Question 1 In particular, in highly competitive marketplaces, marketers often must link their brands to other entities, for example, people, places, things, or other brands, as a means to improve their brand equity. Understanding this leveraging procees requires understanding consumer brand knowledge and how it changes from such associations.” (Keller, 2002, p.595 Through critical discussion derived from academic peer reviewed published work and a range of researched examples, determine to what extent you agree or disagree with this statement. Consider the multidimensionality of measuring sources of brand knowledge structure for an international brand manager.
Question 2 “…newness might also have a dark side. As researh on new technologies suggest, innovations might disrupt everyday routines and create interpersonal conflicts.” (Coskuner-Bali and Sandikci, 2004, p.128)
Critically discuss, using illustrative examples, how an understanding of ‘newness’ can help product and brand managers to grow their innovations in the market place.
"We are what we devour." To what degree does utilization add to the development of personality in contemporary British society? Keeping in mind the end goal to comprehend the degree to which utilization adds to the development of character in contemporary British society, and accordingly be in a situation to remark on whether or not "we are what we expend" is a legitimate explanation or basically exaggeration, it is vital to first comprehend the sociological ideas driving the inquiry being inquired. "Utilization" in sociological terms does not just mean the purchasing and expending of products and ventures. Specifically, sociologists are occupied with utilization as a methods for passing on importance. "Obvious utilization" is a term that was initially instituted by Thorstein Veblen and it alludes to the manners by which individuals pass on the degree of their riches to others in a general public in which the conventional methods for passing on importance have to a great extent vanished. Veblen contended that in the public arena, a man's standing was straightforwardly identified with their riches. The way in which this riches had been aggregated was likewise critical, with old riches being all the more very regarded then new riches. The affluent individual had two manners by which to announce their social standing; obvious relaxation or potentially prominent consumption. It is vital to comprehend the recorded foundation that has prompted the present utilization designs in contemporary Britain. The mechanical upset was a period of huge social changes. Authentic obligations of bondage and respect were smashed and a large number of individuals spilled into the UK's urban communities. An outcome of this mass change was that riches creation was not any more fixing to the land. All of a sudden a man who claimed a production line could conceivably have an indistinguishable measure of riches from somebody who viewed themselves as a major aspect of the privileged societies and whose riches accompanied status. Riches, without anyone else's input, was not any more an adequate methods for isolating the high societies from the fakers. This was particularly so in the expansive towns that had been made in which individuals were always cooperating with outsiders who were uninformed of a man's economic wellbeing. In that capacity, obvious utilization came to be an undeniably critical methods for separating oneself from others. The optimistic dreams released amid the modern upset implied that, as a rule terms, individuals having a place with a lower class could now possibly defeat the riches partition essentially through diligent work. Beating the class partition was somewhat more troublesome and it was accomplished by basically replicating the utilization propensities for that class which a man strove for. Regardless of whether utilization drove the modern upheaval or whether the mechanical unrest drove utilization may never be replied. The one thing that is sure is that each fuelled the other. The more individuals devoured the more noteworthy the blazes of industry. The more colorful and in vogue the things created, the more prominent the free for all of utilization. In any case, what is clear is that conventional states of mind to work and utilization must be survived. Weber gives a fascinating case that shows this point; "a man… who at the rate of 1 stamp for every section of land cut 2.5 sections of land for each day and earned 2.5 imprints when the rate was raised to 1.25 imprints for each section of land cut, not 3 sections of land, as he may effortlessly have done, accordingly procuring 3.75 imprints, yet just 2 sections of land, with the goal that he could in any case win the 2.5 imprints to which he was acclimated. The chance of procuring a larger number of was less alluring to than that or working less. He didn't ask: what amount would i be able to gain in multi day on the off chance that I fill in however much as could reasonably be expected? Be that as it may, what amount must I work with a specific end goal to acquire the wage, 2.5 imprints, which I earned previously and which deals with my customary needs?" In the above illustration Weber is by all accounts ridiculing this straightforward individual who neglects to comprehend that by working longer hours they can win more cash. In contemporary British society, it nearly appears just as relaxation time can't be delighted in without having first bought the methods for appreciating that time. In this manner wide screen TVs, amusements supports, worldwide occasions, books, dvds, and so forth are everything without which individuals are made to trust they couldn't make the most of their relaxation time. This ought to be differentiated to the individual in Weber's case who trusted that just being far from work was a sufficient reward in itself. One proposed meaning of a buyer culture, set forward with a specific end goal to envelop obvious utilization in Third World nations, yet additionally helpful as a general beginning stage, is one, "in which the greater part of purchasers eagerly want (and some detectable segment seek after, procure, and show) products and ventures that are esteemed for non-utilitarian reasons, for example, status chasing, begrudge incitement, and oddity seeking." As such, any general public in which utilization includes more than basically subsistence living (ie living to survive) will include to some degree a level of prominent utilization. In like manner, the idea of "personality" in contemporary sociological terms has created past essentially taking a gander at a man's occupation and class. This move far from business constituting the primary wellspring of a man's character fragmented sociological idea. While already a man's personality fell into a few sensibly clear sociological classes and sociological scholars could theory on the "full scale" themes of relations between these gatherings, the shattering of the nexus amongst work and character implied that sociologists currently needed to direct their concentration toward regions which had to that point been to some degree disregarded. The investigation of utilization by sociologists has moderately ongoing inceptions. While at the same time Marx and Veblen addressed utilization, their emphasis stayed on class and word related personalities. So, their initial work around there ought not be marked down. Marx contended that by isolating specialists from responsibility for merchandise they created and the methods for that generation, they were basically being "irritated from their labour." As we will see beneath, this offense can prompt thwarted expectation in workers. Notwithstanding, it ought to be noticed that utilization, being optimistic, really blossoms with sentiments of bafflement. As Weber's case above shows, it is hard to offer a man who is content a hallucination. In their spearheading content on utilization, "The World of Goods", Douglas and Isherwood noted with skepticism that, "it is unprecedented to find that nobody knows why individuals need goods." They went ahead to advance the contention that "buyers utilize merchandise to build a coherent universe and to make and keep up social relationships." One could maybe contend that in contemporary British society personality and utilization have turned out to be one and the same. As the abundance of society all in all has expanded and family bonds have gradually disintegrated, individuals look to notices, their associate gathering and big names to help them in distinguishing themselves. Be that as it may, by making a character which is outside of themselves and which depends on imported implications, they risk the personality they present to the world acting naturally a deception. At the point when such a hallucination is broken, it can have genuine outcomes for that individual and everyone around them. Generally, British society has dependably been greatly class isolated. Be that as it may, in present day British society, class wars have been to an expansive degree been supplanted by clashes of utilization. An especially decent case of this was the ongoing news that the Labor serve Ruth Kelly had settled on a choice to send her tyke to a costly tuition based school when a reasonable state elective existed. The contentions encompassing her choice plainly outline the degree to which decisions about utilization can conflict with a man's open personality. The way that Mrs Kelly is a Labor pastor and previous Education Secretary intends to a few people that she ought not settle on choices about her utilization of administrations which are in opposition to partisan principals. An unmistakable case of this reasoning is set out in Simon Jenkins ongoing article in the Guardian. He contends that: "To expel a tyke from the state educational system is infrequently an instructive decision, whatever code word is generally connected. It is a social articulation. Crosswise over class-bound Britain, the restrictive school, regardless of whether state or private, strengthens the colossal divide." Different reporters from inside the Labor party went on record to state: "I think it conflicts with the standards of the Labor Party. I am disheartened by this and it influences me to ponder about the kind of individuals who accomplish high office who are in New Labor" (Birmingham Selly Oak MP Lynne Jones).>GET ANSWER