Creativity in organization
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International Branding
Local conventions determine consumers' perceptions of brands entering foreign markets. There are three types of conventions that influence perceptions: category conventions, needs conventions, and cultural conventions. Needs conventions relate to how personal needs are satisfied differently across societies, like fulfilling security needs through road safety features in some countries but not others. Cultural conventions involve shared beliefs, values, and symbols in a society, like perceptions of brands based on their country of origin. Understanding local conventions is important for international branding strategies, to decide whether to adapt a brand or challenge conventions by offering new experiences.
Franchising
This document provides information about Subway franchises and the Subway brand in India. It begins by defining what a franchise is and explaining that franchising is a business model where a company allows independent operators to use its name and distribute its products. It then provides contact details for Subway Systems India and notes that Subway is committed to making a positive impact. It concludes by detailing Subway's growth in India since opening its first restaurant in 2001, with over 330 locations now, and that while a global brand, Subway in India focuses on local food traditions and preferences by serving no beef or pork and offering many vegetarian options.
Business Plan
A business plan outlines an organization's goals, reasons for believing those goals are attainable, and how they will achieve those goals. It may also provide background on the organization. Business plans can target changes in perception and branding. For major changes or new ventures, a 3 to 5 year plan is required as investors expect returns within that timeframe.
Brands go global
The document discusses strategies for global branding. It notes that companies pursue global branding to benefit from economies of scale, reduce costs, diversify risk, and follow globally mobile customers. An effective strategy is to think globally but act locally - having standardized branding elements but customizing marketing programs for each local market. Companies must balance standardization across markets with customization for local differences in consumers, regulations, and business practices. There are different approaches such as progressively expanding a strategy across countries, simultaneously launching in multiple countries, or unifying existing local brands under one name. Overall, global branding requires understanding differences between markets, establishing infrastructure for coordination, and balancing global versus local control.
Dagmar Approach
DAGMAR is an advertising model proposed in 1961 consisting of 4 steps: Awareness, Comprehension, Conviction, and Action (ACCA). It aims to map the states of mind a consumer passes through when purchasing a product. Key parts are defining the target audience and advertising objectives. The model suggests advertising must first increase awareness, then comprehension through information about the product. It should establish conviction by creating interest and preference. Finally, it should encourage action and actual purchase.
WTO
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Weighted Average Cost Of Capital
The weighted average cost of capital (WACC) is the rate a company must pay its various security holders to finance its assets. WACC takes into account the different expected rates of return for a company's different sources of financing like equity, preferred equity, debt, etc. weighted by their respective proportions. The formula for WACC is the cost of equity multiplied by the proportion of equity plus the cost of preferred shares multiplied by the proportion of preferred shares plus the after-tax cost of debt multiplied by the proportion of debt.
Recommended
The Future of Arts and Business Collaboration
Tom Tresser presented on the future of arts and business collaboration at the TedxMich Avenue event on May 8, 2011. The entire event was devoted to investigating the future of the arts in America. http://www.tresser.com
International Branding
Local conventions determine consumers' perceptions of brands entering foreign markets. There are three types of conventions that influence perceptions: category conventions, needs conventions, and cultural conventions. Needs conventions relate to how personal needs are satisfied differently across societies, like fulfilling security needs through road safety features in some countries but not others. Cultural conventions involve shared beliefs, values, and symbols in a society, like perceptions of brands based on their country of origin. Understanding local conventions is important for international branding strategies, to decide whether to adapt a brand or challenge conventions by offering new experiences.
Franchising
This document provides information about Subway franchises and the Subway brand in India. It begins by defining what a franchise is and explaining that franchising is a business model where a company allows independent operators to use its name and distribute its products. It then provides contact details for Subway Systems India and notes that Subway is committed to making a positive impact. It concludes by detailing Subway's growth in India since opening its first restaurant in 2001, with over 330 locations now, and that while a global brand, Subway in India focuses on local food traditions and preferences by serving no beef or pork and offering many vegetarian options.
Business Plan
A business plan outlines an organization's goals, reasons for believing those goals are attainable, and how they will achieve those goals. It may also provide background on the organization. Business plans can target changes in perception and branding. For major changes or new ventures, a 3 to 5 year plan is required as investors expect returns within that timeframe.
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Dagmar Approach
DAGMAR is an advertising model proposed in 1961 consisting of 4 steps: Awareness, Comprehension, Conviction, and Action (ACCA). It aims to map the states of mind a consumer passes through when purchasing a product. Key parts are defining the target audience and advertising objectives. The model suggests advertising must first increase awareness, then comprehension through information about the product. It should establish conviction by creating interest and preference. Finally, it should encourage action and actual purchase.
WTO
The World Trade Organization (WTO) is an international organization that oversees and liberalizes global trade. It was established on January 1, 1995 under the Marrakech Agreement, replacing the General Agreement on Tariffs and Trade (GATT) formed in 1948. The WTO has 164 member countries and provides a framework for negotiating trade agreements as well as resolving disputes among members.
Weighted Average Cost Of Capital
The weighted average cost of capital (WACC) is the rate a company must pay its various security holders to finance its assets. WACC takes into account the different expected rates of return for a company's different sources of financing like equity, preferred equity, debt, etc. weighted by their respective proportions. The formula for WACC is the cost of equity multiplied by the proportion of equity plus the cost of preferred shares multiplied by the proportion of preferred shares plus the after-tax cost of debt multiplied by the proportion of debt.
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