Mini cases on Brand Reality

Article Abstract:

Close investigation of approaches to branding at Cadbury Schweppes, Virgin, ASDA, Procter & Gamble and Boots gives a valuable insight into issues relating to Brand Reality. Cadbury Schweppes has sought to establish a consistent company character, but also constantly seeks new ways of advancing. Virgin uses the reputation model of branding, while ASDA seeks to empower employees to serve. Procter & Gamble places strong emphasis on knowledge creation and application, while Boots has developed a marketing approach in which it places itself in the position of the customer.

Canned & Bottled Soft Drinks, Soft Drink Manufacturing, Supermarkets and Other Grocery (except Convenience) Stores, Toiletries, Toilet Preparation Manufacturing, Grocery stores, Toilet preparations, Supermarket Chains, Bottled and canned soft drinks, Air Transportation, Scheduled, And Air Courier Services, Marketing Management, Soft drinks, ASDA, Supermarkets, Toiletries industry, Procter & Gamble Co., Consumer goods industry, PG, Soft drink industry, Boots Company PLC, Cadbury Schweppes PLC, Virgin Atlantic Airways Ltd.

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Business travel: global hotel power

Article Abstract:

Hotel groups are setting up marketing agreements which can benefit customers. They increase the number of hotels available to customers with a similar standard of service. The number of countries represented by groups is also increasing. Meanwhile, Marriott has acquired a 49% stake in Ritz-Carlton, and guests should see an improvement in service standards, according to the company. Radisson is seeking a Far East link, having set up links in Europe, North America and Australia.

Hotels & Motels, Hotels (except Casino Hotels) and Motels, Economic aspects, Hotels and motels

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Fifth freedom flights

Article Abstract:

Agreements between airlines can allow business travellers to travel on the airline of a third country from one country to another, and thus benefit from luxury in short-distance flights. This can apply to travellers from the UK to Switzerland who are able to use an Emirates flight. These options are not widely publicised, and daily flights tend not to be available. Travellers may still wish to use this method despite the drawbacks, in order to benefit from better service.

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