Importance of Work-Life Flexibility

Human Resource Management

Work Life Balance and Wellness in Organizations

Human Resource Management

What is Work Life Flexibility?

Modern Management Concepts

The Relevance of Stakeholder Management in International Business Context

International Business

Why Business Models Matter in Business?

Modern Management Concepts

Importance of Strong Brands in Marketing Strategy

Louis Vuitton, Gucci, Chanel, Nike, Adidas, coke-cola all are the famous brand name in the today’s global market. Brand is not set up suddenly, but it is a perception formed from experiences and communication. Simultaneously, brand help distinguish products and services from other competitors and prompt the consumer to remember information related to the brand. A strong brand makes people more aware and engage in its brand image, more satisfy with brand product quality and willingness to pay a premium price for it. Therefore, organization could earn more profit from a strong brand product, and also contain the customer and gaining trust and loyalty from them. Consumer’s perception for a brand is important for consumer to differentiate the brand product. For consumer, brand is a symbol of high class; it is signal of high quality and stands for high percentage of satisfaction. However, a brand has their own target audienceContinue reading

Abey Francis

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. At the same time, a brand can also represent a conceptualization of the values that a product espouses, hence how these values can differentiate one product from another, and influence a consumer’sContinue reading

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. Sensory branding attempts to foster a lasting emotional connect between the brand and the consumer, using a deliberate design and deployment of interaction with the senses. In brand communication, all the five senses need to be evoked to create optimum impactContinue reading

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. This is derived from human behavior scientist Morris (Desmond Morris) of the study, as well as his in the ‘Naked Ape’ (The Naked Ape) a book on human primitive deep study animal behavior. The original drivingContinue reading

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; Have a changing level of quality, The consumer has to become involved in the consumption of a service actively, 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. Brand Structures for Services Industries As for services, marketers use the companies name – a so called corporate brand – as the overall family brandContinue reading

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. People don’t see copy as stealing. People don’t find anything wrong in making a video copy of a hit feature film and selling it or hiring out. People defend their behavior by saying: ‘Everybody does it! I won’t get caught! Or no one reallyContinue reading

Abey Francis