Evaluate 6.1, Branding
Dennis McKeon
Southern New Hampshire University
Abstract
This document will discuss the marketing theorem: Successful brands are built on successful products.
I agree with the theorem that successful brands are built on successful products entirely for some product categories but partially for others. Products which meet a genuine customer need can become successful brands with minimal marketing effort by merely having a solid product that meets a need. Products which fulfill a desire must work on their branding in order to become successful
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4. Esteem needs can also be met by the company Facebook. This company allows me to advertise my educational and relationship achievements as part of their product.
5. Self-actualization needs are met by Google. The Google search engine allows me to solve problems, be creative and fulfill a spontaneous desire with its research tool.
Additional evidence of successful brands, being built on successful products and providing a valuable function can be seen when a company innovates, regardless of the industry. A recent example of a successful innovative product is the iPhone from Apple. Apple redefined what a phone or even a computer can be with this product. It is also one the most valuable companies in the world today in both dollars as measured y its stock price and brand equity as measured by the Millward Brown Company in 2012. (Hughes 2012) Apple continues its success of the iPhone and brand by introducing brand extension products like the iPad or iPad mini while avoiding brand dilution. Another product example is the drug Lipitor from the Pfizer Company. Lipitor provides a medical need for consumers with high cholesterol and provided Pfizer with $12.9 billion dollars of revenue in a peak year. (Loftus 2013)
Successful brands build successful products when the product is one that the consumer desires as opposed to needs. Companies selling these types of products must put additional effort into marketing activities like brand
Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.
According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends
Personal branding is a concept that is geared for all people. It is not just for famous people. Suze Orman started off like a normal person, but now she carries a strong name brand. A simple person who wants to be successful and start branding their name. Years later, they may become a normal brand name in someone household. The high increase in online searches and social media platform, personal branding, is relevant. According to Cohen (2014), personal branding is a necessity and marketers need to learn to understand branding. Cohen (2014) stated personal branding is required to establishing a good reputation with the consumers, with a good reputation that will be credibility, and personal branding is about enhancing longevity. This paper will discuss what is needed in personal branding to be successful and why personal branding is important.
Race and racism have been around since mankind made its first steps on the planet and it has brought upon violence, submissiveness, cruelty, and sexism into the world. A great representation of these themes and issues was brought by LeRoi Jones, who wrote “The Dutchman”. The play itself is a great representation of the relationships of races in America during the 60’s and can even been connected to today’s society. The Dutchman mainly focuses on the black-white relationship but can also be drawn to other cultures and races. I, myself, can also relate to what LeRoi Jones wrote in one way or another. Being a different culture and not being accepted was the first façade of America that I got
Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.
The definition and importance of brand has been discussed by many scholars. Kotler (2006:334) defined Brand as ‘a name, term, symbol or design which helps the sellers to differentiate its products and services from its competitors’. Duncan (2008:70) claimed that a brand is a perception of a company or a line of products and services which is result from the experience and information. About the importance of brand management, Groucutt (2005:120) stated effective brand management can help a company gain and sustain competitive advantages. According to branding; the corporation can obtain legal protection through copyright, trademarks and patents. In addition, the company can also add value to its product and services. Furthermore, a brand can help the company to differentiate its
Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates
Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.
Desk research allows us to collect information from competitors’ websites in terms of promotional methods and industry monitoring, information is also collected through Census, the Bureau of statistics and Council statistics.
So you're ready to get your first car! Congrats, but do you really know everything that is involved with the purchase of a vehicle. To someone who is new to this world, there are a lot of important factors to consider when buying a car. Read on and learn some helpful hints and tips.
Many consumers swear their allegiance to brand names. Branding is the marketing tool many companies invest in to become an in-demand product or service on the market. According to Ogden & Ogden (2014) “The use of branding has become more important because customers relate to a brand on an emotional and personal level” (p. 305). Marketers understand the relationship between consumers and an emotional bond with their organization’s product. Marketers use the relationship to drive their brand to gain recognition and acceptance. Recognition and
“This ranking has elevated the importance of building brands among some of the world’s most successful companies,” says Millward Brown Global CEO Eileen Campbell, Global. “CEOs and CFOs around the world should be asking their brand and marketing teams how they can leverage brand to both protect and grow the business.”
What is a brand? According to the American Marketing Association (AMA) a brand is 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” (AMA, 2004). These identifiable elements are called brand elements.
This essay intends to define brand strategy and if a brand strategy is possible for all brands. It will also look into the ability and level to differentiate between different kinds of products and look into how a brand strategy can bring success. Furthermore the essay intends to shed light on whether or not these themes are transferable to all products and services.
According to Kotler (2003: p420), a successful brand name is essentially a marketer's promise to deliver a specific set of features, benefits and services consistently to the buyers'.