Social Enterprise And Increasing The Overall Well-being Research Paper

Social Enterprise And Increasing The Overall Well-being - Research Paper Example From the point of view of asset management, a social enterprise can increase the overall diversification of the portfolio while at the same time add more ethical trading and investing philosophy into the overall portfolio management also. It is generally believed that portfolio managers may have to only invest in the commercial entities to generate more value for their clients. Overall risk diversification and return strategies are therefore often tailored according to the dynamics of how a for-profit business actually operates and generate more value for the portfolio managers. Non-Profit wealth creation through social enterprise is viable and sustainable activity and can increase the overall well-being of the society while at the same time allowing asset managers to actually diversify their risks and also add more ethical investing and portfolio management orientation to the whole process of asset management. (Field, 2014) This paper will be focusing on understanding the impact of non-profit wealth creation on the overall portfolio risk and return. This paper will further add on to whether the non-profit wealth creation will actually add more ethical orientation to the portfolio management or not. The overall concept and idea of a social enterprise existed for long, however, it has recently gained more momentum with large organizations such as Dannon entering into joint ventures to form social enterprises. A social enterprise’s focus is on the use of commercial strategies and tactics to achieve more value and improvement in the human and environmental well-being. A social enterprise’s main objective, therefore, is not the maximization of the shareholders’ value or wealth but to help improve the environment and the human life.

MGT_3900 Essay Example | Topics and Well Written Essays - 500 words

MGT_3900 - Essay Example The business planning process requires a thorough analysis of the following areas. This is the introductory stage of the business plan. The section involves creating an outline of the business and its intentions. The interested parties in a business plan will require knowing why the business exists. In order to make them aware of the business plan, the planner needs to include the following vital parts. This step involves clarifying what is more important to a business. Mission statement involves providing a clear purpose for the readers with the context for the venture and will giving the business its new meaning. In order to do this, the business comes up with a comprehensive mission statement. Business overview is the summary of the present state of the business venture. Business overview describes the principal owners of the business venture and its classification. For instance, sole proprietorship, partnership, or corporation lists the business owners. In addition, this stage describes the kind of business, which the venture operates such as manufacturing, retailing, wholesale, service providing, or some combination. This is the second stage of making a business plan. This section discusses the market and the approach in which the business is going to take. Moreover, this section discusses market characteristics, target customer profile, level of competition, and how the business is going to make maximum use of them to make a successful venture. This stage discusses various market forces such as supplier power, new competitors, substitute products, buyer power, industry rivalry, and government regulations. The third important stage of making a business plan is competitor assessment. The section involves a thorough analysis of the business competitors. This section involves defining the competitors and their profile by deeply looking into their strengths and weaknesses. In this section, the business plan discusses customer profile and their

Group Concepts Essay Example for Free

Group Concepts Essay Elements of an effective group. An effective group has several essential elements: positive interdependence (group members are linked with each other and are aware of this connectedness, they feel that their personal success depends on group success and group success depends on their personal success); two-way communication (exists when communication channels work in both directions and feedback is appreciated); distributed leadership (having more than one source of leadership, seeing every member of a group as an expert who is capable of making a difference); power based on expertise (those in power are those who hold the expertise; expertise becomes a source of power and an expert can influence others). Comprising all these elements, a group is â€Å"more than the sum of its parts† (Johnson Johnson, 2009, p. 20). These characteristics foster creativity and open-mindedness, for everyone can freely express his or her thoughts feeling that the feedback is appreciated. Such an environment allows challenging one another’s views, which helps seeing problems from different points of view and finding the optimal decision. 2) Team versus Group. Positive synergy is what distinguishes teams from groups. A group is a collective of individuals who share information and make decisions but who do not have a need for joint work. A group’s performance is the sum of its members’ performance. At the same time, a team is a collective of individuals united by a common goal and the need for joint efforts. A team’s performance is more than the sum of its members’ performance. Team members depend on each other and are interconnected, whereas each of group members primarily works on their own. Different tasks require different types of groups – for some, joint effort is not necessarily needed and the summation of individual performances of experts will bring the desired results; in other cases, working together is absolutely necessary for achieving the goal. It primarily concerns creative tasks that require innovation and more than one perspective. In such cases, teams can produce a better result than groups. To work in teams, not merely expertise is needed but also the desire and the ability to collaborate (Lecture 1. 1). 3) Team Effectiveness. Effective teams have the following characteristics: the goals are clear and coordinated with the individuals’ goals so that each team member is committed to achieving the team goals; conflicts are not suppressed but managed as the sources of creativity and innovation; there is two-way communication instead of one-way communication, open relationships rather than closed relationships, and feedback is asked and provided openly; all team members participate in group work, nobody is left behind; leadership is shared among team members; decision-making and problem solving involves all team members and participation is encouraged at all levels; risk taking is encouraged and mistakes are treated as the sources of learning rather than failures that deserve punishment (Lecture 1. 3). This is a rather long list but meeting all these criteria is not that complex as it seems to be, for most of these characteristics are interconnected and acquiring one entails another. For me, open relationships and two-way communication are the crucial skills; they involve opportunities for providing feedback, open discussion of goals, of conflict situations, participation in decision-making, etc. These require open mindedness and results in group’s being â€Å"more than the sum of its parts†, which is an essential characteristic of a work team that distinguishes it from a work group (Johnson Johnson, 2009, p. 20). 4) Sources and Value of Diversity. There are three major sources of diversity: demographic characteristics (ethnicity, race, religion, sex, language, age, social class, regional differences); personality characteristics (educational level, different attitudes, lifestyles, etc. ); abilities and skills (expertise in different areas, different technical or social skills, etc. ). Diversity can be a source of conflicts, misunderstandings, and hostility. However, if there is tolerance and respect to others, diversity is a powerful source of learning and creativity. If the mind is open, diversity brings in many new ideas and perspectives. People of different cultures and/or backgrounds often see the same things very differently, and acknowledging their different perspectives allows adopting a new creative and innovative approach. 5) Avoidance of Controversy. Controversy is often avoided in groups and perceived as a negative and stressful phenomenon. Thus, fear and ignorance stops group members from engaging in controversy. Yet, it should be valued and even stimulated. Controversy is an important part of any decision-making process. It means that more than one view on the problem is presented. Controversy helps weigh all possible views and find the optimal decision. In most situations, there is more than one view on the problem, and controversy helps find out the advantages and disadvantages of each view. Without an opportunity for controversy, the drawbacks of the chosen position may remain unnoticed and lead to tragic consequences. 6) Groupthink (how does leadership identify and prevent? ). Groupthink is one of the factors hindering group decision-making. It takes place when a group adopts an uncritical view of its own judgments. Usually it comes out when the group is homogeneous, values consensus, and has little time for producing a decision. It can be identified by its symptoms which include: belief that their judgments are right; illusion of invulnerability; collective rationalizing of poor decisions; sharing stereotypes concerning out-groups; self-censorship; maintaining illusion of unanimity; exercising pressure on those who disagree; protecting authority (PowerPoint Lecture 2. 2). Some of the strategies to prevent negative effects of groupthink include: resort to the help of outside experts; one of group members should be assigned a role of a critical evaluator who will question all decisions; the leaders should avoid making their own preferences explicit; allow time for discussion and elaborating alternative decisions. 7) Group Norms and how they are created. Group norms are implicit or explicit modes of conduct within the group that guide group members’ behavior without the direct application of power. Norms establish the rules and define what can be regarded as acceptable and unacceptable behavior. Group members should conform to group norms if they want to be a part of the group. Those who disobey usually experience pressure from the other group members up to the exclusion from the group. Group norms are created as a result of interaction between individuals and agreement on what can be considered right. They experience influence from the dominant culture in which the group operates. It is a kind of synergy of cultural norms, adopted organizational practices, and individual norms of every group member. Group norms regulate things from how much one can talk at a group meeting to how many times a day one can drink tea without being suspected to be lazy. 8) Experiential Learning (Lewin’s 12 principles). Experiential learning is, in short, learning through experience. It helps change learner’s attitudes, behavioral patterns, and action theories. Lewin defined 12 principles of experiential learning which describe the process of experiential learning and its effects. This kind of learning is more effective than simply acquiring new information. One of Lewin’s principles states that people tend to believe more in knowledge they discovered themselves than in knowledge taught by others. Experience is a form of active learning that is more effective than a passive process and that is able to change one’s attitudes and action theories. If action theories and attitudes do not change, the effect of learning will be only temporary. For changes in attitudes to occur, perception of oneself and one’s social environment must change. This kind of change can be easier achieved in a group context than in an individual context, and this context has to be a friendly and supportive one in order to facilitate the person’s ability to experiment with new attitudes. In fact, these 12 principles are the elaboration of the simple truth that we all learn from mistakes and experience. Like a child gets to know that fire hurts from firsthand experience rather than from the precautions of adults, we all tend to acquire new knowledge and change our behavioral patterns according to our own experience rather than taking somebody’s theories on trust. 9) Epistemic Curiosity. Epistemic curiosity is a state of mind that forces the person to search actively for more information in an attempt to relieve tension from conceptual conflict. Conceptual conflict or discrepancies in the existent practices and conditions point out that there is an information gap, which results in uncertainty and dissatisfaction. To eliminate dissatisfaction, the person strives to get more information and fill the information gap thus explaining to himself the discrepancies and acquiring certainty. Thus, epistemic curiosity is a powerful drive for knowledge. It is one of the ways by which controversies can be resolved. Stimulating data gathering and learning, it helps find optimal ways and grounds for adopted decisions. 10) Group Dynamics (what does this mean? ). The term group dynamics refers to the study of group development and of interactions within the group. Understanding group dynamics, one can diagnose how well the group is functioning, what can be done to improve performance, and intervene to make the required changes. It requires understanding of group processes and stages of group development. The essential point here is that the group is viewed not as a collection of individuals but as a real unit bound by positive interdependence. Simply put, group dynamics means the development of group over time, the processes that take place within the group, the relationships and interactions, changing attitudes, etc. B. A. R. T. analysis is a useful tool for studying group dynamics as it reveals major dimensions: boundaries (in terms of time, territory, tasks), authority (both formal and informal), roles (multiple formal and informal roles), and tasks (visions, missions, different understandings of the task, practical challenges, etc. ). 11) Stages of Group Development. Different authors describe different stages of group development. Tuckman elaborated a 5-stage model that comprises forming, storming, norming, performing, and adjourning. Johnson and Johnson (2009) list 7 stages of group development: (1) defining and structuring procedures, (2) conforming to procedures, (3) recognizing mutuality and building trust, (4) rebelling and differentiating, (5) committing to and taking ownership for the goals, procedures, and other members, (6) functioning maturely and productively, and (7) terminating (p. 28). Both models describe group development from its formation to its dismissal, but Johnson and Johnson’s model is a more elaborated and detailed one. In fact, it breaks the initial stage of forming to three stages that include defining procedures, conforming to procedures, and building trust. Thus, it underlines the normative element at the initial stages of group development. It is interesting also that according to both models rebelling, or storming, should take place before the group begins to function maturely. It once again proves the value of conflict. 12) Leadership Styles. There are three major leadership styles: autocratic, when the leader dictates his will and makes decision by himself without consulting group members; these decisions are enforced then; democratic, when the leader encourages involvement of group members into decision-making process, values opinions of others, and takes into account different views; laissez-faire, when the leader’s participation in decision making is minimal and group members are allowed maximum freedom. It cannot be concluded that one of these styles is better than the other, for the choice of style usually depends on the situation, on the leader’s personal abilities, and on company values. Some situations require autocratic leadership (for example, when there is no time for discussion and the decision, either good or bad, has to be made and implemented quickly), whereas in other cases democratic or laissez-faire leadership will work better. Giving freedom to employees make them feel valued and trusted which stimulates them. 13) Sources of Power. There are five major sources of power: legitimate power, having its source in the person’s position (group members believe that the person has a right to influence others in virtue of his or her position in the organization); reward power, having its source in the person’s ability to reward certain types of behavior; coercive power, having its source in the threat of punishment; expert power, having its source in the skills and knowledge of a person (group members believe that the person has a right to influence others in virtue of his or her expertise); referent power, having its source in person’s being liked and respected by others (group members comply out of respect). Legitimate, reward, and coercive power are usually associated with a formal position of the person, whereas expert power and referent power have its sources in the person’s abilities. Coercive power is very likely to produce resistance, and referent power results in commitment to the person. For leaders and managers, it is better to combine more than one source of power and have expert and/or referent power in addition to power based on formal position. In this case the followers will comply more willingly. 14) Organizational Culture. Organizational culture is a set of basic assumptions, norms, values, and behavioral patterns that regulate how people interact within an organization and with outsiders. It comprises rules, customs, symbols, visions, organizational environment and structures, etc. It is formed under the influence of the national culture, the management beliefs and values, and the sum of individual beliefs. None of these factors can form organizational culture on itself, but each of them can influence the formation and development of organizational culture. In fact, organizational culture is what distinguishes one organization from another. It is strong when it can stimulate a sense of belonging in the employees. Changing organizational culture is a very complex task that requires much time and care. The attempts to impose new values at once are likely to rouse a good deal of resistance. 15) Social Interdependence. Social interdependence among group members is the essence of a group. It means that one’s outcomes depend on the others, and vice versa. Social interdependence theory states that the type of interdependence existing in a group defines the type of interaction among members and, therefore, the results. Positive interdependence facilitates promotive interaction, when group members promote each other’s efforts to achieve the goal. Negative interdependence facilitates oppositional interaction when group members oppose and obstruct each other’s efforts to achieve the goal. When there is no interdependence, no interaction occurs, and group members focus on their individualistic efforts. Social interdependence makes a group a whole, because when a group member cannot achieve a goal on his own he has no choice but to interact with others. Positive interaction results in higher level of performance, because it creates supportive and collaborative working environment that stimulates each member’s efforts. 16) Gaining and loosing trust. Trust is a complex notion that is difficult to define, but without trust normal functioning of a group is impossible. Distrust increases competition and often results in conflict leading to destructive consequences. To gain trust, risk and confirmation are necessary. Risk and disconfirmation lead to losing trust. Thus, in both cases risk is an essential factor. A person should risk by disclosing his personal thoughts and feelings to another person, and in case his openness is accepted trust is built, whereas when the person’s openness is betrayed trust is destroyed. Trust is easier destroyed than built. It is enough to betray one’s feelings only once to lose trust, but it takes much time and efforts to restore it. Therefore, one needs to behave very carefully in order not to destroy trust and not abuse the other’s vulnerability. 17) Superordinate Identity (4-steps). Developing a superordinate identity is one of the four steps of the process of recognizing and valuing diversity in groups. This process includes: (1) appreciating one’s own identity (culture, religion, gender, etc. ), (2) appreciating the others’ identities; (3) developing a superordinate identity, and (4) learning a pluralistic set of values. The superordinate identity is the summation of all personal identities existent in the group; it unites and comprises diverse values in a single group identity. It is based on a pluralistic set of values and does not exclude any of the personal identities of group members. It helps overcome otherness and value differences. 18) Language Sensitivity. Being language sensitive means understanding which words and expressions are appropriate and which are inappropriate for communication with diverse groups and people of different backgrounds. It is clear that we communicate differently with our friends than with our boss. Similarly, what is good for people of one background may be inappropriate in communication with people of a different background? To avoid misunderstandings and miscommunication, individuals should heighten their language sensitivity and avoid using language that can be abusing for others. In some cases, the difference between communication patterns is obvious (like in the example with friends and boss); in other situations, we may not even be aware of differences (for example, when communicating with people from different cultures who can be used to absolutely different communication patterns). Therefore, language sensitivity often requires not merely â€Å"sensitivity† as it is but sensitivity supported by knowledge about different cultures. 19) Egocentrism. Egocentrism is the opposite of perspective-taking, or adhering to one’s own point of view so that other viewpoints are ignored. Egocentric person may even not be aware of the other points of view and of possible limitations of his or her own perspective. One’s own views are accepted uncritically whereas others’ views are criticized, and valued only if they agree with one’s own (Johnson Johnson, 2009, p. 297). Egocentrism limits the ability to see things objectively and therefore hinders decision-making process. When each member is uncritical about his personal views, a competition develops that aims not at producing the optimal decision but at proving that â€Å"my† view is the best one and making others comply. It often results in low-quality decisions. 20) Team Ethics. Team ethics is a set of moral principles adopted in a team that govern members’ behavior and define what is right. In this respect, it is related to organizational culture and group norms, for it also relies on common values. Team members are expected to comply with these moral principles, for unethical behavior is never praised. Team ethics develops alongside with team culture and experiences the influence of ethical systems adopted in the national culture and of the ethical beliefs of management and team members. However, it is usually more than a sum or a compromise of many ethical considerations. Team ethics should not level off individual ethical systems; it should rather provide a more elevated and demanding understanding of what is right. For team ethics to create a collaborative and supportive environment, it has to comprise such values as respect for others, acknowledging each member’s rights and needs, valuing liberty and diversity, respect for human rights, etc. 21) 5 steps to effective problem solving. Five steps to effective problem solving include: 1) identify the problem (formulating a single question the answer to which is likely to resolve the problem; that is why this tactics is also called Single Question Format); 2) create a collaborative setting (an agreement on principle for discussion should be reached and any assumptions and biases brought to surface); 3) identify and analyze the issues (to fully understand the nature of the problem, some minor issues, or sub-questions, should be identified and discussed); 4) identify possible solutions (several possible courses of action as well as their respective advantages and disadvantages should be defined); 5) resolve the single question (choose the optimal solution among those proposed that answers the single question). (Lecture 2. 4. ) This approach has a benefit of focusing attention on the most important issue without dispersing it to minor issues. Defining a problem correctly is a half of success in problem-solving. When the single question is defined correctly, it gets to the root of the problem, and answering it is likely to resolve all minor problems associated with the greater one. 22) Reflections on Virtual Groups and Teams. During this course, we participated in virtual groups. This experience is very different from participating in face-to-face communication. Many limitations impede group development. First of all, virtual team members communicate directly with each other only rarely, which gives only few opportunities for knowing each other better and developing trust and confidence. Then, technical issues (like the problems some of us had with microphones) may interrupt communication from time to time. Finally, I think that the lack of nonverbal communication is also an obstacle, for we often perceive the other’s feelings and intentions from facial expressions, eye gaze, etc. In this case, we only had to rely on words. I believe that all these obstacles result in the need for more time for a group to become a team and for trust and confidence to develop compared to face-to-face communication. However, the need for joint work and effort united us, and by the end of the course we were feeling quite confident. Therefore, to unite virtual groups, there is a need for regular and frequent communication and tasks that require joint efforts. References Johnson, D. W. , Johnson, F. P. (2009). Joining together: Group theory and group skills. 10th ed. Boston, MA: Allyn Bacon.

Concepts of Brand Identity and Positioning

Concepts of Brand Identity and Positioning A brand is not the name of a product. It is the vision that drives the creation of products and services under that name. That vision, the key belief of the brands and its core values is called identity. It drives vibrant brands able to create advocates, a real cult and loyalty. Modern competition calls for two essential tools of brand management: ‘brand identity, specifying the facets of brands uniqueness and value, and ‘brand positioning, the main difference creating preference in a specific market at a specific time for its products. For existing brands, identity is the source of brand positioning. Brand positioning specifies the angle used by the products of that brand to attack a market in order to grow their market share at the expense of competition. Defining what a brand is made of helps answer many questions that are asked every day, such as: Can the brand sponsor such and such event or sport? Does the advertising campaign suit the brand? Is the opportunity for launching a new product inside the brands boundaries or outside? How can the brand change its communication style, yet remain true to itself? How can decision making in communications be decentralised regionally or internationally, without jeopardising brand congruence? All such decisions pose the problem of brand identity and definition which are essential prerequisites for efficient brand management. Brand identity: a necessary concept Like the ideas of brand vision and purpose, the concept of brand identity is recent. It started in Europe (Kapferer, 1986).The perception of its paramount importance has slowly gained worldwide recognition; in the most widely read American book on brand equity (Aaker, 1991), the word ‘identity is in fact totally absent, as is the concept. Today, most advanced marketing companies have specified the identity of their brand through proprietary models such as ‘brand key (Unilever), ‘footprint (Johnson Johnson), ‘bulls eyes and ‘brand stewardship, which organise in a specific form a list of concepts related to brand identity. However, they are rather checklists. Is identity a sheer linguistic novelty, or is it essential to understanding what brands are? What is identity? To appreciate the meaning of this significant concept in brand management, we shall begin by considering the many ways in which the word is used today. For example, we speak of ‘identity cards a personal, non-transferable document that tells in a few words who we are, what our name is and what distinguishable features we have that can be instantly recognised. We also hear of ‘identity of opinion between several people, meaning that they have an identical point of view. In terms of communication, this second interpretation of the word suggests brand identity is the common element sending a single message amid the wide variety of its products, actions and communications. This is important since the more the brand expands and diversifies, the more customers are inclined to feel that they are, in fact, dealing with several different brands rather than a single one. If products and communication go their separate ways, how can customers possibly perceive these different routes as converging towards a common vision and brand? Speaking of identical points of view also raises the question of permanence and continuity. As civil status and physical appearance change, identity cards get updated, yet the fingerprint of their holders always remains the same. The identity concept questions how time will affect the unique and permanent quality of the sender, the brand or the retailer. In this respect, psychologists speak of the ‘identity crisis which adolescents often go through. When their identity structure is still weak, teenagers tend to move from one role model to another. These constant shifts create a gap and force the basic question: ‘What is the real me? Finally, in studies on social groups or minorities, we often speak of ‘cultural identity. In seeking an identity, they are in fact seeking a pivotal basis on which to hinge not only their inherent difference but also their membership of a specific cultural entity. Brand identity may be a recent notion, but many researchers have already delved into the organisational identity of companies (Schwebig, 1988; Moingeon and Soenen, 2003). There, the simplest verbal expression of identity often consists in saying: ‘Oh, yes, I see, but its not the same in our company! In other words, corporate identity is what helps an organisation, or a part of it, feel that it truly exists and that it is a coherent and unique being, with a history and a place of its own, different from others. From these various meanings, we can infer that having an identity means being your true self, driven by a personal goal that is both different from others and resistant to change. Thus, brand identity will be clearly defined once the following questions are answered: What is the brands particular vision and aim? What makes it different? What need is the brand fulfilling? What is its permanent nature? What are its value or values? What is its field of competence? Of legitimacy? What are the signs which make the brand recognisable? These questions could indeed constitute the brands charter. This type of official document would help better brand management in the medium term, both in terms of form and content, and so better address future communication and extension issues. Communication tools such as the copy strategy are essentially linked to advertising campaigns, and so are only committed to the short term. There must be specific guidelines to ensure that there is indeed only one brand forming a solid and coherent entity. Brand identity and graphic identity charters Many readers will make the point that their firms already make use of graphic identity ‘bibles, either for corporate or specific brand purposes. We do indeed find many graphic identity charters, books of standards and visual identity guides. Urged on by graphic identity agencies, companies have rightly sought to harmonise the messages conveyed by their brands. Such charters therefore define the norms for visual recognition of the brand, ie the brands colours, graphic design and type of print. Although this may be a necessary first step, it isnt the be all and end all. Moreover, it puts the cart before the horse. What really matters is the key message that we want to communicate. Formal aspects, outward appearance and overall looks result from the brands core substance and intrinsic identity. Choosing symbols requires a clear definition of what the brand means. However, while graphic manuals are quite easy to find nowadays, explicit definitions of brand identity per se are still very rare. Yet, the essential questions above (ie the nature of the identity to be conveyed) must be properly answered before we begin discussing and defining what the communication means and what the codes of outward recognition should be. The brands deepest values must be reflected in the external signs of recognition, and these must be apparent at first glance. The family resemblance between the various models of BMW conveys a strong identity, yet it is not the identity. This brands identity and essence can actually be defined by addressing the issue of its difference, its permanence, its value and its personal view on automobiles. Many firms have unnecessarily constrained their brand because they formulated a graphic charter before defining their identity. Not knowing who they really are, they merely perpetuate purely formal codes by, for example, using a certain photographic style that may not be the most suitable. Thus Nina Riccis identity did not necessarily relate to the companys systematic adherence to English photographer David Hamiltons style. Knowing brand identity paradoxically gives extra freedom of expression, since it emphasises the pre-eminence of substance over strictly formal features. Brand identity defines what must stay and what is free to change. Brands are living systems. They must have degrees of freedom to match modern market diversity. Identity: a contemporary concept That a new concept identity has emerged in the field of management, already well versed in brand image and positioning, is really no great surprise. Todays problems are more complex than those of 10 or 20 years ago and so there is now a need for more refined concepts that allow a closer connection with reality. First of all, we cannot overemphasise the fact that we are currently living in a society saturated in communications. Everybody wants to communicate these days. If needed, proof is available: there have been huge increases in advertising budgets, not only in the major media but also in the growing number of professional magazines. It has become very difficult to survive in the hurly-burly thus created, let alone to thrive and successfully convey ones identity. For communication means two things: sending out messages and making sure that they are received. Communicating nowadays is no longer just a technique, it is a feat in itself. The second factor explaining the urgent need to understand brand identity is the pressure constantly put on brands. We have now entered an age of marketing similarities. When a brand innovates, it creates a new standard. The other brands must then catch up if they want to stay in the race, hence the increasing number of ‘me-too products with similar attributes, not to mention the copies produced by distributors. Regulations also cause similarities to spread. Bank operations, for example, have become so much alike that banks are now unable to fully express their individuality and identity. Market research also generates herdism within a given sector. As all companies base themselves on the same life-style studies, the conclusions they reach are bound to be similar as are the products and advertising campaigns they launch, in which sometimes even the same words are used. Finally, technology is responsible for growing similarity. Why do cars increasingly look alike, in spite of their different makes? Because car makers are all equally concerned about fluidity, inner car space constraints, motorisation and economy, and these problems cannot be solved in all that many different ways. Moreover, when the models of four car brands (Audi, Volkswagen, Seat and Skoda) share many identical parts (eg chassis, engine, gearbox), for either productivity or competitiveness purposes, it is mainly brand identity, along with, to a lesser extent, whats left of each car, which will distinguish the makes from one another. Diversification calls for knowing the brands identity. Brands launch new products, penetrate new markets and reach new targets. This may cause both fragmented communications and patchwork images. Though we are still able to discern bits and pieces of the brand here and there, we are certainly unable to perceive its global and coherent identity. Why speak of identity rather than image? What does the notion of identity have to offer that the image of a brand or a company or a retailer doesnt have? After all, firms spend large amounts of money measuring image. Brand image is on the receivers side. Image research focuses on the way in which certain groups perceive a product, a brand, a politician, a company or a country. The image refers to the way in which these groups decode all of the signals emanating from the products, services and communication covered by the brand. Identity is on the senders side. The purpose, in this case, is to specify the brands meaning, aim and self-image. Image is both the result and interpretation thereof. In terms of brand management, identity precedes image. Before projecting an image to the public, we must know exactly what we want to project. Before it is received, we must know what to send and how to send it. As shown in Figure 7.1, an image is a synthesis made by the public of all the various brand messages, eg brand name, visual symbols, products, advertisements, sponsoring, patronage, articles. An image results from decoding a message, extracting meaning, interpreting signs. Where do all these signs come from? There are two possible sources: brand identity of course, but also extraneous factors (‘noise) that speak in the brands name and thus produce meaning, however disconnected they may actually be from it. What are these extraneous factors? First, there are companies that choose to imitate competitors, as they have no clear idea of what their own brand identity is. They focus on their competitors and imitate their marketing communication. Second, there are companies that are obsessed with the willingness to build an appealing image that will be favourably perceived by all. So they focus on meeting every one of the publics expectations. That is how the brand gets caught in the game of always having to please the consumer and ends up surfing on the changing waves of social and cultural fads. Yesterday, brands were into glamour, today, they are into ‘cocooning; so whats next? The brand can appear opportunistic and popularity seeking, and thus devoid of any meaningful substance. It becomes a mere faà §ade, a meaningless cosmetic camouflage. The third source of ‘noise is that of fantasised identity: the brand as one would ideally like to see it, but not as it actually is. As a result, we notice, albeit too late, that the advertisements do not help people remember the brand because they are either too remotely connected to it or so radically disconnected from it that they cause perplexity or rejection. Since brand identity has now been recognised as the prevailing concept, these three potential communication glitches can be prevented. The identity concept thus serves to emphasise the fact that, with time, brands do eventually gain their independence and their own meaning, even though they may start out as mere product names. As living memories of past products and advertisements, brands do not simply fade away: they define their own area of competence, potential and legitimacy. Yet they also know when to stay out of other areas. We cannot expect a brand to be anything other than itself. Obviously, brands should not curl up in a shell and cut themselves off from the public and from market evolutions. However, an obsession with image can lead them to capitalise too much on appearance and not enough on essence. Identity and positioning It is also common to distinguish brands according to their positioning. Positioning a brand means emphasising the distinctive characteristics that make it different from its competitors and appealing to the public. It results from an analytical process based on the four following questions: A brand for what benefit? This refers to the brand promise and consumer benefit aspect: Orangina has real orange pulp, The Body Shop is environment friendly, Twix gets rid of hunger, Volkswagen is reliable. A brand for whom? This refers to the target aspect. For a long time, Schweppes was the drink of the refined, Snapple the soft drink for adults, Tango or Yoohoo the drink for teenagers. Reason? This refers to the elements, factual or subjective, that support the claimed benefit. A brand against whom? In todays competitive context, this question defines the main competitor(s), ie those whose clientele we think we can partly capture. Tuborg and other expensive imported beers thus also compete against whisky, gin and vodka. Positioning is a crucial concept (Figure 7.2). It reminds us that all consumer choices are made on the basis of comparison. Thus, a product will only be considered if it is clearly part of a selection process. Hence the four questions that help position the new product or brand and make its contribution immediately obvious to the customer. Positioning is a two-stage process: First, indicate to what ‘competitive set the brand should be associated and compared. Second, indicate what the brands essential difference and raison dà ªtre is in comparison to the other products and brands of that set. Choosing the competitive set is essential. While this may be quite easy to do for a new toothpaste, it is not so for very original and unique products. The Gaines burger launched by the Gaines company, for instance, was a new dog food, a semi-dehydrated product presented as red ground meat in a round shape like a hamburger. Unlike normal canned pet foods, moreover, it did not need to be refrigerated, nor did it exude that normal open-can smell. Given these characteristics, the product could be positioned in several different ways, for example by: Attacking the canned pet food market by appealing to well-to-do dog owners. The gist of the message would then be ‘the can without the can, in other words, the benefits of meat without its inconveniences (smell, freshness constraints, etc). Attacking the dehydrated pet food segment (dried pellets) by offering a product that would help the owner not to feel guilty for not giving meat to the dog on the basis that it is just not practical. The fresh-ground, round look could justify this positioning. Targeting owners who feed leftovers to their dogs by presenting Gaines as a complete, nutritious supplement (and no longer as a main meal as in the two former strategies). Targeting all dog owners by presenting this product as a nutritious treat, a kind of doggy Mars bar. The choice between these alternative strategies was made by assessing each one against certain measurable criteria (Table 7.1). The firm ended up choosing the first positioning and launched this product as the ‘Gaines burger. What does the identity concept add to that of positioning? Why do we even need another concept? In the first place, because positioning focuses more on the product itself. What then does positioning mean in the case of a multiproduct brand? How can these four questions on positioning be answered if we are not focusing on one particular product category? We know how to position the various Scotchbrite scrubbing pads as well as the Scotch videotapes, but what does the positioning concept mean for the Scotch brand as a whole, not to mention the 3M corporate brand? This is precisely where the concept of brand identity comes in handy. Second, positioning does not reveal all the brands richness of meaning nor reflect all of its potential. The brand is restricted once reduced to four questions. Positioning does not help fully differentiate Coca-Cola from Pepsi-Cola. The four positioning questions thus fail to encapsulate such nuances. They do not allow us to fully explore the identity and singularity of the brand. Worse still, positioning allows communication to be entirely dictated by creative whims and current fads. Positioning does not say a word about communication style, form or spirit. This is a major deficiency since brands have the gift of speech: they state both the objective and subjective qualities of a given product. The speech they deliver in these days of multimedia supremacy is made of words, of course, but even more of pictures, sounds, colours, movement and style. Positioning controls the words only, leaving the rest up to the unpredictable outcome of creative hunches and pretests. Yet brand language should never result from creativity only. It expresses the brands personality and values. Creative hunches are only useful if they are consistent with the brands legitimate territory. Furthermore, though pretest evaluations are needed to verify that the brands message is well received, the public should not be allowed to dictate brand language: its style needs to be found within itself. Brand uniqueness often tends to get eroded by consumer expectations and thus starts regressing to a level at which it risks losing its identity. Table 7.1 How to evaluate and choose a brand positioning Are the products current looks and ingredients compatible with this positioning? How strong is the assumed consumer motivation behind this positioning? (what insight?) What size of market is involved by such a positioning? Is this positioning credible? Does it capitalise on a competitors actual or latent durable weakness? What financial means are required by such a positioning? Is this positioning specific and distinctive? Is this a sustainable positioning which cannot be imitated by competitors? Does this positioning leave any possibility for an alternative solution in case of failure? Does this positioning justify a price premium? Is there a growth potential under this positioning? A brands message is the outward expression of the brands inner substance. Thus we can no longer dissociate brand substance from brand style, ie from its verbal, visual and musical attributes. Brand identity provides the framework for overall brand coherence. It is a concept that serves to offset the limitations of positioning and to monitor the means of expression, the unity and durability of a brand. Why brands need identity and positioning A brands positioning is a key concept in its management. It is based on one fundamental principle: all choices are comparative. Remember that identity expresses the brands tangible and intangible characteristics everything that makes the brand what it is, and without which it would be something different. Identity draws upon the brands roots and heritage everything that gives it its unique authority and legitimacy within a realm of precise values and benefits. Positioning is competitive: when it comes to brands, customers make a choice, but with products, they make a comparison. This raises two questions. First, what do they compare it with? For this, we need to look at the field of competition: what area do we want to be considered as part of? Second, what are we offering the customer as a key decision-making factor? A brand that does not position itself leaves these two questions unanswered. It is a mistake to suppose that customers will find answers themselves: there are too many choices available today for customers to make the effort to work out what makes a particular brand specific. Communicating this information is the responsibility of the brand. Remember, products increase customer choice; brands simplify it. This is why a brand that does not want to stand for something stands for nothing. The aim of positioning is to identify, and take possession of, a strong purchasing rationale that gives us a real or perceived advantage. It implies a desire to take up a long-term position and defend it. Positioning is competition-oriented: it specifies the best way to attack competitors market share. It may change through time: one grows by expanding the field of competition. Identity is more stable and long-lasting, for it is tied to the brand roots and fixed parameters. Thus Cokes positioning was ‘the original as long as it competed against other colas. To grow the business, it now competes against all soft drinks: its positioning is ‘the most refreshing bond between people of the world, whereas its identity remains ‘the symbol of America, the essence of the American way of life. How is positioning achieved? The standard positioning formula is as follows: For †¦ (definition of target market) Brand X is †¦ (definition of frame of reference and subjective category) Which gives the most †¦ (promise or consumer benefit) Because of †¦ (reason to believe). Let us look at these points in detail. The target specifies the nature and psycho-logical or sociological profile of the individuals to be influenced, that is, buyers or potential consumers. The frame of reference is the subjective definition of the category, which will specify the nature of the competition. What other brands or products effectively serve the same purpose? This is a strategic decision: it marks out the ‘field of battle. It must not under any circumstances be confused with the objective description of the product or category. For example, there is no real rum market in the UK, yet Bacardi is very popular. This is because it is perfectly possible to drink Bacardi without realising that it is a rum: it is the party mixer par excellence. Another example illustrates the strategic importance of defining the frame of reference. Objectively speaking, Perrier is fizzy mineral water. Subjectively, however, it is also a drink for adults. Seen in the light of this field of reference, it acquires its strongest competitive advantage: a slight natural quirkiness. As we can see, the choice of the field of competition should be informed by the strategic value of that field: how big, how fast growing, how profitable? But it also lends the brand a competitive advantage through its identity and potential. Perceived as water for the table, Perrier has no significant competitive advantage over other fizzy mineral waters, even though this market is a very large one. However, when viewed in relation to a field of competition defined as ‘drinks for adults, Perrier becomes competitive again: it has strong differentiating advantages. What are its competitors? They include alcoholic drinks, Diet Coke, Schweppes and tomato juice. The third point specifies the aspect of difference which creates the preference and the choice of a decisive competitive advantage: it may be expressed in terms of a promise (for instance, Volvo is the strongest of all cars) or a benefit (such as, Volvo is the ‘safety brand). The fourth point reinforces the promise or benefit, and is known as the ‘reason to believe. For example, in the case of the Dove brand, which promises to be the most moisturising, the reason is that all of its products contain 25 per cent of moisturising cream. Positioning is a necessary concept, first because all choices are comparative, and so it makes sense to start off by stating the area in which we are strongest; and second because in marketing, perception is reality. Positioning is a concept which starts with customers, by putting ourselves in their place: faced with a plethora of brands, are consumers able to identify the strong point of each, the factor that distinguishes it from the rest? This is why, ideally, a customer should be capable of paraphrasing a brands positioning: ‘Only Brand X will do this for me, because it has, or it is †¦ No instrument is entirely neutral. The above formula was created by companies such as Kraft-General Foods, Procter Gamble, and Unilever. It is designed for businesses that base competitive advantage on their products, and works perfectly for the lOrà ©al Group which, with its 2,500 researchers worldwide, only ever launches new products if they are of demonstrably superior performance. This fact is then promoted through advertising. There are cases where the brand makes no promise, or where the benefit it brings could sound trivial. For example, how would you define the positioning of a perfume such as Obsession by Calvin Klein in a way that clearly represented its true nature and originality? It would be wrong to claim that Obsession makes any specific promise to its customers, or that they will obtain any particular benefit from the product apart from feeling good (a property which is common to all perfumes). In reality, Obsessions attractiveness stems from its imagery, the imaginary world of subversive androgyny which it embodies. In the same way, Mugler appeals to young people through its inherently neofuturistic world, and Chanel stands for timeless elegance. What actually sells these perfumes is the satisfaction derived from participating in the symbolic world of the brand. The same is true of alcohol and spirits: Jack Daniels is selling a symbolic participation in an eternal, authentic untamed America. To say that Jack Daniels is selling the satisfaction of being the finest choice would be a mere commonplace, like the tired old clichà © that customers are satisfied at having made a choice that set them apart from the masses (a classic benefit stated by small brands attempting to emphasise their advantage over large ones). Faced with this conceptual dilemma, there are three possible approaches. The first of these is to define positioning as the sum of every point that differentiates the brand. This has been Unilevers approach: the 60page mini-opus known as the Brand Key, which explains how to define a brand across the entire world, starts with the phrase: ‘Brand Key builds on and replaces the brand positioning statement †¦. There are eight headings to Brand Key: 1. The competitive environment. 2. The target. 3. The consumer insight on which the brand is based. 4. The benefits brought by the brand. 5. Brand values and personality. 6. The reasons to believe. 7. The discriminator (single most compelling reason to choose). 8. The brand essence. Fundamentally, therefore, this collection forms the positioning of a brand. However, the concept that most closely resembles positioning in the strict sense of the word is referred to here as the ‘discriminator. McDonalds also adopts a similar reasoning (see Figure 7.3). Larry Light defends the idea that positioning is defined when this chain of means-ends is completed (this is a parallel concept to the ‘ladder moving from the tangible to the intangible): My position is that two tools are needed to manage the brand. One defines the brands identity, while the other is competitive and specifies the competitive proposition made at any given time in any given market. This is the brands unique compelling competitive proposition (UCCP). Thus the tool called ‘brand platform will comprise, first, the ‘brand identity, that is to say, brand uniqueness and singularity throughout the world and whatever the product. Brand identity has six facets, and is therefore larger than the mere positioning. It is represented by the identity prism. At its centre one finds the brand essence, the central value it symbolises. Second, the brand platform comprises ‘brand positioning: choosing a market means choosing a specific angle to attack it. Brand positioning must be based on a customer insight relevant to this market. Brand positioning exploits one of the brand identity facets. Positioning can be summed up in four key questions: for whom, why, when and against whom? It can be represented in the form of a diamond, the ‘positioning diamond (see Figure 7.2, page 176). In positioning, the brand/product makes a proposition, plus (necessarily) a promise. The proposition may additionally be supported by a ‘reason to believe, but this is not essential. Marlboro presents its smoker as a man a real man, symbolised by the untamed cowboy of the Wild West. No support is offered for this proposition; no proof is necessary. It is true because the brand says so. And the more often it is repeated, the more credible it becomes. In this way the brands proposition, which forms the basis of the chosen positioning at a given moment in a particular market, may be fuelled by various ‘edges contained within the brands identity: a differentiating attribute (25 per cent moisturising cream in Dove, the smoothness and bite of Mars bars, the bubbles of Perrier); an objective benefit: an iMac is user friendly, Dell offers unbeatable value for money; a subjective benefit: you feel secure with IBM; an aspect of the brands personality: the mystery of the Bacardi bat, Jack Daniels is macho, Axe/Lynx is cool; Concepts of Brand Identity and Positioning Concepts of Brand Identity and Positioning A brand is not the name of a product. It is the vision that drives the creation of products and services under that name. That vision, the key belief of the brands and its core values is called identity. It drives vibrant brands able to create advocates, a real cult and loyalty. Modern competition calls for two essential tools of brand management: ‘brand identity, specifying the facets of brands uniqueness and value, and ‘brand positioning, the main difference creating preference in a specific market at a specific time for its products. For existing brands, identity is the source of brand positioning. Brand positioning specifies the angle used by the products of that brand to attack a market in order to grow their market share at the expense of competition. Defining what a brand is made of helps answer many questions that are asked every day, such as: Can the brand sponsor such and such event or sport? Does the advertising campaign suit the brand? Is the opportunity for launching a new product inside the brands boundaries or outside? How can the brand change its communication style, yet remain true to itself? How can decision making in communications be decentralised regionally or internationally, without jeopardising brand congruence? All such decisions pose the problem of brand identity and definition which are essential prerequisites for efficient brand management. Brand identity: a necessary concept Like the ideas of brand vision and purpose, the concept of brand identity is recent. It started in Europe (Kapferer, 1986).The perception of its paramount importance has slowly gained worldwide recognition; in the most widely read American book on brand equity (Aaker, 1991), the word ‘identity is in fact totally absent, as is the concept. Today, most advanced marketing companies have specified the identity of their brand through proprietary models such as ‘brand key (Unilever), ‘footprint (Johnson Johnson), ‘bulls eyes and ‘brand stewardship, which organise in a specific form a list of concepts related to brand identity. However, they are rather checklists. Is identity a sheer linguistic novelty, or is it essential to understanding what brands are? What is identity? To appreciate the meaning of this significant concept in brand management, we shall begin by considering the many ways in which the word is used today. For example, we speak of ‘identity cards a personal, non-transferable document that tells in a few words who we are, what our name is and what distinguishable features we have that can be instantly recognised. We also hear of ‘identity of opinion between several people, meaning that they have an identical point of view. In terms of communication, this second interpretation of the word suggests brand identity is the common element sending a single message amid the wide variety of its products, actions and communications. This is important since the more the brand expands and diversifies, the more customers are inclined to feel that they are, in fact, dealing with several different brands rather than a single one. If products and communication go their separate ways, how can customers possibly perceive these different routes as converging towards a common vision and brand? Speaking of identical points of view also raises the question of permanence and continuity. As civil status and physical appearance change, identity cards get updated, yet the fingerprint of their holders always remains the same. The identity concept questions how time will affect the unique and permanent quality of the sender, the brand or the retailer. In this respect, psychologists speak of the ‘identity crisis which adolescents often go through. When their identity structure is still weak, teenagers tend to move from one role model to another. These constant shifts create a gap and force the basic question: ‘What is the real me? Finally, in studies on social groups or minorities, we often speak of ‘cultural identity. In seeking an identity, they are in fact seeking a pivotal basis on which to hinge not only their inherent difference but also their membership of a specific cultural entity. Brand identity may be a recent notion, but many researchers have already delved into the organisational identity of companies (Schwebig, 1988; Moingeon and Soenen, 2003). There, the simplest verbal expression of identity often consists in saying: ‘Oh, yes, I see, but its not the same in our company! In other words, corporate identity is what helps an organisation, or a part of it, feel that it truly exists and that it is a coherent and unique being, with a history and a place of its own, different from others. From these various meanings, we can infer that having an identity means being your true self, driven by a personal goal that is both different from others and resistant to change. Thus, brand identity will be clearly defined once the following questions are answered: What is the brands particular vision and aim? What makes it different? What need is the brand fulfilling? What is its permanent nature? What are its value or values? What is its field of competence? Of legitimacy? What are the signs which make the brand recognisable? These questions could indeed constitute the brands charter. This type of official document would help better brand management in the medium term, both in terms of form and content, and so better address future communication and extension issues. Communication tools such as the copy strategy are essentially linked to advertising campaigns, and so are only committed to the short term. There must be specific guidelines to ensure that there is indeed only one brand forming a solid and coherent entity. Brand identity and graphic identity charters Many readers will make the point that their firms already make use of graphic identity ‘bibles, either for corporate or specific brand purposes. We do indeed find many graphic identity charters, books of standards and visual identity guides. Urged on by graphic identity agencies, companies have rightly sought to harmonise the messages conveyed by their brands. Such charters therefore define the norms for visual recognition of the brand, ie the brands colours, graphic design and type of print. Although this may be a necessary first step, it isnt the be all and end all. Moreover, it puts the cart before the horse. What really matters is the key message that we want to communicate. Formal aspects, outward appearance and overall looks result from the brands core substance and intrinsic identity. Choosing symbols requires a clear definition of what the brand means. However, while graphic manuals are quite easy to find nowadays, explicit definitions of brand identity per se are still very rare. Yet, the essential questions above (ie the nature of the identity to be conveyed) must be properly answered before we begin discussing and defining what the communication means and what the codes of outward recognition should be. The brands deepest values must be reflected in the external signs of recognition, and these must be apparent at first glance. The family resemblance between the various models of BMW conveys a strong identity, yet it is not the identity. This brands identity and essence can actually be defined by addressing the issue of its difference, its permanence, its value and its personal view on automobiles. Many firms have unnecessarily constrained their brand because they formulated a graphic charter before defining their identity. Not knowing who they really are, they merely perpetuate purely formal codes by, for example, using a certain photographic style that may not be the most suitable. Thus Nina Riccis identity did not necessarily relate to the companys systematic adherence to English photographer David Hamiltons style. Knowing brand identity paradoxically gives extra freedom of expression, since it emphasises the pre-eminence of substance over strictly formal features. Brand identity defines what must stay and what is free to change. Brands are living systems. They must have degrees of freedom to match modern market diversity. Identity: a contemporary concept That a new concept identity has emerged in the field of management, already well versed in brand image and positioning, is really no great surprise. Todays problems are more complex than those of 10 or 20 years ago and so there is now a need for more refined concepts that allow a closer connection with reality. First of all, we cannot overemphasise the fact that we are currently living in a society saturated in communications. Everybody wants to communicate these days. If needed, proof is available: there have been huge increases in advertising budgets, not only in the major media but also in the growing number of professional magazines. It has become very difficult to survive in the hurly-burly thus created, let alone to thrive and successfully convey ones identity. For communication means two things: sending out messages and making sure that they are received. Communicating nowadays is no longer just a technique, it is a feat in itself. The second factor explaining the urgent need to understand brand identity is the pressure constantly put on brands. We have now entered an age of marketing similarities. When a brand innovates, it creates a new standard. The other brands must then catch up if they want to stay in the race, hence the increasing number of ‘me-too products with similar attributes, not to mention the copies produced by distributors. Regulations also cause similarities to spread. Bank operations, for example, have become so much alike that banks are now unable to fully express their individuality and identity. Market research also generates herdism within a given sector. As all companies base themselves on the same life-style studies, the conclusions they reach are bound to be similar as are the products and advertising campaigns they launch, in which sometimes even the same words are used. Finally, technology is responsible for growing similarity. Why do cars increasingly look alike, in spite of their different makes? Because car makers are all equally concerned about fluidity, inner car space constraints, motorisation and economy, and these problems cannot be solved in all that many different ways. Moreover, when the models of four car brands (Audi, Volkswagen, Seat and Skoda) share many identical parts (eg chassis, engine, gearbox), for either productivity or competitiveness purposes, it is mainly brand identity, along with, to a lesser extent, whats left of each car, which will distinguish the makes from one another. Diversification calls for knowing the brands identity. Brands launch new products, penetrate new markets and reach new targets. This may cause both fragmented communications and patchwork images. Though we are still able to discern bits and pieces of the brand here and there, we are certainly unable to perceive its global and coherent identity. Why speak of identity rather than image? What does the notion of identity have to offer that the image of a brand or a company or a retailer doesnt have? After all, firms spend large amounts of money measuring image. Brand image is on the receivers side. Image research focuses on the way in which certain groups perceive a product, a brand, a politician, a company or a country. The image refers to the way in which these groups decode all of the signals emanating from the products, services and communication covered by the brand. Identity is on the senders side. The purpose, in this case, is to specify the brands meaning, aim and self-image. Image is both the result and interpretation thereof. In terms of brand management, identity precedes image. Before projecting an image to the public, we must know exactly what we want to project. Before it is received, we must know what to send and how to send it. As shown in Figure 7.1, an image is a synthesis made by the public of all the various brand messages, eg brand name, visual symbols, products, advertisements, sponsoring, patronage, articles. An image results from decoding a message, extracting meaning, interpreting signs. Where do all these signs come from? There are two possible sources: brand identity of course, but also extraneous factors (‘noise) that speak in the brands name and thus produce meaning, however disconnected they may actually be from it. What are these extraneous factors? First, there are companies that choose to imitate competitors, as they have no clear idea of what their own brand identity is. They focus on their competitors and imitate their marketing communication. Second, there are companies that are obsessed with the willingness to build an appealing image that will be favourably perceived by all. So they focus on meeting every one of the publics expectations. That is how the brand gets caught in the game of always having to please the consumer and ends up surfing on the changing waves of social and cultural fads. Yesterday, brands were into glamour, today, they are into ‘cocooning; so whats next? The brand can appear opportunistic and popularity seeking, and thus devoid of any meaningful substance. It becomes a mere faà §ade, a meaningless cosmetic camouflage. The third source of ‘noise is that of fantasised identity: the brand as one would ideally like to see it, but not as it actually is. As a result, we notice, albeit too late, that the advertisements do not help people remember the brand because they are either too remotely connected to it or so radically disconnected from it that they cause perplexity or rejection. Since brand identity has now been recognised as the prevailing concept, these three potential communication glitches can be prevented. The identity concept thus serves to emphasise the fact that, with time, brands do eventually gain their independence and their own meaning, even though they may start out as mere product names. As living memories of past products and advertisements, brands do not simply fade away: they define their own area of competence, potential and legitimacy. Yet they also know when to stay out of other areas. We cannot expect a brand to be anything other than itself. Obviously, brands should not curl up in a shell and cut themselves off from the public and from market evolutions. However, an obsession with image can lead them to capitalise too much on appearance and not enough on essence. Identity and positioning It is also common to distinguish brands according to their positioning. Positioning a brand means emphasising the distinctive characteristics that make it different from its competitors and appealing to the public. It results from an analytical process based on the four following questions: A brand for what benefit? This refers to the brand promise and consumer benefit aspect: Orangina has real orange pulp, The Body Shop is environment friendly, Twix gets rid of hunger, Volkswagen is reliable. A brand for whom? This refers to the target aspect. For a long time, Schweppes was the drink of the refined, Snapple the soft drink for adults, Tango or Yoohoo the drink for teenagers. Reason? This refers to the elements, factual or subjective, that support the claimed benefit. A brand against whom? In todays competitive context, this question defines the main competitor(s), ie those whose clientele we think we can partly capture. Tuborg and other expensive imported beers thus also compete against whisky, gin and vodka. Positioning is a crucial concept (Figure 7.2). It reminds us that all consumer choices are made on the basis of comparison. Thus, a product will only be considered if it is clearly part of a selection process. Hence the four questions that help position the new product or brand and make its contribution immediately obvious to the customer. Positioning is a two-stage process: First, indicate to what ‘competitive set the brand should be associated and compared. Second, indicate what the brands essential difference and raison dà ªtre is in comparison to the other products and brands of that set. Choosing the competitive set is essential. While this may be quite easy to do for a new toothpaste, it is not so for very original and unique products. The Gaines burger launched by the Gaines company, for instance, was a new dog food, a semi-dehydrated product presented as red ground meat in a round shape like a hamburger. Unlike normal canned pet foods, moreover, it did not need to be refrigerated, nor did it exude that normal open-can smell. Given these characteristics, the product could be positioned in several different ways, for example by: Attacking the canned pet food market by appealing to well-to-do dog owners. The gist of the message would then be ‘the can without the can, in other words, the benefits of meat without its inconveniences (smell, freshness constraints, etc). Attacking the dehydrated pet food segment (dried pellets) by offering a product that would help the owner not to feel guilty for not giving meat to the dog on the basis that it is just not practical. The fresh-ground, round look could justify this positioning. Targeting owners who feed leftovers to their dogs by presenting Gaines as a complete, nutritious supplement (and no longer as a main meal as in the two former strategies). Targeting all dog owners by presenting this product as a nutritious treat, a kind of doggy Mars bar. The choice between these alternative strategies was made by assessing each one against certain measurable criteria (Table 7.1). The firm ended up choosing the first positioning and launched this product as the ‘Gaines burger. What does the identity concept add to that of positioning? Why do we even need another concept? In the first place, because positioning focuses more on the product itself. What then does positioning mean in the case of a multiproduct brand? How can these four questions on positioning be answered if we are not focusing on one particular product category? We know how to position the various Scotchbrite scrubbing pads as well as the Scotch videotapes, but what does the positioning concept mean for the Scotch brand as a whole, not to mention the 3M corporate brand? This is precisely where the concept of brand identity comes in handy. Second, positioning does not reveal all the brands richness of meaning nor reflect all of its potential. The brand is restricted once reduced to four questions. Positioning does not help fully differentiate Coca-Cola from Pepsi-Cola. The four positioning questions thus fail to encapsulate such nuances. They do not allow us to fully explore the identity and singularity of the brand. Worse still, positioning allows communication to be entirely dictated by creative whims and current fads. Positioning does not say a word about communication style, form or spirit. This is a major deficiency since brands have the gift of speech: they state both the objective and subjective qualities of a given product. The speech they deliver in these days of multimedia supremacy is made of words, of course, but even more of pictures, sounds, colours, movement and style. Positioning controls the words only, leaving the rest up to the unpredictable outcome of creative hunches and pretests. Yet brand language should never result from creativity only. It expresses the brands personality and values. Creative hunches are only useful if they are consistent with the brands legitimate territory. Furthermore, though pretest evaluations are needed to verify that the brands message is well received, the public should not be allowed to dictate brand language: its style needs to be found within itself. Brand uniqueness often tends to get eroded by consumer expectations and thus starts regressing to a level at which it risks losing its identity. Table 7.1 How to evaluate and choose a brand positioning Are the products current looks and ingredients compatible with this positioning? How strong is the assumed consumer motivation behind this positioning? (what insight?) What size of market is involved by such a positioning? Is this positioning credible? Does it capitalise on a competitors actual or latent durable weakness? What financial means are required by such a positioning? Is this positioning specific and distinctive? Is this a sustainable positioning which cannot be imitated by competitors? Does this positioning leave any possibility for an alternative solution in case of failure? Does this positioning justify a price premium? Is there a growth potential under this positioning? A brands message is the outward expression of the brands inner substance. Thus we can no longer dissociate brand substance from brand style, ie from its verbal, visual and musical attributes. Brand identity provides the framework for overall brand coherence. It is a concept that serves to offset the limitations of positioning and to monitor the means of expression, the unity and durability of a brand. Why brands need identity and positioning A brands positioning is a key concept in its management. It is based on one fundamental principle: all choices are comparative. Remember that identity expresses the brands tangible and intangible characteristics everything that makes the brand what it is, and without which it would be something different. Identity draws upon the brands roots and heritage everything that gives it its unique authority and legitimacy within a realm of precise values and benefits. Positioning is competitive: when it comes to brands, customers make a choice, but with products, they make a comparison. This raises two questions. First, what do they compare it with? For this, we need to look at the field of competition: what area do we want to be considered as part of? Second, what are we offering the customer as a key decision-making factor? A brand that does not position itself leaves these two questions unanswered. It is a mistake to suppose that customers will find answers themselves: there are too many choices available today for customers to make the effort to work out what makes a particular brand specific. Communicating this information is the responsibility of the brand. Remember, products increase customer choice; brands simplify it. This is why a brand that does not want to stand for something stands for nothing. The aim of positioning is to identify, and take possession of, a strong purchasing rationale that gives us a real or perceived advantage. It implies a desire to take up a long-term position and defend it. Positioning is competition-oriented: it specifies the best way to attack competitors market share. It may change through time: one grows by expanding the field of competition. Identity is more stable and long-lasting, for it is tied to the brand roots and fixed parameters. Thus Cokes positioning was ‘the original as long as it competed against other colas. To grow the business, it now competes against all soft drinks: its positioning is ‘the most refreshing bond between people of the world, whereas its identity remains ‘the symbol of America, the essence of the American way of life. How is positioning achieved? The standard positioning formula is as follows: For †¦ (definition of target market) Brand X is †¦ (definition of frame of reference and subjective category) Which gives the most †¦ (promise or consumer benefit) Because of †¦ (reason to believe). Let us look at these points in detail. The target specifies the nature and psycho-logical or sociological profile of the individuals to be influenced, that is, buyers or potential consumers. The frame of reference is the subjective definition of the category, which will specify the nature of the competition. What other brands or products effectively serve the same purpose? This is a strategic decision: it marks out the ‘field of battle. It must not under any circumstances be confused with the objective description of the product or category. For example, there is no real rum market in the UK, yet Bacardi is very popular. This is because it is perfectly possible to drink Bacardi without realising that it is a rum: it is the party mixer par excellence. Another example illustrates the strategic importance of defining the frame of reference. Objectively speaking, Perrier is fizzy mineral water. Subjectively, however, it is also a drink for adults. Seen in the light of this field of reference, it acquires its strongest competitive advantage: a slight natural quirkiness. As we can see, the choice of the field of competition should be informed by the strategic value of that field: how big, how fast growing, how profitable? But it also lends the brand a competitive advantage through its identity and potential. Perceived as water for the table, Perrier has no significant competitive advantage over other fizzy mineral waters, even though this market is a very large one. However, when viewed in relation to a field of competition defined as ‘drinks for adults, Perrier becomes competitive again: it has strong differentiating advantages. What are its competitors? They include alcoholic drinks, Diet Coke, Schweppes and tomato juice. The third point specifies the aspect of difference which creates the preference and the choice of a decisive competitive advantage: it may be expressed in terms of a promise (for instance, Volvo is the strongest of all cars) or a benefit (such as, Volvo is the ‘safety brand). The fourth point reinforces the promise or benefit, and is known as the ‘reason to believe. For example, in the case of the Dove brand, which promises to be the most moisturising, the reason is that all of its products contain 25 per cent of moisturising cream. Positioning is a necessary concept, first because all choices are comparative, and so it makes sense to start off by stating the area in which we are strongest; and second because in marketing, perception is reality. Positioning is a concept which starts with customers, by putting ourselves in their place: faced with a plethora of brands, are consumers able to identify the strong point of each, the factor that distinguishes it from the rest? This is why, ideally, a customer should be capable of paraphrasing a brands positioning: ‘Only Brand X will do this for me, because it has, or it is †¦ No instrument is entirely neutral. The above formula was created by companies such as Kraft-General Foods, Procter Gamble, and Unilever. It is designed for businesses that base competitive advantage on their products, and works perfectly for the lOrà ©al Group which, with its 2,500 researchers worldwide, only ever launches new products if they are of demonstrably superior performance. This fact is then promoted through advertising. There are cases where the brand makes no promise, or where the benefit it brings could sound trivial. For example, how would you define the positioning of a perfume such as Obsession by Calvin Klein in a way that clearly represented its true nature and originality? It would be wrong to claim that Obsession makes any specific promise to its customers, or that they will obtain any particular benefit from the product apart from feeling good (a property which is common to all perfumes). In reality, Obsessions attractiveness stems from its imagery, the imaginary world of subversive androgyny which it embodies. In the same way, Mugler appeals to young people through its inherently neofuturistic world, and Chanel stands for timeless elegance. What actually sells these perfumes is the satisfaction derived from participating in the symbolic world of the brand. The same is true of alcohol and spirits: Jack Daniels is selling a symbolic participation in an eternal, authentic untamed America. To say that Jack Daniels is selling the satisfaction of being the finest choice would be a mere commonplace, like the tired old clichà © that customers are satisfied at having made a choice that set them apart from the masses (a classic benefit stated by small brands attempting to emphasise their advantage over large ones). Faced with this conceptual dilemma, there are three possible approaches. The first of these is to define positioning as the sum of every point that differentiates the brand. This has been Unilevers approach: the 60page mini-opus known as the Brand Key, which explains how to define a brand across the entire world, starts with the phrase: ‘Brand Key builds on and replaces the brand positioning statement †¦. There are eight headings to Brand Key: 1. The competitive environment. 2. The target. 3. The consumer insight on which the brand is based. 4. The benefits brought by the brand. 5. Brand values and personality. 6. The reasons to believe. 7. The discriminator (single most compelling reason to choose). 8. The brand essence. Fundamentally, therefore, this collection forms the positioning of a brand. However, the concept that most closely resembles positioning in the strict sense of the word is referred to here as the ‘discriminator. McDonalds also adopts a similar reasoning (see Figure 7.3). Larry Light defends the idea that positioning is defined when this chain of means-ends is completed (this is a parallel concept to the ‘ladder moving from the tangible to the intangible): My position is that two tools are needed to manage the brand. One defines the brands identity, while the other is competitive and specifies the competitive proposition made at any given time in any given market. This is the brands unique compelling competitive proposition (UCCP). Thus the tool called ‘brand platform will comprise, first, the ‘brand identity, that is to say, brand uniqueness and singularity throughout the world and whatever the product. Brand identity has six facets, and is therefore larger than the mere positioning. It is represented by the identity prism. At its centre one finds the brand essence, the central value it symbolises. Second, the brand platform comprises ‘brand positioning: choosing a market means choosing a specific angle to attack it. Brand positioning must be based on a customer insight relevant to this market. Brand positioning exploits one of the brand identity facets. Positioning can be summed up in four key questions: for whom, why, when and against whom? It can be represented in the form of a diamond, the ‘positioning diamond (see Figure 7.2, page 176). In positioning, the brand/product makes a proposition, plus (necessarily) a promise. The proposition may additionally be supported by a ‘reason to believe, but this is not essential. Marlboro presents its smoker as a man a real man, symbolised by the untamed cowboy of the Wild West. No support is offered for this proposition; no proof is necessary. It is true because the brand says so. And the more often it is repeated, the more credible it becomes. In this way the brands proposition, which forms the basis of the chosen positioning at a given moment in a particular market, may be fuelled by various ‘edges contained within the brands identity: a differentiating attribute (25 per cent moisturising cream in Dove, the smoothness and bite of Mars bars, the bubbles of Perrier); an objective benefit: an iMac is user friendly, Dell offers unbeatable value for money; a subjective benefit: you feel secure with IBM; an aspect of the brands personality: the mystery of the Bacardi bat, Jack Daniels is macho, Axe/Lynx is cool;

prohibition Essays -- essays research papers

Prohibition, which was also known as The Noble Experiment, lasted in America from 1920 until 1933. There are quite a few results of this experiment: innocent people suffered; organized crime grew into an empire; the police, courts, and politicians became increasingly corrupt; disrespect for the law grew; and the per capita consumption of the prohibited substance—alcohol—increased dramatically, year by year. These results increased each of the thirteen years of this Noble Experiment, and they never returned to the levels that existed before 1920. Prohibition did not happen instantly, it settled on the country gradually, community by community, town by town, and eventually state by state for almost a century. The onset of National Prohibition in 1920 was merely the final blow. The first of the laws, such as the one in Virginia in 1619, through New Hampshire's law of 1719 were against drunkenness, not against drinking. The first law that limited liquor sales was implement ed because of the religious beliefs of citizens. This particular law was passed in New York in 1697; it ordered that all public drinking establishments be closed on Sunday because, on the Lord's day, people should be worshiping the Bible not the bottle. In 1735, the religious had a prohibition law enacted for the entire state of Georgia. The law was a complete failure and was abandoned in 1742. For the most part, however, during the 1700s and early 1800s, those opposing liquor on religious grounds used sermons and persuasion rather than politics and laws to make their point. These persuasive efforts were known as the Temperance Movement, and its goal was to get everyone to voluntarily temper use of spirits. Maine went completely dry in 1851 and, by 1855, so had New Hampshire, Vermont, Delaware, Michigan, Indiana, Iowa, Minnesota, Nebraska, Connecticut, Rhode Island, Massachusetts, and New York Alabama passed a Prohibition law in 1907 which became effective on January 1, 1909. Also i n Alabama, the publishing of liquor advertisements and the circulation of other materials containing alcohol and liquor advertisements were prohibited in 1915. By 1920, thirty-three states encompassing 63% of the country had already voted themselves dry (Cherrington 344). The Eighteenth Amendment to the Constitution of the United States of America was ratified by the necessary number of states on January 29, 1919 ... ... 166-169) There were also many people who were harmed financially by Prohibition. The people that were involved in the production and the sale of alcohol. These people either had to completely lose their jobs or literally become criminals. There were also the thousands of people that worked in the various bars, hotels, restaurants and the like that their livelihood depended on the sale of alcohol. â€Å"No beer, no work,† was a slogan that was adopted by the Essex county New Jersey Building Trades Council (Pegram 91-95). Also, from an economic standpoint Prohibition was very expensive. To be able to figure out the exact financial cost to America during this thirteen year period would be almost impossible. The costs to the law enforcement offices, the courts, the operation of the jails and many other factors has been estimated at over a billion dollars. (Fisher 102) Prohibition also had a few good effects on America. Women took an important though small step toward personal freedom, and for a while lawmakers were slightly less likely to prohibit things (Rose 131). Though the effects of this time period were mostly negative Prohibition’s effects on America are still seen today.

The Poem Girl by Jamaica Kincaid Essay -- Poetry, Poem, Jamaica Kincai

The poem "Girl" by author Jamaica Kincaid shows love and family togetherness by creating microcosmic images of the way mothers raise their children in order to survive. Upon closer examination, the reader sees that the text is a string of images in Westerner Caribbean family practices. Jamaica Kincaid has taken common advice that daughters are constantly hearing from their mothers and tied them into a series of commands that a mother uses to prevent her daughter from turning into "the slut that she is so bent on becoming" (380). But they are more than commands; the phrases are a mother's way of ensuring that her daughter has the tools that she needs to survive as an adult. The fact that the mother takes the time to train the daughter in the proper ways for a lady to act in their time is indicative of their family love. The fact that there are so many rules and moral principles that are being passed to the daughter indicates that mother and daughter spend a lot of time together. The reader gets the impression that the advice that the mother gives her daughter has been passed down from many generations of women. The advice of the ages has enabled their daughters to endure hardships and to avoid making the same mistakes that they had made, such as planting okra far from the house because it attracts red ants. There were some women in the past that learned this lesson the hard way, and included it in the litany of advice for future generations. But "Girl" also shows the hostility and family dissension that the females suffer. The world of the women is not comprised solely of setting the table for tea or determining which day to wash the white clothes or the colored clothes; there is a darker side to their lives. The mot... ...ably performed tasks such as washing laundry on a rock, ironing her family's clothes, or cooking pumpkin fritters in very hot sweet oil. When I first read "Girl" I was amazed at how much work young women had to do in early 1900's. We can definitely say that the role of women has changed over the years in the United States. We do not have to do so many grueling tasks to get through our everyday life. Today, mothers teach their daughters to be more independent. Women in third world countries do not have the luxuries we do. They still have many rules that hold them back from being their own person. Works Cited Jones, Gertrude. Personal Interview. April 15, 2006. Paul. Ephesians 5:22-23. Life Application Study Bible. Jamaica Kincaid. Vanessa Pupello. Fall 1997. Emory University. April 15, 2006. http://www.english.emory.edu/Bahri/Kincaid.html

Organizational Structure Presentation Essay

As a manager of Van Rensselaer Manor Nursing Home Rehabilitation Center, we now are going to propose a new addition of long-term care services along with still having services for short-term on an inpatient and outpatient basis. The future of our organization’s growth internally and externally will demand how well we communication our abilities not only to our staff but to our surrounding community. We will be in need of new experience workers for physical therapy, counselors to work with patients and families, along with specialized doctors and nurses. Communication will be the number one factor in finding the right professionals for our organizations growth within the community. Our communication tactics need to be easily understood by all parties, and we need not use overpowering management terms so that employees think we are talking down to them. Effective communication means having everyone on the same page learning from one another while growing inside and outside the o rganization. Leadership involves good communication among all ranks of the management team and staff. Coaching, mentoring and walking around the office each day getting to know your people personally and their working skills will improve the growth internally and externally of the organization. Effective internal communication starts with our organization having sufficient skills in listening, speaking, questioning and sharing feedback. As a manager, it is my job and my management team to ensure that the most important outcome from the above skills is conveying that we value hearing from others and them hearing from us. Sharing information on a regular basis with the staff is effective communication and will keep the organization’s mission number one in everyone’s goals. â€Å"The main differences between internal and external company communications are the content and the audience. Internal communications include employees and shareholders, such as the company’s board of directors or stockholders. External communications include clients, prospective customers and the public.