I once attended a Board meeting of a Cocoa producer in their offices in London. The GM of Marketing was making a case for an extraordinary budget item to have a specific premium blended product endorsed by a renowned celebrity. The CEO was supporting this initiative because he was clearly ‘a fan’. I made the case that while the company produces, refines, packages and supplies […]

When investigating why some urban areas need rebranding I would use a range of both primary and secondary data to see what the environmental, economic and social needs for rebranding were. Primary fieldwork I would complete whilst in the area would include: land use surveys, EQS’s, questionnaires, perception surveys, an index of decay and I would also take photos of the area. By using a […]

It had become part of LAVA Group in 1999, and is now led by Hummers Leon and Carol Limit. Keno is known for its bold themes and unexpected mix of styles that reflects the daring spirit of the brand. Keno is a brand of LOOM, which is better known as Louis Button S. A. The origin of the brand is in Paris, but now the […]

Everyone from countries to political parties to individuals in organisations is now encouraged to think of themselves as a brand, in which have seen the obvious success of the brand concept in past years (Geoffrey R. , 1997). Why the brand is significant? And what make the brands so attractive and successful? This article will explore the role of the brand and critically analyse the […]

Being graduated to the level, where marketing deciphers product in terms of a person and elevates its understanding from its mere features to personification, it is important to comprehend the difference between the product and brand. Like in case of product; the concern is about what the consumers perceive about the product considering the utility of the features. But, as per the fundamentals of branding […]

Brand is a valuable intangible asset of an entity. It takes a large p of time to build up a brand. Reliability and permanence of a brand depends directly upon goodwill and performance of an entity. There may be slight variations in its value in monetary terms but marketing tools such as advertisements and word-of-mouth publicity can help in regaining its status. There is no […]

Alissa Quart’s novel should have had a warning label on the front stating, “Would you like to know what’s really going on around you or just keep living your life. ” While reading this novel I felt like I was being led by Morpheus, showing me the world after ingesting the red pill. Quart explaining the different pressures that society forces on young teens was […]

The acceptance of products of foreign origin by Chinese consumers is with a genuine enthusiasm and due to various seasons: better quality, good reputation, greater diversity of choice, more attractive appearance, a feeling of liberty, new arrivals and so on. During the recent period everything that has a foreign name had to be of good quality, high price, and all those who consumed these products […]

As September ends, the presidential candidates are in the home stretch of the campaign. Ask our sitting president or nearly anyone else keeping an eye on electoral politics and they’ll tell you: mobilizing a community of volunteers is one of the most important things you can do to win an election. In 2008, the Obama for America campaign implemented a community organization model we dubbed […]

The art of storytelling is one of total universality. Stories transcend time, place and, ethnic origin and creed. Storytelling permeates all cultures, communities, and tribes. Stories carry meaning which are traditionally passed down in order for intrinsic cultural and fundamental values to survive. Likewise, most major corporations and businesses have discovered the power of stories as a branding tool. This paper aims to use Peak […]