Positioning Term Paper Example | Topics and Well Written Essays - 1000 words

Positioning - Term Paper Example Thus, it can be said that positioning is the way to stimulate customers’ awareness regarding a brand and place a rich, exclusive, and beneficial insight for the brand in the mind of people (Oxford University Press, 2011). Why Organizations Opt for Market Positioning A successful organization must be aligned closely with the target customer segments in the existing markets as well as in the emerging markets. Organizations which can forecast the market tendencies and form positioning strategies accordingly possess the best prospect for long-term success. The prime reason for an organization to call for market positioning is to achieve competitive advantage by creating a favorable base of rivalry. Through positioning organizations can encourage customers’ awareness and belief regarding a brand and make a clear understanding about the benefits and worth they will get for purchasing the brand. Thus, companies can create competitive advantage over the competitors through effe ctive implications of positioning strategies (Njuguna, 2009). The other reason for market positioning is that, it can help to differentiate the product by communicating some unique benefits over the similar products served by competitors. Thus, other competitors and people will view the product as innovative assisting the organization to express itself as unique and dissimilar from other organizations. Subsequently, the organization shall attain higher competitive advantages through brand recognition. Therefore, the objective to attain competitive advantages over the rivals can be termed as one of the major and core reasons for organizations to implement this strategic alliance (Sengupta, 2005). Successful Market Positioning Market positioning denotes how customers consider a product and its contribution in contrast to other products. For making a successful positioning there is need to recognize the way for changing customers’ awareness through improving, strengthening, or p rotecting the position of organization in the market. Market positioning must be addressed appropriately because it is the only method to stabilize the misconception produced by ineffective communication channels. A complete message given in right time and in right place is a beneficial way for successful positioning of an organization (Perreault & McCarthy, 2006). Positioning in organization begins with product. Positioning becomes much vital when two or more brands in market look similar to each other. For instance, several customers believe that there is little difference in the LED television models of different brands. While, Sony wants to generate awareness in the mind of customers to consider that their LED television provide clear, lively and detail picture compared to other brands by their unique ‘X-Reality pro Engine’ (Sony Electronics Inc, 2011). On the other hand, Samsung wants to position their LED televisions with the features of innovative picture quality , consumer of lesser electricity and equipped with internet connectivity features by their unique ‘Backlight Technology’ and higher processor speed (Samsung, 2011). Communication ensures to create a positive image about a brand in customers’ mind. Positioning must be combined with the activities of market segmentation because it lets for more laborious tactic which

Cultural Beliefs Essay Example | Topics and Well Written Essays - 500 words

Cultural Beliefs - Essay Example This paper describes the perceptions in the PEN and how affects the sub-African Saharans behavior regarding their health problems. Cultural Beliefs Culture is a set of rules and beliefs, traditions among other things like art and religion, that is shared by a society. It is where values and behavior is rooted and it is therefore enough to influence perception, judgment, and of course, behavior. AIDS is one of the prevalent diseases in the Sub-Saharan Africa with the rate of 6.1%. It is in fact, one of the worst diseases in the continent, affecting 22.5 million people (HIV positive). AIDS is caused sexually, and sexual practices are behavioral. Since behavior is cultural, it is therefore logical to conclude that one can actually control certain behaviors through culture. In this case, the PEN-3 model, which was created to address and integrate culture in the development, implementation and evaluation of health programs. The PEN-3 model is composed of three domains. These three domains are also composed of another 3 sections each. The three domains are: cultural identity, relationships and expectations and culture and empowerment. Culture and empowerment is a domain that is composed of three more factors which are positive, existential and negative perceptions. They represent all the good and bad facets of culture, hence the positive and negative perceptions.

Michael Kors Business Strategy and Policy Essay

Michael Kors Business Strategy and Policy - Essay Example The paper tells that the vision of Michael Kors has taken the company from American luxury sportswear house to a merchandise of global accessories, and footwear with the presence in over 74 countries. The company has exceptional experienced sales momentum with a clear trajectory for important future growth. This has made Michael Kors a highly recognized brand of luxury lifestyle in North America and has led to an improving awareness in the international markets. The company has successfully expanded over the years beyond apparel into accessories that include small leather goods, handbags, jewelry, eyewear, watches, and footwear. Introduced in 1981 in the fashion industry, Michael Kors Company reflects the luxury pinnacle and establishes authority in aesthetics in the entire brand and makes the cornerstone of the company runaway shows. The collections of Michael Kors Company are available in many retail shops and other department stores in the world and are subjected to international competition in offering accessories in the industry. In spite of the cut-throat competition in the design market and fashion industry, Michael Kors Company has remained a world celebrated designer. In the analysis of Michael Kors’s business strategy in the fashion industry through the Porters Five Forces Model, we will consider the following competitive forces of the company: Threat of entry by emerging or new competitors Intensity of rivalry among the competitors Pressure from the available substitute products Supplier bargaining power Bargaining power of customers These five forces in the Porters Model taken together provide insight into the competitive position of Michael Kors Company in the fashion industry as well as its profitability Rivals in the fashion industry are the existing competitors in the market. These are the competitors that Michael Kors faces in the fashion industry which may drive profits to even zero. Rivalry can be weak in the industry with the small nu mber of competitors that do not aggressively compete. Rivalry can also be intense where there are a large number of competitors who fight in a cutthroat environment. In the case of the Fashion industry, some of the factors that affect the intensity of rivalry among the existing competitors include the number of replica handbags of from Michael Kors by other firms and this will lead to intensive competition. The fixed costs and the high percentage of fixed costs in the total costs of Fashion industry demand that the company sells more accessories in order to cover for such costs, hence increasing the competition in the market. In addition, Fashion industry needs  to practice product differentiation because similar products in the market will basically compete on the price basis, and therefore identification of brand reduces rivalry. Among the features of competitive advantage is the barrier to entry into the fashion industry. The fashion industry has very high barriers to entry suc h as the fake Prada china handbags because the prices are normally very expensive for the newly established firms such as authentic designer handbags to gain entry. On the other hand, where the fashion industry has minimal barriers to entry such as Louis Vuitton handbags are cheap relatively for new firms to enter.

Economics by Boyd and Smith Assignment Example | Topics and Well Written Essays - 1000 words

Economics by Boyd and Smith - Assignment Example According to the paper a store of value such that it holds its own value over a longer duration of time, although it does not elevate money so superior because there are other stores of value such as land. However, it is a portable store of value that is available in various convenient denominations, and lastly, it is a unit of account that provides a common measure for the value of commodities and services in exchange, which enables buyers and sellers to know how much of the goods to sell or purchase. Â  Federal eserve controls the money supply by : Setting the reserve requirement for banks, through buying and selling treasury bills and notes and by moderating the supply of money through lowering or raising the interest rates which are passed to the banks and finally to the consumers. This discussion outlines that the assumption of constant velocity implies that if an assumption is additional, the money velocity is constant, and then the equation yields a fundamental theory of the money effects known as the money’s quantity theory useful in determining the nominal GDP. Raising the inflation from 6 to 8 percent will mean that the currencys interest rate catches up with the higher inflation rising by 6 points a year from their original value leaving the real return on that currency unchanged. Fiscal and Monetary policies play a role in causing ending hyperinflations, usually done by the central bank or the government to ensure the control of flow of money, and; therefore, minimizing both the exchange rates and the government’s expenditure. The interest rate that is nominal is the stated rate of return on a financial asset e.g. the interest rate that a bank pays on deposition certificate while the real interest rate is the rate, which is nominal on ret urn and one adjusted for inflation.

History - King Ashoka Research Paper Example | Topics and Well Written Essays - 1000 words

History - King Ashoka - Research Paper Example King Ashoka ruled Indian subcontinent from 269 BC to 232 BC, until his death. In his early life, the king was known for his cruelty, but in the later period of his life, he became famous for his great edicts and acts. It was King Ashoka who played a major role in swelling Buddhism into the whole of Asia.1 Background of King Ashoka In 324 BC, the ruler of the Mauryan Empire, Chandragupta started out to surmount the weaker in the adjoining kingdoms. The motto was to enlarge his people’s territory. Chandragupta was an explorer by nature and used to travel in the surrounding lands to evaluate whether the probable defences can raise much struggle. Then on the basis of the evaluation, he would decide about the taking up of the war. He principally avoided those lands where the defence is strong. This way Chandragupta became the first king to rule over a united India. During the end of the century, Chandragupta handed over his reign to his son Bindusara. With the passage of time, the Bindusara became ill and decided to entrust the territory to one of his sons. As soon as the king announced his intention, a â€Å"silent sibling rivalry† started. The sons of Bindusara became the victims of an assassin and this way all the men fell until solely Ashoka stood tall. He was the only one to become successful in evading a murderer. In this way, Ashoka was crowned the new king in 274 BC. King Ashoka soon came to be known as a cruel king as he would administer capital punishment for even a minimum violation.2 On the desire to win rather than to acclaim demand, the king decided to continue with the efforts of his previous dwellers through demolishing the lands and kingdoms which previously remained unconquered. In this process of invasion and conquering, he was well aware of the fact that many innocent people have even lost their lives because of the king’s order. Following all these disasters, Ashoka asked himself about the treasures that his people have won in the war that converted women and children to widows and orphans respectively. Soon after the realisation, the king became attentive towards his subjects’ welfare. In this way, an era of internal progression and peace came to being. It was King Ashoka who persuaded and taught his people to respect and love all living creatures. Gradually, Ashoka became a Buddhist practitioner and built 84,000 stupas in his emperor for housing the Gautama’s sacred relics.3 Rise of Power of King Ashoka Ashoka grew to be a sharp and perfect warrior general and went on to command various brigades of the Mauryan army. Pertaining to his growing popularity, the elder brothers of Ashoka became impatient that their father Bindusara might prefer Ashoka to be the next emperor. His eldest brother Susima insisted Bindusara to send Ashoka to Taxilla, a city of unrest and trouble, governed by Susima himself. Ashoka successfully handled those situations and all the unrest ended without any fight. Th is popularity of Ashoka made Susima even more curious and he again persuaded their father to send Ashoka into exile. Ashoka was thus sent to Kalinga. After returning from Kalinga, he was again sent to Ujjain, another venue of violence. There he was injured and eventually treated by Buddhist nuns and monks. During this period, he first learnt Buddhist teachings. There he met Devi, a Buddhist nurse who took care of him, and later on Ashoka married her.

Aspiring Education Essay Example for Free

Aspiring Education Essay Education is a must on every people’s lives, a requirement for a person to be successful in life. We can all remember how our parents scold as, as we disobeyed on what they are telling us to do. My parents inspire me about education. Both of them finished high school and graduated in college; my father graduate with a Master’s Degree while my mother has a Bachelor’s Degree. They struggled so hard to be successful, so my siblings and I will have a healthier life, a better house, family and a brighter education. In this quote Chanakya said, â€Å"Education is the best friend. An educated person is respected everywhere. Education beats the beauty and the youth.† Chanakya interprets that it is the most powerful and the best treasure in all things that you will achieve in life. Education is intensely vital; it can strongly provide one with priceless life opportunities, ultimately save one from a life of agony, and powerfully free those who are understated. In â€Å"Straw into Gold,† Sandra Cisneros emphasizes sharply that education opens doors, gives one perspective, and provides one with valuable life opportunities. For instance, she openly explains, â€Å"I had the same sick feeling when I was required to write my critical essay for the MFA exam – the only piece of noncreative writing necessary in order to get my graduate degree.† Sandra conveys the idea that she still continue to pursue her education even though she knows that she can fail anytime. The author suggests that you have to keep going even though you know that you will fail. Further, she later explains, â€Å"Along the way there has been straw for the taking. With a little imagination, it can be spun into gold.† Sandra articulates the idea that we can create a better person in ourselves if we allow education to permit to take a hold of us. The author suggests that even with a little imagination you can achieve your dream. Therefore, in her narr ative, Cisneros ultimately reveals that we just need to turn our dreams  into reality. In â€Å"Learning to Read and Write,† Frederick Douglass emphasizes that education is the key to freedom. For example, he explains, â€Å"Under its influences, the tender heart became stone, and the lamblike disposition gave way to a tiger-like fierceness.† Douglass conveys the idea that his once gentle mistress transformed into a cruel woman who did not want him to get educated. The author suggests that his mistress became gullible to the ignorant ideas about slavery. Further, he later explains, â€Å"The silver trump of freedom had roused my soul to eternal wakefulness.† Douglass implies the idea that he found a new hope of freedom to slavery that makes his soul to eternal wakefulness. The author suggests that if he has the determination and work-hard he will become a free person and not a slave. Thus, in his slave narrative, Douglass ultimately reinforces the concept that only education will provide one with liberty and self-determination. In â€Å"Superman and Me,† Sherman Alexie emphasizes that education can save one’s life. For example, he explains, â€Å"We were poor by most standards, but one of my parents usually managed to find some minimum wage job or another, which made us middle class by reservation standards. I had a brother and three sisters. We lived on a combination of irregular paychecks, hope, fear, and government surplus food.† Alexie express the idea that they’re living in poverty and they survived because of his parent’s minimum wage job. The author suggests that they still persist to live on a world of hope, fear, irregular paychecks, and government surplus food. Further, Alexie interprets, â€Å"I am smart. I am arrogant. I am lucky. I am trying to save our lives.† Alexie conveys the idea that he struggled, studied hard, and stood up just to save the other Indians and escape from the reservation. The author suggests that if you study hard you can get out, f rom the reservation, and be a free Indian. Thus, in his narrative, Alexie ultimately reinforces the concept that only education will provide one with valuable life opportunities. The three authors showed the different essential sides of education. Education is intensely vital; it can robustly provide one with  opportunities, ultimately save one from a life of misery, and mightily free those who are discreet. In this quote, Carl Rogers said, â€Å"The only person who is educated is the one who has learned how to learn.† Carl conveys that if you know how to listen, speak, read, and learned how to learn it means that you are an educated person. He also interprets that you will not be educated if you don’t know how to learn. Therefore, we should take advantage of education while it last.

Brand Equity And The Market Mix Marketing Essay

Brand Equity And The Market Mix Marketing Essay Introduction Marketers rack their brains to compose the variable ingredients to construct their stunning recipesconceptual frameworks, which are made up of the marketing mix, in an effort to deliver the differentiated products or services that can outshine their competitors. Currently few companies could afford to set aside the marketing mix and audaciously break into the market. Having a birds eye view of those prominent companies evolutionary histories , namely Coca Cola, Nike, Fuji, and Virgin, their iconic brands, one of their success indicators, work hand in hand with creative and effective execution of the marketing mix. The Marketing Mix McCarthy (1960, pp.7-8) first put forward classification of four basic ingredients: product, place, price and promotion. With the progression of time, dimensions of the marketing mix have been nourishing, as ideas of personnel promotions, storage facilities, display and so forth have been presented successively (Lipson and Darling, 1971:p.17; Borden, 1975:pp.72-75). The Four Ps of the marketing mix have been prostrated as the cornerstone or convincing paradigm in the business practice, thanks to their well-known validity (Grà ¶nroos , 1989: pp.52-60, Grà ¶nroos,1994: p.5). However, over preoccupation with the marketing mix would possibly isolate marketers from customers owing to its dependence on mass marketing ,which indicates that customers are the superficial numbers for the marketers and marketers may loose touch with the real customers(Grà ¶nroos,1994: p.4). Furthermore, acting as the simplified remedy for the marketing problem, the marketing mix paradigm makes the seller occupy the dominant position and the buyer inferior standing, which can hardly apply to the marketing of service (Grà ¶nroos, 1994: p.6). The burgeoning service industry gave birth to the relationship marketing (Gummesson, 1991: pp.60-67). Establishment and fulfilment of promise play a pivotal role in the relationship marketing, which nurtures the quality interaction between marketer and customer (Reichheld et al., 1990: pp. 105-111). Despite these drawbacks of the marketing mix, the effective orchestration of its elements is proven to be applicable to attain the set objectives under many circumstances. (Baker, 2007:p.329). The aim of this essay is to elaborate on the contribution the marketing mix makes to an organizations brand equity through in-depth analysis of the outstanding paragon, Yum! Brands, China Division. Brand Equity Aaker(1991,1996:p.103) once indicated that connotation of brand equity is multifaceted, which consists of brand loyalty, brand awareness, perceived quality, brand associations and other proprietary brand assets. The name of product is deeply imprinted with the value conferred by the brand equity (Yoo et al., 2000:p.197). Thus, the brand enjoying relatively high brand equity more probably wins customers positive and strong association (Yoo et al., 2000:p.196). In terms of the functionality of brand equity, it enriches brand alternatives, enhances the preference to pay the premium prices, intensifies the marketing communication effectiveness as well as the brand licensing opportunities and strengthens capabilities towards the marketing competition and price fluctuation (Keller, 1993:pp.4-8; Simon and Sullivan, 1993:pp.28-37; Smith, 1992:pp.13-16; Yoo et al., 2000:p.196). An unparalleled brand, as the intangible asset, consists of such features as name, design, symbol which indentifies the product of a particular organisation that has a lasting differential advantage (Doyle, 1999:p.292). At the first mention of fast food, Chinese people would instantly shortlist a bundle of names with KFC topping on their lists, due to its immense brand power. According to the ranking of 50 Best Chinese Quick-Service Companies in 2009, Yum! Brands, China Division with the annual profits of  ¿Ã‚ ¡2.88b and strong momentum of expanding its business empire in Chinas second and third tier cities, surpassing another tycoon McDonalds, ranked the first, thanks to its two household brands, KFC and Pizza Hut (Anonymous, 2010). In compliance with Yum! Brands global vision to define global company that feeds the world, Yum! Brands, China Division is also committed to creating traditional Chinese quick-service restaurant chain, East Dawning, which is targeted specially at those diehards of traditional Chinese food (Novak, 2009) .Furthermore, China Division became one of the stakeholders of Little Sheep, a popular Chinese hot pot concept, with 27% proportion of share in 2009 (Novak,2009).The ab ove efforts imply China Divisions ambition to develop diversified customer bases and make it elastic towards its competitors challenges. In 2009, the four brands synergistically contributes to its operating profits growth of 25% in China (Anonymous, 2009).What underpins their astounding performances is its China Divisions superb mastery of the marketing mix. Brand Equity and the Marketing Mix According to Yoo et al. (2000:p.196), if marketing effort could give rise to more favourable behaviour towards the branded products than the unbranded ones, positive relationship between marketing effort and brand equity would be established. Yoo et al. (2000:p.198) also suggest that creation and exploitation of the marketing mix is decisive in shaping dimensions of brand equity. For instance, Yum!Brands China Division successfully introduced the casual dining category Pizza Hut and KFC Home Service, making its products available around the clock whenever customer places an order(Anonymous,2008). Such intense distribution enables consumers to perceive more value for the two brands, subsequently resulting in the increased customer satisfaction and brand loyalty (Yoo et al., 2000:p.199). Given that the marketing mix encompasses many elements, this essay primarily selects four perspectives: product, price, servicescapes, promotion tactics to demonstrate the intertwining relationship between application of the marketing mix and formation of brand equity. Product Henry Ford (1908) once commented A market is never saturated with a good product, but it is very quickly saturated with a bad one. (Anonymous, 2006). Instead of technically importing its international menu and faithfully sticking to its cash cows such as New Orleans Roasted Burgers, Extra-tasty Crispy Burgers, Popcorn Chicken, and Pepperoni Lover, China Division has made considerable adaptation and innovation on its menu to cater to Chinese peoples tastes and flavour. Some specialties that could never appear on other countries KFC menus are Dragon Twister, and Beef Wrap with the Sichuan Sauce to name just a few(Anonynmous,2007). Additionally, the freshness and nutrients of the food are under the stringent supervision (Anonymous, 2010). From KFCs official website, customer can be informed of products accurate composition of nutrition (Anonymous, 2009). Therefore, products are procured in a transparent manner, winning trust and loyalty from customers and generating repeat buyers. Besides, its menu changes with the alteration of seasons and emergence of events and holidays. Pizza Hut Casual Dining Restaurant recently put forward 22 new courses before the upcoming autumn (Anonymous, 2010). This summer, KFC witnessed enormous profits made by its activity of watching World Cup and winning prizes through purchasing the bucket (Anonymous, 2010). In addition to its constant development of tangible products, Pizza Hut puts out a unique and added-value service, party-hosting. It would be in charge of preparing a theme party from the scratch, including designing and organizing (Anonymous, 2008).This move vindicates Millers et al. view (1998:pp.19-25) that shopping should not be considered as a mere product acquisition but a part of social relationship which provides their social identity. Guanxi or social networking plays an important role in Chinese society (Eric Tsang, 1998:p.64). Party occasion is an ideal opportunity to accommodate such need. Pizza Huts enticing se rvice could spare people from worrying about the trivialities of throwing party and promote its products and brand value in the meantime. All moves carried out by Chinese division perfectly coincide with Yum! Brands philosophy-feed the world, both physically and mentally. Price Yoo et al. (2000:p.200) once commented that price promotion in the form of special sales, media-distributed coupons, package coupons, and rebates would undermine brand equity in spite of the short-term returns. Subsequently, sales promotion could be easily emulated by the competitors (Aaker, 1991). Worse still, an inferior brand image could be displayed through the sales promotion (Yoo et al., 2000:p.200). However, KFC, Pizza Hut and East Dawnings pricing strategies just run counter to the above theories. Every day, over three kinds of KFC food are on sale and coupons can be easily downloaded from its official website (Anonymous, 2008). As for Pizza Hut Casual Dining Restaurant, it recently put forward business set meal of  ¿Ã‚ ¡2.8 to attract those office workers with limited coffee break and keen on the balanced diet(Anonymous,2010). Such deed has now been warmly received by the target customers. The reason behind their consistent low pricing strategy rightly conforms to the status quo of Chinese fast food industry where consumers are price-sensitive and major consumption segment is student and young people with finite disposable money (Anderson et al., 1998:pp.152-162).The theory proposed by Avlonitis (1980) appropriately backs up Yums pricing strategy that selling convenience goods should employ heavy advertising and competitive pricing policy to achieve product differentiation. As a consequence, one of the effective ways to appeal to Chinese people who are bombarded with hundreds of fast food alternatives is the competitive pricing strategy. Simon H. (1989:p.319) pointed out that sale effect of a price change shows up more quickly compared with other tactics, namely advertising. KFC and Pizza Hut have already benefited from this strategy and cultivated their respective regular customer base, as KFC targets at the mass consumers and Pizza Hut Casual Dining Restaurant is pos itioned as the refined business dining restaurant (Anonymous, 2008). Their varied price ranges are set accordingly, making China Division more flexible to the pricing competition. Servicecapes Servicescapes refer to the physical settings of the point of sale, which involve three dimensions: ambient conditions, spatial layout and functionality and signs, symbols, and artefacts (Bitner, 1992: pp.66-67). These would influence not only the first impression on customers but also employee satisfaction, productivity and motivation (Becker, 1981). KFC, Pizza Hut and East Dawning spare no effort to do the furnishing at their own points of sale in accordance with their respective bands images. As for KFC, warm bright yellow and red intrigue the customers appetite and lower personalized counter intends to make employees intimately interact with children (Cai, 1998). As to Pizza Hut, elegant oil paintings and sedate brown tables and wallpaper make customer feel serene in the cities forests of concrete(Cai, 1998). The consumer would be embraced with soft Chinese music and traditional Chinese table sets at East Dawning (Cai, 1998).Such highly identified decoration vividly exemplifies three different brands focuses. It would be no surprise to see the heavy customer traffic in those restaurants (Yoo et al., 2000: p.199). Good-image stores do invite more attention, contacts and visits from the prospective customers. Furthermore, positive word -of-mouth propaganda can come into being (Rao and Monroe, 1989:pp.351-356). Promotion Tactics Advertising spending accounts for substantial investment for KFC and Pizza Hut, as the money channelled for advertising exerts positive impact on brand equity and perspectives (Cobb-Walgren et al., 1995). Besides, advertising would be conducive to generating favourable impression on brand equity, increasing brand awareness and creating strong brand associations (Shimp, 1997:pp.25-35). Although people would feel annoyed by interruption of commercials of KFCs bucket and Pizza Huts Super Supreme when appreciating films, the intensely repetitive advertising would make KFC or Pizza Hut automatically top on their personal fast food alternatives when they are starved(Anonymous,2008). Subsequently, such habitual choice could elevate their brand equity (Hauser and Werfeldt, 1990:pp.398-404). Besides advertising, KFC is also adept at making the most of sponsorship to enhance its brand equity, such as organizing national three-player basketball contest in conjunction with Chinese Basketball Association (Anonymous, 2004 ),which vividly showcases its dynamic brand image, and working in partnership with 2010 Shanghai World Exposition, (Wuyu,2009). Its old enemy McDonalds has never made foray in such field. However, the sponsorship does make a difference. For example, Fuji committed$7 million in sponsoring the 1984 Los Angeles Olympic Games, which just received refusal of sponsorship from Kodak (Desmond, 1997). According to Desmond (27 October, 1997), Fuji landed 50,000 new distributor outlets thanks to its sponsorship. Such marketing investment generated the enviable returns (Desmond, 1997). It is difficult to make accurate estimation on KFC economic returns from its sponsorship, but elevated social impact and subsequent enhanced brand value could be figured out. Additionally , China Division has been identified as the corporate with distinct social responsibility through doing Hunger Relief Programme with Chinese Children Fund and setting up fund for supporting the natural disaster relief and the financially-challenged students to further education (Anonymous, 2006). All these contribute to reputable brand image of Yum! Brands China Division. Discussion Besides the above classical 4Ps, other elements of the marketing mix such as packaging and personal selling jointly nourish China Divisions brand marvel. The package as the forefront of brand strategy would communicate the value of convenience, environmental consciousness, Conclusion Relationships between the selected the marketing mix and brand equity have been excavated in this essay. Particular attention has been drawn to four aspects of marketing efforts made by Yum! Brands China Division. The establishment and enrichment of brand equity is achieved by thorough execution of the marketing mix. It is through fully capitalizing on the variable parts of marketing strategy accompanied with the utilization and exploitation of brand resources that brand owner can probably withstand the acid test and enjoy the everlasting prosperity.