Managing a Brand Essay Example | Topics and Well Written Essays - 1000 words

Managing a Brand - Essay Example Brand management is the process that takes control of everything that a brand does and says, managing the way in which it is perceived by others (CIM, 2003). This requires understanding what the brand stands for and how to position it as a brand is a combination of a product’s /service public image (Tregert & Westerlund, 2003). According to Aaker (2004) managing a brand requires the engagement of its people, values and priorities, an innovative strategy, commitment to quality, concern for customers, adaptation to localization strategy, creating good company vibes, and most importantly the size and scope of the firm. Today employees are the critical link between the company and the customer. Brand management integrates the totally different perspectives on two different words – the company and the customer (CIM, 2003). Employees have to deliver the promise of the brand every moment. McDonald's strives to uphold the values of its brand and it is the employees that communicate the brand image effectively (Oakner, 2005). Hence it is important that company’s culture and operations should be aligned with the brand value to provide a competitive advantage. When employees understand the company’s vision and business strategy, when they are taken into confidence and when internal communication is effective, brand equity is assured. This requires internal brand alignment where customer satisfaction is assured. Powerful brands are characterized by strong and enthusiastic leaders who have a passionate belief in a few values. Leaders have to live these values and not just talk about them and when they do so, the employees are more likely to be committed to delivering them (CIM, 2003). Having a focus on brand management gives rise to a corporate persona with a deeply felt set of values which enabl es the brad to have a clear attitude. Brand building requires prioritizing what is important. Most organizations concentrate on brand building only when they are prospering but do not bother about it when the sales and profits are threatened.

The Dorwsy Chaperone Essay Example | Topics and Well Written Essays - 250 words

The Dorwsy Chaperone - Essay Example Most of the people want to get married into higher social classes. They do not love but are encouraged to exploit various resources that their partners might be offering. This is what we see in the play when he Broadway girl is ready to trade her career to marry the oil tycoon. The director has been able to relate various roles to the true characters in the. The characters are all fluent in their position. Their vocal projection and movement in stage is well mastered especially for the Broadway girl. Another example id the portrayal of the man in the chair introducing the play while indeed seated in the chair. He plays the title of the musical comedy the drowsy Chaperone which is a very intelligent form of introduction (McKellar). The overall design of the play has been up to the point. The acting and the seduction pieces by Adolpho also reveals that this is an act. The various musical components that accompany this play is an indication of its