com/0007-070X.htm BFJ 106‚3 CASE STUDY 228 Online branding: the case of McDonald’s Jennifer Rowley School for Business and Regional Development‚ University of Wales‚ Bangor‚ UK Keywords Internet‚ Corporate branding‚ Customer relations‚ Marketing communication Abstract This article explores the approaches to the delivery of brand messages through a Web site‚ taking one of the leading brands‚ McDonald’s‚ as a case study. The role of brands and branding in the new economy that is characterised
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of the “Shangri-La 2000” strategic plan at the hotel.1 Kowloon Shangri-La was one of the 36 deluxe hotels owned by the Hong Kong-based Shangri-La Hotels and Resorts‚ which owned and managed the largest deluxe hotel chain in Asia. The Shangri-La Hotels‚ while each maintaining a high standard of service‚ had traditionally been managed as if they were independent hotels. In the early 1990s‚ in view of the rapid expansion‚ Shangri-La Hotels and Resorts recognised that there was a need to create a common
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purpose of this report is to analyze a corporation’s “corporate branding strategy” and “house branding strategy” then provide some recommendations. In recent business world‚ brand strategies are becoming increasingly important for a corporation because of fierce competition. Almost all the companies are paying attention to improve their brand strategies to attract more customers and keep customers loyal. Corporate branding and house branding are regarded as two important strategies for many corporations
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this case‚ the three divisions operating as a single firm outperform the three divisions operating as individual companies in the market. There is a synergy between the divisions where the combined result is better than the sum of the individual performances. In fact we could say that Entertainment and Hotel give support to the main income generator that is Gambling. As the beginning of chapter 4 of the book says Team Production is the key reason that firms exist. That means in this case that
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limited availability‚ contributing to their desirability. Madagascar has in total 43 species of rosewood‚ of which 42 of these are found nowhere else on Earth (BOHANNON‚ 2010). Nine of these species are already endangered‚ however once cut down the endangered become indistinguishable from the non-endangered without a DNA test (BOHANNON‚ 2010) thus little can be done to punish the people responsible. Rosewood extraction methods are also incredibly inefficient. Due to the ever growing need to go farther
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Group Analysis Paper Queensland Rainforest Resort is a unique and well-established resort but the current changes have downgraded its status and caused the loss of loyal costumers. The main issues impacting QRR deal with management and information system problems. When QRR decided to upgrade their information system by outsourcing with CibCo they ultimately caused more harm and good. The backdoor CibCo left open in the program allowed information to leak and enables any knowledgeable outsiders
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Evaluate 6.1‚ Branding Dennis McKeon Southern New Hampshire University Abstract This document will discuss the marketing theorem: Successful brands are built on successful products. I agree with the theorem that successful brands are built on successful products entirely for some product categories but partially for others. Products
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successful at branding with their particular script font (originally created for Walt Disney’s "signature" logo). Consumers may look on branding as an important value added aspect of products or services‚ as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners‚ branded products or services also command higher prices. Where two products resemble each other‚ but one of the products has no associated branding (such as a
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behavior---------------------------------------3 3 Evaluation of profitability analysis---------------------------------4 4 Conclusion and recommendation----------------------------------8 References--------------------------------------------------------------------9 Executive summary This report provides an evaluation of Woolworths in respect of ethical behavior and profitability analysis to fulfill an investor’s ethical requirement. The investigation
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HOSPITALITY INDUSTRY AND CUSTOMER RELATIONSHIP MANAGEMENT: The hospitality industry is a broad category of fields within the service industry that includes lodging‚ restaurants‚ event planning‚ theme parks‚ transportation‚ cruise line‚ and additional fields within the tourism industry. The hospitality industry is a several billion dollar industry that mostly depends on the availability of leisure time and disposable income. “CRM”‚ or Customer Relationship Management‚ is one of the most important
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