Brand, Why are famous brand products attractive people Essay

Brand, Why are famous brand products attractive people - Essay Example â€Å"Brands are not simply products or services. Brands are the sum totals of all the images that people have in their heads about a particular company and a particular mark. Brands absorb everything around them like Imelda Marcos in the shoe department at Nordstrom† (Scott Bedbury, CEO of Brandstream, a Seattle-based marketing consultancy, quoted in Kalin, 2001). Indeed the term has come to refer to not only the images a company produces in order to call their product or services to mind, but also the products sold, the services rendered, the building in which the company is headquartered or even the country in which it originated as well as the methods used to project these ideas and images to the broader public. To remain competitive in the world today, just about anything can be identified with a brand if it is so chosen – companies, museums, hospitals, even individual people (look at Martha Stewart for a prime example). When services are excellent, products exceed expectations, lines are in high demand and the public knows your name, branding can provide a significant assist in boosting international sales. This is the positive side of branding that allows a company to walk into a new country or territory with an already hungry consumer base. According to Aaker (1996), strong brands work for the company to help them establish their proper placement within the international and local marketplace as well as assisting in the development of a strong consumer base through broad recognition of the brand. This recognition then further works for the company by serving as a weapon to counter growing competition in a shrinking market (Barwise & Robertson, 1992). Corporations can then further use this position to help launch new extensions, such as a line of athletic clothes for Nike or a new flavor for Toblerone (Aaker & Keller, 1990). The use of celebrities in this regard has been generally considered

How Knowledge-Management Repositories are Used within Organizations Essay

How Knowledge-Management Repositories are Used within Organizations - Essay Example Apart from that the essay will also highlight on the various types of storage systems. Finally the report will shed light on the advantages of the mentioned storage systems Table of Contents Introduction 4 Data Warehousing 5 Types of Storage system 6 References 8 Introduction Knowledge management can be defined as the set of methods that are responsible for arrangement, distribution, and deployment of knowledge. Knowledge management has a long history; however the form of knowledge management was different from time to time. Knowledge management is a broader topic and plays a significant role in today’s age of information technology. It hugely impacts the action we perform and the decision we make, as both are influenced by some form of knowledge. According to Thomas Bertels knowledge management can be defined as the management or supervision of the organization in the context of continuous regeneration of knowledge. Incorporating information technology within the organization , circulation of knowledge and developing the structure of organization are the examples of knowledge management (The knowledge management forum, n.d.). Thus knowledge management can be portrayed as the capability to manage knowledge. These days organizations have also started to view ‘knowledge’ as a type of resource. ... Such activities are principally carried out to preserve knowledge assets of the organization and also to facilitate group working. The next half of the report will present a brief description about data warehousing. Data Warehousing Data warehousing is the process by which an organization stores its historical data in a structured form, so that it can be used further. Data warehousing can be defined as the set of techniques, methods and tools that are employed to offer support to the knowledge workers such as managers, directors, and analysts. The primary function of a data warehousing is to facilitate availability of information which further helps in the process of decision making and also for enhancing informational resources. William H. Inmon defined data warehouse as an integrated, non volatile, issue oriented collection of data which helps in the decision making process of the management (Inmon, 2005, p. 32). Data warehouse is the base storage location, which contains data from a number of sources and then transforms it into a multi dimensional and informational model that can be used for the process of querying and investigation. A data ware house also holds the capability to carry out many activities. For example a training manager from an organization may ask ‘what are the best possible orientations for a newly recruited employee?’ Apart from that personnel from administration department may ask ‘which particular strategy is more likely to get success in the market place’. Each of the aforementioned questions needs information pertaining to the area of research and this information instigates from the data warehouse. In general, on regular basis information the operational systems are imported and extracted in the data