1 ALEXANDRA C.WARRINGTON The process of creating a powerful and enduring brand therefore remains a challenging and complex task for marketers. Home — Essay Samples — Business — Brand Management — Building A Great Personal Brand This essay has been submitted by a student. Allowing consumers a relatively free hand in branding, however, can have negative consequences, such as an inconsistent brand image. The term branding has been relegated to companies and celebrities. Unilevers has marketing and branding individuals responsible for each brand who works closely with the other functions in the organization such as finance, procurement, logistics and research & development. In actuality, companies cannot ignore their branding policy, if they want to maintain a successful competitive position because customers often view brand … Advocates emphasize that branding, by calling attention to the differences among products, plays a valuable role in helping overwhelmed consumers make decisions in a crowded marketplace. Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). Abstract Branding entails much more than simply affixing a clever logo to a product. of In the product and brand strategy, the elements of a product strategy, product platforms and product portfolios are being discussed, merits of branding, brand loyalty, generic branding concept, family branding and reason for gaining importance in private, Marketing: The Importance of Marketing in Organizational Success Let’s take a step back for a minute. It is a combination of all the items that make up the image of the business – from the products being sold up to the kind of service that the business is known to provide to their customers. By Head over to their website and you’ll see the Death Wish brand front and center. Nike? In this research paper, I have included the importance of branding in the strategy of the company. Special offer! In the competitive world of employment and entrepreneurship, it is important to position yourself to facilitate personal development. A brand usually communicates specific information about an organization, product or service, distinguishing it from others in the marketplace. A defense of branding, however, also can be made: Branding can be good for consumers. The most important reason branding is important to a business is because it is how a company gets recognition and becomes known to the consumers. … It means be yourself. THE IMPORTANCE OF IMPRINTS AND ARCHETYPES IN GLOBAL BRANDING Why? In fact, the act of branding encompasses a wide range of marketing activities such as product design, name, packaging, advertising, and image projection—all of which are designed with one core purpose in mind: To differentiate a seller’s own product from competitors’ offerings. ... Like many other business terms, brand equity is a common phrase, although many of the users of it do not fully grasp the concept of brand equity. Wipperfurth perceives this to be a win-win situation: consumers get exactly what they want, and marketers in turn sell more product. (Pearson/Prentice-Hall, 2008); Tengku Chik Melewar bin Tengku Nasir and Elif Karaosmanoglu, Contemporary Thoughts on Corporate Branding and Corporate Identity Management (Palgrave Macmillan, 2008); Irving Rein, Philip Kotler, and Marty Stoller, High Visibility: The Making and Marketing of Professionals into Celebrities (Dodd, Mead, & Co., 1987); Al Ries and Laura Ries, The Origin of Brands (HarperBusiness, 2004); Brian D. Till and Donna Heckler, The Truth About Creating Brands People Love (FT Press, 2008); James B. Twitchell, Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld (Simon & Schuster, 2004); William D. Tyler, “The Image, the Brand, and the Consumer,” Journal of Marketing (October 1957); Alex Wipperfurth, Brand Hijack: Marketing Without Marketing (Penguin Group, 2005). Before crafting your brand mission statement, gut check on whether you really committed to Step 3 of determining who your exact consumer is. Importance “If you’re remembered, Essay about The Importance of Branding in Marketing, Gender in Harriet Beecher Stowe’s novel, Uncle Tom’s Cabin Essays. Nowadays for business branding is the most needed. Branding Essay. Your personal branding statement will be unique to you and, if written correctly, it will clearly describe what you do and who you serve. Rather, by “story-telling,” Twitchell means that the best marketers develop convincing and engaging narratives that suffuse their products with such vitality that consumers want to believe in them, use them, and endorse them to others. A powerful brand, therefore, is one that commands a large brand premium and engenders a deep level of loyalty among its dedicated users. Warrington The exploratory studies include the both business to business (B2B) and business to consumer (B2C) … Advertising. For example, people could raise Apple as the answer for both questions of “what is good, KEY ISSUES IN B2B MARKETING AND A NEED TO DEVELOP APPROPRIATE THEORIES AND MODELS Muhammad Sajid Saeed Glasgow Caledonian Business School Glasgow Caledonian University, Scotland – UK ABSTRACT B2B marketing is an ongoing debate since 1990s but the researcher’s community is unable to agree on any convincing B2B branding model because of lack of strong empirical support. However, everyone should work on developing a personal brand. and Essays on Branding. This is why a professional logo design should be powerful and easily memorable, making an impression on a person at first glance. The A brand is a person’s gut feeling about a product, service or company. SECONDARY BRAND ASSOCIATION:. Branding is the process by which firms distinguish their products from that of their competitors. But what the heck does that mean? The best brands, according to marketing guru Philip Kotler, are ones that appeal to consumers on some higher emotional level, not just on the basis of a specific product attribute or benefit sought. The Benefits Of Branding Marketing Essay Abstract. This paper aims to fuel the discussion on examining B2B marketing research by discussing various key issues that are currently being. When branding your business, start small and remember to focus on your target niche audience first. Moreover, if a brand already possesses high stature, it may be riskier to adopt a more relaxed brand management policy than if the product is new or not yet widely known. For your business, too, branding establishes trust and recognition among your target audience. If you need a custom essay or research paper on this topic please use our writing services. Reply. By eliciting consumers’ attention and generating positive interest as well as repeat sales, branding facilitates the selling of a greater number of products. and While a product feature often can be easily imitated, it is more difficult for competitors to replicate a feeling generated by a compelling brand. Broadly speaking, branding is the sum total of anything you use to differentiate your business from the competition, while also creating a unique identity that is recognizable and elicits an emotional response from prospective and existing customers. Alexandra Moreover according to Bubba (2015, n.p), branding allows a company to promote its product and/or its service making customers form an association between the product and the company. Branding Essay. Take the time to review what your competitors are doing. Importance Branding illustrates a positioning of a company and its product through a symbolic mean. Learn by example and become a better writer with Kibin’s suite of essay help services. Once a business has its branding in place—a company philosophy, marketing, colors, typography, print, website, etc.—it can begin to modeling the rest of its efforts after it. Ultimately, in an effort to placate both sides, the company decided to revert to the original formula (renamed “Coca-Cola Classic”) but also to retain the updated version (“New Coke”). Consumers enjoy and trust their favorite brands, and the most passionate of them also will act as brand apostles, spreading the word about their brand’s perceived strengths. The logo is the most important element of branding, especially where this factor is concerned, as it is essentially the face of the company. Take a notepad and write your past, present, and future story. Washington University of Virginia Alexandra Join our largest peer essay sharing community. Essay on Marketing Branding INTRODUCTION:. When customers trust the brand, the benefits for the manufactures are generated. Global Branding involves developing a compelling, positive and lasting image of your business that creates an emotional connection with your customers. The dissertation will focus on the elements of branding, and the significance it possesses in the personal care segment of the, Advances in marketing effort have resulted in many changes in company. Indeed, branding is all about good “story-telling,” as former English professor James Twitchell emphasizes. In fact, many small business brands try to look like big companies to attract consumers who prefer brands especial of branding Egypt. It includes your name, logo, tagline or motto, advertising, marketing materials, signage, and every other way that you express your brand in your business and in your marketplace. Branding Paras Pokharel How to brand your small business A small business brand is just as important as for big companies. With time, your brand loyalty may grow enough to expand your reach. If consumers are pleased with a product’s performance, branding also can help consumers identify that product again, facilitating a repeat purchase and a very similar experience as their first time using it. Your branding can help consumers to attribute certain characteristics to your business and subtly influence how they perceive you. In fact, various people have different ideas on marketing and branding. of The Short explanation of why brands have become a critical issue in product marketing. Promo code: cd1a428655. The strength of your company’s brand could mean the difference between struggling for recognition and sales or thriving as a dynamic, best-in-class business. If an extension fails, it may harm the value of the underlying brand. Even industries that are internationally recognized and set the standards struggle daily to maintain status quo. Think of it as your tagline or catchphrase for yourself, similar to a product. The contemporary business environment stimulate companies to conduct more aggressive business strategies oriented on the creation of the attractive brand, while branding has become a part of the marketing strategy of many companies. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment, more. Advertising can boost your branding and your image in the public eye. Here are seven reasons why: 1. You can achieve this by integrating your brand strategies throughout your company at every point of public contact. The story of your company and brand … When there’s “set” branding foundation in place, it makes other choices much easier, and all of the company’s future marketing can branch off of it. February 3, 2014 at 5:23 am. But what about the advantages to branding for buyers? Essay on creating a global business brand! One such strategy is the plan of branding. Archetypes Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, … Marketing: The Importance of Marketing in Organizational Success Nowadays, branding has become significantly important as a mean to encourage repeated purchases. Alexander Alter, “The Baby-Name Business,” Wall Street Journal (June 22, 2007); Del Breckenfeld, The Cool Factor: Building Your Brand’s Image Through Partnership Marketing (Wiley, 2008); John Gerzema and Edward Lebar, The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It (Jossey-Bass, 2008); Nigel Hollis, The Global Brand: How to Create and Develop Lasting Brand Value in the World Market (Palgrave Macmillan, 2008); Philip Kotler and Gary Armstrong, Principles of Marketing, 12th ed. The scope of assignment covers the introduction to the brand, need of branding, key concepts in branding, importance of branding, brand architecture and role of branding for creating value. But changes in the modern era and huge technological developments laid difficulties in managing realistic product differentiation in the face of duplication and homogenization of products and services. Changes in the attitudes and mindsets of the customers are also making markets more complex and competitive in nature. This example Branding Essay is published for educational and informational purposes only. | Page 1. in It is easy to perceive why branding holds such appeal to sellers: Done right, branding offers them significant financial benefits. Commoditized steel was mostly sold in the spot market where prices have a tendency to be volatile. While the Coca-Cola conundrum seems to illustrate the importance of marketers managing their brands carefully and prudently, a counter school of thought advises marketers to relinquish some of their control and instead empower consumers to help shape the brand. McDonalds? Essay's paper body Branding also leads to increase in customer loyalty, which ensures that customers of the company's products continue to buy them even in a downturn. Tackling the local-global dilemma is one of the foremost issues facing a brand. In the field of marketing, branding is a complex undertaking that is not only defined by business logos, marketing tools and other promotional materials. Moreover, sellers generally can command higher prices for stronger brands than weaker ones. Imprints Abstract ...................................................... BRANDS AND BRANDING Literature Review. As Twitchell notes, among the many diverse “products” that are branded are museums, churches, and colleges. Self-Positioning and Creating a Personal Brand Essay. Small Business Essay 742 Words | 3 Pages. Whatever it is, the importance of branding in the marketing mix should not be argued against, instead, it should be studied further to reveal what makes this aspect so important. In fact, in the United States today, some parents are starting to enlist consultants to help them master the art of “branding” their newborn babies with the most effective names—names that allegedly will enable their babies to stand out from the crowd and hence increase their chances of success later in life. Building the good brand from side to side a range of channels such as traditional and online media is also a good move. Your branding defines who you are – it states your mission, your name, your unique image, and who you are through all of your touchpoints. Essay about The Importance of Branding in Marketing. Good branding can play a large part in gaining the belief of the public. EssayEmpire.com offers reliable custom essay writing services that can help you to receive high grades and impress your professors with the quality of each essay or research paper you hand in. In the corporate world today, in 2008 creating a thriving corporation faces many challenges. Creating a common and distinct brand personality and identity, while giving freedom to execute them at the local level will enable the management of a truly global brand. Your brand identity is the face of your brand. This is not an example of the work written by professional essay writers. Writing a personal branding statement is a lot like creating a branding statement for a company, product or service. For most of people, or customers, the two are normally combined in their minds or even equal to each other. Branding is an integral tool for any business. The taste was supposed to be an improvement and in fact, some consumers did prefer it, yet the alteration in the formula alienated many loyal Coke consumers. 3285 Words14 Pages. Branding Branding encourages product consistency and uniformity. Archetypes Because to have a valuable brand helps to develop a profitable business. Global Think of branding as though your company or organization were a living, breathing person. It looks like you've lost connection to our server. Death Wish Coffee. Domino’s shifted from being a pizza-making business to a pizza-delivery business and that shift has reinvigorated the company. Print… Organizations that execute branding strategies successfully have an added advantage in the vibrant business environment. If you’re a blogger or creative, for instance, it may not matter how brilliant your writing nor how elegant your graphic designs if your website has … Branding is important because it helps the public remember a company and its products and feel good about using them. … While periodic efforts have been made to reduce branding to a set of rigid rules, branding remains more of an art than a science. While it is often tempting for sellers to try to capitalize on a successful brand by expanding it in new directions, brand extension efforts, however, carry the risk of brand dilution. On a consumer product level, an often cited example of a bungled brand strategy decision was the launch of New Coke in 1984. Although branding is most frequently associated with the world of consumer products (think, for example, of Coke, Tide, and Apple), it is important to remember that branding also extends to a plethora of other areas, such as nonprofit institutions, services, and ideas. These obstacles often affect their rate of longevity. Branding essay. This will also evaluate the importance of brands to the companies that own them and, Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. Viewed in this light, brands therefore may be worth what consumers are willing to pay for them. Branding in Product Marketing. When effectively orchestrated, branding enables a product to stand out from a sea of products that otherwise might appear similar to consumers. Even people can be branded. Marketing author and practitioner Alex Wipperfurth maintains that consumers should be encouraged to commit “brand hijack”—an essential takeover of the brand in which end users more than marketers drive the evolution of the product. The proper development, cultivation, and maintenance of stars’ images can be critical to ensuring their sustained success. Five dollar foot long? Get your free Branding essay sample now! Your brand statement guides your brand identity. When it comes to self-branding, being authentic is essential. Table of Contents Celebrities also frequently engage in brand and line extensions, as they try to leverage their well-known names by attaching them to other product offerings such as perfume, jewelry, and dolls. So let's first get to know the concept of branding. A free database of Branding papers. Therefore, the following is an assessment of what a brand means to consumers and the effect it has on their purchasing behavior. Consumers may buy Coke, for instance, not for the taste alone, but also for the positive images and feelings that the product conjures through the company’s successful marketing and advertising campaigns. to mind when you hear the term “brand” or “branding” in marketing? A brand carries a “promise”: a promise regarding the qualities and particularities that make the organization, product or service special and unique. Get discount 10% for the first order. 8) Building your brand helps you grow your business. This assignment is aims to analyse the importance of branding and its role in ensuring success in business. The only difference is that you are creating it from your personal angle. A strong brand creates a positive association between consumers and a business, product or service. In general, the higher the brand equity, the more risky it is to tamper in any way with the core brand. Bradley Elliot. 2013 Branding entails much more than simply affixing a clever logo to a product. The big difference is you are crafting it from a personal angle because it's about you. He means this not in a derogatory sense—not in the sense of brand managers creating malicious fictions. Imprints Brand is defined 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. Browse essays about Branding and find inspiration. A brand manager’s role is to be responsible for the overall management and performance of the specific brand. To succeed in branding, you must understand the needs and wants of your customers and prospects. … Marketing directors are driven today not by the need to build a brand, but by the need to develop their market, launch new extensions or initiatives. Analysis of the Strategic Branding Decision and Positioning of Mercedes-benz ... Corporate Identity, the Hudson’s Bay Company and the Burden of History in the 1960s,” James Opp argues that branding is important in the current business environment for any company to succeed. As they argue, the process of creating and maintaining a brand is quite expensive, and those costs are invariably passed on to consumers. Writing a capability statement for the personal branding of yourself is just like creatively writing a branding statement of a product, service, or the company. Branding also is to establish a consistent theme, voice, and standard throughout the company and various channels. Celebrities also are routinely described as being the subjects of brand management. Critics also point out that branding, by making an emotional connection with consumers, can encourage irrational purchases, tricking consumers into buying what they do not need or what they cannot truly afford. Branding for companies has grown in importance over the years and for some it is now even included on the balance sheet. perceptions and applications of branding has been fully dominated by a product mindset. Critics maintain that branding is disadvantageous to consumers. Marketing is a vital component to the prosperity of all organizations. 2 Secondary brand association is defined as connecting a brand with any other business that... COCA-COLA BRAND:. (Kotler, 2001) Brand is a complex symbol that can convey up to 6 levels of meaning i.e., attributes, benefits, values, personality, culture and users. Warrington in DO: Find inspiration from other brands. Sample Essay on Branding strategies Branding is a marketing practice that involves the creation of a symbol, design and name that consumers can use to identify and differentiate a product from other products (Hestad 23). Branding is more than just a fancy marketing term. UNIVERSITY OF FLORIDA The marketing strategies include obtaining. 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