Brand Essays (Examples)
Study Document
Branding Study
…
Introduction
Nike is a global sport, clothing and shoe supplier and retailer with over 1000 retail outlets in the US and with global brand recognition. Since its founding in the 1960s, the company has dominated the sporting industry with its apparel, shoes, accessories and sporting products—from golf … with its apparel, shoes, accessories and sporting products—from golf balls to tennis rackets. One reason for its success has been its ability to brand itself as the company that produces the products champions use. Nike is associated with winners like Michael Jordan and Tiger Woods and LeBron … founded by Phil Knight and Bill Bowerman as Blue Ribbon Sports in 1964. The name of the company was changed to Nike it rebranded itself with a more motivational and inspirational tie-in: the Nike swoosh sign and the phrase “Just Do It” which appeared in the subsequent … itself through advertising (Peters).
Leadership……
References
Works Cited
“About Nike.” Nike, 2000. https://about.nike.com/ " target="_blank" REL="NOFOLLOW">
Study Document
Using DoorDash To Promote A Restaurant Brand
… the pub switched vendors. By basically changing the burger that helped put the pub on the map, the pub was undercutting its own brand and brand value. The pub should be staying true to course and keeping fans happy by keeping its OPG Burger the same. Change can come ……
References
References
Gallardo-Echenique, E. E., Marqués-Molías, L., Bullen, M., & Strijbos, J. W. (2015). Let’s talk about digital learners in the digital era. International Review of Research in Open and Distributed Learning, 16(3), 156-187.
Gibson, C., & Homan, S. (2004). Urban redevelopment, live music and public space: Cultural performance and the re?making of Marrickville. International Journal of Cultural Policy, 10(1), 67-84.
Lawson, C. (2007). Victorian Young Planners: News and Views-Pot, Parma and Trivia Night. Planning News, 33(6), 12.
Queensland. (2020). Key components of a digital strategy. Retrieved from https://www.business.qld.gov.au/running-business/it/digital-strategy/key-components
Study Document
Nike S Colin Kaepernick Ad Campaign
Nike
Executive Summary
Nike’s decision to tap into “woke culture” and turn the out of work former NFL quarter Colin Kaepernick into a brand ambassador has been a controversial one since the sportswear company launched its Colin ad campaign in 2018. This paper discusses the strategic issue … (About Nike, 2020).
Company Goals
The goals of Nike are to focus on innovation, sustainability, and form strategic partnerships that will enhance the brand and lead to brand loyalty among consumers (Nusser, Mahle & Pätzmann, 2015).
Company Policies/Values
Core values at Nike are: performance, authenticity, innovation and sustainability. Creating iconic brand campaigns aligns with these values (Storey, 2019).
Corporate and Competitive Strategies
Nike’s competitive strategies focus on product differentiation, market niche, and building customer … the shift to e-commerce has caused brick and mortar retail shops to fold in recent years. Nike has an opportunity to leverage its brand equity to draw e-commerce consumers……
References
References
About Nike. (2020). Retrieved from https://about.nike.com/ " target="_blank" REL="NOFOLLOW">
Study Document
Papa Johns Strategic Analysis
… marginal profits. Papa John’s has a net margin of less than 1%.
There are several critical success factors in pizza. First, a good brand helps a company to stand out among the crowded field of competitors. Quick service is another factor – consumers expect pizza to arrive … to arrive quickly. For any major chain, the ability to replicate a consistent experience across franchises is an essential component of supporting the brand. Thousands of pizza restaurants come and go each year as a result of failing to deliver on these critical success factors. Others include … need to have some of that. Papa John’s saw same store sales increase during the 2009 recession, owing to the strength of its brand and affordability of its pies (Navellier, 2009).
Pizza exists in a state of monopolistic competition, so brand can be one of the more reliable differentiators to combat hard economic……
References
References
Halzack, S. (2018) Papa John’s just went from bad to worse. BNN Bloomberg. Retrieved April 7, 2019 from https://www.bnnbloomberg.com/papa-john-s-just-went-from-bad-to-worse-1.1120265
IBIS World (2019) Pizza restaurants industry in the US. IBIS World. Retrieved April 7, 2019 from https://www.ibisworld.com/industry-trends/specialized-market-research-reports/consumer-goods-services/food-service-drinking-places/pizza-restaurants.html
Kenton, W. (2019) Porter’s 5 forces. Investopedia. Retrieved April 7, 2019 from https://www.investopedia.com/terms/p/porter.asp
McCormick, M. (2018) Key success factors in a pizza business. Houston Chronicle. Retrieved April 7, 2019 from https://smallbusiness.chron.com/key-success-factors-pizza-business-2788.html
Navellier, L. (2009) Papa John’s – how to beat the recession with pizza. NASDAQ. Retrieved April 7, 2019 from https://www.nasdaq.com/personal-finance/papa-johns-PZZA.stm
Papa John’s Form 10-K 2018. Retrieved April 7, 2019 from https://ir.papajohns.com/static-files/2977c391-0218-4bac-8eb2-dcabd4561cfe
Papa John’s website, various pages. (2019) Retrieved April 7, 2019 from https://www.papajohns.com/company/about-papa-johns.html
QSR (2018) The QSR Top 50. QSR Magazine. Retrieved April 7, 2019 from https://www.qsrmagazine.com/content/qsr50-2018-top-50-chart
Study Document
Healthcare Marketing
… people turn to the Internet for information and communication purposes; more and more use social media to disseminate ideas about news and what brands to trust. As Hawn (2009) points out, social media itself is changing the nature of health care by altering where patients go for … that critics take up with direct to consumer healthcare marketing are significant and must be considered by the healthcare company, as the company’s brand and reputation may be at risk if the company’s marketing tactics come under fire from critics. This is especially true in the social … that the…[break]…new market, the healthcare company will want to use this strategy simply because it is an effective way to introduce the company’s brand, products and services to the population.
Differentiated marketing, also known as multi-segment targeting, is a helpful marketing strategy that the healthcare company can … the following:
1) leverage social……
References
References
Arnold, D. G., & Oakley, J. L. (2013). The politics and strategy of industry self-regulation: the pharmaceutical industry's principles for ethical direct-to-consumer advertising as a deceptive blocking strategy. Journal of Health Politics, Policy and Law, 38(3), 505-544.
Blythe, J. (2009). Key Concepts in Marketing. Los Angeles: SAGE Publications Ltd.
Chand, S. (2019). Target Marketing: Four Generic Target Marketing Strategies. Retrieved from http://www.yourarticlelibrary.com/marketing/target-marketing-four-generic-target-marketing-strategies/13400
Dolliver, M. (2009). Take care when targeting the younger generations. Retrieved from https://www.adweek.com/digital/take-care-when-targeting-the younger generations-online-113643/
Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International journal of marketing studies, 1(1), 2.
Hartley, K. & Rudelius, W. (2001). Marketing, The Core, 4th Ed., McGraw-Hill.
Hawn, C. (2009). Take two aspirin and tweet me in the morning: how Twitter, Facebook, and other social media are reshaping health care. Health affairs, 28(2), 361-368.
Lane, T. (2019). Healthcare marketing laws. Retrieved from https://smallbusiness.chron.com/healthcare-marketing-laws-67307.html
Study Document
Childrens Amusement Park
… jobs attracting families to the area. The Houston, TX, area is near the coast and so there is an opportunity to expand the brand and develop a seaside resort stay that focuses on children’s amusement features. There is an opportunity too for the company to increase its … and develop a seaside resort stay that focuses on children’s amusement features. There is an opportunity too for the company to increase its brand image and brand loyalty by using social media marketing to increase visibility and connectedness with consumers.
Threats are that because many of the jobs in the ……
References
References
Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305-316.
Appelbaum, S. H., Habashy, S., Malo, J. L., & Shafiq, H. (2012). Back to the future: revisiting Kotter's 1996 change model. Journal of Management Development, 31(8), 764-782.
Chyi, H. I. (2005). Willingness to pay for online news: An empirical study on the viability of the subscription model. Journal of Media Economics, 18(2), 131-142.
Douglas, E. (2019). Houston economy to grow bigger, slower than other Texas cities: analysis. Retrieved from https://www.houstonchronicle.com/business/economy/article/Houston-economy-to-grow-bigger-slower-than-other 13903941.php#targetText=The%20Austin%20metro%20area%2C%20which,pace%2C%20according%20to%20the%20projections.
Frederick, S., Novemsky, N., Wang, J., Dhar, R., & Nowlis, S. (2009). Opportunity cost neglect. Journal of Consumer Research, 36(4), 553-561.
Lin, C. F. (2002). Segmenting customer brand preference: demographic or psychographic. Journal of Product & Brand Management, 11(4), 249-268.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Teece, D. J. (2010). Business models, business strategy and innovation. Long range planning, 43(2-3), 172-194.
Study Document
Competitive Advantage And Operations Management
… I’ll be paying that the shoes will be of exceptional quality. If there were any doubts on that front I would choose another brand to research that I can trust. So I am looking for a design that can take me through a number of different types … created the space in which it operates, giving it a better reputation than competitors like McDonalds or Dunkin Donuts have. This combination of brand power and massive number of locations makes Starbucks a formidable competitor among mainstream quick service restaurants, outperforming all over coffee competitors and taking … areas that have helped to fuel the company’s growth. Starbucks furthermore has a global scope and is listed among the world’s most valuable brands (Interbrand, 2019). Starbucks also gains competitive advantage by being able to run both company-owned stores and franchised locations, and this flexibility allows it to … made many right moves,……
References
References
Deshmukh, G. & Das, R. (2012) Consumer buying behaviour for high involvement products. Asian Journal of Management. Vol. 3 (3) 153-157.
Halton, C. (2019) Credence good. Investopedia. Retrieved March 26, 2020 from https://www.investopedia.com/terms/c/credence-good.asp
Interbrand (2019) Best global brands. Interbrand Retrieved March 26, 2020 from https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/
QSR (2017) The QSR Top 50. QSR Magazine. Retrieved March 26, 2020 from https://www.qsrmagazine.com/content/qsr-50
QuickMBA (2010) The value chain. QuickMBA.com. Retrieved March 26, 2020 from http://www.quickmba.com/strategy/value-chain/
Zhang, B. (2018) The 10 best airlines to fly in North America. Business Insider. Retrieved March 26, 2020 from https://www.businessinsider.com/best-airlines-in-north-america-for-2018-skytrax-2018-10
Study Document
Change Management At Nike
… Kaepernick
Executive Summary
Nike’s decision to tap into “woke culture” and turn the out of work former NFL quarter Colin Kaepernick into a brand ambassador has been a controversial one since the sportswear company launched its Colin ad campaign in 2018. Nike needs to change the way … thoughts and feelings.
The problem that Nike faces today is twofold: 1) its use of Colin Kaepernick as an activist frontman for the brand has alienated conservative consumers; 2) its use of offshore labor has caused production nightmares now that COVID-19 has put nations in lockdown mode ……
References
Bibliography and References
Balaji, S., & Murugaiyan, M. S. (2012). Waterfall vs. V-Model vs. Agile: A comparative study on SDLC. International Journal of Information Technology and Business Management, 2(1), 26-30.
Boehm, B. (2002). Get ready for agile methods, with care. Computer, (1), 64-69.
Boehm, B. (2007). A survey of agile development methodologies. Laurie Williams, 45, 119.
Fernandez, D. J., & Fernandez, J. D. (2008). Agile project management—agilism versus traditional approaches. Journal of Computer Information Systems, 49(2), 10-17.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
Cameron, E. and Green, M. (2015), Making Sense of Change Management: A complete Guide to the Models, Tools and Techniques of Organizational Change. Kogan Page: London
Kotter, J. P. (2012). Leading Change. Harvard Business Review Press.
TMZ. (2018). Kaep Deal Adds Up... WE GOT NIKE'S CUSTOMER BREAKDOWN. Retrieved from https://www.tmz.com/2018/09/06/colin-kaepernick-nike-contract-urban-consumers-market-research/
Study Document
Strategic Marketing Plan For Lemon Thirst Energy Drink
… as guarana, ginseng, Taurine, or caffeine to enhance physical energy and mental alertness.
As of 2019, there were more than 200 energy drink brands in the United States alone. The brands include reputable companies such as Pepsi, Dr. Pepper, and Coca-Cola. Table 1 below shows the market shares of the major energy drink brands as of 2019.
Table 1. U.S. Energy Drink Market Share (adopted from Mahajan, 2020; Roy & Deshmukh, 2019).
Brand
Company
Market share (%)
Red Bull
Red Bull, Inc.
42
Rockstar
Rockstar Inc.
11
Monster
Monster Beverage Co.
14
Full Throttle
Coca-Cola Co.
…
22.5
Total
100.00%
Position of the Company within the industry
Lemon Thirst is currently a relatively unknown company compared to the more established brands. It was founded just recently by two founders in the City of Ogden in the State of Utah. As of now, it only ……
References
References
Ahmed, R. R., Vveinhardt, J., Streimikiene, D., & Awais, M. (2016). Mediating and Marketing factors influence the prescription behavior of Physicians: An Empirical Investigation. Amfiteatru Economic Journal, 18(41), 153-167.
Al-Shaar, L., Vercammen, K., Lu, C., Richardson, S., Tamez, M., & Mattei, J. (2017). Health effects and public health concerns of energy drink consumption in the United States: a mini-review. Frontiers in public health, 5, 225.
Barney, J. B., & Hesterly, W. S. (2010). Strategic management and competitive advantage: Concepts and cases (pp. 4-25). Upper Saddle River, NJ: Prentice-Hall.
Freeman, B., Kelly, B., Vandevijvere, S., & Baur, L. (2016). Young adults: beloved by food and drink marketers and forgotten by public health?. Health promotion international, 31(4), 954-961.
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2012). Strategic management cases: competitiveness and globalization. Cengage Learning.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Kunst, A. (2019). Energy drinks consumption: consumers of energy drinks in the United States in 2018. Statista.
Mahajan, S. (2020). Sports And Energy Drinks Market Size & Share Analysis Report, 2019-2026.
Study Document
Symbolic Frame Of Organizational Analysis Walt Disney Company
… resources, the political, and the symbolic frames. The symbolic frame refers to the organization’s use of signs, symbols, and stories to create a brand identity and organizational culture, as well as justify its behaviors. Symbols create and propagate meaning, and encapsulate an organization’s written codes of ethics … of the organization’s leaders. Without the underlying myths and symbols, an organization cannot hope to solicit intrinsic motivation among employees or to engender brand loyalty across multiple generations of consumers. The symbolic frame applies well to organizations with huge visions, whose leaders become legendary heroes, and whose … better example of the symbolic frame than the Walt Disney Company. All major organizations demonstrate the power of storytelling and symbols through their branding, but for Disney, symbols and stories actually are the products and services the company provides. In fact, the mission of the Walt Disney … message. Essentially, Disney uses symbols……
References
References
“About the Walt Disney Company,” (2020). Retrieved from: https://thewaltdisneycompany.com/about/
Boguszewicz-Kreft, M., Kreft, J. & Zurek, P. (2019). Myth and storytelling: The case of the Walt Disney Company. Myth in Modern Media Management and Marketing. DOI: 10.4018/978-1-5225-9100-9.ch002
Bohas, A. (2014). Transnational firms and the knowledge structure: The case of the Walt Disney Company. Global Society 29(1): 23-41.
Bolman, L.G. & Deal, T.E. (2013). Reframing organizations. John Wiley & Sons.
Di Giovanni, E. (2014). Cultural otherness and global communication in Walt Disney films at the turn of the century. The Translator 9(2): 207-223.
Forbes, W. & Watson, R. (n.d.). Destructive corporate leadership and board loyalty bias. Retrieved from: https://www.city.ac.uk/__data/assets/pdf_file/0005/56372/2A_Forbes.pdf
Wasko, J. (2001). Challenging Disney myths. Journal of Communication Inquiry 23(3): 237-257.
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