PART-FOUR BRAND MANAGEMENT: AN OVER VIEW 24/10/2013 Prepared by Temesgen B. (PhD) Outline… • Evolution of Brands • What is a Brand? • Choosing the Brand Elements • Creating Brand Equity • Crafting the Brand Positioning • Strategic Brand Management 24/10/2013 Prepared by Temesgen B. (PhD) Evolution of Brands… • The term brand comes from the word ‘ Brandr’ (to burn)‚ practiced by ancient farmers to put marks on their animal by burning their body to identify them • The nucleus of branding seems
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consulting‚ Inc. has concluded that standard costing is the best costing system for your company when used correctly. We have identified a few problems with your standard costing system that we would like to address. The first problem with ChillOut Corporation is the overall focus of the organization is too centralized around favorable variances. Managers are awarded bonuses for favorable variances and the computer software only notifies departments when there is an unfavorable variance. The department
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Chevron Corporation What began as the Pacific Coast Oil Company on September 10‚ 1879 in San Francisco transformed into what is now Chevron Corporation‚ recently ranked 8th among the world’s top oil companies by Petroleum Intelligence Weekly in 2011‚ second among US oil companies behind ExxonMobil. The company has a market capitalization of over $204.9 billion. They have expanded into essentially every area of the energy industry‚ including exploring for‚ producing‚ and transporting crude oil and
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Executive Summary Loctite Corporation should introduce the new adhesive system Bond – A – Matic 2000 (BAM) as complementary product to the SuperBonder adhesive line. The target customers are plant managers in companies using more than 1 lbs. of instant adhesive per year. Loctite should employ a direct mailing campaign for BAM’s marketing efforts. The new adhesive system will support the company’s strategies to capture 35% of the CA market with the SuperBonder line. Customer Analysis 1. Market
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Assignment File 37 Assignment 4 Due date: 7 June 2010 Read the case ’ Strategic and Organizational Change at Black & Decker ’ and answer the questions below. Each question carries 25% of the marks for this assignment. Questions How would you characterize Black & Decker ’s international expansion during the 1950s and 1960s? What strategy was the company pursuing? What was the key feature of the international organization structure that Black & Decker operated with at this time? Did Black
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Cerner is an international healthcare information technology corporation specializing in providing complete systems for hospitals and other medical organizations to manage and integrate all electronic medical records‚ computerized physician order entry‚ and financial information. Cerner is based out of Kansas City‚ MO and was founded in 1979 and was originally named PGI & Associates. It was renamed Cerner in 1984 when it rolled out its first system‚ PathNet. The company went public in 1986‚ and today
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SHARP® CORPORATION: BEYOND JAPAN INTERNATIONAL BUSINESS MANAGEMENT TABLE OF CONTENT PROBLEM STATEMENT ……………………..…… 3 ANALYSIS ………………............… 3 DISCUSSION OF ALTERNATIVES ………………………….. 4 RECOMMENDATION …………………………. 5 EXECUTIVE SUMMARY …………………………. 5 CITATIONS ………………………… 7 EXHIBITS ………………………… 8 PROBLEM STATEMENT Sharp Corporation needs a major overhaul of its business model. Sharp’s previous
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Written Analysis of the Case –WAC Benguet Corporation 1. Statement of the problem The Benguet Corporation refused to submit concentrate samples to the Philippine Associated Smelters and Refining Corporation (PASAR). The Benguet Corporation faces shortage in producing their products and complying its contract to Mitsubishi Metal Corporation and complying the LOI. 2. Analysis of the case Strengths The Benguet Corporation is the major producer of copper concentrates. It was the oldest
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Cannondale Corporation a Case-Study In 1971 Joseph Montgomery set out to build a company that would be a leader in the cycling community. Not only did the Cannondale Corporation become a leader‚ but the dominating manufacturer of performance mountain bikes. As any business student graduating from Cal State Hayward would know‚ the following questions must be raised; How did Cannondale reach the top? Can they sustain their position? What are the key strategic issues‚ both the internal and the external
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JVA Corporation Simulation .Performance‚ as well as revenue‚ is reviewed every 6 months. This way it allows JVA Corp. to cut or increases pay every 6 months and review its bottom line. Employees can also benefit by having the opportunity to earn pay raises potentially twice a year‚ rather than the typical annual reviews. I t is my firm believe that to achieve the reduction of the percentage of revenue that is allotted to employee’s compensation from 8% to 5% without it having a big demoralizing
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