Brand Management Essays and Research Papers

Instructions for Brand Management College Essay Examples

Title: Msc Marketing Strategic Brand Management Please read study Guide topic assessment2 carefully attached file design a logo slogan imaginary company introduction Company What start Sustain product local mkt Hong Kong make difference competitor developing brand building brand avoid brand confusion future influence balance select programme gain customer relationship consumer product advertising design loyalty e

  • Total Pages: 10
  • Words: 3495
  • Works Cited:15
  • Citation Style: APA
  • Document Type: Essay
Essay Instructions: Msc of Marketing- Strategic Brand Management

Please read the study Guide and the topic of assessment2 carefully ( attached file )

- design a logo/ slogan for the imaginary company
- introduction of Company (What they do, when they start)
- Sustain product in local mkt (Hong Kong), make difference from competitor
- developing brand name, building brand, how avoid brand confusion in future
- how to influence balance
- select the programme to gain customer relationship
- how could consumer see my product
- advertising
- how to design loyalty e.g. Internet communication
- don?t talk about the money, this is not financial topic, don?t talk about product development or website design
- how to face competition and they don?t kill you
- can it staying product to oversea/ international eg. China
- production extension strategies, brand extension strategies, line extension, co-branding, avoid brand damage
- how influence new generation

The content should go around the module topics, apply marketing theories.
Please search Dr. Maktoba Omar and apply at least 1 theory from her journal article.
Any problem, please don?t hesitate to contact me. Thanks!

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Works Cited:


Bloise, J.D 2012, 'Successful Brand Development', Making Small Businesses Do Big Business, [online] Available at, [Accessed on 14th August 2012]

Daud, N 2009, 'The 3 Aspects of Branding Which Really Matter', Articles Base, [online] Available at, [Accessed on [14th August 2012]

Daye, D 2010, 'Brand Building: The China Challenge', Branding Strategy Insider: The Branding Blog [online] Available at, [Accessed on 14th August 2012]

Dr. Shivanand & Hungund, M 2012, 'Brand Management Strategies', Golden Research Thoughts Vol - I, ISSUE -- VIII, [online] Available at, [Accessed on 14th August 2012]

Chiaravalle, B & Schenck, B.F 2012, 'How to Develop a Brand', Making Everything Easier, [online] Available at, [Accessed on 14th August 2012]

Fish, P 2009, 'Low or High Involvement', Go Fish Client Catchers, [online] Available at, [Accessed on 14th August 2012]

Guide Me Hong Kong 2012, 'Starting an Event Management Company in Hong Kong', [online] Available at, [Accessed on 14th August 2012]

Heding, T & Knudtzen, C.F & Bjerre, M 2011, Brand Management-Research, Theory and Practice, paper presented by Mika.

Hildebrand, M.J & Klosek, J 2003, 'Brand Management Strategies: 10 Key Points', Goodwin Procter, Metropolitan Corporate Counsel

Kapferer, J-N (5th ed.) 2012, The New Strategic Brand Management: Advanced Insights and Strategic Thinking, Les Editions d' Organization, London

Keller, K.L & Parameswaran, M.G. & Jacob, I (3rd ed.) 2011, Strategic Brand Management, Dorling Kindersley Pvt. Ltd., India,

LOU, D 2008, 'How to manage a brand to be strong: a study of Zara', MSc International Business thesis, University of Nottingham

Percy, L & Elliott, R 2007, Strategic Brand Management, Oxford University Press, New York

Roberts, M.L & Schwaab, E 2006, 'Branding on the Internet', IRMA-International.

Yerian, N 2011, 'A Simple Brand Development Strategy', Adhere Creative: Inbound Marketing & Brand Development Blog, [online] Available at, [Accessed on 14th August 2012]

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Title: Branding

  • Total Pages: 8
  • Words: 2447
  • Bibliography:6
  • Citation Style: MLA
  • Document Type: Research Paper
Essay Instructions: Paper on BRANDING




BRAND Management (FOCUS MOST OF THE WRITING ON this topic)




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Brodie, R.J., Glynn, M.S., Van Durme, J. (2002). Towards a Theory of Marketplace Equity:

Integrating Branding and Relationship Thinking with Financial Thinking. Marketing Theory, 2(1), 5-28

Doyle, P. (1989). Building successful brands: The strategic options.Journal of Marketing, 5(1),


Kapferer, J. (2008): The New Strategic Brand Management: Creating and sustaining brand equity long-term. London; Philadelphia, Kogan Page.

Marquardt, R., Makens, J., & Larzelere, H. (1965). Measuring the Utility Added by Branding

and Grading. Journal of Marketing Research (JMR), 2(1), 45-50.

Shocker, A.D., Srivastava, R.K., Ruekert, R.W. (1994): Challenges and Opportunities Facing

Brand Management: An Introduction to the Special Issue. Journal of marketing research. 31(2), 149-158.

Rowler, J. (2004). Online branding. Online information review, 28(2), 131-138.

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Title: Product Brand Management Resources Local retailers Internet University Library Starbucks Visit a retailer observe customer reaction products brands Select a product brand serve basis assignment

  • Total Pages: 4
  • Words: 1231
  • Sources:2
  • Citation Style: APA
  • Document Type: Essay
Essay Instructions: Product Brand Management-
Resources: Local retailers, Internet, University Library -(Starbucks)

Visit a retailer and observe customer reaction to different products and brands.

Select a product and brand to serve as the basis of this assignment. The product can be a service or a tangible product.

Write a 1,050- to 1,400-word paper addressing the following questions:

? Why did you select this product for the basis for this assignment?
? How did customers react to the product and its brand in the store?
? What features does the product have?
? How was the product displayed?
? How was the product merchandised?
? How does the product fit into the store?s brand?
? How does the product?s brand compare to other brands of the same types of product?
? What is the relationship between the product and its brand? How do they influence each other?
? Are there other products offered by your selected brand? Is the overall brand managed differently than the product? Explain how.
? Be sure to properly cite at least two different references and use subject headers and running headers.
APA format

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Hanna, S., & Rowley, J. (2011). Towards a strategic place brand-management model. Journal of Marketing Management, 27 (5-6), 458.

Sara Nolan. (2007) The Starbucks Experience. Strategic Communication Management, 11(3), 3.

Park, C.W., Jaworski, B.J., & MacInnis, D.J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4), 135-145.

Shalhoub, J., Belk, H., & Terry, J.P. (2007). Brand asset management in the age of Google. Journal of Digital Asset Management, 3(5), 269-273.

Starbucks Investor Relations (2013). Starbucks investor relations. Retrieved from

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Title: Future of Brands

  • Total Pages: 8
  • Words: 2553
  • References:7
  • Citation Style: MLA
  • Document Type: Research Paper
Essay Instructions: The Future of Brands
Some may argue that as the number of choices facing consumers increases, many do not display loyalty to any one brand. Already there are a plethora of choices available to consumers across a wide variety of product and service categories. In addition, technology has further expanded each market to allow customers to research and identify product alternatives simply through their own home computer. This increase in access to information has also led consumers to have extensive pricing information, making some product categories increasingly price competitive, rather than based on brand loyalty. Is loyalty a thing of the past? Do various generations view loyalty to brands differently?

Assignment 8 Signature Assignment: The Future of Brands
Throughout this course we have explored brand equity, brand management, marketing mix, marketing myopia, segmentation, targeting, positioning, product life cycle, brand/ product positioning map and brand value measurement. Based on what you have learned in the course you will evaluate the current trends to determine their impact on developing marketing strategy.

Main Task: Analyze the Future of Brands
Applying all of the information presented in this course, analyze your perspective regarding the future of product branding. Assess the impact of continually changing technology, thus resulting in an increase in consumer knowledge and awareness. Evaluate current trends for possible application in future marketing plans to maintain brand image and consumer satisfaction, as well as an increased market share. Develop a paper that includes the following: an analysis of your perspective on the future of product branding, an assessment of the impact of technology on consumer knowledge and awareness, and an evaluation of the current trends in maintaining brand image.

Support your paper with minimum of seven (7) resources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.

Assignment Outcomes
Assess theories and best practices in brand management to build consumer trust.
Evaluate the roles, problems encountered, skills required, and the functions of the brand manager in order to improve marketing strategies.
Appraise the value of technology in promoting a strong brand image within the online business environment.
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Customer is requesting that (infoceo) completes this order.

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Aaker, D. (2007). Innovation: Brand it or lose it. California Management Review, 50(1), 8-24.

John M.T. Balmer. (2012). Corporate brand management imperatives: Custodianship, credibility and calibration. California Management Review, 54(3), 6-33.

Bogomolova, S., & Romaniuk, J. (2010). Brand equity of defectors and never boughts in a business financial market. Industrial Marketing Management, 39(8), 1261.

Bronnenberg, B.J., Dhar, S.K., & Dube, J. (2007). National brands, local branding: Conclusions and future research opportunities. JMR, Journal of Marketing Research, 44(1), 9-9.

Forza, C., & Salvador, F. (2008). Application support to product variety management. International Journal of Production Research, 46(3), 817.

Gielens, K. (2012). New products: The antidote to private label growth? JMR, Journal of Marketing Research, 49(3), 408.

Jump, Annette (2012). Impact Appraisal: Consumers Respond to Technology Branding Campaigns Published: 24 December 2012. Gartner Corporation. Accessed with permission of the publisher.

Kahn, M. (2009). Corporate brand management: past, present and future. Pranjana: The Journal of Management Awareness, (12), 21-39. Retrieved from - the Journal of Management Awareness/19-Corporate Brand Management - Past, Present and Future.pdf

Maxian, W., Bradley, S.D., Wise, W., & Toulouse, E.N. (2013). Brand love is in the heart: Physiological responding to advertised brands. Psychology & Marketing, 30(6), 469.

Noel, a., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. The Journal of Consumer Marketing, 30(3), 258-266.

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