BMW: AN EXERCISE IN ALIGNING IDENTITY‚ BRAND AND REPUTATION* BMW‚ the German car manufacturer‚ has been strategically focused on premium segments in the international car market. With its BMW‚ Mini and Rolls-Royce brands‚ the company has become one of the leading premium car companies in the world. BMW’s strong identity and marketing campaigns are often credited as the building blocks of the company’s continuing success. There are four values that define the BMW identity inside the organization
Premium Advertising BMW
been expressed down the ages through an exceptional set of qualities: consistency‚ single-mindedness‚ openness and credibility. Factors added to these are: caring for the wider community and helping in the construction of national resources. 2. The TATA Marquee has been a symbol of Quality‚ Reliability and Real Value in India and other parts of the world. The TATA brand promise can be culminated in the tagline: “Leadership with Trust” * Nation building * Serving the community and
Premium Brand Logo Brand management
Dockers and Snapple - Branding Elements and Marketing Programs Differences Adaptability – Starting with Docker’s‚ Levi Strauss & Co. was able to adapt their brands‚ more so than Snapple‚ in response to changes in consumer values‚ opinions and the need to for their product to remain contemporary relevant (Keller‚ 2008a‚ pg. 143). The Dockers brand was the first casual pant of its kind and over the years changed to include wrinkle free‚ khakis and stain defender technology to compete with various
Premium Brand management Brand
htm BFJ 106‚3 CASE STUDY 228 Online branding: the case of McDonald’s Jennifer Rowley School for Business and Regional Development‚ University of Wales‚ Bangor‚ UK Keywords Internet‚ Corporate branding‚ Customer relations‚ Marketing communication Abstract This article explores the approaches to the delivery of brand messages through a Web site‚ taking one of the leading brands‚ McDonald’s‚ as a case study. The role of brands and branding in the new economy that is characterised by digitisation
Premium Brand Case study Brand management
JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL JÖNKÖPING UNIVERSITY Employee Branding at a pharmaceutical company Bachelor Thesis in Business Administration Authors: Niclas Månsson Erik Thorsén Mikael Törnqvist Tutor: Jönköping Jean-Charles Languilaire JUNE 2010 JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL JÖNKÖPING UNIVERSITY Acknowledgement We would like to thank all participants at Company X for their involvement and especially express our gratitude to the CEO for his support. We also thank
Premium Brand Brand management
social media Jan H. Kietzmann *‚ Kristopher Hermkens‚ Ian P. McCarthy‚ Bruno S. Silvestre Segal Graduate School of Business‚ Simon Fraser University‚ 500 Granville Street‚ Vancouver‚ BC V6C 1W6‚ Canada KEYWORDS Social media; Social networks; Web 2.0; User-generated content; Facebook; Twitter; LinkedIn; YouTube Abstract Traditionally‚ consumers used the Internet to simply expend content: they read it‚ they watched it‚ and they used it to buy products and services. Increasingly‚ however
Premium Social media Social network Social network service
Submitted To: Submitted By: Prof.V.K.Jain Akash Garg (MB12FC31) Tushar Singh (MB12FC57) MBA-SEM II Marketing professionals emphasize on
Premium Colgate-Palmolive Brand Brand management
show clarity‚ facts‚ and statistics to back up my findings. It will also present materials that were learned in class discussions‚ to help write this paper with a clear understanding of the web‚ as it relates to piracy. While others use the internet for social interaction and entertainment‚ many use the web site to download illegal materials. This has become‚ over the years‚ a growing problem within the American economy. Some people believe that these websites should be shut down‚ while others
Premium Copyright infringement Copyright File sharing
interfaces. The company’s product strategy is based around this‚ with iTunes‚ the iPhone with it’s touch screen "gestures" that are re-used on the iPad‚ and the Apple Apps store all playing key roles. The Apple Brand Personality Apple has a branding strategy that focuses on the emotions. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes‚ dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also
Premium Apple Inc. Steve Jobs
Web Hazard Internet access can be neglectful to people and to their loved ones. Internet addictions may cause the person to be more obsessed with the computer‚ to avoid family time‚ and to be stuck in a fantasy world. Many people to spend more and more time at the computer‚ which can be addictive. According to Payne’s article‚ “On such boards [Internet Addicts Anonymous‚ Gaming Addiction and Internet Addicts Recovery Club]‚ posters admit that they feel as though they can’t step away from the computers
Premium Internet Addiction Drug addiction