Sociological Imagination Perspective - Free Essay Example

Sociological imagination perspective In this digital age, everyone around the world needs to virtually think in a new perspective away from our daily lives realities in order to gain brilliant insights and knowledge of what really happens around them globally. My perspective about what the great American sociologist C Wrights Mills coined as the sociological imagination lies basically on what privately affects personal lives of individuals in their everyday undertakings, that later reflect their impacts on the wider modern social welfare. This is typical as a result of the factual reality that holds out on social outcomes being determined by mans self-actions. What we privately do as individuals in line with our societal norms and motives determines the social issues we encounter on a daily basis and what affects other people in our societal environments. Sociological imaginations help us to formulate frameworks that transform personal uneasiness of individuals focused on explicit troubles and public indifferences into involvement in public issues because, Neither the life of an individual nor the history of a society can be understood without understanding them both comprehensively and trying to work on those problems together. Looking at how the world is currently advancing at an alarming pace, people have to be in the know-how of the social problems affecting their wellbeing and the solutions that they can apply by looking at similar occurrences in the past and the trends which societies were taking in their attempts to solve them. Social thoughts grind people to learn how every individual in society contributes to the shaping of the society and to the course of its history. Mills was very insightful when he was inoculating this great perspective of sociological imagination because he gave several ideas on how humans can use information by looking at things in another perspective to develop inner reasons of understanding their environments and in the long run, be able to transform themselves. Societies have progressed immensely from old age to the modern times where man has come face to face with the hard-hitting but realistic reality that human survival is only possible if we depend and relate with one another in a positive and healthy manner (Mills, 2010). Therefore, by applying the social mind, man has increased his interest and ability to grasp occurrences or new happenings around the world while understanding the self. specifically, this is why, When there is a personal problem on one individual we tend to look at his skills and the immediate opportunities of his environment for a solution but when there is a public issue threatening human survival, we tend to look at the social arrangements/structures of the whole society in the present environment and historically to try and come up with amicable solutions. i.e., a threat posed by nuclear or chemical weapons is dealt with collectively by unified nations and not just one nation because it is a red line that should not be crossed when waging warfare on human lives because it affects the dignity of human life. E.g. the recent bombings in Syria for use of chemical weapons on civilians by the U.S, Britain, and France strengthens this argument to help send a strong message that such acts would be met with a strong response from unified nations because it infringes human rights. If such valiant, punitive and strong measures are not be dealt with collectively, such issues would manifest into serious social problems because such regimes would make it a norm to kill its people using chemicals.Understanding social changes require looking beyond them by socially imagining that problems can be solved only when the institutions within which we live become more embracing and intricately connected to fully function harmoniously with one another. Moreover, just like an organism where, if one part is affected, the entire organism doesnt operate at its optimal levels because its systems that are interconnected to function harmoniously are also negatively affected. That is exactly what Wrights sociological imagination notion tries to explain by symbolizing a society as a unified system made up of different interconnected parts. Therefore, it is imperative for the entire society to function harmoniously at optimal levels for achievements of all social problems to be made possible.With globalization, worldwide social relationships have been intensified and national boundaries made less significant. Therefore, as a result of these effects, people are relating closely like what is usually experienced or observed in our local villages as a result of the possibilities that have been made possible by technology, and therefore what happens on one part of the world affects everyone globally on a personal level. C Wright Mills saw the digital era as a time when sociological imagination and thinking would be unavoidably and essentially needed to solve human social problems by all means. Globalization technology has made all those possibilities a reality that needs to be embraced by all human species .i.e. terrorism is a global social problem condemned in equal measure worldwide because it displays a high degree of cruelty in people that should be dealt with collectively (Knowles, 2014) Only collectively in our social settings can we act to solve such problems like terror that has effects on people at a personal level before manifesting itself to effects all in the end. Personal problems with time bring social problems that affect us all in similar ways and are never desirable. Another example of a social problem is poverty. Poverty starts privately before manifesting itself publicly and can lead to the immediate outbreak of diseases, unhealthy living conditions and rampant losses of lives that ultimately affects all of us in our societies. The fact that should be noted is that poverty does not impact peoples lives on a collective level instantly (Wertsch, 2013).  Ã‚  That is why, for us to understand where we are heading, we must appreciate and have the full knowledge of where we are coming from and this is only possible through social imagining and thinking. Humans more than any other species understand that there are no fixed realities in life, but those realities that keep changing with time as a result of occurring situations that need to be dealt with in unique ways.The quality of mind that is expected from all inhabitants of this modern era where change has been coming at us at a very fast pace should be highly imaginative. Everything in this information era is sophisticated and a great ability to shift from one perspective to another such as the ability to expound things from a family to a national level is called sociological imagination (Wertsch, 2013). This capacity to range from the most impersonal and rem ote transformations to intrinsic features of the human self and seeing the relations between the two is exceptionally imaginative from the human mind. This special ability is the one required to save humanity from their daily lives depressions of the issues they encounter and fear for their future out of how things keep transpiring out.Unemployment rates rising by the day across nations is an issue that has put the future of world economies and security on parole. With the increased unemployments among the young generations of our living societies being a constant problem to nation states, an amicable solution has to be found in terms of new political and economic plans and not on the characters of the unemployed individuals (Fuller, 2006). This is because unemployment effects are experienced by all in the society and not only by one individual because then, insecurity and crimes may arise as a result of the unemployment. If only it was a single unemployed person found in a society, then the solution would be looked at in a personal nature and character of an individual but when the problem affects all people, new policies and strategies have to be put in place to streamline the society.  Ã‚   References Fuller, S. (2006). The new sociological imagination. Sage.Knowles, C., Sweetman, P. (2014). Picturing the social landscape: Visual methods and the sociological imagination. Routledge.Mills, C. W. (2010). The sociological imagination. Oxford University Press.Wertsch, J. V. (2013). Voices of the mind. Harvard University Press.

The use of Branding as a Marketing Strateg - 3575 Words

The use of Branding as a Marketing Strateg (Case Study Sample) Content: The use of branding, as a marketing strategy, for Western MNCs in developing markets: Case study of Apple in China.Studentà ¢Ã¢â€š ¬s NameInstitutional AffiliationAbstractThis paper looks at the role of branding to Western MNCs that are moving into the developing markets. Branding is one of the most common marketing strategy that business entities have adopt in their home economies to compete and establish significant market share. Literature review shows that multinationals have used various branding approaches in the developed markets. It also shows that the branding approach is dependent on the companyà ¢Ã¢â€š ¬s entry style. This research adopted the RBV model as the conceptual framework for this research. In order to gain insight into the role of branding in developing countries, the researcher undertook a case study of Appleà ¢Ã¢â€š ¬s branding in China. The adoption of a qualitative approach would help to provide insight into the companyà ¢Ã¢â€š ¬s experien ces in the country. The findings of this research suggests that Appleà ¢Ã¢â€š ¬s branding approach in China has been significantly successful as it has propelled the country into the top of the elite luxury brands. It has also helped the company develop the Chinese market into one of its most important market.Contents TOC \o "1-3" \h \z \u Abstract PAGEREF _Toc415692610 \h 21.Introduction PAGEREF _Toc415692611 \h 42.Literature Review PAGEREF _Toc415692612 \h 5a.Definitions PAGEREF _Toc415692613 \h 5i.Marketing strategy PAGEREF _Toc415692614 \h 5ii.Branding PAGEREF _Toc415692615 \h 53.Theoretical models PAGEREF _Toc415692616 \h 6a.Resource based view PAGEREF _Toc415692617 \h 6b.Approaches to branding PAGEREF _Toc415692618 \h 6c.Empirical studies PAGEREF _Toc415692619 \h 74.Methodology PAGEREF _Toc415692620 \h 95.Findings and discussion PAGEREF _Toc415692621 \h 10a.Adoption of branding PAGEREF _Toc415692622 \h 10b.Success of branding PAGEREF _Toc415692623 \h 11c.Weaknesses of brandin g PAGEREF _Toc415692624 \h 126.Conclusion PAGEREF _Toc415692625 \h 12 1 IntroductionMost of the current literature concedes that marketing strategies are important to multinational corporations (MNCs) seeking to enter into the developing countries. Jones (2010) argued that marketing strategies are tailored to counter or take advantage of (1) political environment, (2) resources and market of the host country, and (3) competition from local and foreign firms. Ferrell and Hartline (2012) identified branding, positioning, target marketing and market segmentation as four generic marketing strategies that organizations can pursue. Successful multinationals have adopted branding in order to popularize their products. MNCs have adopted this strategy to enter and concur new markets such as China and other developing countries.Cui and Liu (2000) observed that China represents a large population that has a high increase in consumer spending, which has attracted many MNCs to exploit this poten tial. Apple Inc. is one of the western MNCs that have moved into the country to take advantage of the market. Although the company is one of the most iconic technology brands, it still has had to contend with competition from other technology companies such as Samsung and local Chinese products. This paper seeks to analyze the role that branding, as a marketing strategy, has played in popularizing western MNCs, products with a focus on Apple. It will also seek to determine whether it has been successful as a marketing strategy or not. In addition to this, the research will seek to find out whether branding is sufficient on its own or the company ought to do more in order for the strategy to be successful.In order to accomplish this chief purpose, the paper will have to fulfill the following objectives: (1) identify how Apple has adopted branding in China, (2) identify the success of branding as a marketing strategy, and (3) identify the weaknesses of the companyà ¢Ã¢â€š ¬s branding and make recommendations on how the company can improve in these areas. 2 Literature ReviewNumerous scholarly materials have been written on branding and multinational businesses. The purpose of this section is to review the various definitions to literature review. The section will also provide a theoretical framework that will be integral to the research. In addition to this, the section will review relevant empirical studies that will shed light on this research. 1 Definitions 1 Marketing strategyAccording to Varadarajan (2010), marketing strategy is concerned with issues that helps an organization to gain long term advantage at the strategic business unit or firm level. It is hence well defined framework that a firm is supposed to follow in order to create awareness of its products into the market, as it aims at attracting new consumers, and maintaining the old ones. The author also observed that marketing is dynamic as the market place always poses fresh set of challenges that business entities must respond to effectively in order to be successful. 2 BrandingBranding is the process of developing a brand. In this case, a brand may refer to a product, a company or an organization. The essence of branding could be to create an outwards appearance, or establish an innate image in the mind on the target consumers. In this case, some scholars have described branding in terms of physical nature of a product, while others argue hat it goes beyond that, and that it is mainly concerned with the emotional feelings that consumers attach to a good or service. Therefore, it is important that the researcher defines a brand in order to enhance clarity. De Chernatony and Riley (1998) observed that there is no universal definition of a brand and that a wide range of definitions have been developed depending on the perspective adopted. The study observed that the brand can be viewed in many ways: logo, legal instrument, risk reducer, value system, shorthand, image held in consumer minds, evolving entity, value addition, relationship, personality and company. According to Todor (2014), a brand is a set of tangible and intangible attributes that are symbolized using a trademark (logo and name among others), which creates influence and value when operated properly. According to the author, this is perhaps the most complete definition of brand. 3 Theoretical models 2 Resource based viewThis paper will adopt the resource-based view (RBV) model to analyze the impacts branding has had on MNCs success in developing countries. This theoretical model allows researchers to identify the various competitive edges an organization has over its competition in a given market. Holtbrugge, Friedman and Puck (2010) observed that the RBV conceptual framework holds that firmsà ¢Ã¢â€š ¬ resources can be thought of as different bundles of resources. This model assumes that a firmsà ¢Ã¢â€š ¬ unique and specific internal resources, rather than external conditions, are centr al to the success of the organization. The model postulates that these specific resources should be unique, inimitable, rare and valuable. 3 Approaches to brandingNumerous approaches are adopted in the branding exercise. This research will focus on individual product branding, family branding, generic branding, licensing branding, and store branding. Individual product branding refers to the use of a brand name for a single product. PG is a good example of a company that uses individual product branding as each of its product has a different brand elements (Curtis, 2012). Family branding refers to the use of a brand name for more than one product as is the case with Del Monte, which uses its brand name on a wide range of fruit and vegetable products. Store branding is another approach common among multinationals. According to Abril, Gavilan and Avello (2009), store brands improve the efficiency of the distribution channels. It is imperative to note that retailers have control over t he positioning of the store brands, which makes the stores valuable to the retailers.Store branding has significant influence on the performance of the brand. Webster (2000) observed that retailers (resellers) are increasingly becoming influential in the market place such that some organizations have been forced to redefine their consumers as the resellers. The increased strength of the resellers is increasingly weakening the strength of specific brands. Generic branding is sometimes referred to as no branding. According to Solomon et al (2013), organizations adopt generic branding to offer the products customers need at the lowest prices for the standard products. It is important to note that this branding approach is not common for electronics as it is commonly used for basic products such as foods. Brand licensing is another common branding approach and it involves one business entity licensing other business entities to use their brand. In this case, it could license a business that produces related products, or in some cases, another manufacturer could be allowed to produce similar goods under the same brand. This is common with clothing produced to take advantage of another product such as movies. The last approach adopted in co-branding. According to Beckman and Willas (2005), co-branding involves long term or/ and short-term association between more than one individual brands. Cunha, Forehand and Angle (2015) observed that new products will partners with well-established brands hoping that this will benefit them through the positive association and awareness that the well-established product will create. 4 Empirical studiesA number of research studies have been undertaken on MNCs adoption of branding globally. It is imperative to note that most multinationals have saturated their products in the developed countries before pursuing expansion into developing countries. This is simply at... The use of Branding as a Marketing Strateg - 3575 Words The use of Branding as a Marketing Strateg (Case Study Sample) Content: The use of branding, as a marketing strategy, for Western MNCs in developing markets: Case study of Apple in China.Studentà ¢Ã¢â€š ¬s NameInstitutional AffiliationAbstractThis paper looks at the role of branding to Western MNCs that are moving into the developing markets. Branding is one of the most common marketing strategy that business entities have adopt in their home economies to compete and establish significant market share. Literature review shows that multinationals have used various branding approaches in the developed markets. It also shows that the branding approach is dependent on the companyà ¢Ã¢â€š ¬s entry style. This research adopted the RBV model as the conceptual framework for this research. In order to gain insight into the role of branding in developing countries, the researcher undertook a case study of Appleà ¢Ã¢â€š ¬s branding in China. The adoption of a qualitative approach would help to provide insight into the companyà ¢Ã¢â€š ¬s experien ces in the country. The findings of this research suggests that Appleà ¢Ã¢â€š ¬s branding approach in China has been significantly successful as it has propelled the country into the top of the elite luxury brands. It has also helped the company develop the Chinese market into one of its most important market.Contents TOC \o "1-3" \h \z \u Abstract PAGEREF _Toc415692610 \h 21.Introduction PAGEREF _Toc415692611 \h 42.Literature Review PAGEREF _Toc415692612 \h 5a.Definitions PAGEREF _Toc415692613 \h 5i.Marketing strategy PAGEREF _Toc415692614 \h 5ii.Branding PAGEREF _Toc415692615 \h 53.Theoretical models PAGEREF _Toc415692616 \h 6a.Resource based view PAGEREF _Toc415692617 \h 6b.Approaches to branding PAGEREF _Toc415692618 \h 6c.Empirical studies PAGEREF _Toc415692619 \h 74.Methodology PAGEREF _Toc415692620 \h 95.Findings and discussion PAGEREF _Toc415692621 \h 10a.Adoption of branding PAGEREF _Toc415692622 \h 10b.Success of branding PAGEREF _Toc415692623 \h 11c.Weaknesses of brandin g PAGEREF _Toc415692624 \h 126.Conclusion PAGEREF _Toc415692625 \h 12 1 IntroductionMost of the current literature concedes that marketing strategies are important to multinational corporations (MNCs) seeking to enter into the developing countries. Jones (2010) argued that marketing strategies are tailored to counter or take advantage of (1) political environment, (2) resources and market of the host country, and (3) competition from local and foreign firms. Ferrell and Hartline (2012) identified branding, positioning, target marketing and market segmentation as four generic marketing strategies that organizations can pursue. Successful multinationals have adopted branding in order to popularize their products. MNCs have adopted this strategy to enter and concur new markets such as China and other developing countries.Cui and Liu (2000) observed that China represents a large population that has a high increase in consumer spending, which has attracted many MNCs to exploit this poten tial. Apple Inc. is one of the western MNCs that have moved into the country to take advantage of the market. Although the company is one of the most iconic technology brands, it still has had to contend with competition from other technology companies such as Samsung and local Chinese products. This paper seeks to analyze the role that branding, as a marketing strategy, has played in popularizing western MNCs, products with a focus on Apple. It will also seek to determine whether it has been successful as a marketing strategy or not. In addition to this, the research will seek to find out whether branding is sufficient on its own or the company ought to do more in order for the strategy to be successful.In order to accomplish this chief purpose, the paper will have to fulfill the following objectives: (1) identify how Apple has adopted branding in China, (2) identify the success of branding as a marketing strategy, and (3) identify the weaknesses of the companyà ¢Ã¢â€š ¬s branding and make recommendations on how the company can improve in these areas. 2 Literature ReviewNumerous scholarly materials have been written on branding and multinational businesses. The purpose of this section is to review the various definitions to literature review. The section will also provide a theoretical framework that will be integral to the research. In addition to this, the section will review relevant empirical studies that will shed light on this research. 1 Definitions 1 Marketing strategyAccording to Varadarajan (2010), marketing strategy is concerned with issues that helps an organization to gain long term advantage at the strategic business unit or firm level. It is hence well defined framework that a firm is supposed to follow in order to create awareness of its products into the market, as it aims at attracting new consumers, and maintaining the old ones. The author also observed that marketing is dynamic as the market place always poses fresh set of challenges that business entities must respond to effectively in order to be successful. 2 BrandingBranding is the process of developing a brand. In this case, a brand may refer to a product, a company or an organization. The essence of branding could be to create an outwards appearance, or establish an innate image in the mind on the target consumers. In this case, some scholars have described branding in terms of physical nature of a product, while others argue hat it goes beyond that, and that it is mainly concerned with the emotional feelings that consumers attach to a good or service. Therefore, it is important that the researcher defines a brand in order to enhance clarity. De Chernatony and Riley (1998) observed that there is no universal definition of a brand and that a wide range of definitions have been developed depending on the perspective adopted. The study observed that the brand can be viewed in many ways: logo, legal instrument, risk reducer, value system, shorthand, image held in consumer minds, evolving entity, value addition, relationship, personality and company. According to Todor (2014), a brand is a set of tangible and intangible attributes that are symbolized using a trademark (logo and name among others), which creates influence and value when operated properly. According to the author, this is perhaps the most complete definition of brand. 3 Theoretical models 2 Resource based viewThis paper will adopt the resource-based view (RBV) model to analyze the impacts branding has had on MNCs success in developing countries. This theoretical model allows researchers to identify the various competitive edges an organization has over its competition in a given market. Holtbrugge, Friedman and Puck (2010) observed that the RBV conceptual framework holds that firmsà ¢Ã¢â€š ¬ resources can be thought of as different bundles of resources. This model assumes that a firmsà ¢Ã¢â€š ¬ unique and specific internal resources, rather than external conditions, are centr al to the success of the organization. The model postulates that these specific resources should be unique, inimitable, rare and valuable. 3 Approaches to brandingNumerous approaches are adopted in the branding exercise. This research will focus on individual product branding, family branding, generic branding, licensing branding, and store branding. Individual product branding refers to the use of a brand name for a single product. PG is a good example of a company that uses individual product branding as each of its product has a different brand elements (Curtis, 2012). Family branding refers to the use of a brand name for more than one product as is the case with Del Monte, which uses its brand name on a wide range of fruit and vegetable products. Store branding is another approach common among multinationals. According to Abril, Gavilan and Avello (2009), store brands improve the efficiency of the distribution channels. It is imperative to note that retailers have control over t he positioning of the store brands, which makes the stores valuable to the retailers.Store branding has significant influence on the performance of the brand. Webster (2000) observed that retailers (resellers) are increasingly becoming influential in the market place such that some organizations have been forced to redefine their consumers as the resellers. The increased strength of the resellers is increasingly weakening the strength of specific brands. Generic branding is sometimes referred to as no branding. According to Solomon et al (2013), organizations adopt generic branding to offer the products customers need at the lowest prices for the standard products. It is important to note that this branding approach is not common for electronics as it is commonly used for basic products such as foods. Brand licensing is another common branding approach and it involves one business entity licensing other business entities to use their brand. In this case, it could license a business that produces related products, or in some cases, another manufacturer could be allowed to produce similar goods under the same brand. This is common with clothing produced to take advantage of another product such as movies. The last approach adopted in co-branding. According to Beckman and Willas (2005), co-branding involves long term or/ and short-term association between more than one individual brands. Cunha, Forehand and Angle (2015) observed that new products will partners with well-established brands hoping that this will benefit them through the positive association and awareness that the well-established product will create. 4 Empirical studiesA number of research studies have been undertaken on MNCs adoption of branding globally. It is imperative to note that most multinationals have saturated their products in the developed countries before pursuing expansion into developing countries. This is simply at...