Here is the synopsis of our sample research paper on Branding for International Confectionary Firms. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 6 page paper looks at the role and importance of branding in the confectionary industry, assessing how and why it is used, the potential value as well as the consideration which are present for branding in the international environment. The paper uses real life examples to illustrate points raised. The bibliography cites 8 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEchocbrand.doc
Buy This Term Paper »
Unformatted sample text from the term paper:
for a firm with international interests there are additional complications to consider. When looking at the confectionary market, a market where there are numerous brands in a highly competitive market,
which spans international boarders, the role of branding appears to be very important, where it is a Hersheys brand, a Cadbury brand or a Nestle brand, all these companies are
investing large amounts in branding. This would appear to indicate that brands are able to produce a high level of value; however, assessing that value can be difficult as it
is and intangible aspect of a company (Hooley et al., 2007). To determine what, if any value and the role of brands in international confectionary it is necessary to
look at the what a brand is, how it is used and the way it may be managed. There is no singular definition on what a brand is; but it
is easy to identify, brand in the confectionary market include Reeces Pieces, Hersheys Kisses, Cadburys Dairy Milk, Galaxy, Smarties, Kit Kat, Snickers and Milky Way are all brands. The brands
are identifiable by more than the name; there are specific images such as a text style and colors. In some cases the company appear to have a brand image and
benefit from branding, as seen with some of the Cadbury and Hershey brands, for others it is only the product name, as seen with many of the Nestle brands. This
is where there is some ambiguity in the concept of brand and the practice of branding and why the term needs to be defined. Aaker and Lane (1990; 27),
define a brand as a mental box, this is perceived as being a set of assets, or liabilities, which are associated the brand name and/or symbol, which will add or
...