Browse our collection of papers in
Branding
C/M/1554. Dissertation. Family branding versus individual branding
- WORDS:
- 1550
- DATE:
- 2010
- PRICE:
- 19.99 GBP
The core aim of this dissertation is to analyse the benefits of a family branding approach in comparison to the individual branding approach in the light of a firm’s stakeholders’ perception. The researcher has developed a range of specific objectives, which include: to analyse the pros and cons of both family and individual branding techniques in the context of stakeholder’s perception, to understand the strategies adopted by firms in effective and efficient brand building with respect to family and individual branding, and to recommend brand building framework in the light of key findings of the current research. This dissertation adopts a qualitative research approach. Primary data collection was through the use of a survey questionnaire with 65 respondents and secondary data collection was procured from existing literature. The dissertation compares two Caribbean based companies, St. Lucia Distilleries and Angustora Ltd with a view to analysing family versus individual branding strategies.
KEYWORDS: Dissertation, branding, stakeholders, marketing, individual branding, family branding, brand building, customer relationship management, CRM, St. Lucia distilleries, angustora Ltd,
C/M/1553. Dissertation. An analysis of brand, celebrity and consumer behaviour: a case study of Virgin Atlantic, Richard Branson and customers in Nigeria
- WORDS:
- 17000
- DATE:
- 2010
- PRICE:
- 179.99 GBP
This dissertation attempts to investigate the congruence between the brand, the celebrity and consumer buying behaviour with particular reference and emphasis on Virgin Atlantic, its CEO Richard Branson and its customers in Nigeria. The dissertation begins with a survey of necessary literature on brands, celebrities, celebrity endorsement and consumer Behaviour. An exploratory study is done by the use of the both quantitative and qualitative research method. Key respondents were Virgin Atlantic passengers in Nigeria. Questionnaires were distributed over a span of seven Virgin Atlantic flights departing from Nigeria. In this research, two research hypotheses were formed and tested. They are: the name Richard Branson gives additional value to the Virgin Atlantic brand as perceived by its customers in Nigeria and the purchase decision of Virgin Atlantic customers in Nigeria is linked to Richard Branson's association with the Virgin brand.
KEYWORDS: Dissertation, Virgin Atlantic, Richard Branson, air travel, Nigeria, brand, consumer behaviour, brand loyalty, celebrity endorsement, brand association, customer loyalty, brand personality,
C/M/1524. Metabical: Pricing, packaging and demand forecasting recommendations for a new weight loss drug. A Harvard Business School case study
- WORDS:
- 1750
- DATE:
- 2010
- PRICE:
- 19.99 GBP
An analysis of the Harvard Business School case study, “Metabical: Pricing, packaging and demand forecasting recommendations for a new weight loss drug,” by John A. Quelch and Heather Beckham. This report looks at previous research undertaken in relation to a new dieting product manufactured by Cambridge Sciences Pharmaceuticals. A particular focus is on the packaging and pricing decision process, drawing on information relating to competitors as well as previous research. This report also offers strategic recommendations for the future. Background analysis, problem statement, problem analysis, identification and evaluation of alternatives and strategic recommendations are all provided.
KEYWORDS: Marketing, packaging, pricing, product placement, Harvard, case study, Metabical, strategic analysis, Cambridge Sciences Pharmaceuticals, CSP,
C/M/1523. Flare Fragrances Company Inc: Analysing growth opportunities. A Harvard Business School case study.
- WORDS:
- 2000
- DATE:
- 2010
- PRICE:
- 29.99 GBP
This paper studies the Harvard Business School case study by John A. Quelch and Lisa D. Donovan entitled, “Flare Fragrances Company inc: Analysing growth opportunities”. The company manufactures perfumes for women and faces a growth challenge in a difficult economic environment. CEO Joely Patterson outlines two growth opportunities for her marketing staff to evaluate. In helping Patterson to assess the opportunities, the marketing team must consider a wide range of factors, including brand management, consumer demographics, and positioning and pricing issues. Using background analysis, problem statement, problem analysis, identification and evaluation of alternatives and strategic recommendations, the key topics include product line management, product positioning, and new product launch.
KEYWORDS: brand management, product positioning, growth opportunities, Flare Fragrance, Harvard, case study, product launch!,
C/M/1482. Branding Strategy of Nike
- WORDS:
- 2100
- DATE:
- 2010
- PRICE:
- 29.99 GBP
The paper looks at the brand strategy of Nike describing the company’s position in the sporting goods market, and examining the emotional and functional features of the Nile brand including the brand’s symbolic meaning, brand loyalty, brand awareness, etc. Conclusions are made about the value of the brand asset for the company.
KEYWORDS: Nike, branding, brand loyalty, brand awareness, brand value,
C/T/130. Literature review on destination marketing and destination branding
- WORDS:
- 2250
- DATE:
- 2010
- PRICE:
- 29.99 GBP
The paper presents a review of literature on destination marketing and destination branding (DB) defining the concept of DB and reviewing studies on the relationship between brand and image in DB, the development of a DB logo, brand image building for business tourism, communication mix for DB, and DB strategies.
KEYWORDS: Destination marketing, destination branding,
C/M/1433. Proposal. Consumers' perception of Body Shop brand after its acquisition by L'Oreal
- WORDS:
- 1000
- DATE:
- 2010
- PRICE:
- 19.99 GBP
The paper proposes research into strategic brand management and the value of brand identity. A case study of The Body Shop brand is proposed suggesting analysis of the changes in the perception of The Body Shop brand after their acquisition by the French company L'Oreal. The research aim, objectives and rationale are presented, the methodology is described.
KEYWORDS: Proposal, Consumer perceptions of Body Shop brand after its acquisition by L’Oreal,
C/M/1430. Gillette's corporate brand and marketing communication strategy
- WORDS:
- 3850
- DATE:
- 2010
- PRICE:
- 39.99 GBP
The paper examines brand components and tools of brand communication used by Gillette reviewing the history of their corporate brand, analysing the role of their marketing communications strategy, and discussing the ways used to maintain relationships with the target customers. Recommendations are suggested about the options for improvement Gillette’s marketing communication strategy.
KEYWORDS: Gillette, corporate brand, marketing communication strategy,
C/M/1366. Marketing communication strategies of global luxury brands
- WORDS:
- 2200
- DATE:
- 2010
- PRICE:
- 29.99 GBP
The paper looks at the theory of brand reviewing brand definitions, examining attitudes towards luxury brands in different countries (China, Mexico and France), discussing communications strategies of global luxury brands (i.e. Chanel, Louis Vuitton, Hennessey, Tiffany, and Burberry) and comparing them to the marketing communications strategy of Chivas Regal.
KEYWORDS: Marketing communication strategy, global luxury brands, Chanel, Louis Vuitton, Hennessey, Tiffany, Burberry, Chivas Regal,
C/M/1346. Value of brand communities for marketers and consumers
- WORDS:
- 2100
- DATE:
- 2010
- PRICE:
- 29.99 GBP
The paper looks at the importance of a strong brand for the competitiveness in the market examining the scope and significance of brand community. The concept of brand community is defined arguing that companies with a developed brand community are less affected by economic downfall, and discussing examples of Apple Inc, Red Bull, HP and Mini Copper Club.
KEYWORDS: Branding, marketing, brand community, Apple Inc, Red Bull, HP,
C/M/1335. Contribution of packaging to brand success: marketing mistakes that can be avoided
- WORDS:
- 7150
- DATE:
- 2010
- PRICE:
- 79.99 GBP
The paper looks at the role of packaging in the successful marketing of a brand examining how it can attract consumer attention to the product. The symbolism and the message carried by the package are explored discussing the mistakes in packaging that can cause harm to the creation of an effective brand. The elements of successful packaging are outlined with reference to the theory of brand. Recommendations are suggested about the ways to avoid branding mistakes in product packaging.
KEYWORDS: Packaging, brand success,
S/M/534. Consumers construct and make sense of the world through interpreting brands as symbols, inferring meanings to surround themselves with brands so internally they develop their self-identity. Discuss
- WORDS:
- 1900
- DATE:
- 2010
- PRICE:
- 19.99 GBP
The paper examines the effect of brands on our view of the world, society and ourselves. The issues of brand identity created by companies are addressed with regard to emotional associations that brands are seeking to build, examples of various brand symbols and “personalities” are analysed.
KEYWORDS: Symbol, brand, personality, brands perception, emotional associations,
C/M/1301. Dissertation. Performance of Chinese self-owned brands and their role in China's economic development
- WORDS:
- 11800
- DATE:
- 2010
- PRICE:
- 119.99 GBP
The dissertation examines the factors that determine the performance of Chinese self-owned brands within the apparel industry managed by the owners of small and medium-sized enterprises (SME), and the impact of self-owned brands on the economic development of China. Literature is reviewed on the features of the Chinese apparel market, the theory of brand and brand–customer interaction, the challenges faced by Chinese self-owned brands, the dimensions of brand equity, etc. The methods of the research include analysis of secondary data and primary data collected via a structured questionnaire aimed to examine the views of Chinese customers towards self-owned brands. Conclusion is made that self-owned brands are not associated with high quality products in Chinese consumers. Recommendations for self-owned brands are suggested.
KEYWORDS: Dissertation, self-owned brands, China, apparel industry, consumer attitudes,
C/M/1293. What makes a good brand name?
- WORDS:
- 850
- DATE:
- 2010
- PRICE:
- 9.99 GBP
The paper examines criteria that contribute to brand success discussing the benefits of global brand names over local brand names, and identifying the factors that determine the international success of brand names.
KEYWORDS: Global brand name, local brand name, international brand,
C/M/1291. Dissertation. Family versus Individual Branding Strategies: Stakeholder's Perspective
- WORDS:
- 14950
- DATE:
- 2010
- PRICE:
- 149.99 GBP
The dissertation compares the family branding approach with the individual branding approach in the light of company stakeholders’ perception. Literature is reviewed on the theory of branding, the models of brand building, the pros and cons of family and individual branding techniques, branding trends, etc. The methods of the research are based on the analysis of secondary data and primary data collected from case studies of Angostura Ltd and St. Lucia Distillers operating within the Caribbean spirits industry. The case studies include semi-structured interviews with the marketing managers of the two companies. Conclusions are made about the benefits of family branding, brand identity characteristics of internal and external branding, and the basis for brand building in multinational companies operating within the spirits industry.
KEYWORDS: Dissertation, Brand Building, Family Branding, Individual Branding, Angostura Ltd, St. Lucia Distillers, spirits industry,
S/M/520. Strategic Brand Management in Bright Life Company
- WORDS:
- 2800
- DATE:
- 2009
- PRICE:
- 29.99 GBP
The paper examines brand management and development in the healthy fast-food store Bright Life Company (BLC) addressing the issues related to the brand planning cycle, brand environment, brand development at BLC, etc. The company's brand strategy is evaluated, the role of marketing mix in their brand success is analysed.
KEYWORDS: Bright Life Company, brand management, marketing mix,
C/M/1276. Dissertation. Influence of Marketing on Brand Perception: Case Study of Vodafone
- WORDS:
- 11700
- DATE:
- 2009
- PRICE:
- 119.99 GBP
The dissertation investigates the influence of marketing on the perception of brand conducting a case study of Vodafone brand endorsement by David Beckham. Literature is reviewed on the background of Vodafone, the UK mobile phones industry, Vodafone’s marketing strategies, the theory of brand including brand creation and revitalisation through marketing, celebrity endorsement, etc. The methods of the research include primary data collected from a questionnaire and interviews with UK university students aimed to understand their attitudes towards Vodafone brand and its association with David Beckham. Conclusions are made about the relationship between student seniority (post-graduate or under-graduate) and brand perception.
KEYWORDS: Dissertation, Marketing, Brand Perception, Vodafone, David Beckham, celebrity endorsement,
C/M/1254. Dissertation + Proposal. How does branding affect consumers purchasing decisions?
- WORDS:
- 11700
- DATE:
- 2009
- PRICE:
- 119.99 GBP
This dissertation analyses how branding affects the customer purchase decisions. The research aim of this dissertation is to find out whether there is a positive relation between branding and customer purchase decisions. The literature review covers aspects of banking, brand image, brand personality as well as the importance of branding for marketers. Further on the literature review analyses branding effectiveness and investigates the stages of the consumer purchasing decision process. Reasons for branding failures are discussed. The methodology chapter presents primary research using questionnaire survey. Results of the survey are analysed in SPSS and presented in charts, tables and diagrams. Conclusions and discussion are presented in the last chapter. Dissertation consists of 9900 words and an 1800 words proposal for this dissertation is presented in the appendix.
KEYWORDS: Branding, Consumer purchase decision, Brand personality, Brand image,
C/M/1253. Proposal. How does branding affect consumers purchasing decisions?
- WORDS:
- 1800
- DATE:
- 2009
- PRICE:
- 19.99 GBP
This is a proposal aiming to assess the effect of branding on the consumer purchase decision. The research is conducted outside a shopping centre in the UK. The research will attempt to find whether there is positive relation between the positive effect of the brand and the consumer purchase decisions. It presents a detailed literature review along with the research approach and philosophy. It discusses the significance and the limitations of the research. Gantt chart presents provisional work schedule.
KEYWORDS: Branding, Consumer purchase decision, Brand personality, Brand image,
C/M/1252. Dissertation. How does branding affect consumers purchasing decisions?
- WORDS:
- 9900
- DATE:
- 2009
- PRICE:
- 99.99 GBP
This dissertation analyses how branding affects the customer purchase decisions. The research aim of this dissertation is to find out whether there is a positive relation between branding and customer purchase decisions. The literature review covers aspects of banking, brand image, brand personality as well as the importance of branding for marketers. Further on the literature review analyses branding effectiveness and investigates the stages of the consumer purchasing decision process. Reasons for branding failures are discussed. The methodology chapter presents primary research using questionnaire survey. Results of the survey are analysed in SPSS and presented in charts, tables and diagrams. Conclusions and discussion are presented in the last chapter.
KEYWORDS: Branding, Consumer purchase decision, Brand personality, Brand image,
C/M/1233. UnME Jeans: Branding in Web 2.0. Harvard Business School Case study analysis
- WORDS:
- 2800
- DATE:
- 2009
- PRICE:
- 29.99 GBP
This paper analyses “UnME Jeans: Branding in Web 2.0” case study by Steenburgh and Avery. The analysis includes the contrast of traditional “interruption” advertising model with the new Web 2.0 model of marketing communications. A diagnosis is made of the problems with Foley’s current marketing communication plan, given the changing media environment and changing consumer behaviour and what some of the benefits and risks are when involved in branding in Web 2.0. An analysis is made of the three social media options presented by Foley’s agency, outlining the strengths with a recommendation of a marketing communications plan for Foley. Finally, the emergence of Web 2.0 social media options in virtual worlds, social networking sites, and video sharing sites are analysed with the opportunities and risks they present for brands explored.
KEYWORDS: UnME Jeans, banding, Web 2.0, advertising, Harvard case study,
C/M/1232. Manchester Products: A Brand Transition Challenge. Harvard Business School Case study analysis
- WORDS:
- 2300
- DATE:
- 2009
- PRICE:
- 29.99 GBP
This paper presents an analysis of “Manchester Products: A Brand Transition Challenge” case study by Quelch and Beckham. The author attempts to comprehend the effects of the brand transition on both companies (Manchester Products and Paul Logan furniture). The paper provides a background analysis and problem statement with a problem analysis. It also includes identification and evaluation of alternatives and strategic recommendations.
KEYWORDS: Manchester products, Paul Logan furniture, Harvard case study, Quelch, Beckham,
C/M/1217. Dissertation. Impact of brand image on consumer behaviour: case study of Russian brand appeal in UK
- WORDS:
- 10300
- DATE:
- 2009
- PRICE:
- 109.99 GBP
The dissertation investigates the importance of brand image in customer buying behaviour presenting a study of Russian brand appeal in the UK market. Literature is reviewed on the theory of brand and consumer behaviour discussing brand dimensions, the criteria for brand success and failure, the role of the country of brand origin, positive and negative beliefs affecting the brand image, etc. The methods of the research include analysis of secondary data and primary data obtained from semi-structured interviews and questionnaires examining the attitudes of UK consumers and supply chain agents to a Russian PC games publisher 1C. Conclusions are made about UK consumers’ beliefs about Russian brands.
KEYWORDS: Dissertation, brand image, consumer behaviour, Russian brand, PC games, IC,
C/M/1212. Dissertation. Branding in Retail Sector: Case Study of Marks and Spencer
- WORDS:
- 10000
- DATE:
- 2009
- PRICE:
- 109.99 GBP
The dissertation examines the issues of customer retention (CR) in the context of the UK retail industry reviewing the theory of branding and offering a case study of CR practices used in Marks and Spencer (M&S). Factors affecting the company performance are identified, measures to satisfy and maintain customers are considered. The methods of quantitative and qualitative research are combined using primary data obtained from a questionnaire. Conclusions are made about the outcomes of the CR policies of M&S.
KEYWORDS: Dissertation, Branding, customer retention, Marks and Spencer, M&S,
C/B/1761. One World global airline alliance
- WORDS:
- 8700
- DATE:
- 2009
- PRICE:
- 89.99 GBP
The paper looks at the competition within the global airline industry examining the importance of corporate branding for airline alliances, particularly for the major airline network of One World. Literature is reviewed on the theory of brand, brand management, airline brands awareness, branding of airline alliances, etc. A case study is conducted using questionnaires distributed at the airport to identify passengers’ attitudes towards One World alliance. Conclusions are made about the relevant factors that should be considered by the brand managers of One World global airline alliance.
KEYWORDS: One World, global airline alliance, branding, airline networks,
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