What Is a Brand, and Why Is a Strong Brand Important?

According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends

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

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.

According to Kapferer (2004), brands penetrate almost every aspect of life: social, economic, sporting, cultural and even religion. Brands are direct strategy of market segmentation and product differentiation and it means more than just giving names and signalling to the world. Branding consist of transforming the product category and requires a corporate long-term involvement and a high level of resource and

A Brand is a product, service or concept is the other product, service or concept distinguish public so that it can easily to communicate and usually sell. A brand name is the distinctive name of the product, service or concept. Brand is the creation and dissemination of the brand in the process. Brand identity can be applied to the entire enterprise and for individual product and service names. The American Marketing Association (1960) proposed the following company oriented definition of a brand as:

One brand consultant, from the case, says when times are tough, people are looking are looking for brands they know and the comforts they bring out, not only functionally but also emotionally. On page 233, there is a section about brands. Nowadays branding is so strong that almost anything goes unbranded. The textbook author says consumers view a brand as an important part of a product, and branding can add value to a consumer’s

The brand loyalty of the customer base is often the core of a brand's equity. If customers are indifferent to the brand and, in fact, buy with respect to features, price, and convenience with little concern to the brand name, there is likely little equity. If, on the other hand, they continue to purchase the brand even in the face of competitors

A brand is a logo that represents a product. Companies use brands to make their business known and successful. According to Naomi Klein, “The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen ears can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1990’s: that successful corporations must primarily produce brands, as opposed to products.” (pg. 777) Once you get to know a brand you will notice other products that are marked with the same brand. For example, I like drinking Sprite. When I walked into the store to grab a sprite in the fridge there was an ad on the glass door. It said that only Coca-Cola products were on special. As I was looking to see

This essay examines the importance of brands in a consumer-based society. The author will look at the way in which brands and brand identity enhance the overall customer experience with certain companies. Specifically, this essay will examine the way in which brand experience and brand personality create a sense of loyalty to certain products or companies. Through this, the author will attempt to explain why companies should invest their time and funds into cultivating a recognizable brand. This will then be applied to the Apple Inc. brand, which is recognizable world wide for its consistent image.

Brand image is the customer’s view on a product whether or not it is based from their own experience. On the other hand, brand equity is when the brand name sells itself rather than the product. Nowadays, people focus on quality meaning they rather pay more money for a product that will last a long time. One good example of a brand equity product is the famous bag Coach, this company originated from New York, USA. Although this product is being manufactured abroad

Brands don’t just arrive out of nowhere. They are the product of a company “vision”. Any successful brand needs to be part of a clearly defined set of objectives: specific, measurable, achievable, realistic, timed. Objectives like this allow everyone to stay focused on what is required, and develop a strategy that will help it be achieved. The brand will form part of this strategy somewhere along the line either as it is, or

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.

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