and long-term investment strategy which is called green purchasing. This is defined as the approach to purchasing products and services that considers the economical‚ environmental and social impacts of buying choices (Little‚ Green Purchasing & Procurement Strategies 1). It includes best value-for-money considerations; applying the price‚ quality‚ availability and functionality of a required product or service. The thrust for green purchasing in the company is spearheaded by regulation which is
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Favorite Brand Antoinette Mitchell MKT/421 November 5‚ 2014 Eric Mc Math Favorite Brand The world is filled with brilliant products and services developed by diverse companies. These developments have extended consumer choices heightening the level of competition between companies. The implication of this is companies have to develop strong brands that will gain most of the market share compared with their competition. The Apple Company is a well-known company mobile and software industry. Three
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CORPORATE REPUTATION Definition Reputation is the opinion (more technically‚ a social evaluation) of the public toward a person‚ a group of people‚ or an organization. It is an important factor in many fields‚ such as business‚ online communities or social status. “If you lose money‚ you lose nothing” “if you lose health‚ you lose something” “if you lose character‚ you lose everything” Reputation is a subject of study in social‚ management and technological sciences. Its influence ranges
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strong brand 6 benefits of a strong brand… …and the 4Cs of brand management © 2005 Clarity Marketing Ltd www.clarity-in-communication.com 1 Branding – can it really work for the small business? If you think of a brand‚ what comes to mind? CocaCola‚ Virgin‚ Hertz‚ Orange? It’s easy to think of branding as being for the big boys with big bucks. But that’s not to say that only large corporates can play the branding game. Small companies really should be able to build strong brands too.
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Brand Extensions Brand extension is a marketing strategy according to which a company marketing a product or a service launches a new offering (product or service) that is related to the one of the existing brands of the company‚ but offers different benefits and/or targets a different segment. Organizations use this strategy to increase and leverage upon their brand equity. When a firm is introducing a new product‚ it has the following 3 choices on branding: 1. Developing a new brand for the
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already has an image either good or bad or in between. Many companies are not aware of their exact image but it is important if that image can be identified. If a company does not know where it is now‚ then that product or company unlikely to get to where it wants to go. RE-POSITIONING BRANDS As markets and customer needs evolve; brands can lose customers to new competitors. In addition‚ brands can become diluted as product or service offerings become commodities. When a brand loses meaning and
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Coalition Programs Coalition loyalty programs can be extremely effective. Coalition programs involve a group of dissimilar businesses working together to offer membership benefits. Coalition Loyalty Programmes: the who‚ why‚ and how big? By By Peter Clark (co-author‚ The Loyalty Guide) Published by The Wise Marketer in April 2006 There are two types of multi-partner programme: true coalitions and in-house programmes that have partners. Here we explore the strengths‚ weaknesses‚ opportunities
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THE INFLUENCE OF BRAND CONSCIOUSNESS ON INDIAN CONSUMERS TO BUY THE DIAMONDS OF ARCTIC CIRCLE Abstract "This research report is to aid Article Circle Limited of Canada in the exporting of diamonds to the Indian market."A brand is an offering from a known source. Brand Consciousness is more than simply a preference for brand names. The term luxury was limited to only the rich and the elite‚ but today in India‚ disposable incomes and of middle class and upper middle class are increasing
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Chapter 1 Related Theory Discussion 1.1 Brand: The American Marketing Association defines a brand as a "Name‚ term‚ design‚ symbol‚ or any other feature that identifies one seller ’s good or service as distinct from those of other sellers." A brand can take many forms‚ including a name‚ sign‚ symbol‚ color combination or slogan. For example‚ Coca Cola is the name of a brand make by a particular company. 1.2 Local brand: A local brand is a brand that is sold and marketed (distributed and
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and one of the world’s most successful young fashion brands is born: Esprit. Worldwide success As the Esprit headquarters developed in Europe (Düsseldorf) and Asia (Hong Kong) in the 70s‚ the founder company Esprit USA gradually became an entirely self-sufficient company. What began in Germany with young sportswear fashion for women marketed under the name of Esprit de Corp soon became one of the most successful young fashion brands on the European market. The American rights were bought
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