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Articles 1 - 6 of 6
Full-Text Articles in Business
Our Findings In Marketing Research For Hartville Potato Chips, Elena Kozma, Abbie Ford, Tamia Henderson, Corey Keim, Ashley Whitten
Our Findings In Marketing Research For Hartville Potato Chips, Elena Kozma, Abbie Ford, Tamia Henderson, Corey Keim, Ashley Whitten
Williams Honors College, Honors Research Projects
To conclude the 2024 Spring semester, we will present primary and secondary research to our client (Hartville Potato Chips). This presentation will support the proposition and promotional strategy to add three more local partnerships for Hartville Potato Chips based on our research findings.
Nation Branding: The Case For Marketing Strategy In International Relations, Brooke Boan
Nation Branding: The Case For Marketing Strategy In International Relations, Brooke Boan
Senior Theses
This thesis seeks to address the concept of nation branding and how states can use marketing strategies for international relations gains. Using a literature review of relevant concepts and trends in international relations, including soft power, public diplomacy, and cultural diffusion, the connection between marketing strategies and foreign policy trends become clear. An analysis of nation branding, its origins, applications, and challenges, provides insight into an up-and-coming area of international relations. Specific country case studies were chosen to examine the real-world results of nation branding including the shortcomings and future opportunities. The case of Japan shows how a country can …
An Investigation Into The Management Of Branding In Irish Artisan Food Businesses, Daniel David Hickey
An Investigation Into The Management Of Branding In Irish Artisan Food Businesses, Daniel David Hickey
Theses
A consumer’s lifestyle is busier now then in the past and is moving towards products that reduce preparation and cooking times (Bia, 2015). The demand for value added convenience products has created opportunity for the Artisan food sector. This has lead to the expansion of food Small Medium Enterprises (SME’s) in Ireland. There were 235 specialty food producers in Ireland in 2018, a 2.7% increase on the previous year. SME’s are growing in popularity among consumers but there is very little research been completed into Irish SME’s. A 2016 study by Kennedy and Wright identified that the area is scant …
An Exploratory Study Of How To Navigate Brand Management And Improve Sales Performance Through Control Policies, Pavuth Sriaranyakul
An Exploratory Study Of How To Navigate Brand Management And Improve Sales Performance Through Control Policies, Pavuth Sriaranyakul
Dissertations and Theses Collection (Open Access)
The aim of this study was to examine the effects of alcohol and tobacco control policies on sales performance when two central elements of marketing, communication and promotion programs, are significantly restricted. The study took place in Thailand, which has some of the strongest tobacco control regulations in the world, along with moderately strong alcohol control regulations. Under these regulations, tobacco firms operate in a dark market, with near-total regulatory prohibition on advertising, promotion, and even the display of their products. Alcohol firms operate in a less restrictive or “grey” market, as they face restrictions on advertising and promotion content, …
Youtube Money: The Impact Of Brand Management On Online Video Companies, Samantha Perry
Youtube Money: The Impact Of Brand Management On Online Video Companies, Samantha Perry
Honors Program Theses
Many YouTube channels today operate not only as miniature media outlets, but as fully functional media companies operating independently through advertising revenue. The top creators of content on YouTube bring in millions of dollars of revenue each year. This thesis seeks to answer the question of how content creators can harness the power of brand management strategy in order to maximize revenue and grow their audiences over time. I overview current trends among content creators industry-wide, and then focus on a group of channels to analyze their brand management habits on- and off-line. I then examine data from brands’ videos …
From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana
From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana
Theses and Dissertations--Communication
The Kentucky wine industry has grown from six wineries in 1999 to more than sixty wineries as of 2013. However, the industry has reached a crucial point in its development as funds allotted from the Tobacco Master Settlement Agreement ended in 2014. As a result, Kentucky wine producers must navigate the demands of local, regional, national, and international wine markets without the same amount of economic support provided in the early stages of the industry’s development.
The purpose of this study was to investigate (1) how Kentucky wine producers use cultural associations to manage their brands, (2) communicate with multiple …