Branding Ethiopia: Opportunities and Challenges Research Proposal Presented to Graduate School of Business Leadership University of South Africa /UNISA/ In partial fulfillment of the Requirements for the MASTERS DEGREE IN BUSINESS LEADERSHIP By GETU KEBEDE KIDANE (43089488) Study Leader JH VISSER July 2010 Addis Ababa‚ Ethiopia TABLE OF CONTENTS 1. INTRODUCTION AND BACKGROUND OF THE STUDY 1 1.1. Introduction 1.2. The Ethiopian Contextual Background
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REBRANDING Introduction Branding is the use of a symbol‚ name‚ design or it could be a combination of these to identify a product or a business. Branding started in Europe during the middle ages where a group of people with similar interest (merchants) got together (very similar to trade unions) so that they could control the quantity and quality of a good or service. Each person involved in this group had to mark their product so that output could be cut back when necessary. This helped to
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institutions are not traditionally connected with marketing‚ or even branding‚ but‚ as you start to read through the book you soon realize they are. The three institutions in his book are‚ the church‚ the university‚ and the museum. . These organizations are not perceived to be associate with the world of advertising and fierce marketing. Twitchell argues that the need for salvation‚ which he calls a human ’epiphany’‚ becomes the emotional product of religion. Twitchell says that all culture "comes to
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1 of Strategic Brand Management by Kevin Lane Keller Chapter 2 of Strategic Brand Management by Kevin Lane Keller Recommended Articles: 1. What are brands good for? By Niraj Dawar‚ MIT Sloan Management Review‚ October 1‚ 2004‚ 9 pages. 2. Branding in the digital age by David Edelman‚ HBR‚ December 1‚ 2010‚ 9 pages. 3. The one thing you must get right when building a brand by Patrick Barwise‚ Sean Meehan‚ HBR‚ December 1‚ 2010‚ 6 pages. 3 BRAND IDENTITY & BRAND PERSONALITY Essential Reading
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seekers across the country. That’s called employment branding (e-branding)-- positioning a company as a ‘great place to work for’ by using a well-crafted messaging strategy backed by consequential and relevant employee-oriented initiatives. In an era where organisations are falling over each other to recruit the best talent and employees hop jobs for just a few thousands rupees‚ employers need to stand out in the crowd. That’s why e-branding is increasingly seen as the single-most important factor
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and importance of successfully branding ones service or product both tangible and intangible through B2C and B2B are similar‚ but also do have key differences. In this report‚ we will discuss the advantages of building a strong brand name and image‚ risks‚ and some techniques. Relative Literature Brand pundits refer to our modern day society‚ (that which strategic branding is necessary otherwise one will be faced with a competitive disadvantage) also as a branding world (Sarin). This is due to
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ultimately to facilitate better-informed branding activities‚ thereby growing brand equity. Design/methodology/approach – A grounded theory approach is adopted and indepth interviews were carried out with 68 respondents
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its customers im the most cost-effective way. The firm also needs to understand‚ research‚ measure and develop loyalty for its brand and global brand equity (stay on brand) for the long term. At this level‚ global marketing and global branding are integrated. Branding involves a structure process of analyzing "soft" assets and "hard" assets of a firm’s resources. The strategic analysis and development of a brand includes customer analysis (trends‚ motivation‚ unmet needs‚ segmentation)‚ competitive
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Building brand identity in competitive markets: a conceptual model Bhimrao M. Ghodeswar School of Management‚ Asian Institute of Technology‚ Klong Luang‚ Pathumthani‚ Thailand Abstract Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework
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Destination Branding March 2010 Definitions Destination Marketing “’...destination marketing covers all the activities and processes to bring buyers and sellers together; focuses on responding to consumer demands and competitive positioning; is a continuous coordinated set of activities associated with efficient distribution of products to high potential markets; and involves making decisions about the product‚ branding‚ price‚ market segmentation‚ promotion and distribution’.” WTO (2004:
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