From marketing to image, to branding Essay Example for Free

From marketing to image, to branding Essay Introduction My presentation is based on branding as a business tool for marketing. The presentation will provide the concept of brand based on the strategies, importance, and influence of branding and to the consumers and towards the end provide a case study of McDonald’s Company for the case study of branding. Firstly, Hill (2002, p. 79) defined brand as a symbol or a name that businesses use in order to identify their products and use them to separate from the competitors. He further argues that brand development forms a foundational piece of the business marketing communication industries cannot do without. Reasonably, speaking, there are numerous brand types that may either represent a corporate or personal brand. We must note that in the current globalization and technology driven world, branding has become increasingly significant than over the previous decades. My research on business branding features the collection of science and psychology to form a premise mark as opposed to a trademark. The brands of the business convey the information of credibility, uniform quality, and experience of the business. Brands have life cycles, valuable and outlive the products. Today, numerous companies invest the value of the business in their brand and it has appeared in their balance sheet. The world has become online and numerous markets are growing across nations that have seen the consumers use brands in their purchases. The importance of brands is, therefore; Assisting in the identification of the business. The business that uses branding can clearly be seen, quickly identify and sought after-products. Branding allows time and energy saving through practicality through loyalty and identical purchasing. The customer is guaranteed of finding the same quality irrespective of time and place of buying the product Branding provides common self-image that is presentable to others It allows for satisfaction brought through intimacy and familiarity with the brand that the consumers have using for years. Branding provides ethical standards in business due to satisfaction linked to the responsible brand behavior in its societal relationships. Branding Strategy This refers that firms mix and match the name of their brand and the products they offer. The degree of synergy between the product brand and the corporate brand depends on the architecture of the brand (Hill 2002, p. 124). I found the following brand strategies as identified by scholars; Corporate and individual branding House of brand and brand house, including sub-brands and endorsed brands Weak endorsement, no endorsement, strong endorsement, and medium endorsement. Delineated three types of brand strategy, continuum monolithic strategy, branded strategy, and endorsed brand strategy. Endorsement brand strategy, token endorsement, and weak endorsement. Influence of Branding to Consumers and Business The legally protected brands are significantly important in the modern marketing. Branding has several influences on the business and the customers. Firstly, branding brings psychological effect that affect the consumers by urging them to choose a specific product over the other based on perception rather than hard facts. I read from the work of Hill (2002, p. 143) that indicated that brands can automatically activate the goals of purchase in individuals without conscious or awareness intent. Likewise, Hill (2002, p. 143) further writes that brands offer promise of performance by the business by assuring the customers of the quality, safety, and other ethical obligations of the product. Further, it is indicated that the socio-culturally based brands present the role of brands through research. Brand satisfaction is a good reason for a customer to choose a specific product over the other. Case Study of McDonald’s Branding Success The case study I used was a well-known industry across the globe. With the globalization era, currently; it is easier for brands to show their presence globally in various cultures. Reading from Hill (2002), business operation in a foreign cultural atmosphere comes with changes in the strategies of the business, advertising, functioning and branding campaign. A case study of the McDonald’s different marketing strategies can best exemplify the global marketing strategy. The company originated in the U.S. in 1940 as a street restaurant and currently serves in 199 countries across the globe. According to Kulkarni, Lassar, Sridhar and Venkitachalam (2009, p. 12) the company’s brand is supported by a highly successful brand campaigns.   In each of all the branding campaigns of the McDonald’s Company, it has prioritized on social values of the target audience that has made functioning as a resilient possible. The comparison of the branding campaign in two completely economically and culturally diverse countries, India and Australia, shows the company’s effective resilience. My investigations reveal that the company ventured in India in 1996 and in Australia in 1971, but there exists a considerable gap in chronology. It is understood that the company adopted the dissimilar marketing strategies using similar brand values that were quality, service, cleanliness and value (QSC V). Using this strategy, the company excelled in both the markets in a way that the societies never thought that it was an American brand. The reasons for brand success of the case study company were, perhaps, numerous (Encyclopedia of global brands 2013, p. 677). However, excellent market research tops the list. The ever-growing process of market research has assisted the marketers to analyze the environment of marketing and define the marketing strategies and product-market fit. Through market research, Light, Kiddon, Till, Heckler, Mathews, Wacker, Brunner, Emery and Hall, (2012, p. 67), writes the company realized the obligation to involve in the local culture. Social marketing, according to McDonald’s (2013, p. 221) assisted the company develop the socially accepted product and satisfies the customer needs better than that of the competitors. Currently, the company runs 780 outlets in Australia and 300 outlets in India. Therefore, the best achievement of the company is through its branding that successfully transformed itself into the local image and fulfilled the brand promises. The people believed in QSC V that was fulfilled and the TV campaigns often focused on customer relationships. References Encyclopedia of Global Brands. (2013). vol. 2, K-Z,  Ã‚   2nd edn, St. James Press, pp. 675-680 Hill, C. W. L. (2002). International business competing in the global marketplace. New York, McGraw-Hill Irwin. KonecÃŒÅ'Nik Ruzzier, M., Ruzzier, M. (2007). From marketing to image, to branding. IV Seminari Internacional DInnovacioÃŒ  I Turisme Turisme Branding: La Clau Per Al Desenvolupament TuriÃŒ stic, Palma De Mallorca, 26, 27 I 28 Setembre 2007. Kulkarni, S, Lassar W, Sridhar C Venkitachalam A. (2009). McDonald‟s OngoingMarketing Challenges and Social Perception in India‟, Online Journal of International  Case Analysis, vol. 1, Issue 2, last viewed 23 Sept 2013,  http://ojica.fiu.edu/index.php/ojica_journal/article/view/19/18  11. Light, L., Kiddon, J., Till, B., Heckler, D., Mathews, R., Wacker, W., Brunner, R., Emery, S., Hall, R. (2012). Branding strategies for success. [Upper Saddle River, NJ], FT Press. http://proquest.safaribooksonline.com/?fpi=9780133039030.

The KKK versus the Anti-Klan Movement Essay -- Essays Papers

The KKK versus the Anti-Klan Movement The Knights of the Ku Klux Klan is the oldest and largest gathering of White Christian men and women. As the oldest White's Right group in the world, members of the Ku Klux Klan face much criticism from the rest of society and are constantly trying to break down the negative stereotypes and connotations that are associated with the KKK. In fact, the Confederate flag is now in question as a device to distinguish the organization as it has been deemed a symbol of bigotry and injustice toward African Americans in the south. In this paper, we will first look at the KKK as an organization and the principles upon which they were founded. Later, we will look at the claims that the KKK is not a "hate" group and the reasons why others feel differently. We will also examine other groups and their feelings for and against racism. There are literally hundreds of organizations world-wide for and against racism. We will look at some of these groups, and how some share the similar beliefs as the Ku Klux Klan and others as they combat the evil the KKK spreads. The Knights of the Ku Klux Klan was founded on Christmas Eve in 1865 in Pulaski, Tennessee. Following the Civil war, the Klan was formed by the former Confederate General Nathan Bedford Forrest in order to protect the wives and children of the Confederate dead. The rise of this organization after the Civil War was also due largely to the fact that Jews were profiting from negro's work on cotton plantations. This is why the Confederate men and women had so much hostility toward Jews and negros. Forrest originally named the group "Kuklos Klan," a mixture of Greek and Scottish meaning "family circle." Many branches of the group sprang up all over th... ...97. "Stormfront White Nationalist Resource Page." http://www.stormfront.org/ March 24, 1997. "Aryan Nations/KKK Rally." http://www.coil.com/~ara/rally.html April 1, 1997. "Ku Klux Klan." http://xroads.virginia.ed April 1, 1997. "FAQ of the KKK." http://www.danger.com/kkk March 24, 1997 "Town Continues to Fight Against Klan." http://www.tcac.com/~steveb/pulaski.html April 9, 1997. "On the Scene." http://louisville.com/loumag/june/scene6.htm April 9, 1997. "Klan Launches Ugly Attack on Indiana's Amish." http://www.communinet.org/News_Journal/klan.html April 9, 1997. "KU KLUX KLAN." http://www/media.utah.edu/medsol/UCME/k/kkk.html March 24, 1997. "Anti-Racist Action~Columbus." http://www.infinet.com/~keep/ara.html April 1, 1997. "Other Sites: Anti-Racist Resources." http://www.almanac.bc.ca./othersites/related-anti.html April 1, 1997.

Both Stories Bestow Us Characters Essay

Both characters deserve our sympathy as they are all affected by class distinction. The title, â€Å"The stolen party† itself foreshadows the ending of the story and builds up tension. Rosaura in â€Å"The Stolen Party† is affected by her simply not knowing the verity that she would be affected by her going to the party, regardless of her mother revealing her the veracity and consequences of her going to the party. Although before her entering the party, Rosaura gives her skirt a â€Å"slight toss† This emphasizes her acute confidence in entering the party, as Rosaura assumes everything will be lovely. During the party everything appears to be very well to her eyes, as she thinks all the small little tasks, â€Å"Hotdogs†, â€Å"Orange Juice† and â€Å" The cutting of the birthday cake† given to Rosaura by Senora Ines, which boost her confidence, thinking she is responsible and feeling like a higher class person although the reality is that she is being used. Before the climax, Rosaura’s mother is highly apprehensive as they both reach the Climax, which is when they meet Senora Ines. When Senora Ines reaches out for the bill, this builds up even more tension causing, and then when she gives out the bill, standing â€Å"Motionless† This is the last advent of Sympathy and at simultaneously the ultimate sympathy felt by readers. towards Rosaura in â€Å"The Stolen Party†. In â€Å" The Martyr† The technique that contrasts from â€Å"The stolen Party† is satire, which are used by the ignorance of two characters Mrs. Smiles and Mrs. Hill. Other techniques that vary from â€Å"The Stolen Party† are use of italics, inverted columns, dialogue and parenthesis. Although there is a high difference in where the story takes place in â€Å"The Martyr† which is during the time of colonialism in Africa where prejudice comes from all the colonialists. This can be proven by how Mrs. Hills and Mrs. Smiles â€Å"Gossip† , â€Å"Criticize† and â€Å"Judges† the local Kenyan people, This causes the reader to feel sympathy for not only Njoroge but all the Kenyan people in general. The similarity in techniques in â€Å"The Stolen Party† and â€Å"The Martyr† are the titles which both foreshadow the ending of stories, which bring the  Ã¢â‚¬Å"Ultimate† Sympathy in both stories, Conflict again appears in both stories but differently as in â€Å" The Stolen Party† the conflict between Rosaura and Senora Ines is externally , this can be shown at â€Å" The look â€Å" Rosaura gives Senora Ines at the end. Rosaura and Njoroge both justify sympathy from the readers, but Rosaura is much younger than Njoroge, and isn’t aware of class distinction at all, while on the other hand Njoroge does not deserve the ending that happened on the other hand Rosaura has been warned numerous times by her mother. So, Njoroge does deserve more sympthay from the readers than Rosaura does. In conclusion to this essay, both characters generate sympathy from the reader’s successfully, although due to Rosaura’s naivety , and Njoroge’s ending generated more sympathy, since it could be avoided. The reader therefore can asses that Njoroge deserved more sympathy from the readers.

What Is Cultural Hegemony

Cultural hegemony  refers to domination  or rule maintained through ideological or  cultural means. It is usually achieved through social institutions, which allow those in power to strongly influence the values, norms, ideas, expectations, worldview, and behavior of the rest of society. Cultural hegemony functions by framing the worldview of the ruling class, and the social and economic structures that embody it, as just, legitimate, and designed for the benefit of all, even though these structures may only benefit the ruling class. This kind of power is distinct from rule by force, as in a military dictatorship, because it allows the ruling class to exercise authority using the peaceful means of ideology and culture. Cultural Hegemony According to Antonio Gramsci Fototeca Storica Nazionale/Getty Images   The Italian philosopher Antonio Gramsci developed the  concept of cultural hegemony out of Karl Marx’s theory that the dominant ideology of society reflects the beliefs and interests of the ruling class. Gramsci argued that consent to the rule of the dominant group is achieved by the spread of ideologies—beliefs, assumptions, and values—through social institutions such as schools, churches, courts, and the media, among others. These institutions do the work of socializing people into the norms, values, and beliefs of the dominant social group. As such, the group that controls these institutions controls the rest of society. Cultural hegemony is most strongly manifested when those ruled by the dominant group come to believe that the  economic and social conditions of their society are natural and inevitable, rather than created by people with a vested interest in particular social, economic, and political orders. Gramsci developed the concept of cultural hegemony in an effort to explain why the worker-led revolution that Marx predicted in the previous century had not come to pass. Central to Marx’s theory of capitalism was the belief that the destruction of this economic system was built into the system itself since  capitalism is premised on the exploitation of the working class by the ruling class. Marx reasoned that workers could only take so much economic exploitation before they would rise up and overthrow the ruling class. However, this revolution did not happen on a mass scale. The Cultural Power of Ideology Gramsci realized that there was more to the dominance of capitalism than the class structure and its exploitation of workers. Marx had recognized the important role that ideology played in reproducing the economic system and the social structure that supported it, but Gramsci believed that Marx had not given enough credit to the power of ideology. In his essay â€Å"The Intellectuals,† written between 1929 and 1935, Gramsci described the power of ideology to reproduce the social structure through institutions such as religion and education. He argued that societys intellectuals, often viewed as detached observers of social life, are actually embedded in a privileged social class and enjoy great prestige. As such, they function as the â€Å"deputies† of the ruling class, teaching and encouraging people to follow the norms and rules established by the ruling class. Gramsci elaborated on the role the education system plays in the process of achieving rule by consent, or cultural hegemony, in his essay â€Å"On Education.† The Political Power of Common Sense In â€Å"The Study of Philosophy,† Gramsci discussed the role of â€Å"common sense†Ã¢â‚¬â€dominant ideas about society and about our place in it—in producing cultural hegemony. For example, the idea of â€Å"pulling oneself up by the bootstraps,† the idea that one can succeed economically if one just tries hard enough, is a form of common sense that has flourished under capitalism, and that serves to justify the system. In other words, if one believes that all it takes to succeed is hard work and dedication, then it follows that the system of capitalism and the social structure that is organized around it is just and valid. It also follows that those who have succeeded economically have earned their wealth in a just and fair manner and that those who struggle economically, in turn, deserve their impoverished state. This form of common sense fosters the belief that success and social mobility are strictly the responsibility of the individual, and in doing so obscures the real class, racial, and gender inequalities that are built into the capitalist system. In sum, cultural hegemony, or our tacit agreement with the way that things are, is a result of socialization, our experiences with social institutions, and our exposure to cultural narratives and imagery, all of which reflect the beliefs and values of the ruling class.