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(2008, 5000 words)
The paper examines the potential value of the so-called orphan brands that, after being sold off or discontinued, get rejuvenated and regain popularity and profitability. The reasons why big companies sell these brands are explored accounting for the new success of the orphan brands.
(2006, 4000 words)
The paper examines brand strategies of Nokia reporting on their brands' history, reviewing the methods of brand evaluation (Holistic Model and Interbrand Model), and evaluating the company's current market position and brand status. Recommendations are offered concerning the strategies of Nokia's brand positioning.
(2006, 2500 words)
The paper reviews the theory of branding providing definitions of brand, discussing the benefits of branding and the role of branding in international marketing. Types of branding decisions are identified including national vs. private brands, single vs. multiple brands, local vs. worldwide brands, etc. Factors behind branding decisions are outlined.
(2006, 2500 words)
The paper examines the features of the teenage market with respect to branded clothes revealing the motives behind teenagers’ buying decisions (e.g. imitation of role models) and the ways of exploiting these motives by marketers. The reasons behind the increase in branded clothing sales over recent years are discussed.
(2006, 3000 words)
The paper examines the concept of brand image in the services industry reviewing literature on the theory of brand, the definitions of services, and the issues of building and sustaining brand image for services. The marketing mix analysis of the FedEx service is conducted evaluating their effort to support and enhance the brand image.
(2006, 5500 words)
The paper examines the phenomenon of brand terrorism providing a literature review on the definitions of brand, the theories of branding, advertising, consumer behaviour, etc. Examples of spoof logos are presented discussing the causes and consequences of brand terrorism, reviewing NikeÌs experience in dealing with it, and addressing the issues of crisis management and prevention of brand terrorism.
(2006, 878 words)
The paper examines the history of the Mini car discussing the reasons behind its success and decline in the UK, its acquisition by BMW in the 1990s, the advantages and disadvantages of using existing brand names for new products, etc.
(2006, 2000 words)
The paper addresses the issues of brand image and brand awareness defining the concept of Ëbrand equityÌ, and reporting on the portfolio of individual product brands used by Procter and Gamble (P&G). The strengths and weaknesses of Ëone product, one brandÌ strategy are discussed.
(2005, 4500 words)
The paper reports on the strategy used by Nestle in restoring their negative brand image in South Africa that resulted in an international boycott of Nestle products in 1970s –1980s. The company’s measures to improve their position are discussed including their close cooperation with WHO (World Health Organization), the changes in the marketing strategy, their PR (public relations) promotion programme, the ways of creating a positive image for their subsidiary ‘Carnation’ in the USA, etc. Recommendations are offered about Nestle’s strategic development.
(2006, 2500 words)
The paper examines the importance of a brand name for marketing products and services. Theoretical approaches to branding are reviewed highlighting the opportunities of globalizing brands and analysing the example of Coca-Cola brand success. The issues of operating under different brand names are addressed discussing language and cultural barriers.
(2006, 3000 words)
The paper looks at the phenomenon of counterfeit brands and tries to understand if counterfeiting is always harmful, both in terms of the bottom line and the brand value, to the original luxury brand. Drawing upon relevant academic research on the subject and personal reflections, the author analyses both pros and cons of counterfeiting. Financial performance of some companies most subject to counterfeiting such as Louis Vuitton and Burberry is also highlighted to support the author’s points.
(2006, 22 000 words)
The dissertation investigates the mechanisms of customer loyalty discussing the value of the store image, purchase intentions, etc. Literature is reviewed on the concept of customer equity, brand equity, value equity, retention equity, customer satisfaction, the features of the retail industry, etc. An empirical study is conducted among people shopping for clothes in Oxford Street, London, to determine whether value is more important than the brand/store image in determining customer loyalty. Secondary data analysis is combined with the primary data collection (through interviews, questionnaires and surveys) and interpretation; quantitative and qualitative research methods are used. Conclusions are made about different roles of brand equity and value equity in shaping the loyalty of customers.
(2006, 2500 words)
The paper critically examines the concept of emotional branding to highlight its advantages and weak points. The author also discusses various strategies that companies can employ when engaging in emotional branding (differentiation, focused differentiation, low price etc – according to the Bowman’s Strategy Clock). Finally, remarks are made as to whether emotional branding is a sustainable model and what should be done to maintain and enhance its influence on consumers.
(2006, 2800 words)
This is a grounded theory study about unethical labour practices associated with global brands’ operations in developing countries. The research paper develops a substantive theory or at least a set of propositions explaining the wider contextual underpinnings of unethical labour practices deriving from the operations of global brand companies. The grounded theory method chosen to undertake the research necessitates theoretical sampling of global brand companies that can substantiate the phenomenon in question. Data are obtained using tertiary literature, and analysis is performed using the constant comparative method of grounded theory approach. The study methodology contributes in the development of grounded theory model of unethical labour practices associated with global brand companies in developing countries. Findings of the research paper refine understanding of the wider contextual issues surrounding abuse of labour often associated with the major global brand companies.
(2006, 2000 words)
The paper sets to examine three media organisations – Yahoo! Inc., BBC, and the News Corporation – to see on what basis they are competing. Two competitive advantage factors only are scrutinised in the work: powerful brands and intimate customer relationships. The author then analyses which is more relevant for growth and commercial success of the three companies under consideration. The paper also touches upon the challenges that each of the organisations is facing.
(2006, 2500 words)
The paper investigates the psychological roots of consumption reviewing the values communicated by brands and examining the network of brand-associated links as a group of neurons that connect during marketing communication. Psychological mechanisms of brand extension in launching a new product are discussed.
(2006, 2500 words)
The paper examines the issues of the global approach to marketing focusing on the role of international branding, identifying the reasons for using different brand names in different countries, and giving examples of companies who practice this marketing strategy.
(2005, 9000 words)
The paper examines the changing strategies of branding and packaging in the Turkish shampoo market discussing the causes of brand switching and reviewing literature on the theory of brand, international marketing, the importance of design, success factors of the brand image, packaging, labeling, environmental concerns, globalization impacts, etc. The balance between standardization and adaptation strategies is reviewed; the issues of Otaci shampoo marketing are analysed.
(2006, 3000 words)
The paper examines the concept of branding reviewing its definitions, marketers’ tasks with respect to branding, brands’ added value, examples of effective brands, the determinants of brand success, the steps of establishing brand identity etc.
(2005, 3000 words)
The paper examines the role of retail designers in creating brand images reviewing the theories of consumption, shopping and leisure, buying behaviour, retail branding, etc. and applying them to the analysis of luxury businesses using the marketing mix model. The three-dimensional delivery of brand values is discussed focusing on communication through design.
(2005, 2000 words)
The paper critically examines the approach of EURO RSCG Worldwide, a global agency network, to global brand management describing the company’s main business areas, competitive advantages, and the importance of global account management for advertising firms.
(2005, 2000 words)
The paper reports on the revival strategies of the Liverpool club Cream revealing the causes of the company’s decline, discussing their marketing objectives and suggesting recommendations in the areas of branding, marketing (7Ps analysis) and secondary brand associations.
(2005, 3900 words)
In todays world of business, branding has become a common term used by companies for marketing purposes. Every year companies spend millions of dollars developing their brand. The aim of branding is to create awareness to potential or existing customers of a companys brand and associate it with good experience. By enhancing consumer perception, companies hope to deliver a sustainable competitive advantage. This paper focuses on the leading footwear company – Nike, how the company uses branding to its target market to create differentiation and to enhance its market position. A comparison between Nike and Reebok in terms of branding strategies will also be discussed.
(2005, 17500 words)
The dissertation aims to investigate customers attitudes towards co-branded card offerings in Citibank. The review of literature provides definitions of co-branding, co-branding strategies, benefits and potential problems, affinity cards, relationship marketing, customer loyalty, theory of reasoned action, Citigroup background and market analysis, etc. The research is based on quantitative methods used for measuring attitude towards co-branded cards, in combination with qualitative methods of primary data (questionnaire) and secondary data interpretation. Conclusions are made about brand loyalty of the Citibank customers.
(2005, 13000 words)
The dissertation aims to investigate the effects of brand associated extensions on consumers perceptions of the core brand image in the UK sportswear market. A literature review covers the topics related to the theory of branding, including brand extensions, brand image, brand personality, brand dilution, etc. Types of research strategies are discussed; research methods are identified including primary data collection (a self-administrative questionnaire, a focus group interview) and secondary data collection and interpretation. Conclusions are made about the core brand capability and brand specific associations in the consumers. Recommendations are made for Nike and Reebok about their portfolio extension.
(2005, 2700 words)
The objective of the report is to discuss the degree to which a corporate brand is necessary to organizations by drawing on sufficient literatures and providing a variety of organizational examples. The report will define corporate brand as well as the five distinctive attributes of corporate brand. It also identifies the differences between corporate brands, corporate identities and product brands. A key thesis of the report is to evaluate why corporate brand is necessary to organization, which is analyzed by sufficient elements. In this report, I will use many examples and literatures to argue and prove my points.
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