Brand Essays (Examples)

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House of Tata

Words: 1218 Length: 3 Pages Document Type: Essay Paper #: 15965690

In light of Tata’s experience, discuss the benefits and risks of a group brand vs. an individual company brand
Advantages
Group branding improves core terms of business communications. Ratan explained that this strategy would undoubtedly get the businesses to function synergistically with one another.
Ratan Tata had been thinking about a number of measures that he expected will give the group a more powerful and combined brand identity. The rationale behind these measures had been to allow Tata Sons to assume responsibility for marketing a single Tata brand name that could be utilized by all businesses that subscribed to the Tata Brand Equity Plan. Every opting-in business would undoubtedly get the advantages of the centrally endorsed Tata brand name and of the Tata connection.
Furthermore, collaborating businesses inside a group brand would be expected to adhere to a specific code of conduct to guarantee uniformly top quality and respectable business…… [Read More]

References
Khanna, T., Palepu, K. G., & Wu, D. M. (1998). House of Tata, 1995: The next generation (A).
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History of LEGO development

Words: 1113 Length: 4 Pages Document Type: Essay Paper #: 47286902

LEGO-inception and expansion of the toy company
The development of a multinational company often begins with massive investment, franchising, foreign distributorship and large market coverage, at least for most part. But the history of LEGO gives a totally different picture. The history of LEGO trails back to the 1932 at the hands of Ole Kirk who was a seasoned carpenter but struggled with the carpentry production and had to let go all his workers. He remained as the sole employee and proprietor at the same time, and due to limited resources, he decided to start making toys from the best wood that he could get. There being not much work, he was joined by his son and they could manage to maintain the bare minimum production of toys in their small workshop. The workshop never made much money at the moment and the only prospective wholesale buyer cancelled their big…… [Read More]

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Sales and Marketing Management

Words: 2984 Length: 9 Pages Document Type: Essay Paper #: 88407310

Sales and Strategy
1 What strategy decisions are needed in the personal selling area? Why should the marketing manager make these strategy decisions?
The strategy decisions needed in the personal selling area (a) how to motivate, (b) how to maintain order and structure, (c) how to incorporate sales technology support into the process, (d) how to select and train the right sales team, and (e) how to ensure fair and appropriate compensation for all. The marketing manager must make these strategy decisions because as the head of marketing, he oversees the process of moving products. The sales team has to be organized in such a way that product movement is maximized. Likewise, the use of resources has to be efficiently and effectively applied. As the different customer types will vary, the implementation of sales technology support may vary as well from sales person to sales person depending upon the type…… [Read More]

References
Gerhart, B., & Fang, M. (2015). Pay, intrinsic motivation, extrinsic motivation, performance, and creativity in the workplace: Revisiting long-held beliefs. Annual Review of Organizational Psychology and Organizational Behavior, 2, 489-521
Hamburg, J., & Harris-Thompson, D. (2017). Get on board with performance solutions that perform. Training, (4), 33.
Hanlon, A. (2013). The AIDA model. Retrieved from https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/
Higuera, V. (2018). The average compensation percentage for sales reps. Retrieved from https://smallbusiness.chron.com/average-compensation-percentage-sales-reps-38188.html
Jerpi, L. (2018). Marketing strategies for personal selling. Retrieved from https://smallbusiness.chron.com/marketing-strategies-personal-selling-46563.html
Raz, A. E., & Fadlon, J. (2006). Managerial culture, workplace culture and situated curricula in organizational learning. Organization Studies, 27(2), 165-182.
Robertson, K. (2006). Top 7 sales blunders. Retrieved from https://top7business.com/?Top-7-Sales-Blunders&id=1473
 
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Rusty Moose Industry Analysis

Words: 676 Length: 1 Pages Document Type: Essay Paper #: 21843013

Industry Analysis
Trends
One of the more critical choices diners make when selecting a restaurant is whether to choose a chain or an independent venue. Chain restaurants offer consistency in their menus and the level of quality and service offered. However, as chains grow, the level of quality often becomes more variable and priorities could shift from pleasing patrons to serving the needs of stockholders. Independent restaurants tend to have a personal touch that cannot often be replicated by chain hotels. This effectively means that they can be able to tailor their approach to the specific and unique needs of individual customers. Customers value this level of intimacy as it makes them feel valued and taken good care of. Thanks to technology, today’s society has become increasingly connected – effectively meaning that customers are more likely to share their dining experiences with friends and make comparisons as they seek venues…… [Read More]