Matching Items (15)
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- All Subjects: Branding
- Creators: Department of Marketing
- Member of: Theses and Dissertations
- Resource Type: Text
Description
I Am Not A Millennial is an honors thesis project that combines research with a creative application to determine the best practices for companies and advertising agencies. The thesis consists of three main sections: an overview of what a millennial is, bursting the millennial hype bubble, and discussion of whether new targeting techniques, new ideas for content, or new ways of advertising are necessary to engage the Millennial consumer. The thesis will first look at the Millennial Generation to answer the question of "Who are they?" with the emphasis on removing the negative stereotypes from the Millennial generation. This section will be supported by the following section which will discuss the lack of statistical information that truly separates the Millennial generation from its predecessors. Finally, by presenting information on my experiences leading a student-run advertising non profit, case studies, and working within an account management department of an advertising agency, this thesis will present conclusions that advertising agencies and businesses need to develop targeting and content practices that focus in on consumers' interests and tell the story of "why" in order to connect with Millennials.
ContributorsCondo, Ashley Roelle (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Department of Management (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Innovation Space is a course designed to challenge senior students to collaborate on an interdisciplinary basis while completing a thought-provoking project. Each project is designed to allow students to address real-world issues. My team, Leverage, has created a product suite for power wheelchair users. Our product suite equips a wheelchair with a backup camera, an expanding lap desk, and a headrest with integrated Bluetooth speakers and microphone. These products are designed to increase the productive potential of the disabled, particularly quadriplegics injured around the C4 vertebra level. During the course of the program, my team will create physical prototypes of our product and I will create a full business plan. The individual written portion of my thesis will consist of discussion of a branding framework developed by creative director Patrick Hanlon. In addition, I will suggest methodology for effectively branding our company.
ContributorsGaynor, Max Daniel (Author) / Peck, Sidnee (Thesis director) / Desch, Timothy (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Management (Contributor)
Created2014-05
Description
As firms increase the number of channels that they operate and distribute their products and services on, they run into new challenges with branding. One sub-industry where many firms have used multi-channel branding is the specialty apparel segment of retail. Many firms of this kind are using a four-channel approach with physical stores, brand websites, social media pages, and direct mail catalogs to market their products. Yet, there are few specialty apparel retailers that do this well across all four channels. A particular technique used to market products in this way is visual merchandising. Visual merchandising for apparel products pieces together full outfits with multiple clothing items and shows them, in some way, being worn. Beyond just marketing products, however, visual merchandising can provide firms with benefits of branding such as brand expertise, positive consumer attitudes, and increased consumer purchase intent. To do this, firms must develop quality brands using traditional branding practices. To use as guides, J. Crew and Anthropologie's branding and visual merchandising practices were analyzed in case studies. Testing consumer perceptions of these brands and their success, primary research about consumers' behavior relative to specialty apparel retail brands and their visual merchandising displays was an outcome. From this research, it was found that consumers best respond to in-store visual merchandising displays. In showing products, a variety product combination strategy is preferred as it enhances the value consumers perceive in brands and builds brand character. Consumers also feel that visual merchandising impacts their knowledge of the brand and its products as well as personal styling. If brands successfully use visual merchandising to brand themselves, brand consistency, brand expertise, and positive consumer attitudes are an outcome. Recommendations for specialty apparel retail brands have been developed using these findings, and the potential such firms are able to realize in using these will greatly benefit them.
ContributorsTaylor, Allyson Nicole (Author) / Montoya, Detra (Thesis director) / Gray, Nancy (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
This paper is rooted in the field of business, with an emphasis on entrepreneurship in the fashion industry. The questions we tried to answer were the following: What are factors of success for current fashion brands? What is important to our target market when shopping? How can we deliver these attributes to our target market? How can we use our findings to create a fashion brand? First, we conducted in-depth external analysis about existing retailers including, Forever 21, Zara and Brandy Melville. After doing so, we created brand molecules and learned about other people's perceptions in relation to these existing brands. Next, using our own qualitative and quantitative research, we sought to understand the many gaps in the overall shopping experience for college students and young working professionals. Our research revealed many common themes and trends that we will integrate into our proposed business plan in efforts to fill the gaps. Through our data analysis, common trends included how our demographic learns about new fashion trends, statement pieces versus mix-and-match basics, online shopping versus in-store shopping, price sensitivity of our target market, and lastly, the quality of customer service and the store's return policy. After our extensive research and data analysis, we began to construct our brand. We propose a new business model that targets our fashion-forward consumer with a memorable shopping experience that delivers high-quality and trendiness to their wardrobe. Using the elements and trends we identified, combined with our own vision, we combined them into one brand, The Capsule Collection. ur brand will feature high-quality, reasonably priced basics ranging from everyday casual to business casual. We will have store locations in cities where there are many young working professionals, and target them through social media advertising. Our store will feature an open layout with clean and minimalistic displays, keeping everything in neutral tones and accented with plants. The goal of The Capsule Collection is to make shopping as easy and exciting as possible, and focus entirely on the customer's experience.
ContributorsMeyyappan, Rathna (Co-author) / Aggarwal, Payal (Co-author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
There are over 4,000 higher education institutions in the U.S., according to the National Center for Education Statistics. With a variety of options at an applicant’s disposal, the competition for institutions to attract their desired student body can be fierce. Some factors many consider when searching for the perfect college are its reputation and brand. Increasingly, universities have chosen to engage in marketing and branding techniques once reserved for corporations. According to a report by the Santa Clara Consulting Group, “a university is no longer just an institution of higher learning but also a business.” In coordination with this growing trend, institutions have been propelled to undergo some extent of a transformation to achieve their goals. This paper examines three institutions representing different higher education categories that have undergone or are currently undergoing some extent of a reputational shift. Looking at a large public university, an Ivy League institution and a liberal arts college, the research explores the various communications efforts made by each institution and how they compare. In some cases, the communications department is an integral component of the shift, while sometimes it provides mostly auxiliary support. Ultimately, this research hopes to provide insight into the following questions: what actions can an institution’s communications department take to help strengthen its reputation and grow its brand; and how do these strategies compare among various types of institutions?
ContributorsWolfe, Alexandra C (Author) / Hass, Mark (Thesis director) / Smiley, Andrea (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Advertising has been a part of the marketing landscape for decades, evolving over time. Among the many tactics of advertising is the use of spokespeople, or brand personalities, that represent a brand and its offerings. Spokespeople have been around as early as the 1950s, with brands hiring well-known actors and actresses to represent everyday products. Since then, they have evolved to be more than just a brand representative. Fast forward to the 21st century, spokespeople have developed symbiotic relationships with brands, helping them create authentic connections with its consumers.
There are many successful cases of spokespeople enhancing a brand’s popularity and growing their sales, but what would happen to the brand if their spokesperson engaged in controversial behavior? The basis of this thesis, and my research, revolves around this research objective: to better understand if, and how, spokespeople affect a brand and its consumers. I conducted primary research in the form of a survey to test consumer’s attitudes and behaviors towards brands and spokespeople; additionally, I conducted secondary research to understand how spokespeople can impact a brand’s stock and sales performance. I expect spokespeople with high levels of association with the brands they represent to have a strong affect on a brand’s performance and perception.
The results of my research defy my expectations. Spokespeople that have a weaker association level with their brands had a strong affect on a brand and its consumers, and vice-versa with strong association levels. In the primary research, spokespeople with weak association levels with Nike and Papa John’s had a significant impact on how participants viewed and engaged with the brands. In addition, secondary research indicates there are significant affects on a brand’s performance as a result of the spokespeople, despite the weak association levels.
After conducting research, I concluded that to have effective spokespeople that can positively impact a brand and its consumers, they must possess two characteristics: trustworthiness and authenticity. The successful cases of spokespeople from my primary and secondary research possessed these characteristics. Consumers need to be able to trust the messages that come from spokespeople, and they need to be able to understand that the relationship between the them and the brand is authentic and makes sense. Therefore, if the spokespeople brands hire are trustworthy and authentic to the brand, then they will positively impact the performance and perception of the brand.
There are many successful cases of spokespeople enhancing a brand’s popularity and growing their sales, but what would happen to the brand if their spokesperson engaged in controversial behavior? The basis of this thesis, and my research, revolves around this research objective: to better understand if, and how, spokespeople affect a brand and its consumers. I conducted primary research in the form of a survey to test consumer’s attitudes and behaviors towards brands and spokespeople; additionally, I conducted secondary research to understand how spokespeople can impact a brand’s stock and sales performance. I expect spokespeople with high levels of association with the brands they represent to have a strong affect on a brand’s performance and perception.
The results of my research defy my expectations. Spokespeople that have a weaker association level with their brands had a strong affect on a brand and its consumers, and vice-versa with strong association levels. In the primary research, spokespeople with weak association levels with Nike and Papa John’s had a significant impact on how participants viewed and engaged with the brands. In addition, secondary research indicates there are significant affects on a brand’s performance as a result of the spokespeople, despite the weak association levels.
After conducting research, I concluded that to have effective spokespeople that can positively impact a brand and its consumers, they must possess two characteristics: trustworthiness and authenticity. The successful cases of spokespeople from my primary and secondary research possessed these characteristics. Consumers need to be able to trust the messages that come from spokespeople, and they need to be able to understand that the relationship between the them and the brand is authentic and makes sense. Therefore, if the spokespeople brands hire are trustworthy and authentic to the brand, then they will positively impact the performance and perception of the brand.
ContributorsHo, Yi-Chun (Author) / Giles, Charles (Thesis director) / Montoya, Detra (Committee member) / Dean, Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
The Importance of Online Branding and Targeted Social Media Campaigns within the Restaurant Industry
Description
In order to explore the importance of online branding and social media in the restaurant industry, this thesis will apply concepts from the literature review to Hennessey's Tavern Inc. The purpose of this project is to present research and create a campaign based upon these findings that will help Hennessey's Tavern Inc. improve its online presence and social media, starting with its 10 Hennessey's Tavern locations. The deliverables and research will provide Hennessey's Tavern Inc. with a detailed audit of its current brand and ways in which it can be improved.
ContributorsBrightwell, Taylor Nicole (Author) / Wu, Xu (Thesis director) / Matera, Fran (Committee member) / Bovio, Sonia (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Branding is one of the most important tools a business can use. Whether consumers know it or not, every purchasing decision that they make – be it for a product or service – is rooted in the brand. Thus, it is somewhat of a surprise that branding for individuals did not become popularized until 1997, with Tom Peters’ article “The Brand Called You.” In his article, Peters remarks on how changes in the marketplace and technology make developing a personal brand more accessible, as well as more important. The increasingly competitive marketplace combined with the rise of social media means that personal branding is even more important and more attainable today. Thus, it is vital for students entering the workforce to develop a brand that will allow them to distinguish themselves. This research examines whether or not students understand what personal branding is and if they have taken the steps to develop their personal brand. The research questions are as follows:
• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.
• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.
ContributorsBinsfeld, Jacqueline Rose (Author) / Montoya, Detra (Thesis director) / Gray, Nancy (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12
Description
In an effort to create an exemplar for what brands, “Swipe Stories” is a video series that displays how brands can connect with consumers in a way that is engaging and additive to their life. The paper outlines the ideation, creation and extrapolation of the creative project as well as results that were found. Each step of the process is outlined with detail and notes to benefit both consumers and marketing professionals to understand the ways that longford content can be utilized for the shared value of the consumer and the brand.
ContributorsHuwald, Carter (Author) / Giles, Charles Bret (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2023-05
Description
After traveling to both Germany and Austria and attending traditional festivals such as Oktoberfest in Munich and the famous Christkindl Markets in Salzburg and Innsbruck, we were both inspired by our cultural and culinary experience. This also fostered confusion as to why German and Bavarian cuisine was an underrepresented food category in the U.S.
We completed in depth secondary research, focusing on environmental trends (social, economic, technological, political/legal, and natural) that affect the business environment in America, as well as produced a current market analysis of the American restaurant industry. This market analysis includes the discovery and evaluation of the history of the American restaurant industry, its evolution, its forecasted trends, and more specifically, taking a closer look at the nearly visible presence German cuisine establishments currently represent in America’s marketplace. By uncovering forecasted trends and determining the important presence the restaurant industry holds in America’s economy, we confirmed that designing and opening a German inspired restaurant is a great investment in an industry that continues to grow and prosper.
Before settling on a concept, we tested three unique German inspired models. Option 1, Prost, uniquely resembles a bar. Prost is described as a very casual and spacious beer garden placing an emphasis on quality German beer and small shared plates or appetizers. In contrast, option 2, Geister Haus is described as an upscale sit down restaurant that not only provides a wide selection of beer, wine, and spirits, but also an extensive menu with traditional German plates. Geister Haus is meant to provide its consumers with the authentic German experience. Lastly, option 3, Das Good is a modern concept that creates a fusion of German and American culture by providing traditional German specialties with a twist.
After conducting a survey testing all three concepts, the feedback we received from our test subjects (41 individuals representing diverse demographics) confirmed that Das Good was the most interesting German inspired concept that they would most likely visit. However, Prost was a close second, and many respondents suggested a combination of the two concepts; that is how the finalized Das Good restaurant was formed. Das Good’s business plan includes:
Company mission and values centered around diversity, community, and celebration
Target consumer profile otherwise known as Jackson Nelson that represents the specific demographic and psychographic qualities of a potential consumer we intend to attract
Competitive analysis of three carefully selected primary competitors (The Yard at Culinary Dropout, Brat Haus, and Pedal Haus Brewery) located within the Valley
Beyond the details of our business plan, we placed an emphasis on the marketing campaigns and design aspects of Das Good. For example, we researched three specific locations in which we will consider to invest, and developed a full menu including item descriptions and prices. We focused on physical evidence of store blueprints including indoor seating and outdoor patio layout and explained the value of our community centered open floor plan. Finally, we crafted a two-fold marketing plan that integrates digital exposure via local influencers and customer engagement via prize-worthy games featured at music, arts, and food festivals.
We completed in depth secondary research, focusing on environmental trends (social, economic, technological, political/legal, and natural) that affect the business environment in America, as well as produced a current market analysis of the American restaurant industry. This market analysis includes the discovery and evaluation of the history of the American restaurant industry, its evolution, its forecasted trends, and more specifically, taking a closer look at the nearly visible presence German cuisine establishments currently represent in America’s marketplace. By uncovering forecasted trends and determining the important presence the restaurant industry holds in America’s economy, we confirmed that designing and opening a German inspired restaurant is a great investment in an industry that continues to grow and prosper.
Before settling on a concept, we tested three unique German inspired models. Option 1, Prost, uniquely resembles a bar. Prost is described as a very casual and spacious beer garden placing an emphasis on quality German beer and small shared plates or appetizers. In contrast, option 2, Geister Haus is described as an upscale sit down restaurant that not only provides a wide selection of beer, wine, and spirits, but also an extensive menu with traditional German plates. Geister Haus is meant to provide its consumers with the authentic German experience. Lastly, option 3, Das Good is a modern concept that creates a fusion of German and American culture by providing traditional German specialties with a twist.
After conducting a survey testing all three concepts, the feedback we received from our test subjects (41 individuals representing diverse demographics) confirmed that Das Good was the most interesting German inspired concept that they would most likely visit. However, Prost was a close second, and many respondents suggested a combination of the two concepts; that is how the finalized Das Good restaurant was formed. Das Good’s business plan includes:
Company mission and values centered around diversity, community, and celebration
Target consumer profile otherwise known as Jackson Nelson that represents the specific demographic and psychographic qualities of a potential consumer we intend to attract
Competitive analysis of three carefully selected primary competitors (The Yard at Culinary Dropout, Brat Haus, and Pedal Haus Brewery) located within the Valley
Beyond the details of our business plan, we placed an emphasis on the marketing campaigns and design aspects of Das Good. For example, we researched three specific locations in which we will consider to invest, and developed a full menu including item descriptions and prices. We focused on physical evidence of store blueprints including indoor seating and outdoor patio layout and explained the value of our community centered open floor plan. Finally, we crafted a two-fold marketing plan that integrates digital exposure via local influencers and customer engagement via prize-worthy games featured at music, arts, and food festivals.
ContributorsWillett, Sydney (Co-author) / Doloresco, Sophia (Co-author) / Trujillo, Rhett (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05