What should the ROCE figure be compared with when analysing a company’s results?
They should be looked at against previous years results, the results of major rivals, the current rates of interest and returns on alternative investments and…
What should the ROCE figure be compared with when analysing a company’s results?
Explain the relevance to a company of declaring a net profit margin that is not a great deal lower that its gross margin.
This ratio measures the relationship between the net profit declared and the sales or turnover of the company. If is quite close to the gross…
How might a company boost its profitability?
To boost profitability a company will basically either (a) cut costs or (b) increase revenue. To do the former they will need to look for…
Advertising and Movement Toward Action
Introduction to Branding
I bet you must be telling your friends that you wear a Gucci or a Parx or that you prefer to go to McDonalds than…
What makes up a brand identity?
Brand identity includes brand names, logos, positioning, brand associations, and brand personality. A good brand name gives a good first impression and evokes positive associations…
Is branding just for large companies?
No, our process can be applied to any business, organization or product. The techniques of branding have been kept secret for many years because they…
Branding Decisions
The following are few of the decisions that marketers and advertisers must take in order that they can give a new image to a product…
Singular Distinction
‘The positioning of the brand. The only choice to make…without reservation.’The value of qualities and attributes implied by the brand name and reflected in choices…
Brand portfolio
Brand architecture involves the management of brand portfolio. Brand portfolio includes all the types of brand viz. Brands and sub brands as well as co-brands…