Branding
Essays

¶ … exchange of currency have proliferated the Internet marketing world. Customers have faster and easier access to methods of exchange, deposits and payments, than ever before and the changes have come rapidly as more…

For many decades, the market for cola could be easily summed up as follows: Coca-Cola vs. Pepsi-Cola. Although Coke clearly dominated, Pepsi was a strong 'also ran,' particularly after branding itself as the taste of…

Lindstrom's brand sense theory posts that branding should incorporate all of our senses, not just the visual. He argues that because most branding is focused on visual elements such as logos, designs and the rendering…

There are several significant advantages of using qualitative measurements in marketing research. The most significant is the ability to capture the voice of customers that may have evaded the more structured, numerically-based approaches that force respondents to provide a specific set of answers. Qualitative research can also lead to entirely new insights into a new market or service that has not been seen in the past, given the open-ended questions inherent in this approach to research. Qualitative research techniques also can be used to capture the shared knowledge of experts as well, as the Delphi Technique is so well-known and used for. Capturing the tacit expertise and knowledge of a specific group of thought leaders can also be accomplished using qualitative techniques as well. Additional advantages of qualitative measurements include the ability to complete greater exploratory or primary research into a specific subject, often following a specific line of questions as they develop within an interview. An additional advantage of qualitative research techniques are the ability to understand how prospects and customers make trade-offs on substitute products and services. While price elasticity studies are often highly quantitative in scope, the use of interactive discussions of pricing trade-offs can be highly effective in determining just how much a prospect is willing to sacrifice price for a given feature or benefit. The total value of a brand can also be ascertained through the use of these types of qualitative techniques, providing respondents with the ability to define in their own terms the value of the experience a brand delivers. The many advantages of qualitative research are predicated on having more interactive sessions with respondents, including the ability to ascertain how they make trade-offs over time on value versus price. For the many advantages of qualitative measurements, there are several disadvantages as well. First, the results of any study predicated on this approach cannot be analyzed at the higher levels of statistical analysis. As the results of studies and research completed with qualitative measurements are by nature not nominal, ordinal or interval in terms of data orthogonality, they cannot be used to represent an entire customer or segment population. At best they can be used as a means to capture nominally-based data that can lead to only a rough approximation of an overall market size or series of market dynamics. Qualitative data can only be as useful as the means used to capture it as well; if a methodology is very informal and focused on a series of loosely-guided objectives, the overall data will of mediocre quality at best. When the goals and objectives of a research study, in addition to the sampling frame and methodology lack rigor or precise focus, the resulting research can also lack precision and meaning. It is more difficult to create greater levels of meaning and transferability of data when the methodologies are highly qualitative in scope; the data is only relevant for a specific series of objectives and often is defined by applicability to a given point in time as well. Qualitative data is often also open to interpretation, as the methodology can be debated in terms of its relative appropriateness, robustness and value over the long-term. Finally, qualitative data cannot be taken entirely on its own; it must be combined with a series of other research sources to ensure relevancy and accuracy of interpretation, especially over time. In conclusion, qualitative data needs to be taken in context and often balanced with quantitative data to ensure a 360-degree view of a given situation or strategy of interest has the greater level of insights gained from research efforts.

The logo for the product, which consists simply of the product's name in a very specifically designed font and color scheme, is meant to evoke both the upscale nature of the device and system, as well as the youthful…

Vision -- If You Build a Singular Vision, Many Will Come true business leader is a man or woman with a clear, holistic vision for his or her organization. "As a nation can't survive without public virtue," a firm "can't…

All products require a "branding" effort to successfully compete for customers. Destination branding is about combining all the attributes associated with the place (i.e. its products, andservices from various…

Cuban cigar industry is a microcosm of how industries become weakened when communist regimes cripple free enterprise with the intention of keeping specific industries more nationalistic, free of outside investment and…

This paper is a critical, academic book review of Tom Standage's A History of the World in Six Glasses. For Standage, the beverage commonly consumed in a civilization is profoundly revelatory of its agricultural and industrial practices, its class structure, and its cultural concerns. Each beverage is associated with a particular 'case study' of a civilization, although the book takes a chronological approach.

Diversification as a strategy for business growth usually gives rise to successful companies. The strategy of diversification must be incorporated together with other strategies in order for the business venture to be highly successful. This can be seen in the case of Virgin Atlantic which has grown to be a leader in the airline industry. On the other hand, when diversification is not done in the right way and in conjunction with other considerations, it will lead to a failure of the business venture which was the case for Virgin Cars.