Abstract
This paper gives the reader an investigation into the concept of brand equity in relation to the modern retail environment. The project considers the issue in relation to a number of other issues which have an impact on the retail sector considering, the changing nature of the retail market, the use of on-line elements of branding and how the concept of branding and brand equity interact with the modern retail consumer.
The paper gives the reader a complete set of research and includes, a comprehensive background, research aims and objectives, a specific methodology, literature review and a findings and analysis sections. The paper in conducting the research has made use of a variety of methods including both primary and secondary research methods using quantitative and qualitative data. Finally having conducted the research the paper gives an indication as to the limitations of the project and what subjects the researcher believes would be beneficial for further researchers to engage in, in future projects.

Outline:
1.0 Background
2.0 Research aims and objectives
3.0 Methodology
3.1 Research approach
3.2 Research philosophy
3.3 Primary research
3.4 Secondary research
3.5 Research Sample
3.6 Qualitative and quantitative data
3.7 Primary research analysis
3.8 Findings and analysis
3.9 Ethics health and safety
4.0 Literature review
4.1 Key Concepts
4.2 Consumer experience
4.3 The value of brand equity
4.4 Brand loyalty
4.5 On-line markets
4.6 Brand devaluation
5.0 Findings analysis
5.1 Primary research findings
5.2 Key trends
6.0 Conclusions
7.0 Personal reflections
8.0 Further research
Consumer Brands Questionnaire
Questionnaire Results (Quantitative questions)
Bibliography

From the Paper
"Over the past decades both the retail industry and the economy as a whole have seen some dramatic changes, in both trading conditions and the business models which have been adopted to react to such conditions.
"In the first case the very fabric of the retail business its self has changed, going through several business models. Two decades ago many in the retail sector operated on a small single branch basis, with locations in inner city areas and town centres. From the 1990's onwards the retail business model saw the introduction of the chain store. Stores such as Next pioneered the concept that consumers felt at ease being able to receive standardized products and services, served in more or less identical looking stores on a national basis. Further in the development of the business model, the location of such large national chain stores has also changed.
"Where stores were once previously sited in inner city areas and town centres, chain stores have become part of the out of town retail park revolution. To this day many retailers which operate with the traditional bricks and mortar outlet as the primary distribution channel operate from out of town locations. Such out of town locations in the retail sector range from the construction of single outlet retail site on the edge of town, most commonly favored by the supermarket chains. In addition the model has also seen the construction of entire retail "villages" dedicated to the retail experience and often having a singular theme such as discount outlets or luxury shopping malls."

Tags:brand, equity, retail, marketing, internet, commerce, consumer, positivist, ethics, on-line

Abstract
The secret behind the success of Victoria's Secret seems to be its brand recognition, its excellent quality and its ability to identify a correct market. This paper studies the company's past and future promotion campaigns and illustrates its target markets and budgets.
Table of Contents
Executive Summary
Target Market
Product
Price
Place
Promotion
Budget
Summary
Works Cited

From the Paper
"The key strength of Victoria's Secret is brand recognition and brand loyalty. It's massive advertising campaigns have been largely successful due to the brand equity of the product. Victoria's Secret products make their customers feel sexy and good about themselves.
The upcoming launch of the new swimsuit line will mark the entrance of Victoria's Secret into a new area. It has had great success with the launch of its bra lines and was a leader in the introduction of thong underwear. Thong underwear was a risky product line, especially considering more conservative customers. However, sales have increased every year since its introduction. The key to this success was due to the already established customer loyalty. "

Tags:swimwear, advertising, women, bra, Dream, Angel

Abstract
This paper looks at the different marketing and business strategies of companies whose business is solely through their website (click-and-click companies) and those whose website is an additional source of sales (brick-and-click); but who physically have a storefront. Their strategies are compared for their effectiveness and ability to reach the audience the companies seek.

From the Paper
"The first characteristic of the Internet store is the importance of the web site. The web site is the basis of the Internet store, with accessibility and ease-of-use determining whether the customer will purchase from the store and return to the store. The web site is the equivalent of a retail store front's location, if it is easy to get to, customers will be more likely to visit it again. Unlike retail stores, the biggest concern is how easy the store is to move around in. Ease-of-use is said to be the most significant factor, with ease-of-use comprising three attributes: how quickly the web site downloads, how easy the first page is to understand and how easy it is to navigate between pages (Kotler 48). Click-and-click retailers have built their businesses based on the online presence and so tend to be aware of how important the web site is. Part of their marketing strategy involves making the web site as convenient and easy-to-use as possible."

Tags:internet, website, user, customer, sales, retail, business, company, online, strategy, content

Abstract
This paper focuses on the representations of women's body image in the media and asks how these representations affect women?s self-image and behavior.

From the Paper
"The images of the media surround us constantly. According to Peach (1998): "We are exposed to over 2,000 ads a day, constituting perhaps the most powerful educational force in society. The average adult will spend one and a half years of his/her life watching television commercials". (p. 128). Leafing through the morning paper we unconsciously take in adverts and photographs. Going to work we pass billboards, signs on bus stations and busses, company logos on clothing and merchandise. At home relaxing in front of the television we are bombarded by images. What are the main messages that are conveyed by this unstoppable deluge of the media?"

Tags:advertising, body, image, women

Abstract
This paper addresses the key ethical conflicts for advertisers and marketers, including issues such as shock advertising, pester power and other issues which are often considered as ethically controversial. The paper considers the legal conflicts and also considers a number of case study examples, including those of Carlesberg Larger, Procter and Gamble and social marketing efforts on the behalf of the NSPCC and for the UK department for transport.

Outline:
Introduction
The Personal Nature of Ethics
Specific Issues in Relation to Advertising and the Law
Case studies
Conclusion

From the Paper
"Firstly before going on to consider some of the practical ethical issues which companies face in there marketing one must acknowledge a problem in marketing ethics which is largely the consideration that ethics are often a personal opinion. Whilst legal standards are those which society generally agrees upon to the extent that legislation is put in place which is enforceable in the courts (Jobber 2007) ethics on the other hand represent standards which may be disputed for instance in the marketing of products with genetically modified ingredients there are those such as Greenpeace who would argue that such practises are unethical. On the other hand there are those who see such technology as generally being beneficial to society in the race for food security (Ethical Corp 2010). As such this highlights the fact that even were a firms marketing efforts intend to be ethical the choices may be reflection of personal opinion rather than a true reflection of societies views at large. Directly related to this in the field of advertising is the consideration of "shock tactics", one of the key criticisms for advertisers is the use of such extreme or explicit tactics in the sale or goods or services (Mittal 2007) however there is the consideration that what is extreme or explicit is firstly related to a personal set of values. Secondly there is a debate in the literature in regard to the element of context, whilst companies are often condemned for the use of such tactics in relation to profit making activities there is often a much more tolerant attitude when such tactics are used in for example public health or safety campaigns."

Tags:shock, advertising, pester, power, children

Abstract
This paper examines how the U.K. lager market is a most significant area in terms of sales volume and advertisement value. The paper explores the different ways in which the beer and lager industry uses advertisements to reach their target market by identifying different themes, trends and techniques common in advertising. The paper also includes pictures of different advertising campaigns.

Outline:
Executive Summary
Industry Overview
Terms of Reference
Method
Findings
Advert Analysis
Media
Segmentation, Targeting, Positioning
Consumer buyer Behavior
The Decision-Making Process
Environmental Influences-STEP Analysis
Individual Influences
Group influences
Strategy
Product
Price
Place
Promotion
Critique and Recommendations
Bibliography
Appendixes

From the Paper
"Keeping their target group in mind, marketers in the lager market often promote their brands in sporting events knowing that a large proportion of their target group will be following such events. The lager adverts are therefore likely to be witnessed by many of the targeted consumers. Another important issue with perception is the notion of selective retention, which suggests that the majority of all messages that are sent to consumers are not noticed. People tend to "block" many adverts and it is therefore important for marketers to imprint their messages in the minds of the consumers with repetitive advertisements. This is particularly important in markets where products are not very differentiated, namely the lager market. Correspondingly many lager brands have well known slogans and logos. "

Tags:adverts, promotions, beer

Abstract
This paper provides a detailed analysis of the dynamics underlying consumer behavior. The author provides an in depth explanation about what consumer psychology involves, emphasizing perspectives on how advertising works , consumer-based response measures and present state of knowledge about measures of advertising effectiveness.

From the Paper
"Consumer psychology is the study of the dynamics underlying consumer behavior specifically concentrating on the use of psychological concepts and methods to explain, predict and influence behavior (Assael, 1992). Consumer psychology perspectives on how advertising works therefore puts much weight on the psychological dimensions of individuals as consumers and how advertising effects them. In other words, consumer psychology attacks the subject of advertising from a psychological point of view. The behavior outcome of advertising (the consumption of produce or a service) is therefore a complex interplay of many aspects. This is because humans are complex individuals and the process involves many levels of psychological functioning on behalf of the individual."

Tags:advert, buy, convince, sell, advertising, influence, t.v., commercial

Abstract
This paper examines the intellectual property law of 'passing off'. The paper explains that the law of 'passing off' is a common law right of action in the law of tort and is based on the premise that 'nobody has any right to represent his goods as the goods of somebody else'. The paper looks at how the action is effectively one of unfair competition, and applies generally to situations where there is no registered trademark or any other intellectual property right. The paper then points out that a typical scenario would be when a defendant uses an unregistered trademark normally used by a claimant, and in so doing, represents the goods or services in such a way that the public is deceived into thinking that they are being offered by the claimant. The paper also explores how protection under the law of passing off is very much dependent on how much importance consumers place on the part when purchasing the product in question. In conclusion, the paper shows that the courts generally adopt a restrictive approach towards protecting the descriptive and the functional because granting such protection will have a negative effect on the market, and ultimately this is a question of fact, and the courts will look at all the circumstances of each case before making a decision.

From the Paper
"So long as these criteria are fulfilled, the claimant would have successfully established 'goodwill' for his goods or services, but a descriptive mark runs the greatest risk of becoming too distinctive over time that it is deemed generic. By losing its ability to indicate source, the claimant can no longer rely on the law of passing off to protect the mark. This danger has been highlighted by the case of Linoleum Manufacturing v Nairn [1878], where the public began using the term 'Linoleum' to refer to the product generally, without connoting the source of manufacture. As such, the courts will be reluctant to allow monopoly over such terms so as to promote healthy competition in the marketplace."

Tags:intellectual, property, copyright, patent, trade, mark

Abstract
This paper examines how sales promotion is a major part of modern day marketing activity and how there are many companies spending millions of pounds on promoting financial products. It attempts to evaluate the use of promotions in financial services marketing with reference to organizations within the financial services sector. It shows how advertising and promotional efforts have become more regionalised and specifically tailored towards targeting a specified audience and how companies and corporations in the financial services sector have begun to adapt to the Internet and to promote on-line support in recognition of the service.

From the Paper
"The advent of the internet and increasingly sophisticated technological applications are acting out important roles - in all aspects of business, sales and marketing. Monitoring customer activity is a challenge for all companies in industry. The marketing department can be sure to identify and assess certain conditions under which a communication will have an intended impact. When these conditions are adhered to, the company automatically contacts the customer with the appropriate personalized message. In practice, this is known as the emergence of dialogue marketing. This useful communicative tool can be used to reactivate or retain customers."

Tags:bonds, communication, futures, gilts, insurance, investment, profits

Abstract
The media has a large effect on society as a whole and there has been an increase in media exposure over the years. The thin, waif-like look is seen as the ideal, a standard for women to be measured against. The paper shows that women are under lots of pressure to conform to the ideals of society and the majority of women are on diets or have dieted at some point in their life. This leads to low self esteem and poor body image, which is a precipitating factor in eating disorders. This essay discusses whether the media is the catalyst for preoccupation with slimness and a major contributor to eating disorders in young women.

From the Paper
"The media is often quoted as a scapegoat for the increase in eating disorders. Linda Grant's opinion is that: "Women don't set out to become anorexic, they begin by thinking they're too fat because everywhere they go the media is telling them that they are right" (Barrett, 1997). This assumes that the causes of eating disorders are simply triggered by an individual feeling overweight, which is not the case. Eating disorders have many causes, some evidence suggests that an eating disorder can exist without this pathological fear of being overweight (Lai, 2000). If these effects of the media are obvious then why is it that only 1-3% of women suffer from an eating disorder? "

Tags:anorexia, bulimia