Brand Building Strategies Essay Example | Topics and Well Written Essays - 500 words

Brand Building Strategies - Essay Example We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper. Secondly, the marketing of a product can be conducted through signifying the product with the name of the company. Extending the benefit of the overall brand is known as a hybrid brand. Kotler and Pfoertsch (2010) observe that certain products of a company can be marketed simply by relating their identity to the holistic company brand. The products of a company can also be marketed by incorporating them under the company or master brand name, which is known as an umbrella brand or family brand. To this end, Phillips, Doole, and Lowe (1994) observe that firms such as Heinz, Kellogg’s, and Cadbury market their products under their company name or family name1. For example, Heinz ketchup’s and sauces: Classico, Heinz Ketchup, and Heinz Salad Cream; meals and snacks: Bagel Bites, T.G.I. Fridays Mozzarella Sticks, and Ore-Ida Potato; infant/nutrition: Heinz Nurture Infant formulas, Plasmon Infant Food, and Wattie’s Gravy. Kellogg’s, with its 490 products, shows how one company can expand through the creation of specific product attributes, from Kellogg’s Rice Krispies Treat to MorningStar Farms Meal Starters. Finally, Cadbury is known for its love of chocolate, which is varied in products such as Cadbury Dairy Milk Chocolate Bars, Cadbury Mini Rolls Cakes, Cadbury Digestive Biscuits, Cadbury Drinking Chocolate Drinks, Cadbury Dream Sticks Ice Cream, and dessert boxes that are filled with chocolate treats. On the other hand, a distinct brand is based on differentiation from the clutter of lookalike products that are on the market. Several measures can ensure that a

History Essay Example | Topics and Well Written Essays - 500 words - 32

History - Essay Example Yet, new inventions and technological up-gradations are important. Neil Postman has identified a framework that has five factors that he thought is essential for any technological development. The experts feel that the frame work holds good for almost all of the technologies. The five factors are as follows: As the new technology comes in, it has certain advantages and disadvantages associated with it. But those advantages and dis-advantages are never distributed equally among the population and always there are certain gainers and some losers when a new technology is introduced. Western America had been famous for mines. It was in 1848, when James Marshall found gold at a ranch in Northern California. Soon, whole lot of Americans gathered in the region in search of luck through minerals. Some mined for gold while others for silver and other precious minerals. But the technology of mining changed soon. The crude wooden sluices that were used previously were replaced by hydraulic mining that used water jets to break the earth. Such a change impacted greatly over the economy and the society which can be co-related with the Neil Postman’s framework of new technology. As the first principle goes, the new technology called for huge investments and many of the small miners could not bear the cost and they lost the mines to big Western companies. The new technology was advantageous for the big established players and the companies as it called for huge investments. The entrepreneurs who dreamt of making it big through mines were definitely in the disadvantageous positions. The message (third principle) that came with the new technology was that more power was bestowed in the hands of the powerful and the rich with sound infrastructure only could take advantage of it. Though Postman says that the power should not be left to the few, in his fourth principle, most unfortunately same happened. It was only the big companies