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Abstract This coursework seeks to demonstrate how branding fits into a company overall business activities and how its strategic importance has not only remoulded the very concept of brand but also creating brand identity and brand equity Within the confine of the Urdes Brand Orientation model the author uses the car brand- Jaguar to elucidate how brand identity is developed BRANDING Whether we are willing to admit it or not brands help us define who we are We choose 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 andor symbol logo trademark or package design intended 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 items in the product 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 being an identifier a name bestowed to a product Nonetheless in recent years the focus on brand being a mere identifier has shifted towards being a vehicle that delivers a promise to the consumer because of repetitive use A brand is more than name recognition a colour scheme a logo and a slogan Williams 2004 Bergvall 2004 it is about creating an emotional experience Wentworth 2003 Webster 2002 lends weight to this premise stating a brand is a promise an expectation waiting to be fulfilled However the promise of the brand is not always fulfilled the moment the product is purchased fulfilment of the promise can take time Oil
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