Business Fundamentals was developed by the Global Text Project,
which is working to create open-content electronictextbooks that are freely available on the website
http://globaltext.terry.uga.edu. Distribution is also possible viapaper, CD, DVD, and via this collaboration, through Connexions.
The goal is to make textbooks available to the manywho cannot afford them. For more information on getting
involved with the Global Text Project or Connexions email us atdrexel@uga.edu and dcwill@cnx.org.
Editor: Molly Lavik (Vatel International Business School Los Angeles, USA)
Reviewer: Debbi D Brock (Berea College, USA)
Branding: the memorable rim on the wheel
Branding is the core foundation of your startup that is necessary to make your product or service blossom and grow. “Branding” is a commonly used marketing term that refers to a distinctive image, usually in the form of a logo or company mark that represents a company or product. In recent years a company’s brand has become an asset with a financial worth known as “brand equity”. The marketing use of the word “brand’ is borrowed from the process of burning a rancher’s mark into the hide of a calf for identification purposes. When building your brand, the following checklist is helpful for making your startup bloom.
Branding coaching
What is the meaning behind the message your product and/or service represents?
Coaching: Try writing the history of why you are starting this venture and what is the deeper meaning behind why you are doing this and what you hope the legacy of the new venture will be in the market place. Review the history and pull out any information that seems relevant toward the meaning. Then write up some draft messages you hope to communicate when marketing the product or service.
What is the brand essence of your new product or service?
Coaching: The brand essence of your venture is the “heart and soul” behind the product and service you plan to develop; the core DNA of your product or service. The brand essence is the foundation of your brands true identity and the brand essence typically stays the same over time. An example of brand essence is the medical corporation International Patient Assistance Centre headquartered in Singapore. A review of the corporation’s website (
(External Link)IPAC, International Patient Assistance Care,
www.ipac.sg/en/About/ (Accessed January 2, 2009.) ) leads one to believe the brand essence for the medical company is “dedicated and experienced patient care teams”. If you are not able to come up with the brand essence for your venture try reverse engineering the process by asking yourself what would you like the brand essence of your venture to be and then make a list of action items you would have to do to achieve creating a company with this type of brand essence.
What is the brand advantage?
Coaching: What sets our brand apart from that of the competition?
Try answering the following:
“What is distinctive about the brand?
What differentiates this brand from the competitor’s?
Wayne and Dennis like to ride the bike path from Riverside Park to the beach. Dennis’s speed is seven miles per hour faster than Wayne’s speed, so it takes Wayne 2 hours to ride to the beach while it takes Dennis 1.5 hours for the ride. Find the speed of both bikers.
from theory: distance [miles] = speed [mph] × time [hours]
info #1
speed_Dennis × 1.5 = speed_Wayne × 2
=> speed_Wayne = 0.75 × speed_Dennis (i)
info #2
speed_Dennis = speed_Wayne + 7 [mph] (ii)
use (i) in (ii) => [...]
speed_Dennis = 28 mph
speed_Wayne = 21 mph
George
Let W be Wayne's speed in miles per hour and D be Dennis's speed in miles per hour. We know that W + 7 = D and W * 2 = D * 1.5.
Substituting the first equation into the second:
W * 2 = (W + 7) * 1.5
W * 2 = W * 1.5 + 7 * 1.5
0.5 * W = 7 * 1.5
W = 7 * 3 or 21
W is 21
D = W + 7
D = 21 + 7
D = 28
Salma
Devon is 32 32 years older than his son, Milan. The sum of both their ages is 54 54. Using the variables d d and m m to represent the ages of Devon and Milan, respectively, write a system of equations to describe this situation. Enter the equations below, separated by a comma.
please why is it that the 0is in the place of ten thousand
Grace
Send the example to me here and let me see
Stephen
A meditation garden is in the shape of a right triangle, with one leg 7 feet. The length of the hypotenuse is one more than the length of one of the other legs. Find the lengths of the hypotenuse and the other leg
however, may I ask you some questions about Algarba?
Amoon
hi
Enock
what the last part of the problem mean?
Roger
The Jones family took a 15 mile canoe ride down the Indian River in three hours. After lunch, the return trip back up the river took five hours. Find the rate, in mph, of the canoe in still water and the rate of the current.
Shakir works at a computer store. His weekly pay will be either a fixed amount, $925, or $500 plus 12% of his total sales. How much should his total sales be for his variable pay option to exceed the fixed amount of $925.
I'm guessing, but it's somewhere around $4335.00 I think
Lewis
12% of sales will need to exceed 925 - 500, or 425 to exceed fixed amount option. What amount of sales does that equal? 425 ÷ (12÷100) = 3541.67. So the answer is sales greater than 3541.67.
Check:
Sales = 3542
Commission 12%=425.04
Pay = 500 + 425.04 = 925.04.
925.04 > 925.00
Munster
difference between rational and irrational numbers
Jazmine trained for 3 hours on Saturday. She ran 8 miles and then biked 24 miles. Her biking speed is 4 mph faster than her running speed. What is her running speed?