Abstract This paper provides a literature review using five articles on the issue of brandmanagement as it relates to the hotel industry in Japan. It also looks at factors that influence the decision making process.
From the Paper "Companies who have international operations need to take into account the decision making process of consumers in the foreign markets. While this is an underlying assumption of all international marketing .."
Tags: literature review, brandmanagement, hotel industry, hospitality industry, japan
Abstract This paper examines ten articles on the subject of brandmanagement in the Japanese hotel industry. It looks at brandmanagement 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:brandmanagement, Japanese hotel industry, hospitality industry
Abstract This paper analyzes the transition of b2c versus b2b to the internet. It provides recommendations for the brandmanager 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 brandmanager 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 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 In this article, the writer notes that an effective brand strategy depends upon three components: customer relationship management, multi-channel customer management and multi-channel shopping. The writer discusses that in formulating an effective brand strategy, the management must ensure that the three components are being addressed. The writer also discusses that the strategies developed for customer relationship management, multi-channel customer management and multi-channel shopping must be integrated and this objective is met through integrated marketing communications. The writer concludes that because the different departments in an organization coordinate their marketing efforts, the duplication of efforts is eliminated and this strengthens the entire marketing program for developing strong brand equity.
Outline:
Abstract
Introduction
Literature Review
Conclusion
References
From the Paper "The current business environment is characterized by a considerable level of competitive rivalry and as a result businesses have to constantly reengineer their internal operations in order to build and maintain a competitive advantage. In this respect, a business organization has three strategies at its disposal: differentiation, cost minimization and focus. However the effectiveness of these strategies depends on effective communications between the internal stakeholders and the external stakeholders. The internal stakeholders refer to the employees and the top management while the external stakeholders are the channel members such as the customers, the distribution intermediaries and the suppliers. The top management in a business organization has to coordinate between the different stakeholder groups in order to maximize operational efficiency. This is particularly relevant in the case of international business which is characterized by differing customer tastes and preferences across political boundaries. As a result, integrated marketing communications are the critical success factors in building and maintaining a competitive advantage."
Abstract This paper reviews the history of The Comfort Zone, a single store for the last thirty years that is looking to expand, and of JCPenney, which now follows a strategy of customer interaction rather than self-service. The paper investigates strategic management for these entities in terms of restructuring, information technology, maintaining momentum, supply chain management strategy creation and implementation and branding. The paper concludes that strategy relies almost entirely on the implementation processes.
Table of Contents:
Introduction
Restructuring
Information Technology
Maintaining Momentum
Supply Chain Management Strategy Creation and Implementation
Branding Conclusion
From the Paper "One expert in strategic management research, Mintzberg, has provided several theoretical and empirical works on the subject of strategy creation and implementation, including the three prescriptive schools that deal with design, planning, and positioning. He basically deconstructed the processes related to creating a strategy that works from the analytical, top-down process to "a pattern in a stream of decisions"."
Tags: performance team, private brands, decentralized, information flow
Abstract This paper examines the hospitality industry, one of the largest industries in both global and national contexts. It looks at how the industry is composed of fifteen segments including lodging (hotels), commercial food service (restaurants and catering), institutional food service, casinos, cruise lines, travel agency services, event services, convention hosting, arena services, sport complex management, resorts, parks, clubs, tourism and transportation services related to the other segments of the industry. It show how this complex industry accounts for more jobs, sales and tax revenues than any other single industry in most countries and how the segments of the hospitality industry are interdependent and rely on one another for overall success.
Outline
Introduction
Defining Hospitality
Importance of Industry
Structure of Text
Tourism, Travel and the Hospitality Industry
Status of the Industry
Importance to Hospitality
Agency Relations Trends
Property Development
Development
Design
Acquisition and Financing
Creating Value
BrandManagement Franchising
International Operations
Tourism, Travel and the Hospitality Industry
Status of the Industry
Importance to Hospitality
Agency Relations
Trends
Property Development
Development
Design
Acquisition and Financing
Creating Value
BrandManagement Franchising
International Operations
Strategic Management Industry Relationships
External Environment
Importance of Change
Planning
Finance Management Revenue Control
Yield Management Cost Control
Financial Statement Analysis
Balance Sheet
Income Statement
Cash Flow Statement
Legal Issues
Contract Law
Liability Exposure
Diversity Issues
Discrimination Law
Employment Law
Information Management Computer Systems
Data Management Data Analysis and Application
Operational Technology
Check-In and Check-Out
Security Technology
Guest-Oriented Technology
Guest Room
Technology
Special Facilities
Operations Management Security and Loss Prevention
Sanitation Issues
Maintenance Management Energy Management Organizational Management Organizational Structure
Organizational Behavior
Organizational Communication
Organization of Work
Human Resource Management Functions
Recruitment and Retention
Compensation Management Marketing Management Planning
Strategy Development
Promotion
Sales Management Developing Customer Value
Lodging Management Food and Beverage Management Casino Management Event Management Conventions
Conferences
Resort Management Professional Standards
Codes of Conduct
Best Practices
Benchmarking
From the Paper "In 1988, tourism once again began a rise. This time, however, the crisis in the Middle East that eventually erupted into the Gulf War brought tourism to a screeching halt. When the Gulf War ended, tourism was once again expected to begin a growth phase. By that time, however, the United States had entered into another economic recession, and economic activity in most of the other industrial nations had begun to slow. At that time, recovery in the travel industry was not expected to occur until the mid-1990s."
Abstract In this paper, the writer writes of the top five business ideas acquired during a business seminar for managers: leadership, cross cultural communication, business ethics, brand image and business negotiations.
The paper explains that good leadership is the single most important factor contributing to the success of an organization. The paper discusses how successful cross cultural communication is becoming more important than ever before and how the results of unethical business practices can prove catastrophic to organizations. The writer relates that it is extremely difficult to change the brand image after it well established and knowing how to negotiate successfully will improve our interactions with customers and co-workers.
From the Paper "Good leadership is the single most important factor contributing to the success of an organization. However, most businesses focus primarily on financial results. In doing so, they miss the important fact that their financial results are actually the outcome of the work produced by the employees. The more energized and motivated the employees, the greater the chances of success for the organization.
Good leaders have always motivated their people. Martin Luther King, Winston Churchill, Gandhi and our own Silicon Valley icons such as Andy Grove and Steve Jobs have successfully motivated their followers and employees to produce their very best work. Indeed, as Twyla Dell so accurately stated of motivation, "The heart of motivation is to give people what they really want most from work. The more you are able to provide what they want, the more you should expect what you really want, namely: productivity, quality and service."
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"."
Abstract This paper discusses the advantages and disadvantages of process and product types seen in business operations management, and provides a brief explanation of where on the product life cycle each one fits. The paper highlights the importance of consumers with developing or changeable brand images. This often translates into pursuit of the young, in hopes of securing a long-term predisposition toward a brand. The paper also discusses the retail industry, which is viewed as a highly competitive and dynamic marketing environment today. Several disadvantages of the process and types are also presented.
From the Paper "In the beginning of the product life cycle, the rationale for the need for the product is established. After the need is established, the product design process is implemented. This stage of the product life cycle consists of creating brand awareness for the consumer. One disadvantage of this is that as a result of the heightened number of acquisitions and takeovers, many brands suffer irreparable harm. Other causes of lowered brand equity can be attributed to years of inconsistent advertising and agency management, generic marketing, look-alike advertisements, undistinctive products, and the proliferation of promotions (Wentz, 1993). In operations management, the importance of the product itself has received more emphasis than ever before. Consumer choice affects branding because the strategy of pulling products through the marketing channel encourages retailers to carry branded products in reaction to consumer demands. Some manufacturers also go in or brand extension, a scheme that requires adding related products to an existing stream of branded products, or developing a new line with the same brand identity. In doing so the manufacturers capitalize on the brand's reputation and identity, and consumer's choice is based upon brand preferences. This an example of an advantage of the product type that occurs during the product life cycle. Brands that attract the consumer more are termed as brand-driven purchases."
Abstract The paper looks at several articles which all take differing approaches to the discussion of performance management systems and in particular TQM. The paper shows how TQM is an excellent method to achieve consistency of brand, product or service across a diversity of markets.
Outline:
Abstract
Performance Management Systems
Educating for Decision-Making
TQM for all Organizations
From the Paper "International business relies, perhaps more so than nationally constrained enterprises, on structured methodologies that ensures operational integrity across markets. That is, international business, in order to ensure consistency of brand, product or service, must have managerial processes in place that make each division of the organization recognizable as part of the overall organization from market to market. Many international firms often choose to employ a strategic management solution such as Total Quality Management (TQM) that provides a reproducible management and quality framework that can be implemented across the entire organization."
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 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 study examines management information systems and how they are used in both company settings based on Internet marketing strategies. According to the paper, in order to look at the differences in strategies, it is important that the management information systems are addressed, but even more important that strategy and competitive advantage are addressed. The paper addresses these issues through the means of an introductory chapter that details the issue and then goes on to review literature that details a great deal of information regarding strategy and competition. The paper aims to look forward to what management information systems should have been working toward in the past based on what is taking place currently, and what is expected for the future.
Table of Contents:
Introduction
Statement of the Problem
Hypothesis
Rationale
Literature Review
Introduction
McCarthy's Four Marketing Mix Model
Porter's Five Competitive Forces Model
Impact of the Internet on Marketing Mix and Competitive Forces
Product Strategy
Pricing Strategy
Promotion Strategy
Place Strategy
Choice of E-Business Strategies
Summary
Methodology
Statistical Analysis
Data Collection
Subject Population
Conclusion
Results
Discussion
Recommendations
From the Paper "Even though asking these types of questions would not provide everything that might need to be known, the questions would go a long way toward a better understanding of what should be dealt with where management information systems are concerned and what issues the end users might have when it comes to these systems. These questions would also help management understand issues such as whether they are communicating effectively with their employees and whether employees feel as though they can talk to management."
"This may seem unrelated to the issue of management information systems, but employees that do not feel comfortable talking to management about one aspect of their job will likely not feel comfortable talking about any other aspect as well, and therefore the issue of comfort and communication relates to management information systems and many other issues that might relate in some way to the communication level that takes place between management and employees in the course of their jobs."
