Abey Francis

Abey Francis, a freelance writer and a professional blogger who enjoys the challenges of creativity and attention to detail. He has published many articles and editorials regarding management on different blogs and online journals. His articles stimulate thinking of corporate managers on key issues of organizations and management. His research interests focus on international management, International trade finance, Investment management, leadership, social capital and knowledge management in enterprises and cross-culture studies.

ERP Process

Enterprise Resource Planning software offers you many modules which are tightly integrated with each other. The modules handle all functions related to engineering, Sales, planning, materials, manufacturing, finance, HR etc. Multiple locations can be seamlessly integrated into a single ERP System.

Process is nothing but a systematic flow of work done. Process management is defined as the collection of activities corresponding to the planning and observing the effectiveness of a certain business process. This is true to ERP process too. ERP implementation some times calls for cultural changes in the enterprise. Typically ERP process has the following stages. Strategic planning, Readiness assessment, Vendor assessment and selection, Plan for Implementation, Implementation and post Implementation Assessment.… Read the rest

Abey Francis

ERP Planning

Enterprise Resource Planning (ERP) is an integrated information system to take care of all departments within an enterprise. An ERP system generally includes software for sales, manufacturing, materials management, accounts receivable and payable, general ledger, warehousing, transportation etc. Many ERP systems also offer human resource management module or HRIS. Lot of effort is required for ERP planning and implementation. First step of automating your enterprise is to set up a committee to look into the requirement and feasibility of various ERP systems, which may lead eventually to ERP planning.

The first stage is ERP planning and organizing. Two types of questionnaires may be prepared.… Read the rest

Abey Francis

New Products and Brand Extensions

When a firm introduces a new product, it has three main choices as to how to brand it:

  1. It can develop a new brand, individually chosen for the new product.
  2. It can apply, in some way, one of its existing brands.
  3. It can use a combination of a new brand with an existing brand.

A brand extension is when a firm uses an established brand name to introduce a new product. When a new brand is combined with an existing brand, the brand extension can also be called a sub-brand. An existing brand that gives birth to a brand extension is referred to as the parent brand.… Read the rest

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Abey Francis

Brand Value Proposition

The bottom line is that unless the role of a brand is simply to support other brands by providing credibility, the brand identity needs to provide a value proposition to the customer.

What is a brand value proposition?

Brand value proposition is a statement of functional, emotional, and self-expressive benefits delivered by the brand that provide value to the customer. An effective brand  value proposition should lead to a brand–customer relationship and drive purchase decisions.

The central concepts of functional, emotional, and self-expressive benefits of brand  value proposition  are explained below.

1. Functional Benefits

The most visible and common basis for a brand value proposition is a func ­tional benefit–that is, a benefit based on a product attribute that provides functional utility to the customer.… Read the rest

Abey Francis

Brand Identity Traps

Brand Identity Traps represent approaches to creating an identity that are excessively limiting or tactical and that can lead to ineffective, and often dysfunctional, brand strategies. After these brand identity traps have been analyzed, a broader identity concept will be developed, its scope and structure discussed, and the value proposition and credibility that flow from it examined.

The Brand Image Trap

Knowledge of the brand image (how customers and others perceive the brand) provides useful and even necessary background information when developing a brand identity. In the brand image trap, however, the patience, resources, or expertise to go beyond the brand image is lacking, and the brand image becomes the brand identity rather than just one input to be considered.… Read the rest

Abey Francis

Brand Identity

A person’s identity serves to provide direction, purpose, and meaning for that person. Consider how important the following questions are: What are my core values? What do I stand for? How I want to be perceived? What personality traits do I want to project? What are the important relationships in my life?

A brand identity similarly provides direction, purpose and meaning for the brand. It is central to a brand’s strategic vision and the driver of one of the four principal dimensions of brand equity associations, which are the heart and soul of the brand. Nestle uses the term brand constitution to reflect the importance and reverence with which a brand identity should be held.… Read the rest

Abey Francis
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