Brand Benefit Ladder Essay Example | Topics and Well Written Essays - 1000 words - 112

Brand Benefit Ladder - Essay Example At the apex lies the essence of the brand, which is also an implication of the emotional benefit. The focus keeps increasing in concentration as ladder rises. Ascending the ladder reduces the focus on the lower attachments such as the attributes associated with the brand while increasing the function of the brand in the lives of consumers. Unearthing why the mother of a football player drives an SUV instead of a simple mini-van clearly illustrates the flow of the ladder. At first, an analyst considers the attribute of the product (car) for instance, SUV’s do not have doors that slide. It means that an SUV is stylish because of the attribute, therefore; it constitutes a functional consequence of the absence of sliding doors. When the Mom feels trendy while driving, it amounts to the emotional or psychosocial consequence of owning a car with a stylish design. In the end, the bottom-line is the personal value where people, as well as the owner, accept the act of feeling fashionab le. Marketing experts define a brand as a set of memories, expectations, relationships, and stories that, taken together, explain a decision by a consumer to select one service or product over another. A brand differentiates services, products, as well as organizations (Barsalou 640). Milward Brown developed the most common type of Brand Pyramid towards the end of the twentieth century. The pyramid identifies five important stages traversed by a consumer when analyzing a brand. The process starts with primary awareness and ends with total loyalty. Business organizations can apply the Brand Pyramid when in the process of designing a marketing strategy. The strategy could be for a product, a brand, or a service. Comprehending the five steps traveled by the consumer forms the best foundation for designing the marketing strategies. The steps are essential as they help the consumer build loyalty on a particular product or brand.

Organizational behavior Essay Example | Topics and Well Written Essays - 750 words

Organizational behavior - Essay Example When first considering the new training program, it must be understood that â€Å"cultural issues will have a significant bearing on how your presentation is received† (Anton, 2007, p.1). Culture is a very important aspect behind how your chosen audience, both national and international, will embrace what is being discussed by the presenter. For example, it is understood that in the United States, there is a social trend to illustrate rather casual behavior within the organization which can sometimes be considered too casual with certain international audiences (media.wiley.com, 2006). In the United States, there is largely an individualistic culture, which can be defined as members of the organization who â€Å"value independence, self-expression and have beliefs that personal goals and interests are more important than group goals† (Blodgett, Bakir and Rose, 2008, p.339). When presenting a training concept to an individualistic culture, like the United States, the rec eiving audience is likely going to appreciate discussing aspects of performance management which identifies certain rewards for the individual’s contribution to meeting organizational objectives. A training program which is being discussed or presented for approval by the domestic audience will likely be appreciated and well-received by the audience so long as it appeals to individualistic goals. For instance, it might be offered that there will be a certain incentive given for completion of a comprehensive training program. In the international culture, which might be more collectivist, a culture which values group affiliation more than individual contribution to project or organizational goals, a more group-focused training program might wish to be presented to gain the audience’s attention. Collectivists â€Å"tend to view themselves as members of an extended family and will place group interests ahead of individual needs and