Brand alliance Essay Example for Free

Brand alliance Essay The desired outcome of a brand alliance is to increase each other brands equity. Some of the examples could be as follows: Two companies pool their resources to co-brand, with the idea that the new product can enjoy a unique positioning or two manufacturers pool resources to develop a promotional campaign featuring both brands. (Samu, Krishnan ; Smith, 1999, p. 57). In general, brand alliances carry along great benefits but at same time ome inevitable risk. Well-established alliance is a powerful tool that can help to promote, to specify, to enrich, and to increase the brand value. Good example for increasing the brand value is brand alliance of PorscheDesign and Adidas, where PorscheDesign clearly raises the image of Adidas and on other hand PorscheDesign has more presence and can sell its products in many lucrative locations. (Adidas Annual report, 2009). Brand alliances are used at times of prosperity as well as in times when the brand suffers; they may serve as a driver for a brand to regain its market position. Wrong arketing strategies can ruin the attractiveness and image of a brand and successful brand alliance can revitalize them. According to (Samu et al. , 1999, p. 57) A new brand might partner with an established brand to build a stronger presence for a specific usage occasion. If one of the brands has very good image and brand equity, it is likely that customers will perceive the partner brand with similar attitude. This strategy is risky and can harm the stronger company. The risk factor can be lowered by extensive market analysis that can reveal some of the unfavourable issues for the xact brand alliance. A common practice for possible alliance partners is creation of an exit strategy. That allows companies react quickly if some of the planned outcomes goes wrong or in other direction than planned. (Melvin Prince ; Mark Davies, 2002) Very common reason for creation of brand alliance is a launch of a new product. It serves as a great advertising tool because it drags attention. New product is associated with some extraordinary brand, which creates a message for consumers. A successful example of brand alliances to promote new product launch where two trong brands allied and which worked perfectly was Range Rover and Victoria Beckham. The outcome was the new model line of Range Rover, Evoque. Targeted mainly at female customers, sales growth rose significantly after the introduction of Victoria Beckhams special luxury edition. Even though the actual limited edition was produced only in small volumes, it created great deal of exclusivity for the new product. Associating the new model with Victoria Backham and creating a well- managed advertising campaign led to a successful launch of the new model line crowned by many design awards. About Land Rover, 2012). . Analysis of Successful Factors in Brand Alliance 3. 1 Successful Factors Before going deeply in the analysis, it is important to understand in theory the successful factors behind a brand alliance and their effects on consumer attitudes. while the effects they produce are the independent variables. While engaging in an alliance, it is fundamental for companies to work on the successful factors in order to produce and maintain the positive effects while reducin g the negative ones

Sozology and Ecophilosophy: Sciences of the 20th Century :: Sozology Ecophilosophy Essays

Sozology and Ecophilosophy: Sciences of the 20th Century ABSTRACT: This paper contains a synthesized profile of sozology and ecophilosophy, sciences of the end of the 20th century. Sozology is defined as the science of the systematic protection of the biosphere from the destructive effects on it from the anthroposphere. On the other hand, ecophilosophy is understood as the science whose object of study is the essence and nature of the socio-natural environment, its quantitative and qualitative properties and the causal dependence between the anthroposphere and biosphere. I hope that both these sciences will enter permanently into the world’s educational systems in the 21st century. Introduction The present article aims to present a synthesis of the characteristic features of epistemological sozology (1) and ecophilosophy (2) as sciences of the end of the twentieth century. The profile of sozology will take into account above all an analysis of the concepts involved in this science, a construction of its definition, a description of its object of study and an indication of the characteristic features of sozological scientific research — especially interdisciplinariness and systematicity. On the other hand in the profile of ecophilosophy it is necessary to take into account its various conceptions, define the object of study and outline the content-related problems. 1.1 The understanding of sozology The term "sozology" comes form the Greek word ????? which means "to protect", "to rescue". Walery Goetel (1) introduced this term to Polish scientific terminology in 1965. According to him this term means the protection of the natural human environment. Thirty years have passed since then. The term "sozology" was enriched with a new content which thereby broadened its scope. An expression of this is the rich literature on the subject and this term is used more and more frequently to define sciences concerning environment protection. In the word "sozology" two aspects are taken into consideration: the content and the scope. (2) In the connotational aspect the methodological and thematic elements of this name are indicated, but in the aspect concerning its scope the designations marking its range are pointed to. From the methodological standpoint of the content of the name "sozology" people speak above all about methods serving to research the object of this science. Here the empirical, humanist, philosophical and systemic methods are distinguished. From the thematic standpoint of the term "sozology" the questions and problems within the range of scientific sozological research are stressed. As an example problems and questions are mentioned here like:

An Analysis of Kurtz in the Heart of Darkness

Heart of Darkness tells the tale of a man named Marlow and his quest to find the almost mythical figure of Kurtz. Kurtz is a station chief working for a Dutch trading company at the very end of the Congo river. Kurtz, along with the other station chiefs who are working at various stations along the Congo river, are charged to harvest the plentiful natural resources of the large African continent, primarily ivory. Marlow, who is an experienced sailor and river boat pilot, is charged by the company that employs Kurtz to lead an expedition into the heart of the African Congo to find Kurtz and figure out why he has stopped shipping ivory. Marlow eventually finds his man, only to discover that Kurtz has slipped into madness. Kurtz dies on the trip back out of Africa, only to utter his last words, â€Å"The horror! The horror! †. Kurtz has also scribbled all over his report which he was to turn in to his superiors on the situation and people of the African continent. The scribbling read â€Å"EXTERMINATE ALL THE BRUTES†. These two phrases hold important meaning in Heart of Darkness, as it describes how Kurtz really felt at the end of his journey. Kurtz was described several times to Marlow before and during the trip as a different type of man. This colonial period was famous for the hypocrisy of the European Empires, who in their double edged mission of spreading the culture of the white man while harvesting resources of the foreign lands of the world, horribly failed on the former and were astonishingly successful at the latter. Kurtz was supposed to be a different kind of man. He was described to Marlow as being a true humanitarian, a man who would not only turn a profit for the company but at the same time uplift and civilize the natives of Africa. Marlow was immensely impressed with Kurtz and was eager to finally see the man for himself. What Marlow found couldn’t have been further from the truth. When Marlow finally see’s Kurtz and his compound for the first time, he’s shocked to find that the man is almost held in reverence by the villagers. He has also taken an apparent mate from the villagers. Marlow soon discovers that Kurtz used his arrival on the boat and his possession of firearms as a means to awe the villagers into accepting him as their demi god. Marlow eventually finds Kurtz, who is by now extremely sick both physically and mentally, crawling along a jungle path at night towards a village celebration. Marlow cuts him off and decides that if Kurtz won’t go with him of his own free will, he will kill him right then and there. Kurtz relents and allows Marlow to take him back to civilization. The next morning Marlow loads Kurtz onto the boat and they begin their journey back to Europe. It is during this trip on the river out of Africa that Kurtz, who is slowly dying, has a moment of clarity. His last words are â€Å" The horror! The horror! †. These words are symbolic of what Kurtz felt at realizing that he had become even more â€Å"savage† than the so called savages. Kurtz entrusts his papers that he was writing to Marlow. The papers were intended originally to be a humanitarian paper on the good Kurtz had done for the villagers. Scribbled across the papers now, were the words â€Å"EXTERMINATE ALL BRUTES! †. These words are an irony for the mission that Kurtz intended to fulfill. His humanitarian mission had degenerated into a mission of violence and exploitation. He no longer intended to help the people of Africa, he intended to kill them and take as much from them as they could. Kurtz in the end revealed in his final words what becomes of a man who willingly walked into a new land thinking he could be a savior to a people he thought beneath him. In reality, he ended up turning into the true definition of a â€Å"savage†. He became a person who killed with no mercy in order to take what he wanted. In his moment of clarity, he realized the horror of the what he had become. His mission of exterminating the brutes had been successful until his sad, lonely death.

Cause and Effect Essay Tv - 1594 Words

It often seems like everywhere one looks, violence is there rearing its ugly head. We see it in the streets, back alleys, school, and even at home. The last of these is a major source of violence. In many peoples living rooms there sits an outlet for violence that often goes unnoticed. It is the television, and many parents use it as a cheap babysitter for their children when there are busy doing chores or out running errands. Children who view it are often pulled into its realistic world of violence scenes with sometimes devastating results. Much research has gone into showing why children are so mesmerized by this big glowing box and the action that takes place within it. Research shows that it is definitely a major source of†¦show more content†¦Instead of just seeing a police officer handing a ticket to a speeding violator, he can beat the offender bloody on television. However, children do not always realize that this is not the way things are handled in real life. They come to expect it, and when they dont see it the world becomes bland and in need of violence. The children then can create the violence that their mind craves. The television violence can cause actual violence in a number of ways. As explained above, after viewing television violence the world becomes boring in comparison. The child needs to create violence to keep him satisfied. Also the children find the violent characters on television fun to imitate. Children do imitate the behavior of models such as those portrayed in television, movies, etc. They do so because the ideas that are shown to them on television are more attractive to the viewer than those the viewer can think up himself. This has been widely seen lately with the advent of the Mighty Morphing Power Rangers. Young children cannot seem to get enough of these fictional characters and they often portray them and their violent actions. Another reason why television causes violence in children is apparent in the big citi es. Aggressive behavior was more acceptable in the city, where a childs popularity rating with classmates was not hampered by his orShow MoreRelatedThe Effects Of Obesity On The Health Organization905 Words   |  4 Pageskg/m^(-2) are considered obese. Obesity can be the main cause of many cardiovascular diseases. This severe issue can be caused by many factors, and even though there are some unpreventable causes like genetics, this essay is going to focus on some of preventable causes only. In the following paragraphs, a brief information of obesity effects are to be presented, and three causes are going to presented along with solutions for each cause. 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