Branding Essays (Examples)
Study Document
Branding Study
… in the 1980s to over $80 per share today. While not all of the company’s stock performance can be attributed to the company’s branding strategy (share buybacks and central bank intervention also help to keep stock prices levitated), Nike’s brand has become so recognizable and trusted that ……
References
Works Cited
“About Nike.” Nike, 2000. https://about.nike.com/ " target="_blank" REL="NOFOLLOW">
Study Document
Using DoorDash To Promote A Restaurant Brand
...Branding Implementing the Market Strategy
Introduction
Just as important as developing the market strategy is the process of implementing the strategy. Implementation has its own set of challenges that have to be addressed, however. These include forming strategic partnerships, managing top-selling products, improving pricing strategies; developing sales Promotion, advertising and sale promotion strategies; developing digital strategies and measuring market performance. This paper will address each of these challenges and offer solutions for implementing the market strategy for OPG.
Strategic Partnerships
Strategic partnerships the company could develop to help promote both companies could be to look for a local brewer who is wanting to expand and partnering with that brewer to brew in the adjacent building owned by OPG. OPG wants to start brewing its own beer, but instead of hiring a brewmeister and investing in the brewing business, it may make more sense to partner with a small existing brewer and……
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
...Branding 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 underlying Nike’s controversial campaign and shows how it was intended to leverage “woke culture” and gain competitive advantage in an industry that had largely stayed quiet on socio-political issues. This paper provides an external analysis, internal analysis, and financial analysis before addressing the strategic issue. Alternatives are also discussed along with a recommendation and an implementation plan. Before beginning, background information on Nike is provided here below.
Company Vision/Mission
Nike’s Vision is to “to bring inspiration and innovation to every athlete in the world.” Its mission is to create “groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global……
References
References
About Nike. (2020). Retrieved from https://about.nike.com/ " target="_blank" REL="NOFOLLOW">
Study Document
Papa Johns Strategic Analysis
...Branding Papa John’s is the fourth-largest pizza chain in the US, and 20th-largest quick service restaurant overall (QSR, 2018). Its total revenues for 2018 were $1.573 billion, with net income of $1.64 million, according to the company’s latest 10-K. In terms of sales per unit, QSR Magazine (2018) lists Papa John’s with $968,000, higher than Little Caesar’s and Pizza Hut, but lower than Domino’s. The company has over 3300 units in total. According to the company’s website, it has over 5000 locations total, in 45 countries. Founded in 1985 in Jeffersonville, IN, the company began franchising the next year, and has grown steadily since then, although there was a decline in the number of stores in 2017 (QSR, 2018).
According to IBIS World, the pizza industry in the US is worth $47 billion, which gives Papa John’s a 3.3% share. The largest competitor, Domino’s, has a 12.5% share, so there is……
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
… the following:
1) leverage social media and interact with consumers on social media platforms like Twitter, Facebook, YouTube and Instagram;
2) use consistent branding to make sure the brand is well-known and familiar;
3) have a website that is easy to use, informative, intuitive, and friendly;
4) ……
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
...Branding Marketing Plan for a Children’s Amusement Park
Executive Summary
The marketing objectives for this paper are to create a strategic marketing plan that considers the situational analysis, target segmentation, marketing mix, financials and controls needed to get the Park to the kids and get parents to buy an annual membership.
The vision for the Park is to be a safe place where all ethnicities and children are welcome and stimulated; where they can play games and have a snack zone with healthy but good-tasting treats. It is to be a place where parents are comfortable spending time as well while they allow their children to play on their own.
The mission is to reach this vision by adhering to the company’s main principles: 1) differentiate, 2) advocate, and 3) create. The first step is to make sure the Park is always offering something unique that sets it apart from other……
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
...Branding Operations Management 3
Purchasing
a. The product available for purchase is a pair of Chanel shoes. There are a number of things that I would take into consideration. Buying behavior is strongly related to whether the purchase is a high-involvement purchase or a low-involvement purchase. A high involvement purchase would involve significantly more time and research than might be the case for a low involvement purchase. Therefore, the amount of research, consideration and time that one would take for this pair of shoes will be dependent on whether the consumer views this purchase as high involvement or low involvement. As Deshmukh and Das (2012) note, social class can be a determinant of consumer behavior, and a pair of Chanel shoes is definitely one of those products. For some, this is a low involvement purchase and for others a high involvement one.
For me, this purchase fits a bit in the……
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
...Branding Why Nike Needs to Cut Colin 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 it approaches its consumer base in America while simultaneously addressing the supply chain issues that have arisen as a result of COVID-19, which has caused major production problems for Nike in Asia. While Nike has been active in promoting the ultimate Trump antagonist in Colin Kaepernick, it is now time to bury the hatch and put America first but cutting ties with Kaepernick and opening up production in the US so as to 1) bring manufacturing back to America and solve the supply chain problems caused by the virus, and 2) to help put Americans back to……
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
...Branding Introduction
The American soft drink market has been gradually shrinking over the last two decades due to health concerns. Many health experts are warning against sugary and carbonated drinks, so the sales have naturally reduced. And several reports are showing that those who are no longer taking sugary and carbonated drinks are turning to alternative drinks such as teas, natural juices, water, and so on. This has resulted in the steady growth of healthier non-carbonated drinks (Al-Shaar et al., 2017). Among the many alternative drinks recording, steady growth in energy drinks.
The energy drink market has seen steady growth since its launch in the United States in the year 1997. According to Kunst (2019), since energy drinks were launched in the United States in 1997, the market or segment has grown steadily at an annual rate of about 20 percent every year. The market is now valued at over 53……
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
… 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 ……
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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