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Importance of branding as a marketing tool
Importance of branding as a marketing tool
Critically analyze and discuss the benefits and pitfalls of branding
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This article explaining emotional branding was an interesting read. The beginning of the story really grabbed my attention. I have always found it a comfort to realize that even truly intelligent people cannot understand everything and do sometimes have to ask for explanations. Although we have all been told that there is no such thing as a stupid question, except a question that is not asked, it is difficult in the business world to ask for help or an explanation, without feeling inferior, or worrying if your business colleagues will think you are incompetent.
The author actually wrote in this article that, “after years of helping companies build their brands, I’m still baffled by the reality that so many smart business people still don’t understand the power of a brand.” At first I was irritated with this statement and worried that the rest of the article would just be egotistical praise on the author and his vast knowledge. I was glad that he recovered and redeemed himself in the next sentence by stating that, “it was the first time [he] realized that the one thing that has the most dramatic impact on the success or failure of a modern-day business is also the least understood.
I completely agree with the fact that a brand is not a part of a business; it is actually the business. If a company does something to ruin its brand in the eyes of consumers, it has damaged its business and may go bankrupt. It is very important that a company is consistent with its brand. If it is not consistent with its brand, then consumers may find it hard to view that company as trustworthy. This is a rather difficult task, because branding is not something that is typically taught in business school. Trying to find a successful brand is basically trial-and-error, because there is not a definite formula that businesses can use to develop a brand.
Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”. When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways which let people feel impressed, and that are some things they need to buy. This is what Anne Norton discussed in her article “The Signs of Shopping”. People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive.
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.
Although, towards the end of the play she realizes that he merely used her for her body and his personal image. While Williams implies that Laura, also being naive and childish, is desperate to feel normal; so she gives her virginity to Jim O’Connor in order to achieve that feeling. Both A Doll’s House and The Glass Menagerie share an emphasis on sexual control through their main characters. Nora is naive in the fact that she is unaware of the true hardships faced by adults in the Victorian Era. While Laura, who was from the Depression Era, was naive, in that; she is unaware of her social surroundings and separates herself from reality. Nora was never able to grow up as a child because she was married so early, thus Nora is very childlike, as a technical adult. On the other hand, Laura plays with glass and barricades herself inside away from society and the judgments from others that come with it. As a result of Nora and Laura being childish and naive they are easily able to be manipulated by Torvald and Jim. All that Torvald and Jim want is to achieve power over their conquests, whether at work or in a relationship, they ultimately achieved their
All the characters in “The Glass Menagerie” and “A Doll House” have flaws. In “A Doll House” Nora Helmer’s main flaw is that she is very dependent on others.
Communist had a long history during the 20th century, and communism was very influential. Almost all of Asia and East Europe became Communist. From the start of the theory then many civil wars in Russia affected the whole world. Communist defined the idea of itself in many different ways, it helps many nations came together formed a party fought wars, but it also made many countries became really poor, and the economy in most of the countries got pushed back about 10 years. Communism is an economic and political system that sought to create an egalitarian society; it collapsed because of personal interest and government’s corruption.
The first difference you see between the middle and working class in education is the selection of primary schools as for some it is the first time they are going to enter into the academic world. At this point the family as a whole are entering into “unfamiliar worlds” (Jackson and Marsden, 1966, page 99) in the process of selecting and applying for schools. The middle class aim is to have their children go to a successful school with a good Ofsted report just like the working class. However it is harder for the working class to get into these schools due to a range of factors. Some of these restricting factors are their knowledge of the system and economic status or wealth; they may not have the facilities for tra...
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
Do to all these factors she feels a sense of selflessness. The mother is completely dependent upon Tom. She relies on Tom to pay the bills, put food on the table, and even relies on him to find his sister a gentlemen caller. Tom cares for his mother and sister but at times one can tell that Tom is tired of having to support them. “Amanda:... But I won 't allow such filth brought into my house! No, no, no, no, no! Tom: House, house! Who pays rent on it, who makes a slave of himself to- (p.1169). Tom implies that he is a slave working himself to death just to support his sister, mother, and to pay rent on a house that isn 't even his. Tom hated his job and would write poetry when ever work was slow. Tom felt trapped because he felt as though his life only revolved around supporting his mother, sister, and working a job
The article gives an overview of communism itself and its background throughout history. The article states that communism is a higher form of socialism and the ideas Karl Marx laid down to create a classless society through the use of communism. The article has excerpts about how Marx identified two phases of communism and how communism would eventually overthrow capitalism. The article reviews his two phases one of which describes how the working class would control society and the government; the other being Marx’s idea of, “From each according to his ability, to each according to his needs.”
Different forms of government have existed through the ages, including capitalism, monarchy, socialism, dictatorship, and theocracy. Communism is a government that developed in the early nineteen hundreds. The theory of communism is to create a government under which all people are equal. Communism hasn't achieved its goal to make all people equal.
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.
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
...& MAKLAN, S. 2007. The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122.
Social class has a major influence over the success and experience of young people in education; evidence suggests social class affects educational achievement, treatment by teachers and whether a young person is accepted into higher education. “34.6 per cent of pupils eligible for free school meals (FSM) achieved five or more A*-C grades at GCSE or equivalent including English and mathematics GCSEs, compared to 62.0 per cent of all other pupils” (Attew, 2012). Pupils eligible for FSM are those whose families earn less than £16,000 a year (Shepherd, J. Sedghi, A. and Evans, L. 2012). Thus working-class young people are less likely to obtain good GCSE grades than middle-class and upper-class young people.
Bok, Derek. Universities in the marketplace: The commercialization of higher education. Princeton University Press, 2009.