Product and Pricing Essay Example | Topics and Well Written Essays - 500 words

Product and Pricing - Essay Example All of these techniques are employed in order to ascertain the financial or monetary amount of a certain brand. For example, using communication investments as a form of brand valuation takes into account all of the expenditures incurred in communicating the brand in the target market and adjusting it for inflation. In this technique the company also takes into consideration the opportunity of using the fund in other investments such as bonds. However, the author also emphasizes that the brand is an "intangible asset." It is more than the name or the logo printed in the packaging of certain products. The brand is not what it is but what it stands for. According to Chevron (4), a brand is "a covenant with the customer, a promise that the brand and the product it names will conform to the expectations that have been created over time." He also highlights that the existence of the brand is because of the company's "commitment to its external values." Thus, as brand is intangible and commitment is not quantifiable, the real value of a brand cannot be fully taken into account by attributing a monetary value to it: "Because all those financial valuation methods are but educated guesses, we cannot rely on any one" (Chevron 10). It is clear that the author disagrees with the too simplistic or very complicated techniques employed by the financial a

How a Leader Should Be Essay Example | Topics and Well Written Essays - 750 words

How a Leader Should Be - Essay Example I’d expect my leader to lead in a democratic manner, which encourages everyone’s participation, rather than in an authoritative manner, in which only the leader would have a say. (Ivancevich et al. 2011) In the provided article, the focus is placed on inculcating such leadership qualities that encourage group work, rather than individual efforts. I believe that this is in line with my expectations from a good leader. As the article states, a good leader will recognize talent and guide it effectively. Moreover, they’d be willing to take risks and think out of the box. The article further states that these leaders would encourage creativity, which is also in line with how I believe a good leader should be. They’d also encourage participation from other group members, rather than taking all the authority in their hands completely. They would recognize that involving everyone would result in more balanced and effective decision-making. As the article states, a leader would facilitate the members through tasks rather than give them orders. 2 (Bennis and Biederman 1996) One very popular theory on leadership is that of Transformational Leadership by James MacGregor Burns. This theory states that the leader and the followers work together in the process of ‘raising one another to higher levels of morality and motivation’. ... Both theories focus on the relationship between the leader and the followers. In other words, focus is placed on the functioning of the group as a whole. The followers of leader under transformational leadership feel trust, admiration, and respect for the leader and under such leadership, they would feel to be one with the group which would encourage them to work hard towards their goal. Further similarities between the two theories include: the leader acts as a mentor and gives attention to the needs of the followers; there is open communication among the group; any individual contribution to the group is given due attention and respect. The leader solicits the ideas of the followers in order to encourage creativity and power of thinking. The leader encourages the group to challenge and push themselves towards achieving the impossible; he/she provides a vision and purpose to the group which encourages them to work towards their goals. 4 I personally had a chance to witness a situati on of a weak leadership at a youth conference, where the focus was entirely on the demands of the leader and group participation was minimal. A group of ten people had to work together to make a model bridge in very limited time. The chosen leader had an authoritative style of leading where, instead of delegating and assigning tasks, the leader took everything in her hands. There was very little motivation among the members to contribute to the project. The project was carried out in quite a haphazard manner where no one was quite sure of what they were supposed to do. This experience further strengthened my belief that a leader alone cannot achieve a task which requires more than one hand. He/she has to keep