Sunshine

Sunshine
1. Why did Haworth decide to build green?
The previous workspace served Haworth well for nearly 30 years was located in a typical dull, gray
brick building with few windows that, while functional, could hardly be described as inspirational.
The work place they currently had didn't evolve with company's objectives, culture, collaboration,
work styles, and product offerings. The facility was built prior to two significant product–line
acquisitions so One Haworth Center (OHC) didn't effectively showcase the products for clients. The
workspace building lacked natural light, adequate meeting spaces for collaborative teams,
adaptability to changing business needs, and alignment with sustainability goals. Dark, uninspiring
interiors did not ... Show more content on Helpwriting.net ...
Roof provided natural habitat for birds.
b) Choose atleast five of the environmental activities from 3a and indicate how Haworth could
measure the success of its efforts. Be specific as possible.
Less waste: Workspaces typically need to accommodate change every two years. Renovating with
conventional construction involves tearing down drywall, pulling up carpet, and cutting and
removing cables and electrical wiring – all of which can end up in a landfill of waste. But the
moveable walls constructed at OHC allowed the use of continuous floor and ceiling planes
dramatically reducing construction waste on–site at the start of the project.
Recycling: Efforts were made to make minimum waste but whatever waste was accumulated was
recycled and used again in the construction of new building. Glass from the old structure was
ground up and mixed with concrete dust from production to form concrete blocks used in the new
construction. Over 321 tons of steel and 12.5 tons of other metals were recycled. Products are made
with as much recycled material as is possible.
Less energy consumption: Lighting and cooling consume almost half the energy in an average
office. Haworth's building had all glass walls allowing maximum daylight to reach every employee
reducing the use of light usage during the day time. Plantings on the roof reduce surface
temperatures keeping the floor underneath cooler which as a result reduce the use
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Your Future With Brand Building
INTRODUCTION
Brand Building and Management is when a consumable item is being marketed or sold to a
consumer or retailer. Building is known as creating, constructing, developing something, being it a
house, a car, a product, possibly even a person (Justin Bieber for example), and also including, a
brand. Developing the brand to grow larger, grow stronger, increase the demographic variety to
use/consume the brand, to increase and better the brand all together. Management– this is where the
"w" questions will be asked; "Who?" will be managing your brand, "why?" would you let this
person manage your brand, and so on.
Brand Building is defined by QFinance 2009 as: "the establishment and improvement of a brand's
identity, including giving the brand a set of values that the consumer wants, recognizes, identifies
with, and trusts. Values developed in the process of brand building include psychological, physical,
and functional properties that consumers desire and should always identify a property that is unique
to that brand."
Management is defined by Brevis, Cronje, Smit and Vrba as the necessary activities for an
organisation to function, by using the process of controlling, organizing, leading and planning of the
available resources to achieve goals by using as little of the resources as possible.
Included in the degree, is a wide variety of studies ranging from Economics to Finance.
PURPOSE AND KEY FUNCTIONS Goodson suggests that branding is fundamental. Branding is
basic.

Concept Of Brand Management : Building A Successful Brand
This essay is written based on knowledge of brand management. Building a successful brand cannot
without people's attention; generating awareness, communicating brand values and building
customer loyalty, and these demands need to take a long time to achieve. Thus, it is an extremely
challenging marketing task(Fahy, J. and Jobber, D. 2012). In the other words, if a company want to
be successful, it have to build a successful brand equity and created its brand identity, and expand its
brand in the market.
In the past few years, the grown of fast fashion is one of the biggest threat of luxury fashion brand.
Fast fashion retailers express the least fashion trend from Fashion Week, then put these trendy
elements into their products with a ... Show more content on Helpwriting.net ...
and Shaw, D. 2009). D&G as a sub brand of Dolce&Gabbana, it did gain young customers, but it
was closed in 2011, because D&G caused unbalance between its parent brand and itself. D&G was
more popular than Dolce&Gabbana, and it also earned more profit than its parent brand. The leading
position of Dolce&Gabbana was confused by diffusion brand. Thus, to position the diffusion line in
the correct place is not easy. Conversely, Prada is much better to deal with its diffusion line Miu
Miu.
The more specific discussion with relevant literature of how luxury brand manage its brand
extension by launch diffusion line, as well as building brand equity and brand identity will be
demonstrated in the following context. Moreover, these knowledge will be analysized with the
choose brand Prada and its diffusion line MiuMiu.
2.0 Literature Review
According to Fernie, Lawire and Hallsworth(1997), a diffusion brand is defined as a step– down line
extension of an existing luxury brand. The launching of diffusion line always capitalize on the
equity of the established parent brand. Chen and Liu( 2004) believe that the brand equity of parent
brand can help the extension diffusion line enter the new market quickly, and a brand extension can
also produce possible reciprocal effects that enhance the equity of the parent brand. Every luxury
brand is building its brand equity and brand identity for a long time, when the name of this brand is
familiar by people which

More than just a graphic: The role of a logo in brand...
Symbols mark their existence from the early man's era. Used as a mode of expression and
communication, symbols have educated the modern man a lot, which has eventually led to evolution
with time. With those symbols causing evolutions, the concept of symbols itself has evolved with
time. Symbols are now brought into play by organizations, to express the idea of a business and to
communicate about it with the market. These evolved symbols are known as logos. Today every
organization needs a logo and with time the importance of this need has risen and still continues to
rise. There is a reason why a thoughtful logo is important for a company, and how it affects any
company's image. A logo in technical terms might just be a graphic, but ... Show more content on
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A logo, once accepted, should never be changed. It can be enhanced with time, but the essence of it
should not be played with. It is important for the logo to create a positive vibe both ethically and
aesthetically. In addition to this, Harry (2009) also mentions that a logo should have adaptability in
different mediums of media. It is important that the technicality of a logo must have emotional,
practical and informative functionality. A product needs to be sold in the market, for the public to
use it. To promote sales, there has to be somebody to sell the product. A logo in that case, is the first
salesperson of any product or service. This fits well in the scenario of selling and buying. As former
president of the General Cinema Corporation once noted, "The first impression of a company is
often its name and logo" (Stahle, 2002, p. 15). A logo delivers the message to every potential user.
The more effectively the message is delivered, the stronger the image of the brand will be. "It's
Often the Little Things That Count", says Cato about a logo (2010, p.70). A logo, however little it
may seem, is the foundation of building a brand image. An image that attracts the viewers builds an
emotional relationship with the goods or services. It differentiates the product and makes it superior
amongst its competitors.
Every part of a logo has a meaning, be it its color, shape or font. All of these parts when unified give
an emotion to a logo. Every

The Impact Of Diy On New Zealand Essay
2.1 Project Background
In the past, a home had meaning, a connection with the people who inhabited it. As a society, DIY
was always at the forefront of design and construction in New Zealand; because of this we had a
strong sense of connection with our homes and surroundings. This connection that we had has been
slowly watering down and disappearing as the house is being seen as little more than commodity
today. What if we could start to re–strengthen that connection that we have with our homes through
adaptability?
We are living in a time where housing is becoming more and more unaffordable for the everyday
buyers in New Zealand, especially for first home buyers. What if a homeowner could build small to
save money initially and easily be able to expand when needed later?
Currently in New Zealand someone would build or buy a house and that 's it, they have a house. It 's
not particularly changeable once it 's built (not easily at least) so people need to fork out a large
amount of money initially to build for what they predict they may want or need in the future.
My proposed scheme would involve the potential home owner (targeting first home buyers initially)
to buy, lease or have access to some land and build a small, basic version of my housing scheme
(which will be resolved in my research project). Then, as they can afford more or as the family
grows, they would look at getting more spaces to add to, and upgrade, the house as time goes on. If
the owners got tired or

Cost, Quality, And Timing
Tendering
In this stage the project contract including all details about cost, quality, and timing is presented and
usually several contractors make an offer. Then a contractor (or more than a contractor based on
project requirements) is selected to accomplish the site construction. Usually the cheapest offer
wins; of course there might be considerations of quality.
Construction
The contractor that has been appointed to carry out the site work now will be called as the
constructor, and starts to complete the building on the specified time and within the approved time
and quality limits. Adequate supervision is necessary in this stage so that the defined quality
standards as well as legal requirement are met.
Commissioning
In the Commissioning stage the constructed building is inspected for probable errors or deficits from
the agreed contractual or legal requirements. It is checked whether all facilities are working properly
and facilities and systems meet defined objectives and criteria. If there are any repairs or fixings
essential they will be carried out in this stage.
Operation and Maintenance
Facilities and buildings operations and maintenance covers all services required to guarantee the
built construction is performing well. All the constructions may not have this stage. This stage is
especially for sensitive and/or complex constructions such as power plants. Operations and
maintenance normally includes the day–to–day activities necessary

Corporate Culture: The Three Elements Of Corporate Culture
The term corporate culture is a general term to refer to the company's culture in general. Culture
itself is a great topic. To understand the corporate culture, there are three elements of culture that has
been commonly known in public. The first element is the idea or ideas or values, namely the
thoughts that arise from a person, community or nation. This could be values, both in the form of
excavation of the common values that appear in the society. The second element is the action, which
is how one individual or community to think, communicate, act or perform activities of daily–
activity. The third element is the product or the work produced by a person, community or nation.
That is the three elements of culture in general. ... Show more content on Helpwriting.net ...
Building Corporation
In building a healthy corporate as well as build a building, the main thing that made construction of
the foundation, the deeper and stronger foundation built, the higher the building can be looming.
Some people sometimes forget the main thing, because it is the nature of the invisible foundation.
Construction of the foundation is sometimes overlooked, yet solid foundation construction requires
great sacrifice and financing. To that end, trying to convey the importance of corporate foundation.
On this occasion, discussed something that became the core of the corporation, one of which is the
corporate culture; Corporate Culture. Where is the discussion of corporate culture means culture and
work ethics for employees. In the discussion of corporate culture can be incorporated in a third
aspect of the discussion to build a firm foundation, namely;
1. Warehouse: warehouse in this sense means the goods or services that are the core of the company,
starting from the production and preparation phase, to distribution and inventory flow is managed as
well as possible, up to the consumer to get the supply of products and services that satisfy the end,
Customer Satisfaction as a

Marketing Plan For Brand Building
Running Head: BRAND BUILDING Assignment 1: How Brands are built Name Institution
BRAND BUILDING 2 Assignment 1: How Brands are built Part1. Proposal Apple Incorporation
Overview Apple Inc. plans, produces, and markets versatile correspondence and media gadgets,
PCs, watches, and convenient advanced music players around the world. The organization likewise
offers related programming, administrations, frill, organizing arrangements, and outsider advanced
substance and applications (Abrahams & Norfolk, 2014). It offers iPhone, a line of cell phones that
involve a telephone, music player, and Internet gadget; iPad, a line of multi–reason tablets; Mac, a
line of desktop and convenient PCs; iPod, a line of versatile advanced ... Show more content on
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Confirmed on Apple advances, these suppliers convey on location innovation administrations and
backing to BRAND BUILDING 3 home clients and organizations of all sizes (DeMers, 2014). Mac,
Inc. offers exceptional rebates on restored MacIntosh PCs, iPod Nanos, and the 8GB iPod Touch.
For every situation a 1 year guarantee is incorporated on the all items. Compact Computers –
including Mac items, for example, Mac Book Pro, iMac, MacBook Air, Mac Mini, Xserve Servers –
including Xserve, Xsan, MacOS X Ser, and MobleMe. Extras – including MagicMouse, Keyboard,
Led Cinema Display. Wi–Fi Based Stations – including Airport Express, Airport Extreme and Tim.
Competitors Its major competitors include, Samsung, Blackberry, Google and Hewlett–Packard.
Part2. Introduction to Brand Audit Center part of brand improvement is the advancement of brand
articulation. Brand proclamation is regularly alluded to at this very moment. A brand
recommendation ought to plainly distinguish the advantages that a buyer infers out of your image.
While a brand suggestion is frequently engaged just on the advantages that a brand offers, a great
brand recommendation ought to likewise incorporate the Unique Selling Proposition (USP) which
incorporates advantages that no other brand can give (Whitney, 2015). Secondary brand
recommendation is characterized

Case Study : Imc Strategies For Building Brands
Assignment 2: IMC Strategies for Building Brands
Part 1
Situational analysis
Situational analysis alludes gathering of techniques that supervisors utilize to investigate an
association 's inner and outside environment to comprehend the association 's capacities, clients and
business environment.
Strengths of iPhone 5
The iPhone 5 may not look all that not quite the same as past eras, but rather it has a famous look
and (what seems, by all accounts, to be) first rate development. The glass and metallic materials
utilized give it a high–class and advanced look that puts a large number of today 's cell phone
outlines to disgrace. The iPhone 5 has inconceivable bearer bolster, and is dispatching far and wide
rapidly. It is genuinely modest, $199, $299, and $399, contingent upon capacity limit. Apple 's
image is at the stature of its powers. Additionally, Apple 's biological system is superior to anything
that of its rivals. The iTunes Store, App Store, and consistent mix between telephone, tablet, and PC
make a convincing story for Apple to utilize. The iPhone 5 might not have the store of the first
iPhone or iPhone 3G, however regardless it puts up its own particular star force for sale to the
public. Advanced mobile phones are the fury these days and the business is not going to get littler. In
this way the substantial business sector of potential clients is ready for those who gets there first for
a brand like Apple. Apple has conveyed hits consistently or even at regular

Brand Building Strategy
Brand Building Strategy
Paper Presented By
R.PRIYADHARSINI DR.K.SHYAMASUNDAR,.B.E.,M.B.A., PH.D
SENIOR LECTURER DIRECTOR
PG DEPARTMENT OF BUSINESS PG DEPARTMENT OF BUSINESS
ADMINISTRATION ADMINISTRATION
MOHAMED SATHAK COLLEGE MOHAMED SATHAK COLLEGE
OF ARTS AND SCIENCE OF ARTS AND SCIENCE
(Affiliated to University of Madras) (Affiliated to University of Madras) pdgprabu@yahoo.co.in
drshyamasundar_k@yahoo.co.in
9840033677 9380558479
Abstract: Brand building Strategy is a plan for the systematic development of a brand to enable it to
meet its agreed objectives. The strategy should be rooted in the brand 's vision and driven by the ...
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Brand promise is what a particular brand stands for and has stood for in the past. It has its roots from
the identity that it gains over a period of time. Usually, brand promise is an attribute common to
'Parent ' brands. Herein, the brand may broadly stand for Quality, Performance, Trust, or False
promises. However, the extensions, or the brands under the parent brand umbrella, may stand
individually for a particular trait which it has delivered over the years
Process: The branding process involved in creating a unique name and image for a product in the
consumers ' mind, through advertising campaigns with a consistent theme. Branding aims to
establish a significant and differentiated presence in the market that attracts and retains loyal
customers. Brand process begins with having a thorough knowledge of the term "brand". It includes
developing a promise, making that promise and maintaining it. It means defining the brand,
positioning the brand, and delivering the brand
People: The People mix consists of both internal and external people. It involves the employee of the
organization and the customers. By aligning brand and people, the organisation 's brand is
powerfully brought to life and brought closer to the consumer.
It is very important to remain close to the consumers while understanding how to be innovatively
active by engaging the people in the organization. It will bring the brand

The New And Transformative Brand Building Process Essay
JWT and NSLIJ have forged a new partnership to create a stronger, more prominent marketing
presence for the newly formed Northwell Health (nee NSLIJ), a health care system of 21 hospitals,
450 facilities and 61,000 employees. Often referred to as the sleeping giant, once positioned in the
marketplace, Northwell Health will be a powerful brand force that has the potential to shake up the
tri–state healthcare landscape. The new and transformative Brand Idea is Living Breakthroughs.
As the next step in the brand building process, the marketing team has taken this will powerful
Brand Idea and built–out two key creative territories. Each territory is represented by a few key
creative "adcepts" designed to bring that creative area to life.
In order to help the team determine which territory offers the most promise, the team would like to
gauge consumer and professional reaction to these different creative directions.
Two territories
Revolution of One
Look North
Both territories clearly communicated that NSLIJ hospitals are becoming Northwell. This was a
more meaningful and relevant change in Long Island, where NSLIJ has a dominant presence that is
anchored in offering better care than surrounding hospitals. In NYC, the territories piqued interest in
what was still seen as Long Island based hospitals, but a few locals knew that Lenox Hill was part of
the NSLIJ network.
True to the brief, both areas carved out a differentiating territory for Northwell Health. Look North

Marketing Strategies For Building Brands
Running Head: IMC IMC Strategies for Building Brands Name Institution
IMC 2 IMC Strategies for Building Brands Part 1 Situational analysis Situational analysis eludes
gathering of techniques that supervisors utilize to investigate an association 's inner and outside
environment to comprehend the association 's capacities, clients and business environment.
Strengths of iPhone 5 The iPhone 5 may not look all that not quite the same as past eras, but rather it
has a famous look and (what seems, by all accounts, to be) first rate development. The glass and
metallic materials utilized give it a high–class and advanced look that puts a large number of today 's
cell phone outlines to disgrace. The iPhone 5 has ... Show more content on Helpwriting.net ...
Apple has conveyed hits consistently or even at regular intervals. So individuals have begun
expecting more extraordinary items from an organization like Apple. What 's more, items which
IMC 3 are innovatively best in class can take the organization to much more elevated amounts.
People are turning out to be more dependent on web and applications. To such an extent that these
days scarcely anybody is seen without an advanced mobile phone. As individuals turn out to be
more digitalized, and as spending force increments amongst purchasers, advanced cells like IPhone
Will see a blast in the business. Till date IPhone is offering just in urban regions. Be that as it may,
there is certain to come a period when Apple IPhone will look towards geographic development.
Around then, the open doors will develop much further for IPhone on the grounds that there is a
great deal of business pending to be secured by IPhone. The frill business sector is endless, and the
more organization embellishments that Apple makes, the better benefits they will get from return
clients. Since frill by and large give great edges. Weaknesses of iPhone 5 Apple discharges one
handset for each year, while its rivals discharge hundreds. Apple takes the one–size–fits–all
methodology, where the opposition lean towards far reaching decision (shifting screen sizes,
consoles, and so on.). The iPhone 5 's screen may in any case be too little for some (Zeman,

Analysis of Building Brand Equity of Non Traditional Ways...
TABLE OF CONTENTS
SITUATION
ANALYSIS–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––1–
12
Brand History
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
1
Company
Evaluation–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
1–2
Product
Evaluation–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
2–4
Consumer
Evaluation––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––4–
6
Competitive
Evaluation––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––6–8
Marketing Environment Evaluation––––––––––––––––––––––––––––––––––––––––––––––––––––
8–10
SWOT ... Show more content on Helpwriting.net ...
Initially, the company distributed free cases to college students across the country in an attempt to
get their product in the hands of its consumers. This campaign became very successful and rapid
proliferation of sales became the norm. The company continued to tailor their advertising to appeal
to their target audience by sponsoring extreme sports, events, teams, and athletes. They sponsor
athletes in the BMX, skiing, rally car, MLS Soccer, and many other sports industries (Red Bull). By
sponsoring athletes such as Travis Pastrana and Shaun White, their "double bull" logo is never out of
the spotlight, and constantly seen by the consumer.
CONCLUSION
Their slogans, "Red Bull Gives You Wings" and "No Red Bull, No Wings" have also proven to be a
staple in their brand presentation for many years (Red Bull). While Red Bull is still dominating the
industry, they may have some untapped resources in their marketing strategy and product
presentation. While the brand is known throughout society they have the ability to reach a larger

audience without losing the identity that the brand was built on. In the United States specifically,
Red Bull could appeal to American athletes and consumers by sponsoring well–known athletes
outside the extreme sports industry.
PRODUCT EVALUATION
Red Bull offers its product in four different can sizes, 8 oz., 12

Paris, France: Culturally Rich Cities In The World
Our city is Paris, France. It is one of the most culturally rich cities in the world––it is over 2,000
years old––and one of the most sustainable. With a population of 2,241,346, thoughtful planning and
innovative solutions are crucial to keep the city smoothly running. We also have a moderate climate,
ranging from cold winters to warm summers, which is easy to manage. Paris is mostly flat, which is
good for building and expanding a city. Paris has a great economy, with its biggest source of money
being tourism (it is the third most visited city in the world). Other exports include machines,
aircrafts, pumps, vehicles, electronic equipment, and cosmetics/perfumes. All of these aspects of
Paris make it a perfect place for a future city.
The plan that we have created includes many different kinds of infrastructures. Firstly, we have lots
of public space, situated especially in central and accessible parts our our ... Show more content on
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Some citizens could not use the spaces very often, while other spaces are open to anyone and
everyone in the city. For example, the mall could be open to everyone in the city, while the newly
renovated automobile museum could be difficult for some to access. We would get the money for
these renovations by holding various fundraisers throughout the town, such as community events to
help pay for these spaces. Taxes would not go up for the citizens, unless there is dire need of that to
happen. While our city could have drawbacks, there are many ways to fix them.
Our public space solutions can be extremely helpful, but also problematic. Our rain barrels conserve
much water, some citizens may question or be concerned about cleanliness. Our many modes of
transportation may defeat the purpose of protected walkways. The Student Renovations Program,
while helpful to the city, could end up disastrous or undesirable for the

Suggestions for Building a Strong Brand
I will make three suggestions that you could use to help build a strong brand. I will apply this to the
three levels of a product. First I will make a suggestion to help your core product, which is at the
center at your business, then secondly another suggestion to aid with the actual product, then
secondly the augmented product, this is known as the three product levels.
The three product levels is a theory Philip Kotler talks about in his book "Principle of Marketing".
The first level is the core product, the second level is the actual product and the third being the
augmented product. The three levels of a product is a model Kotler talks about that allows a business
to build its products, and learn how to package the three elements ... Show more content on
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By having a slick website that is written in HTML5 & CSS3; which is de facto standard; allows the
business to closely link its customers, website and physical presence.
An example of a business that links its customers, business & website together is apple. When a
customer walks into an apple store they know and feel that its apple, the same with the website, as
their user experience is consistent and a customer can very easily identify apple by its branding. The
business needs to use its branding, come up with a house style (if it doesn't already have one) and
possibly a slogan, and then cascade this through to the website.
2. New email address – Use online and offline marketing to bring the physical presence, website &
customer together. (core)
Goal: to achieve consistent brand image and ethos across all customer touch points.
How: better website, and a new email address @ the businesses .co.uk domain.
At the moment the website goes against the ethos of the business. The business, customer and the
website are three separate things, the website doesn't link very well into the business, this is shown
by the use of a generic email address, instead

Building And Maintaining Brand Equity
Building And Maintaining Brand Equity
The feature of luxury is base on the fact that it is a brand, which is a basic discrepancy of luxury and
craftsmanship. According to Keller (2003, p.60), "brand equity is the differential effect that brand
knowledge has on consumer response to the marketing of the brand". It is related to the added value
of goods provided by the make as well (Farquhar, 1989). Therefore, companies having strong brands
could sustain their differentiation (Aaker, 1996) and reach better "financial leverage" (Ind, 1997)
than those do not have (Nyadzayo et al., 2011). Thus organizations, which produce luxury objects,
need to create and maintain their brand equity. Fig.2 Brand Equity
According to Aaker (1991), "brand equity is the set of brand assets and liabilities that is linked to a
brand, its name, and symbol that add to or subtract from the value provided by a product or service
to a firm and/or to that firms customers". Some academics have given the components of brand
equity. It consists of "perceived quality, brand associations, brand awareness and brand loyalty "
(Aaker, 1991; Baldauf et al., 2003; Keller, 1993; Selase Asamoah, 2014), and this is the first version
of components of it; regarding it as the "consumer 's behavior" toward a make, Keller (1993)
proposes two elements: "brand awareness and brand knowledge"; Kim et al.(2008) argue that strong
brand equity boosts "consumer satisfaction, repurchasing intent, and degree of loyalty". Thus, past

Building A Brand New Team
The important decision for IT leaders is to consider how quickly to embrace hybrid clouds, while
still supporting their legacy environments. IT organizations have the dilemma of owning and
operating critical legacy infrastructure into the foreseeable future, while at the same time building a
brand new team and process structure around cloud based environments. "This 'two IT' system is
necessary because in order for either of the environments to be truly successful they would have to
be managed very differently from each other." Mark Thiele, executive vice president of data center
technology at Switch Managing this new model is a challenge for IT leaders. The drastic differences
between the old systems and the new processes mean that there ... Show more content on
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And all operations must comply with legal regulations and company policies to ensure that privacy
is preserved and sensitive information protected. This requires centralized control for privacy and
security issues. Privacy and Security Although the hybrid model offers advantages over the public
cloud in terms of security, data moving between platforms, and within the public cloud environment,
are still at risk. All data at rest and in motion must be encrypted. Connecting to a public cloud can
offer a conduit into your private environment. Any data transferred across a network is subject to
third–party eavesdropping and interference, so it must be protected. Nevertheless, it's not unusual
for an organization to discover that a public cloud service has a more robust security strategy than
what they have in–house. A hybrid solution requires a thorough review of all your current security
precautions and a carefully planned strategy for moving into the hybrid cloud. Despite the integrated
nature of the hybrid solution, the public and private cloud services operate independently of each
other. Data transports between the environments via a secured connection. Sensitive data remains
protected in the private cloud with minimum exposure to risk, and the computing resources in the
public cloud are available when needed. Costs An organization often uses public cloud services
because it can offload much of its implementation and

The Entrepreneurs at Twitter: Building a Brand, a Social...
The Entrepreneurs at Twitter: Building a Brand, a Social Tool or a Tech Powerhouse? Summary
Proclaimed as the hottest company since Google and Facebook, Twitter introduced a revolutionary
micro–blogging service in 2006 that allowed users to spread and share short messages of 140
characters ("tweets") with friends and strangers subscribing to follow their communication flow (as
so called "followers") in order to find out what is happening right now from any point of the globe.
Raising a total of US$ 155 million from investors without generating a single cent in profit or return
on investment, Twitter's founders Evan Williams, Christopher Isaac "Biz" Stone and Jack Dorsey
relied essentially on their investors' patience and goodwill while ... Show more content on
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The notion that when a service is of value, it should also have a value and charge for this value was
more or less ignored or remained in the background. Given that investors were easily persuaded of
the service's worth, assuming that "where you have audiences, you will make money", the US$ 155
million injection gave Twitter's founders some peace of mind, ensuring them that they had "patient
investors" and enough funds to continue building the company. However, it is understandable that
investors will expect Twitter to come up with a sustainable business model and a presentation of the
ways and plans to achieve the highly set targets. Even if Williams stated to journalists to wanting to
go all the way with Twitter and to have as large an impact with this service as possible, he
simultaneously revealed to already be thinking of the next big thing which substantiates suspicions
that his commitment to Twitter's profitability isn't his main concern. This clearly exemplifies the
extent to which Twitter's situation in 2010 reflects the past record of its founders. Given that they
were working to make ends meet while pursuing their real passion on the side – to find the next big
thing – their success came as a byproduct of their pursuit of originality, not as a fully intended and
envisioned result of planned moves toward

Building Brand Value and Its Inpact on Customer Marketing
Brand Value & Its Significance to Customer Marketing
Abstract A successful brand is the most valuable resource a company has. In fact, one authority
speculates that brands are so valuable that many companies include a "statement of value"
addendum to their balance sheets to include intangibles such as the value of their brands. Brands are
used as external cues to taste, design, qualify, prestige, value and so forth. In other words, consumers
associate the value of a product with the brand. For example, the value of Kodak, Sony, Coca–cola,
Toyota and Microsoft is indisputable. One estimate of the value of Coca–cola, one of the world's
most valuable brand places it at ... Show more content on Helpwriting.net ...
For example, cavity control by toothpaste is a customer benefit. Customer benefit may be rational,
psychological (emotional) benefit, or self– expressive benefit. A rational benefit is closely linked to
a product's attributes and would be part of a "rational" decision process. A psychological benefit
relates to what feelings are engendered when buying and or using the brand (Aaker, 1991). An
example of a rational benefit for a computer to a consumer would be its ability not to loose work
whereas a psychological benefit would be the feeling of being professional. For a car, the emotional
benefit would be the feeling of safety when driving it as a driver of a Volvo car would testify. The
self–expressive benefit relates to the ability of a brand to help a consumer to communicate his or her
self–image. Since consumers have multiple roles, the consumer has an associated self–concept and a
need to express that self–concept. The purchase and use of brands is one way to fulfill the need for
self–expression (Aaker, 1991). He gives the example of a consumer who may define him/herself as
successful and powerful by driving a Mercedes Benz. Whichever the case, once a customer
establishes rational for choosing a particular brand, the brand takes on value.
Brand value can also be assessed based on the monetary premium or financial value attributed to the
brand, apart from other tangible assets, that is the

A Study of Building and Measuring Brand Equity in...
Honours Dissertation – MKT10932
Dissertation Outline
Student Name : | Huen Ho Ki | Matriculation Number : | 40073098 |
Title: | A study of building and measuring brand equity in hospitality industry |
Comments: | |
Mark( /25) | Marked by : | Date : |
Background to the Study and Overall Research Aim:
If growing brand equity is the key to future business success, it makes sense that one should have a
way to quantify and measure such equity. (Keller, 1997, pp.372–379) For hospitality industry, brand
equity is an important intangible asset to hotel that has psychological and financial value. It is the
added value or goodwill endowed to products and service. Marketer can thought this study as
investments in ... Show more content on Helpwriting.net ...
A brand is more than a physical good. The brand is a company's key strategic asset (Kapferer, 1997).
Brand is something that resides in the consumers' minds which helps consumers to differentiate the
products of one creator from the others. As such the brand becomes a symbol that connects the
company or its products with the customers in a relationship and represents the entire "product
personality" (Leuthesser, 1988, p.2; Keller, 1991, p.4; Rajendra K. Srivastava and Allan Shocker,
1991, p.5; Aaker, 1996, p.7,35).
In order to build brand equity, hotel marketers have to make a brand promise to their target
customers such as comfortable on the lodging. Keller (1993) believes that brand equity is formed by
brand knowledge of customers. He base on customer defined "brand knowledge" concept. It is
subdivided into brand awareness and brand image. It is called "The Brand Equity Model" (Keller,
1993).
Customer–based brand equity (CBBE) comes near brand equity from the perspective of the
consumer. The CBBE model is defined as the differential effect of brand knowledge on consumer
response to the marketing of the brand (Keller, 2003). When a brand has positive brand equity,
consumer will react more favorably to the marketing activity compare with an unnamed product.
This model (Keller, 2003) let hotel marketers to comprehend what customers have learnt with

respect to brand which is brand knowledge. Brand equity appears on consumer response. More or
less is

Build A Computer
Computers have become a norm in our working society and are considered a must–have for any sort
of business. In a home setting however one has much more freedom with how they get and use their
computer. The only two real ways to get a working computer is to either buy or build the computer
one is looking for. There are many pros and cons to each which leads to the decision being rather
difficult to make for some people. Building a computer can be a difficult project to take on for
people without the correct knowledge of how a computer works and functions. One of the most
difficult parts of building a computer is trying to get sets of hardware that will all work together
cohesively. With different pieces of hardware one could start to run ... Show more content on
Helpwriting.net ...
For example, building PCs will generally cost less than buying one which can save you more money
for use on customization or something else. Another positive of building over buying is that you get
exactly what you want in and on the computer so you do not have to run through the hassle of
sorting through what the company might have put on the computer that you do not like. One of the
best things of building one's own PC would have to be when you finish and the pride one would feel
when one see how well it works the things one needs it

Design And Cross Pollination Of Fields And Practices
It is believed that due to the high level of risk undertaken by the client and intrusted in the designers
that it is now a safer option to put the contractors in the driving seat rather than the architects who
simply provide the design (Jamieson.C, 2010and that larger multidisciplinary practices containing
architects, surveyors and contractors would be even more prevalent in fifteen years time because
they are able to carry the risk on behalf of the client (Jamieson.C, 2010). So surely if architects are
no longer trusted or believe in themselves there is no longer a need for them to carry out certain
duties or training? If an architect no longer carried the same responsibilities then there is no need for
them to work in the same methods. ... Show more content on Helpwriting.net ...
Weston believed that 'the stylistic postmodernism of the 1980's (risk), had threatened to reduce
architecture to a stylish fad.' He believed that the risk architects felt upon themselves meant that 'In
its place it was argued the case for buildings that are monumental and anti–heroic, and grounded in
the familiar routine and environments of daily life( Weston.R, 2011). Due to the amount of money
and time needed to be invested into building architecture the industry can take astronomical hits
during financial crisis such as the credit crunch in 2008. Risk plays a huge part in the way we build
and create architecture. For the architect, a great deal of risk is encountered by intrusting the client
to pay for our services. One London based boutique architecture practice described "our main threat
is not being paid for the work we do– particularly the brief making part– but we never turn down
unpaid work because It might lead to paid work in the future"(RIBA the future for architects, 2010).
But it is not just the architects who feel the 'risk', it is also the clients who are effectively putting
their money, land or property and quite often their reputations at stake, so there is a lot riding on the
architects back to make the whole operation run smoothly.
The guardian stated that in 2008 '40% of architects lost their jobs' causing many practicing
Architects to brake off into different fields. For example in the 1970's, 50% of architects

Building Global Brand
Contents
I. Introduction 2
II. Brand
1. Definition of Brand 3
2. What Makes a Brand Great 4
3. Brand as a Business Asset 6
III. Global brand
1. Globalization and Brand 7
2. Brand Building Focus on the Brand Identity 7
IV. Building Brand with Brand Advertising
1. Building Brand – The Role of Sponsorship 10
2. Building Brand – The Role of Web 13
3. Building Brand – The Role of Media Advertising 14
V. Conclusion 15
VI. List of References 16
I. Introduction
Since the early time, the conception of brand has marked a turning point in business whether it
regards as brand identity, brand equity, or brand loyalty (Hart and Murphy, 1998). The brand now ...
Show more content on Helpwriting.net ...
2. What Makes a Brand Great
Brand today is hard to stand at the leading position. Clifton and Simmons (2003), the CEO and
former director of verbal identity of Interbrand, underline that brand is about choice and yet it has to
compete in the crowded and competitive situation. In addition, brand is facing many challenges so
as the consequent, a brand has to compete one to another. Even a strong brand may find several
challenges to keep remain on its top position. The competitions of strong brands include, for
example, Coca–Cola and Pepsi in soft–drink industry, Apple and Creative in mp3 player industry,
Kellog's and Nestle in cereal industry and so forth. Therefore, businesses should consider to the five
distinctive traits (Clifton and Simmons, 2003) in order to make their brands great, as follow:

i. Consistency in delivering the promise
A brand needs to communicate the promise to the market as well as encourages customers to
purchase the goods or services. Every method should be applied consistently in order to deliver the
promise that customers are expected. So, all of the processes including evaluation, trial, purchase
and adoption will indicate the verification of the original promise (Clifton and Simmons, 2003). For
instance, Toyota, one of the strong brands in car industry, consistently delivers its promise in

Case Study : F Shoring Of Garment Industry
Case Study 1– BMGT Naveen Khambum
Key facts The off shoring of garment industry has steadily increased over the past 30 years as the
retailers in US and Europe seek to offer a wide selection of seasonal styles and garment varieties.
According to a Survey conducted by an advocacy group, today less than 5% of the apparel sold in
US was made in the country in contrast to 1960 which was 95%. Availability of Plentiful low cost
labor, less restrictive labor laws and nonexistent unions has led many US and European retailers to
outsourcing. This lead to race to establish more low–cost garment manufacturing factories in many
countries like China, Cambodia, Vietnam, Bangladesh and India. Bangladesh manufacturers raced to
build garment factories without much concern to the codes or to the plight of the workers.
Bangladesh became the second largest exporter of garments, second only to China. Serious
Concerns have been raised over safety violations, poor working conditions and the building that fall
woefully short of building standards. A $ 20 billion garment industry by name "Rana Plaza" owned
by Sohel Rana who is also a local politician with considerable clout, collapsed on April 24, 2013
killing 1132 young Bangladeshi women and men and injuring 2500. Many were missing arms and
legs, are paralyzed, and are suffering from many head injuries. Factory owners in Bangladesh were
feeling considerable financial pressure for the work to be completed. Political unrest resulted in

Building Brand Community on the Harley-Davidson Posse Ride...
Recommendations:
1.Harley–Davidson should continue to sponsor HOG, and the Posse Rides.
2.More resources should be spent on the Posse Rides to meet the rising expectations of participants.
3.Dealerships should be more integrated into the Posse Rides.
4.The Posse Rides should not be seen as direct profit centers.
Reasoning:
1.HOG has been phenomenally successful at attracting members and chapters. From nothing in 1983
it has grown to half a million members in 1,160 chapters. This is the core of Harley–Davidson's
market and it is easily reachable through Hog Tales magazine. This is particularly important for
Harley given that its customers are so varied making it hard to reach them through traditional
marketing methods. HOG overcomes ... Show more content on Helpwriting.net ...
Coordination with local TV and radio should be used to raise awareness and crowds. The dealer
network should also be used by the Posse Rides to solve logistical problems such as the T–shirts
fiasco. Given that Posse Rides have different routes, most dealers will be able to participate over
time.
4. While the visual promotional effect of the Posse Rides should be exploited as much as possible,
commercializing them should be avoided. Participants are Harley's best customers and it should take
the opportunity to reward them, not exploit them. These people are not stupid and will soon notice if
Harley tries to squeeze out every last cent from them. The indirect benefits, such as building brand
awareness and loyalty, are much more important than short–term sales. If participants want to shop
at every dealer, great, but their direct costs should be kept as low as possible. Given their wide
differences in income, raising prices will simply drive off working class participants that blow their
annual wad on one rally. This would change the nature of the Posse from an open, inclusive group to
a rich, closed one. Over time, as Posse Rides become a feature of Harley's brand, it would depreciate
the brand.
Posse Rides will also have to maintain their exclusivity if they are to be continually successful. If

everyone can get a Posse T–shirt because of merchandizing they will not be worth having to real
Posse Riders. Keeping the number of

Building Brand Equity
Analysis & Finding
In his CBBE framework, Keller identified 6 key elements needed to build brand equity; Brand
Salience, Brand Imagery, Brand Performance, Consumer Feelings & Judgements and Brand
Resonance (appendix 7). From the conducted research this report will ascertain the degree to which
HTC satisfies each level of Keller's model.
Brand Identity
According to Keller the first step in 'building a strong brand' involves creating 'brand identity'
(Keller, 2001).
"Achieving the right brand identity involves creating brand salience. Brand salience relates to
customer awareness of the brand. Brand awareness refers to customers' ability to recall and
recognise a brand" (Keller, 2001, p.8)
The first two questions asked ... Show more content on Helpwriting.net ...
Similarly, majority of respondent also have a positive view on the use of Lenovo is cooperative for
office work, internet access, file management, student work and entertainment as rest people have
neutral opinion. Thus this indicates that Lenovo have a good brand performance and brand imagery
which satisfies customers need in the area that is most important to them which implies that Lenovo
convey a stronger brand meaning.
Brand Responses
'Brand responses' describe 'customers response' towards products with an integral aspect of this
being 'brand judgements and brand feelings' (Keller, 2001, p13).
The question regarding the overall opinion of Lenovo brand shows 66% liked the brand 18% liking
the brand very much and 8% liking extremely whereas 6% disliked the brand and 2% disliked the
brand very much.
The Lenovo brand generally satisfies customers as 44% respondents agree but 50% were neutral to
this.
58% though Lenovo brand offers good value of money. When more enquired about the brand 54%
thought of recommending this brand to other and 22% thought that it is superior to other brands

which implies it has a better competitors prevailing in the market. Statements describing the Lenovo
laptops as exciting, providing feelings of social approval &

Ziggurats Lab Report
The purpose of my science fair project was to prove which material would hold up the most through
an earthquake. I tested my experiment by making models of ziggurats. The material I used for the
ziggurats was modeling clay, lego brick, and wood. I placed the structures on a shaker table for 30
seconds. My hypothesis was that if I construct models of modeling clay, wood, and lego brick, then I
predict that legos will hold up through an earthquake simulation the most. My rational for my
hypothesis was I predicted that legos will hold up through the earthquake because they resemble
bricks, which is a recommended building material. My results were that I couldn't disprove or prove
my hypothesis, because the structures didn't break. So there was ... Show more content on
Helpwriting.net ...
That is where my project went wrong. Since each earthquake is different, and has different waves.
Their size and strength is different. So making an exact copy cannot be done. Not only because its
way to challenging, but also because if one was made perfectly, then a massive explosion would be
done in the lab, that could actually cause harm to the people and equipment. The science behind an
earthquake is really interesting. First, an earthquake is supposed to be sudden, not just a switch. The
earthquake simulator I used was hand built, and it was just shaking, not erupting. An earthquake has
shaking, but also many phases, which each phase has different forms of shaking, which can equal an
eruption. The earthquakes have foreshocks. Foreshocks are when there are tiny earthquakes leading
up to big earthquakes. After, that a large earthquake happens, this is called the mainshock. After the
mainshock, there is an aftershock. I did not simulate all these phases, I only did a thirty second trial,
which probably screwed up my results. Another thing that I messed up is the frequency of the
waves. The waves are recorded by a seismogram. This is a tool that measures duration and force of
an earthquake. There is a big wavy lines that a pen draws signals it's a big quake, but if it's a small
line that is wiggly, that means it's a small one. These lines are called P–Waves,

Brand Building Blocks
BRAND BUILDING BLOCKS
Building Strong Brands: Why Is It Hard?
It is not easy to build brands in today 's environment. The brand builder who attempts to develop a
strong brand is like a golfer playing on a course with heavy roughs, deep sand traps, sharp doglegs,
and vast water barriers. It is difficult to score well in such conditions. Substantial pressures and
barriers, both internal and external, can inhibit the brand builder. To be able to develop effective
brand strategies, it is useful to understand these pressures and barriers
Different factors that make it difficult to build brands are shown in the figure above. The first,
pressure to compete on price, directly affects the motivation to build brands. The second reason, the
... Show more content on Helpwriting.net ...
What, then, happens to the people who support the brand with market research or other brand–
building activities? They are vulnerable to the organizations new cost culture.
2. Proliferation Of Competitors
New, vigorous competitors come from a variety of sources. A host of food categories have watched
Weight Watchers and Healthy Choice enter their markets through brand extension strategies. In the
snack category, Frito–Lay has seen regional brands expand and Budweiser 's Eagle brand break out
of its niche to become a major competitor. New product forms that provide real alternatives for the
customer have encroached the soft drink market, bottled water, carbonated water, fruit–based drinks,
and "new age" drinks, among others.
Additional competitors not only contribute to price pressure and brand complexity, but also make it
much harder to gain and hold a position. They leave fewer holes in the market to exploit and fewer
implementation vehicles to own. Each brand tends to be positioned more narrowly, the target
markets become smaller, and the non–target market becomes larger. Efforts to market to a broad
segment thus become more difficult in the face of the complex 'brandscape' Further, some new or
desperate competitors may be motivated to take risks or attempt unusual approaches. The result can
be destabilization of the competitive dynamics. There is also an enhanced motivation to copy
anything that is successful, in part because the risks of

Fire Containment Is A Passive Protection Method
There are two main types of fire protection: active and passive. The differences between the two are
that active fire protection requires outside help in the form of mechanical or electrical power for the
device to work. A passive system works with no outside help at all. Fire containment is a passive
protection method. There are three types of passive devices: limiting the rate of fire growth, fire
containment and then emergency egress. Fire containment is accomplished by limiting a fully
involved fire to the room or area that it is located. This is done through continuous researching and
testing. Fire containment is most successful when complete testing has been done on the many
components of the building 's construction and materials. ... Show more content on Helpwriting.net
...
Tests can be conducted under non–load bearing, load bearing, unrestrained, and restrained
conditions. Non–load bearing tests are conducted to determine when the fire will spread to the
neighboring compartment. This happens when the heat transfer is high enough to ignite items in the
non–fire room. This test can also result in the wall becoming too hot and cracking, creating a path
for the fire to travel. The test is measured by the time it takes for cotton waste on the unexposed side
to ignite. Unlike the non–load bearing test, the load bearing test is conducted to see how long the
structure will withstand before is collapses. A collapse not only creates a path for the fire to travel,
but it also affects the safety of anyone that would be inside. The test is conducted while the assembly
being tested is under a weighted load, and the test is concluded when the assembly begins to
collapse. This test is mainly used for wood. Steel and concrete are tested without weight because
they will arch when they near breaking point. When testing steel–framed floors, ceilings, and roof
assemblies, they are tested under both restrained and unrestrained conditions. The steel frame is
made to resist the forces of thermal expansion on the industrial steel. It is important to test under
restrained conditions, and this test is required for building parts that make up a structure capable of
resisting thermal expansion through the wide range of

Starbucks And Mcdonalds : Building Global Brands
Starbucks and McDonald's: Building Global Brands
McDonald's and Starbucks are two of the largest successful American companies operating in the
global marketplace. Their popular iconic brands are recognized around the globe. Both Starbucks
and McDonald's face the challenging task of managing brand image in multiple locations. They
must maintain the uniqueness that grew them to success, but also appeal to the desires of local
populations. While there have been some ups and downs over the years, there are some similarities
and differences in the ways these two megabrands have operated and found success.
One of the ways McDonald's has developed its standing worldwide is by establishing a unified
brand image. The "I'm Lovin It" slogan was created through global research and originated in
Germany. This universal theme has been well received by consumers because it is simple and has an
uplifting feel that has appealed to all of McDonald's key market segments, from grandparents to
children. The slogan is easily adapted to different cultures. "The phrase and the spirit of "i'm lovin'
it" became a universal cultural expression. In the United States, Russia, Denmark, United Kingdom,
and China, we witnessed examples of "i'm lovin' it" in popular culture" (Light & Kiddon, 2009).
McDonalds also engages in what they call "Freedom within a Framework" (Light & Kiddon, 2009).
They allow their stores the flexibility to deviate from the standard design and create unique stores to

Red Bull: Building Brand Equity in a Non-Traditional Way
RED BULL: BUILDING BRAND EQUITY IN A NON–TRADITIONAL WAY
BY: KAMARUL ARIFFIN NADHIRAH NOORAZLIN BINTI ANI
INTRODUCTION
1985
Improves physical endurance
Stimulates metabolism and helps eliminates waste substances
Improves overall feeling of wellbeing
Improves reaction speed and concentration
Increase mental alertness
Word–OfMouth
Sampling Program
Event Sponsorship
Point–OfPurchase
Athlete Endorser
Advertisement
Controlled All Aspects Of The Event
Reinforced The Brand Positioning As An Independent Stimulating Beverage
Events Enhanced Red Bull Visibility

Unique Events Attracts Media Coverage
QUESTION 1
Describe Red Bull's sources of brand equity. Do these sources ... Show more content on
Helpwriting.net ...
Would you recommend that Red Bull develops any brand extensions? If so, what would they be?
Would you use the same marketing strategy?
Red Bull maintain their marketing momentum thru their Marketing Program
Word of mouth (WOM)
The strategy involved "micro–targeting" hip and cool locations and hangouts and flooding them with
opportunities for influencers to consume Red Bull. After consumption, these influencers would start
the word of mouth's campaign.
Red Bull employs sampling teams or
Red Bull Student Brand Managers
Sampling
throughout the world that set up sampling programs in strategic locations. Include sporting events,
concerts, or any place where people are tired.
Event marketing
Red Bull has made an art of creating and sponsoring events, all of which are designed to enhance its
brand image and build brand equity.
Sport Marketing
Red Bull has also ventured into sponsoring athletes to build brand equity. This is an especially
powerful tactic as many athletes are perceived as successful and powerful. Creating and continue
sponsoring sports events such as 'Red Bull Signature Series'.
RED BULL STRATOS 2012 JUMP
RED BULL STRATOS 2012 JUMP
Felix Baumgartner's epic jump from the edge of space was successful. Supported by a team of
experts, Felix ascended in a helium balloon to an altitude of 120,000 ft / 36,576 m where he took a
leap of faith into the unknown

Samsung: Building a Great Brand Essay
Samsung: Building a Great Brand
Presented By: Michael Baccus, Marcial De Castro, Judith Dupin, Monica O'Neil, and Josรฉ
Santillรกn
Marketing Management– MAR 3023–P80
October 5, 2011
Samsung grew its brand equity by 186 percent in just five years from 2000 to 2005.
"Brand equity is the value of the brand name, its worth as an asset to the company." (Marketing
Principles, 2011, Module 6 p. 1).When new management came into the South Korean based
firm, it scraped the all the various brand names that the company was selling low end electronics
under, and consolidated by branding all ... Show more content on Helpwriting.net ...
the ability to implement change to change processes to introduce new technologies,
new skills into the organization very quickly and effectively" (Module 1 p.7). Change is
managed very well at Samsung and they have lower manufacturing cost on top of their time to
market being faster than that of competitors. Samsung avoids bureaucracy at its 24/7 design
centers. Designers can work through problems without being delayed by non–productive
corporate presentations and politics. Samsung has a constant focus on improvement and being
faster and implementing the next innovation before the completion. Fackler (2006) explained,
"''Our TVs are better,'' Nobuyuki Oneda, Sony's chief financial officer, said in an interview
earlier this year. ''But Samsung's cash flow is amazing. It is hard to invest in and develop
products'' at the same pace as Samsung." (para. 23). Samsung's use of usability

laboratories have been key in its market orientation skills and understanding the user interface.
Samsung does not follow the textbook best–practice of product development, which is
widely now considered "yesterday's best practice" in product development. According to
Marketing Principles, Samsung uses concurrent engineering and fast prototyping in an around
the clock approach to problem solving (Module 6 Case 2 p.1). The traditional best practice only
produces a success rate

Analysis Of Fletcher Building Market Analysis Essay
Summary of fletcher building
Fletcher Building is one of the largest listed companies in New Zealand, with a market capitalization
of over NZ$4.8 billion. The company was split in 2001, formerly New Zealand 's largest business
and multinational. With 18,800 employees globally and over 50 businesses operating under the
Fletcher Building banner, the company is Australasia 's largest building materials supplier. It is
located in Penrose ,Auckland Mark Adamson has been the chief executive since 1 October
2012.Fletcher building is construction company. Area served in New Zealand, Australia, Americas,
Pacific Islands, Asia, Europe, Africa. Fletcher buildings used products are building products. They
need to expand their business some different countries like Europe , india. The Heavy Building
Products division consists of cement production, concrete, aggregate, pipeline, quarry products and
long steel businesses.
Markets Fletchers buildings depends upon manufacturing buildings and constructions work. They
work very hard. Fletcher building market analysis is excellent in newzealand and Aus.
Competition Fletcher Building 's margins are under pressure from rising competition in its home
base of New Zealand as the strong Kiwi dollar and low shipping costs allow smaller groups to
import building materials rather than buy them from local suppliers. some company like CSR
limited and Boral limited are competitors. (competition , 2015)
Technology The company, Fletcher Building, was

Lenovo : Building His Global Brand
Romsha Sharma
Student ID –144727
Lenovo: Building his Global Brand
What is the key branding issue in this case? What are the secondary branding issues? Elaborate on
how well Lenovo addressed each of the issues you have identified, supported with examples from
the case. In your opinion, could they have done anything better?
Key Branding issue and Lenovo's efforts to address the same:
After having established itself as an innovative PC brand in China, Lenovo wanted to position itself
as a global corporate brand while leveraging the IBMs Brand equity. The key branding issue for
Lenovo was creating a positive global image in consumer's mind as being a Chinese computer brand
it was considered an inexpensive brand offering inferior quality ... Show more content on
Helpwriting.net ...
In the second phase Lenovo demonstrated its commitment to innovation by rolling out improved
ThinkPad products and further strengthening ThinkPad's brand essence. Initiatives like Using
Titanium cover instead of the traditional black cover while launching Z60 helped in establishing the
fact that Lenovo made ThinkPad products better than before. Enforcing ThinkPad's brand position
and its advertisement as Lenovo's sub brand helped in strengthening the Lenovo master brand. The
third step emphasized that Lenovo master brand stood for innovation with Lenovo introducing the
3000 PC series for small business consumers focusing on reliability ,quality and durability in
addition to modern looks .The marketing campaign focused on providing "worry free computing" by
providing features like virus recovery features. The choice of a number series instead of a name for
the launch of the first non–ThinkPad product was done strategically to strengthen its association
with the master brand Lenovo.
All these efforts enabled Lenovo to position itself as an innovative company and build a positive
brand image.
Secondary Branding issue and Lenovo's efforts to address the same
Issue – Brand Awareness of Lenovo outside the Chinese market was very low. During the brand
awareness survey conducted at least half of the IT respondents were found to be unaware of the
brand. Countries either had a lower

The Sensual Interior : Does It Promote Physical, Emotional...
DESIGN RESEARCH DOCUMENT
HOLISTIC HEALTH CENTRE
THE SENSUAL INTERIOR – DOES IT PROMOTE PHYSICAL, EMOTIONAL AND
PSYCHOLOGICAL WELL BEING?
By
Lisa Napier
Supervised By
Joyce Fleming
Submitted to Glasgow Caledonian University, School of Engineering and Built Environment as part
of the requirements of the BA (Hons) Interior Design.
Word Count:
14th January 2016
TAble of
Contents
Introduction 1
THE BODY OF DISCUSSION 1
Synopsis 1
Client 2
Brief 2
Building & Location [1–5] 3
Aims & Objectives 5
Target Market 5
Practical Requirements 6
Statutory Requirements [6] 7
NON–DOMESTIC 7
Brand Identity 8
Case Studies 8
THE SENSUAL INTERIOR – DOES IT PROMOTE PHYSICAL, EMOTIONAL AND
PSYCHOLOGICAL WELL BEING? 9
Visually 9
Light 9
Design Character 9 ... Show more content on Helpwriting.net ...

In this report I will also be exploring the concept of the "Sensual Interior" and identifying whether or
not such an environment promotes physical, emotional and psychological well being in those who
utilize the desired area.
Client
The client is a Miss. Victoria Whitmore, a well known spiritual medium, Reiki master, Yoga master
and newly qualified holistic therapist who has decided to open and work within her own space.
Miss. Whitmore's philosophy in life it that;
"We are all part of one force, one energy, one universe and we should all act as such. Treat the world
and everything in it with kindness, compassion and love."
She is a firm believer in rebirth, both spiritually and materialistically. Her main focus is helping
people through spiritual and holistic healing. She has a team of 5 other holistic therapists and life
coaches who will also be working along side her within Holistic Health Centre.
The environment and nature are very important to Miss. Whitmore as she believes we are all
connected and if we care for and nourish the environment around us it will care for and nurture us in
return.
Brief
The interior design proposal for this project is to create an innovative and unique design for an up–
to–date Holistic Health Centre. We will be using the

The Difference Between Building a Powerful Online Brand or...
The Difference Between Building a Powerful Online Brand or Building a Powerful Brand Online
Building a powerful online brand is different from building a powerful brand online. The Internet is
seen as a new marketing model, especially for direct marketing. Although it offers exciting potential
for marketing communications (MarCom), it can rarely stand alone as a brand–building tool just as
direct marketing cannot. Companies should utilize the Internet as a marketing mechanism, not the
marketing mechanism, and strategically fit it into the overall MarCom mix. Many marketers are
separating the Internet from the MarCom mix, forming independent e–marketing or ... Show more
content on Helpwriting.net ...
Web ads must be carefully balanced to entice consumers and not annoy them. At the company's site
is where greater creativity showcasing Web designers' skills can be released without consumer
resentment. With a lot to view in a small space on Web ads, MarCom specialists need to take the
appeal of print mediums, combine them with the pizzazz of television ads, add a splash of Web
designer creativity pitched at a particular consumer segment and create an impacting and quality
Web ad. That is made easier with emerging technologies that allow for animation, higher quality
sound, and quick uploading times.
In the digital world, consumers control ad exposure because Web ads are easily resentful. Marketers
have a challenge in getting consumers to click on their ads; only 21 percent of Internet users polled
said they never clicked on Internet ads, an another 51% said they clicked only rarely. Using Web ads
with the infrastructure of the Internet today as a branding tool cannot be achieved by Web ubiquity
either. Amazon.com and Priceline.com seem to be everywhere on the Interned and still they both
heavily rely on other mediums to achieve a strong online brand. In fact, they are probably among the
most recognizable online brands to date.
Most branding efforts are conducted offline because they're proven more effective. Dell is one of the
largest ad spenders in tech trade magazines and runs a $100 million–plus branding campaign almost
entirely on TV. Dell hopes

Mary Kay Inc. Building A Brand
Mary Kay Inc., Building a Brand in India
1. Is Mary Kay an "international firm", a "multinational firm", or a "transnational firm" as defined in
this course and based on its marketing strategy? Why?
Mary Kay Inc. is a transnational firm that specializes in cosmetic products for women. Mary Kay
Ash founded Mary Kay in 1963 with the purpose of helping women achieve personal growth and
financial success. Mary Kay has established principles and priorities that apply to every aspects of
their business since their establishment. The Golden rule, "do unto others as you would have them
do un to you," is the main standard by which they operate ("MARKETING", Kerin, Hartley &
Rudelius, 189). Today Mary Kay is one of the world's largest direct selling companies with more
than $3 billion in annual wholesale sales worldwide. Mary Kay's high–quality skin care and color
cosmetics products are sold in more than 35 countries around the world.www.marykay.com.)
Through global marketing strategies, Mary Kay is able to translate their message and sell their
products to women all across the world with exceptional success. Mary Kay looks at the market and
cultural similarities between countries, finds the differences in the market, and adapts accordingly
(Marketing 170). They then draw conclusions on how to market their products to their target
audience. Mary Kay's success in China causes them to market their products in India with similar
methods due to the countries cultural similarities.

A 20 Billion Wall: Annotated Bibliography
A 20 Billion Wall: an Annotated Bibliography
Brand, Anna. "Donald Trump: I would force Mexico to build border wall." MSNBC. June 2015.
Web. March 2017. http://www.msnbc.com/msnbc/donald–trump–i–would–force–mexico–build–
border–wall. Brand shows what Trump said about his famous wall and who is going to build it. She
quotes what he said in an interview, basically showing his hate to Mexican people and how much he
wants them out of this country by building a wall. She quotes how he describes Mexicans as rapists
and criminals, which is absolutely false by the Mills Method of difference. Additionally, Brand
quotes how he is going to force them to build the wall or he is going to take away their money for
the wall. Brand uses several interviews ... Show more content on Helpwriting.net ...
They talk about how the government is trying to raise money for the wall, which they barely have 20
million from 20 billion or more they need. The authors use the opinions or answers from
Republicans and other people from the government, to support what they are talking about. Such as,
a report from the U.S. Customs and Border Protection that said that the illegal crossing dropped 40
percent in just a month. Which is good news for Trump and his plan to stop illegal immigrants
coming to this country. But also, made people from the government realize if is it worth wasting 20
billion for wall when we are already seeing good numbers without a

The Development Of Heritage And Vacant Building Stock
Dorf is a consulting firm specialising in adaptive reuse development of heritage and vacant building
stock. We will provide strategic packages for developers, architects, planners and government
agencies. We believe that the adaptive reuse of our heritage and aging built landscape is fundamental
to environmental, social and cultural sustainability. Dorf advocates preservation through adaption,
rather than blunt conservation and isolation. We believe that more attention and consideration is due
to the respectful adaptive reuse of our Post War and modernist heritage, particularly in Brisbane. In
the future, we aim to evolve our practice to include roles as developers, beginning with the
development of a small scale reuse project in the next ... Show more content on Helpwriting.net ...
The Property Council of Australia has also indicated that Grade B commercial property is
experiencing an increased vacancy rating, the secondary market of office property in Brisbane rising
to 23% vacancy in 2016. In response to this, there has been a push from the City and Property
councils to adapt such buildings into residential apartments, student accommodation, retirement
living and hotels. Brisbane's 41 George Street office tower is a key example of a piece of Brisbane's
Post War heritage with current potential for adaptive re–use projects, with speculative plans to
transform the recently sold building's 1,021sqm floor plate into refurbished offices, a hotel,
residential apartments and student accommodation.
The combination of the increased demand for inner–city housing against high vacancy rates for
office buildings is providing lucrative development opportunities for adaption into residential
apartments. The forecast for house price growth in 2016 was 17% in Perth, 6% in Adelaide, 6% in
Melbourne, 8% in Darwin, 19% in Sydney and 16% in Brisbane. Developers are looking towards
the adaptive reuse of C and D grade office space across Australia capital cities into residential
buildings. The economic prospects for adaptive reuse as residential apartments across Australian
capital cities were verified by research conducted by JLL

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