3. INTERNAL BRANDING
4. IMPORTANCE OF INTERNAL BRANDING
5. INTERNAL BRANDING TOOLS
6. INTERNAL BRANDING PROCESS
7. FACTOR OF SUCCESS AND FAILURE OF INTERNAL BRAND
8. ROLE OF HR IN INTERNAL BRAND
9. RESEARCH METHODOLGY
10) DATA ANALYSIS
A company's branding strategy often has a large impact on the success or failure of a particular product. This is especially true for large, multi-national corporations because it effects how the consumer correlates a product with the manufacturer. Some large companies choose not to use the manufacturer name and/or logo on all their brands. Often, a company name is well-known within business circles but unfamiliar to the average consumer, in which case, dissonance can prevent consumers from recognizing the brand name. Other companies pick and chose which of their products will carry the corporate brand name A fundamental problem with regards to international branding is that firms currently do not pay enough attention to their employees' expertise regarding brand strategy .If a company is able to make a consumer look at a certain product for a fraction of a second longer than its competitors' products, the probability purchase intent increases significantly. Therefore, the way a company brands its products can have a direct link to the success of the product and the brand. This encouraging framework, however, does not mean that employee perceptions of the strategy will be positive; without which the performance of both the brand and the company will be hindered in a significant fashion. Therefore, there exists a need for research to be done regarding how employees feel about current and future brand strategies in order to maximize company potential. Due to the complexity of balancing proper brand strategies for multi-national enterprises, balancing which products should carry the manufacturer name and/or trademark is an essential consideration. It is necessary, therefore, to look into studies to see if using a company's name on all products helped or hindered product sales. Effective utilization of international branding strategies takes into account whether stand alone brands need a corporate name to be successful, how sales will be affected by using corporate brand names, and what the benefits of adding a corporate name or logo would be compared to the potential costs. By exploring employee perceptions of these facets of international branding, we can determine if a multi-national firm's global image is a product of its employees' collective perceptions. The primary objective of this study is to examine the context of the relationship between the global image of the fast food industry and employee opinions of the firm's various branding strategies. The key independent variables are stand alone brands owned by fast food industry, effect of the company brand name on sales, benefits vs. costs of using the company logo, and fast food industry current global image as a product of its employee's perception.
A brand is a "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition" American Marketing Association definition . A strong brand has been found to be instrumental in the facilitation of numerous marketing goals including: improved brand loyalty, brand-based price premiums and higher margins, improved successful new product introductions, greater shareholder and stakeholder returns, and clear, valued and sustainable points of differentiation as well as the simplification of consumer decision making, the reduction of consumer risk, and the establishment of expectations. The role of perception in branding is...
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