| Papers [1-14] of 100 :: [Page 1 of 8] | | Go to page : 1 2 3 4 5 6 7 8 —> | Search results on "INTERNATIONALIZATION BRANDING": |
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Internationalization of Branding, 2006.
An in-depth paper on how retail clothing companies are working to internationalize their brand names.
17,074 words (approx. 68.3 pages), 46 sources, APA, £ 176.95
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Abstract
This paper discusses at length the challenges faced by the retail fashion industry. After a thorough overview of current issues, the paper launches into a case study of Perry Ellis, Inc., a major fashion retailer, which owns thirteen brands, including Perry Ellis, Penguin Sport and Southpoint. Perry Ellis, Inc. also licenses an additional five brands, including Nike and Tommy Hilfiger. The author explains how Perry Ellis has leveraged the brand-name familiarity to become a lucrative company. The paper also provides a case study of the Levi Strauss company, and shows its distinct branding style.
From the Paper
"In the past few decades, issues surrounding branding in the retail industry have emerged as a significant concern for retailers, consumers, and the fashion industry alike. Organizations are using branding as a strategy tool in today's business environment with increasing regularity. Although brands and branding are not new ideas, retailers are applying them to more diverse settings where the role of branding is becoming increasingly important (Wentz & Suchard, 1993). The traditional role for brands has recently reemerged as a topic of interest, as retailers are increasingly turning toward the internationalization of brands to survive in the highly competitive industry. With the growing realization that brands are one of a retailer's most valuable intangible assets, branding has emerged as a top management priority in the last decade. As a result of its highly competitive nature, branding carries a significant effect in the retailing industry as one of the main drivers influencing customer perceptions, store choice and loyalty. Thus, as an attempt to offer more to the consumer than just low prices, retailers are developing marketing strategies that build store equity and differentiate their brand."
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Marketing: Co-Branding, 2006.
An analysis of the use of co-branding as a marketing technique.
1,669 words (approx. 6.7 pages), 3 sources, MLA, £ 38.95
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Abstract
The paper explains that co-branding began as "product placement" in movies, and has moved into every medium as a major form of advertising. The paper reviews the process whereby a co-branding campaign is developed, and explains how co-branding delivers a message to consumers, noting critics' objections over exactly this point. The paper provides numerous examples of how co-branding is used on the internet by ISPs, and on the world wide web through various web sites. The paper analyzes Tribal Voice's product, Pow Wow, as an example showing how software can modify the appearance of a web site to match another brand's appearance. The paper identifies potential problems with co-branding. In conclusion, the paper finds that co-branding is like any other advertising technique in that it should only be used with a great deal of forethought. Table of Contents Introduction: What is Co-Branding How Does Co-Branding Work Co-Branding on the Internet and World Wide Web The Bad Side of Co-Branding
From the Paper
"Co-branding has been around as an advertising technique for many years under another title, that of product placement. The most familiar use of it is in the movies and on television where it's not at all uncommon to see several products co-branded. Many critics of co-branding also call this technique subliminal advertising. "For example, one is watching a movie, which of course become the platform upon which the co-branding is built. The characters are engaged in some ordinary activity but at the same time they are using as "props" branded merchandise of some company or in many cases, several companies. For the sake of discussion say they are eating lunch at a McDonald's or a Wendy's. "Automatically the restaurant becomes a co-brand with not only the movie title but the production studio as well. If they happen to be consuming for example, a Coke, this becomes yet another co-brand in the mix. Suppose there is a cell phone with its product name viewable this prop too becomes a co-brand. And on and on the list can go to the point that there can be almost any number of co-brand products seen in the scene."
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Branding and Two Israeli Products, 2002.
This paper discusses branding and its application in two Israeli companies, including the use of urban space for advertising via the method of advertising on buildings and on billboards.
7,405 words (approx. 29.6 pages), 14 sources, £ 115.95
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Abstract
This paper compares the background and marketing programs of two companies operating in Israel: the Neviot mineral water company, an Israeli company, which is an aggressive marketer; and the Buiron homeopathy company, a Belgian company, which is a more traditional marketer. The author points out that Neviot was one of the first companies to adopt the advertising-on-building media by showing a huge bottle of mineral water painted on the wall of a thirty-six-story tower building located next to a freeway. This paper states that advertising on buildings is a form of urban decoration.
Table of Contents
Introduction
Branding and Space - Theoretical Background
The Meaning of Branding
Branding and its Ramifications
Consumer?s Perspective
The Firm?s Perspective
Branding Approaches
Individual Product Brand
Family or Blanket Brand
Company Brand
Distributor Brand
Licensing
Brand Image and Perception
Marketing
Penetration
Market Development
Product Development
Diversification
The Art of Brand Construction
The Myth of Brand Loyalty
The ?Neviot? Company
The ?Boiron? Company
Background
Main Groups
The Products ? Strengths and Weaknesses
Strengths
Weaknesses
The End Consumer
The Market Characteristics
The Development of the Market and Estimate of the Market Size
Marketing Strategy
General Strategy
Entering the Market ? General
Activity When Entering the Market
Survey
The Salesmen Force
Sales Promotion
Medical Reliability
Professional Advertisement
Summary and Conclusions
From the Paper
"A brand is a name, concept, sign, symbol, example, decoration or combination of the aforementioned designed to identify the goods, products or services of an individual seller or a group of sellers, and to differentiate between these products and those of the competition. Brands shape the image and ?personality? of the product, lending it features perceived as having overall quality by the consumer when they evaluate it against another product. Coca Cola is the name brand of a soft drink. There are several parameters used to assess soft drinks (taste, color, texture) but the manufacturer brands the name Coca Cola so that consumers can classify the drink in a certain category that provides it with perceived features beyond the regular ones. When consumers purchase Reebok sneakers, they are not only purchasing shoes but shoes along with the added value derived from the name. As a result, consumers are prepared to pay much more for Reeboks than for regular shoes."
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Product Branding, 1999.
Examines the importance of product branding and how this influences customer's choices & loyalty. Looking at brand personality, cult brands, retail and high fashion branding.
2,250 words (approx. 9.0 pages), 8 sources, £ 56.95
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From the Paper
"Introduction
Manufacturers and retailers commit significant resources into creating a particular association for a product in the minds of consumers. For some products, the goal is to have consumers consider a particular item the best; for others, the goal is to be the most economical. This association is created through the use of brands, which encompass not only the name of a product, but also particular characteristics which may well be independent of the product category as a whole. Through this differentiation process, the manufacturer and retailer hope to capture and maintain a larger market share. In recent years, attention has been focused on the brand personality, which can be considered the psychological aspects of a particular brand. Creating, maintaining and even modifying a brand's personality is now deemed by some to be.."
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Internationalization Challenges and Strategies in China, 2006.
This dissertation is an extensive report of research to analyze the internationalization strategies taken by Xerox, Ricoh and Canon to respond to challenges posed by China's emerging market.
15,125 words (approx. 60.5 pages), 100 sources, MLA, £ 176.95
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Abstract
This paper explains that one of the major findings of this research to analyze the internationalization strategies taken by Xerox, Ricoh and Canon to respond to challenges posed by China's emerging market was that cultural distance was a far less significant internationalization challenge in the Chinese office electronics industry than the literature review suggested. The author points out that the research confirmed the significance of administrative heritage and organizational structure as key internationalization challenges that firm's face including those in the Chinese office electronics industry. The paper indicates that the internationalization process leads to a network of international market activities through foreign direct investment and other forms of international business involvement and may result in the inter-dependencies of all multinational corporations in one host country, which is one important aspect of internationalization.
Table of Contents
Introduction
Literature Review
Internationalization Challenges
Local Market Disadvantages
Disproportionate Operating Costs and a Denial of Benefits Afforded to Domestic Firms
Cultural Distance and Market Entry Modes
Political Bargaining and Positioning
Institutional Differences and Corruption
Local Density and WFOE Performance
Organizational Capabilities
Administrative Heritage
Organizational Structure
Internationalization Strategies
Exporting
International Licensing Agreements
International Joint Ventures and Strategic Alliances
Wholly-Owned Foreign Enterprise
Doing Business in China
The Global Office Electronics Industry
Research Design
Case Study Approach
Data Collection
Framework for Analysis
Case Studies
Short-Term Challenges
Cultural Distance and Organisational Capabilities
Political Bargaining and Positioning
Long-Term Challenges
Administrative Heritage
Organizational Structure
China Strategies of Office Electronics Firms
Discussion
Short-Term Challenges
Long-Term Challenges
Limitations
Conclusion
From the Paper
"There are many local market conditions that could test a company's resolve to enter a new and unfamiliar market, which present themselves as key challenges to firms. The initial challenge comes in the form of entry barriers. Jennifer Rankin (2003) interprets these barriers in terms of the huge investment and risks that the undertaking entails. Moreover, the return on investment may take years to materialize. So if the company is a penny-pincher afraid to take risks and also in a hurry to recoup its investment, it might as well forget internationalization."
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Branding for the Wine and Luxury Markets, 2008.
This is a research paper about the development of a luxury wine brand and how to manage and execute the branding strategy.
2,300 words (approx. 9.2 pages), 13 sources, MLA, £ 49.95
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Abstract
This paper discusses factors involved in creating and marketing luxury brands of wine. It discusses traditional and new strategies with regard to how to meet the demands of the "luxury consumer." The report is focused on the branding of luxury wines but uses examples of branding from other products to make its case.
Outline:
Background
Rationale
Scope of research
Validity and reliability
Market overview
Marketing management and design
Research objectives
Methodology
Research design
Research schedule
Resource requirements
12. Works cited
13. Bibliography
From the Paper
"Many new and novel methods of branding that have not been traditionally embraced by the wine industry, such as developing more assertive and descriptive names, has been one recent strategy on the part of wine marketers and this is an example of a strategy that luxury wine marketers can adopt (Clark pars.2-9). These and other strategies are the focus of this research project and are explored more fully in the overview of the related literature in later sections of this proposal."
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Internationalization of Thomas Pink, 2008.
An analysis of the background, development and internationalization of the shirt manufacturing company, Thomas Pink.
2,601 words (approx. 10.4 pages), 11 sources, APA, £ 55.95
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Abstract
This paper discusses the internationalization of London's famous shirt maker, Thomas Pink. It describes a background of the company and some of the reasons for the company's success. The paper then looks at how the company has developed since its establishment and describes its internationalization process. Finally, the paper discusses the effect of the market and the consumer on the company's success.
Table of Contents:
Introduction
Internationalization Process
Thomas Pink Internationalization Push and Pull Factors
Political Factors
Economic Factors
Cultural Factors
Competitors
Apparel Market
Consumer
Micro Analysis
Macro Analysis
Strategy
International Market and Marketing Research
Primary Data
Secondary Data
Market Research
Conclusion
From the Paper
"When entering an international market it is imperative to perform thorough market research. In Thomas Pink's case, the company must gather all the information on potential customers in these international markets. The research conducted by Thomas Pink on the markets of the United States, France, Turkey, Thailand, China, Ireland, and the United Arab Emirates has revealed that these markets lacked a shirt producer like Thomas Pink. Also, these markets presented a series of customers that matched the company's products. The expanding markets of Orient and the timing chosen by Thomas Pink to enter these markets was very opportunistic for the company, which used this niche to enter these markets with other products as well."
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Bally Total Fitness - Branding, 2006.
This article shows a study of the company and the brand name of Bally Total Fitness.
1,218 words (approx. 4.9 pages), 5 sources, MLA, £ 29.95
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Abstract
The objective of this work is to form the stance of a young professional in an advertising agency, who has been invited to pitch a new account to study the client's brand and develop a proposed brand vision statement and rationale based on the analysis. The chosen brand is Bally Total Fitness. In this article, the writer looks at the identity and brand values of the company. The writer discusses the attributes and particular expertise of the brand. This article also looks at consumer relations of the Bally Total Fitness Company.
Contents:
Brand Vision Statement and Rationale
Objective
Introduction
Core Identity
Brand Soul
Brand Values
Point of Difference
Extended Identity
Personality-The Core of the Brand Personality
Consumer Relationships
Functional Benefits
Emotional Benefits
Consumer/Brand Relationship
Summary & Conclusion
From the Paper
"The Bally Total Fitness campaign has a unique way of reaching consumers through down-to-earth advertisements. Furthermore, their unique combination of Dynamic Personal Training and Rapid Results Diet System and the new weight management program are all utilized in the creation of an individualized fitness regimen. In another customer-centric effort Red Nova reports that "Bally's in-house creative shop, RocketScience created the "Your Bally" campaign. RocketScience collaborated with Grupo Gallegos, a Long Beach, CA-based advertising agency, to develop the Spanish-language spots."(Red Nova website, 2004) The debut of the "Your Bally" campaign was December 26. Featured are four television advertisements, three in English and one in Spanish. All focus on health and fitness concerns of various consumers. Approaching customers through common every day matters such as dress size and junk food in the grocery cart and even a man struggling to fasten his pants after weight gain incorporated as the solution by Bally is both nutrition and exercise. (Red Nova, 2004)"
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Service Branding, 2004.
This paper discusses branding in the service sector, especially the training industry.
1,940 words (approx. 7.8 pages), 6 sources, APA, £ 43.95
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Abstract
This paper explains that service branding, more difficult than product branding, requires identifying the uniqueness and expertise of the service that is provided. The author points out that, in the training service industry, which is becoming a mainstay for almost all industries, especially in the technology and special skills arena, the effectiveness of the trainer plays a critical role in the branding process. The paper relates that identifying internal variables using performance-appraisal reviews, surveys, feedback, and management information system (MIS) tools can help organizations develop and implement quality service programs.
From the Paper
"To make the service more effective, the product should deliver what the service initially promises to the customers. The key components that result in the success or failure of an organization are the organizational goals and objectives. Any service agency should realize their strengths and weaknesses. The ability to do this can help the organization create service products that are better known and accepted in the market. Market share does not necessarily translate to higher profits or greater value for owners unless it substantially reduces market rivalry. Branding of services can help any training organization get recognition in the market for the various products that they may market. Sometimes a service company can get recognition in the market for one particular service and then may decide to diversify into other products that may be closely related to the most successful brand. Initial aggressive marketing and research and development costs are some of the major reasons for poor performance (where profits are concerned) for organizations that are still developing a brand service product."
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Impact of Branding, 2007.
This paper researches the impact of branding on the product development process through a review of selected literature.
1,358 words (approx. 5.4 pages), 12 sources, MLA, £ 32.95
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Abstract
The paper reviews the flow chart in product development branding, each step that is required in this process and the questions that the product developers must ask to ensure that value is added to the product during the development process. The paper discovers how the importance of branding considerations during the product development phase cannot be ignored by the company that hopes for successful marketing of its product. The paper concludes that branding a product in the development phase is considered by all experts to be crucial in the success of a product.
Outline:
Abstract
Introduction
Purpose
Questions of the Research
Methodology
Review of the Literature
Findings
Conclusion
From the Paper
"The findings of this research show that branding during the product development phase is key in successful marketing of a product as demonstrated by the companies Nike and Harley Davidson. (Briggs, 2006) It is important to differentiate the product from others with similar products as well as to provide protection for consumers from other products that might appear identical. Additionally this work has related the specific questions that should be asked in the product development and branding process specifically the questions of: (1) What extra value does the product bring to the marketplace? (2) How does the product create value for the customer? (3) How is the product different from what is offered in the marketplace now? (4) Will customers be interested in and willing to buy your product?; and (5) How many customers will buy your product? Will they buy more than one?"
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Marketing and Branding, 2004.
An analysis of the effect of marketing and branding on consumer behavior.
5,324 words (approx. 21.3 pages), 18 sources, MLA, £ 92.95
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Abstract
This is a dissertation paper that studies and explores theories and information on how consumer behavior responds to brand extension. This paper uses different company products, along with the brand?s product extensions, as examples for the basis of its analysis on how consumer behavior is affected by extension brands. This paper aims to provide the readers with adequate information on the following objectives of this research: an exploration of the strengths and weaknesses, opportunities and risks of brand extension by reviewing relevant theories; an exploration of consumer behavior; a look at the impact of brand extension on consumer behavior by collecting relevant data; and, finally, an analysis of the relationship between consumer behavior and brand extension.
From the Paper
"A business in the line of women?s fashion has been among the largest and crowded industry in the market nowadays. Competition among firms has been stiff, competing with one another on the basis of their ability to influence trends and fashion, as well as in their ability to quickly adjust, manage, and survive in a trend that the fashion market imposes (Guercini 2001, p.69). One strategy that manufacturing industry and businesses in the line of women?s fashion generally considers during a need for incremental financial growth is the employment of new brands, or what we call brand extension. An example of which is Monsoon, a company that started off in clothing fashion and had extended its line to accessory products. In 1984, Monsoon started a new company called Accessorize, which now has more than 110 store outlets in the UK, and more than 100 stores in different countries worldwide (Monsoon, accessorize.com). Accessorize is now one of the major companies in fashion accessory."
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Multiple Branding Strategy at Unilever, 2004.
A look at how commercial giant, Unilever, uses the marketing strategy of multiple branding.
1,224 words (approx. 4.9 pages), 7 sources, MLA, £ 29.95
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Abstract
Multiple branding is a marketing strategy of many major companies. Unilever, one of the world?s largest producers of consumer goods, is one company that uses the strategy for many of its product types. To consider why this marketing strategy is effective, its usefulness is described for Unilever?s washing detergent products. This begins with a description of the various brands and their characteristics. It is followed by a discussion of how this multiple branding assists the company.
From the Paper
"Unilever produces several washing detergent products, each one with different features and a different target consumer. Omo is the major washing detergent brand, with annual sales of over $2 billion. The 2002 Annual Report notes that Omo is positioned ?as a brand for mothers and their families? (Unilever, Annual Report 31). Surf is the second largest laundry detergent product, and is positioned as a good product at a value price. Persil is another brand of washing detergent, and is especially designed to be gentle on the skin. The Radiant brand is positioned as a laundry detergent that provides superior whiteness and brightness."
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The Internationalization of American English, 2007.
This paper argues that the internationalization of American English as the global language may be a triumph for the U.S.A., but it is a threat to the rest of the world.
2,610 words (approx. 10.4 pages), 15 sources, APA, £ 55.95
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Abstract
This paper explains that the elastic characteristic of American English has made it the lingua franca of globalization, thus enabling people of different nationalities to make each other understood and do business. The author points out that American English is a crossbreed of languages with numerous origins, including Celtic, Norse, Germanic, Romance, Spanish and Latin; therefore, the language sounds familiar even without any previous exposure to it. The paper relates that there is no doubt that this spread of American English has political underpinnings, the same way that globalization was oriented politically when the rich and powerful nations first embarked on it over 100 years ago.
Table of Content
Triumph for America
Globalization
Fall of French
English as a Threat
From the Paper
"The spread of English as a global language is actually traced to the heyday of the British Empire in the 19th century. When "the sun never set on the British Empire," the colonized countries that practically spanned four continents learned the Queen's English as the British colonizers taught them the rudiments of international trade and civilization. This was the same native British language that in much earlier times was spoken only by the "lower class people" of England since the elite conversed exclusively in Latin, French or Greek. This was also the same ancestral tongue of the Americans who nonetheless evolved their own brand of English and did their own spreading of the language as they established their own colonial domain."
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The Global Branding of Interbrew and Stella Artois, 2007.
An analysis of the success of Interbrew's global market penetration and how they attempted to adapt the brand of Stella Artois to the different global cultures.
994 words (approx. 4.0 pages), 1 source, MLA, £ 24.95
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Abstract
This paper discusses how Interbrew grew rapidly in the 1990s from its home market in Belgium to a global presence in markets around the world. It analyzes Interbrew's global strategy of consolidation and market penetration. The paper then shows how Interbrew's success was due to their respect for local autonomy and beer culture with efforts to adapt the flagship brand of Stella Artois to these cultures.
From the Paper
"In conclusion, it may be argued that Interbrew's recognition of the importance of cultural factors in the business marketing strategy of the company mirrors its recognition of the importance of local culture in Interbrew's acquisition/consolidation strategy. In both areas, Interbrew has pursued a mixed approach which is heavily weighed in terms of local autonomy and decentralization with a centralizing, flagship brand element as well. As we have seen, however, this last strategy has run up against the decentralized cultures of the company's primary target markets, with the result being that even the projection of a Belgium beer culture and the Stella Artois brand has been with an eye to the cultural uniqueness of local markets."
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