Brand Image and Corporate Identity Essay Example | Topics and Well Written Essays - 750 words

Brand Image and Corporate Identity - Essay Example The two elements, brand name, and corporate identity must be addressed for the success of the firm. A brand name offers a distinction between a company’s product and other substitutes in the market. The main aim of the brand name is to enable customers to distinguish a particular product from a pool of substitutes. An effective marketing plan includes a brand name that the organization holds onto to enhance better response from customers. Marketing executives create unique brand names that are attractive to the customers and also create a clear distinction with other products such that customers can easily memorize and identify the brand. A successful brand name must be relevant, coherent, differentiated and be able to create a reputation. One of the firms that have a successful brand name is The Coca-Cola Company. Its brand name, Coca-Cola, has stood out in the face of stiff competition. The brand name is common to many soft drink buyers around the globe. The company uses its one brand name strategy to penetrate new markets and also maintain its existing market share (Lamb, Hair & McDaniel 2010). The brand, Coca-Cola, is known in virtually every household and thus cannot be confused with any other brand. A Brand name is made to stick into the target market and create a long-lasting loyalty to the brand despite other shortcomings of the firm (Berens, Riel & Bruggen 2005). Every product of a firm contains the brand name that acts as the marketing cornerstone. As such, marketers must ensure that the brand name is capable of attracting the target audience and also promote it aggressively so that it reigns in purchasing decisions made in the target market. Moreover, a brand name enhances the investors’ perception of the products of the firm and thus attracts investors, shareholders, and creditors.The corporate identity of a firm represents the general or the overall way.

Leadership Essay Example | Topics and Well Written Essays - 500 words - 12

Leadership - Essay Example In the film Dead Poet’s Society, by Peter Weir, Mr. Keating, is an English teacher at an old preparatory school, who steers his students to greater heights, by teaching his students, through experience, how to think critically. Dead Poet’s Society features a leader, Mr. Keating, an English teacher, who is very disturbing, but at the same time curiously inspiring. Mr. Keating steers his students to love learning and poetry, completely changing their controlled and structured academic existence. He crosses boundaries that should otherwise not be crossed by someone traditionally demanding of respect and authority. He arrives at Hillside Academy, a preparatory school for old boys, to start working as an English teacher. He is an inspirational and involved teacher, who uses declarations, "Carp Per Diem† to conquer the day. Among others, he quotes Whitman Walt and relates his overall theme of rising above mediocrity and convention, to these literary passages. He encourages his students to approach learning through a more intuitive and deeper understanding of life from literature, as opposed to rote memorization and structure. Mr. Keating illustrates two different methods of leadership. It displays individual reactions to each other, and the consequences of these leadership methods. The leadership approach of Mr. Keating’s creates a strong student- teacher bond thus empowering them to be successful. In his classroom, students have no other choice than to think for themselves. Keating’s actions and words strengthen his personal connection to his students as well as a sense of trust. Trust goes a long way in creating respect, concern, fairness and understanding. However, he at times sets up himself as the only one who can lead students to this greater understanding, but his motivation is wholly admirable. This attempt, unconscious about his part, paradoxically creates a similar situation that