It’s old news that brands are jumping on the Facebook band wagon. The problem is that some brands are jumping on without having a long-term strategy in place- and sometimes aren’t even considering if Facebook is something that they can really leverage.
I know we’re all looking to the future and trying to spy what brand is doing what next, but I think in this case, we can learn by studying what strategies have been executed successfully and what the main focus was in them.
General Goals of Facebook Fan Pages & Applications:
To gain new fans
To retain old fans
Understand demographic of fans through insights
Build community for fans to engage with the brand
Include content that links to main brand site to track referrals
Offer unique content (videos/images/posts) to engage with fans
Offer deals/discounts/specials where applicable
Give the brand a voice
But most of all: the brand needs to bring uniqueness with their page. Whether that be something in the design, user interface, or message. To know more about thisFacebook Brand Strategies
Quality Makes the Difference for Papa John’s Pizza
Founded in 1984 by company Chairman “Papa” John Schnatter, Papa John’s International, Inc. has grown to more than 3,000 stores in the U.S. and 29 other countries. Its focus on delivering “Better Ingredients, Better Pizza” and a superior experience for customers has produced remarkable growth and high customer satisfaction. For nine consecutive years, Papa John’s has been rated number one in customer satisfaction among all national pizza chains in the American Customer Satisfaction Index (ACSI) released by the National Quality Research Center at the University of Michigan Business School. The company was also named 2007 Pizza Chain of the Year by Pizza Today magazine.
Situation: Quality is the guiding principle at Papa John’s. Fresh (never frozen) ingredients, convenient ordering, friendly, helpful staff and efficient delivery keep customers coming back. The company needed a robust and flexible network that could transmit restocking orders to Papa John’s 10 distribution centers and keep orders coming in and supplies flowing to Papa John’s restaurants. As new opportunities developed for customers to order online, by text message and through mobile devices, Papa John’s needed to add those too – and provide security to keep those functionalities available for customers. To refer this case study click here Papa John’s Pizza
Brand blunder refers to the goof ups associated with the branding of a product, especially a new product in a new market. There could be many reasons for such slips. For example, the lack of understanding of the language, culture, consumer attitude etc.
There are numerous examples of brand blunders in the marketing history; there are also numerous urban legends surrounding brand blunders, where there is little evidence of an actual blunder. Urban legends about brand blunders are popular, because they use familiar urban legend motifs such as the incompetent corporation or the ignorant foreigner. Often the reality is far less dramatic, and the stories, which are even retold in marketing textbooks, are rarely backed up by researched data about sales. Read more….
Study about Executive Compensation and Its Effects on Consumer Behavior and Brand Loyalty
Introduction: Executive Compensation is how many top executives of large corporations and management firms receive pay. Most compensation packages are a mix of base salary, cash bonuses, stock shares and stock options. Other benefits that are included in the executive compensation packages are club memberships, security guards and use of the corporate jet for personal travel.
This paper will discuss several important factors that influence Executive Compensation and will try to seek to understand how compensation packages are planned and executed in today’s corporate environment. This paper will search for alternatives in executive compensation that are mutually beneficial to both the executive and the company. Keep reading…
Callaway Golf has an extensive line of golf clubs, balls, and accessories that are sold around the world. The company’s driver and fairway wood products currently include the ERC Fusion Drivers and Fairway Woods, Great Big Bertha II Drivers and Fairway Woods, Great Big Bertha II 415 Titanium Drivers, Big Bertha Titanium Drivers, and Big Bertha Stainless Steel Fairway Woods. In irons, Callaway Golf products include the Hawk Eye VFT Tungsten-Injected Titanium Irons, Big BerthaGolf Balls, Big Bertha Blue and Red Golf Balls, and Warbird Golf Balls. Callaway Golf also makes and sells Odyssey Putters, including the 2-Ball, White Hot, TriHot, DFX, and Dual Force putters. The case study details the brand
A Case Study about Reviews, Reputation, and Revenue: Yelp.com
Abstract: Do online consumer reviews affect restaurant demand? I investigate this question using a novel dataset combining reviews from the website Yelp.com and restaurant data from the Washington State Department of Revenue. Because Yelp prominently displays a restaurant’s rounded average rating, I can identify the causal impact of Yelp ratings on demand with a regression discontinuity framework that exploits Yelp‟s rounding thresholds.
Introduction: Technological advances over the past decade have led to the proliferation of consumer review websites such as Yelp.com, where consumers can share experiences about product quality. These reviews provide consumers with information about experience goods, which have quality that is observed only after consumption. With the click of a button, one can now acquire information from countless other consumers about products ranging from restaurants to movies to physicians. This paper provides empirical evidence on the impact of consumer reviews in the restaurant industry.
Case Study about Corporate Image Building Strategy
Introduction: The University of Education, Winneba (UEW) was established in 1992 as a university college. Seven specialized diploma awarding institutions were put together to form the University College of Education of Winneba. UEW was mandated to provide higher education and foster a systematic advancement of science and art of teacher education, train tutors for the Colleges of Education and other tertiary institutions, provide teachers with professional competence for teaching in pre-tertiary institutions and the non-formal sector.
The university was also to foster links between school and community in order to ensure the holistic training of teachers. UEW pursued this mandate for twelve years under the academic supervision of the University of Cape Coast. In 2004, by the Act of the Parliament of Ghana, University of Education, Winneba Law, Act 672, the Government of Ghana, through the Ministry of Education granted autonomy to the university giving it the authority to design and supervise its own academic programs in pursuance of its mission
For many CPA and other professional services firms, the decision to undergo a name change is quite complex. Often, a firm’s name is the sole differentiating factor in its marketplace, so a move to deviate from established name recognition could cause confusion among current and prospective clients. Traditionally, the use of several founding partners’ last names to construct a much longer firm name was commonplace among CPA firms, though this practice has changed in recent years as more firms adopt a more user friendly approach by shortening the firm’s name to the first or first two names in the string of names. Sometimes, though, a firm name change can represent a strategic initiative to more clearly and purposefully define its identity and set future direction. Such was the case with Cornerstone Accounting Group, LLP, (Cornerstone) based in New York City. Previously known as The Schonbraun McCann Group LLP (or SMG), the firm had earned a well-established and highly-regarded name within the industry…click here to read ahead
marketing has become a more and more important tool in politics in general. In order to campaign successfully – and become the President-elect – in the U.S. Presidential Election, marketing is indispensable. This lead to enormous amounts of money spent on marketing. The aim of this research is to contribute to existing knowledge in the field of political marketing through the analysis of how marketing is done throughout a political campaign. The 2008 U.S. Presidential Primary Elections, together with a few key candidates have served as the empirical example of this investigation. Read more…
Case Study about Bringing the Corporation into Corporate Branding
Abstract This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisationalculture and corporate image is presented. The model is based on a gap analysis, which enables managers to assess the coherence of their corporate brand.
Support for the shift to corporate branding often comes from within marketing. For example, some marketing researchers have claimed that a strong corporate brand has signifcant impact in creating positive consumer perceptions of existing products and new product extensions (e.g. Brown and Dacin, 1997; Ind, 1997). Others have addressed the special processes of creating corporate brands in the service area, emphasising the differences between services and fast-moving consumer goods as foundations for corporate branding processes.