The Intricacies of Branding

We all know the famous brands such as Adidas, Nike, iPhone, Apple and others. But what exactly is a brand and why do companies need to brand their products? Branding is a marketing strategy that involves creating a differentiated name and image, often by creating a logo and/or a tag line, in order to establish a presence in the consumer’s mind and attract and keep customers. It needs to be clearly understood that branding is not just a logo or a ...

The business of waste

I made a rational economic decision yesterday and purchased a new printer even though my existing printer is working perfectly. My reasoning was based on a comparison of the cost of replacement laser cartridges with the purchase price of a new, upgraded and wireless version of my present printer. The result was clear; even purchasing non-branded replacement cartridges was significantly more expensive than buying the new printer - in fact 75% more expensive. Branded cartridge replacements cost more than double ...

Stuck in the middle of a shifting landscape

The Millennium Bridge, a 320-meter-long suspension bridge connecting London's financial district to Bankside, south of the River Thames, opened in June 2000. Thousands of pedestrians streamed over it.  At first, the bridge was still. Then it began to sway, just slightly. Then, almost from one moment to the next, the wobble intensified. Suddenly people were walking like tentative ice skaters: planting their feet wide, pushing out to the side with each step. Left, right, left, right, in near-perfect unison. The ...

Case studies and concepts: Lenovo

Growth is a topic that can be used as the focus for all 6 business management concepts: Change Culture Ethics Globalisation Innovation Strategy As a result, it will be useful for students to select a case study that relates to growth, as this can satisfy many questions set on Paper 2, section C. Given the broad nature of possible questions, it will be beneficial for students to research large multinational concerns to illustrate, and support, an answer to a concept based ...

Innovation in the new BM programme

There are many favourable aspects of the new BM programme, due for first teaching in September; not least the introduction of a concept based learning. However, it is slightly disappointing that the programme, with a shelf life of 7 years, makes limited references to some potentially transformational changes in the external environment. In particular: The social media Nanotechnology 3D printing The ‘internet of things’ Big data Given the rate of technological change, it is understandable that a syllabus cannot include every ...

Is the long tail wagging the dog?

Retailers are ruthless organisations. They set demanding revenue and profit targets for the goods they are prepared to display on their shelves; as a consequence big brands dominate their offering. Small firms, with limited ranges find it difficult to break the stranglehold of the major manufacturers. However, many industrial commentators expect the Web to revolutionise our culture and wildly expand our choices. Online stores are able to take a distinctly different approach to the products they offer, with digital technology ...

Data is the new oil

  ‘Big Data’ looks like it’s going to be the business buzz word of 2014. Big Data refers to large data sets that can be managed and analysed only by increasingly powerful and sophisticated tools. Over the past five years, the world has witnessed an unprecedented explosion of digitised data, which is often referred to as “Big Data.” Data production will be 44 times greater in 2020 than it was in 2009 Individuals create 70% of all data. Enterprises store 80% Data ...

Flying off the shelves

Marketing is a problem area for students. The major issue is that many students believe that they already have a good grasp of marketing, because it is all around them and they can tell you about the latest viral promotion or television advert. Unfortunately, students often mistake marketing for advertising or promotion and vice versa. The marketing mix consists of 4 elements, if it is a product, and up to 7 and 8 elements if it is a service. Of all ...

Technology on the catwalk

The fashion industry has long been at the forefront of applying technology in the design, manufacturing and marketing processes. The industry has taken this one stage further in the last few years by incorporating technology into the product itself. Fashion is now meeting technology in the form of wearable technology. Wearable technology or wearable gadgets are technology devices that can be worn by a consumer. These clothes frequently include tracking information related to health and fitness. Wearable technology has traditionally ...

We know you better than you know yourself

http://www.youtube.com/watch?v=7bXJ_obaiYQ "We know who you are, where you have been and what you will be doing in the future". The film 'Minority Report' released in 2002, predicted a future where billboards recognised passers-by via facial recognition, called them by name and delivered customer specific advertisements. The media later noted that the film had identified the future potential of many technologies, long before others had recognised the implications of their wide scale application. Indeed, in 2010 the Guardian published an article entitled ...