According to Balmer (2006) corporate marketing mix consists of following six elements (6 C’s) as cited bellow- Figure 2.1: Corporate marketing mix • Character These are those factors that, in their totality, make one entity distinct from another. These includes the key tangible and intangible assets of the organization as well as organizational activities, markets served, corporate ownership and structure, organizational type, corporate philosophy and corporate history. • Culture This refers to the collective feeling of employees as to what they feel they are in the setting of the entity. These beliefs are derived from the values, beliefs and assumptions about the organization and its historical roots and heritage. Culture
If the brand is extend to the different product category or a clients in a way that does not at all consider the core of the original brand both brands risks are dilution. Brand genealogy A genealogist goes back in the history, uncovers family histories and the constructs family trees. Brand genealogy is the managerial mindset introduced in the cultural branding model and where the brand manager goes back and uncovers the brand ‘s history. In the cultural approach, it is assumed that the brand play a important roles in the mainstream culture and that the ways they ways they plays these roles and determine their level of success. Brand icon The brand icon is exclusive elite of valuable brands can claim icon status, which is considered as the holy grail of the brand management.
The consumer-based approach The spotlight is on the consumer, who is believed to have a certain attitude towards a brand, therefore the company itself can “program” the way the customers feel about a brand and can thus affect their behaviour. The personality approach This school of thought was introduced quite recently, namely in 1997 right after a research study showed that customers tend to think of brands as human -like personalities. This is a pre requisite for the upcoming approach, the relational one. The relational approach After having viewed a brand as carrying values and personality characteristics, we might as well think of a dialogue based approach between the brand and the customers, which leads to the creation of a relationship between the two. The community approach This understanding has gained a great significance nowadays with the internet revolution and intends to make the customers feel part of a brant community.
Brand Personality: It is that the approach for which the attributes speaks and behaves. It means that assignment human temperament traits/characteristics to a whole to realize differentiation. These characteristics signify whole behaviour through each people representing the whole further more as through advertising, packaging, etc. once whole identity is expressed in terms of human traits, it's known as whole temperament. For instance: Allen Solley whole speaks the temperament and makes the individual WHO wears it stand excluding the group.
This is the same structure approved by the Zain Group with the sole objective of boosting their competitive advantage both locally and in the international market. Spread structures are known to growth the communication lines and large spans of control, all of which are important to business success . Systems In the context of an organization, the system simply means the entire procedure within an organization, including financial control procedures, budgetary systems, management information systems, reward systems, and operating methods. The above-documented system can sometimes have a significant impact on not only strategy development but also implementation. Zain Group understands the significance of having the most appropriate systems.
This review aims to shed light on how board of directors’ behaviours are explained by stewardship theory. There are several theories explaining operation of board of directors’ and their behaviours: agency theory, stewardship theory, resource dependency theory, behavioural theory, social contract theory and legitimacy theory. This paper explores stewardship theory and resource dependency theory to understand operation of board of directors’ and their behaviour. Stewardship theory exists as alternative to agency theory as it has some limitations. Stewardship theory explains how psychological factors affect top managers to work towards same interests of shareholders and organisation.
Integrated Marketing Communications Strategy Development for Sok Sok is a brand of Ein Natural d.o.o. founded in 2011. Sok is a juice brand. The philosophy of this brand is to produce natural juice without adding preservatives. Their motto is: ‘Nature in a glass concept’ The company's vision is to raise awareness about healthy lifestyle.
Lately, corporate social responsibilities (CSR) has progressively come to be viewed as a decent vital advertising apparatus. There are two purposes behind this developing hobby in CSR. From one perspective, consumers are requesting from firms something more than a top quality item at a low cost, and they incline toward brands that are socially rumored at the point when assessing comparable items. Then again, a firm may acquire aggressive preferences by concentrating on non-financial components. CSR could be an advantage for building a better brand image and making consumers' inspirational disposition so it is an imperative wellspring of competitive advantages (Porter & Kramer, 2006).
Great corporate administration is additionally about the relationship between the different inside and outer partners required and additionally the administration procedure article intended to help the organization accomplish its objectives. The most dedicated are those instruments and controls intended to diminish or nullified the vital specialist issue. (H. Kent Baker and Ronald Anderson, Corporate Governance: A Synthesis of Theory, Research, and Practice, 2010). Great administration can widerly affect the exchanged part not on the grounds that it is essentially about enhancing the straightforwardness and responsibility inside the current framework. One fascinating improvement as of late has been the path in which administration name "Corporate" has been utilized to portray the issues of administration and responsibility in the corporate segment.