Abstract
The paper reviews the literature to examines the validity of the claim that; "The under-usage of generic medication is indeed an unfortunate finding, because the wisest course of action for the average person in these difficult economic times is to purchase generic drugs rather than brand-name drugs".

From the Paper
"In a survey of commercially insured adults regarding their perceptions of generic drugs, Shrank and associates reported that; "Insurers and policymakers encourage the use of generic drugs to reduce costs but generics remain underused. We conducted a national survey of commercially insured adults to evaluate their perceptions about generic drugs although ... percent reported that Americans should use more generics, only ... percent prefer to take generics. The under-usage of generic medication is indeed an unfortunate finding because the wisest course...""

Tags:generic, drugs

Abstract
This paper compares three dominant globally-recognized brands and ascertains the brand names' performance on influencing consumers. It specifically focuses on the brands of Disney, specifically their entrance into Europe with EuroDisney, Nike and the development of their global brand and the rapid ascension of Starbucks' as a global brand. The paper looks at the attributes of brand names and their unique market position.

Table of Contents:
Introduction
Examples of the Effects of Brand Names
Conclusion and Recommendations

From the Paper
"In conclusion, the role of the Disney brand and its decisions to allow French managers to eventually run EuroDisney, the decision by Nike to enhance and strengthen their distribution channels to strengthen their branding, and the deliberate attempts by Starbucks' to create stores that encourage social networking, team meetings and collaboration have all led to the strengthening of these brands. The role of their names, when taken into the context of the framework as defined by Keller (2000) also highlight how critical the synchronizing of multichannel management, integrated marketing communications, and distribution-specific decisions are critical to overall brand value and the continual growth of brand equity."

Tags:EuroDisney, performance, product, equity

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 discusses the Chinese market which is rapidly changing in light of the increasingly global market place. The paper states that the economic boom in China's urban areas is creating a new consumer culture where the consumer has more disposable income, which has affected consumer preferences within the Chinese marketplace. The paper states that the result is that a sophisticated Chinese consumer is emerging and foreign companies need to market to their sophisticated needs, while at the same time marketing to the general population's needs. The paper states that the most effective way for a company to build a strong brand name in the rapidly emerging Chinese market is to adapt itself to the rapidly changing Chinese culture. The paper concludes that despite the numerous challenges that the Chinese market presents, a company can be successful if it spends the time and resources necessary to gain an in-depth understanding of the local culture and the Chinese consumer's attitudes and thus becomes prepared to cope with the many unexpected intricacies of the Chinese marketplace.

Outline:
Introduction
Understanding Cultural Issues
Collective Society
Brand Perception
Language
Aesthetic Sense
Conclusion

From the Paper
"The Chinese people carry with them a strong aesthetic sense, based on their perceptions of nature. To the Chinese consumer, in general, images of the natural form are highly attractive. For example, mountains and animals are often used in association with brand names in order to create attractive brand imagery and visual displays. On the other hand, abstract symbols are not favored as they are inconsistent with the Chinese cultural preference for natural aesthetics. Further more, the marketer needs to understand that the Chinese people enjoy complicated forms and shapes and certain colors. For example, the color red is seen as being the most cheerful color and thus can be successfully used to attract people's attention. Another example is the Chinese preference for peaceful imagery, largely a result of the influence of such religions as Confucianism, Buddhism and Taoism. When a company is designing a strategy for marketing their brand in the Chinese marketplace, all of these aesthetic considerations must be made. Therefore, it is important to use specific colors and imagery in order to strengthen the brand's market presence and thus increase overall company profits."

Tags:economic, boom, Chinese, preference, traditions

From the Paper
This research examines the concept of brand equity. What brand equity is and the significance of the concept are considered in the following discussion. The ways in which brand equity is created and preserved then is reviewed. Lastly, the vulnerability of the concept of brand equity in the contemporary period is examined.

Brand Equity and Its Significance
At the aggregate-level, brand equity is defined generally as the "added value endowed by the brand to the product" (Park & Srinivasan, 1994, p. 271). Branding has assumed greater significance in recent years, as brand managers have come to "realize that after years of look-alike advertising and overcopying with me-too ..."

Abstract
This paper analyzes the primary aspects of brand influence on consumer behavior through marketing measurement tools and the psychological determinants for loyalty and usage. the paper explains that by realizing the depth and scope of the Pareto 80:20 Rule and the concept of user/usage, the consumer is greatly influenced by brand names that repetitively and historically command loyalty.

Tags:consumer, buzz, marketing

Abstract
In light of the globalization phenomenon, this paper attempts to apply Raymond Vernon's International Product Life Cycle theory to determine why and under what conditions are people more likely to buy brand names rather than their generic counterparts.

Outline
Introduction
The International Product Life Cycle Theory
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Conclusion

From the Paper
"According to Vernon's theory, introduction of the new product takes place in the highest-income, highest wage country where the products found their first demand. More often than not, this is in industrialized countries because "they have demanding consumers, scientists and engineers and high incomes". Hart (1998, p.8) is of the opinion that the inhabitants of developed countries are the major consumers of branded goods. In light of this, it is therefore safe to say that one of the conditions under which people would buy brand names of products in the introduction stage would be if they are living (and working) in a developed country."

Tags:globalisation, marketing, technology, consumer

Abstract
This paper discusses at length the challenges faced by the retail fashion industry. After a thorough overview of current issues, the paper launches into a case study of Perry Ellis, Inc., a major fashion retailer, which owns thirteen brands, including Perry Ellis, Penguin Sport and Southpoint. Perry Ellis, Inc. also licenses an additional five brands, including Nike and Tommy Hilfiger. The author explains how Perry Ellis has leveraged the brand-name familiarity to become a lucrative company. The paper also provides a case study of the Levi Strauss company, and shows its distinct branding style.

From the Paper
"In the past few decades, issues surrounding branding in the retail industry have emerged as a significant concern for retailers, consumers, and the fashion industry alike. Organizations are using branding as a strategy tool in today's business environment with increasing regularity. Although brands and branding are not new ideas, retailers are applying them to more diverse settings where the role of branding is becoming increasingly important (Wentz & Suchard, 1993). The traditional role for brands has recently reemerged as a topic of interest, as retailers are increasingly turning toward the internationalization of brands to survive in the highly competitive industry. With the growing realization that brands are one of a retailer's most valuable intangible assets, branding has emerged as a top management priority in the last decade. As a result of its highly competitive nature, branding carries a significant effect in the retailing industry as one of the main drivers influencing customer perceptions, store choice and loyalty. Thus, as an attempt to offer more to the consumer than just low prices, retailers are developing marketing strategies that build store equity and differentiate their brand."

Tags:branding, perry, ellis, levi, strauss, name, brands, brand-name

Abstract
The objective of this work is to form the stance of a young professional in an advertising agency, who has been invited to pitch a new account to study the client's brand and develop a proposed brand vision statement and rationale based on the analysis. The chosen brand is Bally Total Fitness. In this article, the writer looks at the identity and brand values of the company. The writer discusses the attributes and particular expertise of the brand. This article also looks at consumer relations of the Bally Total Fitness Company.

Contents:
Brand Vision Statement and Rationale
Objective
Introduction
Core Identity
Brand Soul
Brand Values
Point of Difference
Extended Identity
Personality-The Core of the Brand Personality
Consumer Relationships
Functional Benefits
Emotional Benefits
Consumer/Brand Relationship
Summary & Conclusion

From the Paper
"The Bally Total Fitness campaign has a unique way of reaching consumers through down-to-earth advertisements. Furthermore, their unique combination of Dynamic Personal Training and Rapid Results Diet System and the new weight management program are all utilized in the creation of an individualized fitness regimen. In another customer-centric effort Red Nova reports that "Bally's in-house creative shop, RocketScience created the "Your Bally" campaign. RocketScience collaborated with Grupo Gallegos, a Long Beach, CA-based advertising agency, to develop the Spanish-language spots."(Red Nova website, 2004) The debut of the "Your Bally" campaign was December 26. Featured are four television advertisements, three in English and one in Spanish. All focus on health and fitness concerns of various consumers. Approaching customers through common every day matters such as dress size and junk food in the grocery cart and even a man struggling to fasten his pants after weight gain incorporated as the solution by Bally is both nutrition and exercise. (Red Nova, 2004)"

Tags:consumer, campaign, overweight, health

Abstract
Brand extension is a product that carries the name of a known brand even as the new product fills a market need different from that of the parent brand. The conclusion of this paper is that the introduction of new products is an essential element of competition between food companies and that innovation definitely gives them a competitive edge. The paper shows that with brand extension, food companies found an effective strategy to reduce the risks of new product development.

From the Paper
"Such success of brand extensions is witnessed often in the food industry where, as noted earlier, innovation can make or unmake companies. From hamburgers at the start, for example, McDonald's has since included fried chicken and countless other food products in its menu to keep its lead position in the fast-food sector. KFC used the same brand extension strategy successfully by coming out with numerous food items other than fried chicken."

Tags:gauge, positioning, R&D, consumer, demands