Discuss the value of having a strong corporate brand for an Essay

Discuss the value of having a strong corporate brand for an organisation - McDonalds - Essay Example (McDonalds Corporation, 2008; Brand Republic, 2002) For this study, the student will first define the true meaning of brand followed by the basic information related to the establishment of a brand. After discussing how McDonald’s have been managing its corporate brand over the years, the student will examine the importance of branding within the hospitality industry. Prior to the conclusion, the student will enumerate the benefits attached with having a strong brand on the part of McDonald’s and its consumers. Brand is defined as the â€Å"name, term, sign, symbol, design, or a combination of these† (Kotler, 2000: 404) such as the yellow coloured ‘M’ sign of McDonald’s. Basically, the main purpose of a brand name is to enable the consumers to identify the products or services of one company from a similar product that is being offered by other companies. Aside from using a simple brand name, it is also possible for McDonald’s to have a brand extension such as in the case of ‘McDonald’s Happy Meal’ or ‘McDonald’s land or playplace’ used in targeting children (Gidman, 2008; Roberto & Roberto, 2004) offered by the company; (2) the physical and emotional benefits the consumers get out of patronizing the company’s product and services; (3) the values of the company in terms of its capability to render a high quality product to its target consumers; (4) the corporate culture such as being organized in terms of delivering its services to the public; and (5) the kind of consumers that patronizes the products and services offered by the company. (Aaker, 1997; Kapferer, 1992: 38) There are many ways on how to establish a brand. Marketing managers or a company owner(s) has the option to use the founder’s name(s), location, the quality of a product, the lifestyle of a company’s target market, an artificial name, a culture or a heritage. (Urde et al., 2007;

The Case for Clean Technology Essay Example | Topics and Well Written Essays - 1000 words

The Case for Clean Technology - Essay Example Investing on clean or green energy can make a major impact on environmental problems such as pollution and other issues that emerge as a consequence (i.e. climate change). My position is, of course, in support of clean technology. The current interest in this field must be supported by the policy networks, specifically, by providing favorable environment in which this new commercial activities must flourish. Sources Case Study: Shane Eten An important source for this paper is a case study published by Babson College on Shane Eten and his efforts to launch a business venture. What is significant in this case study is the nature of Eten's venture. His project is the FEED Resource, which aims to build an anaerobic digester. The idea is to establish a company called Biospan and build a large anaerobic digester, a facility that would collect food waste from restaurants, grocery stores and even homes to feed the digester and produce compost and biogas. Eten, would, in effect, be taking was te and producing a usable byproduct in the process. The case provided in-depth insights on two important aspects. The first is that the study was able to identify the manner by which entrepreneurs and investors are scrambling to hitch on the clean technology bandwagon, which supposedly started in the year 2007. It cited specific cases such as the investments of Google and Wal-Mart on clean technologies. Secondly, there is the process involved in clean technology entrepreneurship. From research, business development, and management - these were explained and specified according to the clean technology case. These factors show why Eten's initiative will be a success story because it is supported by the goodwill of the public and the serious interest of the private sector. Chialin Chen: Green Product Development A more specific insight on green technology has been provided by Chialin Chen when he investigated the concept of "green product development". This is helpful for this paper be cause the study explained green product design and innovation in the context of consumer demand; the supply side and producer's decision-making; and, the regulatory environment, emphasizing the existing regulatory frameworks and standards. This study was also able to establish the business case for clean technologies by explaining that: 1) consumers are starting to be more inclined to green products; and, 2) the regulatory environment and the policy-networks are increasingly becoming strict on its environmental regulations and supportive of green technologies. This paper cited important cases that are useful to the objectives of this paper. For instance, there is the case of the automobile industry, designing and building cars with green technology specifications. Chevrolet and Ford's example show that as early as 1998, they were manufacturing green or hybrid automobiles successfully sold in the American market. Then there is also the case about the new emission limits for cars and industries as introduced in statutes that