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An essay about branding
An essay about branding
An essay about branding
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A brand is a symbol, a word, an object and a concept all at one and the same time”. Brand figurative aspects like packaging, colors, logos, emblems, design, etc., are signs that the marketers use to communicate their intentions to the customers. There are various examples of brand like Coca-Cola, Pepsi for soft drinks; Hero, Honda for motor cycles,
Titan, Citizen for watches, Maruti Suzuki, Tata for four wheelers.
The American Marketing Association describes a brand as a ‘name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition’.
A product is a physical item that lives in the real world. A brand is a perpetual item or entity that lives in the consumers mind or brain. Brands are drivers of competitive edge. ‘A successful brand is a name, design, symbol or some combination which identifies the product of a particular organization as having a sustainable different advantage’ (Heinmann, 1991).
Brand name and identity is an important indicator of consumers’ knowledge about a brand, the strength of a brand’s presence in the consumers’ minds and how easily that knowledge can be retrieved from memory (O’Guinn, Allen & Semenik 2009). It is the probability that consumers will easily recognize the existence and
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A more attractive product has more consumers. How it look different from other products? Consumer buys those products which are more beautified. It is estimated that we do not pay any attention nearly half of available products in the market or a particular store. According to Alamgir, Nasir, Shamsuddoha, and Nedelea (2010), people often purchase branded cars because they are aware of the brand performance. Their study was on influence of Brand name of purchasing of cars. According to Krizanova and Stefanikova (2012), market information is used and then brand is positioned in
Consumers become more interested in what brand they buy, and that what they want does not reflect their needs. While there are different products having the same features, people are still giving attention to the brands’ name. When people go shopping at the mall, they do care how the stores present their commodities, which brands use to target their consumers, especially women, and teenagers because they spend more time at the mall, so they are more likely to spend money on useless features’ commodities. Shopping at home, the salesperson explains the features of the product so that another will offer to buy it. Also, at home is the easiest way to buy useless
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.
A brand logo is a graphic symbol being used by organisations including businesses to represent and promote their establishments, and more importantly to create an unique identity of their products and services. The effective use of logo enables the company to engage the customers with a distinctive way and associate it with a brand name and slogan.
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.
Brand Guidelines Tim Russert Department of Communication & Theatre - John Carroll University Team: Megan Stechler, Ryan Dadich, Rose Dolan, Ruth Klein & Mason Cross Brand Vision Brand Vision is the foundation of brand building and the strategic planning process. David Aaker, organizational theorist and professor at University of California Berkeley, defines brand vision is “an articulated description of the aspirational image for the brand; what you want the brand to stand for in the eyes of relevant groups” (Aaker, 2014, p. 25). Through brand vision, a brand is able to build a strong foundation, plot its future path, and add proof points to define its identity. The core elements represent the essence of a brand, highlighting the most important
The source of the brand features is in a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth.
Universally, a brand is a set apart representation that represents a product's ability to stand out (Ghodeswar, B. M., 2008, 17(1), 4-12). Comparatively, every single business use logos, marks, or names, to differentiate its products from others. Moreover, our corporation produces vanilla-white yogurts with the brand name of Delightful yogurts and it was their very first product to enter the marketplace. The Delightful yogurts popularity grew better than expected in the marketplace, thus becoming a household brand name; this leads the Delightful yogurt corporation to perform a brand extension of its yogurts. Therefore, the corporation launched a variety of flavors and colors that included Banana Berry-yellow, Kiwi Lime-green, Mango Tangelo-orange,
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
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.
Lastly, brand awareness is a crucial consideration. And It may be thought of as a consumers’ ability to find a brand within a group in adequate detail to make a purchase. It is important to remember that adequate detail does not always need identification of the brand name. Often “brand awareness is no more than a visual image of the package that stimulates a response to the brand.” Moreover, recall of the name is not necessarily required because brand awareness in which can try via brand recognition. According to Emma Macdonald and Byron Sharp (2003), suggested, when a brand is recognized at point of purchase, its brand awareness does not need brand recall. This is a major point in the consideration of brand awareness as the most important communication objective. In fact, the difference is misunderstood by marketing and advertising managers. The difficulty is to relate to the essential difference between recognition and recall, that is extremely important to advertising strategy. Brand recognition and brand recall are two separate types of brand awareness. The difference depends upon the communication effect that occurs primarily in the consumers’ memory.
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.
Brand is the name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of others. Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol, and was subsequently used in business, marketing, and advertising.
Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing". In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the question.
This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility.
From the study it is clear that people often purchase branded products since they are aware of the brand performance or perhaps they have a good past experience about the brands. This makes customer’s become loyal with the specific brand.