Training manual July xps

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Value of Brand (US$m)
1 Coca Cola
71,861 2 IBM
69,905 3 Microsoft
59,987 4 Google
55,317 5 GE
42,808 6 McDonalds 35,593 7 Intel
35,217 8 Apple
33,492 9 Disney
29,018 10 Hewlett-Packard 28,479 Source Interbrand Branding is important for creating customer loyalty. Distinctive and attractive brands vital for companies to maintain profitability, market share or loyalty of their customers. Customer loyalty plus a prominent position in market are key ingredients for commercial success. As a result, brands greet us from morning tonight they are part of our daily routine. Branded products comfort and reassure us with their presence. Like good friends we instantly recognise them. They remind us of our childhood. A brand is the name, term, design, symbol or colour that identifies a seller’s good or service. Branding is used to establish market share by convincing buyers that branded product offers a level of satisfaction not provided by generic product. Creativity is key to developing strong, appealing brand image. Trademarks, trade secrets, copyright and patents protect brands The product’s name Product logo

• Slogan/strap line Design of the product and/or packaging Distinctive colours of the product or packaging Advertisement copy/script of commercial Look and feel of retail location or point of sale Distinctive sounds & smells associated with product Music that accompanies the ad campaign Related content created on a website. Brand positioning involves the creation of desirable, distinctive image fora brand that has strong appeal for customers in a target market segment. It includes bespoke marketing mix programmes needed for target markets, and the type of promotional mix used, packaging & design. Brand protection can apply to names, short verbal descriptions, visual symbols. A tangible product’s name and/or symbol is a trademark. This includes the words, designs, numerals, colours, smells, shape of goods or packaging. A business name is a word mark. You establish and protect rights to exclusive use of any unique trademark by registering and using it.

Branding more common in food processing sector, because it is more concentrated than the fresh produce sector. Branded fresh fruits include bananas, pineapple and citrus owned by Chiquita, Dole and Sunquist. Vegetables such as tomatoes, mini vegetables. Successful branding emphasises qualitative attributes, particularly taste or nutritive characteristics.


Manual contents
Training objectives
Style and content of the training programme
Introduction to the trainers
Francis ouruma alacho
Professor satish chandra
Chitaku g. mucheleng’anga
Dr gregory robin
Professor keith tomlins
Course timetable
Module one writing research proposals
Value chain approaches
Table 2.1 concept note content
Expected results
Other related
Why is it important to the scientific world – what
Practice makes perfect!!
Split into existing groups
Example of coding an interview script
Undertaking research in value chains
What is a value chain
Fieldwork exercise diagnosis of trc value chain research needs
Ideas for interview questions general
Table 5.1 criteria fora successful interviewer
Module two research methods
Informed consent
Table 7.1 selected patent applications by patent office, broken down by resident and
Source: wipo statistics database, january 2011
Module three capturing intellectual property rights
Table 8.1: summary of types of intellectual property and what they protect
Certification marks
Potato”. ab geographical indication (gi)
Plant breeders' rights (pbr)
Protection of new plant varieties
Exercise: who owns ip
Hawai’i taro patent controversy
Source: makerere university (2010) process map for to-be process – inv 1.1 protection-patenting.
Chapter ten building a community of practice
References/further reading
Research methods
Intellectual property rights
Appendix 1 understanding and using development terms
Information on data
Quality assurance
Backup and security
Expected difficulties in data sharing
Preparation of data for sharing and archiving
Appendix 4 research funding bodies
African union research grant call
Bill & melinda gates foundation, usa
Gdn’s global research capacity building program on research
International foundation for science
Leverhulme-royal society africa award
Newton international fellowships scheme
Rockefeller foundation
Start (system for analysis research and training)
The africa/asia/latin america scholarly collaborative program
The cgiar research program on climate change, agriculture, and food
The food security center (fsc) university of hohenheim, germany
Third world academy of sciences
World bank – development marketplace
Appendix 5 check your proposal
It is important not to
Typical comments from evaluators of eu research proposals (corn, 2010)
Final advice from the eu/checklist
Appendix 6 course forms
Strongly agree
End of training evaluation form

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