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(2008, 2900 words)
The paper examines how successful the EU label would be in selling products both within and outside of the European Union. It is argued whether the EU label would replace the brand name of the product.
(2006, 12000 words)
The paper begins with a brief introduction of the different concepts of brand and some of the factors relating to successful branding before divining into the depths of the topic. This is followed by a brief and clear outline of the project aims and objective, with the main aim being to analyse how branding affects consumer purchasing decision. The author then provides a brief presentation of the project in terms of the intent and rationale. As the paper progresses into the literature review, a detailed overview of the relevant papers and books have been provided. The review starts at the very basics of branding and its functions and further progresses to take a look at some of the important concepts of brand equity and brand image. From the consumer point of view the paper looks at one of the authoritative work on the perception, learning and attitude of different customers to the brand, especially in terms of the purchasing behaviour. Following the project methodology is described in detail. The choice and explanation of the questionnaire is one of the important aspects. Moreover, the sample size of twenty five people comprising of 13 women and 12 men has been justified. This is followed by the analysis and finding section which perhaps is the most significant part of the paper. The analysis employs statistics software to present the data in graphical as well as more analytical manner. The crucial finding being that the establishment of the relation between branding and consumer purchase decision. Drawing from these finding the paper then ends in a set of implications and recommendations for brand managers to be kept in mind while dealing with the subject.
(2004, 1500 words)
The report answered the following questions: Why do retailers engage in brand stretching: Is it about more than just utilising brand equity? What are the potential positives and the potential pitfalls of conducting brand extensions? How might consumers evaluate brand extensions? What has the literature suggested and what do you think? Theory is applied to analyse the case of Virgin.
(2004, 3000 words)
The concept of Global vs. Local branding has been deeply researched and discussed by many academics and practitioners in the last 20 years, starting with Publication by Theodore Levitt "The globalization of markets" in the Harvard Business Review. However with the development of Internet the concept of branding received the third dimension: online branding. Many brands are nowadays not only global, but also globally-known online brands. However this online dimension of branding presents the opportunity for the companies to brand products and services either locally (e.g. UK) or globally for the whole world. Further in this essay the terms will be used: Online-Local branding (branding which is used for the specific country, region or groups of people which share similar attributes (for example language)) and Online-Global branding, where the same brand is being used everywhere. The aim of the following essay is therefore to critically analyse both approaches to online branding and suggest upon the advantages and drawbacks of each one. The essay will therefore start with definition of branding, continue to advantages and disadvantages of branding; online branding and will analyse both approaches to online branding.
(2004, 3500 words)
This essay analyses whether brand identity is more relevant then brand image to today's consumers. The concept of Kapferer's brand identity prism is introduced and it demonstrates how organisations perceive the importance of brand identity and brand image. The essay analyses the issue of brand image from both consumer and organisation's point of view aiming to identify interests of both groups.
(2003, 2500 words)
This paper is analysing how sponsorship influence the creation of Brand Meaning. The paper consists of the following sections: what is sponsorship, why is sponsorship used, different forms of sponsorship, means of payment and other factors. writer is taking three examples to illustrate the argument: O2 sponsorship of the England Rugby Team, Tiger Woods endorsement of Nike products or the website work done by Coca Cola as a sponsor of the Winter Olympics.
(2003, 2500 words)
This paper analyses why brands are so important for teenage consumers; identifies the changing role and importance of social influences such as reference groups for young adult consumers (15-24); investigates of what is meant by "symbolic consumption" and defines the implications of the psychological and social benefits of consumption for the marketing managers.
(2005, 12000 words)
This dissertations aims to investigate how does branding affect consumer purchasing decisions, how much consumers are prepared to pay for branded products, how important they consider price, brand or other factors during their purchasing decisions. Dissertation provides comprehensive literature review on branding, brand loyalty, brand awareness, brand equity and brand perceptions, price sensitivity and willingness to pay. Primary research in the form of questionnaire survey have revealed consumer perceptions of branded good and services, whether consumers are prepared to pay more for branded goods and other important findings. Findings of the study have been statistically analysed using SPSS software. The result finally presented a strongly positive relationship that could lead firms pay more attention to branding strategy according to the consumer buying behaviour relationship with branding.
(2003, 3000 words)
This paper looks at the ways in which discounted prices can harm brand image and other reasons why companies refuse to sell their products to retailers, which either would sell then at discounted prices or which have the "downmarket" brand image (such as supermarkets). This essay argues how such strategies affect the brand image and if they are successful in the long run. Essay also considers the grey marketing techniques, which some companies are using to overcome those issues
(2003, 2500 words)
This essay looks at the global branding, benefits of global branding, disadvantages of global branding, outlines which companies should go global and concludes with arguments of why different brand names should be used in different countries.
(2003, 5500 words)
The aim of this report was to investigate how the Haagen-Dazs was repositioned so successfully from a little know niche product to a global brand. This report used marketing, marketing communications models, segmentation-targeting-positioning framework and other theoretical frameworks (for example The Burnett and Moriarty IMC model). Apart from that report provides the analysis of global ice-cream market.
(2001, 7000 words)
This paper looks at the ways in which companies build stronger brands Through Online Communities, its opportunities and threats.
(2003, 2000 words)
This paper describes the concept of corporate identity and then sees what makes it be so complex and the paradigms and issues that it generates. Finally it demonstrates why those issues need to be solved and how useful corporate identity can be within an organisation.
(2003, 3000 words)
The aim of the following research paper is to critically analyse the role of marketing communications in building and sustaining the brand image for consumer and business orientated products.
(2003, 600 words)
(2004, 2000 words)
This research proposal intends to investigate the spam (Unsolicited or "junk" e-mail) phenomenon and its affect upon the brand image of products and services. Spam has been the very serious issue for many advertisers and general public in the recent years. According to anti-spam web sites, "Spam is flooding the Internet with many copies of the same message, in an attempt to force the message on people who would not otherwise choose to receive it". The aim of the proposed research is to investigate how spam affects the brand image of the product. Based on the findings of the study researcher will attempt to draw recommendations to the companies on whether and how the spam should be used. This research will adopt phenomenology philosophy, induction research approach, Exploratory study research strategy and interviews as the data collection method. The proposed research is likely to be pivotal for the whole marketing community and general public because it is very original, up-to-date and relates to virtually every Internet user. Findings of the research will enable marketers to assess the effectiveness of spam which is very new and cheap marketing communications tool available to everyone.
(2003, 2500 words)
This paper firstly defines e-branding. Secondly the important of e-branding for corporations is discussed and the reason why they need to invest so many funds in brand awareness is explained. Secondly, this paper argues that Internet did not change the role and nature of branding, in contrast, brought more responsibility and a new branding approach. Finally the paper examines why and how companies need to adapt a new business strategy for the online environment.
(2003, 2500 words)
This paper analyses the Tesco's brand, How the Tesco's brand attracts customers, its market activities to retain brand strength, How the TESCO brand is positioned in relation to its competition and whether the TESCO brand over or under-subscribed. The purpose of this analysis enabled writer to discover the strength of the TESCO brand.
(2003, 11000 words)
This paper provides extensive literature review on branding, service branding, importance of services branding, difference between branding of products and services, other attributes of branding of services and suggests, based on the academic theories and studies, on how service companies can achieve strong distinct brand image.
(2003, 2500 words)
This paper analyses the reasons why do organisations change their brands. The reasons analyses are the need of update, changes in the company (.e.g. merger), Brand extensions and etc. Benefits and drawbacks of changing the brand are highlighted. Several suggestions on how to make successful brand name change are outlined. Paper is illustrated by suitable examples.
(2003, 600 words)
This essay defines (basing on the academic theories) what is meant by symbolic consumption
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