Role of Brand Elements in Developing Brand Equity Essay

Role of Brand Elements in Developing Brand Equity - Essay Example It enhances customer loyalty towards a particular product or service. It helps a product or service to distinguish itself from other products or services. Brands have different attributes which help them to cement their place in the minds of consumers. According to Kathiravana, et al., (2010) â€Å"Brand attributes consist of ‘bits’ of information that are linked to a brand name in consumer memory and that, when combined with the brand name, make up a brand’s image†( p.21) â€Å"Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined as the differential impact of brand knowledge on consumer’s response to the Brand Marketing† (Brand Equity - Meaning and Measuring Brand Equity, 2013). It is the value that a consumer gives to a particular brand. For example, iPhone 5, Nokia Lumia and Samsung Galaxy S3 are some of the leading smartphones available in the market at present. Apple Inc. is the second largest company in the world in terms of market capitalization and they are the most valuable technology company in the world at present. Samsung, on the other hand, is one of the rapidly emerging consumer electronics company in the world and its products are well accepted in the market. Nokia was the leader in the mobile phone manufacturing industry until recent times. All these factors or brand elements will influence the consumers when they go for the purchasing of a smartphone. This paper analyses the r ole of brand elements in developing brand equity. Some of the major elements of brand equity are; changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers perceptions of quality and other relevant brand values (Wilson C. 2008).  

Gentiva Health Services Financial Analysis Report Term Paper

Gentiva Health Services Financial Analysis Report - Term Paper Example The paper is divided into the following sections: background information, revenue analysis, financial analysis and management. Finally, the last section gives a conclusion based on the author’s point of view on the soundness of the company’s activities. Outline Outline 3 Background Information 4 Operating Revenue 5 Financial Management 7 Sources of capital 8 Capital Expenditure Management 9 Financial management analysis 9 Conclusion 11 Background Information Gentiva health services provider is one of the largest health care and hospice providers in the majority of the states in America. In 1971, Gentiva launched its home healthcare business and under the umbrella of Olsten Corporation, a split took place in March 2000 separating Olsten and Gentiva Health services, which is now one of the largest health service providers in the nation and ranked among the ten largest after acquiring The Health field Group, Inc., in 2006. Gentiva Health Services provides hospice services throughout 420 locations and at least forty-one states. These services include skilled nursing, hospice services, nutrition, social work, and disease management education. The company also takes part in assisting needy people in their daily living activities. The proposed introduction of the health services reform that requires health service providers to cut down service charges has tremendously affected the organization’s business. In response to the proposed regulation, the organization sold thirty-four of its branches in 2011 and has sold another bunch of ten branches in 2012. As a result of these sales, there are short lived and long-term effects on the expenditures and revenues earned by the company (financial performance). The effects of the recent acquisitions and dispositions on short term securities are evident on the balance sheet totals. These dispositions have reduced the short term securities owned by the company. Part of the accrued benefits from the sale of it s branches has been directed to make strategic acquisitions in pursuant of increased fixed assets portfolio. Following the closure of some branches, there is a reduction in accounts receivables as a result of reduction in numbers of customers served by the closed branches. Newly acquired branches may take time before they build a substantial number of customers. Gentiva company endeavors to venture into new market niches, this implies an increase in the inventory of the company. Overall cost of running the company may immensely reduce as a result of the reduction in the workload due to closure of some branches. Closed branches will reduce accrued revenue and expenses for the company. New business ventures require new employees; initially this may raise the running expenses especially due to training costs. With the expansion, the company will reduce operational costs and expenses and claim a high market niche. To retain its relevance in the presence of the reduced health service cha rges as indicated by the health reform, each service provider must engage extra efforts; else, most of the service providers may find it difficult to cope with the incorporation of the new law. This paper gives an analysis of the activities of Gentiva Health services in relation to revenue management, financial analysis and financial management with an aim to evaluate the soundness of the organization’