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Essay / Research Paper Abstract
This paper focuses on the image-building and brand awareness techniques used by Textron, Inc. and Textron, Financial. While Textron does not market itself in the "conventional" way, through various acquisitions and other methods, it has maintained a strong brand identity in the many markets this company services. Bibliograpy lists 5 sources.
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5 pages (~225 words per page)
File: D0_MTtextro.rtf
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about some of this huge companys subsidiaries. Almost everyone knows that Cessna and Bell Helicopter (out of the companys aircraft division) manufacture private airplanes and helicopters, respectively. Those who work
hard to maintain golf courses are likely to use Textrons Golf, Turf & Specialty Products. And credit analysts and financial experts are familiar with the success of Textron Financial, a
diversified finance company that operates in aircraft finance, revolving credit, specialty finance and structured capital. Its safe to say, however, that Textron, particularly Textron Financial, is not a household word.
Rather, the company, based in Providence, Rhode Island, attempts to maintain brand awareness by marketing to its niche markets. And within those niche markets, the Textron name is linked to
quality and success. Textron Financial, incidentally, is based in Tempe, Arizona. But the overall Textron experience is one in which executives realize that "The companys golf carts and turf-maintenance
products enrich their golfing jaunts; its Cessna airplanes and Bell helicopters whisk them to business meetings; its auto parts keep their cars running; and its financial subsidiary provides loans for
corporate toys" (Hoovers, 2002). While Textron is a company that has its finger in almost every pie imaginable (and has
pretty much done so quite well), it wasnt always that way. Textron began life as Special Yarns Corporation, a Boston, Mass.-based textile business during the 1920s (Hoovers, 2002). The result
of a merger with Franklin Rayon Corporation moved the company to Rhode Island, where it eventually became Atlantic Rayon (Hoovers, 2002). During World War II, as the company was manufacturing
parachutes, the name was changed to Textron to reflect the use of synthetics in its textiles (Hoovers, 2002). Following the war, Textron expanded into a variety of areas, mainly by
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