Literature Review on Marketing Example | Topics and Well Written Essays - 3750 words

On Marketing - Literature review Example The goals of a successful brand include conveying the message clearly; verifying the integrity of business; psychologically linking with the target prospects; motivating the customer, and improving consumer loyalty. A powerful brand is priceless as the battle for consumers is increasing gradually (Rice & Atkin, 2012, p. 102). It is vital to invest time in researching, classifying, and developing the brand since it is a foundational part within the marketing communication strategy. Brands let the customer to purchase with assurance, and they offer a route map in a confusing range of alternatives. The actual strength of booming brands is that they meet the beliefs of individuals that purchase them or, to put it in a different manner, they signify a promise kept. They can be considered as an agreement between a retailer and a consumer - if the retailer adheres to its side of the deal, the consumer will be contented; if not, the consumer will henceforth look somewhere else. The value to companies of having powerful brands is unarguable. Brands that maintain their promise draw loyal customers who will come back to them on regular intervals. The advantage to the brand owner is that that predicting cash flows becomes simpler and hassle-free, and it becomes feasible to arrange and control the progress of the business with better assurance. Therefore, brands, with their capability to secure revenue, can be ranked as prolific assets in precisely the same manner as any other, more conventional assets of a company, for instance, investments, equipment, and cash. In general, the top bran ds are developed around an exclusive business thought or a persuasive idea (Kozinets et al, 2010, p. 82). When workforce is motivated by the plan, they will facilitate to maintain it and communicate it to clientele, dealers and others by means of their eagerness and dedication. Luxury Brand Luxury brands are considered as â€Å"images in the minds of consumers† (Caywood, 2013, p. 96) that involve links regarding a higher price, value, aesthetics, uncommonness, and a high level of non-functional connections. The contemporary perceptive of a brand is focused on customer and individuality. As a result, brands are considered as images in the minds various target groups, which are designed by businesses to categorize their products. Luxury brands are well connected with their core products. This is revealed by the current definitions of luxury brands, which talk about particular associations regarding product traits. As a result, the constitutive traits of luxury products communic ate mainly with those of luxury brands. Producers of luxury produc

DB 4-2 Essay Example | Topics and Well Written Essays - 500 words - 1

DB 4-2 - Essay Example Among these small and big firms H&R Block is the largest firm filing over 21 million tax returns in the year of 2008. Next to them is Jackson-Hewitt filing approximately 3 million returns. The factor which is unavoidably making this industry lucrative is that practically each and every working household of U.S. has to file annual tax return. This helps to create a stable stream of revenue for these tax preparing firms. This industry is almost free from the effect of economic environment and it is a low capital investment business. Another factor which catalyzed the performance of the company named H&R Block was the Refund Anticipation Loans (RALs). These short-term loans enabled the tax-payers to get immediate cash which they used to repay during the time of tax refund. The interest calculated on the RAL is very steep, the annual interest rate ranges from 50-300% (Has The Tax Preparation Industry Lost its Luster?, 2010). A fair part of the interest paid by the tax-payers used to be e arnings of the company. It indirectly enabled the tax preparing firms to earn huge revenues. These two are the prime factors which helped these two companies to thrive. In U.S. tax preparing industry is drastically changing due to intrusion of technology. Software products namely, Intuit’s Turbo Tax were released in the U.S. market and it is creating a dent in the revenues of traditional tax preparing firms. It enables the users to prepare their tax by combination of e-filing option from the IRS. The electronic tax filing grown drastically and about 31 million returns were filed through this technology; it is 24% of the total volume of tax filers. The most important fact is that still H&R Block does not have e-filing option due to absence of tax filing software. This is affecting their revenues as most of their customers are filing their taxes by themselves through this e-filing process. This technology helped to decrease the perceived value of the