Brand Management Essays (Examples)
Study Document
The Use Of Clinical Systems To Improve Outcomes And Efficiencies
Literature Review
The Use of Clinical Systems to Improve Outcomes and Efficiencies: Special Focus on Patient Portals in Diabetes management
Patient portals come in handy in seeking to promote the access that patents have to their personal healthcare data. Of relevance on this … various fronts, as has been highlighted in various research studies, it would be prudent to evaluate the utilization of patient portals in the management of diabetes. Sun, Korytkowski, Sereike, Saul, Li, and Burke (2018) observe that there is need for constant collaborative efforts between providers and diabetes … and Burke (2018) observe that there is need for constant collaborative efforts between providers and diabetes patients in as far as the effective management of diabetes and other chronic diseases is concerned. However, the authors regret that as presently structured, most healthcare systems are not fully supportive … to be called upon to further embrace patient portals which,……
References
References
Amante, D.J., Hogan, T.P., Pagoto, S.L. & English, T.M. (2014). A Systematic Review of Electronic Portal Usage among Patients with Diabetes. Diabetes Technology & Therapeutics, 16(11), 112-118.
Jackson, S.L., DesRoaches, C.M., Frosch, D.L., Peacock, S., Oster, N.V. & Elmore, J.G. (2018). Will Use of Patient Portals Help to Educate and Communicate With Patients With Diabetes? Patient Educ Couns., 101(5), 956-959.
Ronda, M.C., Dijkhorst-Oei, L., Vos, R.C. & Rutten, G.E. (2018). Diabetes Care Providers’ Opinions and Working Methods after Four Years of Experience with a Diabetes Patient Web Portal; A Survey among Health Care Providers in General Practices and an Outpatient Clinic. BMC Family Practice, 19(94), 79-84.
Sun, R., Korytkowski, M.T., Sereike, S.M., Saul, M.L., Li, D. & Burke, L.E. (2018). Patient Portal Use in Diabetes Management: Literature Review. JMIR Diabetes, 3(4), 41-48.
Dendere, R., Sade, C., Burton-Jones, A., Sullivan, C., Staib, A. & Janda, M. (2019). Patient Portals Facilitating Engagement with Inpatient Electronic Medical Records: A Systematic Review. J Med Internet Res, 21(4), 60-66.
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 … food and beverage products will be the main revenue streams for the business and all budgeting for staff, maintenance crew, cleaning crew, and management will come from these streams.
The following will be prices for admission/membership:
Annual Family Membership: $450
Annual Single Person Membership: $95
Single Day … kinds of……
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
Marketing Strategy Creation For OPG
...Brand management Marketing Driven Strategy
In a market driven strategy the customer is the focal point, which means that everything the bar and grill does should be oriented towards benefiting the customer in some way. To know what OPG can do to benefit the customer, it has to determine its distinctive capabilities. These would be the strengths it possesses as identified in its SWOT analysis. It would also include opportunities identified in the same analysis. Then comes the step of matching customer value with the bar and grill’s capabilities and to ask whether leveraging the pub’s resources would help to create customer value. If there is a match and the pub can do it, the steps should lead to superior performance and a successful marketing driven strategy.
Positioning is key to this process and as Trout and Rivkin (2006) argue, a company must differentiate or die, which is what OPG aims to……
References
References
Dhar, V., & Chang, E. A. (2009). Does chatter matter? The impact of user-generated content on music sales. Journal of Interactive Marketing, 23(4), 300-307.
Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Lin, C. F. (2002). Segmenting customer brand preference: demographic or psychographic. Journal of Product & Brand Management, 11(4), 249-268.
Trout, J. & Rivkin, S., (2006). Differentiate or die. In The marketing Gurus (ed. Murray). NY: Penguin.
Study Document
Walt Disney
… it has to be directional. Once the direction is defined, the parenting strategy has to be defined: this is the “manner in which management coordinates activities, transfers resources, and cultivates capabilities among product lines and business units” (Wheelan, Hunger, Hoffman & Bamford, 2010, p. 5). The strategy … want. There has already been terrible backlash at the way Disney handled the rollout of the new Star Wars films after acquiring the brand. Disney needs to do a better job of monitoring performance in this regard and one way to measure its performance is to assess ……
References
References
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2010). Strategic management and business policy. Upper Saddle River, NJ: Prentice Hall.
Study Document
Elon Musk And Power At Tesla
...Brand management Tesla is a company that has had at least a 5 year relationship with its CEO Elon Musk. Up until recently Musk was also Chairman of the Board. He was removed from his role as Chairman as part of a settlement with the Securities and Exchange Commission (SEC). The settlement resulted from charges filed by the SEC relating to securities fraud when Musk’s public Tweet on Twitter about taking the company private and that he had “funding secured.” The statement was shown to be a lie (Gaydos, 2018). Musk settled with the SEC and paid a hefty fine and Robyn Denholm replace Musk as Chairman of the Board. Denholm had been a Board member for five years up to that point (Porter, 2018). Thus, up until Musk’s run-in with the SEC in 2018, he had been both CEO and Chairman of the Board—which can serve as a conflict of interest,……
References
References
Abels, P. B., & Martelli, J. T. (2013). CEO duality: how many hats are too many?. Corporate Governance: The international journal of business in society, 13(2), 135-147.
Dickins, D. (2010). CEO and COB duality: Does it matter. Internal Auditing, 25(4), 35-38.
Gaydos, R. (2018). Elon Musk may have violated Tesla’s conduct and ethics code after smoking up in podcast interview: report. Retrieved from https://www.foxnews.com/tech/elon-musk-may-have-violated-teslas-conduct-and-ethics-code-after-smoking-up-in-podcast-interview-report
Porter, J. (2018). Tesla has found a new chairperson to replace Elon Musk. Retrieved from https://www.theverge.com/2018/11/8/18074800/tesla-new-chair-2018-robyn-denholm-elon-musk
Yang, T., & Zhao, S. (2014). CEO duality and firm performance: Evidence from an exogenous shock to the competitive environment. Journal of Banking & Finance, 49, 534-552.
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 … of human consciousness and cognition (Bolman & Deal, 2013, p. 254). The symbolic frame shows how organizations create and implement long-range strategies for management, marketing, and more.
Framing Disney
Few organizations could possibly prove to be a better example of the symbolic frame than the Walt Disney … better example of the symbolic……
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.
Study Document
Vision And Mission Statements Strategic Planning
...Brand management Based on the situation at Saint Francis de Sales Schools, the organization is suffering from a lack of vision and confusion with regards to its mission. There is not enough forward-looking perspective in the organization; the school has continuously been resting on its laurels instead of planning for the future (Klag, Giroux & Langley, 2012). Instead of focusing on the changes in the society and how the school should adopt to meet them—such as the rise of technological advancements in the Digital Age, and the demands of demographic shifts—the school has instead dithered away without growing its list of donors or building for tomorrow.
Therefore, vision statement for Saint Francis de Sales Schools should be: To be the number 1 leader in secondary school academic performance and all-around accomplishment in England.
The mission statement for Saint Francis de Sales Schools should be: 1) To form well-rounded students by adopting a……
References
References
Kim, W. C. & Mauborgne, R. (2002). Charting Your Company’s Future. Harvard Business Review, June 2002. Harvard Business School, Boston, MA
Klag, M., Giroux, H., & Langley, A. (2012). Strategic planning at Saint Francis de Sales Schools. International Journal of Case Studies in Management (Online), 10(2), 1-20.
Kouzes, J. & Posner, B. (1996). Envisioning your Future: Imagining Ideal Scenarios. Futurist, 30, 14.
Mullane, J. V. (2002). The mission statement is a strategic tool: when used properly. Management Decision, 40(5), 448-455.
Study Document
Organizational Concepts
… of the organization. The worldview informs the mission, vision, and value statements, and can be imparted to the general public to build a brand identity, communicate the organization’s commitment to social justice or environmental stewardship, and to align itself with strategic partners. When external or internal crises ……
References
References
Ahmed, A. (2019). Importance of mission vision in organizational strategy. The Chronicle. Retrieved from: https://smallbusiness.chron.com/importance-mission-vision-organizational-strategy-16000.html
Daft, R.L. (2013). Organizational theory and design. Boston: Cengage.
Metcalf, T. (n.d.). Contingency theory of organization. The Chronicle. Retrieved from: https://smallbusiness.chron.com/contingency-theory-organization-73865.html
Morgan, G. (2006). Images of organization. Thousand Oaks, CA: Sage.
Sire, J.W. (2009). The universe next door. Intervarsity.
Suhomlinova, O. & Currie, G. (2016). Organizational contingencies. The Blackwell Encyclopedia of Sociology. Retrieved from: https://doi.org/10.1002/9781405165518.wbeoso019.pub2
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/
Bartash, J. (2020). Apple’s Covid-19 warning. Retrieved from https://www.marketwatch.com/story/how-much-will-covid-19-hurt-the-us-economy-its-anyones-guess-right-now-2020-02-12
Delventhal, S. (2019). Nike facing challenging dynamics. Retrieved from https://www.investopedia.com/news/nike-facing-challenging-dynamics-goldman-sachs/
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.
Neikirk, T. (2019). Nike sales are again way up. Retrieved from https://hillreporter.com/nike-sales-are-again-way-up-following-conservative-boycott-40033
Nusser, S., Mahle, I., & Pätzmann, J. U. (2015). How Social Commerce Communication can support Brand Loyalty: An Analysis of Nike‘s Efforts in Facebook Community Management. Markenbrand, (4/2015), 48-57.
Oyedele, A. (2018). Nike surges. Retrieved from https://markets.businessinsider.com/news/stocks/nike-earnings-q4-2018-2018-6-1027328545
Storey, G. (2019). Nike and the importance of meaningful brand values. Retrieved from https://polpeo.com/nike-and-the-importance-of-meaningful-brand-values/
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 brand in the United States alone. The brand include reputable companies such as Pepsi, Dr. Pepper, and Coca-Cola. Table 1 below shows the market shares of the major energy drink brand 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 brand. 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.
Improve your studying and writing skills
We have over 150,000+ study documents to help you.
Sign Up for FREE
