A common language: Cisco unifies its brand through a holistic approach

Article Abstract:

The case study of Cisco Systems Inc., a network hardware industry, is presented to showcase the holistic approach adopted by it in its brand promotion. Cisco utilized the services of internet by building "cisco.com" and integrated all its services and products under one roof for easy accessibility to the customer. This case study provides the strategies and methodologies adopted by the company in the evolution of its brand image.

Telephone and telegraph apparatus, Computer network equipment industry, Network hardware industry, Cisco Systems Inc., CSCO, Growth, Company growth

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New ideas on loyalty and innovation. The latest issue of JMR looks at consumer buying behavior and the effects that new products have on the market

Article Abstract:

The contents of two articles from the May 2004 issue of Journal of Marketing (JMR) that deal with consumers buying habits and the effect of introduction of a new product vis-a-vis other similar existing products have been analyzed.

Product introduction, New Products/Services, Venture Analysis, Analysis, Business enterprises, Brand choice, Consumer preferences

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Widening the moat

Article Abstract:

The techniques of effective brand management to achieve corporate growth are described. The need to view brands and trademarks as assets of companies is discussed.

Strategy & planning, Licenses, Patents & Trademarks, Planning, Intellectual property, Corporate growth, Company business planning, Industry growth

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