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Branding Mac Computers
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This 14 page paper discusses what branding is and the importance of developing brands. The variables involved in creating a brand image are discussed. Passionate branding is explained, including the traits of passionate branding. The bulk of the paper describes how Apple developed the Mac brand, which is a passionate brand. Mac users are fiercely loyal. The message of the Mac brand and the variables involved are explained. Bibliography lists 9 sources.
Filename: PGmacbr.rtf

Branding Plan for WVLT-TV
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A 5 page paper discussing characteristics of the viewing area of this mid-market television station and ways that the station can increase its standing in the local area. Located in the foothills of the Smoky Mountains, WVLT is the perennial “also ran” in broadcast television in East Tennessee. It is a network (CBS) affiliate, but its local efforts fall short of those of the leading station in the market, the local NBC affiliate. The paper recommends that WVLT begin increasing community awareness of the station right away while simultaneously selecting a general theme as focus for greatly increased community involvement. No sources listed.
Filename: KSmktgWVLT.rtf

Branding Restaurants; The Advantages and Disadvantages
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This 6 page paper considers why restaurants are banded and the benefits that branding may bring. The negative aspects and results of branding are also considered. Examples are used to illustrate the points raised. The paper focuses on the UK, but many of the restaurant chains and examples used are known internationally. The bibliography cites 8 sources.
Filename: TErestur.wps

BRANDING – A REVIEW OF MARKETING ARTICLES
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This three page paper provides article reviews on two marketing-based articles, “The ownership effect in consumer responses to brand line stretches,” and "Using advertising alliances for new product introduction: Interactions between product complementarity and promotional strategies."
Filename: MTbrmaar.rtf

BRANDING, VALUE AND REPUTATION
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This 3-page paper focuses on the question of the value of reputation, particularly as it pertains to branding. Bibliography lists 4 sources.
Filename: MTbrarep.rtf

Branding: Ethical Or Unethical
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A 5 page paper. Are there practices in branding that would be considered unethical? The writer concludes there is at least one practice that fits the criteria. In general, the writer concludes that it is the business practices of the company that can be judged as ethical or unethical. Bibliography lists 5 sources.
Filename: PGbrdet.rtf

Brands, Brand Management, & The Brand Manager System
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A 4 page critique of the entitled article by Low and Fullerton. The article's authors investigated the viability of continuing the brand management system today and in the future. They reached five theses based on a comprehensive historical review of the literature. Their conclusions are discussed. Bibliography lists 1 source.
Filename: brand.doc

Breakfast Meeting Marketing
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A 5 page paper in 2 parts. Part 1 discusses the “new” approaches to marketing made possible by advances in technology. The bottom line is that though methods may be new, the old principles still apply. Part 2 discusses issues to consider in organizing a breakfast meeting where marketers can communicate with potential customers face-to-face. Bibliography lists 3 sources.
Filename: KSmktgBrkfMtg.rtf

Brewing Up Sales: Proposal to Supply Coffee to Peter Doughnuts
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A 7 page business proposal from Lighthouse Roasters to Peter’s Doughnuts to provide the 76-location chain with gourmet dark-roast coffee as a sole-source provider. Peter’s business has suffered from competition with Starbucks and Dunkin’ Donuts, and it seeks to add a gourmet coffee line in an effort to win back customers. Peter’s will sell its coffee at prices considerably lower than Dunkin’ Donuts, and far below Starbucks’ prices. The proposal suggests that Peter’s pays slightly more per pound than it had wanted to, while Lighthouse accept a price also slightly less than what it wanted, based on the belief that the increase in volume will translate to an increase in margin as well. Bibliography lists 4 sources.
Filename: KSmgBizProp.rtf

Budweiser: A Hypothetical Marketing/Advertising Campaign for 2000
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A 14 page overview of a hypothetical marketing/advertising campaign for Anheuser-Busch. Relates the challenges faced by the company and proposes a limited geographic marketing/advertising campaign promoting a combination brewery/retail outlet. Suggests complimenting traditional advertising media with an electronic advertising campaign over the World Wide Web. Bibliography lists 9 sources.
Filename: PPbudwei.wps