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
In a recent Business Week article on September 20, 2001, Pepsi Co Inc. created a line of young men's and women's apparel, footwear, and accessories that would serve not as a crude brand billboard but rather reflect the lifestyles of Pepsi and Mountain Dew drinkers. Why would Pepsi invest in such a venture even though the Pepsi icon might not be visible on these products? Do you think this marketing strategy is a trend or an effective long-term strategy?

From the Paper
" PepsiCo Inc. is best known for its soft drink Pepsi and Mountain dew and yet, over the years it has also created logo items, such as T-shirts, hats and duffel bags with the Pepsi globe design. These are part of its marketing strategy to promote the drinks in the minds of the people making the drink a part of the life of their life. But that sort of marketing has its limitations. These items can be taken to the beach but they are not a 'brand'. In today's lifestyle a brand name is what is needed to succeed. It is the brand name that grabs the attention of the consumer and retains their loyalty as price, quality etc. become associated with the name accordingly. So the logo accessories that were promoted by Pepsi may have been used but they did not create an awareness of Pepsi in any market other than that of soft drinks."

Tags:clothing

Abstract
This paper addresses the impact of rising health care costs and higher fuel costs on Ford Motor Co.'s financial problems. However, there are other major reasons why the company has faced a decade of declining sales for the past 11 years. According to the paper, these reasons include decreased consumer demand, safety problems with vehicles especially the popular SUV, and lack of pizzaz in design of new vehicles making people excited about the brand.

From the Paper
"Ford Motor Co. could have seen internal problems from its heavy burocracy back in 1995 when its ROI was 7.5 percent, not great at a time when stockholders were getting well over 10 percent return on their portfolios. From 1995 - 1999, the economy was booming. The stock market was having records broken. Gas prices were low. However, the company had internal problems. Overcapacity and the proliferation of new products keep purchase prices low. In the US and Europe, vehicle prices and declined in real terms. The average return for US auto companies has been less than two percent for the past ten years."

Tags:ford, investment, financial problems

Abstract
This paper explains that highly regarded Unilever, who owns Walls Ice Cream, already has established its line of personal care products and food offerings in China. The author reports that, in 1992, Wall's management team concluded that the China population was ripe for expansion in the ice cream market. The paper points out that, although Walls' distribution strategy had been successful in many other countries, it required serious adaptation in China because of the high costs associated with the under-developed transportation and retail infrastructure and fragmented logistics service providers. The paper indicates that these costs were passed on to consumers, who were not willing to pay higher prices for what was perceived to be a local brand. The author concludes that Walls' initial logistics start up resulted in a missed opportunity due to under-utilization of Unilever's vast business network and resources, which were already located in many other regions of China.

Table of Contents:
Executive Summary
Business Analysis
Government
Joint Ventures and Distributors
Retail Market and Consumer Culture
Conclusion of Business Analysis on Walls China
Further Points for Discussion

From the Paper
"The company retained a series of independent distributors who sold ice cream from the back of trucks to street vendors and small independent retailers in large cities. Walls coaxed vendors into selling their brand exclusively by lending more than 42,000 refrigerators for free, but later found vendors misusing equipment to store frozen products from other manufacturers, and inventory shrinkage due to freezer theft. Walls' refrigerator investment was quite sizable and due to the fact that ice cream demand in China was seasonal, the point of purchase refrigerator investment was not the most cost-effective.

Tags:under-developed, transportation, retail, infrastructure, network, reform

Abstract
This paper discusses the history of the Kellogg Company, with particular attention to its current marketing strategies. The paper examines the four Ps of its marketing strategy (price, promotion, product and placement). The paper concludes by analyzing how Kellogg's products are being managed from a marketing point of view and how this can be improved in the future.

Table of Contents:
Section 1: Description Of The Marketing Environment
Section 2: Description Of The Marketing Mix
Section 3: Critique Of How The Kellogg's Brand Is Being Managed From A Marketing Perspective

From the Paper
"On the other hand, though, the company's sluggish performance in the European and Asian markets suggests that the company's marketers are overlooking some important cultural issues that are related to either the brands themselves or another component of the marketing mix that has not been identified yet. The company is well situated, though, to take advantage of these burgeoning markets. For example, a leading food industry expert maintains that cereal is a food that can be easily translated to international markets (Bredahl 75). This author reports that the company believes its consumers' needs concerning nutrition, taste, and convenience are the driving forces for the increased acceptance of its products and that these are worldwide directions of change in terms of consumers' wants and needs (Bredahl 75)."

Tags:global, diversification, cereal

Abstract
This paper relates that the Korean-based fashion retail company, Lotte Shopping Co., Ltd (Lotte) wanted a joint venture with the Spanish-owned Inditex (Industrias de Diseno Textil) that does business as the globally popular brand store Zara (Zara); however, Zara usually preferred a market entry strategy as a wholly-owned subsidiary or franchise. With detail, the author relates the background of each company and the problems of entering the Korean fashion market. The paper looks at the steps in the negotiation and presents a micro and macro analysis of the reasons why these companies were able to enter into a successful joint venture. The paper includes footnotes with MLA-style references, and a table.

Table of Contents:
Introduction
On Zara
Backgrounder
Global Expansion Activities
Zara Today
Negotiation Experience
On Lotte
Backgrounder
Lotte's Standing
Lotte Today
Negotiation Experience
Pre-Negotiation
Negotiation
Result
Micro-Analysis
Bundling Strategy
Power Play
Macro-Analysis
Conclusion
Table: Condensed Time-line of the Lotte-Zara Negotiation Process

From the Paper
"The Korean market is composed of 49 million people. It is the 26th largest state in the word. Despite its small size the Korean market is often viewed as an attractive market for some IT companies and cosmetic companies because the Korean customers are very sensitive, demanding and expressive of their needs. That is why many companies assume the Korean market as a test bed. Therefore Korean people are fond of their market, but for Zara, Korea was not that attractive compared to the Japanese or Chinese market. While Lotte thought Korean market to be appealing for Zara, Zara in the first place was indifferent to the Korean market. "

Tags:expansion, culture, publicity, bundling, concessions

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."

Tags:leadership, communication, ethics, brand, image

Abstract
This article concerns the sexual liberation of women on one hand, and the oppression of women based on race on the other. The writer maintains that while both co-exist in a woman, the woman is being offered more and more options, and at times she is encouraged to make her own choices too. The writer discusses women and the problems that they face, whether it is the acquisition of a birth control pill that would afford them freedom from an unwanted child, or whether it is to escape from the poverty in which they have to live. The writer concludes that branding and labeling an individual as being on welfare must be stopped and today, people must learn to accept the fact that there are people less fortunate than themselves.

From the Paper
"It also became evident to women, for the first time, that they could forge an actual identity of their own, and act against the existing gender roles. Girls were being encouraged, through these all girl groups, to be advocators of their own sexual prerogatives, and to actually start courting the boy they preferred. Sexual liberation had arrived in America, and women were encouraged to even dump their boyfriends if they preferred to. To rebel was no longer a fantasy; women started to feel that they could indeed rebel against accepted social norms."
"When conservatism re-emerged during the 1970s, the fact that those welfare recipients who could avail of aid because they were unemployed, or unwed, sparked huge resentments and protests among the general public, because the feeling among the 'hardworking' whites was that their hard earned money would be paid off as welfare to a 'promiscuous black woman' with several children."

Tags:contraceptive, pill, liberation, poverty

Abstract
The paper asserts that Sergey Brin is, by any standard, one of the most successful entrepreneurs in history. The paper relates that the company he co-founded, Internet search pioneer Google, is ranked 150 in the Fortune 1000 and continues to perform well even in a down economy; more importantly, Google is one of the only brands in the world with which tens of millions of people interact every day. This paper discusses Brin as an entrepreneur in two stages: his pre-Google days, which saw Brin develop the outlook and ethos that would inform his company; and the crucial early days of Google, in which Brin's decisions laid the foundation for Google's long-term value.

From the Paper
"Sergey Brin is, by any standard, one of the most successful entrepreneurs in history. The company he co-founded, Internet search pioneer Google, is ranked 150 in the Fortune 1000 and continues to perform well even in a down economy; more importantly, Google is one of the only brands in the world with which tens of millions of people interact every day. This paper will discuss Brin as an entrepreneur in two stages: his pre-Google days, which saw Brin develop the outlook and ethos that would inform his company; and the crucial early days of Google, in which Brin's decisions laid the foundation for Google's long-term value."

Tags:sergey, brin, google

Abstract
This paper explains the credit card segment of the financial services industry. The author focuses on the Chase Card member Services (CCS). The paper discusses the problem of growth in a saturated market.

From the Paper
"In January of ..., Chase Card member Services faced some difficult challenges. The credit card was being saturated. Other companies were regrowing, but CCS was not in spite of the fact that all the players in the industry faced the same challenges. CCS had a competitive advantage based on its size. Yet, CCS faced strategic challenges including finding a way to convince customers that their credit card services were superior. The credit card ..."

Tags:case study, chase, citibank, JP Morgan, financial services industry, credit card, debit, card, co branding, competition, interest fees, technology