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Learning Activity #1: Well-Known Brands Your textbook describes a brand as some feature (e.g., a name, design, symbol, letter, or sound) that uniquely identifies an organization's product or service. Brands often involve some type of intellectual property such as registered trademarks. A brand provides an image that consumers can relate to and there are many that are immediately recognizable to people around the world. 1) Take a minute and describe what you predict are the top 5 most valuable brands in the world are and rank them 1-5. How well did you do at guessing the most valuable brands? How many of these brands do you have personal experience with and is it generally positive? Notice the types of firms that are at the top of the list. You probably have heard of all of the ones listed in the top 10 and most of the others in the top 100. Some brands that were once powerful ones have ceased to exist. For instance, Pan Am and TWA were absorbed by other airlines and catalog retail pioneer Montgomery Ward went out of business (a different catalog retail firm bought the intellectual property rights associated with the name a few years later but ended up being acquired by another company shortly afterward). Can you think of any brands that were once strong that have now fallen on hard times or may not even exist in the near future? 2) Choose one of the brands from the bottom of the Forbes list (i.e., the ones ranked from 60 -100) and tell us more about the brand and how it developed over time to become as well-known as it is (look through some of the other students' postings first and try to choose a different organization if possible). Use concepts from the text when you describe what exactly the brand is, what the organization's branding strategies appear to be, how the brand may have evolved, and so on along with the behavioral targeting the organization most likely does and your personal impression of the brand is if you have experience with it. Learning Activity #2: Building a Brand and Behavioral Targeting Over the last few learning activities you explored an organization that you might like to start (some of you are already involved in creating a real startup venture). 1) Discuss how you might build a brand or perhaps multiple brands for your proposed organization and describe the behavioral targeting that would be most relevant for it, particularly any such activities that might be related to using the internet using concepts mentioned in the textbook. 2) Many profit and nonprofit organizations try to develop a brand and use advertising to promote it. For example, some would suggest that the Army's "Be all that you can be," "Army strong," and "an Army of One" have been part of this effort and the slogan "The Few, the Proud, the Marines" won a place on Madison Avenue's Advertising Walk of Fame a few years ago. Have you worked for an organization with a particular brand image (if you haven't, you can describe the experience of a friend or family member)? How well did the organization build the brandand was the image that it portrayed an accurate and effective one?
Explain Site Stickiness and What can be done by small businesses new to the Web to increase site stickiness
A customer service center has customers call with questions about the use of a product. what is the mean utilization percentage of the call center employee answering the phones (the server in this system)
Outline the major influences on business buyers. Why is it important for the business-to-business buyer to understand these major influences?
How is the value of a company judged? What criteria is used to determine if the use of technology is successful? Include personal opinions as well.
An overview of your organisation, why and how they use social media to involve their publics and manage their corporate reputation.
1q. how do your personal ethical values and principles drive your reaction?2q. what are the implications to stakeholder
green river clothing company case study channel structure and members.read the case study green river clothing company
Describe E-marketing and B2C and B2C pattern e-marketing processes that entail exchanges between business/organization customers
read the required article ldquotns survey shows u.s. consumers less likely to consider purchasing japanese or korean
What is marketing? Why is important? Review the Readings. Consider how marketing strategies and orientation might contribute to or reduce an organisation's profitability. What strategies do the Readings suggest for aligning business and marketing ..
we are living in times of immense change. one of the essential tasks of an organizationrsquos leadership is to lead
Explain Annual Rates of Return and Furniture loans plus other secured loans may not exceed the automobile loans
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