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

What Is A A Brand ?

2319 words - 10 pages

I. INTRODUCTIONWhat is a a brand ? Why we need branding ? A brand is identified as a name, term, design, symbol or any feature that identify a seller's goods or services from those of the other sellers . Branding is the goods and/or services plus added values that provide functional, economic and psychological benefits for the end-users in term of Quality, Price and Image.Definitions of a "brand" ranged from "a unique or differentiated product" to "a consumer recognized name" to "an identifiable image or personality tied to a product". Some respondents went further to assert that a "brand" is the actual relationship that a product has with the consumer, while others were more practical in ...view middle of the document...

) and also retailer's own label.(look alike products), the makers of megabrends have blinked.This is compound by the fact that brand in the 90's have been overvalued according to the accounting valuation. In April 2, 1993, when Philip Morris cut the price of Marlboro cigarettes by 40 cents a pack.. That was on a Friday (Marlboro Friday). On Monday, the stock market value of packaged goods companies fell by $25 billion. Everybody agreed: brands were doomed.So does all these news hinder an end to the era of megabranding ? Are brands dying and brand building is dead ? or is these an indication of a new era of brand building & managing ? and the turnaround in brand fortunes can be explained by market changes(ie: better informed & educated customers, the speedy response of imitators and increase retailing power.) couple with the generally poor brand management I will discuss the arguments for & against the statement concerning the dearth of branding.II. ARGUMENTS FOR THE CONTINUES FORCE OF BRANDING.Branding is currently at a crucial phase. The core principles of branding will remain the same but the actual execution of brand strategy will evolve to suit the changing consumer and the changing marketplace. This may involve re-evaluating the brand across all its different aspects. A brand will have to be benchmarked against the needs of the consumer within the framework of the marketplace.The Brand ExperienceA brand represents an experience for consumers and, as such, becomes less associated with an individual product or service than the brand values. company's manufacturing competencies become less relevant than its ability to understand consumers and to manage a brand. Production can always be outsourced. In practice, it means that a brand can be extended across seemingly unrelated product and service categories if it maintains the same core brand values. Virgin brand which started in record retailing, moved into the associated areas of record company, film and video before the first significant strategic discontinuity with the launch of Virgin Atlantic. Since then, the brand has been extended into soft drinks, vodka, television and radio, financial services, rail travel, clothing and cosmetics.The Differentiated BrandDifferent brands will need to use different forms of differentiation and for different consumers. There will also be a trade-off between short-term competitive advantage and long-term differentiation. Service aspects will be the key to securing brand differentiation in the future. Branding is about providing a means of differentiation. This will become increasingly vital as the market and, in particular, the competitive situation evolve. Sustained differentiation will also enable a strong defence against me-too products(imitator & look alike). A low price may become less a means of discrimination than currently. Information about pricing will be more easily available, even automated through intelligent agents. A low price...

Other Essays On What Is A A Brand ?

Essay About Jacksonians Presidency And What A Jacksonian Democracy Is (Timed Essay)

409 words - 2 pages hand to voters, yet once again denying the rights of blacks and Indians. Jacksonian Democrats appealed to the 'common man'. But the common man was a white male.Throughout the age of Jackson he did successfully promote political democracy, equal opportunity, and personal liberty, however, he only appealed to what he thought was the 'common man'. This 'common man' was a white male, and thus all of his accomplishments excluded and sometimes harmed everyone but white people.

Volcanoes, What is a Volcano,The types of volcanoes,How are Volcanoes formed,How is magma turned to lava

397 words - 2 pages THE Types of volcanoesThere are three types of volcanoes shield, cinder cones and composite volcanoes. Shield volcanoes are large volcanicForms with that are broad at the top and have low, sloping sides. This type of volcano is caused by slow, basaltic lava flows.Cinder cones are cone shaped volcanoes some are no more than a few meters and others get as big as high as 610 meters sometime more. Most of the tallest volcanoes are composite

"Clan of Resident Aliens" - A survey of what a true American is, with actual personal reflections from the perspective of a fully assimilated immigrant from Europe

534 words - 3 pages I belong to a Clan of Resident Aliens. My neighbor is a former Russian communist, my gardener is Hispanic and my best friend is somewhere in between. As for me, I?m supposed to be an American, one that was born some ten thousand miles away in an undersized, under-populated, under-represented republic called Armenia. Am I really American? What is American? On October 10, 1492 a man named Christopher Columbus landed in America thinking he

What is a man profited if he shall gain the whole world and lose his own soul?

445 words - 2 pages education in philosophy, law, physics and so on. What he has gained is the power to do magic, but what he has lost cannot be substituted by anything. So, doctor Faustus gains power only during his mortal life on earth, which is not worth selling his soul. What he profits from all this is petty and miserable when having in mind that the price he pays is eternal and everlasting pain and torture of his soul. It is too great a price to pay for such a

A Revolution Is Like A Hurricane

1061 words - 5 pages A Revolution is like a HurricaneBy Adin BonapartA hurricane is like the French Revolution because a hurricane gathers strength out at sea until it reaches the shore, reshaping the surface of the land. Prior to 1789, the frustration of the French people was building like a hurricane out at sea. All the people in the Third Estate were heavily taxed and did not have the king's support. The French citizens, or Third Estate, made up 95% of the

Is Computer A Blessing Or A Menace?

357 words - 2 pages Today, computer has become an indispensable tool. For any job, computer knowledge has become a pre-requisite. Indeed, computer is a blessing. However, its misuse can lead to it being a menace.Nowadays, computer is the biggest means of communication. You can talk to your relatives and friends as if they were sitting in front of you. However, many children keep sitting on the computer for many hours due to which they get prone to headaches and the

This Essay Explores The True Nature Of The American Revolution. What Is Really A True Revolution? Or A Conservative Cahnge In Leadership

1051 words - 5 pages The American Revolution is sometimes called the "historical oxymoron" (essay,p1) because people look at it as not a total revolution, but more of a conservative change in power in the new world. The colonial Americans fought England for control of the land they lived in and to run things their own way, but after a brief period of anarchy under the Articles of Confederation, America was being run by a very similar system that the colonists had

Is Daycare A Viable Option

714 words - 3 pages need to learn this lesson of life at a young age is a ridiculous assumption. Children raised with a parent at home learn what responsibility is all about. Going shopping, paying bills, doing the family errands, and chores teach children the many tasks that make the family a social unit. Children can meet and socialize with other children at such places as Sunday School, story times, etc. Children like adults learn to adapt or adjust to the

Is Healthcare a Fundametal right?

513 words - 3 pages Is Healthcare a Fundamental Right? 1. ● Young people who don't have jobs deserve health care ● Everyone deserves to live ● Everyone should have a right to basic health care ● Everyone should have access to healthcare ● Health Care should be more affordable 2. ● Everyone should have access to health care but not the right to it ● Healthcare is not in the Constitution ● Some people could overuse the

What Makes A Monster? Mary Shellys "Frankenstein"

522 words - 3 pages gives them scares us. I mean, I know if I came face to face with a 10-foot tall slimy alien, I would be terrified of what it might do to me. It's not like a house dog where I know in most cases it just wants to do is sniff or lick me, this alien might want to blow me to smithereens with a ray gun!Another reason why people in the book Frankenstein were so frightened of the monster was because, let's face it, people during that time period weren't

Architecture - What Makes A Buildling Green

4150 words - 17 pages panels. Once the standard, single pane glass is usually available only as an option, whereas double pain insulated glass is the norm.Under very harsh environments triple glaze glass is available. What material or substance placed between the panels differentiates dual glazed window systems. With the injection of a noble gas like argon, xenon, or krypton between the panels, the conductive resistance of the window improves. Suspending a polyester film

Similar Papers

What Is A Juvenile Delequient Essay

833 words - 4 pages things guaranteed with the birth of a child: they are to instill moral values in (into) the child, to teach tell the child it right from wrong; and to be responsible, at least financially, for everything involving the child until he is eighteen. What then, prevents (is holding the) modern society from holding the parents equally (just as) responsible for their children for a crime just as if the parent had did it? What then, prevents modern society

What Is A Witch Hunt? Essay

476 words - 2 pages A witch hunt is the searching out and persecution of supposed witches. It can also mean the harassment of those with unpopular beliefs. I am not sure what causes a witch hunt to occur. Some believe that people embark a witch hunt to find a scapegoat to their problems, others believe that it is just a mass hysteria that spreads like a disease. Anyone can be subject to a witch hunt. From people of a certain decent that others do not like to women

“Many Films Are A Bad Influence On Young People.”What Is Your View?

584 words - 3 pages "Many films are a bad influence on young people."What is your view?The film industries of the world are developing day by day. Today there are so many films being produced that you can barely keep count. Some of them are for the benefit of the community but most of the films have a bad influence on the young people as well as on the community. These films are responsible for increase in violence, crime, illegitimacy in the society. And I

What Did Marx Mean By The Statement That 'capital Is Not A Thing, But A Social Relation Between Persons'?

2416 words - 10 pages work they do while employers are able to generate profits which they appropriate for their own purposes.According to Marx, capitalism is intrinsically a class society; and the class relations upon which it is founded are intrinsically ones of conflict or struggle. Marx was not clear on what he meant by the term class, but it can be seen as a group of people who stand in a common relationship to the means of production. According to Marx 'The