|
Branded Asset Management
Branded asset management refers to the implementation of brand modifications and life-cycle management of branded assets. These branded assets include media, products and other items which feature an organisation or other brand. Background Branding emerged as a top management priority around the 2000’s due to the growing realization that a brand is one of the most valuable assets that a firm can have. A brand is more than just a name on a stationery, clothes, plant, or equipment.Clifton, R., and Simmons, J. (2003) "Brands and branding", The Economist. It carries meaning to all stakeholders and represents a set of values, promises and even a personality of its own.Clifton, R., and Maughan, E. (2000) "Twenty five visions: the future of brands", New York University press. Most companies with the biggest increases in brand value operate as single brands all over the world. The goal of many corporations today is to create consistency and impact, both of which are a lot easier to m ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands. The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians, who are known to have engaged in livestock branding as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or com ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Product Lifecycle Management
In industry, Product Lifecycle Management (PLM) is the process of managing the entire lifecycle of a product from its inception through the engineering, design and manufacture, as well as the service and disposal of manufactured products. PLM integrates people, data, processes and business systems and provides a product information backbone for companies and their extended enterprises. History The inspiration for the burgeoning business process now known as PLM came from American Motors Corporation (AMC). The automaker was looking for a way to speed up its product development process to compete better against its larger competitors in 1985, according to François Castaing, Vice President for Product Engineering and Development. Lacking the "massive budgets of General Motors, Ford, and foreign competitors … AMC placed R&D emphasis on bolstering the product lifecycle of its prime products (particularly Jeeps)." After introducing its compact Jeep Cherokee (XJ), the vehic ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Management
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain. Definitions In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among compe ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Project Stakeholder
Project stakeholders are persons or entities who have an interest in a given project. According to the Project Management Institute (PMI), the term ''project stakeholder'' refers to "an individual, group, or organization, who may affect, be affected by, or perceive itself to be affected by a decision, activity, or outcome of a project". ISO 21500 uses a similar definition. Stakeholders may be located inside or outside an organization, including: # the project's sponsor; # those with an interest or the potential to gain from the successful completion of a project; #anyone who may have a positive or negative influence in the project completion. Example roles The following are examples of project stakeholders: * Project leader * Senior management * Project team members * Project customer * Resource Resource refers to all the materials available in our environment which are technologically accessible, economically feasible and culturally sustainable and help us to satisfy our need ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Global Marketing
Global marketing is defined as “marketing on a worldwide scale reconciling or taking global operational differences, similarities and opportunities in order to reach global objectives". Global marketing is also a field of study in general business management that markets products, solutions and services to customers locally, nationally, and internationally. International marketing is the application of marketing principles in more than one country, by companies overseas or across national borders. It is done through the export of a company's product into another location or entry through a joint venture with another firm within the country, or foreign direct investment into the country. International marketing is required for the development of the marketing mix for the country. International marketing includes the use of existing marketing strategies, mix and tools for export, relationship strategies such as localization, local product offerings, pricing, production and distr ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Consumers
A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. The term most commonly refers to a person who purchases goods and services for personal use. Consumer rights “Consumers, by definition, include us all," said President John F. Kennedy, offering his definition to the United States Congress on March 15, 1962. This speech became the basis for the creation of World Consumer Rights Day, now celebrated on March 15. In his speech : John Fitzgerald Kennedy outlined the integral responsibility to consumers from their respective governments to help exercise consumers' rights, including: *The right to safety: To be protected against the marketing of goods that are hazardous to health or life. *The right to be informed: To be protected against fraudulent, deceitful, or grossly misleading informat ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
.jpg "Click for more on -> Brand")
_(14597240757).jpg "Click for more on -> Consumers")