Building brands with the support of social media Research Paper

Building brands with the support of social media - Research Paper Example In order to increase its profitability, it is imperative that a company finds ways to build the brand. Social media’s role in brand building cannot be overemphasized because of its widespread usage and availability, and cost effectiveness. Analytical section of the paper discusses the Hierarchy of Effects, 1 Foot Cone Belding, and the elaboration effect. Final analysis elaborates likelihood model that can provide companies with assistance in building brands using social media provided that it enables customers to use attitude formation towards the offerings of the brand. Overall Recommendations are for companies to pay attention to characteristics and features valued by customers in their products and services as tweeted by the customers on social media websites, and engage with the customers to find best ways to realize their expectations. Table of Contents 1. Introduction 4 2. Social Media 4 3. Brand 5 3.1 Brand Awareness 5 3.1.1 Foot Cone Belding (FCB) Grid 5 3.2 Brand Imag e 7 3.2.1 The Hierarchy-of-Effects (HoE) Model 7 3.3 Brand Attitude 8 3.3.1 The Elaboration Likelihood Model (ELM) 8 4. Branding in the Age of Social Media 9 5. Recommendations 10 6. Conclusion 11 List of References 12 1. Introduction Use of social media as a tool for brand building is the latest trend and a progressive concept. This trend is commonly observed in higher grade companies particularly in the technologically advanced countries (Nassar, 2012). The following document discusses how social media has helped companies in building brands. The first part of the paper discusses the different sorts of social media, and the tendency of social media to influence and spread businesses and brand’s name. 2. Social Media New Web technologies have revolutionized the way to approach branding for the forward-thinking companies. In the recent years, companies have gained direct access to the customers using such social media services as Google+, Twitter, and Facebook. Number of user s of social media services is growing with time. In addition, these potential customers exist on pages published in social media in a variety of languages, thus allowing brand awareness to penetrate globally. Companies use social media to gain information about their customers including their age, current location, social networks, and hobbies. On the other hand, customers create awareness about brands on social media (Chauhan and Pillai, 2013; Li and Bernoff, 2011). With the growing number of users, social media’s role is being more clearly defined with the passage of time. Consumers are increasingly relying on social media for information, leaving the traditional media as a source of information behind (Mangold and Faulds 2009). Social media websites are aware of their potential to strengthen brands. An example of this is the release of brand pages by Google+ in November 2011 (Sullivan, 2011). 3. Brand In conventional terms, â€Å"brand† means a company’s way of differentiating between itself and its competitors. A brand is conventionally understood as the registered name of a product or service whereas its definition extends beyond that to include a variety of features like a term or a symbol (Hart and Murphy, 1998). Brands serve as signals that trigger perceptions in the minds of consumers regarding the image of a brand shaped by organization’

The Age of Discovery Essay Example | Topics and Well Written Essays - 1750 words

The Age of Discovery - Essay Example Specifically, whether the phrase Age of Discovery appropriately describes this era as the most significant age of human discovery; the rampant rush to imperialistic tactics by the invading nations and the consequences including the subsequent escalating slave trade. The Age of Discovery refers to the time in history when Europeans discovered the Americas. Explorers following the ships of Christopher Columbus found, on their own planet, a new land mass inhabited by humans. Of all mankind’s explorations, this period of discovery had the most impact on the future of the world’s collective societies. It caused the questioning of Christian religious dogma which encouraged the further use of critical thought on a widespread scale thus allowing society to advance both in knowledge and in the concept of human thought (Kreis, 2002). Until it was proved differently, church officials deemed it heresy to suggest the Earth was round because the Bible refers to the ‘four corners of the world.’ In addition, if God flooded the world and only Noah’s family survived, where did these people come from? The scientific boom that began in the 1600’s and continues to this day owes much to the Age of Discovery that preceded it. T he church was no longer able to stifle scientific knowledge following the events of this era. Additionally, the economy of Portugal, then Spain, Europe, and Asia among others experienced a revival due to the increasing slave trade and the lifestyle and cultural traditions of the native people of the ‘new world’ were forever altered. The term ‘discovery’ would indeed accurately describe this ‘age’ more so than any other era in human history. Simply finding the new land mass populated by humans would itself qualify the definition (Kreis, 2002).

Human Resource Management and Labor Relations Essay - 1

Human Resource Management and Labor Relations - Essay Example The main challenges faced by domestic and global companies involve the challenge become more efficient or competitive, to overcome diversity and cultural differences, to introduce effective culture and good morale, organizational structure and change. In home country, difficulties in communication can arise with produc ­tion systems where workers are stationed continuously at a particular point with limited freedom of movement. Even when opportunities exist for interaction with colleagues, physical conditions may limit effective commu ­nication. Communication has an impact of organizational structure which is on the surface the elements or patterns of rules, and social relations (encounters and face to face co-presence) are articulated by discourse and ideology. Rather than being dependent upon information, organizational communication is embedded in trust. Surface relations must be seen in terms of a deeper code or structure that makes sense of the often conflicting surface even ts. An environment from which communication flows is interpreted and constructed, regardless of the networks from which the communication emerges or arises (dense, close, loose, tight, redundant, etc) (Campbell 45). In a global context, workforce diversity has a tremendous impact on communication and relations between employees. All employees come from different cultural and social environment; they have different social statuses and class location, different religious beliefs and belong to different cultures. Differences are bound to exist, due simply to the physical characteristics of the employees, such as sex, nation race (Gesteland 76). These differences create a certain tension between employees which requires special intervention actions of HR department to manage workforce diversity. The main challenges in communication involve cultural and language differences.

The Iran-Iraq War of the 1980s. Whom did the U.S Support and What Role Research Paper

The Iran-Iraq War of the 1980s. Whom did the U.S Support and What Role did they Play - Research Paper Example One of the key reasons for U.S. participation in this war was to fight terrorism in the Middle East nations. Chubin S, Tripp C,. Iran-Iraq War, 1980-1988,Middle East--Politics And Government--1945-,Iran--History--1979-,Iraq--History--1958-. London: Westview Press, 1988. Print. This book is a collaborative writing between Shahram Chubin and Charles Tripp. The book contains relevant details regarding the Iran-Iraq war of the 1980s. The book contains details regarding the origins of the Iran-Iraq War. It separately analyzes politics and strategies that were associated with both countries during the war. Issues of long-term effects and impacts of the war on both countries are also addressed in this book. Religion in both Iraq and Iran is stated in the both. The book further continues by assessing the relationship between these two countries and the superpowers. In essence, the book in the conclusion chapters describes how Iran is related to the United States, and how Iraq related with Su perpowers, which were either hostile or friendly. Hiro D. The longest war: the Iran-Iraq military conflict. New York: Routledge, 1989. Print. Published in the year 1989, this book by Dilip Hiro turned out to be highly instrumental in providing information regarding the Iraq-Iran War. The book provides detailed information on the root of conflict between Iraq and Iran War. Hiro takes a deep and critical look at the boiling issues affecting embattle Iran and Iraq. Hiro continues giving details regarding the war by touching on impacts it will have on the outside and Western world that is through exploring the victims and benefactors of the war. The engaging part of the book is the part whereby, Hiro discusses how the war was fought that is, through stating the weaponry and strategy employed by both countries during the war. This book also provides information pertaining to the negotiations that failed, and resulted in the war. Jacek B. "US Role in the Iran-Iraq War and its Negative Imp lications on US-Iran Relations." Kulna: For All of Us (2010): 1-3. Print Jacek’s article is one of the most recent scholarly article that examines United States’ involvement in the Iran-Iraq war of 1980s. Since it is one of the latest publication in this subject matter, it highly gets cited in later articles and books on the U.S. participation in Iran-Iraq war of 1980s. The content of this article is easy to comprehend, and it helps me understand how the United States supported Iran, and defeated Iraq in the Iran-Iraq War of the 1980s. It highlights both the reasons, contributions, and impacts of United States participation in this war. For example, the author notes that although the events of the United States involvement in this war may be forgotten by both Americans and Iranians, they significantly dictates how both the nations currently perceive each other. This article also shows how complicated this war was, from forming collaboration with Iran to defeating Iraq. Kilborn P. "Baker, In Saudi Arabia, to Pledge U.S. Neutrality in Iran-Iraq War." The New York Times (1987): 1-3. Print. This newspaper article from the New York Times was beneficial since it reported on a daily basis all the developments that led to the Iran-Iraq War. The genius of this newspaper article is the fact that it continued recording and reporting all that transpired during the war. This newspaper best exemplifies the stand that the United States took during the war. The day-to-day maneuvers, which

Ministere Public v Deserbais Essay Example | Topics and Well Written Essays - 1250 words

Ministere Public v Deserbais - Essay Example The court’s ruling may lead to different interpretations of the judgment and it may raise more questions about the justice system. To avoid such conflicts after judgments, the courts ensure that they make judgments that can be backed up with factual scripts on the law. Cases that generate conflicts are normally those in which the land’s laws are not quite parallel to the provisions of the international laws. Whenever a nation signs an international treaty, the provisions of the treaty may directly affect the laws in the country. The policies of the treaty may dictate one thing while the land law calls for the direct opposite. It is also possible that the treaty may give provisions that are not allowed by the nation in question. There have been several cases that have fuelled heated debates in Europe over the past several decades. One of the most popular cases relating to such conflicts was the Case 286/86 Ministere Public v Deserbais [1988] ECR 4907. This paper will ana lyse the case between Ministere Public v Deserbais. Case analysis Gerard Deserbais was a director in a dairy products business that was playing in the German and French economies. Deserbais had registered his business under the name â€Å"Edam† in France. Edam was the name of the dairy products that the business man was importing to France from Germany. According to analysis done on the imported cheese from Germany, its fats content was 34.3%. Under the French legislation, the name â€Å"Edam† is restricted to cheese containing a minimum of 40% fats. According to the Stresa convention adopted in 1951, the dairy businessmen should only use specific names of their cheese if the cheese meets the required standards (Ministere Public v. Gerard Deserbais, 1988). Following the detection of Gerard Deserbais’ cunning business activities, the French authority arrested him and he was charged with the offence of using a restricted trade name without meeting the provisions o f the name in question. According to the French legislation, the Cheese was substandard and the business man had been swindling the public of the right to consumption of â€Å"Edam† cheese as provided by the name. The most controversial question was whether Deserbais was well acquainted with the provisions of the law in France or not, but in his defence, he suggested that he was well aware of the meaning of the trade name (Ministere Public v. Gerard Deserbais, 1988). The fact that he was ignorant about the French legislation made things worse for his defence. The court did not sympathise with him. Accusation Gerard Deserbais was accused of using a reserved trade name for his cheese in France. He was accused of criminal business activities on grounds that the name â€Å"Edam† was specifically reserved by the French law for cheese containing more than 40% fat. The French Legislation passed the law in 1951 and the trade name was specifically only used by traders whose pro ducts passed the test of the name’s requirements. Edam cheese was a dairy product that was very popular in Germany and it was 34% made of fats. This information about the content of the cheese was made known to the German public through a clear content list pinned to the cheese containers (Wolf, 1999). The basis of the accusations on Mr. Deserbais were controversial since the French legislation claimed that the use of the name was illegal for the substandard cheese products while in the EEC Treaty, which France was a member state, had an article that allowed the member states to import their products freely. Mr. Deserbais’s defence used Article 234 EEC as the backbone of their case.

Macroeconomic Essay Example | Topics and Well Written Essays - 3000 words

Macroeconomic - Essay Example In addition, BBC News Business (2011) asserts that there is a high rate of unemployment in the United Kingdom that requires the government to take comprehensive measures if the situation is to be reversed. The united kingdom government has taken some fiscal and monetary policy measures in an attempt to reverse the economic situation. According to Warrell (2012), the government has reduced its spending by outsourcing security and other services from private firms as one of the chief fiscal policies. However, several stakeholders claim that the government is not doing enough, and the Institute of Directors is calling for further cuts in public spending, and reduced taxation, which is the other approach to fiscal policy (O’Connor, 2012). In addition to the above mentioned fiscal policies, the United Kingdom government has taken key monetary policy approaches including inflation targeting and quantitative easing. According to BBC News Business (2012a), the central bank lowered the base lending rates in order to encourage banks to lend more to individuals and corporations; however, despite a low base lending rate of 0.5 percent, banks did not increase their lending and the central bank may raise the rates to 0.75 or 1 percent. According to BBC News Business (2012b), the Bank of England decided to use quantitative easing as the other monetary policy approach in order to reverse the economic situation. In early 2009, the bank injected  £75 billion into the economy, which had increased to  £200 billion by the end of that year. In October 2011 and February 2012, the bank added  £75 billion and  £50 billion respectively to bring the total amount injected into the economy using the quantitative easing approach to  £ 325 billion. The United Kingdom reduced its expenditure in an attempt to redeem the national economy and pay of its debts, which is a more preferable approach as compared to the other viable option of increasing taxation.

Genzyme Summary Essay Example for Free

Genzyme Summary Essay Genzyme was founded in 1981, Sanofi purchased the company in 2011. They went public in 1986, raising 27 million dollars. Genzyme startet as a start up Company by scientists studying genetically inherited enzyme diseases. Their strategy didn’t focus on the â€Å"blockbuster drugs† like other biotechnology companies but drugs for rare diseases. To developing a drug, it takes 10-14 years at the cost of around 800 million. But the blockbuster drugs had 1 billion dollars revenue. Genzyme has received several honor awards like â€Å"national medal of technology†. The food and drug administration established in 1983 the â€Å"Orphane drug act† giving seven years market exclusivity to developers of drugs for rare diseases. This gave Genzyme big advantage when it comes to clinical trials, advertising and sales, it does not requires a lot. Their first success was the â€Å"Ceredase† drug- to treat the Gaucher`s disease. It was sold to over 4000 patients, with annual revenue of 800 million dollars. They had different way of manufacturing and sales compare to other companies. They did not do licensing to large pharmaceutical company. Genzyme was the worlds third largest biotech company in 2006 only profiting of rare diseases. Reflection of the case * Avoided â€Å"blockbuster† market and good management Good strategic to focus on a niche market instead of the †blockbuster† market. The degree of existing rivalry and entry barriers was low. Henri Termeer took a risk in moving to a start up company but with his experience and expertise, the company went stronger and independent. * First ones to market and the exclusivity Genzyme entered a small, untapped market. Being the first biotech company that focus on rare diseases and having the market exclusivity made them leading biotech company. They had the ability to identify almost all customers. They had big advantage when is comes to clinical trials, restrictions, FDA and small numbers of test patients required.