Brand Management Essays (Examples)

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Brand Equity Describe the Roles

Words: 3224 Length: 10 Pages Document Type: Essay Paper #: 32491861

Companies that have invested in defending their brand and managing the customer experience outside of their website have seen great returns. Within the travel industry, for example, companies such as InterContinental Hotels Group and Royal Caribbean Cruises have both extended their reach to manage the customer experience on partner sites with a very high degree of success. In each instance, their efforts have resulted in an improvement in the customer experience conducive to attracting, converting, and retaining customers- ultimately improving market share and generating millions of dollars in incremental revenue (Lasswell, 2010).

4. Describe the process of profiling a consumer's brand knowledge

Companies that understand this and are willing to be consistent and committed partners with their customers, naturally develop long-term customer relationships. Those who choose to view their products as only part of a needs-fulfillment transaction will tend to turn their products into commodities (Bergsman, 2000).

Defining and managing relationships with customers are what strong brands are all about. People purchase products from those brands that reflect their views, goals, and emotional temperaments. We want to be with people who reflect our values and our interests. We want to buy brands that do that, too. You may drink Starbucks…… [Read More]

Resources 17: 779-97.

Sen, K.C. (1998). The Use of Franchising as a Growth Strategy by U.S. Restaurant Franchisors, Journal of Consumer Marketing 15(4), 397-407.

Swartz, L.N. (2005). International Franchising: An Attractive Alternative for Cross-Border Expansion, International Insights: An Arthur Andersen Report (September), 31-32.

Swerdlow, S., and W. Roehl (1998). Direct and Indirect Effects of Training and Organizational Commitment among Hospitality Employees: Implications for Lodging Franchisors, in Proceedings of the Society of Franchising. Ed. F. LaFontaine. Las Vegas, NV: Institute of Franchise Management.

Wyckoff, D. Daryl, and W. Earl Sasser (2003). The U.S. Lodging Industry. Lexington, MA: D.C. Heath.
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Branding New Service Dominant Logic

Words: 12522 Length: 50 Pages Document Type: Essay Paper #: 77038722

Branding in Service Markets

Amp Aim And Objectives

Themes for AMP

Characteristics Composing Branding Concept

Branding Evolution

S-D Logic and Service Markets

Branding Challenges in Service Markets

Considerations for Effective Service Branding

Categories and Themes

Branding Theory Evolution

S-D Logic and Service Markets

Branding Challenges in Service Markets

Considerations for Effective Service Branding

Branding Concept Characteristics

Characteristics Composing Branding Concept

Sampling of Studies Reviewed

Evolution of Branding Theory

Evolution of Marketing

Service-Brand-Relationship-Value Triangle

Brand Identity, Position & Image

Just as marketing increasingly influences most aspects of the consumer's lives, brands and branding have become significant components in the contemporary progressive marketplace. Organizations like WTO as well as many organizations regularly utilize branding marketing and management practices. In turn, branding has become critical to structuring commercial and economic activities throughout the world. Organizations need to augment the understanding not only of branding in service markets but also service-dominant (S-D). Brands and branding have not only become significant components in the contemporary progressive marketplace, the marketing of them will likely continue to increase its impact on most aspects of the consumer's lives brands. The organization needs to design company brands to not only identify its brand and mirror the company's message but…… [Read More]


Aitken, R. & Campelo, A. 2011 The Four R's of Place Branding. Journal of Marketing Management. [online] [Accessed 14 November 2011].

Baker, M.J. & Saren, M. 2010 Marketing Theory: A Student Text. Thousand Oaks, CA: SAGE Publications.

Brodie, R.J., Glynn, M.S., & Little, V. 2006 The service brand and the service-dominant logic: Missing fundamental premise or the need for stronger theory? Volume 6(3), pp. 363 -- 379. SAGE Publications. DOI:10.1177/1470593106066797.

Chesbrough, H. 2011 Open Services Innovation: Rethinking Your Business to Grow and Compete in a New Era. San Francisco, CA: John Wiley & Sons
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Brand Equity Has Been Defined

Words: 3908 Length: 9 Pages Document Type: Essay Paper #: 31377658

Then soon other players came such as Pepsi who also tried to penetrate the market. With the introduction of Pepsi into the market, the market share was divided, sales volume for both commodities went low and the prices also lowered. The product life cycle of some of these products may go far beyond the expected limit, and this is attributed to the brand equity they have.

Use of Interactive television and online services in marketing

Marketers have nowadays ventured more into interactive television and online services to improve on advertising their products because through such innovations they can easily reach their targeted groups. For instance, product manufacturers have found ways to advertise their products in video games especially for this product highly consumed by children.

Through online services, marketers have the opportunity to conduct surveys which will enable them to know how their products are competing and are being perceived in the market. Manufacturers are using more of e-commerce to pass most of their goods to customers, through electronic sales in websites such as ebay, amazon and CNET among others. They have reduced part of the expense while they would have incurred if they were to follow the normal sales…… [Read More]

References and their links

Calantone, R.J., Yeniyurt, S., Townsend, J.D., & Schmidt, J.B. (2010). The Effects of Competition in Short Product Life-Cycle Markets: The Case of Motion Pictures. [Article]. Journal of Product Innovation Management, 27(3), 349-361. doi: 10.1111/j.1540-5885.2010.00721.x

Boone, L.E., & Kurtz, D.L. (2011). Contemporary Marketing: Cengage Learning.

Blattberg, R.C., Kim, P., Kim, B.D., & Neslin, S.A. (2008). Database Marketing: Analyzing and Managing Customers: Springer.
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Branding and Communication

Words: 3429 Length: 12 Pages Document Type: Essay Paper #: 34723326

Branding and Communication

There has been significant criticism leveled against the branding practices of companies, and most particularly those of multinationals, which have been raised. Drawing on the academic literature this work will identify the primary arguments used in these critiques and will critically examine those arguments and discuss their implications for branding in the age of globalization. This study will further answer the question of how branding has changed under the influence of such criticism and how.

The work entitled "Is Marketing Ethical? Is Marketing Socially Responsible? What is the Philosophy of Marketing? Caveat Emptor!" poses the question as to whether marketing is ethical…socially responsible and additionally asks the question of what is the philosophy of marketing? The function and practice of marketing is stated to have been criticized because it is claimed that it "deliberately creates partial truths about products and services and exploits the fears and weaknesses of fellow human beings." (Marketing Ethics and Criticism, 2012) The marketing of ethics is criticized quite frequently since marketing is the only function of business that "sets out to emphasize the gap between a person's reality and their expectations in such a way that people feel lacking in either self-esteem…… [Read More]


Bassett, Jennifer (2012) Martin Lindstrom: On Brandwashing, Brand Ethics and Why Americans Need to Stop Compromising Their Privacy. Brand Channel. 3 Apr 2012. Retrieved from:

Cocoran, Ian (2012) Brands Get the Blame. Brand Channel. Retrieved from:

Fitch, Laura (2009) Do Sweatshop Scandals Really Damage Brands "Brand Channel. 20 Nov 2009. Retrieved from:

Grannell, Chris (2003) Pitch It Up -- Under the Skin of Brands. Brand Channel. 28 Jul 2003. Retrieved from:
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Brand Communication Management on Organic Products

Words: 709 Length: 2 Pages Document Type: Essay Paper #: 49770655

Brand Communication Management on Organic Products

In the class text in Chapter 11 entitled "Designing and Implementing Branding Strategies" that the brand-product matrix and the brand hierarchy help a company to characterize and formulate branding strategies. This is done by defining various relationships that consumers have among brands and products. In the matrix, brand-product relationships are graphically represented to set up a brand-product portfolio. From this portfolio, the elements in the breadth of the product mix and the depth of the product mix can be determined. In this way we can implement the proper brand architecture guidelines (Keller 1997, 503-518).

This is really a "back to the basics" reminder of why a brand was born in the first place. Traditionally, brand positioning can also be defined as how customers perceive a brand or product in relation to similar products offered by your competitors in your market. Marketers usually try to create brand position through advertising and promotions in an attempt to influence customers' perceptions of their brands. However, in today's world of busy schedules and nonstop messages, companies need to find different ways to position their brand. By listening to your customers and making changes internally, you can build your…… [Read More]


Keller, K. (1997). Designing and Implementing Branding Strategies. In: Keller, K

Strategic Brand Management: Building, Measuring, and Managing Brand

Equity. New York, NY: Prentice Hall. p503-563.

Martin, I, Stewart, D and Shashi, M. (2005). Branding Strategies, Marketing
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Brand Communication Management on Organic Products

Words: 870 Length: 3 Pages Document Type: Essay Paper #: 84441194

Brand Communication Management on Organic Products

Organic products are those products which are made from organic raw material and in some countries it also requires organic certification as well. It should be kept in the mind that when ever you are to sell or advertise the organic products then you should try to emphasize on the benefits of the brand category rather than simply promoting your brand. For example if you are selling the car which works on the bio gas fuel than the promotion activities related to the campaign of the car should highlight the benefits of using the bio gas fuel and it should also put some light on the damages which have been caused by the pollution produced through the regular fuel.

There are many companies which are selling different kinds of organic products however only few have designed their promotion campaign in such a way that they can grab the attention of the consumers at the right place and at the right time. There are some categories of brands in which the consumers often do not agree with the promotional activity of the company because of the nature of business in which they are involved. For…… [Read More]

Most of the companies often cheat the buyers by simply attaching the tag of organic to their brands however when anyone looks at the ingredient's list of the brand then they come to the conclusion that companies have placed the game with them. Therefore it should be realized by the big multinational companies that once the consumer get dissatisfied then he or she is going to tell about this phenomenon to his fellow beings which is going to damage the brand image in the long-term. However there are also some companies which have promoted their organic brands in a very competitive way and they have also made sure that the ingredients which have been told in the advertisement are also present in the literal sense (Nobre, Becker & Brito, 2010).

Purity organic juices can be considered as an example of such a brand which is promoted in a suitable manner as far as category of organic brands is concerned. It is one of those brands for which the company has worked closely with the farms from where the raw organic material has taken. This point has also been highlighted in their advertisement as well. The CEO of Pacific Organic Produce and the founder of Purity Organic Juices has also talked about his organic brand in the commercial which highlights the fact that company considers the importance of such products and they have indulged their top management for the promotion of the product. The advertisement also highlighted the Purity Organic Juice's organic certification which further strengthens trust of the people over the composition of the brand (Abratt & Bick, 2003).

Like Purity Organic Juices there are also some other organic products which are promoted in a very suitable way. One of them is Lipton Green Tea. Most of the people who are interested in the weight loss or natural health are interested in this particular category that is green tea. As far as the promotion of Lipton Green Tea is concerned they have highlighted in their advertisement the concept of health by showing the acts of exercise. The ingredients mentioned in the advertisement also reflect the brand's closeness to the nature. Young models were used for the advertisement which reflects
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Brand Communication Management on Organic Products

Words: 822 Length: 3 Pages Document Type: Essay Paper #: 19247963

Brand Communication Management on Organic Products

Organic products are a relatively new presence within the market. They strive to serve the need of a healthier life style with benefits for both the population as well as the environment. A major component in the success of the organic products is represented by the strength of the brands.

Brands generate customer trust, demand for the products and ultimately support the company in attaining its overall objectives. And brands are essential to the market triumph of any product, but even more so with organic products, due to the features of particularity revealed by these specific items.

At a more practical level, a marketing plan on the strengthening of a brand for organic products would include the following features:

Customer-based brand equity for organic products

The points of parity and the points of difference for organic products

The selection of the target market

The brand mantra for organic products

The brand elements

The marketing programs.

a) Customer-based brand equity for organic products

The brand is created and promoted in such a manner that it generates customer trust. It would not only promote the features of the organic products, but would promote the benefits they…… [Read More]


Dune, P.M.m Lusch, R.F., Carver, J.R., 2010, Retailing, Cengage Learning, ISBN 1439040818

Glynn, M.S., 2009, Business-to-business brand management: theory, research and executive case study exercises, Emerald Publishing Group, ISBN 1848556705

Gould, K., Hosey, L., 2007, Women in green: voices of sustainable design, Ecotone Publishing, ISBN 097490337X
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Brand Value for a Company

Words: 1737 Length: 6 Pages Document Type: Essay Paper #: 37807358

One relevant example in this sense is represented by the organizational investment in the brand value.

In order to ensure a successful management of the brand, it is necessary for the economic agents to engage in a series of steps which maximize their strengths and minimize their chances of failure. All in al, the recurrent trait in the recommendations is that of adapting the branding strategy to the features of the customer base and ensuring that the product promoted has a high quality and ability to serve customer needs; continuous research and adaptation is the key success factor to maintaining a powerful brand.… [Read More]


Glynn, M.L., 2009, Business-to-business brand management: theory, research and executive case study exercises, Emerald Group Publishing

Jones, E., 2011, the dos and don'ts of reputation management,,  last accessed on April 23, 2012

Knowles, a., So what are the do's and don'ts for choosing a brand? WIPO, accessed on April 23, 2012

Weib, C., 2007, the influence of brands and images on the financial performance -- an empirical investigation on the EuroStoxx 50, GRIN Verlag
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Brand Extension the Disadvantages of Employing Brand

Words: 2560 Length: 10 Pages Document Type: Essay Paper #: 76217799

Brand Extension

The disadvantages of employing brand extension strategy

This work compeers and contrasts the merits and demerits of implementing brand extension a s a growth strategy by various firms. This is done by means of practical examples. In the end of the debate, the paper indicates why it is better to adopt the extension strategy as opposed to shunning it due to its numerous demerits. A discussion of the key points is presented and then a final conclusion to hammer out the reason for the need to implement the strategy

Brand extension, which entails the use of a given brand name which is established in a given product class in entering another product class is noted to be hugely beneficial to several organizations (Tauber,1988).Keller (2003) pointed out that the concept of brand extension is clearly defined whenever a given firm employs an established brand name in the introduction of a totally new product. This strategy is employed in order to leverage as well as increase brand equity (Pitta and Katsanis,1995). The strategy is often regarded as beneficial since it reduces the costs of introduction market research as well as advertisement while increasing the possibilities of success as a consequence…… [Read More]


Aaker, D.A. (2004). Brand Portfolio Strategy. New York: Free Press.

Aaker, D.A.; Keller, K.L. (1990) Consumer Evaluations of Brand Extensions, Journal of Marketing, Vol. 54, No. 1, pp. 27-41.

Bhat, S., & Reddy, S.K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53, 111-22

Chen, K.F., & Lue, C.M. (2004). Positive Brand extension trial and choice of parent brand. Journal of Product and Brand Management, 13(1), 25-36.
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Branding Strategy Critiquing Research in

Words: 1456 Length: 3 Pages Document Type: Essay Paper #: 74636628

Seventh Brand Attribute: The brand's managers understand what the brand means to consumers.

Again on the initial introduction of the brand, RIM did not understand that the brand was actually a compilation of many factors, with the product being just one small part of that mix. The reliance on using Blackberries for staying in touch constantly also had a very reactive tone to the messaging. While trying to show how people could be responsive they made their brand appear to be addiction to reacting instead. The re-definition of the brand with a strong focus on the personas and identities of top customers however re-cast the brand to show how they understood the most pressing needs of the highest achieving customers it has. The company further tried to communicate in their re-cast branding the value of time and initiating projects, invoking change, and making things happen over merely reacting.

Eighth Brand Attribute: The brand is given proper support, and that support is sustained over the long run.

This is an attribute that is just now becoming evident with the RIM brand, as the previous branding strategies have lacked a synchronized approach to managing all aspects of the marketing and messaging mix.…… [Read More]


Columbus, L (2005). Blackberry: The Paradox of CRM. Retrieved December 13, 2007, from Web site: 

Keller, K (2000).The Brand Report Card. Harvard Business Review. January-February, 2000, 3-10.

Kelly, M (1998) - Paying for that old brand magic: Marketing branding professional services, Financial Times, August 12, 1998.

Market Research Executive Board (2005) - Overview of Brand Equity Measurement Approaches. Market Research Executive Board. September, 2005. Washington, DC. September, 2005.
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Brands Have Finite Lives The

Words: 759 Length: 2 Pages Document Type: Essay Paper #: 51811714

Opponents to the idea that a brand can live forever point out the many popular brands that have died out in the past. True, there have been a lot of brands that have gone the way of the dinosaur. But there are also many brands that are still around, and that have endured. They are the same companies and the same brands, but in most cases they are not the same products. They have stretched their brands and extended them, and that has allowed them to remain competitive within a changing marketplace. Brand stretching and brand extension are both very significant tools for almost any company when it comes to keeping a brand not just alive but thriving (Clifton & Maughan, 2000).

Brands that are allowed to grow and change according to what customers want and need will stick around, provided the products are good quality, reasonably-priced, and well-marketed. Brands that refuse to change because 'that's how we've always done it,' will generally fade away completely. Some of them manage to hang on, but they lose a great deal of their market share to newer companies that are giving customers what they want in today's market. Then these older companies…… [Read More]


Becker, G. And K. Murphy. (1993) A Simple Theory of Advertising as a Good or Bad. Quarterly Journal of Economics, 15, 498-517.

Clifton, R. And E. Maughan. (eds) (2000) Twenty-Five Visions: The Future of Brands. London: Macmillan Business.

Kapferer, J.N. (1997) Strategic Brand Management. 2nd ed. London: Kogan Page.
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Brand Extensions Good or Bad

Words: 679 Length: 2 Pages Document Type: Essay Paper #: 19169551

The main benefits of extension using the already established successful brand of the parent are: reduced costs, the fact that it may prevent competitors from filling a niche, reduced shelf space available to competitors, and the filling of a gap in the product line that customers want to see filled. However, there are risks such as weakening the parent brand or cannibalisation of the market share of the original product. Extensions may damage consumer faith of the parent; the managerial time and budget will be split and the lack of focus could undermine the brand message; retailers have only limited space, and additional lines demand more space. Retailers may just allocate the extension some space from the brand's existing allowance, maintaining the same total allocation but now split between more products.

Brand stretching is more risky since it involves diversification into an unrelated area of business. Stretching is a leap away from the initial technology (Kapferer 1997). Firms need to be aware of previous failed attempts to try to use the reputation of an existing brand in a new market. Most companies should really avoid brand stretching. However, brand extension -- when studied carefully and done right -- are a…… [Read More]


Becker, G. And K. Murphy. (1993) A Simple Theory of Advertising as a Good or Bad. Quarterly Journal of Economics, 15, 498-517.

Clifton, R. And E. Maughan. (eds) (2000) Twenty-Five Visions: The Future of Brands. London: Macmillan Business.

Kapferer, J.N. (1997) Strategic Brand Management. 2nd ed. London: Kogan Page.
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Brand Strategy Is a Challenging Task for

Words: 1402 Length: 4 Pages Document Type: Essay Paper #: 36831777

brand strategy is a challenging task for many companies but it is a vital step in giving the company an identity of its own. It is this identity that is repeatedly communicated thought the business life. Developing a brand management strategy involves applying marketing techniques to a brand, or a product with the intention of giving it a unique image and to set it apart from the competitors. We will focus on the competitive analysis or model analysis that will briefly introduce our project, the competition or model, as well as describing the strengths and weaknesses of the competition or model.

The group is intending to come up with the shuttle bus service which is to serve the York collage, its student as well as staff. This shuttle bus service will transport valid students and staff from York College to predetermined stops in the area. By doing so, the shuttle service will down size on the foot traffic as well as congestion, comprised of students trying to get to where they need to go, around the campus as well as be an added benefit to those students who have to travel great distances to attend York College. This overwhelming majority…… [Read More]


Alex, W, 1999, The Brand Marketing Book, McGraw Hill, London. Retrieved September 26, 2013 from 

Clancy, Kevin J.; Peter C. Kriegafsd (2000). Counter intuitive Marketing. Retrieved September 26, 2013 from The Free Press. ISBN 0-684-85555-0. Retrieved September 26, 2013 from

Garth 2000, Strategic Management; Wiley, New York. Retrieved September 26, 2013 from.

Keller, L. 2003, Strategic Brand Management', Prentice Hall. Retrieved on 25/09/2013 Retrieved September 26, 2013 from
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Understanding Branding Techniques

Words: 2447 Length: 8 Pages Document Type: Essay Paper #: 2775403

Branding, And Branding Management

Brands and branding are not new concepts in business. During the Stone Age, hunters used particular brands for their swords in hunting. Since then, the concept of brands and branding has developed in terms of knowledge, procedures and theories. Some theories used concerning branding, originated primarily because of the development of commercials in media. Companies have realized the importance of branding, which has added to the interest of theories behind the concept of brands and branding. This in turn has led to substantial literatures on the subject of brands and branding. Branding has undergone evolution, but the concepts of branding continue being central in every stage of evolution. In addition, branding management has also undergone substantial change since the 1950s (Marquadrt, Makens, & Larzelere, 1995).

Background: Evolution of Branding


Prior to the 1970s, branding was not a matter of attention. Even countries that understood the potential advantages of a strong brand disregarded branding. Interestingly, the firms did not charge more for branded products, when compared to non-branded products, which made it less attractive to emphasize branding. This found its way to legislation, and there were firm consumer movements that discouraged branding. From a consumer perspective,…… [Read More]


Brodie, R.J., Glynn, M.S., Van Durme, J. (2002). Towards a Theory of Marketplace Equity:

Integrating Branding and Relationship Thinking with Financial Thinking. Marketing Theory, 2(1), 5-28

Doyle, P. (1989). Building successful brands: The strategic options.Journal of Marketing, 5(1),

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Managing Diversity and Equal Opportunity With the

Words: 3011 Length: 11 Pages Document Type: Essay Paper #: 70343561

Managing Diversity and Equal Opportunity

With the turn of the 21st century, a dramatic increase is being witnessed in the international flow of labor with repercussion for domestic labor supply and management. The native, racial and emigre mixture of the employees is predominantly important for the workplace. The importance of this domestic cultural multiplicity in the labor force, highlighted by worldwide influences and necessities, has lately encouraged the researchers to focus on the companies' and managers' response to diversity, be it of any form (Watson, Spoonley, & Fitzgerald, 2009).

If the workforce of the present times is compared with the one that was found 20 years ago, it will be easy to observe that there are "more white women, people of color, disabled persons, new and recent immigrants, gays and lesbians, and intergenerational mixes (i.e., baby boomers, Generation Xers, and Generation Nexters)" (Riccucci, 2002) today. This situation has given birth to quite a number of challenges for the management at the workplace. The approach with which employers hold this opportunity of diversity is the determining factor that will unmistakably make a distinction between successful and well-organized organizations from those that are uncreative and not capable to meet the requirements and…… [Read More]


Hemphills, H., & Hayne, R. (1997). Discrimination, Harassment, and the Failure of Diversity Training: What to Do Now. Westport, CT: Quorum Book. Retrieved December 15, 2012, from

King, A.S. (1995, December). Capacity for Empathy: Confronting Discrimination in Managing Multicultural WorkForce Diversity. Business Communication Quarterly, 58(4), 46+. Retrieved December 14, 2012, from

Ollapally, A., & Bhatnagar, J. The Holistic Approach to Diversity Management: HR Implications. Indian Journal of Industrial Relations, 44(3), 454+. Retrieved December 15, 2012, from

Riccucci, N.M. (2002). Managing Diversity in Public Sector Workforces. Boulder, CO: Westview Press. Retrieved December 14, 2012, from
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Management Strategies the History of Apple Corporation

Words: 1607 Length: 5 Pages Document Type: Essay Paper #: 30336085

Management Strategies

The History of Apple Corporation

Strategy Development and Implementation

The History of Apple Corporation

The corporation has an exciting history, as it has transformed to the biggest and most successful technology firms in the world, under the best managers of time. Both the employees of the firm, the management and the product consumers have been linked to the firm's success. The firm was started with the two Steves, who from their early lives had shown considerable interest in electronics. Steve Jobs and Steve Woznlak were former employees at Atari and HP respectively. However, in April 1976, the two conceptualized the Apple computer, which was among the first personal computers at that time. The company has focused on products that are innovative and new in the market ever since it was started. It is Job that started developed the legendary Macintosh, which is known to many as 'Mac'. There have been tremendous changes and product developments in the firm and currently the firm has products that meet the consumer demands, in terms of design and innovation (Schermerhorn, 2011).

SWOT and IE Matrices for Apple

The SWOT Matrix

When a business is undergoing transformation and development, the SWOT matrix is…… [Read More]


Lamb, C.W., Hair, J.F. & McDaniel, C. (2011). Essentials of Marketing. New York: Cengage Learning.

Quelch, J.A. & Deshpande, R. (2004). The Global Market: Developing a Strategy to Manage Across Borders. New York: John Wiley and Sons.

Schermerhorn, J.R. (2011). Exploring Management. New York: John Wiley and Sons.
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Management and Leadership Starbucks Differentiate

Words: 1953 Length: 6 Pages Document Type: Essay Paper #: 32288074

Evaluate the impact of globalization and management across borders

After its retrenchment in the U.S., Starbucks is still considering expanding its operations China. "Despite its long presence in the Chinese market -- Starbucks opened its first shop in Beijing in 1999 -- the Seattle coffee giant only has 376 stores on the China mainland, compared with 878 in Japan" (Sanchanta 2011). Starbucks has tried to learn from some of its mistakes domestically in the U.S., such as its super-saturation of certain marketplaces, while incorporating many of the successful lessons of its other ventures, such as its ability to tailor product offerings to local needs. "Cracking the code in China for any company is not an easy task -- there will be a number of winners and lots of losers of people who go there and rush to judgment and don't succeed…The thing I am most interested in when I go to China is whether or not local Chinese are buying Starbucks coffee and sitting in our stores," said Howard Schulz (Sanchanta 2011).. Schultz has been striving to learn more and more about Chinese preferences, so that when Starbucks does expand into China, it becomes the premium coffee shop that shapes…… [Read More]


Clark, Taylor. (2008). How Starbucks colonized the world. The Sunday Times. Retrieved July

21, 2011 at

Leadership and management. (2011). Team Technology. Retrieved July 21, 2011 at Retrieved July 21, 2011 at

Sanchanta, Mariko (2011). Starbucks plans major China expansion. The Wall Street Journal.
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Management-Verizon Management Verizon in the

Words: 1434 Length: 5 Pages Document Type: Essay Paper #: 50461570

A cheap product will not be able to survive in this rapidly changing business environment. Organization is another extremely important aspect of the necessary managerial skills for any manager desiring guaranteed success at their individual Verizon location. Organization can be as simple as instituting training at work in a pattern that overlooks no single employee. A good manager cannot expect employees to train themselves or improve their work manners without additional help. A strong organized training program is sure to enhance even the most successful company.

A strong leadership team is another necessary important aspect for businesses engaged in the phone industry. Verizon's leadership team must be instituted and adopted without fear at the workplace, because employees who fear their supervisors simply cannot evolve into successful employees interested in the growth of the company. A strong leadership team will effectively manage the business with the overall objective of accomplishing the larger goals of the organization. Leadership is also represented by effective communication with other members of the team, the establishment of high standards, and the promotion of continuing education in the line of business. Maintaining effective control over the business is also a highly regarded area in effective management. Effective…… [Read More]


Bass, B.M. (1996). A new paradigm of leadership: An inquiry into transformational leadership. Alexandria: U.S. Army Research Institute for the Behavioral and Social Sciences.

Oak, C. & Schoeffler, B. (2002). Management for the 21st Century. Retrieved March 13, 2007, from Insurance Journal Web site:

Verizon. (2007). Verizon. Retrieved March 17, 2007, at
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Managing Projects Operations and Information

Words: 2210 Length: 8 Pages Document Type: Essay Paper #: 18237536

The performance of each team member depends on the performance of all others, this being a team project. Constraints include time and financial resources; as such improvement requires permanent improvement effort.

Risk Management. No risk has been identified related to the project's completion.

Monitoring and Controlling Mechanisms. The data analysts will develop a metric system to measure each member's performance on a weekly basis. This weekly performance will be submitted to the project manager for potential adjustments.

V. Operations management plan

Operations Strategy. An easy way to understand the meaning of operations strategy is to break the word into the two separate words: operations and strategy - these words being the opposite of each other (Slack & Lewis, 2002). 'Operations' is about the functions and procedures regarding the day-to-day processes, while 'strategy' is about the direction and scope of an organisation over a long period of time. The operations strategy in this case is to optimize the resource deployment involved in the project to increase long-term efficiency.

Process Improvement Plan. The 'just-in-time' stock optimization method will be adopted through the entire project. JIT manufacturing being a philosophy by which organizations seek to continually improve their products and processes by eliminating…… [Read More]


Aberdeen Group. 2008. Operational KPIs and Performance Management -- Are Your Daily Decisions Based on Fact?, 

Cooper, M. & Lambert D. 2000. Issues in Supply Chain Management. Industrial Marketing Management, vol. 29: pp. 65-83.

Johnson, J. C. And Wood, D.F. 1996. Contemporary Logistics, N.J.: Prentice Hall Upper Saddle Creek.

Keah C.R.K. And Handfield, R.B. 1998 .Supply Chain Management: Supplier Performance and Firm Performance. International Journal of Purchasing and Materials Management: pp.2-9.
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Managing Organizations Hotel Management Managing Organizations the Marriot

Words: 3158 Length: 10 Pages Document Type: Essay Paper #: 32299056

Managing Organizations/Hotel Management

Managing Organizations

The Marriot Corporation

A look at Six Sigma and the 7S McKinsey Framework

The Marriott Hotel Chain is a global brand offering resort and luxury hotel furnishings at popular vacation and business destinations. As the Events & Kitchen Management for global operations, my responsibility includes the overseeing of banquet operations including the process management of the cooking and serving efficiency. I receive complaints from hosts and others that contract our services. Whether the meal is cold or late, or if the order was wrong, there are a number of complaints that I must address as a leader and business manager.

The Event and Kitchen operations must flow seamlessly as an efficient engine that everyone loves because no one notices that it is running. When demand on the system steps up, so does performance. This can be said when the event is in full swing and drinks are being served at any one of our tables. We need to be more reactionary to demand such that preparation is undertaken to address the need to serve more drinks to clientele and for them to waste less time waiting for drinks to spend more time mingling and making…… [Read More]


Feurer, R., & Chaharbaghi, K. (1997). Strategy development: Past, present and future. Training for Quality, 5(2), 58. Retrieved from 

Journal of Management. (2002). Raytheon Six Sigma.

Kohnen, J.B. (2006). What is six sigma: Process management? The Quality Management Journal, 13(1), 60. Retrieved from

Leadersphere (2009). HR Intelligence Report Organizational Diagnostic Models A Review & Synthesis.
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Management and Leadership Examine the

Words: 2461 Length: 6 Pages Document Type: Essay Paper #: 99285054

He wished to build the happiest place on the planet and this message continues to be handed over to the new recruits who join the organization presently also. Disney exists to give a guarantee to the Americans that are there for real. Disneyland is not just unreal, rather it is hyper-real. As a result it is possible to express of the corporate culture of Disney as being created. ("Reading Organizations from behavior and experience to representation and experience," n. d.)

4) Explain how the four functions of management support the creation and maintenance of a healthy organizational culture

The four functions of management support the creation and maintenance of a healthy organizational culture as it leads to planning, organizing, leading and coordinating of resources and it is these 4 activities which recur across the institution and are extremely unified. Present features relating to management cover claims leading are distinct from dealing and that the characteristics of the manner in which the four functions are undertaken should transform to accommodate a new pattern in management. ("Introduction to Management," 2007)

The Walt Disney Internet Group -- WDIG that has been formed is responsible for every important function inclusive of business development, research…… [Read More]


Arnold, Paul. V. (2002) "Fixing manufacturing" MRO Today Magazine, Retrieved at

Bryman, Alan. (1995) "Disney and His World"


N.A. (2007) "Disney Institute Homepage" Retrieved at
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Management in Mncs Management Principles in Mncs

Words: 1048 Length: 3 Pages Document Type: Essay Paper #: 38486943

Management in MNCs

Management Principles in MNCs

The reliance on management Principles in multinational corporations (MNC) is today more pervasive than ever given the rapid pace of globalization and the need to bring diverse cultures together for attaining common goals. The reliance on the six management principles of vision, people-driven values, robust communication, sense of urgency, execution and extreme customer focus all combine to create a strong platform for future growth of an MNC. Given the pace of innovation that continues to accelerate, these six management principles are essential for the effective growth of any MNC over time (Cveykus, Carter, 2006)

The intent of this analysis is to define the role of each of these six management principles in an MNC, defining which is the most critical to its success.

Assessing Management Principles in MNCs

The six management principles of vision, people, robust communication, sense of urgency, execution and extreme customer focus are the foundation of any effective MNC structure and performance. Of these, vision is critical for unifying the entire organization, across cultural boundaries, to a common and shared series of objectives and goals (Fujimoto, Hartel, 2010). The people aspect of the six management principles is what is the…… [Read More]


Renee Cveykus & Erin Carter. (2006). Fix The Process, Not The

People. Strategic Finance, 88(1), 26-33.

Fujimoto, Y., & Hartel, C.. (2010). A New Vision of Management: Full Potential

Management Model. Journal of Diversity Management, 5(4), 19-29.
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Management Is it an Art or a Science

Words: 1353 Length: 4 Pages Document Type: Essay Paper #: 45900992

Management - Is it an Art or a Science?

Management is Art

Management has a lot more closely attached to art than it is to science. Business management is about working with, as well as influencing other people to fulfill the goals of both the corporations and its associates (2).

Managing in the New Era

Quick transformations that are far-reaching all through each and every feature of business today prompts the corporations to reorganize the method they do things. Even though the customary management replica has developed quite a bit, it is still geared to an unbending composition and command -- and manage state of mind (3). This replica is well modified to an atmosphere where transformation is sluggish and evolutionary rather than fast and radical. It helps put in order procedures and promote a sense of responsibility, order, and discipline (4).

What it is short of is elasticity making the company irresponsive to constant external and internal transformations (5). We have arrived at a boundary to what can be accomplished employing customary management methods, however, by altering the method we manage, that restraint can be detached. This is not to say that the fundamentals of customary management should be…… [Read More]


1) Bjrn Bjerke. Business Leadership and Culture: National Management Styles in the Global. Edward Elgar, 1999.

2) Floyd Norris. A Climb to Riches, One Merger at a Time. New York Times. 2003.

3) Hal R. Varian. Can markets be used to help people make nonmarket decisions? New York Times. 2003.

4) Jeff Madrick. Looking beyond free trade as a solution to helping the developing world. New York Times. 2003.
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Management Undercover Boss Is a Great Show

Words: 993 Length: 3 Pages Document Type: Essay Paper #: 36530988


Undercover Boss is a great show for illustrating core management concepts. A season five episode features the CEO of the Larry H. Miller Company, owner of the Utah Jazz along with eighty other concerns. This episode features issues related to occupational health and safety, customer service and marketing. In the episode about Modell's Sporting Goods, a family-owned business that has been around since 1889, issues related to logistics, wages, and social justice come to the fore. In the first season episode featuring the CEO and president of 7-11, issues related to management and corporate structure, customer service, and quality assurance are brought to light. These three episodes can all be used to better understand textbook concepts, from the particular skills managers need to succeed to ethics and social responsibility. Of these three episodes, the most engaging was the one about Modell's because of the way the owner came to realize his wage structure was unfair. This related to concepts in the textbook about organizational learning, corporate ethics, and responsibility. The episode that was least interesting was the one about the Utah Jazz, because the primary focus was on how to improve the brand rather than focusing on management issues.…… [Read More]


Schermerhorn, J.R. (2012). Exploring Management. 3rd edition.

Undercover Boss Utah Jazz:

Undercover Boss Modell's:

Undercover Boss 7-11:
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Brand Equity United Airlines on

Words: 1791 Length: 4 Pages Document Type: Essay Paper #: 86771938

The fur aspects of loyalty, perceived quality, identity of the brand and awareness all must be unified at the operational level of a business (Aaker, 1996). Who a company really is gets communicated in its millions of customer interactions daily. With the pervasive adoption of social media, there is an exceptionally high level of transparency today. This is seen in the Dave Carroll episode of the broken guitar (Perkins, 2009) and the 12 million views of United as of March, 2013. Brand equity and trust is all a company has when all their claims and marketing puffery are stripped away. Brand equity, authenticity, transparency and trust are the foundations of a successful business in these skeptical and at times cynical times. Trust is the currency companies will increasingly trade with and it is the fuel of sustainable, profitable growth over the long-term.… [Read More]


Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-102.

Block, J. (2011). Tackling customer service challenges. Inside Counsel,

Garfield, B. (2009). Music video forces united to clean up customer-service act. Advertising Age, 80(25), 25-25.

Huffington Post (2012, August 14). United airlines loses 10-year-old girl flying alone, parents claim. Retrieved from
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Management the Four Functions of

Words: 672 Length: 2 Pages Document Type: Essay Paper #: 70228968

It is the totality of a company's identity: the quality of its people, the value of its brand, its standing in the community and its performance in the marketplace. Building reputation, in this broad sense of the term, is what great companies are all about" ("Message from Verizon's Chairman and CEO," 2006, About Verizon).

Notice how this rhetoric makes every employee at the company feel involved in a commitment to quality, yet also stresses Verizon's mission of putting the customer first. It is not just the CEO who leads, however, rather every manager must ensure that the functions and employees he or she oversee fulfill their necessary functions, and also want to do so. Leadership, in other words, is more than telling people what they must do; it is making people feel motivated to do so and to do their best, and to understand how they fit into the 'big picture' of the company.

Planning, organizing, and motivational leadership, however, will have little impact unless plans are put into action. The final vital function of leadership is controlling, or coordinating, the organizational "systems, processes and structures to reach effectively and efficiently reach goals and objectives" (McNamara, 1997). Controlling also means…… [Read More]

Works Cited

Four Functions of Management." (2006). Slide 8. McGraw-Hill. Retrieved 18 Feb 2007 at

Message from Verizon's Chairman and CEO." (2006). About Verizon. Retrieved 18 Feb 2007 at

McNamara, Carter. (1997). "Basics -- Definitions (and Misconceptions)

About Management." Management Help Retrieved 18 Feb 2007 at t
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Management Accounting Provides Data That Can Help

Words: 1976 Length: 7 Pages Document Type: Essay Paper #: 8141591

Management accounting provides data that can help a small business craft a strategy that can be used to meet their financial and organizational objectives by assisting in the decision making process. Examples of types of issues that a management accountant is equipped to analyze might include items such as product costing, relevant costing, capital budgeting, and operational or strategic planning. Furthermore, a management accounting can design, implement, and manage internal metrics that sustain timely decision making, planning, and control over the business's most critical operations. Being able to determine financially which business activities are profitable and which could be refined is a critical part of any small business strategy and often can represent the difference between success and failure.

The field of management accounting, or managerial accounting, is rapidly evolving with new technology and analytical tools. The modern business environment is becoming increasingly competitive and sophisticated their strategic positioning. For example, in previous generations many managers would rely on simple heuristics to make decisions. However, in today's environment this is simply not enough in many cases. Therefore a management accounting approach can provide the information necessary to take out much of the guesswork involved in decision making through analytic deduction.…… [Read More]

Works Cited

Endencih, C., Brandau, M. & Hoffjan, A., 2011. Two Decades of Research on Comparative Management Accounting -- Achievements and Future Directions. Australian Accounting Review, 21(4), pp. 365-382.

Gorchel, L., 2010. The Product Manager's Handbook. 3rd ed. New York: McGraw-Hill.

Ittner, C. & Larcker, D., 2001. Assessing empirical research in managerialaccounting: a value-based management perspective. Journal of Accounting and Economics, 32(1-3), pp. 349-410.

Michalek, J., Feinberg, F. & Papalambros, P., 2005. Linking Marketing and Engineering Product Design Decisions. The Journal of Product Innovation Management, 22(42-62), pp. 42-62.
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Brand Relationships Having a Relationship With a

Words: 785 Length: 3 Pages Document Type: Essay Paper #: 27503492

Brand Relationships

"Having a Relationship" with a Brand

Establishing and maintaining a "relationship" with a brand is a complex concept that often is taken for granted. Much of the complexity arises out of the fact that goods are inanimate objects and do not fall under the traditional notion of a subject of a relationship since the good or product can interact with an individual with human-like qualities. However, at the same time, people attribute human characteristics to products and brands. The human activity of anthropomorphizing inanimate objects has been identified as a universal activity in virtually all societies (Fournier, 1998). Therefore, in this way the brand can interact with the individual given the attributed human qualities. It is generally thought that people have relationships with brands instead of products because products typically have a lifecycle that eventually ends while brands are more enduring and can introduce new products (Rasmussen, N.d.)

Furthermore, the relationship between a brand or product and an individual can mirror interpersonal relationships in many ways and share many of the same dynamics. Feelings of trust, reliability, and even love can be thought of in regard to various brands as well as negative emotions such as disgust and…… [Read More]

Works Cited

Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 343-373.

O'Donnell, E., & Brown, S. (2012). Brand Image. Academy of Marketing Studies.

Rasmussen, T. (N.d.). Entrepreneurship . Retrieved from Free Management Library:
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Brand Disney Disney Is an Entertainment Company

Words: 885 Length: 3 Pages Document Type: Essay Paper #: 1324830

Brand "Disney"

Disney is an entertainment company that operates under five key groups namely: Media networks, Parks and Resorts, Studio Entertainment, Consumer Products, and Interactive Media. It owes much of its success to brand loyalty. Disney has over the years strengthened connection with the consumers by building personal relationships based on authenticity and trust. This has led to its continued growth and success (Walt Disney, 2013). Other than emotional connection there are other factors that have made Disney a brand to reckon with in the entertainment realms namely: spending time with customers, building repeat business, and ability of the proprietors to secure the brand's future.

Just had previously been mentioned, Disney, its subsidiaries, and affiliates has five business segments. These business segments ensure that Disney attains its goal of being an international family entertainment and media enterprises. In a bid to help Disney realize this, the Media Networks segment, that brings on board broadcast, cable, radio, publishing, and digital businesses, ensures that content is developed and distributed (Walt Disney, 2013). The segment supports the headquarters, communications, digital media, distribution, marketing, research and sales groups in the larger Disney network. Walt Disney's global entertainment and news television properties that falls under…… [Read More]


Gabler, N. (2007). Walt Disney: The Triumph of the American Imagination. New York: Random


Interbrand (2013). Disney. Retrieved August 9, 2013 from

Walt Disney (2013). Company Overview. Retrieved August 9, 2013 from
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Brand Image

Words: 668 Length: 2 Pages Document Type: Essay Paper #: 11750768

Brand Image

The concepts of brand name and corporate image are linked, but they are distinct from one another. A brand name is the way that the company identifies its product or service offering. The brand is a name and often a visual mark as well. The function of a brand is to convey specific attributes about the product or service -- attributes that presumably will attract customers. An example of this is when you are hungry, you might be drawn to specific brands. If it is late at night and you feel self-loathing, you might be drawn to the low cost, low quality promise of Taco Bell. Other establishments might have a brand that conveys modern, high quality food -- someone looking to impress a date might seek out these brands instead.

Corporate image also draws associations between the company and attributes, but in a different way. It essentially encapsulates the company's reputation (Inc. Magazine, 2014). First, a corporation can have many brands -- consider how many brands PepsiCo has, for example The second distinction is that the corporate image encompasses more than simply promises of product attributes; it reflects who people see the company as a whole, including…… [Read More]


Inc. Magazine. (2014). Corporate image. Inc. Magazine. Retrieved May 2, 2014 from 

Ogden, Chapter 10.
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Brand Comparison Background of L'oreal

Words: 2124 Length: 6 Pages Document Type: Essay Paper #: 68321449

Or those not willing to drop down to the mid-priced brands, more and more drugstores are trying to help ease the effect of rising prices by employing tactics such as money-back guarantees and heavy couponing. Tode (2010) went further to state that Yanke noted that Medic has offered a money-back guarantee in cosmetics for eight years and that it promotes the category heavily with advertising and coupons, but that it can't afford dedicated beauty specialists.

"Consultants wouldn't do that much in drugstores," she noted. Such efforts appear to be appreciated by consumers, at least the ones who responded to the Makeup Alley poll. "Drugstore prices are getting steeper and steeper, but you can find great sales at stores like CVS and Harmon Drug. (Tode, 2010)

Channels of Distribution

Wood (2010) indicates that a $50 million advertising campaign, a focus on treatment qualities for its color cosmetics, and a strong determination to usurp Cover Girl's number one position in the mass market makeup business will propel Maybelline into the Nineties, according to Gary Mulloy, its executive vice president. Current annual worldwide volume for the Memphis-based cosmetics company is roughly $400 million, said Mulloy. Of that total, Maybelline's North America division had…… [Read More]


"Lancome, Paris Selects Avenue A/NYC as Its Digital Marketing Agency; The Cosmetic Giant Partners With Avenue A to Increase Its Online Presence and Customer-Base." Business Wire. Business Wire. 2001. Retrieved September 7, 2010 from HighBeam Research:

"L'Oreal Sets Green Goals and Promotes an Eco-Responsible Business Model." U.S. Newswire. U.S. Newswire. 2009. Retrieved September 8, 2010 from HighBeam Research:

"L'Oreal Celebrates 100 Years of Beauty With Volunteer Day in New York City." U.S. Newswire. U.S. Newswire. 2009. Retrieved September 7, 2010 from HighBeam Research:

"Maybelline targets black arena. (Shades of You cosmetics line for black women)." Chain Drug Review. Racher Press, Inc. 1991. Retrieved September 9, 2010 from HighBeam Research:
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Brands Cannot Be Expected to

Words: 420 Length: 1 Pages Document Type: Essay Paper #: 28640289

(Martin 1992:1). On the most basic level, the most popular brands have very narrow associations, such as Coca-Cola with America, McDonald's with fast, cheap, fun food, etc. But what if consumer tastes change and a long-popular brand's association that is narrow but popular falls out of favor? Is a more broad marketing strategy the wave of the future that goes beyond pure brand extensions, like the example of Mountain Dew, an extension of a particular soda line? This intriguing concept, which might provide a clue to the difficult question of the inevitability of brand death, goes unanswered.… [Read More]

Works Cited

Kotler, P. & Keller, K. (2006). Marketing Management (12th Ed.). Upper Saddle

River: Prentice-Hall.

Roth, Martin S. (Jun 1992)." Depth vs. breadth strategies for global brand image management." Journal of Advertising. Retrieved 21 Mar 2007 from at
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Brands While a Common Question

Words: 493 Length: 1 Pages Document Type: Essay Paper #: 95745157

Hogan also suggest the increased use of event sponsorships to strengthen brands. and, Hogan discusses the use of brand agents who are different from spokespeople because they represent the brand in its totality-its positioning and its brand attributes -- and does not violate the limits to which a company can extend a brand beyond its core meaning


Hogan, S. Positioning a brand in the marketplace.

Kotler, P. & Keller, K. (2003). Marketing Management (12th Ed.). Upper Saddle River: Prentice-Hall.… [Read More]


Can brands last forever? There is no reason for a brand to ever become obsolete, if a company does a good job of positioning. What is positioning? "Positioning is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market. The goal is to locate the brand in the minds of consumers to maximize the potential benefit to the firm" (Kotler & Keller, 2006, p. 288).

Kotler, P. & Keller, K. (2003). Marketing Management (12th Ed.). Upper Saddle River: Prentice-Hall.

Strong brands excel at delivering the benefits customers truly desires or need;

the brand stays relevant to the customer;
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Managing Advertising Sales Promotion Public Relation and Direct Marketing

Words: 4174 Length: 14 Pages Document Type: Essay Paper #: 80914305

Managing Advertising, Sales Promotion, Public Relation and Direct Marketing

Hundreds of theories exist that examine, outline, define and analyze the best methods for managing advertising, sales promotion, public relations and direct marketing campaigns. Slick advertising agencies offer manufacturers and retailers a variety of tools that do in fact support the advertising and sales promotion process. The primary key element however, that is common among all of these areas, and the one factor that truly will influence a marketing, sales or public relations campaign's success in the marketplace, is the ability to target audiences and respond effectively to consumers ever changing wants, needs and desires.

Consumers are becoming increasingly shopping savvy. The advent of technological advances such as the internet have allowed consumers new avenues for researching products and services on online at anytime. Most consumers have discovered that bargains can be found just about anywhere nowadays with a click of the mouse pad. Consumers want services and products that are reliable and easily acquired.

Customer service is also a key component to effective marketing, sales and public relations campaigns. A majority of consumers have stated that the quality of customer service has declined substantially during the last few years. Response…… [Read More]


Alonso, J. Shintaro, O. "Right messages for the right site: online creative strategies by Japanese multinational corporations." Journal of Marketing Communications, Vol. 9, No.4, (December) 2003. 221-239

Axarloglou, Kostas. "The Cyclicality of New Product Introductions." Journal of Business Research, Vol. 76, no. 1: University of Chicago

Brucks, M. & Grewal, D., Ozanne, J. & . "A Study of Information Search Behavior during the Categorization of New Products." Journal of Consumer Research, 18 (March) 1992, 45204663

Hellenbeck III., Edward. A. November 11, 2003. "Great Service: The Key to Sustainable Differentiation." Marketing Available:
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Brand Equity Is the Sum

Words: 736 Length: 2 Pages Document Type: Essay Paper #: 59226434

This stage provides comprehensive information for use in marketing and promotional plans.

Dave (2002), puts it that "The Brand Equity measure summarizes consumer perceptions on five dimensions: Familiarity, Uniqueness, Relevance, Popularity, and Quality." From this, it is apparent that the promotion point and reputation of any company and products is hinged on the brand equity.

Why companies fail in brand equity

All it takes to shrink a brand in today's hyper-linked global network is a single mistake and errant behavior. For instance the recent challenges that IBM and the Toyota brand faced simply due to a defect in their product.

The challenges extend beyond erroneous policies and errant behavior. Global brands must also contend with the fundamental reality that consumers tend to prefer domestic brands over foreign brands. Studies show that home-grown brands get preference over the foreign brands. In some of the world's biggest and richest markets (the U.S., Germany and Great Britain among them) the demand of local brands is especially prominent. If a company is not cognizant of this fact, then it will automatically fail to create brand equity and consequently lose out on the brand community.

Comparatively few companies reveal a clear, steady commitment to effectively…… [Read More]


Dave W. (2002). Building Brand Equity Through Advertising. Retrieved on April 11, 2010 from

Kenneth J.R, (2010). Creating the Preeminent Global Brand. Retrieved on April 11, 2010 from
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Branded Forever Brands Cannot Be

Words: 792 Length: 2 Pages Document Type: Essay Paper #: 78740729

These can bring in new audiences, retain old audiences (like dieters who might be alienated from Coke because of concerns about calories) or can encourage greater consumption (as children with the smallest of scrapes might want a Sponge Bob Band-Aid for fashion's sake). But all of these examples of product extensions do not alter the fundamental associations of the brand as synonymous with America, or with gentle and loving care (Kotler & Keller, 2003).

Brands can endure a great deal -- even Aunt Jemina, Barbie, and Betty Crocker remain, although the Civil Rights and feminist movements may shudder at their images -- the product remains popular, so people continue to buy. Of course, the downside to such ubiquitous associations between a brand and a product is that if the product, such as fast food, becomes unpopular for cultural reasons beyond the marketer's control, like the current war against obesity, the product (like McDonald's) may suffer. However, by changing its brand positioning, and stressing value with its Dollar Menu, rather than food, folks, and fun and a more homespun image, the brand is still solvent.

Brand durability may have a great deal to do with what consumers identify by and use…… [Read More]

Works Cited

Kotler, P. & Keller, K. (2003). Marketing Management

12th Ed.). Upper Saddle River: Prentice-Hall.

Troy, Mike. (24 Oct 2005) "The Roto role: how leading brands maintain their top-shelf status." DSN Retailing Today. Retrieved 19 Mar 2007 at
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Managing Reebok

Words: 3405 Length: 10 Pages Document Type: Essay Paper #: 67820504

Managing Reebok

History of Reebok

The company of Reebok started in England in around 1890 to provide shoes which could help athletes run faster. The cleated running shoes were developed by Joseph William Foster and he had then started a company to make hand-stitched athletic shoes for the runners of that time. The enterprise continued in that manner and started with the name of Reebok International due to the starting of a new company by the grandsons of JW Foster. The name was taken from the name of an African gazelle. The company came to USA in 1979 when Paul Fireman bought an exclusive license for distribution of Reebok in North America. From the beginning itself, the products were the most expensive, and were being sold for $60 a pair even in 1979. The sales increased over time, and became $1.3 million in 1981, and then the production capacity of the plant in UK was exceeded.

This led to a tie up with Pentland Industries, who are a British shoe distributor to establish a production facility in Korea. For $77,500 Pentland got 56% of the Reebok stock. This was also the time that aerobic dancing became popular as a fitness…… [Read More]

The international sales of Reebok were organized from the corporate office in Canton, and this office directly controlled sales in Latin America. The operations in Europe were controlled from the offices in Lancaster and London in England, as also the sales in the Middle East and Africa. There were wholly owned subsidiaries for marketing the Reebok branded products in Austria, Belgium, France, Germany, Ireland, The Netherlands, Italy, Poland, Portugal, Sweden, United Kingdom, Japan and South Korea. There were also majority owned subsidiaries for India, Mexico, and Spain. There were also 26 independent distributors and two joint ventures in which the company had minority interest. The entire effort marketed Reebok products in 170 countries and territories. During 2001, the total sales from international operations reduced to $1.170 billions from the previous year's figure of $1.176 billions. This was mainly due to weakening of the currencies against the dollar.

What are Reebok's and the industry's advertising and public relations strategies?

It has been stated earlier that the main strategy for all American sports footwear company has been to depend on celebrity endorsements, apart from New Balance. Even they had tried it initially. New Balance advertising featured unknown athletes and was generally released in special magazines like Outside, New England Runner and prevention as also on cable TV channels like CNN, the Golf Channel and A&E. The main slogan of the company is 'Achieve New Balance' and the slogan has not changed in five years. The headlines for the advertising are also different and like 'Life sucks go for a run'. The media strategy is clearly targeted at older people. This is the reason for Reebok to worry as the main buyers for Reebok are older people and kids who cannot spend $80 to $90 for a pair of shoes. Will New Balance finally upset the Reebok balance?
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Brands Cannot Be Expected to

Words: 464 Length: 1 Pages Document Type: Essay Paper #: 8082208

She is, like Betty Crocker or Aunt Jemina, more than a woman. According to the company fact sheet released to investors, Martha Stewart, the brand, now has an exclusive deal with Macy's, Inc., the department store behemoth and: "In November 2006, we published Martha Stewart's Homekeeping Handbook: The Essential Guide to Caring for Everything in Your Home. The book, which the Washington Post described as "the ultimate housekeeping resource," enjoyed an enthusiastic reception and climbed high bestseller lists across the country" and Martha's legal difficulties are forgotten ("Company Fact Sheet," 2006, Martha Stewart Omnimedia Website).

Of course, brands must constantly reinvent themselves -- all of these homemaking icons have changed their image to become more contemporary. Martha Stewart fixes fast and easy recipes, Betty Crocker makes low fat cake mixes, and Aunt Jemina has grown more politically correct in her depiction on the box. But a brand must stay the same, somehow, and change -- can this be explained by positioning alone? This still seems like a debatable question.… [Read More]

Works Cited

Kotler, P. & Keller, K. (2006). Marketing Management. (12th ed.). Upper Saddler River:

Prentice Hall.

Company Fact Sheet." (2006). Martha Stewart Omnimedia. Investor Relations. Retrieved 22 Mar 2007 at
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Brand Relationship When Fournier Describes the Relationship

Words: 649 Length: 2 Pages Document Type: Essay Paper #: 99239651

Brand Relationship

When Fournier describes the relationship that consumers have with a brand, she is referring to the attributes that consumers ascribe to that brand and then relate to. These attributes go beyond the attributes of the product itself, such that the brand can be transferred from one product to another. An example of a brand with which consumers have a high degree of relationship would be Body Shop, to which consumers often ascribe a set of values -- all Body Shop products receive these attributes to the consumer. Thus, the consumer is purchasing Body Shop first and an individual product second. Aisner (1999) discusses the concept in conjunction with New Coke. The strong relationship that people had with Coca-Cola backfired on the company, because consumers rejected a change to the product on the basis that it was not consistent with their view of the product.

In the fast food industry, some brands have more successfully created relationships than others. One of the best is McDonald's. The former creates a relationship with consumers beginning at an early age. This relationship evolves as the consumer grows older, but McDonald's always seeks to be a source of comfort and reliability to the…… [Read More]

Works Cited:

Aisner, J. (1999). More than a name: The role of brands in people's lives. Harvard Business School Working Knowledge. Retrieved May 2, 2011 from 

Mitchinson, R. (2010). McDonald's -- Helping people fall in love with the brand again. Account Planning Group. Retrieved May 2, 2011 from
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Managing the Budget Process Ref

Words: 1371 Length: 5 Pages Document Type: Essay Paper #: 76082813

In October 2005, EXXON had to pay a $8.7 million civil penalty, while at the same time spending $9.7 million on community environmental projects. In my opinion, these are unnecessary costs that can be eliminated in the future with an adequate financing for research and development in environmental protection and pollution reduction.

The marketing segment also needs an increased attention in 2006. For example, on the gasoline market, EXXON brands such as Mobil or Esso are already well-known throughout the world. Nevertheless, the specificity of the industry brings about the necessity to constantly promote these brands. How is an Esso gas station different from a Shell or Texaco one? EXXON needs to think out marketing campaigns deemed to bring out the main competitive advantages over other companies on the market: excellent service, better quality gasoline (going hand in hand with the spending in research and development in this segment, previously discussed), qualified personnel. These assets need to be constantly in the attention of the consumer.

Additionally, we have the smaller EXXON brands to consider. On the Run, the franchise system, or Speedpass are smaller brands in the EXXON portfolio on which increased marketing spending needs to be considered.

If properly…… [Read More]


1. Exxon Mobil to spend $571m upgrading refineries. Reuters. October 2005. On the Internet at

2. Blum, Justin. Exxon Mobil's first quarter earnings shoot up. Mail Tribune. April 2005. On the Internet at
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Management Class 494 I Executive Summary Case

Words: 587 Length: 2 Pages Document Type: Essay Paper #: 37741874

Management class 494, I Executive Summary case title Nascar: A Branding Success. Marketting Strategy book O.C. Ferrel, I international student, I write summary formal words make an international student essay IA, I sounds weird write Executive summary a I write.

NASCAR executive summary

NASCAR, short for The National Association for Stock Car Auto Racing, is a relatively small size firm, but which also has an increased importance within the national and international auto racing events. The success of the organization is based on several key features, including the dedication of the staff members to high quality operations and services, the wide reach of the company outside the geographic borders, but also, the strength of its marketing approach.

The marketing team of NASCAR is highly skilled and qualified, and, along the years, has produced some of the more successful measures to attracting the attention of the audience, as well as its trust and loyalty. In other words, the result of the marketing efforts has been represented by the creation of a strong brand, which precedes the company worldwide, and guarantees the satisfaction of the audience, as well as the final success of the firm.

The branding strategy of NASCAR is generally…… [Read More]


Ferrell, O.C., Hartline, M., 2010, Marketing strategy, 5th edition, Cengage Learing
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Management Strategy Apple Inc -- Management Strategy

Words: 2370 Length: 9 Pages Document Type: Essay Paper #: 38943658

Management Strategy

Apple Inc. -- Management Strategy

Vision, Mission, and SMART Objectives


SMART Analysis

Strategy Implementation

Management Strategy

Apple Inc. has had a long history of reinventing itself. The first Apple computers were built in a garage without any type of case, monitor, or keyboard. Despite these modest origins, there was still demand for Apple grew exponentially. It wasn't long before Apple introduced the trademark Macintosh and then the Mac OS X which revolutionized the company. It was also at this time also dedicated much of the company's resources to aesthetics and further developing the Apple brand image through distinctive designs and intuitive features. This dedication to user friendly designs created generations of loyal customers who have fully embraced the Apple brand and champion the Apple products. The digital hub strategy which was responsible for the iPod, iPhone, and iPad completely revolutionized the industry. Make no mistake, Apple's competitive advantage is due to their ability to innovate and reinvent themselves at every corner.

However, with the death of Steve Jobs and information surfacing publicly about some of the challenges faced in the supply chain in regards to social and environmental issues, Apple must again reinvent themselves in order to…… [Read More]

Works Cited

HP, 2012. A Creative Outlet for Mac's Digital Hub. [Online]

Available at:

[Accessed 11 February 2012].

Meyer, D., 2011. Can Apple Redeem Itself on Supply Chain Sustainability? Taking a Cue on Accountability from Nike's Playbook. [Online]
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Management of Change Campaign Internal

Words: 2506 Length: 8 Pages Document Type: Essay Paper #: 16564369

The content language adopted for white collar workers will be a simple, plain one as the goal is for the message to be understood best and used by the employees in their interaction with the customers. In global communication campaigns, the language will be the same for white and blue collar workers and therefore a simple and plain one for everyone. In specific communications, the language can increase in complexity if the auditorium that needs to receive the message had a higher education level.

The content will take under consideration the cultural differences between the corporate headquarters country (e.g. UK) and the local offices (e.g. Korea) and adapt global campaigns to the local requirements. Additionally, the content will be designed to match company objectives and how these objectives can be understood by personnel. Therefore, a specialized team will be dedicated to understanding the personnel, the company values the personnel needs to be familiar with. Ericsson, the telecom giant is a good example of a company that outsources the internal communication processes to a specialized company as its personnel's increased diversity was too inefficient to be handled internally, communication-wise (Zetterquist, 2006).

The people in charge of transmitting the corporate messages

From…… [Read More]

Reference List

Acosta, C., Leon, V.J., Conrad, C., Gonzalez-Cervantes, R. And Malave, C.O. 2004. Case Study on Culture and the Implementation of Manufacturing Strategy in Mexico. Journal of Manufacturing Systems, vol. 23(3): pp. 173-181.

Davis, Alison. 2005. Applying Employee Demographics. Strategic Communications Management. August 1st,

Hofstede, G. 1984. Cultural Dimensions in Management and Planning, Asia Pacific Journal: pp.84-99.

Internal Comms. 2006. The Top Seven Macro-Trends in Internal Communications. April edition,
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Management Action and Productivity Businesses in Developed

Words: 2475 Length: 9 Pages Document Type: Essay Paper #: 22553671

Management Action and Productivity

Businesses in developed countries tend to think of Corporate Social Responsibility (CSR) as a characteristic that is centered in their own businesses or, failing that, situated in the industries of wealthier nations. The CSR movement is substantively skewed in the direction of the developed world where the motivation for adopting a CSR initiative is driven more by altruism -- or "enlightened self-interest" (Vogel 2006: 18) -- than profit margins. It is unusual to find a perspective that considers CSR from the perspective of a sourcing company. In the centrically-oriented corporate arena of the developed world, CSR is seen as originating with the company that establishes a supply chain with a multinational company -- not the other way around. In order to manage and control ethical issues arising from doing business with overseas markets, many corporations rely on a social compliance model (PricewaterhouseCoopers 2007).

The social compliance model requires first an assessment of local laws and the supplier's own standards or codes of conduct, and second, compliance monitoring of the supplier against those foundations. Typically, the monitoring functions are carried out by the suppliers' own specially trained staff or by external agencies. That this system is not…… [Read More]


Buying your way into trouble? The challenge of responsible supply chain management. 2004. Insight Investment, HBOS. London, UK: Acona Investment Consulting. Retrieved

Cooper, D.R. And Schindler, P.S. 2008. Business Research Methods, 10th Ed. Edition, McGraw-Hill.

Environics International 3rd Annual CSR Monitor. 2002. (In November of 2003, Environics became GlobeScan Incorporated. [Press release] Retrieved 

Eslenshade, J. 2004. Monitoring Sweatshops: Workers, Consumers, & the Global Apparel Industry. Temple University Press.
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Management Part I The Biggest

Words: 1848 Length: 5 Pages Document Type: Essay Paper #: 12591157

(Bhatnagar, 2004)



The following Decentralization Worksheet contains some observations on decentralizing. As you review each of the statements, provide an example that illustrates why this statement is important and related problems and benefits of the situation or condition indicated in the statement. SELECT ANY 2 Decentralization Worksheet: A large number of factors determine the extent to which a manager should decentralize. Clearly, anything that increases a manager's workload creates pressure for decentralization because only a single person can accomplish a finite level of work. As with many facets of management, there are advantages and disadvantages to decentralization.


The greater the diversity of products, the greater the decentralization.

An organization, such as a national supermarket chain, that sells a diversity of products will benefit from decentralization because decentralization allows local and regional managers to tailor the selection of goods to the specific market -- and also prevents a stocking up of goods not desired by that market, but desirable perhaps in other regions.


The larger the size of the organization, the more the decentralization.

This principle seems like a no brainer -- until one encounters a 'control freak' manager in a large organization, which underlines this…… [Read More]

Works Cited

Bhatnagar, Parija (17 Nov 2004) "The Kmart-Sears Deal." CNN/Money. Retrieved 20 Jan 2005 at (17 Feb 2004) "Cingular nabs At & T. Wireless for $41 B." Retrieved 20 Jan 2005 at
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Managing a New Product Launch Contemporary Marketing

Words: 1953 Length: 7 Pages Document Type: Essay Paper #: 16184690

Managing a New Product Launch

Contemporary Marketing

This paper discusses Keurig at home gourmet single-serve coffee product launch. Keurig is an established business attempting to break into the at-home single-serve product industry. It attempts to distinguish itself as a key player by offering gourmet coffee services. Coffee continues to be a booming product, with many opportunities. While coffee consumption continues to grow, there are many potential obstacles that Keurig may face. For example, there have always been many competitors in the market. There are two-serve and even single-serve vendors already in the market. The manner in which Keurig at home single-serve will attempt to distinguish its product successful is by promoting itself as an upscale provider to young, primarily male coffee drinkers interested in buying a high quality product with lots of variety. The odds are the company will do well if it markets its product to vendors that already offer gourmet coffees and roasters that vend their coffee to officers and other large-scale buyers. The breakdown of this analysis is provided below for further review and discussion.

Define Issues/Problems

The problem in this study is how to penetrate the at-home coffee consumer market segment; and do so without losing…… [Read More]


Anderson, E.T. 2005 Feb, 28 "Keurig at home: Managing a new product launch.," Harvard

Business School.

Jordan, B.D., Ross, S.A. & Westerfield., R.W. 2003. Fundamentals of Corporate Finance. 6th

Ed. McGraw-Hill Irwin.