Global Umbrella Branding and Marketing Essay Example | Topics and Well Written Essays - 2000 words

Global Umbrella Branding and Marketing - Essay ExampleCentrica Plc. effectively conflicts the above give tongue to theoretical propositions on consumer resistance to umbrella brands as an outcome of corporeal practices or the poor action of other products sharing the same brand name. season it publicly engages in philanthropic activities, the corporation has a poor labour relations record, has consistently proven itself a socially irresponsible company, and has fuelled claims that it is, in essence, a monopolistic, exploitative entity. Yet, this has not resulted in the above theorised consumer resistance and, indeed, has not halted Centrica Plcs expansion or stemmed its ever-spiralling success. While it can be argued that this is partially because there are no substitutes to Centricas products and services, it is the position of this study that the aforementioned evidences the item that the marketing and brand management of umbrella brands have the potential to overcome the cha llenges posed by corporate practices.The study proposes to examine umbrella brand management within the context of a global company. In so doing, the dissertation will argue that effective marketing strategies have the potential to negate the forces which set forth consumer resistance. ... The study proposes to examine umbrella brand management within the context of a global company. In so doing, the dissertation will argue that effective marketing strategies have the potential to negate the forces which do consumer resistance. The aforementioned shall be argued and established through reference to Centrica Plc.As presented in the preceding paragraph, the importance of the national stems from its theoretical and practical implications. While not arguing against the validity of consumer resistance theories, the research will dispute the proposition that it cannot be offset by marketing strategies. Indeed, brand management, such as which Centrica Plc has proven itself in effect(p) at, can negate the forces which incite consumer resistance to umbrella brands. Insofar as it will focus upon the trial impression of the aforementioned, the studys theoretical value derives from the fact that it will highlight the potential of the marketing of umbrella brands to offset consumer resistance. Furthermore, to the finis that it will highlight how Centrica managed to do so, the study has practical value. 3Company BackgroundCentrica Plc was formed in 1997 in the wake of the demerger of British Gas. Over the past decade, the corporation has experienced significant growth levels, largely due to its expansion both beyond Britain and beyond the energy market. With operations in all of nitrogen America, Germany, Norway, Spain and Belgium, Centrica is a testament to effective and successful strategic global brand management. Controlling 76% of the UKs domesticated energy market and sourcing and supplying energy across the world, Centrica also owns the Automobile Association (AA), Goldfish (a recognition card company), and has interests in the residential phone market, to