Pestle

Price 7 8. Brand Mantra 7 9. Brand Identity 8 10. Brand Equity 8 11. Critical Point 8  1.

Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011). In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, especially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands. Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially

According to her, marketing helping companies build a formal brand of a company which will lead consumers to get use to the company and build a good relationship with it. During the late 19th and early 20th century, the main focus was on advertising new products, and because of mass production, companies would create similar products resulting in companies competing for consumers. Furthermore, she discusses that the concept of branding had be relevant in the early 1880, and nowadays selling an image or lifestyle is crucial for a firm (2000). Though Klein backs up her claim by using exams from the mid and late 20th century, they are still very relevant today. Branding is much more important than advertising. No longer are advertisements found allover the place, instead if a consumer knows a brand, they are more likely to remain faithful to that brand. Brands still create familiarity and emotional ties between consumers and companies. Overall, it is evident that the brand is more important than the product (Klein,

Currency exchange rates: exchange rates are the factor to make decision when people want to choose travel choices. The impacts are relatively in short-term and affect to the demand for international travel.

Therefore, by discussing the environmental factors of ‘PESTLE’, in my personal opinion, I strongly believe that the ‘Political’, the ‘Economic’ and the ‘Legal’ environments have the most impact on Tesco as it operates internationally, in the United Kingdom and within 12 markets across Asia and Europe. For this very reason it very important to consider all possible, political, economic and legal structures, impacts and outcomes which might affect the overall success of the company as they play a major role in relation to one another.

The exploration of the government sponsored website, choosemyplate.gov was enlightening and informational. This webpage gives detailed information on the appropriate diet for someone who is conscious about health and wellness. The diet that is suggested is based on one that is conducive to someone who is a risk for heart disease. The suggestions made by the website emphasis the importance of fruits and vegetables, whole grains, and protein. The ‘choose my plate’ logo suggest that half of the daily calorie intake should come from fruits and vegetables. The website strives to be a user friendly as a government sponsored website can be; super tracker is an option allowing for users to track their calorie intake (eating) and output (exercise). This allows for anyone with access to the internet to track their net intake of nutrients. There are many reports that will analyze what nutrients are being neglected or over eaten. While these report options are a great tool for use. The input method is

Globally the tourism and hospitality industry is undergoing and evolving the radical changes. From the past experiences are now advancing at greater pace through faster development of skills and knowledge developed to create and adapt innovation in several ways. Therefore, it is important to have greater understanding of current issues and knowledge in order to cope with future challenges effectively.

The airline industry is greatly influenced by the the travel and tourism trends across the globe. The World Travel and Tourism Board states that the the level of tourism is likely to grow even as the years progress. The growth in the level of tourism is expected to grow at a level of 4.5 per cent annually. This is expected to continue upto 2017. Thus the organization should fully prepare it self and take over the tourism market.

Tourism plays a vital role in economic development in most countries around the world. The industry has not only direct economic impact, but also significant indirect and influential impacts. There is agreement among experts that the travel and tourism sector is the fastest growing of global economy. According to the latest UNWTO World Tourism Barometer, international tourism receipts surpass US$ 1 trillion in 2011, growing about 3.8%up from 2010 (WTO, 2012).

Ranked by Fortune magazine as one of top 100 companies to work for in America, 5th place in 2007.

Today, the business volume of tourism equals or even surpasses that of oil exports, ‎food products or automobiles. Tourism has become one of the major aspects in ‎international commerce, and represents at the same time one of the main income ‎sources for many developing countries. This growth goes hand in hand with an ‎increasing diversification and competition among destinations.‎

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

As concluded in the case, there is a significant potential in focusing on customer’s needs, the third C in the triangle of Company, Competitor and Customer. In doing so, SCTP can build customer-based brand equity (Keller, 2001). Keller (2001) provides a four steps-model to build a strong brand that customers like to relate to.

The iPhone has significantly changed the way consumers purchase brands; it has enabled them to rely on the company behind the phone making the customer ‘ Brand sensitive’. According to Arvidison (2006) the rise of brands did not only target the consumption of brand culture but it also took in the ‘ world of make’. In the early 80s companies discovered the term ‘ organizational identity’ as a way to direct and adapt a style of command, however, it became important for companies to sell their ‘values and goals to employees, to make them

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.