Importance of Innovation Strategies in Organizations

Modern Management Concepts

Becoming a Better You: A Guide to Self-Learning While Working Full-Time

General Business Articles

Concept of National Innovation Systems

International Business

Case Study: Henry Ford’s Contributions to Organizational Behavior and Leadership

Management Case Studies

De Bono’s Six Thinking Hats: A Creative and Critical Thinking Model

Human Resource Management

Brand Attributes – Meaning, Components and Importance

In order to understand the meaning and importance of brand attributes, and their contribution to the creation of memorable and attractive brands, it is important to understand the significant difference between products and brands. A product is purely a physical thing, defined by physical attributes. For example, cola is a physical product made from a combination of caramel, caffeine, sugar, carbonated water and other colors and flavors. In contrast, a brand is a defined image and name associated with a specific firm’s products, and used to differentiate these products from those of competitors. As a result, a brand effectively represents the promise of quality for consumers, and the promise that a product will meet certain standards and expectations.… Read the rest

Abey Francis

Sensory Branding

In today’s highly competitive global environment, companies, on a constant basis, have to find new ways to position their brands in consumers’ mind. No amount of advertising and sales promotions can do any good if a brand does not confer a distinctive benefit. Brands need to be geared up to provide a complete package of functional, sensory and emotional experiences. Touching and triggering all the five senses of the consumers–touch, smell, sight, sound, and taste — creates a compelling brand experience. The more multi-sensory appeal that a brand has, the higher is the number of sensory triggers activated and resultantly, higher the bonding between the brand and the consumer.… Read the rest

Abey Francis

Sensory Marketing – The Experience Through The Senses

This is a new century, the brand concept, with the characteristics of faith, extended sensory perception. From the beginning of brand development and lead to the future of brand management of ‘all-round selling points’ – each brand has its own identity, message, shape, rituals and traditions, are to convey this recognition. Make good use of the concept of sensory branding into all-round new ways of marketing communication.

We often use a ‘brand pyramid’ of strategic thinking tools, to the deduction to find out how to connect between the consumer and the brand, associated, and in a behavioral science theory, ‘the driving force of human nature’ to interpret the impact of human behavior primitive instincts.… Read the rest

Abey Francis

Branding of Services

Branding for Service Industries

Although the principles for branding of goods and services are generally the same there occur some differences. These arise from the different natures of both categories. The main differences that influence branding policies are that services;

  1. Have a changing level of quality,
  2. The consumer has to become involved in the consumption of a service actively,
  3. They are intangible and not storable.

When a brand in general gives the consumer more confidence in his choice this is even more important for services. Their quality and other features are more difficult to asses. Because of their intangibility and complexity it is harder for the customer to distinguish between the offers from the wide range of service companies are working in the market place.… Read the rest

Abey Francis

Case Study on Business Ethics: Napster Copyright Infringement Case

Duplicating software for friends, co-workers or even for business has become a widespread practice. All software programs are protected by copyright laws and duplicating them is an offense. How, then, has making illegal copies become such a common and accepted practice in people’s homes and places of work?

Part of the answer revolves around the issue that software isn’t like some other intellectual property. Intellectual property is that which is developed by someone and is attributable directly to the thinking process. Software is different from a book in that anyone can easily copy it-and an exact replication is achievable. Another reason is related to cultural differences.… Read the rest

Abey Francis

Limited Editions as a Marketing Strategy

The term “Special Edition” or “Limited Edition“; when used in marketing management, intends to give the product something new and previously unseen in the regular edition. Limited Edition marketing strategy carries a sense of immediacy and exclusivity as the products would only be available for a short time and/or in limited numbers.

The term “Limited Edition” has its origin in the publishing industries where limited numbers of copies   of books are printed with top quality impressions. These limited editions are sold at a premium price. Although limited edition are sold at   premium, there are many FMCG companies which have implemented this concept minus the premium price.… Read the rest

Abey Francis
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