Evaluate the Importance of Branding, and Brand Loyalty, to Successful Marketing.

Brand equity is a business having the clout and power of its product(s) to leverage that equity or clout for its need to raise capital or increase customers. Developing brand equity is important because it allows companies to interact with their customers in order to induce loyalty which increases the growth of a company. Every company, established ones as well as start-ups have the ability to create brand equity. It is especially important for start-ups because in the first step of business, they would want to ensure that

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

Brand equity is a consumer-based concept (Elliot 2017) and strategic asset of a company that encompasses the idea of the added value a brand contributes to a product. Influenced by consumer choices, it is the characteristic of a brand that indicates high levels of performance and determines the success of companies.

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”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

One thing that can make or break a company is its brand equity. Brand equity is the value that comes with the familiarity with a company’s branding and the feelings consumers have towards that brand (Brand Equity, n.d.). A company with strong brand equity usually gives consumers a sense of reliability and value; causing a higher inclination to purchase its products. It usually takes

Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from

In the theory, it defines 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 the offering from those of other competitors. Simply put, branding is one of the most important aspects of any business, large or small, retail or B2B, which is the promise to customers and tells them what they can expect from the products and services. (Lake, 2015) (Williams, 2014) Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand.

I hereby declare that this dissertation is my own original work and is the result of my own investigations. This dissertation research was conducted to fulfill the requirements of BA (Hons) in Business Administration (Marketing) associated with University of Wales.

According to Dr Jane Leighton and Dr Geoff Bird (2012) investigated three processes which were the impact of reduced branding on consumer choice, the impact of increased non- branded information on consumer choice and the impact of copycat branding on consumer choice. Data was collected from 35 participants. To collect data for the processes methods like attention, look duration and recognition of consumers were used. The first process which whether consumer choice is affected by the reduced branding on the packaging resulted in positive as reducing branding could have a detrimental effect on consumers attention and ability to recognize the brand. The result of the impact of increased non- branded information on the packaging showed that it will have a small effect on consumer’s recognition of brands. The final process which was the impact of copycat branding which is brands that are perceptually similar to other established brands, has positive effect on the brand recognition.

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.

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

The consumers in 21st century are very much brand conscious in whatever or wherever they purchase the products or services. The word brand comes out of the value of the products is higher among the existing products or the services (O’Reilly, 2011). The branding has unique feature which differentiate it from the other products and buyer of which also separates from the

Branding does not only provide consumers with better knowledge about the product but it also help the consumer in his decision making. It gives good important different qualities to help the consumer

This business report is focusing on marketing concepts as a fundamental and motivation of a firm which had been done when they offer their products to the market as well as what needs to improve to make it better in the competition. The first concept is price; define as a status of the quality of a brand. The second concept is product which will be offered to the market and get customers’ attention to buy it. The third concept is brand; define as a symbol or logo to distinguish the products easily.

Brand design plays a crucial role on the customers’ purchasing decision. The brand design is the tool to promote a product by any organisation that can either attract the customers or resist them to buy the product. The chosen topic is considered to evaluate the importance of branding for any product in UK and US. As opined by Kapferer (2012, p.76), Brand Design is important when trying to market a new product or service in the market, which is new or already exists.