Family Branding Or Umbrella Branding Marketing Essay

Family Branding Or Umbrella Branding Marketing Essay In this paper we have a short overview on the concept of brand, branding, retail brand, their definitions, classifications, branding strategy, brand positioning, brand integration etc. Here in this report we try to collect information from published books, journals, magazine and various reliable secondary sources. In the later part we will analyze the influence of branding in the retail business. The next part of this report focuses on issues for branding retail, especially the apparel industry. There are several definitions of brand: The main thing of brand are that it is not just only a mixture of design, name, symbol or other features it also distinguish it from the other product and services of the competitors. (Dibb1997) A Brand is: name, term, sign, symbol, design, or combination of these intended to identify the good or service, and differentiate them from those of competitors. (Jennifer Rowley 1997, pp. 244-250) Clyde C. Tuggle, Senior Vice President, Worldwide Public Affairs Communications, Coca-Cola says A brand is a distinguishing name or symbol intended to identify goods or services of a seller and to differentiate those goods or services from competitors. Sicco van Gelder says: (1) Sometimes products and services become so similar that it becomes hard for the customer to distinguish them according to their quality, efficacy, reliability, assurance and care. Brands help the customer to identify these qualities and add emotion and trust to the product and services. (2) This emotion and trust help the organization to build a good relationship with the customers and make them loyal to their products and services. (3) Sometimes brand creates aspiration to the lifestyle and transfer these onto the lifestyle of the consumers. (4) Branded lifestyle has an effect on the other product or service category of that brand which allow marketers for vertical integration and save the troubles and costs of developing new brand. (5) The combination of lifestyle, emotions, relationship, and values allows the marketers to charge a higher price than the other non-branded product or services. Characteristics of brand name A good brand name must be short, sweet and easy to pronounce and remember. It should suggest something about the products benefits and quality. Unique within the industry. Do not used by any other and legally defensible. Good alliteration, especially if a longer name. Does not lend itself to abbreviations. Flexible and expandable. The name should translate easily into foreign languages. Should not age quickly. Fits within companys brand portfolio. Classification of Brand Individual product branding In this branding approach the marketer try to introduce a product by assigning new names and that has not any connection with the existing brand of the company. In this approach the marketer have to try hard to establish the brand in the market place. Family branding or umbrella branding In this approach a new product is placed under existing brand of the organization. The major advantage of using this approach is to use the image of the organization and expand the product rapidly in the marketplace and gain market share. Product branding Sometime suppliers produce products for other companies and also place another companys brand name onto their product this is product branding. Co-branding In this branding approach two different companys brand name are used on same product. No brand or generic branding Sometime suppliers produce their product without any brand name, generally for basic commodity products. Branding licensing In this branding approach one company allows others to produce and supply products carrying the brand name through a contractual arrangement. Advantages of Branding Through a brand name consumer can easily recognize the product and also have an idea what will be the product. As for example: in the radio advertisement consumer will hear the sound and recognize the product. Consumers who frequently purchase product of a particular brand become brand loyal which is the ultimate goal of marketer. Sometime customers want to purchase branded product, brand names make it easier for the customers to identify the appropriate the actual product. Brand name also help in positioning the product to the market, and gain a market share, sometime it also helps to gain competitive advantage for the product. Firms that successfully establish a brand in the marketplace it also help them for launching a new product to the market by declaring it as a family brand. Sometime firm can also use its corporate image in marketing a product. Brand Positioning According to Philip Kotler and Gary Armstrong, 2005, Marketers need to position their brands clearly in target customers minds. They can position brands any of three levels. At the lowest level they can position the brand on product attributesà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦. Attributes are the least desirable level for brand positioning. à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. a brand can be better positioned by associating its name with a desirable benefit. à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. the strongest brands go beyond attribute or benefit positioning. They are positioned on strong beliefs and values. Brand Equity According to Kotler and Armstrong, 2005, Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or service. For determining the brand equity company has to find the brand valuation of the organization that means how much customers are paying more for the brand. Brand development Strategies While a company will think about brand development four types of situation can be arise. The situations are shown in the figure below: Product Category Existing New Line extension Brand extension Multibrands New brandsExisting Brand Name New Source: Kotler, Philip Armstrong, Gary, 2005, Principles of Marketing, Prentice-Hall of India Pvt. Ltd., 11th edition, New Delhi, India. Figure: Brand Development Strategies. Line Extension: According to Kotler and Armstrong, 2005, Line extension occur when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. Line extension can be use for existing brand names extended to new forms, sizes, and flavors of an existing product category. Brand Extensions: According to Kotler and Armstrong, 2005, A brand extension involves the use of a successful brand name to launch new or modified products in a new category. This strategy may be used on existing brand names extended to new product categories. Multibrands: According to Kotler and Armstrong, 2005, Companies often introduces additional brands in the same categoryà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦. Multibranding offers a way to establish different features and appeal to different buying motives. It also allows a company to lock up more reseller shelf space. This strategy may be used in case of company want to new brand name in the existing product category. New Brands: According to Kotler and Armstrong, 2005, A company might believe that the power of its existing brand name is waning and new brand name is needed. Or a company may create a new brand name when it enters a new product category for which none of the companys current brand names is appropriate. This strategy may be used in case of company want to new brand name in the new product category. UNDERSTANDING RETAIL BRANDING As per our above discussion it is clear that brand is the most valuable intangible asset to the organization and also the matter of most priority of the top management. As brand is highly competitive in nature and for its advantages it becomes very much important towards the retail industry for attracting and influencing the customers decision and build loyalty. In this paper I tried to integrate branding with retail business and also try to find out the strategy for managing a retail brand. RETAILERS AS BRANDS Though many important principles go with the retailer brand but they are different form product brands and actual application of principles may be varied. Retailers brand is much sensitive and it builds on the rich customer experiences, their impact and equity. Retailers may also create their brand images on many ways such, delivering quality service, uniqueness on association, pricing, credit policy, product assortment, merchandising etc. The image of retailers brand depends on the images and equity of manufacturer because these help to gain customer interest, patronage, loyalty of the customers. Manufacturer brands operate almost as ingredient brands that yield significant consumer pull, often more than the retailer brand does. THE DIMENSIONS OF RETAILER IMAGE Retail image depends on: access in-store atmosphere price promotion cross-category product/service assortment Within-category brand/item assortment. Access For customer, convenient location is a basic criterion in their store choice decisions. Beginning with gravity models (e.g., Huff 1964) store choice and the optimization of retail site location attracted a lot of research attention in the eighties (e.g., Achabal, Gorr, and Mahajan 1982; Ghosh and Craig 1983; Donthu and Rust 1989). Store Atmosphere Mehrabian and Russell (1974) note that the response that atmosphere elicits from consumers varies along three main dimensions of pleasantness, arousal, and dominance. This response, in turn, influences behaviour, with greater likelihood of purchase in more pleasant settings and in settings of intermediate arousal level. Different elements of a retailers in-store environment, e.g., color, music, and crowding, can influence consumers perceptions of a stores atmosphere, (Bellizzi, Crowley, and Henderson 1983; Milliman 1982; Eroglu and Machleit 1990; Grewal et al. 2003). Price and Promotion Price represents the monetary expenditure that the consumer must incur in order to make a purchase. From the vast literature on pricing, we highlight three areas that are of direct relevance to consumers image and choice of retailers. Store price perceptions: A retailers price image should be influenced by attributes like average level of prices, how much variation there is in prices over time, the frequency and depth of promotions, and whether the retailer positions itself as EDLP or HILO. Retailer pricing format: A retailers price format, which is on a continuum between EDLP (Every Day Low Price) and HILO (High-Low Promotional Pricing), also influences consumers store choice and shopping behaviour. Bell and Lattin (1998) show that large basket shoppers prefer EDLP stores whereas small basket shoppers prefer HILO stores. Price promotion induced store switching: The third research area studies whether retailer price promotions result in store switching by consumers. Bucklin and Lattin (1992) show that retail promotions in any one category do not directly influence a consumers store choice decision, but they indirectly affect where the category is purchased .Because the longer consumers stay in a store, the more likely they are to notice promotions and buy more than planned during the shopping trip. Cross-Category Assortment The branding literature, however, suggests some potential pitfalls of broad assortments, apart from the rather obvious downside that increasing assortment breadth brings with it significantly higher costs for the retailer. Inman, Shankar, and Ferraro (2004) show that certain types of product categories have signature associations with specific channels, e.g., supermarkets with food, drug channel with medications and health products, and mass merchandisers with household items. But, research has shown that a brand that is seen as prototypical of a product category can be difficult to extend outside the category (Farquhar and Herr 1993.). Within-Category Assortment Consumers perceptions of the depth of a retailers assortment within a product category are an important dimension of store image and a key driver of store choice. As the perceived assortment of brands, flavors, and sizes increases, variety seeking consumers will perceive greater utility (McAlister and Pessemier 1982; Kahn and Wansink 2004). Kahn and Wansink (2004) shows that the organization and symmetry of an assortment moderate the impact of actual assortment variety on perceived variety and consumption, with organized and asymmetric assortments having a more positive effect. BRAND ASSORTMENT One specific aspect of the retailers assortment strategy, brand assortment, has become particularly important in the last decade as a tool for retailers to influence their image and develop their own brand name. One motivation for offering private labels is the higher percent margins that they provide to retailers (Hoch and Banerji 1993); another is the negotiating leverage they provide over manufacturers (Narasimhan and Wilcox 1998); and a third is the implicit assumption that providing a private label brand engenders loyalty to the retailer (Steenkamp and Dekimpe 1997). OVERVIEW This literature highlights the brand and branding concepts. Significant studies were gone through to gather abundant information on branding and brand. Writer reviews different secondary sources such as journals, online materials and discusses with the giant brand personalities of different local and international brand. The literature review focuses areas of defining brand, types of brand, brand positioning, brand equity and giving emphasize on retail branding. It also reflects ideas of different brand strategies. It clearly depicts the difference between product and retail brand. This literature discusses different retailers dimension that has impact on brand positioning and as well as strategies. It also suggests some strategies for the retailer to establish brands and enhance image of retailing.

Is Frankenstein a reality? Essay -- Technology Society

Mary Shelley’s 1818 book, Frankenstein, started a popular trend with authors and movie screen writers of science fiction and horror. For over a century now, movies have been produced replicating the Frankenstein novel and the mysteries revolving around creating life from scratch. Numerous films show humans creating creatures or monsters, with good intentions, only for something to go wrong and the creation creates havoc on everyone involved. Viewers will find every variation of creation from cloning to mixing chemicals. In Frankenstein body parts were stitched together like patchwork creating an odd monstrous looking figure. The moral of the movie gives the viewer the impression that we should never play god. Otherwise, we will need to seek out and destroy what we created, just as Victor Frankenstein wanted to do. However, these movies are actually becoming a reality to a certain extent. Is it possible that the Frankenstein myth may actually become a reality in the near futur e? Scientist and doctors have been hard at work for many years to make this fiction a reality. When Frankenstein, was made into a movie in 1931, a memorable scene from it became the dark and gloomy night Victors creation came to life. The violent thunder and lightning had the audience predicting an intense moment was about to occur. Victor’s dead corpse was raised to an opening at the top of the ceiling where a magnificent display of light is shown jolting the machines connected to his creation. After the corpse was completely descended back into the laboratory, Victor notices a slight movement of the corpse’s stitched on hand. He shouts â€Å"Look! It’s moving. It’s alive! It’s alive! Oh in the name of God. Now I know what it feels like to be God.† Soon after,... ...tp://www.huffingtonpost.com/david-ropeik/scientists-bring-back-art_b_583876.html> . Sato, Rebecca. â€Å"Playing God† Scientists in Final Stage of Creating man-made Life.† Daily Galaxy. The Great Discoveries Channel. 21 June 2007. Web. 5 Dec. 2010 . Sato, Rebecca, and Casey Kazan. â€Å"The Ilulissat Manifesto-Creating Artificial Life.† The Daily Galaxy. The Great Discoveries Channel, 12 Mar. 2008. Web. 5 Dec. 2010. . Shelley, Mary, Frankenstein. Romantic Circles. University of Maryland. Stuart Curran. Web. 7 Nov 2010 . Tigges, Sabina. â€Å"Clint Hallam: Guinea Pig Takes the Reins.† Guinea Pig Zero. 29 Dec. 2005. Web. 5 Dec. 2010 .

Case Study Formal And Informal Assessments Education Essay

Formal and informal appraisals are two specific processs that instructors use to measure and rate their pupils. â€Å" Both formal and informal formative appraisals involve assemblage, interpretation, and moving on information † ( Ruiz-Primo & A ; Furtak,2004, p. 4 ) . Formal appraisals are standardised tests used by a province to reflect on peculiar class degree to mensurate a pupil ‘s academic abilities. These tests are administered in the same manner every clip with a clip limitation and instructions to how the test should be graded. In contrast, informal appraisals are exams or activities designed to specially reexamine or prove pupil ‘s cognition on a certain academic topic taught by their instructor. I will be discoursing the advantage and disadvantage for two different signifiers of formal appraisal and four types of informal appraisals methods. The two formal appraisals are norm-referenced and criterion-referenced. â€Å" Norm-referenced are standardised trials and are linked to bury single differences † ( Gargiulo, 2008, p.65 ) . This trial compares the pupil ‘s accomplishment to other pupils in the similar age group. Statistical method is used to find how the pupil did. For illustration foremost grade pupils were tested and the result is used in a statistical method. You would be able to see how each pupil ranked. For illustration, Jon scored at the fiftieth percentile among his category. There are advantages and disadvantages in utilizing norm referenced proving. One advantage to this method is it can find whether a pupil may necessitate particular services. For illustration, if the pupil scores less than standard norm for reading, they will have particular services to help them in this topic. Another advantage to this method is it allows parents to see how their kid ‘s academic consequences are compared to their equals. For illustration, Julie performs at 86 percentile in her category. This means that Julie performed better than 86 % from her schoolmates. As there are advantages, there are disadvantages. One disadvantage to this method is it consists of wide academic information and may non dwell of current schoolroom content. Another disadvantage is it does non to the full capture a pupil ‘s academic abilities on job resolution, determination devising, societal accomplishments, nor their ability elaborate on certain subject. In contrast, â€Å" Criterion-referenced trials are associated with intra single differences and can supply informations that is utile for instructional planning † ( Gargiulo, 2008, p.66 ) . For illustration, a math job is given to a pupil to see if the pupil is able to add two digit Numberss. The result is purely based on whether the pupil did or did non reply the job right. The first advantage to this trial is it can compare a pupils ‘ single public presentation from their old 1. For illustration, April ‘s current trial indicated her reading accomplishments have improved from last one-fourth. April ‘s consequences are non compared to how good she did among her schoolmates alternatively it compares to her single advancement. Another advantage to this trial it can help a instructor to calculate out each pupil ‘s academic strengths and failing. A instructor can steer and delegate extra aid in the countries where pupils need betterment. The ruin to this m ethod is it can non compare student academic public presentation to other schools or territories. For illustration, a instructor will non be able to compare her pupil ‘s success to other categories nor to other schools. Another disadvantage is making a valid test for pupils. Planing an test needs to run into specific criterions plus it ‘s clip devouring for instructors to work around their day-to-day duties. The followers are the four types of informal appraisals that can be used in a schoolroom which are an essay test, a schoolroom game, walk around method, and a multiple pick test. The first informal appraisal is an essay test. Essay tests are inquiries based on a certain lesson or subject where a pupil needs to supply a written reply. Depending on the test instructions pupils may merely necessitate to compose a twosome of paragraphs or several pages in length. The following are two advantages in utilizing an essay test to prove pupils. First, pupils have the chance to show their ideas and show their degree of comprehension on a certain inquiry. The 2nd advantage, pupils begin to build and analyse how to reply each inquiry. For illustration, the direction on the essay says to delight explicate the difference between a mammal and an amphibious. The pupil foremost needs to analyse the differences between the two species and so concept illustrations to lucubrate on the inquiry. An issue does stand for itself ; this type of method is clip devouring for both the pupil and instructor. The pupils need plentifulness of clip to reply and compose an essay and the instruc tor needs clip to measure and rate each paper. The 2nd disadvantage, instructors must be cognizant of their prejudices when composing a inquiry where pupils need to hold or differ on a certain subject. This disadvantage may acquire in the manner of rating documents accurately. A instructor needs to be cognizant of their prejudice and establish their scaling on the pupils response non if they agree or disagree with their pupil. Another informal manner to measure a pupil ‘s advancement is a schoolroom game. A Classroom game creates an chance for pupils to use their cognition and encourages them to larn. For illustration, the category is divided into four groups to play a game of Jeopardy. The game of Jeopardy consists of inquiries on a certain academic topic. An advantage to this method is it promotes concerted acquisition. Students are larning how to interact, collaborate, and work together with their equals to reply inquiries. Working together provides positive supports for pupils to develop societal accomplishments and trust among their squad members. Another advantage it motivates pupils to use their ain cognition and retain new information as they play the game. A game will maintain pupils watchful and encourages engagement which will take to larning. Since pupils are divided into groups non every pupil is take parting or join forcesing on every inquiry and this is downfall to this method. Even th ough each pupil has an chance to reply a inquiry, the group is judged as a whole non the single cognition to every inquiry but the 1s they answer. Another disadvantage to this method does non supply plenty feedback to a instructor to find which pupils needs extra aid in groking the current topic. The 3rd informal appraisal is the walk-around. This appraisal requires the instructor to interact with each pupil as they work together as a group or separately. The instructor is actively observant and helping pupils to remain on undertaking. The advantage to this method it allows the instructor to interact with pupils separately or as a group to reply any concerns or help them in understanding their assignment. The 2nd advantage is the 1 on one conference. â€Å" The instructor uses the 1 on one conference to speak to the pupils for five or ten proceedingss. This conference offers attending, and extra aid in instructions for pupils † ( Cole,1999, p.4 ) . This type of interaction physiques trust and improves the communicating between instructor and pupil. A downside to walk around appraisal is giving each pupil or groups the same sum of clip to reply inquiries or concerns. Since every pupil or groups have different inquiries, some may necessitate extra aid than others. This m ay do some behavior issues or detain some pupils in finishing their assignment. Another issue is doing certain every pupil understands the stuff or lending their work to their group. The instructor needs to give every pupil an chance to speak and show they understand the assignment. Last, the multiple-choice trial is another appraisal used in a schoolroom. Multiple pick trials consist of inquiries and a list of possible replies for each inquiry. An upside to this method pupils begin to entree their cognition and use it to every inquiry by extinguishing deceptive picks. This method is besides an advantage for instructors every bit good. The scaling is less clip devouring than other methods and easier to contract down where the pupils are holding troubles. A disadvantage for pupils is it may do them some confusion or defeat when the tests are ill written. Poor written exams consist of slippery options to take from, for case holding two possible replies. The 2nd disadvantage for pupils is non being able to understand a inquiry. This may take the pupils to think on replies they are non able to grok due to reading troubles or a hapless written test. This may take to inappropriate mark on the pupil ‘s advancement or cognition. In decision, both formal and informal appraisals consist of advantages and disadvantages that a instructor should see and understand before administering these appraisals. Appraisals are necessary to nail pupil ‘s academic strengths and failings. This allows a instructor to supply extra aid to pupils that are fighting. Without appraisals instructors will non be able to properly evaluate and assist pupils.

Spanish Comparisons of Inequality

Not only is it possible to describe someone as happy, it is also possible to describe that happiness in various degrees — happier, happier than someone, happiest, as happy as someone. In this lesson, we learn how to express the first two of those alternatives. In English, we usually can make an adjective stronger by adding -er to the end (such as in happier, stronger and faster) or by using it with the word more (as in more considerate and more intense). In Spanish, there is no direct equivalent of -er; adjectives are made more intense by preceding them with mà ¡s. For example: Marà ­a està ¡ mà ¡s feliz. Marà ­a is happier.El cielo de Cuba es mà ¡s azul. Cubas sky is bluer.Mis padres son mà ¡s ricos. My parents are richer.Compro unos libros mà ¡s caros. I am buying some more expensive books. Usually que is used when making a comparison: Mi coche es mà ¡s grande que tu coche. My car is bigger than your car.Soy mà ¡s alto que tà º. Im taller than you.La casa es mà ¡s blanca que la nieve. The house is whiter than the snow. To indicate less rather than more, use menos rather than mà ¡s: Marà ­a està ¡ menos feliz. Marà ­a is less happy.El cielo de Chile es menos azul. Chiles sky is less blue.La casa es menos blanca que la nieve. The house is less white than the snow. Mà ¡s and menos can be used with adverbs in the same way: Corres mà ¡s rà ¡pido que yo. You run faster than I.Silvia habla menos claro que Ana. Silvia speaks less clearly than Ana. Note that in the above examples, in English it would be very common to add a form of to do at the end of the comparison, such as You run faster than I do and Silvia speaks less clearly than Ana does. However, the do or does should not be translated to Spanish. There are a few words, all very common, that have their own comparative forms: The comparative form of bueno (good) and its forms (buena, buenos and buenas) is mejor or mejores, translated as better. Example: Eres mejor hombre que yo. You are a better man than I.The comparative form of bien (well) is also mejor, again translated as better. Example: Ella estudia mejor que tà º. She studies better than you.The comparative form of malo (bad) and its forms (mala, malos and malas) is peor or peores, translated as worse. Example: Los remedios son peores que la enfermedad. The cures are worse than the illness.The comparative form of mal (badly) is also peor, again translated as worse. Example: Se siente peor que yo. He feels worse than I do. Additionally, although mà ¡s pequeà ±o and mà ¡s grande are often used for smaller and bigger, respectively, menor and mayor are sometimes used. Mayor also is used to mean older when referring to people. Note: Do not confuse comparisons of adjectives or adverbs with more than and less than in the following examples. Note that mà ¡s de and menos de are used when referring to numbers. Tengo mà ¡s de 30 pesos. I have more than 30 pesos.Mi hijo tiene menos de 20 aà ±os. My son is less than 20 years old.