This website uses cookies to ensure you have the best experience. Learn more

Word Documents Essay

1536 words - 7 pages

BMW is the ultimate driving machine. Manufactured by
the German company, Bayerische Motoren Werke AG,
BMW stands for both performance and luxury. The company
was founded in 1916 as an aircraft-engine manufacturer
and produced engines during World War I and World
War II. It evolved into a motorcycle and automobile maker
by the mid-20th century, and today it is an internationally
respected company and brand with €53 billion (about
$76 billion) in revenues in 2008.
BMW’s logo is one of the most distinct and globally
recognized ever created. The signature BMW roundel
looks like a spinning propeller blade set against a blue sky
background—originally thought to be a tribute to the
company’s ...view middle of the document...

In 2006, HSBC launched a global campaign entitled
“Different Values,” which embraced this exact notion of
multiple viewpoints and different interpretations. Print ads
showed the same picture three times with a different
interpretation in each. For example, an old classic car
appeared three times with the words, freedom, status
symbol, and polluter. Next to the picture reads, “The more
you look at the world, the more you realize that what one
person values may be different from the next.” In another
set of print ads, HSBC used three different pictures side
by side but with the same word. For example, the word
accomplishment is first shown on a picture of a woman
winning a beauty pageant, then an astronaut walking on
the moon, and finally a young child tying his sneaker. The
copy reads, “The more you look at the world, the more
you realize what really matters to people.” Tracy Britton,
head of marketing for HSBC Bank, USA, explained the
strategy behind the campaign, “It encapsulates our global
outlook that acknowledges and respects that people
value things in very different ways. HSBC’s global footprint
gives us the insight and the opportunity not only to be
comfortable, but confident in helping people with different
values achieve what’s really important to them.”
HSBC earned $142 billion in sales in 2009, making it
the 21st largest company in the world. It hopes its latest
campaign and continued position as the “World’s Local
Bank” will improve its $10.5 billion brand value, which
placed it 32nd on the 2009 Interbrand/BusinessWeek
global brand rankings.
Questions
1. What are the risks and benefits of HSBC’s positioning
itself as the “World’s Local Bank”?
2. Does HSBC’s most recent campaign resonate with its
target audience? Why or why not?
Sources: Carrick Mollenkamp, “HSBC Stumbles in Bid to Become Global Deal Maker,”Wall Street
Journal, October 5, 2006; Kate Nicholson, “HSBC Aims to Appear Global Yet Approachable,”
Campaign, December 2, 2005, p. 15; Deborah Orr, “New Ledger,” Forbes, March 1, 2004,
pp. 72–73; “HSBC’s Global Marketing Head Explains Review Decision,” Adweek, January 19, 2004;
“Now Your Customers Can Afford to Take Fido to the Vet,” Bank Marketing (December 2003): 47;
Kenneth Hein, “HSBC Bank Rides the Coattails of Chatty Cabbies,” Brandweek, December 1, 2003,
p. 30; Sir John Bond and Stephen Green, “HSBC Strategic Overview,” presentation to investors,
November 27, 2003; “Lafferty Retail Banking Awards 2003,” Retail Banker International,
November 27, 2003, pp. 4–5; “Ideas that Work,” Bank Marketing (November 2003): 10; “HSBC
Enters the Global Branding Big League,” Bank Marketing International (August 2003): 1–2;
Normandy Madden, “HSBC Rolls out Post-SARS Effort,” Advertising Age, June 16, 2003, p. 12;
"www.hsbc.com" Douglas Quenqua, “HSBC Dominates Ad Pages in New York Magazine Issue.”
New York Times, October 20, 2008, pg. B.6; Kimia M. Ansari, “A Different Point of View: HSBC.”
Unbound Edition, July 10, 2009; Press release, “The...

Other assignments on Word Documents

Question Paper

508 words - 3 pages PRE BOARD EXAMINATION 2014 COMPULSORY ENGLISH (Class XII E & H) I. Draft an advertisement for the classified columns of a newspaper about the documents you have lost between your house and school giving necessary details. OR Your school is organizing a Blood Donation camp on March 2nd 2014. As the Head Girl of the school write a notice for inviting the names of those who are willing to donate blood. II. Being a staff reporter

Cloud Computing Essay

1504 words - 7 pages over the Net is a newer example of cloud computing. Simply log on to a web-based service such as Google Documents and you can create a document, spreadsheet, presentation, or whatever you like using Web-based software. Instead of typing your words into a program like Microsoft Word or OpenOffice, running on your computer, you're using similar software running on a PC at one of Google's world-wide data centers. Like an email drafted on Hotmail, the

Bus220 Final Exam

1011 words - 5 pages procedures B. Lack of due diligence C. Downstream liability D. Poor service-level agreements Answer: C 7) You are the only person in your office to upgrade to Microsoft® Word 2010. Before you share documents with coworkers, you should do which of the following? A. Print out a backup copy of documents B. Run the Compatibility Checker C. Burn all documents to CD D. Create a document summary Answer: B 8) Which of the following is

The Effect Of Organizational Culture

2222 words - 9 pages , values, views and ideals which are inherent and specific to their business success. In addition, in article “What You Need to Know about Organizational Culture” Edgar Schein writes from his personal observance and experience and speaks of the differences in organizational cultures and concludes that “that every organization has its own particular pattern of assumption about the word”. Subsequently, because of dissimilarities in organizations, it

Supply Chain Management

3586 words - 15 pages . It can also arise due to the suspension by the supplier and delay caused by purchaser. When these claims are raised, it must be properly recorded and all supporting documents attached for assessment and evaluated for validity before the claims are honored. When disputes arise, the alternative dispute resolution procedures should be followed so that both parties will have a fair hearing. TOTAL WORD COUNT 2,046 MEMORANDUM To

Case Study

1725 words - 7 pages [Write out numbers under 10] weeks later Carl decided to review the employee packets and found that most of the packets were not complete. Seeing that the packets were not complete and that time was running out Carl began to worry. In addition to the packets being [Doctoral rule (but good advice for any academic writer)--If not a noun (as in "human being"), the word "Being" is hard to imagine; it means "existing." Try to rewrite this without using

Computer - Assisted Coding

2639 words - 11 pages from clinical language into the language of CPT/ ICD 9 CM codes. In NLP, artificial intelligence is used to extract pertinent data and clinical terms derived from text – based documents and they are then converted into a set of codes to be used or edited by a coding professional. This software is often referred to as the NLP “engine”. Coders, first, begin by reviewing suggested codes instead of coding from scratch. The NLP system allows the coder

Project Risk Managment Plan Template

1648 words - 7 pages to assist in developing project documents; they are not mandatory formats. When using this template for your project document, it is recommended that you follow these steps: 1. Replace all text enclosed in angle brackets (i.e., ) with the correct field values. These angle brackets appear in both the body of the document and in headers and footers. To customize fields in Microsoft Word (which display a gray background when selected): a

Business Communication

927 words - 4 pages the internet. The PDA has an electronic visual display enabling it to social networking include a web browser, but some newer models also have audio capabilities, enabling them to be used as mobile phones or portable media players. Many PDAs can access the internet, intranets or extranets via Wi-Fi, or Wireless Wide Area Networks (WWANs). Many PDAs employ touch screen technology.” PDAs can create word documents, keep track of meetings, keep

Business Proposal

996 words - 4 pages revenue, expenses, and financial projections.(10 marks) (400 words) Appendices – To provide relevant supporting documents and keep many articles on successful entrepreneurs (10 marks) (Word count does not apply) Oral Presentation –(20 marks) Please ensure that your assignment has A cover sheet A table of contents A list of figures and/ or list of tables where appropriate Executive Summary Business Description

Ict Project

1090 words - 5 pages suite package, but yet allows each software program to keep its own identity MS Word * Is a full-featured word processing program * Created by Microsoft and first released for windows 1995 * Offers the ability to save, edit and view XML documents XML * Extensible Markup Language * Is to coding language similar to HTLM that is used to create and edit web documents MS Power Point * Design for the macintch computer

Similar Documents

Blah Essay

656 words - 3 pages with other Microsoft technologies such as Microsoft Outlook, Microsoft Power-point, Microsoft Word and Microsoft Excel. This program also helps make presentations of data appealing by using colorful graphs. Microsoft Word is a powerful writing tool that includes many fonts and type styles, spell check, word count and can format your paper to any format that is available. You can also create documents through templates that are available through this

History 309 Essay

698 words - 3 pages that effected social, economic, or political life in the colonies. Write a 700- to 1,050-word paper that analyzes the effects of the selected legislation on American colonial life. Use at least two primary documents to support your analysis. Format your paper consistent with APA guidelines.   __________________________________________________________________________________ WEEK FIVE 5.     Resources: Ch. 27 of Colonial America

Hipaa Essay

3778 words - 16 pages their efforts to complete a Risk Analysis, Risk Assessment, and their Risk Management strategy. Following is a brief summary of the documents in the Toolkit and how to use them. A recommended approach is to use them in the order listed. Some documents are used while answering certain questions in the HIPAA Security Assessment. 1) NIST Risk Assessment Steps. Word document. A) This document provides a high level summary of the nine risk

It Kid Essay

836 words - 4 pages 1. Introduction Hardin&Lewis Law Firm specializes in workspace accidents and cases involving negligence by companies at their workspace. Every day, the lawyers at the office prepare documents for various clients and name them by the client and the date. They add their names to the files as well to prevent confusion. The lawyers prefer using MS Word, but the documents are emailed to the clients in the PDF format. So a typical file prepared