Brands essentially start off as products made out of certain ingredients. Over a period of time, brands are built through marketing activities and communications. They keep on acquiring attributes, core values and extended values.
Branding makes it easier for consumers to identify products and services. Brands ensure a comparable quality when products are repurchased. Brands simplify a consumer’s shopping. Choosing a commodity is far more complex than choosing a brand. The firms find that brands can be advertised. The firms also get the advantage of recognition when brands are on the shelves of the retailers. There is no confusion between branded products amongst consumers. Branding makes price comparisons difficult. Good brands help build
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a corporate image. Branding gives added prestige to the marketer. Branding also gives legal protection to the seller. Brand loyalty protects a firm against competition. Branding enables a seller to segment the market. The distributors prefer branding as an identification tool for vendors, as a convenient tool to handle the products. These are some of the factors which encourage the sellers to brand their products. Brand evolution has interesting history.
In ancient Roman and Greek society, shopkeepers hung pictures above their shops of the products they sold. There was a high degree of illiteracy in those days; the pictorial representation did help the buyers. Each retailer then started developing symbols to represent his speciality. This led to the development of brand logos. Logos are shorthand device indicating capability of a brand. The trend is continuous even now.
In medieval times, craftsmen put their marks on products to indicate the skills which went in to making them. Branding based on the reputations of craftsmen has existed over the centuries. Thus suppliers started distinguishing themselves. Branding was used as a guarantee of the source of the product. Later it came to be used for legal protection against copying and
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imitation. Trademarks now include works, symbols and package design, and are registerable.
Branding was associated with the mark put on cattle by red hot iron as a proof of ownership, and this must have influenced Oxford English Dictionary’s lexical meaning of a brand as an indelible mark as proof of ownership, as a sign of quality or for any other purpose. Ranchers in the old west used brands to identify their cattle. As fencing was not invented, this was the only way to mark their valuable property. Brands thus became differentiating devices, and remain so even today. They identify the products of one seller or group and competitors. Brands can be a name, term, sign, symbol or design or any combination of them. Classical brand management developed in the retail grocery stores. Manufacturer-retailer relationship underwent transformation in the wake of the Industrial Revolution. Wholesalers were a dominant force then. Manufacturers sold unbranded products to the wholesalers and had little contact with the retailers. But technological advances enabled manufacturer to mass produce goods in anticipation of demand. They questioned their reliance on wholesalers. They tried to protect their investment by branding their products, and by patenting them. They tried to bypass the wholesalers by advertising these brands directly to the consumers. Advertising then focused on creating awareness of a brand, emphasising its reliability, and guaranteeing that branded goods were of a consistent
quality. Manufacturers also began to appoint their own salesmen to deal directly with the retailers. All this happened by the second half of the 19th century. The power shifted from the wholesalers to the manufacturers thanks to the branding process. Manufacturers took efforts to create brand awareness, and to make their brands different from those of the competitors. They also strove to maintain a consistent quality level. Brands came to have three dimensions-differentiation, legal protection and functional communication. After the World War II, the consumers hankered after the goods which were short since resources were diverted to the war efforts. People started life afresh and wanted security. Family provisions were a desirable objective. It augured well for the manufacturers. Many of today’s great brands emerged in this period. Brand management became a respectable subject.
Purchasing a physical book versus a digital copy, what differentiate these two items? In Christopher Groskopf’s article, “True or false: If it’s on your phone, and you paid for it, you own it” argues that digital owners’ rights have been limited by the Terms of Service(TOS) that they signed before purchasing the material. The digital owners have become mere users due to the TOS. This article will be analysed using Aristotle’s rhetoric arguments which are logos, pathos and ethos.
Ethos is a rhetorical device authors use to establish their credibility to speak authoritatively on a topic. To strengthen their arguments, they also use logos, or logical arguments and scientific data, and pathos to create an emotional reaction in the audience. In the ERWC Juvenile Justice unit, four different authors, with four different levels of ethos, discuss whether or not juveniles who have been charged with murder should be tried as adults in the adult court system. Most argue that minors should be tried in the juvenile court system, while one demands that adolescents who massacre innocent victims spend the rest of their lives in prison. After closely reading each author’s opinion, it is clear that Paul
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
would be Big Brothers Big Sisters focusing on the tactics ethos, logos and pathos to demonstrate the effectiveness the organization has on the children who partake and the potential it has to help change future generations. Some strategies Big Brothers Big Sisters could use within ethos include credibility, this would be demonstrated by having past children who have been through the program and are now successful coming to talking at local schools where poverty is more prevalent. A factor for logos would be focusing in on the target audience, the people they want to gain interest in the organization. Lastly, a factor that would best support pathos for this campaign would be repetition, constantly making who the children are and where they live
Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
Politicians and government institutions have been around for over thousands of years. Such organizations and public figures hold tremendous value to society and the individuals within those societies, usually exercising great influence in how local, state and federal government conduct business. Their role as political figures in a democracy is to represent the mass public in different issues, and in order to convince their audience to support a particular matter they use various tools such as diction, tone, and appealing to one’s ethos, pathos, and logos. A series of variables (including audience, purpose, and situation) influence the approach a politician takes in order to communicate their ideas to the public. While Hilary Clinton, Donald
The question as to whether humans are emotional or rational beings when it comes to decision making has been widely studied and debated extensively throughout history. In today’s world emotion is usually associated with weakness and vulnerability. Rationality and logic are universal. Everyone uses the same logic (although some people use it more than others), but morality and feelings are unique and personal. They stem from our personality structure, values and are what make each one of us different from one another.We are cognisant that using our emotions to sway our decision making is wrong, and that we should strive to be more analytical and levelheaded; emotions tend to cloud our ability to make the proper choices nonetheless. The truth
Good writing is an elusive topic that is always changing as we learn. The biggest aspects of good writing are genre, audience, purpose, and the three appeals--ethos, pathos and logos. Good writers need to write within a specific genre and the conventions that come with it. Good writing also considers the audience and potential secondary audiences. Purpose plays into good writing because without purpose writing is pointless, a good writer needs to know what they are trying to accomplish and who their writing is intended for, so this is closely tied to audience. Finally, good writing requires a balance of ethos, pathos, and logos that depends on the situation. There are many aspects of good writing, and they change based on the type of writing.
According to Alderson (2005:320) critical reading involves “…identifying the function of a piece of writing, recognising author’s presuppositions and assumptions, distinguishing fact from opinion, recognising an intended audience and point of view, and evaluating a point of view…”. Critical reading means reading with the goal of finding deep understanding of a material, whether it is fiction or nonfiction. It is the act of analysing and evaluating what you are reading as you make your way through the text or as you reflect back upon your reading.
A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.
What is brand? Brand is a trade name which can distinguish from other product or service (Intellectual property office, 2013). Another meaning of the brand is to convey the promise or message to the customer (Intellectual property office, 2013). A powerful brand can lead the company to go further in the industry and it can develop the company's potential (Temporal, 2010). Therefore, brand is a signifying of the company.
... all the existing meanings and definitions of brands are provided. The history and evolution of brands are also looked upon.
The term 'branding' in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers 'branded' their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans 'branded' their products, for example, expensive silver tableware. Smiths 'branded' their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well.
Product is the core of marketing, which including tangible goods like food or drinks or intangible services, as it is the major way to embody customers requirements; and, branding is directly associated with it. In fact, branding is all about decisio ns of products, like brand names or trademarks. Stork (2007) asserted that a brand is a unique business identity which represents the personality, quality or origin of products. And, such a product which added value by branding would appear in every activity of marketing, namely, branding is actually react on the whole marketing system directly and indirectly.
Branding on consumer purchase decisions. In order to comply with this a questionnaire was prepared and survey has been conducted among 100 respondents and data revealed that brands have strong influence on purchase decision.