4. Identify the factors that need to be considered when developing a brand strategy within the service-based industries and explain why the development a clear and consistent corporate brand image and reputation is a fundamental part of international brand strategy. Corporate brand image: Branding is the art and science of identifying and fulfilling human physical and emotional needs by capturing their attention, imagination and emotion. […]

An argument in favor of siding with known brands for growth opportunities presented by e commerce One reason why established brands may be best placed to take advantage of the growth opportunities presented by e-commerce is that they are likely to have the finance and other resources available to actually take the opportunity to grow with e-commerce. This is because established brands tend to be […]

STUDY OF CUSTOMER BEHAVIOR AND ATTITUDE TOWARDS BRANDED CARBONATED DRINKS Submitted by : Hari Baboo CHAPTER 1: INTRODUCTION Beverage Industry in India: A Brief Insight In India, beverages form an important part of the lives of people. It is an industry, in which the players constantly innovate, in order to come up with better products to gain more consumers and satisfy the existing consumers. FIGURE […]

Write a brief definition of: Tonality Modulation Harmony Chord Root First Inversion Seventh Chord Oh no it’s a Theory Byte Technical Name for the notes of the scale. As LIMIT ACID Key Relationships Key Signatures F C G DAD B Order of sharps C] Semitone above = name of key. BEAD G CB order of flats Name of PENULTIMATE flat = key signature All major […]

I once attended a Board meeting of a Cocoa producer in their offices in London. The GM of Marketing was making a case for an extraordinary budget item to have a specific premium blended product endorsed by a renowned celebrity. The CEO was supporting this initiative because he was clearly ‘a fan’. I made the case that while the company produces, refines, packages and supplies […]

Executive Summary: Branding the nation: What is being branded? Journal of Vacation Marketing Volume 12 Number 1. 2005 p. 4-13 The author: The paper is written by Ying Fan a senior lecturer at Brunel Business School, Brunel University in London. Dr Fan has held faculty positions at the universities of Lincoln, Hertfordshire and Durham. His research interests surround branding and marketing communications, and cross-cultural management […]

Nowadays, various brands of laptops have been penetrating the market promising the market of fast and quality service. The constant innovation of technology has required people to conform to changes brought by world modernization. Today many companies are able to penetrate the market by selling laptop brands to the people and giving them new designs every now and then. The x axis shows the performance […]

I know we see literally hundreds of them all throughout the day, but what exactly is a logo? I’m betting most wouldn’t be able to answer this question, at least not in a simple manner. A logo is a fundamental part of any brand and any marketing plan, yet it is probably one of the most over-looked pieces of any business. Let’s face it: we […]

TANISHQ INTRODUCTION Tanishq has expanded its portfolio with the launch of sub-brand Mia, a line of jewellery targeted at working women. The line comprises two distinct designs directions – one in the modern and another in the ethno contemporary space. Mia is meant for women on the go, who are engaged in various professions and have a well-established accessory ensemble, unfortunately excluding jewellery. Fine jewellery […]

Building a business is one thing, but building a brand is different altogether. Both are often confused to be one, but where business cannot always be a brand, a brand, in way or another, is always a business. You create a brand only to build businesses and you create a business to satisfy the customer and bring profit. To make this journey easier for young […]