Branding Assignment Example | Topics and Well Written Essays - 500 words

Branding - Assignment Example Brand positioning is aimed at allocating products and services in certain communicative channels in order to meet the needs of customers. Brand positioning is crucial to any organization because it is able to implement the organization’s objectives, goals, and missions. The purpose of branding and positioning is to give the consumers a clear image of the organization and its products. This also helps an organization maintain its competitive advantage. There are many products in the market that are can be used for the same purpose, branding and positioning make a product unique to the customers which in turn helps customers differentiate one product from that of its competitors’. A good example is seen in the case of toothpastes. Toothpaste brands have increased significantly over the years. The supermarkets are now filled with many brands, each with its own benefits (Segrave, Pg. 28). Colgate, which is toothpaste that has been around for many years and still has a big market share around the world, maintains its market share through branding. Colgate is known for its ability of whiten the teeth, freshen the breath, and strengthen the enamel on the teeth. The company also takes advantage of the red color on its product packages during its TV advertisement. There is more of the red color like the packaging of the toothpaste. The company believes that the color inspires impulse buying because the color causes excitement. The white and red combination in its packaging is eye catching and appealing to the eyes of consumers. This also remains in the minds of the consumer, forming a way of differentiating the products from other toothpastes. This also shows the principles of branding and positioning which is differentiating one product from another. An effective branding gives consumers a perception that there is no other service, product, or company than the brand’s company. Branding helps organization to differentiate their products from those of its

Corporate Scandal Assignment Example | Topics and Well Written Essays - 2750 words

Corporate Scandal - Assignment Example The firm initially started its operations by trading penny stocks, i.e. stocks of small companies which have less market capitalization and trade below $5 in the USA market. Penny stocks are very volatile and thus very risky for the investors who investors who invest in order to reap windfall gains. Madoff’s firm did not trade on the floor of the NYSE and rather traded in the OTC market. That is Madoff’s firms helped retail brokers trade directly with each other without intervention of an exchange. Thus it helped the stock traders maintain anonymity. Initially Madoff used the quotes available through National quotation Bureau’s stock quotes. But in order to compete in a better way with the firms that traded on the floor of New York Stock Exchange the firm developed a computer application that they used to distribute information of its quotes. This technology was later used to form NASDAQ. The firm commanded a good position in the market and at one time it was the largest market maker of NASDAQ and was the 6th largest in Wall Street among the market makers. The firm also had an investment management division that was not well published. The investment management arm also did advisory functions. His firm had several of his family members on board including his brother, brother’s daughter and his two sons. Mardoff and his firm was regarded as one of the masters in the third market with their average volume of trades equaling about 9% of the volumes traded by NYSE. Besides running his legitimate business Madoff investment securities LLC in 1960 which dealt with OTC trading of securities without the involvement of stock exchanges, Madoff also run an investment management firm named Ascot Partners. Through its investment management firm Madoff sought investments from various class of investors including celebrities, common man, banks, and other fund houses and promised them of steady returns. Madoff said that he was able to generate steady