Contemporary Brand Management

7413 Words Dec 30th, 2010 30 Pages
Contents Page

Section……………………………………………………………………………….. Page Number

1. Introduction……………………………………………………………………… 3

2. The Brand………………………………………………………………………... 3-4

3. Brand Positioning………………………………………………………………… 5-8
3.1. Positioning Strategy……………………………………………………….. 6-7
3.1.1. McDonalds………………………………………………………….. 7
3.1.2. Burger King…………………………………………………………. 7
3.1.3. Greggs
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The Author focuses on the fact that gain is brought on by the “perceived added value” of the brand. How do the perceptions of the consumer change when they know that the product is Nike, Adidas or Umbro? The tangible benefit of the product itself is put to the back of their minds and instead the brand name is of major importance (Kapferer, J, 2004, p.10).

(American Marketing Association quoted in Schinduette, M, 2009, p.169). States “that a brand is a name, terms, sign symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and differentiate them from those of competition.”

Is it just the symbol or sign that differentiates a brand from the competition, rather than the products that is produced as well as the packaging and marketing communications carried out by the brand?

Schinduette (2009) also focuses on the intangible attributes of the brand rather than the tangible ones for example, emotion, conscience; personality of the brand and what the brand stands for. He states that despite how simple or complex the product is; it still offers the consumer a complex mix of “functional, symbolic and emotional values” and rewards.

There is a crucial difference between a product and a brand “A product is a physical good, service, idea, person or place that is capable of offering tangible and intangible attributes that individuals or organisations regard as so

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