embracing the unique aspects of their customer base."

Tags:Blackberry, time, management, tool, cell, phones

Abstract
Creating and managing brand image is a critical part of any retail business?s overall marketing plan. Yet research is lacking that demonstrates clear correlational links between cultural and socio-economic factors and branding imaging and performance in global markets, with particular regard for Internet-based businesses. The paper proposes a study to examine and identify the assorted cultural and socio-economic dimensional characteristics of foreign markets that are theorized to affect brand imaging and performance. The study proposes to obtain and analyze data from a multinational sample of internet business managers, representing 10 countries and 25 regions within these countries, in order to collect data related to the proposed study variables. The ramifications of the study findings for businesses that market brands globally over the internet and suggestions for further research are discussed. Chapter One includes an introduction and background of the problem and a theoretical framework for the study. This section is followed by a rational for this study, the research hypotheses and definitions of key concepts. Chapter Two presents an extensive literature review of the research topic and variables involved; this includes the concepts of brand image development, image branding strategies, cultural and socioeconomic market factors and product performance in the global market. Chapter Three presents information on the study?s methodology, including research design, sample, survey questionnaire, procedures and data analysis. Results are presented in Chapter Four. Chapter Five includes a discussion of the managerial and theoretical implications of the findings and suggestions for further research.

From the Paper
"With so many new companies appearing daily on the Internet, the effective manager must develop a marketing plan that presents products to the largest possible audience of customers. This is where brand image formation comes into play, as products and brands are frequently used to express cultural principles and determine cultural categories. Since brands and products that cross cultural boundaries can lead to customer confusion (certain goods may not be valued for the same reasons across cultures), effective marketers must ensure that the values communicated by their products and brands are meaningful to customers in their target audience (Steinberg & Klein, 1998). Identifying the pertinent cultural and socio-environmental characteristics that satisfy consumer needs should help marketers choose brand image strategies that have the greatest potential."

Tags:E-tailers, World, Wide, Web

Abstract
The paper shows how the brand image of McDonald's has gone through a number of reincarnations, from stressing the fact that fast food was hot, cheap and relatively inexpensive to stressing its status as a value-based company that offers tasty food. The paper shows how McDonald's tried but could not totally reconfigure their brand. The paper explains that McDonald's could just reconfigure the core elements of the product that made it so popular in the first place and could eliminate the more objectionable elements like marketing to kids.

From the Paper
"The name McDonald's is virtually synonymous with the idea of 'branding.' The idea of McDonaldization seems to imply the standardization and Americanization of both culture and food. However, the brand image of McDonald's has in fact gone through a number of reincarnations, over the company's long history. One of the most notable shifts occurred when the company shifted from its slogan of "You deserve a break today," or "It's a good time for the great taste," to "Mmm...I'm lovin' it." "

Tags:culture, food, obesity, sport, commercials

Abstract
Discusses the image as a crucial part of a firm's marketing program. Describes the characteristics of e-commerce and the cultural and socioeconomic characteristics of foreign markets that affect brand image and performance.

From the Paper
"The new and fast growing world of E-commerce is changing the way in which the world shops, with more than 1.6 million highly competitive commercial sites doing business on the World Wide Web in the early 2001's. Given the ever-increasing..."