Identity-Based Brand Equity Model A Conceptual Framework Essay

Identity-Based Brand Equity Model A Conceptual Framework - Essay Example The following paper aims to close this essential marketing research gap and presents a new integrated brand equity model based on the identity-based brand management approach. It explores the sources of brand equity from internal and external perspectives on behavioral and financial levels in order to achieve a higher level of brand equity measurement and management quality. Since the late 80's - with the rise of the value-based management philosophy - brand equity has developed as one of the key marketing concepts throughout management theory and practice (Srinivasan et al., 2005). The challenge of delivering comprehensible evidence of brand-based equity creation encouraged researchers to develop a wide range of different brand equity models. Today it can be assumed that more than 300 different models have been developed and implemented worldwide. (Amirkhizi, 2005) Majority of these models focuses on the consumer. (Aaker and Joachimsthaler, 2000) Supporters argue that the source of brand equity is based on the consumer's brand knowledge predominantly following an outside-in approach. (Keller, 2003) However, an integrated brand equity approach also reflecting on inside-out approach has yet not received any attention. Nevertheless, it would be highly relevant to also consider brand equity being already created inside the company, for instance through emp loyees. Not only do employees represent an important stakeholder group, but they also operate as the original source of brand equity. (Joachimsthaler, 2002; Jones, 2005) Such a brand equity model with an integrated brand equity definition implicates the following advantages: First, most established models are based on past information and they accordingly derived prognosis. Only the integration of an internal perspective enables an accurate assessment of the entire brand equity, since the employee's attachment to the company is captured. This useful information however is only accessible within the company. Employees are therefore capable of anticipating positive or negative tendencies of internal and external development at an earlier stage, which increases both timeliness and validity of brand equity measurement. Secondly, in majority of developed models, brand image represents the basis of evaluation. Unfortunately it cannot be directly controlled from the company's perspective. In this context, the expression of "brand image as a construct of acceptance" was defined. (Burmann and Meffert, 2005) Brand image results from decoding the brand-driven a nd interpreted signals. In contrast, brand identity represents a "concept of sender". (Kapferer, 1992b) It can be directly managed by the company. Thirdly, the consideration of brand potential and future brand options has received little attention in

Verview of the Bhopal, India disaster Research Paper - 1

Verview of the Bhopal, India disaster - Research Paper Example In December 1984, water with 42 tons of methyl isocyanate (MIC) gas entered into tank 610. This resulted into an exothermic reaction that raised the temperature to over and above 200 degrees. The rise in pressure caused the tank to release 30 metric tones of MIC into the ambiance in less than 60 minutes. The northwesterly wind blew the gas over Bhopal (Hanna, Morehouse, & Sarangi, 2005). The gravity of the situation had magnifying factors such as poor safety systems; some of which were off to save on money; the flare tire disconnected; the vent gas scrubber was out of caustic soda; the pressure valve was not working; mandatory refrigeration of MIC was incorrect. Union Carbide ignored recommendations given to them by an American team that had performed inspections on the plant in the year 1961. This inspection revealed 61 potential hazards, none of which Union carbide corrected (Born, 1996). The disaster hit catastrophic levels owing to the burgeoning of casual settlements around the plant. Further, there lacked disaster preparedness actions induced by the appropriate authorities (Hanna, Morehouse, & Sarangi, 2005). Inquiry into the incident further revealed that the plant used unapproved technologies in its productions. The morale of the employees of the firm was low, and attempts to cut down expenses led to poor environment. Most of the qualified work force left the company for better jobs leaving under qualified staff at the plant (Born, 1996). This coupled with lacked of skilled operators led to the occurrence of the Bhopal gas tragedy. Following this nasty incident, Union Carbide Corporation (UCC) tried so hard to shift liability to it subsidiary, Union Carbide India Limited (UCIL). The UCC claimed that UCIL was autonomous in its operations and as such were culpable (Fernando, 2009). They also tried to blame the incident on disgruntled employees and Sikh extremists whom they

Texts 2 Essay Example | Topics and Well Written Essays - 2250 words

Texts 2 - Essay Example The model somehow mixes the inner and outer sings as well as many disciplines which can be seen by explaining that sociology, psychology and economics are major disciplines whereas parks and recreation, agriculture and transport are not the fields of study but are included as major disciplines in the model. The model actually is a puzzle between major and minor disciplines (Tribe, 1999) Also, we can say that marketing and business represent themselves as a problem. Marketing in general is considered a business function, it uses principles and guidelines from sociology and psychology as well as uses some of the business principles. Marketing is studied as a sub major in business and also, law is included in the business studies. So we can include these two as sub majors in the major discipline of business. "techniques required in business studies are derivative partly from the disciplines that contribute to them and partly from the world of business practice." Henkel’s analysis clearly explains aforementioned theories and states that in an alternate form that the validation of a part of its knowledge is outside of its academy (tribe, 1999). Tourism and business studies are the two emerging fields of studies and both of these fields collide or cooperate with each other in one way or the other. Hence, Tribe forces on the fact that there needs to be a new formulation of re interpretation of the model presented by Ritchie and Jafari since we need to incorporate business and marketing in the their model.Accommodating all the disciplines and departments under one heading of tourism studies is rather confusing and very difficult. We can say that we now need to divide the field of tourism studies into multiple fields, at least two and one of these two fields can be called tourism business studies whereas rest are still to be identified or incorporated into other fields of tourism studies. A tourism business study is a field of study mainly inspired from business

John stuart mill (for history of psychology class) Essay

John stuart mill (for history of psychology class) - Essay Example He left Scotland four years later and went to London. James Stuart's London life has been divided into three periods: that of struggle - 1802-1819, the period of his most successful works - 1819- 1829 and the last one, from 1830 to his death, in 1836, when he both enjoyed fame and had been made Head Examiner in the India House. As to his inner life, some features are to be noticed: the negativist attitude towards religion, the strength of character, the critical and analytical spirit - "there is nothing which such a spirit will not analyze, nothing which it will not dare to comprehend" (Courtney, 1888, p.20), the rationality, lack of imagination and sympathy. Rationality and strength of character are to be seen both in his personal life, in his relationship with his children and friends, deprived of all emotion and feeling, and in his literary works. And it's according to the principles of pure logic that his son, John Stuart Mill was educated. We find an important amount of data concerning John Stuart Mill's life in his own autobiography. In the first chapter of his own book, before starting with the presentation of his childhood and early education, Mill states the reasons of his writing this work: "I do not for a moment imagine that any part of what I h... tory, it may be useful that there should be some record of an education which was unusual and remarkable, and which, whatever else it may have done, has proved how much more than is commonly supposed may be taught, and will taught, in those early years which, in the common modes of what is called instruction, are little better than wasted. It has also seemed to me that in an age of transition in opinions, there may be somewhat both of interest and of benefit in noting the successive phases of any mind which was always pressing forward, equally ready to learn and to unlearn either from its own thoughts or from those of others. But a motive which weighs more with me than either of these, is a desire to make acknowledgment of the debts which my intellectual and moral development owes to other persons; some of them of recognized eminence, others less known than they deserve to be, and the one to whom most of all is due, one whom the world had no opportunity of knowing." (Mill, 1944, p.1) As we can see, from the very beginning, John Stuart Mill states the influence that others had on his own development. From the following pages we find out, in the context of the presentation of his first years of life, who these others were. Born on the 20th of May, 1806, the English philosopher started learning Greek when he was three years old. In his book, this piece of information is presented as told by others, as he himself doesn't remember when he took his first Greek class. He reads Greek masterpieces: Herodotus, Socrates, Diogenes Laertius and Plato's writings and, when he is eight years old, he starts learning Latin. It's also during his early childhood that he learns arithmetic but most of his time is occupied with the reading of books - mostly history books. The child makes

The Life of Women and Minorities in the Old West Assignment

The Life of Women and Minorities in the Old West - Assignment Example The assignment "The Life of Women and Minorities in the Old West" analyzes the life of women and minorities in the Old West. The Chinese left their homelands and came in big numbers. They faced hardships, discrimination, but fought back to set right unjust laws. They labored and contributed in the building of the Unites States, especially California in a big way. The Hispanics figure intrinsically in almost every segment of America’s activity be it political, military, economy, social or sports. The Hispanics have worked for America, fought wars for America and even played for America. The Native Americans were the original settlers in America. They were fierce, warlike tribes and held no fascination for the white invaders who came in droves with devastating weapons. There were conflicts in which the brave natives were massacred. Most of them live in their own colonies even now. The Wild West conjures up images of large ranches in rolling, pristine landscapes with cowboys moun ted on horses galloping around without a care in the world. It also makes one think of men facing each other gun in hand, ready to shoot it out. Lawlessness is another aspect that got blown out of proportion. Although some of these aspects might have existed, they were not allowed to continue unobtrusively. Judges, sheriffs, and marshals were duly dispatched to usher in law and order. The nation of America has grown due to the heroic efforts of its citizens. There are others who died to face harsh conditions in the Gold Rush.

Fifties & Advertisements Essay Example | Topics and Well Written Essays - 1750 words - 1

Fifties & Advertisements - Essay Example In the US, these advertisements were very much against the USSR and were bent on expressing opinions against the communism. During the post-World War II era, these advertisements gained much popularity and support from the masses. The government authorities were also eager to support these advertisements even if they portrayed inaccurate details about USSR and communism. This paper shall further explain and provide support to the idea that these advertisements increased the tension between the US and the USSR. This paper is being conceptualized in order to establish a scholarly and academic discussion of the thesis and the subject matter. The thesis of this paper is: that the 1950s Cold War Advertisements were used as propaganda by the US to sell the war to the American people. The 1950s Cold War advertisements depicted scenes and images which were very much anti-USSR and anti-communism. Three reasons why this thesis is true are based on the following explanations: 1. these images were supported by the US government even if they were inaccurate depictions of USSR and of communism; 2. these advertisements focused on gaining support for the Cold War; and 3. these images nurtured the image of the USSR and communism as evil and threats to American democracy and world peace. The Cold War advertisements were used by the US to sell the war to the American people. The advertisements which were posted during the Cold War period had the backing of the US government. The US government used advertisements in order to fuel further the feelings against communism and the USSR. An ad from Scot Tissue Towels reads: â€Å"Is your washroom breeding Bolsheviks?† and another advertisement for â€Å"truth dollars† reads: â€Å"Sure I want to fight communism—but how? With truth dollars—that’s how! The ad goes on to say that the truth dollars â€Å"fight communism in its own backyard –

Supply and Demand,Elasticity, Production and Cost,Competition, Case Study

Supply and Demand,Elasticity, Production and Cost,Competition, Monopoly, Monopolistic Competition, Oligopoly, and Game Theory - Case Study Example This will make the suppliers hoard the goods in anticipation for higher prices hence decrease in supply. Consequently, customers will demand more and eventually lead to further increase in prices. c). total revenue = price *quantity. When P=$10, the total revenue is 10*500=$5000. When price increases to $20, total revenue is P*Q= 20*300=$6000. This shows that the increase in price by $10 increase total revenue by ($6000-$5000). This is an increase of $1000 revenue. 6.0 When the demand for labor is inelastic, the rate of unemployment increases. For example, if labor demanded is 300 and skilled workers are 600, 300 people will remain unemployed. As more people gains skills, demand does not change hence more people remain jobless. d) The optimal number of workers to be hired is five. Marginal cost of any additional worker should not exceed his/her marginal revenue. Hiring sixth person will cost more than the revenue he or she can generate. 10. For the business to continue its operation, it should be able to break even. At this point, total revenue (TR) = total cost (TC). However, at break even the business should be able to cover all its variable cost from the revenue. For 3 months, revenue is $4000, while variable cost is ($12000-$6000) = $6000. Therefore, it should close down since it is not able to generate enough revenue to cover fixed