Business Commons^™

Marketing Ireland In The Face Of Adversity., Angela Wright

Theses

This study is an examination of the factors which influence the success or failure of the tourism industry in Ireland. This research incorporates the views, opinions, and commentaries of leading figures in each sector of importance for this key industry within the Irish economy. An examination of various bodies charged with the management of the Irish tourism industry, since its inception as a recognised commercial entity, is included in this study. This research highlights the confusion that has surrounded the constitution, mandate, and nomenclature of these national management bodies in recent times.

A significant finding of this study is that, …

Brand Development By Small Firms, Aoife Hackett

Theses

The thesis explores the process of developing and managing brands. Particular emphasis is placed on how small enterprises gain recognition and acceptance for brands, the obstacles they encounter and how they surmount these obstacles.

In a review of the literature, brand management strategies and the value of brand loyalty to a business were discussed. Brand equity and measurement and measures of brand equity were also reviewed.

Interviews were conducted with large successful firms to discover arrangements and processes they employ to maintain market support, to extend the coverage or application of their brands to new product versions or new segments, …