The Power of Branding and Service in Business Communications Essay

The Power of Branding and Service in Business Communications - Essay Example This can be attributed to the fact that in the market, there are several products and services, which offer the same benefits to the consumer. In order for an organization to be successful, the name it offers must have a distinct meaning that pushes the consumer into buying it. Even the most successful brands in the market ought to receive rebranding because customer trends are always changing. In addition, a brand’s credibility is very important because it ensures that clients are happy when they are associated with a certain product or service. Contents The Power of Branding and Service in Business Communications 1 Contents 3 1.The Power of Branding and Service in Business Communications 4 2.Background 4 3.Discussion 7 4.Summary 9 5.Conclusion 9 6.References 11 1. The Power of Branding and Service in Business Communications A brand resembles a design, term, name, symbol, or any other feature that differentiates a certain product from the others in the market. Although brandi ng resulted from cattle, a lot has changed and it can be seen in products like Coca Cola from the Coca-Cola Company. It is worth noting that products are not sold but they are bought, which means that they ought to have distinct features that a customer would not fail to realize. Importance of branding is to ensure that clients are aware of the products that they are looking for in the market. Customers control communications and the processes of information gathering meaning that they cannot be avoided when branding. Since customers have a huge role to play in the marketing of products as opposed to the past, it means that they determine what brings value in the goods and services that they buy. Internet connections and the advances that have been made in the information technology sector, ensure that customers share information between themselves without the knowledge of the manufacturer. In addition, customers might act like an organization’s advocates if the services and goods they receive from that organization are up to standard. This implies that marketing is made easier when an organization focuses on serving customers’ interests. Marketing trends have been shifting over the years but customers need to be satisfied by their trusted companies. This implies that branding has a big role to play when it comes to satisfying customers (Tiwari, 2012). 2. Background Studies have shown that branding and marketing are very important aspects in any business that wishes to have a competitive edge in the market. This can be attributed to the fact that the world of business has become very competitive thanks to globalization and as a result, organizations have to make their brands known in the market at any given cost. When customers go to the market, they choose to buy or not to buy a certain product, which means that branding comes in handy. Customers are the key to the success of any given organization. A logo, a truckload of PowerPoint printouts, a nd a theme line are the most important aspects when it comes to marketing (Rossiter & Bellman, 2012). Getting the message across is very important when it comes to branding. This is because customers choose brands, which they are confident in. It means that a customer would be tempted to buy a product or service from a company that she or he is associated with. This cannot be achieved if customers do not want to be associated with a certain brand. Customers ought to understand the importance of a certain brand based on its

The Purpose-Driven Life by Rick Warren Essay Example | Topics and Well Written Essays - 1750 words

The Purpose-Driven Life by Rick Warren - Essay Example It should also be highlighted that this book is not only aimed at a particular Christian denomination, say Protestant or Catholic, rather the author tackles a universal theme that most, if not all, churches can relate to. The book is divided into six major portions. The first part provides an overview on how one should perceive his purpose in life. In this chapter, Warren asserts that what is of utmost importance to human beings as God's creation is to know God's purpose in our lives. In this regard, our greatest achievement is to live for God's glory and purpose. With this, it should be realized that it is important to focus on God and in know His purpose for us. Focusing on ourselves, as what other instructional books suggest, would never reveal this purpose. In the five remaining chapters, Warren discusses the five basic purposes of our lives. The first purpose pertains to our glorifying God by worshipping Him. The type of worship that Warren refers is the one which is motivated by our love, gratitude and delight in God. We are able to glorify God by worshipping Him not only out of duty or obligation but wholeheartedly. The second purpose is to glorify God by loving other believers. ... This means that by becoming like Jesus, believers are able to reach spiritual maturity. Warren points out that in order or us to be like Jesus in our thought, emotion and action, change in character is needed. This may be very difficult considering human nature. Nevertheless, we are called to develop our character for the main purpose of glorifying God. The fourth purpose is related to our responsibility towards our fellowmen. According to Warren, we glorify God by utilizing God-given gifts to serve others. He asserts that God has granted us talents, skills and abilities which should be used not only for personal gain but more so for the benefit of others. The author explains that we are able to serve God by serving others. Such is the pathway to real significance and fulfilling one's purpose here on earth. The book ends with the fifth purpose that sends off readers with a mission. This mission entails glorifying God by telling others about Him. In this regard, we have a mission to evangelize others. Such requires the sharing of the Good News and helping others discover their purpose. Warren puts forth that living with a purpose is the only way to truly live. As such, we should be mindful not only of knowing our purpose but aiding others in discovering theirs as well. Personal Reflection Despite the advent of a culture that focuses on man as an independent entity, the substantial sales of Warren's The Purpose-Driven Life indicates how religion continues to play an important role in our lives. In this book, Warren tackles the main concerns in the aspect of religion, i.e. finding the purpose and meaning of life (Macionis). This may be the root of the worldwide commercial success of

Trademark Assignment Essay Example | Topics and Well Written Essays - 4000 words

Trademark Assignment - Essay Example The definition and nature of the tort of passing off as well as the protection accorded the registration of a trademarks will best illustrate the significance of passing off since the introduction of the registered trademark system. This paper is therefore divided into two parts. The first part of this paper is committed to the definition and nature of the tort of passing off. The second part of this paper will examine the trademark registration system and will analyse how it runs parallel to the tort of passing off. I. The Tort of Passing Off A. Definition and Essential Elements of Passing Off Passing off is a common law concept created by judges. Lord Parker’s definition of passing off in Spalding v Gammage (1915) sets out the general significance of an action for passing off. Lord Parker defined passing off as a prohibition against the representation of one’s goods as those of another.3 A more detailed definition of passing off is provided in the Advocaat case in whi ch Lord Diplock’s definition encapsulates the essential elements of passing off. In this regard, passing off is required to be made by virtue of a misrepresentation. This misrepresentation must be made by a business trader operating in the course of his business dealings. The misrepresentation must also be made to consumers with respect to the goods and services provided by the trader. The misrepresentation must be such that it is designed to bring about harm to the goodwill or the business of a comparative business. The misrepresentation must bring about actual damages to the goodwill of business or must be likely to bring about damages.4 The essential elements of passing off which ultimately defines the tort of passing off are more particularly delineated in the House of Lords decision in Reckitt and Colman Ltd. v Borden (1990). In this case, the House of Lords described what has come to be known as the classic trinity. The classic trinity sets out the three essential eleme nts that the claimant relying on the tort of passing off must prove. First the claimant must demonstrate that the claimants services or goods have established a reputation or goodwill that separates those goods or services from comparable goods or services. Secondly, there must be evidence that the defendant misrepresented his/her goods or services with the result that it creates confusion in that the goods or services offered by the defendant are mistaken for those of the claimant. Finally, there must be evidence that the claimant is likely to incur damages as a result of the misrepresentation.5 It therefore follows that that definition and the essential elements of passing off was trimmed down by the House of Lords in the Reckitt case to encapsulate three factors. What can be gleaned from the definition and essential elements of passing off is that it aimed at protecting the reputation attached to a trade mark rather than the mark itself. This aspect of the tort of passing off is demonstrative of its significance since the introduction of the trade mark registration system. Essentially, registration protects the mark whereas a parallel right of action exists in protection of the reputation and goodwill attached to the trademark. Therefore an unregistered trademark remains

Rita Dove Roast Possum What is Thomas Doing Essay

Rita Dove Roast Possum What is Thomas Doing - Essay Example He tells stories about a special horse and also about hunting possums. These are kind of folk stories, but the children love the stories because the evoke a distant time when the world was a different place. Part of the context of this different time is that African-Americans would not have been treated as proper people. Behind Thomas is an encyclopedia. Encyclopedias are supposed to be repositories of knowledge. They are supposed to be just the facts. But we can see that this book has racists facts such that African-American children stop being intelligent when they reach puberty. It is clear that the stories that the book tells are less true than the stories that Thomas is remembering of his youth. The encyclopedia is an official book which is full of so-called facts. Thomas's story is full of lingo and second-hand information, but Dove is implying that nevertheless Thomas's stories are much more true than the books, even if there are dozens of them fulling the shelves. These kind of stories, Dove is saying, tell us a lot about ourselves (Righelato, 87). Thomas' stories have embellishments but that only makes them more true, the poet suggests. They are full of old-time know how, which beats academic knowledge any day, Dove implies. When Malcolm asks Thomas about the horse, Thomas replies with more details about the possum.

The marginalised in A Modest Proposal Essay Example for Free

The marginalised in A Modest Proposal Essay The use of wit, sarcastic humour, irony, and ridicule to criticise and point out faults is used by the renowned author Jonathan Swift to once again, enthral the audience and readers with a proposal that is not so very modest. A Modest Proposal is considered by many to be one of the most well written and finest example of satire in world literature. His mere proposal for cannibalism as a method to bring justice and allow the citizens of Ireland at a time of depression, is insanely absurd however taking the persona of a well-intentioned economist and publishing it in the form of a pamphlet, the idea itself seems quite justifiable. Jonathan Swift uses the pamphlet as a way to exemplify and point out the problems that indeed harbour the entire country of Ireland. He assembles multiple points and facts which point out that Ireland is its own enemy. The dire poverty lingering in the streets and the position the families find themselves in are a significant example of this which is shown right from the start: â€Å"the roads, and cabin doors, crowded with beggars of the female sex, followed by three, four, or six children, all in rags and importuning every passenger for an alms.† He follows on by saying that the many number of children as well as the low income of the parents are indeed a huge problem for the people. There appears that nothing is being done at current to dissolve of the problem and the people find themselves at ends meet. Jonathan then writes about a possible solution which may be classified in modern times as being down right bordering on the edge of insanity. He devises a method that may help the workers and labourers find a way to rid of their problems and live a better life. His method being; using the children and simply put, make them their breakfast, lunch, dinner and clothing. What better way to start then to point out and critically assess the problems lingering in the country and propose a solution which may be the end to all the their problems. Multiple times mentioned throughout the pamphlet, brought out by sarcastic humour, papists as well as the English are put down by Jonathan suggesting that they are the cause to all their problems. His satire in turn becomes oblique and direct as he mentions that he â€Å"could name a country which would be glad to eat up our whole nation without it.† His allusion to England and its people also directly assaults the English misuse of Ireland. The workers and those who have nothing are very well left with null as England holds all supremacy over the country and its land. Jonathan points out at one point that there have been multiple sayings and solutions for the rampant condition of Ireland however, none have been taken into account and no action has been taken. He points out the number of ill people and those who cannot fend for themselves. His proposal comes into turn to annihilate the problems and treat those who have been treated with indifference and neglect with compassion and aid. A Modest Proposal an absolutely horrid yet imaginative proposal is one of the worlds finest pieces of satire and use of parody, sarcastic humour and absolutely disgraceful mentions, is a text which is an eye opener to many. The hidden message under all the blood and guts convey the action is that we must do what we can do while we have the opportunity. Do not wait on the side and let everything pass by. Those that are unable to do anything can thrive and those that work, beg or slave away of the street can be the beginning of a new age. A Modest Proposal deemed a masterpiece and as stunning example of the satirists art.

Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages Essay Example for Free

Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages Essay Scientific evidence that some products are not healthy Effect people with heart arrhythmias and insomnia Mix with alcohol Relaxed Drink Niche – abuse with prescription cough syrup As we look at this SWOT analysis of the alternative beverage industry we notice that there are some opportunities that they have created and are able to use in the future. Consumers’ choices are changing from the standard soft drink to alternative beverages. The key is to be sustainable by building up these products. The main opportunity to help with sustainability is to build brand loyalty. Try building up the knowledge and uses of your brands will help you gain the skills needed to continue building the brand. Porter’s five-forces model reveals that the overall alternative beverage industry attractiveness is high. Some beverage companies, such as PepsiCo and Coca-Cola, have mastered the art of brand building in the alternativebeverage market and have been rewarded with rapid growth rates. The rising population of health conscious consumers is increasingly leaning towards alternative beverages that are believed to offer greater health benefits. The strongest competitive force, or most important to strategy formulation, is the threat of entry of new competitors. Competitive pressure from rival sellers is high in the alternative beverage industry. The number of brands competing in sports drinks, energy drinks, and vitamin-enhanced beverage segments of the alternative beverage industry continue to grow each year. Both large and small vendors are launching new products and fighting for minimal retail shelf space. More and more consumers are moving away from traditional soft drinks to healthier alternative drinks. Demand is expected to grow worldwide as consumer purchasing power increases. Another strong competitive force is buyer bargaining power. Convenience stores and grocery stores have substantial leverage in negotiating pricing and slotting fees with alternative beverage producers due to the large quantity of their purchase. Newer brands are very vulnerable to buyer power because of limited space on store shelves. Top brands like Red Bull are almost always guaranteed space. This competitive force does not affect Coca-Cola or PepsiCo as much due to the variety of beverages the stores want to offer to the customer. As a result of this certain appeal, the two companies’ alternative beverage brands can almost always be found shelf space in grocery/convenience stores. Distributors, like restaurants, have less ability to negotiate for deep pricing discounts because of quantity limitations.

Economic Man Or Homo Economicus Business Essay

Economic Man Or Homo Economicus Business Essay Job design is a term that is widely used in the management of todays modern organizations structure as a strategy to increase their profitability and productivity. Daft, et al., 2010 It is mainly concerned with the process of planning, setting up and organizing systematic tasks within the organization according to the organizations needs and employees capability. In order for the strategy to be effective and efficient, management put the responsibility to their employees and explains how the implementation process of their organization work arrangement will be in their management system. (DuBrin, 2008) Virtual organization is an association that exists but cannot be physically seen by the naked eye. Its a concept that changed in line with the current vast developments. (Burn, J., et al., 2012) The virtual organization is very flexible and responsive because it does not necessarily require an office to operate but the existence of this virtual organization can be felt and experienced throughout the business process. Thurow (2011) states that business processes refers to the networking system used along the production process which conducted virtually through the way of communicating using electronic devices as the main telecommunication form. According to Parker, Craig and Craig (2008), matrix structured organization has the advantage of giving the opportunity for the top management to develop their skills in conducting and managing project-based strategy as well as gaining experience. It also practices a decentralization decision-making system that encouraging improvements of employees self motivation level as they have the chance to make decisions and act independently. Matrix structure organization also creates the flexibility of cross-communication system in exchanging information and ideas among the team members from different departments which can helps on saving time and cost. ( Gido and Clemens, 2008) Chain of command function as an organization system that showing how the operational and management within the organization works in a systematical manner to ensure efficient flow of work activities. It clarifies the organization reporting system between the subordinates to their superior which resulting as the unity of command. (Madura, 2007) According to Lunenburg and Ornstein (2011), it signifies the continues line of authority from the top managerial position to the lowest levels of an organization that showing the distinctive status, roles, responsibility, and the rights inherit in varies positions of the organization itself. Question 14 Maslows need theory consist of physiology needs, safety needs, social needs, esteem needs and self-actualization needs. Each level must be completely fulfilled before moving on to the next level. (Robbins, 2009) Physiology needs refers to our physical needs. Safety needs are needs of safety and security. Both levels are the low-order needs that can be satisfied internally. The high-order needs that can be satisfied internally are the social needs that seek for love and affection, then the esteem needs that refer to the needs of self-esteem and lastly the self actualization which is the needs of becoming fully matured human. (Shajahan, 2007) Question 7 Scientific management mainly focuses on the application of scientific method of study and also analysis into a problem which occur during management. Scientific Management basically referring on understands what one wants his subordinates to do and see it to be done efficiently and effectively. (Sahni and Pardeep, 2010) According to Murugan (2007), among the principles of scientific management are Science not rule of Thumb, scientific training and development of workers, close cooperation between employees and manager, equal division of works and also responsibility, maximum prosperity of employer and employee and mental revolutions. Question 15 Hackman and Oldhams Job Characteristics Model consists of five characteristic such as skill variety which means variety increases when overcome new problems each day and implementing various skills in completing tasks. Secondly, task identity, where employees working performances is acknowledgeable. Third, task significant is where an employee contributes positive result to the company. Fourth, autonomy is where the employees are given the freedom in planning while carrying out tasks. Lastly, the feedback where there will be an evaluation on employees performance in order to improve any deficiency. (Daft and Marcic, 2010) The application of these characteristic may increase the productivity and produces more motivated and productive the employees. Question 13 Montana and Charnov states the Expectancy Theory of motivation was proposed by Victor Vroom, a business school professor. The theory is more on the individual goal which focuses more on outcomes and their expectations while achieving it. (Jex and Britt, 2008) Employees are able to receive rewards according to his or her performance while working. The theorys method will keep the employees motivated at all times as they hold their personal expectations of the rewards. (Montana and Charnov, 2008) The expectancy of increasing effort by the employees will lead to the increment of performance which will increase the productivity and positive result. Question 10 According to Wright (2010), Hawthorne studies were first attempted by Elton Mayo showing how lighting affected the employees working performance. But it shows that the physical conditions of the workplace do not influence the performance or motivation. In his finding, taking interest in all individual was enough to increase their work efficiency and output. Hence, the Hawthorne Experiment continues to show its result from time to time. Companies which value their employees ideas and opinions will result a higher standard of achievement. (Wong, 2010) This will also increase the ability and self esteem of the employees. Thus, increase their performance and productivity while working. Question 12 Montana and Charnov (2008), states the theory of X and Y was proposed by Douglas McGregor. In theory X, managers will assume that their employees are less ambitious, less responsible, dislike their job and prefer to wait for instructions rather than to lead a task. Managers with theory X are stricter and may threaten their employees to motivate them. But manager who holds the theory Y will assume that the employees are more responsible, willing to do work, more creative and self-directed. Thus, in theory Y the managers will not control much on their employees because they believe that employees are capable to perform well. (Shermerhorn, 2011) Question 16 The effectiveness of an organization internal communication can be improved through creating forum site on social websites such as Facebook and Twitter for discussion related to a matter. (Heath, 2005) Furthermore, any perceptions and ideas proposed by the employees should be considered and not being excluded in order to improve good relationship with other teamwork. Next, employers and employees should also instill proactive attitude to ask when in doubts related to a matter in order to avoid conflicts and distorted message. Lastly, employees should be train on communication skills to improve their self-esteem and communicating potential. (Quirke, 2012) Question 5 Public sectors are basically a bureaucratic government-based organization which normally focusing more on providing services to public rather than making profit. (Lienert, 2009) A simple example of a public sector organization is the government hospitals. The organization emphasizes more on accommodating the health service to the community by providing free to low-cost medical aid. However, privates sectors are non-government owned organization and runs on the main motive on making profit. (Rees and Porter, 2008) For example, supermarket such as Tesco and Carrefour in Malaysia are operated by private enterprises and not the government. Question 6 Planning stage is one of the functional approaches involved in the management process. According to Schwalbe (2006), it concerns activities such as setting goals and objectives of the work in an effort to keep it on track throughout the operation process. Next step would be, create and considering relevant strategies to achieve goals effectively. At last, the final step is simulating plans to coordinate and objectify activities in various possible ways it can succeed. (Lewis, et al., 2006) Within this stage, it requires a lot of critically thinking creativity and innovative aspects from that individual to come out with a radical and quantum ideas. Question 9 Fordism is a term that was named after an American entrepreneur; Henry Ford which was the founder of Ford Motor Company. (Schhlosser and Simonson, 2009) Fordism is a philosophy of manufacturing that being conducted based on the Taylorism theory that emphasizes in machine and efficiency of employees working performance. Fordism philosophy aimed to increase the productivity and reduce costs by adjusting output, set the installation process in phases, and dividing the work into small tasks according to employees expertise. (Blyton and Jenkins, 2007) The effectiveness of the philosophy enables an organization to maximize their profit and performance. Question 11 Personality is an influential matter that affecting a persons decision. It is developed through their education, ways of socialization and nurturing since they were a child.