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(2008, 5300 words)
The paper offers a research proposal into the importance of brand personality for buying decision making. The issues of strategic brand management are discussed examining the building of brand personality through the use of integrated marketing communication tools. A literature review is provided; the research methodology is described.
(2007, 2000 words)
This paper creates and develops a brand management strategy for an imaginary company including the development of the brand name and logo. The paper explains the basis on which the brand is to be valued. It justifies the brand decisions and demonstrates the role of the marketing mix in supporting various development proposals. The paper contains a literature review on strategic brand management theory along with the evaluation of the marketing mix in the brand management process.
(2007, 11 000 words)
The dissertation investigates the effects of celebrity endorsement (CE) on consumers' buying behaviour. The review of literature touches on the theory of advertising, the theory of brand, the brand-consumer-celebrity relationship, etc. Research methods include secondary research and primary research conducted on the basis of the data obtained via questionnaires. Conclusions are made about CE effectiveness in making purchase decisions.
(2007, 5000 words)
The paper looks into the theory of brand constructing a theoretical framework of co-branding and examining its advantages and disadvantages in the service and hospitality industry. Consumer behaviour towards co-branded products is analysed; the challenges related to co-branding are outlined.
(2007, 21 000 words)
The dissertation investigates the role of brands in business. The review of literature touches on the theory of marketing, the history of brand evolution, consumer behaviour towards brands, types of branding strategies, etc. A study of branding policies is conducted using the examples of two Indian companies, an automobile company Maruti Udyog Limited (MUL) and a FMCG (fast moving consumer goods) company Dabur. Competitive strategies of both companies are analysed and evaluated. Conclusions are made about the importance of a corporate brand image for the company's success.
(2007, 6000 words)
This dissertation is aiming to examine the effect of international cosmetic brands among Chinese consumers. The thesis focuses on perception and attitude toward a single color cosmetic brand – Dior. The study uses focus group interview to measure perception and attitude toward Dior. Eight participates are invited to take part in the fieldwork. The subjects are young working class women living in Shanghai. The research result reveals that international have an impact toward buying decision making process. The further study topic is also provided in the final chapter. This dissertation has a matching proposal: C/M/608. Proposal. Success of Dior brand in China: Does the brand matter when you buy cosmetics?
(2007, 2000 words)
This essay deals with the impact of culture, innovation and other environmental factors on the development of brands and new products and also sheds light on anti globalization movements suggesting why globalization is a part of brand development yet may have adverse local implications. The analysis here is about brands and strategic marketing initiatives that seem to focus on branding and advertisements as essential parts of culture, yet as could be seen, from the study although localization within global markets will still have to be maintained within these processes in order to counter resistance to globalization. Factors such as innovation and environmental issues could affect new product development although during the actual marketing process, we bring about issues of brand management and advertising, strategic development and global markets.
(2007, 2500 words)
The paper reports on Benetton Group presenting their background, reviewing academic literature on the theory of brand, the position of the Benetton brand in international markets, etc. The branding strategy of Benetton is discussed highlighting their competitive advantage, and suggesting recommendations about their brand portfolio.
(2006, 11 300 words)
The dissertation investigates the features of the British and the Chinese sportswear markets comparing them along the lines of customers' brand loyalty. The review of literature touches on the theory of brand, consumer behaviour, cultural values, etc. Research methods include the analysis of secondary data and primary data collected through questionnaires among sportswear consumers. Conclusions are made about the cultural peculiarities of sportswear brand loyalty and their implications for marketers.
(2006, 4500 words)
The paper examines the impacts of the brand on consumer choices reviewing literature on the theory of branding, e-commerce, e-shopping, etc. Online and offline branding strategies of Tesco are studied using qualitative (via questionnaires) and quantitative (via company reports) research methods. Conclusions are made about the rules of successful brand building.
(2006, 3500 words)
The paper reports on the global launch of the 'Stella Artois' beer brand by Interbrew conducting Porter's five forces and SWOT analysis of the competitive beer market environment, and critically evaluating the advantages and disadvantages of choosing Stella Artois as the company's global brand. The strengths and weaknesses of Interbrew's strategic targeting are analysed; a marketing plan for the company's further expansion is developed.
(2006, 2500 words)
The paper examines the use of Albert Einstein's image for marketing physics. Biographical information about Einstein is provided analyzing the marketing potential of the Einstein stereotype and its unique selling proposition (USP), commenting on the success of "Einstein Year 2005" and arguing the need to reshape the image of Einstein.
(2006, 2600 words)
This report focuses on the case of Infosys, the leading IT outsourcing firm in India, with annual revenues in excess of $1 billion. Having witnesses dramatic growth since its inception in 1981, Infosys has become a global player in the IT outsourcing market, building on a global delivery model that marries high-cost on-site services with low-cost component development. However, in its desire for continuous growth, the company faces stiff competition from the likes of Accenture and IBM. This report assesses how Infosys can build a global brand identity and what that identity may look like bearing in mind the company's internal strengths and weaknesses, as well as the threats and opportunities it faces in the external environment. The paper is based on a case study: "Infosys; The Challenge of Global Branding", Richard Ivey School of Business, The University of Western Ontario, 2005
(2006, 14 000 words)
The dissertation investigates the contribution of brand equity (BE) to the profits of an organisation. A literature review touches on the theory of brand equity identifying BE components, discussing the issues of loyalty, profit maximization, brand equity and profit relationship, etc. Primary data analysis is conducted using a business simulation game; recommendations are offered about how to make a company's brand more successful.
(2006, 12 000 words)
The dissertation examines the effects of product placements (PP) in films on brand recall. Literature is reviewed on the theory of the placement activity and brand, product placement history, advertising benefits for movie makers, the threats of PP to the art of the cinema, PP techniques, etc. A study is conducted into the attitudes of the audiences towards the brands appearing in movies. Primary data collection and analysis (through questionnaires) is combined with secondary research methods. In Conclusion the research results are evaluated.
(2006, 2000 words)
The paper examines the impacts of the recently reported salmonella contamination on the Cadburys' chocolate brand addressing the issues of health care in the UK, and discussing theoretical approaches to brand loyalty, corporate social responsibility (CSR), crisis management, etc. Factors relevant to the relationship between the consumer and the brand are outlined.
(2005, 7500 words)
The paper examines the concept of power reviewing academic definitions of 'hard power' (HP) and 'soft power' (SP) and discussing both types of power in the context of national culture, ideology and brand values. Brand strategies in Asian business are described; the role of SP and HP in international relations is discussed. A hypothesis is argued that firms generate soft power through branding; case studies of Japan and China are presented.
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