Note: Sample below may appear distorted but all corresponding word document files contain proper formattingExcerpt from Term Paper:
Disney's cultural influence has been gradual especially where Euro Disney's launch and eventual funding by the French government, including the addition of French management to run the entire entertainment complex. Instilling ownership at the local level has made significant gains for Disney in gaining the trust of the French consumers, in addition to alleviating the cultural friction points throughout Europe. The result today is that EuroDisney is seen as a viable holiday location for families from the UK, Germany, and Italy in addition to the Western European community of countries.
Nike's influence as a brand throughout Europe continues to grow as a result of the company's decision to sell through more direct channels, including the development of their own retail stores in both the U.S. And throughout Europe (Keeping Nike on the right track. 2005). The Nike brand has as a result been viewed more positively with the price being more congruent with the value of the shoes, and the shopping experience being more enjoyable. Nike has set as a strategic objective the creation of retailing locations that control and effectively use the brand to enhance and strengthen the shopping experience. While NikeTowns had been mediocre in performance, the roll-out of Nike stores that stressed a complete, high-end shopping experience have been quite successful both in the U.S. And in Europe. The net effect on the brand of augmenting and strengthening the distribution outlets has been increased penetration into the European market.
The last brand studied, Starbucks' has become synonymous with high end caffeinated beverages, has defined its branding from a social networking and meeting place over and above purely being a coffee shop. The inclusion of wireless access with T-Mobile, support for downloads for Apple iTunes in piloted cities as of late 2007 and the eventual build-out of the stores as information and communication hubs is already in progress. Starbuck's is synonymous with premium coffee today yet is focusing on how to become a digital gathering place for their primary demographic market, which are 20- to 30-year-old students and young professionals. The brand's name is already being associated with using the shops/stores as meeting places for friends, associates, even class work groups in larger locations. The impact of the Starbucks' brand as a place of work, talk, sharing and fun in addition to getting caffeinated higher-end beverages is a global strategic focus of the company today. From the results of same-store sales in conjunction with the development of branding strategies, Starbucks' is gaining branding equity at a faster pace than its predecessors (McKinsey & Company (2007). The influence of branding strategies that are strengthened with social networking, continual product innovation (a Starbuck's core strength) and the development of store layouts that encourage discussion and team meetings, Starbuck's has use the need for collaboration and interaction on the part of their customers to further strengthen and clarify their brand.
In conclusion, the role of the Disney brand and its decisions to allow French managers to eventually run EuroDisney, the decision by Nike to enhance and strengthen their distribution channels to strengthen their branding, and the deliberate attempts by Starbucks' to create stores that encourage social networking, team meetings and collaboration have all led to the strengthening of these brands. The role of their names, when taken into the context of the framework as defined by Keller (2000) also highlight how critical the synchronizing of multichannel management, integrated marketing communications, and distribution-specific decisions are critical to overall brand value and the continual growth of brand equity.
Forman, Janis. 1998. "Corporate Image and the Establishment of EuroDisney: Mickey Mouse and the French Press" Technical Communication Quarterly. Summer 1998, Volume 7, Number 3 (Pages 247-258)
Keeping Nike on the right track. 2005. Strategic Direction 21, no. 11 (November 1): 15-18. http://www.proquest.com / (Accessed October 30, 2007).
Keller, Kevin (2000).The Brand Report Card. Harvard Business Review. January-February, 2000, 3-10.
McKinsey & Company (2007) - the New Rules of Branding. David C. Court, John E. Forsyth, Greg C. Kelly and Mark a. Loch. Accessed from the Internet on September 30, 2007, from the following location:
Saseen, Jane. 1993. "Disney's bungle book." International Management. July - August 1993. v48
Van Maanen, J. 1991. "The Smile Factory: Work at Disneyland." In…[continue]
Organisational Behaviour organizational behaviour. Organizational Behavior - pages answers questions: Why ethical issues a major concern organizations? What individual influences impact ethical behavior? How organizations influence ethical behavior employees? MUST a recent article Wall Street Journal, reputable publication, ethical issues addressed a corporation today. Organizational behavior In every organization there is a code of ethics that is to be followed by the employees so as to ensure co-existence and smooth running of the organizations
Consumers Buying Behavior Consumer Buying Behavior Marketing of Two Brands based on Consumer Buying Behavior Models Marketing of Two Brands based on Consumer Buying Behavior Models The report on Case Performance expectancy Effort Expectancy Social Influence Facilitating Conditions Trust Hedonic Factor (Enjoyment) Marketing of Two Brands based on Consumer Buying Behavior Models Marketing is a very important component in today's business. And for this purpose the businesses need to know the buying behaviors of the consumers. Chandon, Morwitz and Reinartz (2005) defined
Consumer Lifestyle and Behavior Eating Healthy Fast Food Given the New Year it is likely that many people have made resolutions to eat healthier. However eating healthy can be very difficult for many consumers. Not everyone has the time to dedicate to their diet and nutrition. Eating healthy often requires that consumers spend a significant amount of time shopping, comparing products, and preparing their own food. Many consumers simply do not have
Advertisements are a great way to try and reach those consumers whom you are trying to get to buy your product. And keeping in mind the stages those consumers go through when making buying decisions can be very helpful in having a successful marketing campaign. There are several things that a company can look at when trying to determine if an advertisement was a success or not. They can look
People who have a specific level of income, who are attracted to a specific part of a city, tend to share common values. The taxonomy called a Classification of Residential Neighborhoods (ACORN) system, created by the Consolidated Analysis Centers Incorporated (CACI) quantifies these trends over time. The use of Geodemographic techniques has proven to be reliable in site planning for new restaurants, grocery stories and retail outlets. Further, geodemographic
It is instead in the collaboration of many volunteer organizations that a significant impact can be made on global warming. The need for creating a high level of collaboration across volunteer organizations that first create a specific messaging strategy by each intended audience is critical. The messaging for corporations and governmental organizations needs to focus on a highly collaborative, shared responsibility for creating healthier, more balanced environment for future
Thus, the marketing message has impacted on consumer behavior in a specific and deliberate way. Marketers typically have significant control over the marketing message in the advertising, the packaging and sometimes even the placement of the product (ensuring Corona is available at every major beach resort around the world, for example). In conclusion, there are a number of different ways in which firms can exert influence over consumer behavior. Among
"Consumer Behavior Consumer Behaviour The" (2007, November 03) Retrieved October 20, 2016, from http://www.paperdue.com/essay/consumer-behavior-behaviour-the-34662
"Consumer Behavior Consumer Behaviour The" 03 November 2007. Web.20 October. 2016. <http://www.paperdue.com/essay/consumer-behavior-behaviour-the-34662>
"Consumer Behavior Consumer Behaviour The", 03 November 2007, Accessed.20 October. 2016, http://www.paperdue.com/essay/consumer-behavior-behaviour-the-34662