with Established Businesses 34 4.3 Analysis and Discussion 37 5.CONCLUSIONS, IMPLICATIONS & RECOMMENDATIONS 43 5.1 Conclusions 43 5.2 Recommendations and Implications for Businesses 45 5.3Revisiting Aims and Objectives 47 5.4 Research Limitations 48 5.5 Areas of Future Study 48 5.6 Concluding Remarks 49 References 50 Appendix-I 55 1. INTRODUCTION In today’s competitive world, businesses can only survive if they communicate well to their customers. In the time when every other company is bombarding messages to the customers, one must not stay behind in the race of communication. There are several ways to communicate with the customers and where the product itself, the price and the place too communicates with the customers there are some specific communication tools available for companies to reach the target audiences. Promotion mix elaborates different ways via which a company can target its current and potential customers. These specific communication tools include advertising, sales promotion, publicity / public relations and personal selling – the promotion mix. This paper focuses on advertising as a way to reach audiences where the major focus is on brand building and how it may help in promoting a business. The distinction between new and established businesses and the impact of advertising and branding on both a new and an established business is presented. 1.1 Background and Context Businesses focus on advertising and branding more than ever before; this is partly because of the increased competition. It has become important to stay visible in the time when every other business is advertising and promoting itself. Advertising and branding is the most beneficial and extremely vital for businesses. It is true that advertisements affect businesses; several authors and researchers have concluded that advertisement has the power to have an effect on businesses. Though not same, there is a close link between advertisement and brand promotion. Brands are created over a period of time and advertising plays a crucial role in brand promotion; a common marketing strategy used for creating awareness of products, increase in sales and ensuring customer loyalty is brand promotion. Many businesses instead of promoting individual products focus on promoting the brands as a part of their corporate strategy; this is called corporate branding. Grime (2012, p. 146) defined corporate branding as “a consistent effort centered on the company as a whole”. The prime motive of brand promotion is to create customer awareness (Trehan & Trehan 2010); once established, the customer tends to purchase that product again and again which leads to customer loyalty. Brand promotion also
Impact of Advertising on Brand Development for New and Brand Management for Established Businesses – a Study of New and Established Businesses in India [Name] [Institution] Contents Contents 2 1.INTRODUCTION 4 1.1 Background and Context 4 1.2 Research Aims and Objectives 5 1.3 Explaining Key Concepts 6 1.4 Significance of the Study 7 1.5 Overview of the Dissertation 7 2.LITERATURE REVIEW 9 2.1 Advertising, Branding and Business Promotion 9 2.2 History of Branding – Links to Advertising 11 2.3 The Different Branding Strategies 12 2.3.1 Branding Approaches 12 2.4 Importance of Branding – Costs and Benefits 14 2.5 How advertising affects brands?…
This research investigates the impact of brand extension on the personality of a brand and for this purpose; two companies are selected to conduct this report. One of the companies is of Caterpillar and other is of Burger King. This Impact of brand extension can be either negative or positive and this research test out the positive impact and negative impact on the brand personality.
Currently, the world has experienced the high level of companies’ diversification as multinationals try to spread production risks to different parts of the world. According to Talloo (2007), this is due to increasing rate of globalization which has led to opening up of boundaries and liberalization of the global markets.
lusion 83 Reference 85 Appendix 97 Introduction The modern age of business can be defined as age of competition. The competition within an industry is gradually increasing with the expansion of business as many new players are entering into the market. There are several reasons behind this intensifying competition.
The author states that the question of cultural considerations in advertising comprehends more than the profit motive and the maximization of sales. It includes aligning the entire marketing effort with the values and norms of the society. The observance of ethical business precepts is inseparable from the advertising campaign.
Lebara Mobile provides inexpensive international communication service and customised SIM (subscriber identification module) cards according to the needs of customers throughout the world. Its operations are situated in France, Australia, Switzerland, Netherlands, Germany, Spain, Denmark and the UK.
Modern business is all about strategy and competition with its rivals. The competition within an industry is gradually increasing with the expansion of business as many new players are entering the market. There are several reasons behind this intensifying competition. Globalization has resulted in serious competition in all the industry markets.
Consumer preferences and needs keep changing. While studies have been conducted on the impact of promotion strategy on consumer purchase or regular products and services, online gaming is a new concept and its marketing is still in the nascent stage. Therefore, this study was based on evaluating the impact of promotion strategy on consumer purchase in the online gaming industry.
The study reveals that six categories are most investigated and relevant for managers: Brand Management, Brand Equity, Brand Knowledge, Brand Awareness, Brand Recall, and Brand Image. In addition, corporate sustainability and international brand management have been identified as one of the major trends for brand managers and academia.
As far as economic literature is concerned, advertising is either informative or persuasive. Informative advertising simply describes the features of the product, and is extremely valuable in providing consumers with sufficient information enabling them to create or formulate informed choices and prudent decisions with regards to the goods and services they demand.
Celebrity endorsement is a communication channel in which a celebrity acts as a spokesperson of the brand. Personality of the celebrity certifies the market position of the brand. Celebrity endorsement proved as a distinct differentiator in the market where distinct proliferations among major brands are noticeable.
33 pages (8250 words)Dissertation
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