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

General Business Articles

Concept of National Innovation Systems

International Business

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Management Case Studies

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

Human Resource Management

What Is a Contact Center and Its Role in the Customer Journey?

General Business Articles

Brand Hierarchy

A brand hierarchy is a means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products, revealing the explicit ordering of brand elements. By capturing the potential branding rela ­tionships among the different products sold by the firm, a brand hierarchy is a useful means of graphically portraying a firm’s branding strategy. Specifically, a brand hierarchy is based on the realization that a product can be branded in different ways depending on how many new and existing brand elements are used and how they are combined for any one product.… Read the rest

Abey Francis

Brand-Product Matrix

To characterize the product and branding strategy of a firm, one useful tool is the brand-product matrix, a graphical representation of all the brands and products sold by the firm.  In the brand-product matrix  all products offered under different brands are represented by columns. This helps marketers understand the current brand line and explore further opportunity in expanding the product line. In the brand-product matrix  all current existing brand are represented in form of rows referred to as brand portfolio. The brand portfolio analysis is essential to design and develop new marketing strategies to target a given product category.

Brand-product matrix helps in showcasing different brands in any given product category.… Read the rest

Abey Francis

Brand Licensing

Licensing is a contractual agreement whereby a company allows another firm to use its brand name, patent, trade secret or other property for a royalty or a fee. Licensing also assists companies in entering global markets with minimal risk. Essentially, a firm is ‘renting” another brand to contribute to the brand equity of its own product.

A strong brand often has associations that may be desirable in other product categories. To capitalize on this value, a firm may choose to license its name, logo or other trademark item to another company for use on their products and merchandise. Traditionally, licensing has been associated with characters such as Garfield the cat, Barney the dinosaur, and Disney’s Mickey Mouse or celebrities and designers such as Maratha Stewart, Ralph Lauren and Tommy Hilfiger.… Read the rest

Abey Francis

Building Strong Brands: Why Is It Hard?

In today’s competitive market, a brand can only achieve success if it can connect with consumers and effectively communicate its unique qualities in a way in which they create a positive impression in the minds of consumers. The brand builder who attempts to develop a strong brand is like a golfer play ­ing on a course with heavy roughs, deep sand traps, sharp doglegs, and vast water barriers. It is difficult to score well in such conditions. Substantial pressures and bar ­riers, both internal and external, can inhibit the brand builder. To be able to develop effective brand strategies, it is useful to understand these pressures and barriers.… Read the rest

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Strategic Recruitment

Recruitment is a key HRM activity. Organizations to survive and grow need to attract candidates who are qualified to help them achieve their objectives.   Effective recruitment does this by locating and attracting potential candidates to job openings within the organization. Such applicants form a pool from which candidates who most closely meet the job specifications can be offered employment. Recruitment begins with the identification of human resource requirements and ends with the receipt of an application. It immediately precedes the selection process and involves attracting qualified and interested candidates from either inside or outside the organization. It is a two way process.… Read the rest

Abey Francis

Use of Personality Tests in Employee Selection

Personality or temperament tests are designed to measure basic aspects of an applicant’s personality, such as degree of introversion/extroversion, emotional stability and motivation. Personality tests are the most difficult tests to evaluate and use in employee selection. This is because the concept of personality itself is hazy and the relationship between performance on the job and personality is often vague or nonexistent.   In addition, the applicant can easily fabricate answers. Consequently, personality tests tend to have very limited value in employee selection and their use may be extremely difficult to justify if challenged by EEO authorities.   Finally, some tests may include questions that could be regarded by applicants as an invasion of privacy.  … Read the rest

Abey Francis
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