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(2008, 5100 words)
The paper reports on ING Direct UK investigating the influence of the brand management on perception, attitude and behaviour of customers toward digital banks, ING Direct in particular. The methods of research include a focus group interview as a primary research tool, and secondary data obtained from textbooks, Business Library, the Internet and journal articles.
(2008, 12 200 words)
The dissertation investigates the perceptions and attitudes of motor customers toward motor brands with the focus on the awareness of the Mercedes brand. Literature is reviewed to assess the positioning of Mercedes brand in the consumer mind as compared to that of the company's competing brands. Strategies are developed to build a strong brand in the future. The methods of research include direct collection of primary data through focus group interviews and the collection of secondary data from the Internet, journal articles, textbooks and newspapers. Research results, data analysis, conclusions, recommendations, research limitations and topics for further research are provided.
(2008, 2100 words)
The paper offers a research proposal into the brand personalities of Mercedes and BMW in the UK market. A review of literature on the theory of brand is presented touching on the features of luxury brand and luxury consumption. Research design and methods are described; conclusions are made about the social, cultural and marketing value of the research into the appeal of luxury car brands.
(2008, 3500 words)
The paper proposes research into brand associations and personality of Marks and Spencer (M&S) three major clothing brands, i.e. Autograph, Limited Collection and Blue Harbour. Literature is reviewed on strategic brand management, brand equity, identity and positioning, brand image, etc. The research design is proposed describing a mix of qualitative and quantitative methods to study associations and personality characteristics of M&S brands, and the use of interviews and questionnaire to measure the strength of these associations. Data analysis plan and the project time scale are outlined.
(2008, 3400 words)
The paper analyses the brand equity of Sony Ericsson company. The methods of research include secondary data obtained from a literature review on the theory of brand, and primary data obtained through a semi-structured questionnaire. The situation on the mobile phone market is described using competitor analysis. Strengths and weaknesses of the Sony Ericsson marketing strategy are examined.
(2008, 3200 words)
The paper examines the role of marketing and branding in the hospitality industry providing an overview of the marketing and branding theory, describing the features of the hospitality industry, analyzing the marketing peculiarities in the service industry, conducting PEST of hospitality industry and SWOT analysis of McDonalds, and discussing marketing planning and performance management in the hospitality industry.
(2008, 4200 words)
The paper examines core marketing tools describing the features of products and branding and describing their key points including product life cycle, new product development, marketing mix components (4Ps), etc.
(2008, 3100 words)
The paper reports on the invention and introduction of Bubble Wrap 50 years ago, discussing its value as a brand, examining the concept of brand asset management and marketing, and giving definitions to value from consumers' perspective. Innovative packaging solutions are discussed in general terms and with reference to various organisations.
(2008, 7100 words)
The paper seeks to understand the dynamics of brand identity as point of consumption across industries. Literature is reviewed on the theory of branding and the role of brand in visual graphic communication highlighting the relevance of brand identity and discussing brand building strategies. A brand building framework is developed for firms seeking to improve consumer perception of their brands. The methods of research include the analysis of secondary data and primary data collected through interviews. Conclusions are made about the potential of brand identity as a strong strategic management option and the techniques of establishing a link between market position and organizational values. Recommendations for further research in the area are suggested.
(2008, 12 000 words)
The dissertation examines the relationship between customer loyalty to Tesco and customer's choice of the company's own brands compared to non-own brands. Literature is reviewed on the theory of customer loyalty, branding, consumer behaviour, etc. Primary research is conducted in the form of a questionnaire from Tesco consumers using descriptive and inferential statistics in the analysis of the obtained data. Conclusions are made about customers' loyalty to the organisation's brand and their likelihood to purchase the company's own brand compared with competing, branded products.
(2007, 4200 words)
The paper examines the brand concept of Haagen Dazs defining the basic principles of branding, characterizing brand awareness and brand image, etc. The best practice approaches to creating a strong brand are discussed using the Haagen-Dazs (HD) case study and addressing the issues of integrated marketing communication, HD brand positioning strategy, inherent problems, etc.
(2007, 4100 words)
The paper reports on the branding strategies of Google describing the main stages of the company's development, reviewing the theory of 'brand building blocks', discussing Google logo as an integral part of the Google brand, its market positioning, competitiveness, challenges, etc. SWOT, Porter's Five Forces and Marketing Mix analysis of the company is conducted; recommendations for their performance till 2010 are suggested.
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