The Module Brands And Branding Essay

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

The article The Great Brand Controversy is written to display Lewis’ opinion of how brand names are losing popularity to a price driven economy. He supports his argument through

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

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.

The iPhone has significantly changed the way consumers purchase brands; it has enabled them to rely on the company behind the phone making the customer ‘ Brand sensitive’. According to Arvidison (2006) the rise of brands did not only target the consumption of brand culture but it also took in the ‘ world of make’. In the early 80s companies discovered the term ‘ organizational identity’ as a way to direct and adapt a style of command, however, it became important for companies to sell their ‘values and goals to employees, to make them

From small businesses to large corporations, updating your company brand is a big project. Whether you've actively controlled your brand message or it has developed organically – virtually or through consistent consumer interpretation – predicting how your update will be received, and impact sales, can be more mysticism than science. Even companies with the deepest pockets have learned this the hard way. Remember "New Coke"?

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

The word ‘brand’ is derived from the Old Norse word brander, which means to ‘burn by fire.

Marketing your personal brand online can be a challenging task if you don't have the right tools. In a lot of cases, the online world is pretty oversaturated. When many people hear this, they get discouraged and decide to quit. However, if you remain consistent diligent and innovative with your tactics, you can successfully promote a solid personal brand online. Consider using these channels.

Part 1 - Branding is a story given from the organization to the consumer, or information it is the sum of all the information about a product, service, or organization used to communicate a certain image or relationship to the public (Valette-Florence, et.al., 2011). Brand personality is a set of human characteristics associated with a particular brand the way the brand behaves if it were a human entity. For instance, we tend to see the Marlboro Man as masculine, the Virginia Slims woman as feminine; IBM as older and establishment, Apple as younger and hip; Coke conforms, Pepsi is for a new generation. Brand personalities, much like humans, are built overtime. It is important because it refers to the outcome of the consumer's total experience with the brand. Thus, in the consumer's mind, the brand personality merges over time to form an overall concept of what they might expect. McDonald's, Apple, Levis, Nike, etc. all have this emotional and ethereal feeling that transcends their current marketing message and becomes iconic (Wheeler, 2006; Valette-Florence).

Branding is a powerful tool in positioning your product. Branding is valuable when customers are determining a product to buy. Customers select products from the package design and the style of the writing presented on the product. The brand positioning that Target will be focusing on is Quality Positioning. Quality positioning can be used with any other brand marketing strategy. Consumers would want to know that our products and services are durable, reliable, and if they are worth the cost. We want to provide our consumers with the best quality products so they will keep coming back to buy from Target.

Financial: Brita enhance their company in terms of value and results, so they are more profitable than the competition. they reach this ambitious goal by constantly auditing and optimizing the efficiency of all performance processes within the company. The objectives and the personal goals of each individual are compatible. They offer appropriate remuneration for the achievements of their employees, they nurture talents and promote careers, no position is a dead-end.

Brand: The L 'Oréal Group is world 's largest French cosmetics and beauty company that is headquartered in Clichy, Hauts-de-Seine.‪‬The company has a registered office in Paris and has developed activities in the field of cosmetics, concentrating on hair colour, skin care, sun protection, make-up, perfumes and hair care, the company is active in the dermatology, toxicology, tissue engineering, and biopharmaceutical research fields and is the top nanotechnology patent-holder in the United States.‪ (Wikipedia, 2015)‬‬‬‬‬‬

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

In this document I will be portraying the ideology of branding and why it is so important to use it. The brands I have chosen are Adidas and Coca Cola. They are both multi-million making international brands recognizable world-wide.