From marketing to image, to branding Essay

Introduction My presentation is based on branding as a business tool for marketing. The presentation will provide the concept of brand based on the strategies, importance, and influence of branding and to the consumers and towards the end provide a case study of McDonald’s Company for the case study of branding. Firstly, Hill (2002, p. 79) defined brand as a symbol or a name that businesses use in order to identify their products and use them to separate from the competitors. He further argues that brand development forms a foundational piece of the business marketing communication industries cannot do without. Reasonably, speaking, there are numerous brand types that may either represent a corporate or personal brand. We must note that in the current globalization and technology driven world, branding has become increasingly significant than over the previous decades. My research on business branding features the collection of science and psychology to form a premise mark as opposed to a trademark. The brands of the business convey the information of credibility, uniform quality, and experience of the business. Brands have life cycles, valuable and outlive the products. Today, numerous companies invest the value of the business in their brand and it has appeared in their balance sheet. The world has become online and numerous markets are growing across nations that have seen the consumers use brands in their purchases. The importance of brands is, therefore; Assisting in the identification of the business. The business that uses branding can clearly be seen, quickly identify and sought after-products. Branding allows time and energy saving through practicality through loyalty and identical purchasing. The customer is guaranteed of finding the same quality irrespective of time and place of buying the product Branding provides common self-image that is presentable to others It allows for satisfaction brought through intimacy and familiarity with the brand that the consumers have using for years. Branding provides ethical standards in business due to satisfaction linked to the responsible brand behavior in its societal relationships. Branding Strategy This refers that firms mix and match the name of their brand and the products they offer. The degree of synergy between the product brand and the corporate brand depends on the architecture of the brand (Hill 2002, p. 124). I found the following brand strategies as identified by scholars; Corporate and individual branding House of brand and brand house, including sub-brands and endorsed brands Weak endorsement, no endorsement, strong endorsement, and medium endorsement. Delineated three types of brand strategy, continuum monolithic strategy, branded strategy, and endorsed brand strategy. Endorsement brand strategy, token endorsement, and weak endorsement. Influence of Branding to Consumers and Business The legally protected brands are significantly important in the modern marketing. Branding has several influences on the business and the customers. Firstly, branding brings psychological effect that affect the consumers by urging them to choose a specific product over the other based on perception rather than hard facts. I read from the work of Hill (2002, p. 143) that indicated that brands can automatically activate the goals of purchase in individuals without conscious or awareness intent. Likewise, Hill (2002, p. 143) further writes that brands offer promise of performance by the business by assuring the customers of the quality, safety, and other ethical obligations of the product. Further, it is indicated that the socio-culturally based brands present the role of brands through research. Brand satisfaction is a good reason for a customer to choose a specific product over the other. Case Study of McDonald’s Branding Success The case study I used was a well-known industry across the globe. With the globalization era, currently; it is easier for brands to show their presence globally in various cultures. Reading from Hill (2002), business operation in a foreign cultural atmosphere comes with changes in the strategies of the business, advertising, functioning and branding campaign. A case study of the McDonald’s different marketing strategies can best exemplify the global marketing strategy. The company originated in the U.S. in 1940 as a street restaurant and currently serves in 199 countries across the globe. According to Kulkarni, Lassar, Sridhar and Venkitachalam (2009, p. 12) the company’s brand is supported by a highly successful brand campaigns.   In each of all the branding campaigns of the McDonald’s Company, it has prioritized on social values of the target audience that has made functioning as a resilient possible. The comparison of the branding campaign in two completely economically and culturally diverse countries, India and Australia, shows the company’s effective resilience. My investigations reveal that the company ventured in India in 1996 and in Australia in 1971, but there exists a considerable gap in chronology. It is understood that the company adopted the dissimilar marketing strategies using similar brand values that were quality, service, cleanliness and value (QSC & V). Using this strategy, the company excelled in both the markets in a way that the societies never thought that it was an American brand. The reasons for brand success of the case study company were, perhaps, numerous (Encyclopedia of global brands 2013, p. 677). However, excellent market research tops the list. The ever-growing process of market research has assisted the marketers to analyze the environment of marketing and define the marketing strategies and product-market fit. Through market research, Light, Kiddon, Till, Heckler, Mathews, Wacker, Brunner, Emery and Hall, (2012, p. 67), writes the company realized the obligation to involve in the local culture. Social marketing, according to McDonald’s (2013, p. 221) assisted the company develop the socially accepted product and satisfies the customer needs better than that of the competitors. Currently, the company runs 780 outlets in Australia and 300 outlets in India. Therefore, the best achievement of the company is through its branding that successfully transformed itself into the local image and fulfilled the brand promises. The people believed in QSC & V that was fulfilled and the TV campaigns often focused on customer relationships. References Encyclopedia of Global Brands. (2013). vol. 2, K-Z,  Ã‚   2nd edn, St. James Press, pp. 675-680 Hill, C. W. L. (2002). International business competing in the global marketplace. New York, McGraw-Hill Irwin. KonecÃŒÅ'Nik Ruzzier, M., & Ruzzier, M. (2007). From marketing to image, to branding. IV Seminari Internacional D’InnovacioÃŒ  I Turisme â€Å"Turisme & Branding: La Clau Per Al Desenvolupament TuriÃŒ stic†, Palma De Mallorca, 26, 27 I 28 Setembre 2007. Kulkarni, S, Lassar W, Sridhar C & Venkitachalam A. (2009). McDonald‟s OngoingMarketing Challenges and Social Perception in India‟, Online Journal of International  Case Analysis, vol. 1, Issue 2, last viewed 23 Sept 2013,  http://ojica.fiu.edu/index.php/ojica_journal/article/view/19/18  11. Light, L., Kiddon, J., Till, B., Heckler, D., Mathews, R., Wacker, W., Brunner, R., Emery, S., & Hall, R. (2012). Branding strategies for success. [Upper Saddle River, NJ], FT Press. http://proquest.safaribooksonline.com/?fpi=9780133039030.

Potential hazards Essay

Doors are being left open is a big hazard because it opens a various amounts of hazards such as the children walking through the nursery alone without supervision. Having a doors open can also allow people to come into the nursery which jeopardizes the safeguarding of the nursery. The nursery overcomes this by having code locks on all entrances of the nursery as well as all of the internal doors. Hazard number two: sharp objects. In Nursery the children have a craft area and there are pots of scissors on a top a cupboard that the children can reach, this is a hazard because event thought they are safety scissors they are still sharp and can cause harm to the children. Another sharp objects that can be found around nursery can be the knifes at dinner time, they have to make sure that they are rounded and blunt in case the children dropped them on the way to their tables. Hazard number three: sockets. As the nursery is an old building the sockets and electric works are low down so if the plug sockets do not have a safety plug in the children run the risks of shoving objects in to the sockets and electrocuting themselves. The positioning of the sockets are positioned low to the floor to prevent a trip hazard. Hazard Number four: slip hazards. With the nursery providing drinks throughout the day and liquids there is a potential hazard of the children slipping and hurting themselves. To prevent this the nursery does regular checks of the toilet because the children wash their hands they drip their hands and they monitor the children when they have a drink. Hazard number five: hot food temperatures. In the nursery they operate a self-serve lunch service so when they give the children the food they have to make sure that the food is not hot enough for them to burn them if they drop the food as well as when the children eat the food that it is not to hot that they burn themselves when eating the foods. During food preparation the food has to be heated to a high temperature to kill off any bacteria that can cause disease. Hazard number six: registers.

Before You Were Mine by Carol Ann Duffy Essay

â€Å"Before you were mine† is a poem written by a daughter about how she imagines her mother’s life ten years before the daughter was born. The author describes the photo of her mother with two of her friends. They â€Å"shriek at the pavement† and seem to be sharing a joke, young and lightsome (line 4). She knows that the thought of having a child one day doesn’t occur to her mother when she was young and had a lot of dreams. Now remembering her own childhood, Duffy thinks of how she used to play with her mother’s red shoes and imagines when her mother might have worn them. She remembers how her mother used to teach her dance steps when she was a little girl. The poem is a four stanza one, each stanza being made up of five lines, with some variation in length of line. The first two stanzas focus purely on the life of the mother before the daughter was born, whilst the third stanza opens with a reference to the daughter’s birth and then moves to the daughter’s vision of her mother in her earlier life, thus providing a link with the previous stanzas. The fourth stanza begins with a recollection from the daughter’s younger life with her mother, and then takes us back once again to the mother’s days of dancing. I consider that the language contributes to the mood of the poem. The poem is written in first person narrative voice. There are many references to her mother as very happy – â€Å"you laugh / the bold girl winking in Portobello†, â€Å"you sparkle and waltz and laugh†(lines 13-15). The author’s mother’s life can be perceived as flashy. Her mother is likened to Marilyn Monroe: â€Å"Your polka-dot dress blows round your legs. Marilyn† (line 5). Duffy’s mother dreams of â€Å"fizzy, movie tomorrows† (line 7). The poem is written in the present tense, as if the events of the photo are happening now. I suppose in this way the poet tries to make her mother’s past as real as possible. It seems juicy to read a poem in which a daughter imagines how full of life and fun her mother must have been before she was born. Her admiration of her mother is shown in a direct way, and words such as â€Å"shriek†, â€Å"sparkle† and â€Å"fizzy† image the carelessness of youth. Throughout, the poet is very possessive of her mother. References to her appear constantly: â€Å"I’m ten years away†¦ †, â€Å"I’m not here yet†¦ †, â€Å"I remember†¦ † (lines 1, 6 and 12). The word â€Å"mine† appears in the title and the poem actually concludes with the same words as the title, as if the poet is locking her mother in a firm embrace of words.

Human cloning and animal cloning Essay Example | Topics and Well Written Essays - 750 words

Human cloning and animal cloning - Essay Example Haugen (2007) asserts that, though human cloning has not been extensively expounded on like the animal cloning, it has been researched that it is going to have a number of benefits to human: To start with, human cloning eliminates defective genes. Today genetic illness is not a number one killer disease but this could be in the near future. As humans frequently reproduce, damage to their genes goes high. This creates mutations and malfunctioning of the genes. Down’s syndrome that affects women can be avoided by cloning. Tay-Sachs disease which is an autosomal recessive genetic disorder could be prevented through cloning.Therefore; elimination of these problems could only be done by cloning of healthy human cells. Secondly, cloning enhances faster recovery from traumatic injury. Accidents sometimes, cause a lot of pain and injury to humans. For instance an athlete who gets injured and the recovery process is slow, true healing could only be done by cloning of their own cells to help a faster recovery process. Thirdly, it helps in solving out infertility problems. A lot of couples now days go through difficult times trying to solve out their infertility issues. Without successfully having children, the couples run out of time and money. Human cloning has made it achievable for these couples to have children. In addition, human cloning reverses heart attacks- Heart disease is a number one killer in the U.S and other industrialized countries. Scientists believe that heart attack victims can be treated by cloning their healthy heart cells and injecting them into the areas of the heart that have been damaged. Plastic, reconstructive and cosmetic surgery is another advantage. Human cloning has made it possible for breast implants and other cosmetic procedures to be a success. With the new technology of human cloning doctors are able to manufacture fat, bone, connective tissue or cartilages

Stem Cell Rubric Research Paper Example | Topics and Well Written Essays - 1000 words

Stem Cell Rubric - Research Paper Example However, there are certain advantages in using embryonic stem cells (ESC) that the others still cannot provide. Unlike ESC that are known to come from pre-implanted embryos, the source of ASC is still to be discovered. By some reason still unknown to researchers, ESC proliferate and remain undifferentiated for a year longer than ASC do. In addition, ESC have the potential to differentiate into all cell types of the body, while ASC can only differentiate into the cell types of its tissue of origin. Also, it is much easier to increase the number of ESC than that of ASC (National Institutes of Health, 2009). For example, if it is hematopoietic ASC, then it can only be induced to form blood cells. However, despite the seemingly more advantageous ESC, ASC are believed to induce less graft transplantation reaction, as it can be derived from the patients themselves (National Institutes of Health, 2009). Benefits of Stem Cell Research Arguably, the most important benefit of stem cell researc h is the use of these cells in stem cell transplantation therapy. In fact, for 40 years already, hematopoietic or blood-forming ASC from bone marrow have been used in transplants to cure health conditions such as leukemia (National Institutes of Health, 2009). ... It is important to develop therapies for these illnesses, especially cancer and cardiovascular diseases, as these occupy the top of the list of morbidity and mortality worldwide. Aside from that, further stem cell research (SCR) paves the way for more discoveries, such as the regulating factors behind stem cell proliferation and self-renewal. These factors, in the future, may be used in the regeneration of destroyed tissues, such as that in myocardial infarction, one of the leading causes of morbidity and mortality in the United States. In addition, these pluripotent cells can provide a better observation of human development from embryo to infancy. This then may lead to researches on the abnormal cellular development, as seen in physical birth defects, genetic abnormalities and cancer. Large amount of cells grown in vivo from stem cells may also be used in easier and safer testing of drug safety and effectiveness (Johnson and Williams, 2006). Disadvantages of Stem Cell Research Whic h Lives to Save Despite the many scientific advancements contributed by stem cell research, many still argue against it. One argument reasons that the fertilized eggs used in SCR are already alive, and thus it is not right to take someone else’s life, no matter for what purpose. Partly causing such conflict stems from the fact that until now, there is no specific age of gestation at which life has been pinpointed to start at. The Health Risk of Stem Cell Therapy Another argument against SCR claims that the chemical and biological factors used to manipulate the cells in vivo can cause adverse effects once the resulting specialized cells from them are transplanted to humans for therapy. For example, viruses from the

Global View of Modern History Essay Example | Topics and Well Written Essays - 750 words - 13

Global View of Modern History - Essay Example The transatlantic slave trade is a well-documented event that represents the rise of European economic power. It occurred between the fifteenth and nineteenth centuries in West Africa. Commercial interest drew Europeans to West Africa as trade networks expanded to and within the region. Europeans tapped the commercial value of slave trade which led to a huge migration of West African slaves across the Mediterranean and the Indian Ocean to the Atlantic Ocean basin (Bentley  and Ziegler, 559). The labour these slaves provided played a vital role in the enhancement of European agriculture, technology, and trade thereby allowing it an advantage over other civilizations (Pomeranz, 266). The Industrial Revolution was an important event that characterizes Europe’s step towards greater sophistication and technological advantage, which was critical in driving European power. Before the revolution, Europe’s backwardness lied in agriculture, means of production, land management, and inefficient use of fuelwood (Pomeranz, 32). The Industrial Revolution provided Europe with a technological lead over the rest of the world which was possible through Europe’s interaction with other civilizations. Further, it allowed the European society to transform into an industrial society characterized by mass production, paving the way for capitalism (Bentley  and Ziegler, 659). World War I is another significant event in world history, also known as the Great War, which represents a European conflict of large scale. World War I mainly involved European powers and their colonies, including the Allies and the Associated Powers and the Central Powers. The conflict which erupted as an Austro-Serbian dispute grew to involve Europe’s powerful empires. Again, the World War I represents the rise of European power because, with the defeat of the Central Powers, the European Colonialists were able to exercise power that created current conflicts such as the ongoing Israeli-Palestinian conflict.

Leadin organizational design Essay Example | Topics and Well Written Essays - 500 words

Leadin organizational design - Essay Example There is no single right approach. From the experience we got from the exercise, it is clear that solid arranging practice is basic to change administration victory. There are numerous change situations that call for some diverse reactions. Maybe expanding rivalry requests another concentrate on holding existing clients? Then again perhaps extraordinary business victory is bringing about developing aches? It is safe to say that you are ceaselessly filtering the natures turf (markets and rivalry)? Be vigilant in administering attention to the outer environment so the need for change could be promptly recognized. Additionally, it is important to note that a participative arranging procedure is basic to change administration victory. Despite the fact that change may be started by a singular, key stakeholders should additionally thoroughly consider and comprehend need for change. Furthermore, stakeholders must experience the improvement of vision and method. A thorough and normally prolonged methodology of data imparting and dialog is important to make arrangement of the center gathering. Time and vitality went through in intense gatherings with the right individuals will transform stronger systems and solid authority all around the association. On the off chance that these tests are succeed, the change activity will profit from a solid vision and system upheld by a solid, profoundly adj usted center change management as it is the case with Global Tech. William Bridges work is concentrated on the mental process that people experience when adjusting to change. Associations that utilize the Transitions model highlight the exact individual and in some cases excruciating excursion that happens when we relinquish the past and end up in the unbiased zone, on our route to a fresh start. Once more, EC tests pioneers to think about scaling the singular brain science