Executive Summary
Sears is a retail company that offers a range of products and services via brick and mortar locations and online shopping portals. Its brand focuses on offering quality proprietary brand products and in-home services in an industry that is currently led by larger retailers like Wal-Mart, Target and Amazon, the e-commerce giant that is single-handedly changing the nature of retail today. In order to stay competitive, Sears is focusing on building brand loyalty among the young target market with disposable income—the 25-30 year old demographic; it is differentiating itself from its competitors by focusing on providing quality products and services as opposed to only discounted options. Sears’s main selling point, therefore, is its quality brand products—like Kenmore and Craftsman—that appeal to homeowners, especially to new homeowners who are in a prime position to develop brand loyalty to the types of appliances and services that only Sears can offer.

Sears: Brand…...

Marketing
Jim Service, Inc. has been in operation for about a year. Nonetheless, the business has not been able to meet its targeted annual revenue. The owner, Jim Dickson, is now contemplating closing down the business, an option that he cannot get his mind around. The major problem Jim is facing relates to brand image. Jim is competing in a space historically dominated by Joel Bullard. Bullard has created such as strong brand image that even larger, nation-wide competitors have been unable to beat. He boasts a loyal base of customers who are not willing to try other providers of carpet and furniture cleaning services. Though Jim offers equally high quality services, he is unable to snatch customers from Bullard as customers prefer Bullard's "quality-care" image. The only way Jim can beat Bullard is by developing a more compelling brand image. He must develop a brand image that customers would be…...

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Overall, Jim faces a tough branding exercise. Despite being in business for a year, snatching customers from his major competitor has been a difficult undertaking. If Jim is to remain in business, he must focus on developing his brand. He must pay attention to building a more powerful brand image. This is the only he can lure customers from Bullard's ship. By understanding his target market and gaps left by his competitor, Jim can build a more compelling brand. It is not a straightforward endeavor, but Jim must rethink his brand building approach if he is to sustain his seemingly dwindling business.

Reference

Lamb, C., Hair, J., & McDaniel, C. (2009). Essentials of marketing. 6th ed. Boston: Cengage Learning.

Managerial benefits of CS
CS improves brand image

CS increases sales

CS increases

Effects of CS on customer satisfaction

CS increases the demand of goods and services

CS improves corporate performance

CS affects employees, investors, and customers positively

CS boosts recruitment and worker relations

This paper examines the concept of business ethics and corporate responsibility through the lens of the social contract theory as well as the agency theory. Much of it however is on the social contract theory that holds the opinion that corporations must operate within the society via contract of giving back and caring for their environment. The paper then discusses the benefits associated with corporate social responsibility to a given firm. We look at how in increases efficiency in a given corporation as well the effects of business ethics and social responsibility the company's relationships with employees, investors, and customers. A recommendation and conclusion then follows.

Introduction

The definition of CS

The earlier definition of CS such as…...

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References

Barone, M.J., Miyazaki, A.D., & Taylor, K.A. (2000). The influence of cause-related marketing on consumerchoice: does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2), pp.248-62.

Bowen, H (1953) Social responsibilities of the Businessman (Harper, New York)

Brammer, S. & Millington, A. 2008. Does it pay to be different? An analysis of the relationship between corporate social and financial performance. Strategic Management

Journal, 29(12): 1325-1343.

Brand Reinvention: The New, Old McDonald's
The name McDonald's is virtually synonymous with the idea of 'branding.' The idea of McDonaldization seems to imply the standardization and Americanization of both culture and food. However, the brand image of McDonald's has in fact gone through a number of reincarnations, over the company's long history. One of the most notable shifts occurred when the company shifted from its slogan of "You deserve a break today," or "It's a good time for the great taste," to "Mmm...I'm lovin' it."

During the 1970s, when more and more women were becoming 'liberated' from the stove, and going to work in record numbers, the idea of being not having to slave over a hot stove was seen as a positive benefit of eating McDonald's hamburgers. The idea that it's always a good time to eat burgers and fries similarly stressed the ease and convenience of fast food. During…...

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Works Cited

Dreams." YouTube. Retrieved 11 Feb 2008 at  http://www.youtube.com/watch?v=5184llMCDwA 

School is Hard." YouTube. Retrieved 11 Feb 2008 at  http://www.youtube.com/watch?v=rtdrjt_1zUU 

McDonald's Recital Commercial." YouTube. Retrieved 11 Feb 2008 at  http://www.youtube.com/watch?v=-2yklZeEbFE&feature=related 

McDonald's 1996 Winter Olympics Commercial." YouTube. Retrieved 11 Feb 2008 at  http://www.youtube.com/watch?v=dHiVhCqqvUw

Apple does not use smell or taste as important elements in its sensory experience. The company recognizes that there are limits to the use of multisensory branding. The branding must, after all, remain relevant to the product. For consumer electronics, taste and smell are relatively irrelevant, just as for a fast food chain they are critical and touch becomes largely irrelevant. So while touch, sound and sight are all relevant to Apple's branding, the other two senses are not and therefore do not play a role in the branding.

Apple also makes use of sound as part of its branding. As with many companies today, Apple has recognized the appeal of music in creating a brand image. The company prefers to bolster its image as an innovator and a brand for creative people by using fresh sounds from relatively unknown performers. Snippets of the songs are used to create an emotional…...

These other Gap, Inc. stores have more of a core brand image, even if their clothing is more expensive.
Step 3 - Determine MC Objectives

Convey the uniqueness of the Old Navy brand. It is fun, gives the consumer value for his or her dollar, and has insight into youthful 'hip' trends.

Step 4 - Develop Strategies and Tactics

Old Navy is making use of Twitter and YouTube with its SuperModelquins campaign, which uses interactive as well as old media to sell its clothing with plastic, created dolls, all with unique lives and personalities the consumer can follow online (Anderson 2009). The approach is edgy, yet will not alienate mothers who shop at Old Navy for their children.

Step 5 - Set the Budget

The use of new media can act as a method of cost-containment, given that advertising through such sources will reach more of the target audience. More focused channels such as television…...

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Works Cited

Anderson, Mae. (2009, February 29). Old Navy's new ad campaign heavy on 'quirky'

Money AOL. Retrieved July 4, 2009 at  http://money.aol.com/news/articles/_a/bbdp/old-navys-new-ad-campaign-heavy-on/359240 

Duncan, T. (2004). Principles of advertising & IMC. New York: McGraw-Hill.

(Martin 1992:1). On the most basic level, the most popular brands have very narrow associations, such as Coca-Cola with America, McDonald's with fast, cheap, fun food, etc. But what if consumer tastes change and a long-popular brand's association that is narrow but popular falls out of favor? Is a more broad marketing strategy the wave of the future that goes beyond pure brand extensions, like the example of Mountain Dew, an extension of a particular soda line? This intriguing concept, which might provide a clue to the difficult question of the inevitability of brand death, goes unanswered.
orks Cited

Kotler, P. & Keller, K. (2006). Marketing Management (12th Ed.). Upper Saddle

River: Prentice-Hall.

Roth, Martin S. (Jun 1992)." Depth vs. breadth strategies for global brand image management." Journal of Advertising. Retrieved 21 Mar 2007 from allbusniess.com at http://www.allbusiness.com/management/323170-1.html...

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Works Cited

Kotler, P. & Keller, K. (2006). Marketing Management (12th Ed.). Upper Saddle

River: Prentice-Hall.

Roth, Martin S. (Jun 1992)." Depth vs. breadth strategies for global brand image management." Journal of Advertising. Retrieved 21 Mar 2007 from allbusniess.com at  http://www.allbusiness.com/management/323170-1.html

Brand Extension
The disadvantages of employing brand extension strategy

This work compeers and contrasts the merits and demerits of implementing brand extension a s a growth strategy by various firms. This is done by means of practical examples. In the end of the debate, the paper indicates why it is better to adopt the extension strategy as opposed to shunning it due to its numerous demerits. A discussion of the key points is presented and then a final conclusion to hammer out the reason for the need to implement the strategy

Brand extension, which entails the use of a given brand name which is established in a given product class in entering another product class is noted to be hugely beneficial to several organizations (Tauber,1988).Keller (2003) pointed out that the concept of brand extension is clearly defined whenever a given firm employs an established brand name in the introduction of a totally…...

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References

Aaker, D.A. (2004). Brand Portfolio Strategy. New York: Free Press.

Aaker, D.A.; Keller, K.L. (1990) Consumer Evaluations of Brand Extensions, Journal of Marketing, Vol. 54, No. 1, pp. 27-41.

Bhat, S., & Reddy, S.K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53, 111-22

Chen, K.F., & Lue, C.M. (2004). Positive Brand extension trial and choice of parent brand. Journal of Product and Brand Management, 13(1), 25-36.

Market Segments
Understanding the characteristics of the target market is a crucial step in developing the branding and marketing plan. This basically involves segmenting consumers. Consumers can be segmented based on their demographic, geographic, behavioral, and psychographic characteristics (Lamb, Hair & McDaniel, 2009). For the automobile industry, consumers can be segmented as follows.

Demographic characteristics
Individuals, male and female, families, middle- to high income, businesses, and professionals

Geographic characteristics

Behavioral characteristics

First-time buyers, repeat buyers, seeking functional benefits, with family needs, seeking social status benefits, seeking quality cars, seeking off-road capabilities.

Psychographic characteristics

Enthusiastic about cars

As per the table above, the target market is broad. It encompasses middle- to high-income individuals and families as well as professionals and business in the US seeking to buy a car for mobility, status, and/or off-road usage. With an understanding of the market segments, the marketing mix and other elements of the marketing plan can be developed more effectively.
 

Product, Place/Distribution, Promotion, and…...

' Even if the brand has an indelible image, if tastes change, the company must vary its formula and change its brand associations. Because of the increased concern about obesity, which has come to outweigh concerns about convenience, McDonald's image as a family-forward, all-American company has become tarnished, and now the fast food giant features healthy options as well as its large portions. Its commercials proclaim the cheapness of its dollar menu rather than feature images of families eating under the golden arches. Instead of seeming hypocritical by stressing family values, McDonald's stresses the ability of consumers to save money by eating its food and makes a token nod to obesity concerns by offering salads.
However, equally dangerous as not varying the brand image to change with consumer tastes is expanding too quickly and diluting the successful image of one's brand, as some feel may have occurred when Starbucks began to…...

Premier Portraits: Online Branding Proposal
Premier Portraits is a luxury brand. Its customers are not interested in bargain prices but in quality and the prestige of having a custom photographic portrait of themselves or a loved one ("Different Types of Goods," 2016). Given that the target audience comprises corporate executives, sports figures, politicians, actors, and other people in the media or with significant income, price not a concern versus crafting an image of exclusivity. In the case of some media figures, the portraits may be used in marketing their own personal brand.

Product Offering

The core product should be a personalized digital photograph altered and retouched to customer specifications. For example, some of the portraits may be altered to look as if they were painted by famous artists like Rembrandt in his traditional chiaroscuro style. Other portraits may have handcrafted touches, like actual oil painting superimposed upon them. Each product should be custom,…...

Marketing
Pooch Pantry- Unit IV - Brand Elements, Positioning and Strategic Group

Brand Elements

The branding of the product will play an important role in the marketing and sale of the Pooch Pantry. A brand may be defined as the creation of a recognizable image that can be recognized and help to differentiate one product range or firm from its competition (Doyle, 1990). Aaker & Lane (1990) state that a brand may be perceived as a mental box, in which there are a set of assets or liabilities associated with a particular brand. This is a useful approach towards the consideration of branding, as it is noted that the mental box will be impacted by a wide range of elements, including the purposeful brand elements, such as name, brand text, the symbols that are used, colors and intangible associations (Aaker Lane, 1990). However, it also indicates there is the potential for negative associations,…...

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References

Aaker, David, A.; Keller Kevin Lane, (1990, Jan), Consumer evaluations of brand extensions, Journal of Marketing 54(1), 27-42

Dev, Chekitan, S, (2008, Feb), The corporate brand: help or hindrance? Harvard Business Review 86(2), 49-58

Doyle, Peter, (1990), Building Successful Brands: The Strategic Options, Journal of Consumer Marketing, 7(2), 5-20

Kotler Philip; Keller Kevin, (2011), Marketing Management, Prentice Hall

Branding, And Branding Management
Brands and branding are not new concepts in business. During the Stone Age, hunters used particular brands for their swords in hunting. Since then, the concept of brands and branding has developed in terms of knowledge, procedures and theories. Some theories used concerning branding, originated primarily because of the development of commercials in media. Companies have realized the importance of branding, which has added to the interest of theories behind the concept of brands and branding. This in turn has led to substantial literatures on the subject of brands and branding. Branding has undergone evolution, but the concepts of branding continue being central in every stage of evolution. In addition, branding management has also undergone substantial change since the 1950s (Marquadrt, Makens, & Larzelere, 1995).

Background: Evolution of Branding

Past

Prior to the 1970s, branding was not a matter of attention. Even countries that understood the potential advantages of a…...

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References

Brodie, R.J., Glynn, M.S., Van Durme, J. (2002). Towards a Theory of Marketplace Equity:

Integrating Branding and Relationship Thinking with Financial Thinking. Marketing Theory, 2(1), 5-28

Doyle, P. (1989). Building successful brands: The strategic options.Journal of Marketing, 5(1),

77-95.

Branding
The product that we will be working with is fried cricket snack called Chapu. This is based on the Mexican chapulines, or fried crickets, that are found in many areas of Mexico, including Mexico City, Oaxaca, Puebla and other south-central regions. Furthermore, Southeast Asians like Vietnamese and Thai are quite well-known for their eating of friend crickets, locusts and these types of things. There is an unserved market in the United States in a couple of ways -- first because these ethnic communities have been ignored with these products, but more important because there is a broader community that has never seen these products.

Crickets are easy to raise, and a highly efficient source of protein. When they are fried, they become crunchy, and take well to seasoning. In that way they are quite similar to other friend snacks that are usually made from starches. That they are rich in protein…...

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References

Cabral, J. (2013). Eat your crickets: Los Angeles is the chapulin capital of the U.S. Los Angeles Times. Retrieved May 3, 2014 from  http://www.latimes.com/features/food/dailydish/la-dd-eat-your-crickets-los-angeles-chapulin-capital-20130709,0,6370962.story#axzz30fRoQEln 

CIA World Factbook: United States (2014). Retrieved May 3, 2014 from  https://www.cia.gov/library/publications/the-world-factbook/geos/us.html 

InfoPlease (2014). Hispanic-Americans by numbers. InfoPlease. Retrieved May 3, 2014 from  http://www.infoplease.com/spot/hhmcensus1.html 

 https://www.youtube.com/watch?v=6pnUsPQPpcE

The use of the cowboy as the main symbol of the brand responded to the needs that people had at those times. It was a figure who stood for authenticity.
In addition, its complexity derived from the fact that being nonetheless a "real" person, older, wrinkled, it had style and class. In addition, it was a character who took complete control of the things in his life and this was appealing for everyone. People wanted to be like the cowboy. Strong and free. It was a long way from the may feel that the Marlboro cigarettes started out with.

The example that has been analyzed in this paper demonstrates how powerful image can be. The Marlboro cigarettes themselves have surely underwent a process of technological development regarding filters, the quantity of nicotine they include, their chemical composition, etc. ut these changes were insignificant compared to the changes that the brand underwent…...

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Bibliography:

Gobe, Marc. Emotional branding, the new paradigm for connecting brands to people. Allworth press. 2001

Kluger, Richard. Ashes to Ashes: America's Hundred-Year Cigarette War, the Public Health, and the Unabashed Triumph of Philip Morris. New York: Alfred A. Knopf, 1996.

Pricken, Mario. Creative advertising. Thames & Hudson. 2008.

Ogilvy, David. Ogilvy on advertising. Vintage, 1985

1. The Evolution of Adidas: A Look at the Brand's History, Successes, and Challenges
2. The Impact of Adidas on Sports and Fashion: How the Brand Has Influenced Trends and Culture
3. Adidas vs. Competitors: A Comparative Analysis of Marketing Strategies and Successes
4. Sustainable Practices in the Adidas Supply Chain: How the Brand is Leading the Way in Corporate Social Responsibility
5. The Future of Adidas: Predictions and Opportunities for Growth in the Global Market
6. Athlete Endorsements and Partnerships: How Adidas Collaborates with Sports Stars to Drive Sales and Brand Awareness
7. The Influence of Technology on Adidas Products: How Innovation is Driving the....

Essay Topics on Adidas: A Comprehensive Analysis

1. The Rise and Evolution of Adidas: A Study in Sports Marketing

Trace the origins and growth of Adidas, examining its key marketing strategies and product innovations.
Analyze the company's target audience, brand positioning, and communication channels.
Discuss the challenges and opportunities Adidas has faced in the competitive sportswear market.

2. Adidas's Social and Environmental Impact: A Critical Assessment

Evaluate Adidas's commitment to social responsibility and sustainability initiatives.
Examine the company's efforts to address issues such as labor rights, environmental protection, and diversity and inclusion.
Discuss the effectiveness of these initiatives and their impact on....

A thesis statement for a compare and contrast essay on Adidas could be: "Although both Nike and Adidas are popular sportswear brands recognized worldwide, their distinct approaches to marketing, product design, and brand image set them apart, ultimately catering to different consumer preferences and creating unique fan bases." When crafting a debatable thesis statement about Adidas, it's important to focus on specific aspects of the brand that can be compared or contrasted with other competitors in the market. You may want to consider exploring how Adidas' focus on sustainability and ethical manufacturing practices sets it apart from other sportswear brands, or....

Electrifying the Future: Captivating Titles for Your Global Electric Car

Introduction

The automotive industry stands on the cusp of a transformative era, with electric vehicles (EVs) poised to revolutionize transportation. As you embark on the journey to introduce your global electric car, a compelling title serves as the cornerstone of your marketing strategy, captivating the attention of potential customers and igniting their imaginations. Here's a comprehensive guide to assist you in brainstorming catchy and impactful titles that will set your EV apart in the global marketplace:

1. Highlight the Revolutionary Nature of Your EV

E-volution: Evoking the transformative power of electric propulsion, this....