Nobody downloaded yet

Branding (advertising) - Essay Example

Comments (0) Cite this document
Branding and International Advertising Branding is more qualitative rather than quantitative. It could be a sign, a symbol, term, design or name or a combination of them that is intended to distinguish the goods of one manufacturer from those of another manufacturer…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.1% of users find it useful
Branding essay (advertising)
Read TextPreview

Extract of sample
"Branding (advertising)"

Download file to see previous pages For branding to be efficacious, the wants and the needs of the consumer have to be kept in mind (AAKER, 1993, p. 32). There is a variety of objectives achieved via branding: motivation of the buyer, user loyalty is concreted, credibility is confirmed, the message is delivered clearly, and the target forecasts are connected emotionally. In marketing communication, it is referred to as a foundational piece. The goal for branding is to attain the long-term competitive advantage hence it is both a marketing and financial concept. It is more of a qualitative term rather than the thought of it as being related to the product thus it is immaterial. It is an idea that is altering and translates the tangible to something that is of value. The old notion of marketing involving the product has been outdone by the fact that the brand name has taken over the market. Basically, marketing relies on the brand name. The brand name wins over the loyalty of customers in a market. An illustration: customers who are loyal to products from Unilever are deemed to buy any product as long as the manufacturer is Unilever. This is showed the extent to which the brand name has the effect on the customers and in the marketing sector. Research has it that brand is more than a logo or a name, but it is the relationship with a customer. A brand name conveys a variety of ideas, possibly: a thought, emotion, mind, heart, feeling, a phrase, or a word. This depends on what is to be communicated to the customers (Dunn, 2004, p. 10). The mind and the heart of a customer gets what the marketers want them to get via the branding name. People may buy brands based on image, awareness, knowledge, experience, trust, perception, feelings, and the perceived quality. International advertising involves conveying the message to target audiences in different countries. Audiences of target differ from country to another depending on their response to emotional appeals or humors, interpretation and perception of signs and symbols, the language spoken and the literacy levels too. The organization of the advertising function varies with a firm. Multinational firms have advertising decisions and budgets centralized and use similar or a limited number of advertising agencies worldwide. Decentralization of budgets and placed in the hands of local subsidiaries is practiced and hence a wide use of local advertising agencies. International advertising is a communication process carried out in many cultures that differ in communication styles, consumption patterns, and values. It is a business activity that involves advertising agencies, and advertisers who create advertisements and buy media in different countries (WANG, 2008, p.65). Marketing and advertising are about the consumer rather than the producer. Therefore before, any advertising or marketing plan is implemented, the focus should be on the consumer’s interests. The gap between the two logics is being bridged by the market research; nevertheless its excellence depends on the ability that the producer will think in terms of customer. Branding has affected international advertising in a great way as stated by proponents of the Levitt theory, “developing powerful advertising that crosses international borders, cutting across all lines of values, culture, customs, race, religion, mores, and nationality (Mooij, 1994, p. 24).The ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Branding essay (advertising) Example | Topics and Well Written Essays - 2500 words”, n.d.)
Retrieved from https://studentshare.org/marketing/1477858-branding-essay-advertising
(Branding Essay (advertising) Example | Topics and Well Written Essays - 2500 Words)
“Branding Essay (advertising) Example | Topics and Well Written Essays - 2500 Words”, n.d. https://studentshare.org/marketing/1477858-branding-essay-advertising.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Name Institution Instructor Course Date Expository essay on Advertising Introduction Advertising is a communicative approach to reaching an audience or a market used to encourage a targeted audience to take up a new activity or continue doing the same. Mostly, the reason for advertising is making it known to the consumer of the presence of a product or service in a competitive market then encouraging them to buy it.
4 Pages(1000 words)Essay
Advertising and Branding
The violation of law through advertising has become a common phenomenon in all developed countries worldwide. The level at which this problem is addressed in each country is differentiated, in accordance with the local ethics and social perceptions on the particular activity.
5 Pages(1250 words)Essay
Business essay: Branding
8 Pages(2000 words)Essay
Branding and product life cycle
Generally product life cycle consists of four common stages, such as introduction, growth, maturity and decline. This part of the essay will discuss about these four stages of product life cycle. Introduction The introduction stage of product life cycle is characterized by the low sales growth rate of products.
4 Pages(1000 words)Essay
Country Branding: Australia
Country Branding: Australia Customer Inserts His/Her Name Customer Inserts Grade Course Customer Inserts Tutor’s Name (09, September, 2011) Introduction The past century has seen a rapid increase in trade and financial integration of the world. Countries are now dependent on one another and no country can survive seclusion.
6 Pages(1500 words)Essay
Two sides on branding
The concept of branding,according to Klein,began with the company's recognition that production is not the main core of their operations but marketing. The earliest proponents of marketing like Nike and Microsoft stated that manufacturing is only an "incidental" part of their operations and that they are not selling "products" but "images of their brands."
4 Pages(1000 words)Essay
Branding Master Essay
The study has been designed to illuminate and emphasise the importance of brand extension strategy in launching new products as well as for the further advancement of the company's operations. In other words, this report supports the fact that the brand extension strategy is the most feasible for a company with an existing brand name to launch a new product in the market.
4 Pages(1000 words)Essay
Branding Essay
Brand can establish an attachment and a continuous association in the minds of customers who get equally attached to the brand to the extent of being upset deprived of it. Its core identity renders it a personality and through it, to the company it represents.
2 Pages(500 words)Essay
Global Branding Essay
However, there may be certain circumstances that necessitate the use of different brand names like when a company expanded through mergers, when certain products are preferred in some not all countries or when there is need to distinguish certain lines of products.
8 Pages(2000 words)Essay
The rationale of advertisement is basically to create an appeal towards consumption and use of a given product or service. The notion is developed on the principle that institution, companies and organizations are steered towards capture the competitive market. Products
4 Pages(1000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic Branding essay (advertising) for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us