Marketing Midterm

943 words 4 pages
1. Critique on this comment: "People are spending most of their time online and they are communicating via social networking platforms like Twitter and Facebook. As such, there's no need for companies to advertise in traditional media such as TV, newspaper or radio anymore."

Social media tools like Twitter and Facebook have taken the world by storm, as is expected of any social networking platform of such colossal magnitude. According to a survey from Constant Contact a company that facilitates social marketing, there has been a rapid increase in social media use to promote businesses. Nearly three-quarters of all small business owners are now turning to social media as a means of marketing their business. The 2012 Social Media
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For this mid-term paper, you should be able to find at least 2 of these organizations. One of the world’s largest brand consultancy organizations is Interbrand which was started in 1974. Interbrand has 40 offices around the world and is committed to creating and managing brands as valuable business assets.

Interbrand’s methodology takes into consideration “all the many ways in which a brand touches and benefits its organization -- from attracting and retaining talent to delivering on customer expectations”. The final value that is derived is then used to guide brand management so that businesses can make better and informed decisions. There are three key aspects that contribute to this final assessment: “the financial performance of the branded products or services, the role of brand in the purchase decision process, and the strength of the brand”.

The financial performance measures the organizations raw financial return to the investors. The role of brand measures the portion of the decision to purchase that is attributable to the brand. For the purpose of the rankings this role is derived from either primary research, review of historical roles of brand or expert panel assessment. Brand strength is measured on a 0 to 100 scale determining the ability of the brand to secure the delivery of expected future earnings.

Brand Value Results:


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