Brands Are Machines for Delivering Quality Earnings at High Margins

Corporate brands can increase the company’s visibility, recognition and reputation in ways. The brands add economic value to the variety of products and services. When the brand works, it expresses the values and sources of desire that attract customers. The followed charts have fully demonstrated this point.

For new companies to enter the marketplace where Coca-Cola and Pepsi control the majority they need to spend time heavily on branding. The company should be easily recognizable on shelves by name and packaging. Taking, for instance, Voss Artesian Still Water, this water basically like any other water bottle, but the company decided to place the water in glass cylinder bottles reusable for use noticeable to consumers to grab their attention. A company should also give consumers a variety when it comes to their products whether it be types of drinks or flavors. Consumers like that can pick and choose what they want and they can choose with an array of options from sodas, teas, energy drinks, or sports drinks. With the negative connotation that soda drinks receive and slowing sales beverage companies should look toward the future when entering the beverage market and give consumers other options when purchasing

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

The economic base over the past fifty years has undergone a major shift from being production centric to consumption centric as consumers have made a transition from the sphere of rationality to the realm of desire and wants. This shift has contributed significantly towards the birth of an economy driven by people, making it resoundingly lucid that customers are now in the seat of power, compelling industries to treat ‘customers as king’ by offering them their desired products at the demanded place and time. In such markets where industries are producing homogenous products and competing against each other to satisfy the needs of ever demanding customers, branding plays an imperative role (Lafferty B,2001). It is branding that provides companies the competitive advantage by contributing towards image creation, creating differentiation and customer recognition thereby highlighting that branding in present day is paramount (Shipley D; Howard P ,1993)

This paper seeks to provide a detailed discussion of the art of branding from the “Institutional Era” to the current, “Human Era”. Currently, the brand is a cultural icon as well as a social phenomenon (Vassallo, 2008). The paper will account for the upcoming of the “Human Era” from the “Institutional Era” in the strategy of branding. The paper will as well provide a clear and elaborate discussion of the different marketing and operational tactics that organizational managers are using so that they can efficiently shape the future of

This is why it’s essential for brands to get to know their markets, their buyers & the brand elements required of them, in order to build and create effective branding strategies. The following essay discusses this further.

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This study provides a detailed examination of the highly debated academic conceptions of the notion of brand

A brand is not only a combination of names, slogans, logos, packaging, advertising and marketing that together give a particular product or service a physical, recognisable form, brands have a cerebral dimension, which is the reputation they a consumer’s mind. Brands must engender trust and loyalty if they are ultimately to be purchased. (Williams 2000). Therefore, what would be considered a successful brand is one that signifies the relationship between the company and the customer and requires intelligent, strategic and coordinated decisions in many areas of marketing (D et al. 2008). A brand identity serves as a way to communicate the values of a company or service to people and for this reason, is a vital part of any business. (Markovich 2016)

"Brands are machines for delivering quality earnings at high margins" Tim Broadbent. 'Advertising Works 2000'.

Branding is designed to increase a firm’s profitability by increasing the premium associated with the pricing of a good or service, and or by increasing the sales of a product over and above those sales that would have occurred through standard marketing efforts. However the biggest incentive to brand is that the cost of branding declines over a period over a period of time. In the short term the cost of branded good is more that non-branded goods but over a period of time these costs decline and the premium earned from branding is much higher. Thus it can be said that it’s much easier to maintain a brand (reputation) than to build one up. One of the reasons for declining costs could be increase in trust of the consumer. The fact that branding costs decline overtime earns a company ‘brand equity’. Brand Equity is a function of both the intensity of the branding efforts and the amount of branding saturation that occurs. So a company may be willing to brand and incur higher initial opportunity costs, and lower expected profits, in order to achieve a greater stream of profits in the future.

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.

A brand is also a kind of promise. It is a set of fundamental principles as understood by anyone who comes into contact with a company. A brand is an organization's "reason for being." It is how that reason is expressed through the various communications to its key audiences, including customers, shareholders, employees, and analysts. A brand should also represent the desired attributes of a company's products, services, and initiatives. Many businesses try but fail to create a successful brand. Here are ten of the most common mistakes:

Brands have always served as sort of an emblem to consumers, that there would be a certain quality associated with that symbol. There are still many many popular brands today that are able to be distinguished but, brands are standing out among the rest by gaining a strong positive reputation which far exceeds the quality of there product. Brands ensure that they will provide consumers with a standard quality, and if they fail to do so their reputation is tarnished. Brands fight for our money ever day and try to stand out by focusing more on innovation to one up the competition. Brands also largely battle with price, which is a large part in the consumer decision. The brand and quality must be worth it otherwise customers will be lost to the competition. Brands protect their consumers simply because they provide an innovative product that differs from the competitions product. At the same time, they are ensuring that the quality is worth an appropriate price. This creates a strong and loyal customer base that will surely build the brand a positive reputation.

The definition ‚branding‘ is often used as the blanket term from general marketing of a product to a name change or logo creation and helps the business to define the company’s position in the market. (Davis, 2009) In a world with such an excessive variety of products and services, we are all focusing ourselves on brands, because they promise us quality, security and guidance. Therefore branding has become so strong that nowadays hardly anything goes unbranded and it is clear that brands have far greater chances to survive than so-called No-Names. They exist in the brains of the costumers, because they are clearly and unambiguously positioned. To succeed in branding you have to realise what the needs and wants of your customer are. In the best of cases individual brands manage it to be a synonym for a whole product category. Well-known examples include ‘Tempo’ for handkerchiefs or ‘Fairy’ for washing-up liquids. (Unternehmer, 2010)