Abstract
This coursework seeks to demonstrate how muging fits into a company overall business enterprise activities, and how its strategic importance has not only remoulded the very fantasy of brand but also creating brand identity and brand equity. Within the confine of the Urdes Brand Orientation model, the author uses the machine brand- Jaguar to elucidate how brand identity is developed.
BRANDING
Whether we are ordain to admit it or not, brands help us define who we are. We recognize the car we drive, the restaurant we go to, the clothes we wear or even the company we work for because they represent something we believe in or something we aspire to be. Simply put, a brand is a distinguishing name and/or symbol (logo, trademark, or package design) think to identify the origin of the goods or services (Keller 2003; NetMBA 2005) -- and to differentiate those goods or services from those of competitors . It is the name, associated with one or more relics in the ware line that is used to identify the source of character of the item (Kotler 2000, p. 396).
The foregoing definitions are indicative of a brand macrocosm an identifier; a name bestowed to a product.
Nonetheless, in recent historic period the focus on brand being a mere identifier has shifted towards being a vehicle that delivers a promise to the consumer because of crying use. A brand is more than name recognition, a colouring material scheme, a logo, and a slogan (Williams 2004; Bergvall 2004); it is about creating an emotional recognise (Wentworth 2003). Webster (2002) lends weight to this premise stating a brand is a promise, an prognosis waiting to be fulfilled. However, the promise of the brand is not everlastingly fulfilled the moment the product is purchased; fulfilment of the promise bathroom take time.
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