Managing Brands (Pros and Cons of Brands) Essay

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.

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

Nike is a world famous company, known for their high quality of sleek athletic shoes. They are the biggest shoe company in the world and are an industry leader. Nike is a huge global corporation established in 1972 by former University of Oregon track star Phil Knight. Nike is now a leading marketer in athletic shoes and appeal around the globe. They make 27.8 billion dollars in annual revenue and sell their products in more than 140 countries.

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

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.

Regarding the issue of consumer behaviour, organisations could improve their perceived quality of their brands (Keller 2001) whilst adjusting their marketing strategies to enhance the brand image (Simmons 2007)

This is particularly important for a company like Nike, which is facing significant pressures from consumers and stakeholders to show high levels of corporate responsibility, whilst also under significant market pressure to be cost competitive and to ensure that it can still compete in difficult economic conditions. It is expected that the mainstream CSR and business ethics theories will not be directly applicable to Nike due to its specific and high profile market position, and if this is the case then the research will make a significant contribution to the literature in this area.

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

Earlier companies use to concentrate on making a brand image is to only entice new customers but these days theories have turned around. Maintaining the brand has become one of the prime targets’ for marketing professionals in order to gratify existing customers.

As far as marketers are concerned, there are few American companies with marketing campaigns that rival those of Coca-Cola and Pepsi. The longevity and prosperity of these two competitors is enough to inspire countless business’ to model their own companies after these icons. This paper will detail some of the business aspects that have helped Coke and Pepsi to thrive, as well as considering what mistakes have been made in their pursuit of success. Learning from the successes and failures of other companies can help a new business to know which roads of marketing, expansion, etc. to explore and which might best be avoided.

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

One of the ethical standards is employment practice, which pertains to ensuring that the company adheres to policies regarding the health, recruitment and safety of its employees (Newey 196). This way, Nike has been able to fix the labor practices issues in contract factories making Nike products. The other ethical standard is addressing the key environmental concerns that are as a result of the company’s continued existence. For example, Nike has been aiming at reducing the discharge of hazardous chemicals. Nonetheless, this might take time given that the company has to invest in innovation as well as research and development. Nike’s mission and corporate social responsibility is also premised on community investment as well as engagement. This is where the company engages in activities that aim at giving back to the community. An example is increasing access to sports for the disadvantaged youth. In addition, Nike is also determined to increase transparency and corporation with the outside world. The major stakeholder is the customer. For Nike, the customers have a top priority because they have a direct impact on the company’s revenues (O’Toole and Mayer 89). The major customer’s interest that Nike has to conform to is ensuring that it provides high quality products at reasonable prices. In fact, this is why Nike has heavily invested in research and development. The other interest of the customer is to see to it that the company acknowledges and adheres to the axioms of

A company (in this case, a coffee shop) needs to establish a clear and consistent brand identity by communicating its brand attributes in a way that can be easily understood by prospective customers. One of the firm’s most valuable assets for improving marketing productivity is the customers’pre-existing knowledge of the brand from the firm’s investment in previous marketing programs (Keller, 1993). According to Keller (1993), the differential effect of brand knowledge upon customers’ response to brand marketing is known as brand equity. Brand equity is related to customer satisfaction and brand loyalty (Nam, Ekinci, and Whyatt, 2011). Customer satisfaction is a mediating variable between brand equity and brand loyalty, while brand loyalty itself is the biased (non-random) behavioral response (purchase) expressed over time by some decision-making unit with respect to one or more particular brands out of a set of brands and is a function of psychological processes (Jacoby, 1971). Considering the importance of brand equity in companies’ efforts to develop positive customer perception and win the tight competition in their industry by achieving customer satisfaction and loyalty, this study aims to investigate

Dawar, N. and Parker, P. (1994), 'Marketing universals: consumers' use of brand name, price, physical appearance, and retailer reputation as signals of product quality", Journal of Marketing, Vol.58No. 2, pp. 81-95.

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