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
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..."

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
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
The paper examines corporate image-building and focuses on companies that have been particularly successful in developing an image, such as IBM, Coca-Cola and the Knight-McDowell Labs' successful image for their Airborne product. The paper then points out that maintaining a good corporate image is important not just for customers but for potential employees too.

From the Paper
"Building a corporate image can be difficult. The process involves creating an image that is in keeping with the type of business in which the corporation is engaged. It may also involve seeking to appeal to potential customers. Building a corporate image is part of the process of branding. Such branding usually takes place for the company as a whole but might also involve differing images for specific products or services offered by the corporation. Employees at all levels are expected to be part of the corporate image and to promote it in word and deed. A good image is sustaining, while a bad image can be damaging even if the product is desirable, the company beneficial, and the service required."

Tags:reputation, brands, employees, customers

Abstract
The paper relates that Carnival Cruise Lines is the largest and most successful cruise line in the world. The paper provides a brief history of Carnival Cruise Lines and analyzes their image design. The paper discusses how Carnival Cruises has been plagued by a number of scandals recently, including a health scare and its controversial contract with the Hurricane Katrina relief operation. The paper considers that when it comes to the leisure industry, given the escalating cost of family vacations, many people are willing to put aside personal quandaries if their own experience is pleasurable.

Outline:
A Brief History of Carnival Cruise Lines
Image Design: Visual Identity and Integrity
Processes, Policies, Community Involvement: Building an Image

From the Paper
"A press release detailing history of the cruise line states that Carnival began in 1972 with a converted transatlantic ocean liner called the T.S.S. Mardi Gras. Given that the cruise line was later to enter into a controversial contract with the federal government to provide shelter in some of its cruise ships to Hurricane Katrina evacuees, this name seems ironic in retrospect. (Weisman, 2005) The mission of Carnival's founder Ted Arison was to make the elite mode of travel aboard large luxury vessels, a "vacation experience once reserved for the very rich," now "accessible to the average person." ("34 Years of Fun," 2006, Carinval.com)"

Tags:luxury, vessels, ocean, liner, leisure, vacation, scandals

Abstract
The paper compares and contrasts BD's Mongolian Barbeque with the P.F. Chang restaurant. The paper explains that both restaurants are based in the US, acting within the food industry, and focus on the specific traits of the Mongolian and Chinese cuisine respectively. The paper further explains that the BD brand is perceived as offering a dynamic, unconventional, imagination-supporting experience, while the P.F.Chang brand is seen as a symbol for culinary harmony, qualitative services and concern for the client's nutrition requests or needs. The paper also examines the tools these companies use for gaining customer loyalty.

From the Paper
"BD's Mongolian Barbeque's unique selling proposition (U.S.P) derives from a rather ludic profile because it lays a great stress on the idea of "interactive dining experience" (http://www.gomongo.com/) by inviting its clients to create their own stir-fry. Consequently, it targets a segment that is willing to have the initiative of its own meal while relaxing and having fun, at the same time. The idea of breaking routine boundaries and differentiating from other people who are afraid to try something new or unconventional is perfectly outlined by the company's slogans determining to action: "BDifferent! Go Mongo", "Create your own stir-fry!", "BD's is an interactive casual dining experience focused on fun, choice, control" or "You rule the experience" (http://www.gomongo.com/)."

Tags:Chinese, dining, culinary, harmony, nutrition

Abstract
This paper discusses the importance of the brand image in general, and then the process that Georgia-Pacific used to change their brand icon of the Brawny Man for its paper towels. It looks at the identification of brand name and image with the product and the emotional pull of a brand icon on consumers. The paper looks at the focus of group feedback and the importance of keeping an image current to help market share.

From the Paper
"Companies can invest millions of dollars in their brands and brand icons and most companies are reluctant to change their icon without good reason. Over the years the image of Betty Crocker has received..."

Tags:marketing, brand image, Brawny paper towels Icon

Abstract
This paper considers the Samsung case - the problem of redefining the brand image in Canada. The paper answers several specific questions on this topic.

From the Paper
"Part I. A big box and superstore are virtually interchangeable names. Big They derive their profits from high-volume sales rather than from price mark up. To sell a profitable volume they must occupy a large space and typically range in size in square feet. They are usually located near a freeway exit and use a windowless box-type building style with single-layer layout and large areas for parking."

Tags:redefining, brand

Abstract
This paper focuses on an article called "Communicating Experiences: A Narrative Approach to Creating Service Brand Image", written by Dan Padgett and Douglas Allen which discusses the topic of advertising effectiveness and the elements that are necessary and critical to achieve success in winning customers' trust and confidence. The paper discusses the authors' suggestion that many different factors and methods can affect communication and advertising to consumers.

Table of Contents:
Brief Discussion of the Article and its Concepts
The Company's Strategy
The Market that the Article Addresses and the General Marketing Theories
Customer Needs Fulfilled by the Company
Competitive Offerings and How They Affect Organizations
What Makes this Article "Great"?
Recommendations for Improvement / Information Learned

From the Paper
"From the information shared by the article, a lot of consumer needs and benefits can be the possible results. First is the goal of giving importance to consumers' perceptions whereby the services provided must meet the needs and wants of the consumers. Second is the goal of satisfying the consumers' experience of the services. The use of effective advertising methodologies can also result to narrative communication of one's experience from a service. Through different strategies and techniques, the advertisers can address the consumers' needs in their advertising methodologies, thus benefiting the consumers."

Tags:consumer, information, perceptions, marketing