General Economic Indices for the Power Tool Market Essay Example for Free

General Economic Indices for the Power Tool Market Essay In assessing the power tool industries, it can be found that there are several general economic indices which have are important in assessing the viability of the industry. There are four of these which could be assessed for the purpose of the Able Corporation as they pursue their goals with their products. These four general economic indices include housing starts, expenditures for residential construction, expenditures for commercial construction, and expenditures for home repairs and improvement. First, the housing start statistics which have become relevant to the industry â€Å"represent the beginning of the construction of new privately owned single-family homes, townhouses, and multifamily apartment buildings† (Frumkin, 2005, p. 132). Moreover, it excludes infrastructures for housing which fall under mobile homes, group quarters, public housing properties, renovations made to existing houses, and converted housing from non-residential to residential housing (Frumkin, 2005). From the historical data presented from the US Census Bureau, there is an erratic trend that can be seen from the year 2004 to 2008. However, it is apparent that there is a continuous decrease from the year 2005 up to the 2008 leaving the year 2004 as the only exception. The respective values for each year are 1,955,800 for the year 2004; 2,068,300 for the year 2005; 1,800,900 for the year 2006; 1,355,000 for the year 2007; and 905,500 for the year 2008 (â€Å"New Privately Owned,† n. d. ). From the trend shown, it is made apparent that the housing units which have been started are becoming lower every year from the US data. Second, there are also relevant data which are made available for the expenditures which are placed for residential repairs and improvement. This type of data shows the amount of money that has been used for the purpose of improving the residential places for purposes of repairs and improvement. For the year 2003, the data shows that $179,700,000,000 has been spent on the first quarter, $173,200,000,000 has been spent on the second quarter, $187,400,000 has been spent on the third quarter, and $166,700,000,000 has been spent on the fourth quarter (US Census Bureau News, 2008). On the other hand, there are costs of $198,900,000,000 for the first quarter, $192,600,000,000 for the second quarter, $202,100,000,000 for the third quarter, and $200,500,000,000 for the fourth quarter (US Census Bureau News, 2008). For the year 2005, the respective value for the first to fourth quarters are $213,600,000,000 $192,800,000,000, $220,900,000,000 and $235,500,000,000 (US Census Bureau News, 2008). For the year 2006, the values for the respective four quarters are $232,200,000,000, $225,000,000,000, $231,000,000,000, and $226,000,000,000 (US Census Bureau News, 2008). As for the year 2007, the value for the first to the fourth quarter is $230,900,000,000, $227,700,000,000, $213,200,000,000, and $236,600,000,000 (US Census Bureau News, 2008). From these values, it is shown that the expenditures for each quarter and across the years are increasing such that there has been more cost spent for this on the latest years of the historical data. Third, the report of the US Census Bureau also shows that there are also expenditures for residential construction which can be studied from the year 2003 to 2007. For the year 2003, the total expenditure is $705,276,000,000. The succeeding values are: $803,305,000,000 for 2004, $897,989,000,000 for 2005, $937,047,000,000 for the year 2006, and $875,010,000,000 for the year 2007 (â€Å"Construction and housing,† 2009). While the trend shows that here is a constant increase from the year 2003 to the year 2006, there is a sudden plunge for 2007 which can be accounted to several economic factors that prohibit the construction of new residential infrastructures. Fourth, there is also an economic index available for expenditures on nonresidential units, which is also taken from the US Census Bureau. From the year 2003 to 2007, the respective values are $229,335,000,000, $238,478,000,000, $256,644,000,000, $295,715,000,000, and $349,566,000,000 (â€Å"Construction and housing,† 2009). From these data, it can be observed that there is a continuous increase in the amount spent for the purpose of construction nonresidential units. In relation to the power tool market, these economic general indices are considered to be important because of the role it plays in terms of the demand for power tools which are required for construction. The housing start data would dictate how many new power tools may be required together with the amount of expenditures that are seen to be used for improvements and construction of new infrastructures. The fact that power tools are considered to be a necessity for the construction and repair of housing and nonresidential units relates this industry to the construction of housing and nonresidential ones. During cases where there are disparities, it is important to note that these general economic indices will be of great help only when accuracy is present. However, when there are cases where it is difficult to see which of the current findings are accurate, there should be information from other related economic factors that come from the government which could be a reliable source of data. Thus, it can be seen that there are several factors which affect the power tool market considering the economic relations it has with the construction industry. There are several ways through which the economic forecasts for the power tool industry can be obtained in relation to the construction data. References Frumkin, N. (2005). Guide to economic indicators (4th Ed. ). Armonk, New York: M. E. Sharpe. Newly Privately Owned Housing Units Started. (n. d. ). Retrieved April 23, 2009, from http://www. census. gov/const/startsan. pdf. Section 20: Construction and housing. (2009). Retrieved April 23, 2009, from http://www. census. gov/prod/2008pubs/09statab/construct. pdf. US Census Bureau News. (2008). Expenditures for improvements and repairs of residential properties estimated at $226. 4 Billion in 2007. Retrieved April 23, 2009, from http://www. census. gov/const/c50_curr. pdf.

The Continental Congress :: History

The Continental Congress The Continental Congress met in one of the most conservative of the seaport towns from which the revolutionary movement stemmed. Philadelphia patriots complained that there was more Toryism in Pennsylvania than in all the colonies combined; certainly the Quakers who dominated the province were more concerned in putting down radicalism at home than resisting tyranny from abroad. The character of the delegates who assembled in Philadelphia in September 1774 was likewise a good augury to the conservatives. The Continental Congress was composed of "the ablest and wealthiest men in America"; Chatham pronounced it to be "the most honourable Assembly of Statesmen since those of the ancient Greeks and Romans, in the most virtuous Times". John Adams calculated that they were "one third Tories, another Whigs, and the rest mongrels"; and he found "Trimmers & Timeservers" upon every side. Fifth columnism was at work, as the patriots soon learned; despite the best efforts of Congress to preserve secrecy, the British government was informed of all its proceedings (Stephen Sayre to Samuel Adams). The work of the Continental Congress soon demonstrated that the American aristocracy was divided against itself and that this division worked in favor of the triumph of radicalism. In May 1775, Congress resolved that "these colonies be immediately put into a state of defense"; the Massachusetts militia was taken over by Congress; an army of twenty thousand men was ordered to be raised; and George Washington was appointed to command. Congress directed that paper money be printed and in July 1775 Benjamin Franklin drew up "Articles of Confederation and Perpetual Union," which, although too bold to be entered upon the journals of Congress, were openly discussed by the members. The liberties enjoyed by the colonists prior to 1763, which before Lexington seemed fully ample for American prosperity and happiness, now appeared to many Americans little better than slavery. "Good God," exclaimed a Virginian, "were we not abject slaves (in 1763)? We wanted but the name. . . . It was not till 1763 that we were openly insulted, and treated as slaves" (Virginia Gazette, Purdie) By returning to 1763 fundamental grievances would be untouched: American trade and manufactures would be cramped by British restrictions; colonial laws would have to be approved by the British government; and Americans would "always be peeled and pillaged" for the benefit of English pensioners and courtiers. Moreover, the sacrifices already made for American liberty would have been in vain if such a poor palliative were accepted as the terms of peace (Principles and Acts of the Revolution).

Developing Brand Positioning Strategy for Canadian Club

Developing Brand Positioning Strategy for Canadian Club Whiskey [pic] Developing branding strategy for Canadian Club A. Assess and fully critique the success of Canadian Club’s repositioning strategies used in the case. Use brand theories and concepts to evaluate the company’s branding strategies listed in the case. According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or â€Å"unique selling proposition† that determines a reason why consumers are buying this product or service (Keller, 1993).Similarly, Kay (2004) argues that brand’s strength depends on its successful positioning within consumers’ mind. Furthermore, it is claimed that strong brands should possess â€Å"difference† and â€Å"consistency†, however the difference should be meaningful for consumers. In the case of Canadian Club whisky it aimed to differentiate its quality and uniqueness through exciting advertising campaigns such a s â€Å"Adventure Series†, â€Å"Hide A Case†, â€Å"CC Find-A-Case Challenge† or â€Å"Damn Right Your Dad Drank It†. Also, Keller (1993) claims that brand knowledge consists of brand awareness and perceived brand image among consumers.Brand image is further divided into favourability, strength and uniqueness of brand associations. Therefore, in the case of Canadian Club a brand image is conveyed through unique and distinctive experiences that consumers associate with a brand. For example, introduction of â€Å"Adventure Series† advertising campaign in 1920s aimed to increase CC’s global sales whilst showcasing print ads of travellers going to remote locations all over the world and performing brave actions. After that they were relaxing with a glass of CC.As a result a brand’s image is distinctive from the category as it appeals to its target audience as a unique and exclusive drink associated with adventures. Also, it benefits cons umer experientially. In addition, Keller (1993) claims that developing a brand equity requires four value stages: marketing program investment, customer mind-set, market performance and shareholder value (Keller, 1993). Furthermore, marketing program should be clear, relevant, distinctive and consistent throughout all the marketing communications.For example, CC introduced â€Å"Hide-A-Case† campaign in 1967 which aimed to challenge drinkers to search for bottles of Canadian Club kept hidden at remote locations all over the world. CC cases were hidden in places such as the Swiss Alps (Switzerland), Mt. Kilimanjaro (Tanzania), Angel Falls (Venezuela) etc. Therefore, the campaign was interactive and engaging which is another distinctiveness for the category. Also, the campaign was communicated through the hints of where to find CC cases published in magazine ads or sport pages in daily newspapers.Therefore, it was relevant for targeted audience and consistent throughout all the communications. Other campaigns involved â€Å"CC Find-A-Case Challenge†(1981) and â€Å"Find A Case Challenge†(2004) which were similar to earlier launched â€Å"Hide-A-Case† campaign, however CC cases were hidden in locations such as in Death Valley in California, on top of a skyscraper in New York City, etc. Also, the campaign involved a form of contest where teams were participating in 7 different fun-filled events or games assessing their physical and mental skills like CC Poker Run, Roll the Barrel, CC Hockey Challenge etc.The winning team was awarded of US 10000. Hence, all these campaigns were interactive, engaging and communicating brand’s uniqueness and exclusivity to the target audience. However, due to failure to address declining sales in 1990s the company had to develop new repositioning strategy for a brand. Therefore, they launched â€Å"Damn Right Your Dad Drank It† campaign aiming to expand their target audience into young male d rinkers. The campaign was based on nostalgia branding concept. According to Kay (2006) reviving brands is a viable strategy.Furthermore, it is claimed that retro branding or nostalgia branding is where perception towards brand depends upon consumers’ nostalgic leanings can be a powerful management option (Kay, 2006). Similarly, Kessous and Roux (2002) argue that nostalgia can be used to reposition company’s product in the market and differentiate it through creating emotional appeals to the consumers of their past experiences (Kessous, 2002). Therefore, nostalgia is defined as a preference towards objects (people, places or things) which were common when one was younger.The nostalgia can be further classified into â€Å"first-time nostalgia† and â€Å"long-standing nostalgia†. However, nostalgia branding is usually used within confectionary or sweets market which is why pursuing this type of strategy for Canadian Club whisky was criticised as being risky. Furthermore, whisky category itself is viewed as drinks for mature and old consumers and there was a threat to strengthen this image even more whilst using nostalgia branding. However, the campaign succeeded as it was relevant to the target audience (young males) and consistent to its brand image as it provoked masculinity and stylishness.Also, it was consistent through all the marketing communications such as billboards, point-of-sale items, radio advertising, out-of-home advertising, in-market events, and experiential elements. In addition it was distinctive to the usual category’s advertising campaigns that usually consisted of stereotyped â€Å"sex sells† ads playing on hot chicks and smoking’ bods or â€Å"James Bond† appeal. Finally, the brand’s image and values were clearly communicated through the campaign. Therefore, nostalgia branding enabled company to reposition itself from being an exclusive and sophisticated drink into more of a mass market product.Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011).In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, esp ecially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands.Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially responsible marketing could enhance employees’ satisfaction and therefore employee brand equity. B. You have assumed the role of, Brand Manager for Canadian Club. Develop a brand positioning plan to strengthen the Canadian Club brand for the next three years (2014-2017). Suggest a variety of branding strategies that are appropriate for the brand’s identity and target market.Use current research about the brand and the whiskey industry prior to answering this part of the assignment. Use theory to justify your arguments! Canadian Club whiskey belongs to UK spirits market which was estimated to be worth ? 11. 09 bn. at curre nt prices in 2011 (Keynote, 2012). The UK spirits and liquors market is expected to grow by 16. 4% reaching a value of ? 13. 42bn in 2016. Thus, there is an opportunity for Canadian Club to further increase and strengthen its share of market. Canadian Club whiskey is a prestigious brand owned by Beam Global Spirits & Wine Corporation which is US-based company.It also owns brands such as Jim Beam, Courvoisier and Tequila Sauza. Since 1920s Canadian Club differentiated itself as a high quality, exclusive whisky offering experiential experience for its drinkers. Its current target market is those from legal drinking age to 34, however company is looking forward to strengthen its appeal among younger consumers in order to capture their life-time loyalty (Twiss, 2012). Referring to its main competitors the direct competitors are Diageo’s Johnnie Walker scotch whiskey and Jack Daniels â€Å"Tennessee Whiskey†.Diageo is a leading distiller which currently owns more than 35% o f the spirits and liquors market globally and is expanding to emergent markets such as India and Asia (BBC, 2013). It also owns brands such as Smirnoff Vodka and Gordon’s Gin. Furthermore, Scotch whiskey is the leader of whiskey category in UK and worldwide and its exports were worth ? 4. 23bn in 2011 (BBC, 2013). However, there is an increasing trend among younger consumers to choose vodka and other â€Å"white† spirits to mix them in their cocktails.Therefore, in order to sustain and increase its market share Canadian Club needs to tackle competition arousing not only from â€Å"dark† spirits but also from â€Å"white† spirits such as vodka, rum, gin etc. Referring to category’s recent adverts Johnnie Walker Scotch whisky (Diageo) launched a new global advertising campaign in September 2012 entitled â€Å"Where Flavour is a King†. The campaign uses facebook application to educate users about different flavours that make up each Johnnie Wal ker label (MarketingWeek, 2012).Meanwhile, Jack Daniels â€Å"Tennessee Whiskey† has recently introduced their â€Å"Legend† campaign where it is positioned as a whiskey of â€Å"Rock & Roll† era (International Business Times, 2013). On the other hand, Canadian Club recently introduced its â€Å"Beer fairies† campaign in Australia featuring unattractive beer drinker possessing all the negative traits associated with beer drinking. The campaign seeks to position CC as a refreshing alternative through the use of parody and provocative advertising (Campaign Brief, 2012).Furthermore, it introduced â€Å"Join the Club† campaign where company’s CEO is represented as a brand ambassador and is sharing his â€Å"Whiskey wisdoms† with consumers about masculinity and manhood. It is evident that several classic liquor companies have been recently using manly images in order to appeal to growing macho men population. For instance, John Jameson and its campaign â€Å"legend of John Jameson† with images of its founder arm-wrestling or Canadian Wiser’s whiskey and its â€Å"Wiserhood† campaign featuring a â€Å"society of uncompromising men† who applaud any man who resists an occasion that threatens his manhood (Krashinsky, 2012).Also, many of spirits and liquor companies are incorporating social media when creating a branding strategy in order to target younger and more affluent audience. For instance, Canadian Club whiskey fans are encouraged to share their â€Å"Whiskey Wisdoms† on facebook in order to get an access to exclusive content, invitations to local events and wisdom (Lukovitz, 2012,). Similarly, Smirnoff promoted its Vodka Ice drink through social media whilst encouraging fans to participate in a drinking game and share experiences and photos on facebook page.According to Avery and Fournier (2011) open source branding is a new concept in marketing where a â€Å"brand is embedded in a cultural conversation such that consumers gain an equal, if not greater, say than marketers in what the brand looks like and how it behaves† (Fournier, 2011, pp. 194). It is enabled through social media technologies such as blogging, video sharing, social bookmarking, social networking, and community platforms (Fournier, 2011).Furthermore, it is evident that engaging with the â€Å"right† individuals through social media platforms can help to promote word-of-mouth for a brand, spread brand knowledge, generate sales and increase return on investment (Kumar, 2012). However, since the marketers do not have so much control on the overall brand’s image in open source branding social media can also have a negative impact on brand’s equity.Therefore, it is claimed that when incorporating social media in their marketing activities companies should take into consideration four powerful and challenging Web-enabled themes: The Age of the Social Collective, The A ge of Transparency, The Age of Criticism, and The Age of Parody (Fournier, 2011). Referring to social collectiveness it is evident that online communities provide an opportunity for in-depth discussion of shared interests among consumers, therefore strengthening group bonds. Also, some of the companies developed their business models based on social collectiveness concept.For instance, Groupon offers a variety of daily deals for restaurants, spas, massages and other activities for its members but offers are valid only if enough people sign up to receive them (Fournier, 2011). The Age of Transparency and The Age of Criticism claim that due to significant technology changes the news and opinions about particular brand spread very fast and can have a significant impact on brand equity (Fournier, 2011). For instance, due to transparency BP recently experienced a fiasco with its leaking Deepwater Horizon oil rig.The news had a significant impact on negative brand’s reputation as B P was pursuing an image of the environmentally-friendly petroleum company and was developing activities to strengthen this image. Similarly, there is a power of disappointed company’s internal employees revealing market’s and firm’s secrets to a wider public that can damage company’s image. Criticism enabled through social media technologies can also have a great impact on company’s brand equity even if a small number of consumers is complaining. For instance, when introduced its new product formulation called Dry Max,Pampers had to deal with a negative impact arousing from consumers who claimed that a product caused diaper rash and was not suitable for consumers. Finally, The Age of Parody refers to online users’ view of social media being a pastime or a source of entertainment. Therefore, it is not surprising that many companies are trying to grab consumers’ attention through creating funny and interactive campaigns that go viral. H owever, the difficulty is to evaluate the impact and reach of these campaigns. Another recent trend in social media applications is mobile marketing and mobile social media.With increasingly powerful mobile devices, many social media applications have gone mobile in order to reach customer instantly without any time or location limitations (Kaplan, 2012). Thus, mobile marketing is defined as â€Å"any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device† (Kaplan, 2012, pp. 130). In contrast, mobile social media is defined as a â€Å"group of mobile marketing applications that allow the creation and exchange of user-generated content† (Kaplan, 2012, pp. 31). It is also claimed that mobile social media applications can be classified according to users’ time and location sensitivity. For example, quick-timers involve transfer of traditional social media applications to mobile devices to increase immediacy such as posting Twitter messages or Facebook status updates. In contrast, space-timers involve exchange of messages with relevance for one specific location at one specific point-in time, for example Facebook places, Foursquare and Gowalla.Space-timers are the most sophisticated form of mobile social marketing applications as user’s participation does not primarily depend on user’s monetary motivation. According to the theory the increasing willingness to check in certain locations through Foursquare can be explained through self-presentation and self-disclosure concepts, and impulsiveness theory which claims that individuals often struggle between displaying long-term control and giving into short-term temptations (Kaplan, 2012).Therefore, lots of companies are collaborating with Foursquare to promote their sales and discounts, develop relationships and loyalty programs. Furthermore, it is estimated that by 2020 a mobile device will be the primary Internet connection tool for most people in the world (Kaplan, 2010). However, when integrating mobile social marketing applications companies should also make sure that it is integrated into the lives of consumers, offered activities or promotions are individualized according to each user’s preferences and interests and users are involved through engaging in conversations.Otherwise, it can become intrusive, annoying and threaten personal privacy. Nevertheless, mobile marketing provides high rate of personalisation, interactivity, low cost of reaching large audience at the right time at the right place, immediate, one-to-one communication, does not depend on time and space etc. Hence, followed the benefits of increased brand awareness and sales through social media and mobile social marketing applications here are proposed brand positioning strategies for Canadian Club 2014-201 Strategy OneFirstly, a new brand positioning campaign called â€Å"Canadian Club-Unexceptional Qua lity† will be launched in September 2014. A campaign will focus on promoting major brand’s assets quality and exclusivity in order to capture wider audience. The main company’s strategy will be to use facebook application to educate users of brand’s quality and suitability for various occasions in order to increase the usage. It will involve posts of various taglines such as â€Å"There’s no better way to impress a woman than†¦ Canadian Club-Unexceptional Quality† or â€Å"To be well groomed is an exception†¦Canadian Club is Unexceptional! † in order to strengthen marketing communications message. The campaign is also going to encourage users to post and share photos of various occasions when CC can be consumed. This way brand tries to engage with audience whilst suggesting that CC is not only old men drink and can be consumed during various occasions. Additionally, in order to boost users’ confidence and strengthen th e relation between brand’s image and quality the campaign will provide tips on their facebook page for exclusive Canadian Club consumers of how to best dress up when drinking Canadian Club.These tips will only be accessed if users liked a page. This campaign’s aim is to engage users in open and active conversations about the brand and its quality, as well as increase awareness. The campaign will be supported by billboards, radio and youtube videos. Strategy Two Secondly, since company aims to target younger audience in order to capture their life-time loyalty the use of mobile social marketing is essential. Therefore, it is suggested to develop a mobile application that either engages, interacts or benefits consumer.Furthermore, many of the companies nowadays collaborates with mobile social media applications such as Foursquare in order to generate users’ word-of-mouth, facilitate sales promotions and discounts or develop relationships through loyalty programs. Hence, Canadian Club will use foursquare website to promote brand’s image and increase sales. Therefore, users will be encouraged to check-in at five high class luxurious bars, restaurants or hotels listed on Canadian Club’s foursquare web page in order to get a 40% discount for a suit for upcoming occasion from a local high quality retailer.The check-ins should be followed by user’s comment about Canadian Club’s exceptional quality and shared on facebook with his friends. The number of discounts will be limited and the promotion campaign will run until all the discounts will be given away. Users will be updated of the remaining promotions on Canadian Club’s facebook page and personally reminded how many more locations they need to check-in if entered a competition. The campaign firstly will be tested in US and then adopted in emerging markets such as India, China, Russia. Some adjustments will be made if needed to adapt to local market. Conclusion sFor decades Canadian Club whiskey was known for its exclusivity and unexceptional quality. A brand always tried to differentiate itself from competitors whilst launching various interactive and exciting advertising campaigns that were unusual and innovative for the category. Therefore, when suggesting different brand positioning strategies for 2014-2017 Canadian Club should remain enforcing its distinctive image and promoting high quality in the market. Hence, a number of social media and mobile social marketing strategies were suggested in order to capture younger users’ attention and build life-time loyalty towards the brand.For instance, the use of facebook application to educate users about Canadian Club’s high quality and suitability for various occasions is suggested, which will increase brand’s awareness whilst engaging in users’ conversations and encouraging them to share comments and photos. Also, due to increasing number of mobile applicationsà ¢â‚¬â„¢ users and forecasts of mobile phone becoming as a primary internet connection tool marketers should pay a great attention into mobile social media marketing when developing a brand positioning plan.Therefore, a Canadian Club’s collaboration with Foursquare website was advised in order to grab consumers’ attention, spread word-of-mouth and increase sales whilst asking users to check in at 5 high class listed locations to get a 20% discount for a high quality suit from a local retailer. Overall, both of these strategies will allow Canadian Club to position itself as high quality and suitable for various occasions drink among younger consumers and will help to achieve a competitive advantage through the use of mobile social marketing. References E-jounals: Fournier, S. , 2011.The uninvited brand. Business Horizons, [Online]. 54, 193-207. Available at:http://www. sciencedirect. com/science/article/pii/S0007681311000024  [Accessed 02 March 2013] Kaplan, A. M. , 20 10. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, [Online]. 53, 59-68. Available at:http://www. sciencedirect. com/science/article/pii/S0007681309001232  [Accessed 03 March 2013] Kaplan, A. M. , 2012. If you love something, let it go mobile: Mobile marketing and mobile social media 4Ãâ€"4. Business Horizons, [Online]. 55, 129-139. Available at:http://www. ciencedirect. com/science/article/pii/S0007681311001558  [Accessed 06 March 2013]. Kay, M. J. , 2006. Strong brands and corporate brands. European Journal of Marketing, [Online]. 40, issue 7, 742-760. Available at:  http://www. emeraldinsight. com/journals. htm? articleid=1562577&show=abstract[Accessed 11 March 2013] Keller, K. L. , 1993. Conceptualizing, Measuring, and Managing Csutomer-Based Brand Equity. Journal of Marketing, [Online]. 57, 1-22. Available at:  http://www. jstor. org/stable/1252054? seq=2&uid=3738032&uid=2&uid=4&sid=21101887384081  [Accessed 12 March 20 13] Kessous, A. , 2008.A semiotic analysis of Nostalgia as a connection to the past. Qualitative Market Research: An International Journal, [Online]. 11, issue 2, 192-212. Available at:http://www. emeraldinsight. com/journals. htm? articleid=1718576&show=abstract  [Accessed 11 March 2013] King, C. , 2011. Employee brand equity: Scale development and validation. Journal of Brand Management, [Online]. 19, issue 4, 268-288. Available at:  http://www. palgrave-journals. com/bm/journal/v19/n4/abs/bm201144a. html  [Accessed 14 March 2013] Kumar, V. , 2012. Increasing the ROI of Social Media Marketing. MITSloan Management Review, [Online]. 4, issue 1, 55-61. Available at:  http://scholar. google. co. uk/scholar? q=Increasing+the+ROI+of+Social+media+Marketing&btnG=&hl=en&as_sdt=0%2C5&as_vis=1  [Accessed 03 March 2013]. Shamma, H. M. , 2011. Integrating Product and Corporate Brand Equity into Total Brand Equity Measurement. International Journal of Marketing Studies, [Online]. 3, i ssue 1, 11-17. Available at:http://scholar. google. co. uk/scholar? q=Integrating+Product+and+Corporate+Brand+Equity+into+Total+Brand+Equity+Measurement&btnG=&hl=en&as_sdt=0%2C5&as_vis=1[Accessed 14 March 2013] Websites and Industry Reports: Campaign Brief. 2012.Canadian Club hires comic legend John Cleese to poke fun at ‘beer fairies' in new campaign set to launch tomorrow via The Works, Sydney. [ONLINE] Available at:http://www. campaignbrief. com/2012/04/canadian-club-hires-comedian-j. html. [Accessed 05 March 13] Fraser, D. 2013. How Scotch whisky conquered the world. BBC News. [ONLINE] Available at:http://www. bbc. co. uk/news/uk-scotland-20946411. [Accessed 15 March 13] Joseph, S. 2013. Johnnie Walker launches first umbrella brand campaign. [ONLINE] Available at:http://www. marketingweek. co. uk/news/johnnie-walker-preps-umbrella-brand-campaign/4003702. article. Accessed 11 March 13] Key Note (2012) Spirits and Liquors Market 2012. Hampton: Key Note Krashinsky, S. 2012. M ustache marketing: Selling ‘whisky wisdom’ to younger drinkers. [ONLINE] Available at:  http://m. theglobeandmail. com/report-on-business/industry-news/marketing/mustache-marketing-selling-whisky-wisdom-to-younger-drinkers/article5508749/? service=mobile. [Accessed 05 March 13] Lukovitz, K. 2012. Canadian Club Intros â€Å"Join the Club† Campaign. Marketing Daily. [ONLINE] Available at:http://www. mediapost. com/publications/article/188057/canadian-club-intros-join-the-club-campaign. html#axzz2O2P5U9uX. [Accessed 14 March 13]

Career And Leadership Goals Career Goals - 953 Words

Career and Leadership Goals Completing my twenty-sixth year as a building administrator has been the ultimate career position that I have encountered and experienced in my educational endeavors past or present. I began teaching in 1979 at the first grade level and taught for ten years at the elementary level. I later sought to get my masters in Reading due to the fact that it was such an important subject for young children. During this time I began realizing that I would love to be an elementary principal. I had taught under several different principals and I saw the strong and weak in each of them. My goal was to become a productive leader by helping teachers broaden their educational expertise and producing a strong learning environment for the students attending my school. I spent the first twenty five years at a small rural school in Lawrence County named Black Rock Elementary. The last two years have been at Walnut Ridge Elementary within the same district. Both school s have been a positive experience. The remainder of my time will be at this school for the next three to four years at which time I plan to retire. The ultimate career goal at this time will be to teach at a small college. The steps I have taken to make this career change have been through my educational accomplishments for the past five or six years. I have taken many courses in various majors so that I would have a well-rounded educational background to teach any subject that IShow MoreRelatedGraduation Speech : Career And Leadership Goals1711 Words   |  7 Pagesâ€Æ' Career and Leadership Goals I first realized I wanted to be a gifted teacher while cadet teaching a gifted class during my senior year of high school. During this time, I worked with the gifted educator who taught me throughout elementary school. I knew from my first moments in the classroom that I could not work in a field other than gifted education. 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