Managing Global Brands
by In a world of globalisation, multinational companies and expanding online commercial and social interactions, global brand management has evolved into a complex and ever changing …
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Brand Positioning and differentiation strategies
Positioning and differentiation are very closely related marketing strategies. Positioning is your strategy for conveying what makes your company or products bigger, different or better …
Stages of Concept Management for functional, symbolic and experimental Brands
FUNCTIONAL BRANDS A functional brand is typically bought to satisfy a functional need on the part of the consumer. Automobiles, cell phones, and dish soap …
Concept and Measure of Brand Equity
Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined as the differential impact of brand …
Social, Ethical and Legal aspect of Advertising
Social role of Advertising There are some positive and some negative aspects of advertising on the social ground. They are as follows. (i) Deception in …
Evolution of Different Media and Media Selection
Evolution of Different Media Advertising has experienced some major milestones – think the emergence of the printing press in the 1440s, or the huge impact …
Creative Strategy Development & Implementation
Marketing communication creativity It is important to examine the concept of creativity, how it applies to marketing communication, and the challenge firms face in developing …
Emerging Trends in CSR
By any count, the world is changing faster than ever before. Human numbers are growing faster, and the impact of our activities is being felt …
Environmental Challenges as Business opportunity
The key question for a manager, “how to make money and protect the environment at the same time?”, can be answered in a variety of …
Cost of Capital; EBIT–EPS Analysis, Capital Gearing/Debt Equity Ratio, Generation of Internal Funds
COST OF CAPITAL Source of capital may be owner’s equity, debt and retained earnings.A decision to invest in a project depends upon cost of capital …
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