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Franchising is based on a marketing concept which can be adopted by an organization as a strategy for business expansion. Where implemented, a franchisor licenses some or all of its know-how, procedures, intellectual property, use of its business model, brand, and rights to sell its branded products and services to a franchisee. In return, the franchisee pays certain fees and agrees to comply with certain obligations, typically set out in a franchise agreement.
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency advertises on behalf of an entire industry or locality, often a specific type of food, food from a specific area, or a city or region as a tourism destination.
A startup or start-up is a company or project undertaken by an entrepreneur to seek, develop, and validate a scalable business model. While entrepreneurship includes all new businesses, including self-employment and businesses that do not intend to go public, startups are new businesses that intend to grow large beyond the solo founder. At the beginning, startups face high uncertainty and have high rates of failure, but a minority of them do go on to be successful and influential.
A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public. The corporate identity is typically visualized by branding and with the use of trademarks, but it can also include things like product design, advertising, public relations etc. Corporate identity is a primary goal of the corporate communications, in order to maintain and build the identity to accord with and facilitate the corporate business objectives.
Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness. In order to position products or brands, companies may emphasize the distinguishing features of their brand or they may try to create a suitable image through the marketing mix. Once a brand has achieved a strong position, it can become difficult to reposition it.
In marketing, the unique selling proposition (USP), also called the unique selling point, or the unique value proposition (UVP) in the business model canvas, is the marketing strategy of informing customers about how one's own brand or product is superior to its competitors.
Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. Often, this involves radical changes to a brand's logo, name, legal names, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand upmarket; they may also communicate a new message a new board of directors wishes to communicate.
A private label, also called a private brand or private-label brand, is a brand owned by a company, offered by that company alongside and competing with brands from other businesses. A private-label brand is almost always offered exclusively by the firm that owns it, although in rare instances the brand is licensed to another company. The term often describes products, but can also encompass services.
Reputation management, originally a public relations term, refers to the influencing, controlling, enhancing, or concealing of an individual's or group's reputation. The growth of the internet and social media led to growth of reputation management companies, with search results as a core part of a client's reputation. Online reputation management, sometimes abbreviated as ORM, focuses on the management of product and service search engine results. Ethical grey areas include mug shot removal sites, astroturfing customer review sites, censoring complaints, and using search engine optimization tactics to influence results. In other cases, the ethical lines are clear; some reputation management companies are closely connected to websites that publish unverified and libelous statements about people. Such unethical companies charge thousands of dollars to remove these posts – temporarily – from their websites.
K-Swiss, Inc. is an American athletic shoe brand based in Downtown Los Angeles. It was founded in 1966 and is currently owned by Xtep.
Product naming is the discipline of deciding what a product will be called, and is very similar in concept and approach to the process of deciding on a name for a company or organization. Product naming is considered a critical part of the branding process, which includes all of the marketing activities that affect the brand image, such as positioning and the design of logo, packaging and the product itself. The process involved in product naming can take months or years to complete. Some key steps include specifying the objectives of the branding, developing the product name itself, evaluating names through target market testing and focus groups, choosing a final product name, and finally identifying it as a trademark for protection.
Chicken Licken is a South African fast-food fried chicken restaurant chain. The company had a 5% share of South Africa's fast food market in 2010, tying with McDonald's. According to a case study published by the Henny Penny Corporation in 2011, Chicken Licken is the "largest non-American-owned fried chicken franchise in the world".
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.
Karen Gordon Mills is an American businessperson and former government official who served as the 23rd Administrator of the U.S. Small Business Administration (SBA). She was nominated by President-elect Barack Obama on December 19, 2008, confirmed unanimously by the Senate on April 2, 2009, and sworn in on April 6, 2009. During her tenure, her office was elevated to the rank of Cabinet-level officer, expanding her power on policy decisions and granting her inclusion in the President's cabinet meetings. On February 11, 2013, she announced her resignation as Administrator and left the post on September 1, 2013.
TRUSTcollective is a communications company headquartered in New York City.
Catchword is a naming firm that creates company and product names. Headquartered in Oakland, California with an East Coast office in New Jersey, Catchword has created names for companies in the technology, food and beverage, consumer products, financial services, healthcare and automotive industries.
Igor Naming Agency is an American naming agency. Based in Sausalito, California, Igor is known for its "almost militant embrace" of using real and natural-sounding words in naming. Among others, the company has named Gogo Inflight, Cutthroat Kitchen, TruTV, the Aria Resort, and consumer products for The North Face and Target.
HTC Global Services, established in 1990 and headquartered in Troy, Michigan is a provider of information technology and business process services.
Ido Leffler is an Israeli-born Australian entrepreneur, investor, and advisor. He is the co-founder of Yoobi, Yes To Inc., Cheeky, Brandless, and Beach House Group.
S.B. Master is an American branding executive and entrepreneur. She is the founder of the San Francisco-based naming firms Master-McNeil and Naming Matters.
References
- ↑ Gabler, Neil (January 15, 2015). "The Weird Science of Naming New Products". New York Times. Retrieved 7 December 2016.
- 1 2 Dahle, Cheryl (August 31, 2000). "How to Make a Name for Yourself". Fast Company. Retrieved 10 March 2017.
- ↑ Gellman, Lindsay (July 17, 2013). "Why Startups Are Sporting Increasingly Quirky Names". Wall Street Journal. Retrieved 10 March 2017.
- ↑ Manning, Steve (January 1, 2018). "The Igor Naming Guide" (PDF). Igor Naming Agency . Retrieved January 11, 2018.
- ↑ Post, Karen (June 6, 2005). "Brand Naming". Fast Company . Retrieved 7 January 2018.
- ↑ Klein, Karen (January 5, 2004). "The Game of the Name". Bloomberg. Retrieved 10 March 2017.
- ↑ Girard, Lisa (May 14, 2014). "10 Questions to Ask Before Naming Your Business". Entrepreneur. Retrieved 10 March 2017.
- ↑ Lesonsky, Rieva (May 14, 2007). "How to Name Your Business". Entrepreneur. Retrieved 18 March 2017.
- ↑ Skoultchi, Mark (April 15, 2017). Creating The Perfect Name by Catchword Branding (PDF) (Digital Download). Catchword.
- ↑ James, Ellen (November 20, 1990). "Finding What's in a User-Friendly Name : Titles: Companies with an identity crisis can call on consultants to match business strategy with a marketable label". Los Angeles Times. Retrieved 18 March 2017.
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