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Companies Case Studies
Creating value brand management
The environment in which an organisation competes will provide both opportunities and threats that influence its long-term strategic development. Organisations, therefore, have to analyse...
The new world of Rexam
We are surrounded by brand images. Coca-Cola, Nike and Shell are all strong brands backed by corporate names that we are all familiar with....
Reclaiming the identity of a brand
Levi’s is the best known jeans name on the planet. The business was founded by the Strauss family in 1875 and produced jeans for...
Building a brand leader
In a few years, British Sky Broadcasting has transformed the way people in Britain watch and use their television. Before Sky, people could never...
Growing a brand in an unbranded market
A marketplace is divided into consumer markets and organisational markets. In organisational markets, businesses sell goods or provide services to other business organisations. Buyers...
Branding strategies to create value
The ultimate aim of any business is survival. At least five groups want to see a company not only survive but flourish: its shareholders,...
The importance of building a strong brand image
In the modern business world, an organisation’s brand image can be as important as the goods or services it produces. A strong brand image...
Creating a new and exciting brand Café Cadbury
Everyone knows about Cadbury and what it represents. The Cadbury Masterbrand is the flagship for a variety of well known distinctive products including Flake,...
Building on a brand
HMV has one of the world's most instantly recognisable trademarks and its name is inextricably linked with the history of recorded music. Few, if...
Developing a partnership to support the interests of young people
One of the most critical times for young people is when they have their first opportunity to leave school. Although leaving school at 16...
Brand repositioning and communications
Research
Market and product research lie at the heart of any successful business. Market research involves talking to customers to find out what they want...
Building a brand in order to sustain its life cycle
Preparing to make a strategic change
Before committing resources to creating the family of All-Bran brands, Kellogg needed to conduct research to discover whether a...
How a brand promise drives change in a multinational organisation
Philips was established in 1891 and made lightbulbs - a simple product. Throughout the years the company increased its portfolio into technology products that...
Raising finance for SMEs
It was the European Commission that first coined the term ‘small and medium enterprise’ (SME) to describe businesses which employ less than 500 workers.
This...
The business mission of Britannia
Britannia is the third largest UK building society, with group assets exceeding £16 billion. Following the conversion to plc status of a number of...
The role of investment trusts in the capital market
The capital market enables individuals and organisations with spare capital (money which they want to invest) to channel these funds to businesses and other...
Calculating the risks in making investment decisions
Investment decisions involve weighing up the risk and the likely rewards of various options. It is often the riskiest alternatives that yield the highest...
Assessing a major infrastructure project
The development of a transportation system which links up places both within the UK and across the world has enabled people, goods and services...