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If Cuc Were A Person Essay

1843 words - 8 pages


It is surprising to see how brands continue to stimulate interest although so many prophets and experts have recently claimed they have no future. Today, all business managers are supposed to have attended conferences on Efficient Consumer Response (ECR) und Customer Relationship Management (CRM), customer equity, relationship marketing, customer database management, e-relationships and proximity marketing: all these new tools criticize the old brand concept and focus on the most efficient techniques to serve the most profitable customers. They claim ...view middle of the document...

Finally, A Ehrenberg (1972) has shown through 40 years of panel data analysis that product penetration is correlated with purchase frequency. In other words, big brands have both a high penetration rate and a high purchase frequency per buyer. Growth will necessarily take these two routes, and not only be triggered by customer loyalty Brands are somewhat obscure by definition. Some suggest that the term incorporates everything a company does and stands for and some take apart the concept into smaller, easier to measure, sub-categories. These sub-categories are related to the company, company leadership, employees and all identifiable attributes of the company. Even though there are many different approaches and views on what brands are, it has been stated that the concept is highly dynamic and prone to change by nature. A brand is not only something that incorporates the product, name, or logo. It is a concept that drives the whole organization and thought processes associated with it. It combines communication and action (Radikaali Brändi; Malmelin, Hakala 2008).
A brand is a combination of corporate behavior and values, the technical functionality and quality of products and the intangible promise the company instills in their products for customers. It is a combination of tangible and intangible attributes and seeks to create a positive connection with the customer in order to create incentive for customers to use the products of the company in the now and in the future.
In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. The next subtopic will deal with a brief history on Central University College.

In 1988, the Central Bible College was born. In 1993, it became the Christian University College and became the Central University College (CUC) in the year 1997 after a change of name. Central University College (CUC) is a privately owned university college in Ghana. Owned by the International Central Gospel Church, its founder and Chancellor, Rev. Dr. Mensa Otabil  has within the last two decades, emerged as a leading voice in African Christianity advocating for a proper synthesis of Christian religious expression and the translation of spirituality into practical everyday action. The Idea of CUC was birthed in 1988.
CUC started as a short-term pastoral training institute mainly for pastors of ICGC. It became a Christian University College in 1993 expanding its programs over the years to include the academic study of Christian Theology, Business Administration, Economics, Computer Science and a select number of modern...

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