| Papers [1-15] of 100 :: [Page 1 of 7] | | Go to page : 1 2 3 4 5 6 7 —> | Search results on "BRAND TRUST": |
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Brand Trust, 2002.
Examining how the concept of brand trust has impacted consumer markets.
640 words (approx. 2.6 pages), 4 sources, MLA, $ 22.95
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Abstract
Brand trust is a very important part of the American marketplace. When consumer develops a trust or loyalty for a certain brand they may use that brand for the rest of their lives. The drive to create these lifetime consumers convinces firms to spend millions to advertise and develop new products. This paper reviews and analyzes the literature on the subject of brand trust and the impact that brand trust has on the marketplace.
From the Paper
"According to an article in The Chief Executive a brand is ?a guarantee of a certain quality or aesthetic experience extended by a firm to its customers?Firms placed their brands at jeopardy every time they breached their implied contract with customer expectations.?(?Brand Blowout?) The article asserts that when a customer trust the quality of the brands that they purchase the company that produces the brand must ensure that the quality of the product is maintained. When a company fails to do this customers? may choose to abandon the brand and purchase brands that are produced by competing firms instead."
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Brand Health Audit Exercise, 2008.
This paper discusses a brand health audit exercise of the Research in Motion (RIM) brand.
1,935 words (approx. 7.7 pages), 2 sources, MLA, $ 61.95
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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."
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Brands in the Automobile Industry, 2007.
This paper provides a case study on Audi and demonstrates the importance of brands in the automobile industry.
13,138 words (approx. 52.6 pages), 34 sources, APA, $ 249.95
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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."
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Life Insurance and Trusts, 2004.
A look at the phenomenon of combining life insurance with trusts to provide better family financial security.
2,512 words (approx. 10.0 pages), 7 sources, MLA, $ 76.95
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Abstract
Life insurance and trusts are two financial arrangements that provide security to the family and living relatives of the owner of a property or trust. This paper looks at insurance and trusts and how these can be used for better financial security and risk management.
Introduction
What is a Trust?
Elements of Trusts
Determining a Trustee
Types of Trusts
Inter Vivo Trusts
Testamentary Trusts
Unit Trusts
Purpose (Objectives) of Trusts
Life Insurance Trusts
Benefits
Drawbacks
Trusts and Case Law
Conclusion
From the Paper
"Financial risk management is an important concept in the field of management. A person with an established business, occupation or source of income can suddenly take ill, resulting in the loss of that income which depended on him to generate. This can be a serious loss for him and others who depend on the income. There are two financial instruments which are available which can continue to provide to him or his dependents financial compensation or income based on his previous investments. For monetary investments which had been paid on regular intervals, there is the instrument of life insurance. For property owned, there is the instrument of trusteeship. [Trusts & trustees 2003]."
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Branding and Two Israeli Products, 2002.
This paper discusses branding and its application in two Israeli companies, including the use of urban space for advertising via the method of advertising on buildings and on billboards.
7,405 words (approx. 29.6 pages), 14 sources, $ 163.95
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Abstract
This paper compares the background and marketing programs of two companies operating in Israel: the Neviot mineral water company, an Israeli company, which is an aggressive marketer; and the Buiron homeopathy company, a Belgian company, which is a more traditional marketer. The author points out that Neviot was one of the first companies to adopt the advertising-on-building media by showing a huge bottle of mineral water painted on the wall of a thirty-six-story tower building located next to a freeway. This paper states that advertising on buildings is a form of urban decoration.
Table of Contents
Introduction
Branding and Space - Theoretical Background
The Meaning of Branding
Branding and its Ramifications
Consumer?s Perspective
The Firm?s Perspective
Branding Approaches
Individual Product Brand
Family or Blanket Brand
Company Brand
Distributor Brand
Licensing
Brand Image and Perception
Marketing
Penetration
Market Development
Product Development
Diversification
The Art of Brand Construction
The Myth of Brand Loyalty
The ?Neviot? Company
The ?Boiron? Company
Background
Main Groups
The Products ? Strengths and Weaknesses
Strengths
Weaknesses
The End Consumer
The Market Characteristics
The Development of the Market and Estimate of the Market Size
Marketing Strategy
General Strategy
Entering the Market ? General
Activity When Entering the Market
Survey
The Salesmen Force
Sales Promotion
Medical Reliability
Professional Advertisement
Summary and Conclusions
From the Paper
"A brand is a name, concept, sign, symbol, example, decoration or combination of the aforementioned designed to identify the goods, products or services of an individual seller or a group of sellers, and to differentiate between these products and those of the competition. Brands shape the image and ?personality? of the product, lending it features perceived as having overall quality by the consumer when they evaluate it against another product. Coca Cola is the name brand of a soft drink. There are several parameters used to assess soft drinks (taste, color, texture) but the manufacturer brands the name Coca Cola so that consumers can classify the drink in a certain category that provides it with perceived features beyond the regular ones. When consumers purchase Reebok sneakers, they are not only purchasing shoes but shoes along with the added value derived from the name. As a result, consumers are prepared to pay much more for Reeboks than for regular shoes."
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Product Branding, 1999.
Examines the importance of product branding and how this influences customer's choices & loyalty. Looking at brand personality, cult brands, retail and high fashion branding.
2,250 words (approx. 9.0 pages), 8 sources, $ 79.95
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From the Paper
"Introduction
Manufacturers and retailers commit significant resources into creating a particular association for a product in the minds of consumers. For some products, the goal is to have consumers consider a particular item the best; for others, the goal is to be the most economical. This association is created through the use of brands, which encompass not only the name of a product, but also particular characteristics which may well be independent of the product category as a whole. Through this differentiation process, the manufacturer and retailer hope to capture and maintain a larger market share. In recent years, attention has been focused on the brand personality, which can be considered the psychological aspects of a particular brand. Creating, maintaining and even modifying a brand's personality is now deemed by some to be.."
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Marketing: Co-Branding, 2006.
An analysis of the use of co-branding as a marketing technique.
1,669 words (approx. 6.7 pages), 3 sources, MLA, $ 54.95
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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."
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Bally Total Fitness - Branding, 2006.
This article shows a study of the company and the brand name of Bally Total Fitness.
1,218 words (approx. 4.9 pages), 5 sources, MLA, $ 41.95
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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)"
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The Effects of Brand Switching, 2006.
This paper discusses the pro and cons of brand switching whether in products or services, as well as the effects on the consumer and the manufacturer.
2,127 words (approx. 8.5 pages), 4 sources, MLA, $ 66.95
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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."
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Trust Can Make or Unmake Organizations, 2005.
An explanation that lack of trust, and lack of understanding about how trust operates, can impede economic activity and erode quality of life.
2,098 words (approx. 8.4 pages), 4 sources, MLA, $ 65.95
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Abstract
The paper explains that trust is a key enabler of cooperative human actions. The writer shows that the intensified studies on trust in many relevant fields, in effect recognize the importance of cooperative behavior to the success of any human endeavor and, consequently, to the success or failure of an organization. The writer describes how it was found that trust leads two other basic mechanisms by which such cooperation can be achieved in human behavior, the other two being power and the market. In conclusion, the writer cites examples where trust of employees has brought about innovation and improved economic efficiency. The writer states that the lack of trust can have adverse consequences.
Table of Contents:
Trust
Socio-Economic View
References
From the Paper
"When Hong Kong was scheduled to revert back to China on July 1, 1977 under an agreement signed between the British and the Chinese in 1984, there was great concern and fear among the populace of Hong Kong. The handover was announced to the world at least five years before. So during this entire period, the thought uppermost in people's mind was: What will it be like when the People's Liberation Army or the Red Guard, in whose hands the blood of the 1989 massacre in Tiananmen Square was still fresh, cross the border bridge at Lo Wu?"
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Cultural Dimensions and Brand Imaging, 2002.
A proposal to examine the nature of brand imaging and its impact on E-business and the role of cultural and socio-economic factors on brand imaging and performance.
3,317 words (approx. 13.3 pages), 27 sources, APA, $ 94.95
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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."
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Preserving the Ben & Jerry's Brand, 2008.
This paper examines Unilever's acquisition of the Ben and Jerry's brand.
2,628 words (approx. 10.5 pages), 7 sources, APA, $ 79.95
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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."
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Marks and Spencer: Brand Stretching, 2005.
A study examining the Marks and Spencer brand (M&S), to show whether or not M&S can stretch their brand onto new areas.
16,388 words (approx. 65.6 pages), 36 sources, MLA, $ 249.95
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Abstract
This study revolves around examining whether the Marks and Spencer brand can be extended onto new products and services. In order to carry this out, the paper first examines the current state of knowledge and theory in the field of brand extension, defines the Marks and Spencer brand in the company's own terms, and defines the brand from the general public's perspective. Finally, the paper reconciles the two points of view in order to evaluate the possibility of extending the brand onto a selection of proposed products and services.
Table of Contents
Introduction
Background
Statement of the Problem/Research Question
Purpose of the Study
Importance of the Study
Scope of the Study
Rationale for the Study
Objectives for the Study
Limitations of the Study
Overview of the Study
Review of Related Literature
Methodology
Research Design
Data Analysis ANALYSIS OF THE DATA 40
Summary, Conclusions, Recommendations
From the Paper
"While this study allows for a better understanding of Marks and Spencer, there is a deeper significance to the issue as well. There are many companies that have been involved with brand stretching, and some have been more successful than others. By utilising a study such as this one, companies that are considering brand stretching in the future can have a better idea of whether their idea has merit and whether brand stretching might work for them. Every company is different and has specific issues that must be dealt with if they choose to stretch their brand, but studies such as this one can lend credibility to the issue and help to show what kinds of things should be looked at when companies consider brand stretching."
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Trust, 2002.
This paper discusses and explains the concept of trust.
1,930 words (approx. 7.7 pages), 2 sources, APA, $ 61.95
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Abstract
This paper is an illustration of the different aspects and concepts existing in context to the popular perspective on trust. The author looks at trust by analyzing two works by Martin Hollis, "Trust Within Reason" and "The Philosophy of Social Science: An Introduction". The writer investigates generalities and historic interest in the issue of the perspective on trust, trust in relativity to society, complexity and harsh realities in context to trust.
From the Paper
"One of the most wide and diverse scopes of study that the human race has ever set out upon is apparently that regarding the human brain, particularly in regard to the source within humans of emotion, of sentimentalities and feelings such as love, trust, fear and animosity, the reason for this diversity being that no one has, till today, come upon a concise and assertive theory as to the implications of these feelings.
That is to say that, although the feeling meant to be depicted via the emotion is clear but, however, what is not clear is the reason inherent to the implementation in the first place. There has been an increasing interest in the social sciences in recent years in explaining trust."
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Personal Trust and Self-Confidence, 2008.
This paper describes a personal experience in which a person, Steve, whom the author trusted, has let him down and how this occurrence affected the author's sense of personal trust and self-confidence.
1,400 words (approx. 5.6 pages), 2 sources, MLA, $ 46.95
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Abstract
This paper relates that, in terms of self-concept, the author of the paper learned from his altercation with Steve that his self-esteem was directly impacted by the loyalty of others, which he had never sensed before in other similar experiences. The author realizes that he too often makes sweeping generalizations about others, possibly caused by his desire to trust without hesitation, which has led to many instances of disappointment that affected his self-esteem. The paper relates that this epiphany has given him a great deal of personal strength. The author states that, instead of viewing the situation as a new generalization that no one can be trusted, he was able to see that he can always trust himself to get done what needs to be done. The author underscores that, in terms of Steve's behavior, while many people try to follow the social rules around them, some are unable to actually handle the relationships with others thus they inflate their own self-concepts.
From the Paper
"At this point, I had stopped searching for a used car. I had utmost confidence that Steve would come through, despite his recent lapses in communication. Another week passed, and I received no word of my car. I decided to call again. There was no answer. I began to realize that there never actually was an answer--only the answering service. I called and called. I became desperate. School was about to begin and I had no vehicle and no supplemental income. I had been waiting for Steve...but, who was Steve? In the end, Steve did call me back. It was over a month later that I received the call, only to be curtly chastised for my annoying requests."
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