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What makes people buy one product or service over another The answer lies in the persuasive power of marketing communications - advertising public relations direct marketing and e marketing - working together to achieve a desired result To remain viable in todays marketplace many organizations have integrated their unique corporate culture values and innovations into their brand identity Rather than stand alone as a faceless structure this new wave of companies imparts personality into their brands This more personal brand message further distinguishes products and services from those of their competitors A consumer who feels kinship with an organizations core identity is likely to remain loyal to that organizations products or services -- a loyalty unshaken even by intense competition The most persuasive and powerful tool to achieve this is branding Identity is branding It is has been around as long as human beings have organized themselves Countries identify themselves with flags and uniforms Families use crests Product branding is found on ancient vases with the symbol of the craftsmen that created them and cattle in the west were branded with the symbol of the ranch Brand is the proprietary visual emotional rational and cultural image that you associate with a company or a product When you think Volvo you might think safety When you think Nike you might think of Michael Jordan or Just Do It When you think IBM you might think Big Blue The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from the product Brand identity includes brand names logos positioning brand associations and brand personality A good brand name gives a good first impression and evokes positive associations with the brand A positioning statement tells in one sentence what business the company is in what benefits it provides and why it is better than the competition
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