Nobody downloaded yet

Two sides on branding - Essay Example

Comments (0) Cite this document
Summary
Naomi Klein's book,as it title implies is a criticism to the proliferation of branding strategies launched by business organisations in order to capture customers.The selection lifted from her book outlined the evolution of branding-from its earliest beginning, downfall, recovery, and recent expansion.
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.3% of users find it useful
Two sides on branding
Read TextPreview

Extract of sample
"Two sides on branding"

Download file to see previous pages Naomi Klein's book,as it title implies is a criticism to the proliferation of branding strategies launched by business organisations in order to capture customers.The selection lifted from her book outlined the evolution of branding-from its earliest beginning, downfall, recovery, and recent expansion.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." This early beginnings started a new age of branding previously homogenous, mass-produced commodities replacing the old shopkeeper who traditionally scoops out generic products like sugar, flour, and cereal in barrels. The popularity of Dr. Brown, Aunt Jemima, Uncle Ben, and Old Grand Dad became synonymous with the ascent of branded generic commodities.However, the death of branding came one Marlboro Friday as Phillip Morris is threatened by the intense competition from lower priced unbranded competitors. With this happening, a dramatic shift in customers' buying behavior was illustrated-from prestige to price consciousness.The article concluded with the "rebirth" and expansion of branding. This phenomenon was lead by established companies like Body Shop and Starbucks which were able to safeguard and even expand their market share by investing in their brand images. These, together with other successful companies like Nike, began the more rapid proliferation of branded products which does not only market the attributes of the product by created a "concept" to establish an "emotional connection" with its clients.
Naomi Klein concluded that with this age of branding, customers are easily manipulated by branding tactics as marketers can establish a good brand even with the lowliest products. She argued that instead of focusing on production and improving products, companies are embarking and spending time, effort, and money in creating a good brand for which they ask customers for a premium.
The Economist-Who's Wearing the Trousers
The article lifted from the Economist, hold an antagonistic position on Naomi Klein's book. Though it also recognizes the good arguments raced by Klein, the Economist offer a very different view on what the first author referred to as "brand bullies."
Basically, the article presented in the Economist can be summed up into two points-the first one being the exaggeration of Naomi Klein's argument on the power of brands, and the second one on the manipulation of the customers by the branding strategies of the large corporations.
The Economist recognizes the importance of brands in selling a company's products. However, it claims that Klien's article exaggerated the role of branding in the strategies of the large business organizations. The article proved this by citing the case of the companies who spent bulk of financial resources in creating a good brand only to fail. As the company treats a "brand" as one of its primary assets, a brand can also be regarded as liability as it makes a company highly responsible in the damages which it can give to customers.
Customer loyalty is not only rooted on their perception on brand. This is evidenced by the recent research which shows that customers of all ages shift from brand to brand. This also strengthens the claim of the Economist claim that customers are not highly manipulated by company's branding tactics. It is also irrefutable that companies' are spending a lot of money to retain their customers and develop their products to safeguard their brand.
Between the Two Articles
Naomi Klein and the Economist hold two seemingly different arguments about branding, company's performance, and customers. The two articles summarized above show some same ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Two sides on branding Essay Example | Topics and Well Written Essays - 1000 words”, n.d.)
Two sides on branding Essay Example | Topics and Well Written Essays - 1000 words. Retrieved from https://studentshare.org/marketing/1506497-two-sides-on-branding
(Two Sides on Branding Essay Example | Topics and Well Written Essays - 1000 Words)
Two Sides on Branding Essay Example | Topics and Well Written Essays - 1000 Words. https://studentshare.org/marketing/1506497-two-sides-on-branding.
“Two Sides on Branding Essay Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.org/marketing/1506497-two-sides-on-branding.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Two sides of Abortion
...is very crucial for the whole argument to be set forth. Abortion is generally defined as the termination of a pregnancy after, accompanied by, resulting in, or closely followed by the death of the embryo or fetus using surgical, mechanical, or chemical means.(Merriam Webster) To give a medical definition to abortion, it is the termination of pregnancy before 20 weeks, and ending before viability of pregnancy. There are different kinds of abortion of which the most popular is therapeutic abortion in which the abortion takes place through the assistance of a physician who uses surgery or RU-486 to terminate the fetus. The debate between the two main schools of thought, mainly the pro-life and pro-choice is quite varied,...
5 Pages(1250 words)Research Paper
Abortion: there two sides to every story
...? and Section # of Abortion Abortion is a controversial area of medicine. Being pro-abortion or anti-abortion are two completely different positions that are present in people. The difference of opinion on this matter arises from the different positions people have in concern to when a live comes into being in a pregnancy cycle. For some people, it is very important to understand that all procreation is done, without killing any human being intentionally, even if the tiniest part of it exists. Others believe in the termination as they feel at that point in time, there is no existence of actual life and therefore they are actually creating no harm to procreation and life. These stances are attributed to either a personal opinion... ) If the...
2 Pages(500 words)Essay
Branding
...of the Marketing of the Concerned 28 October Branding There is no denying the fact that the theorem “successful brands are built on successful products” is totally true and valid. Many a time companies try to push weak and irrelevant products in the market by backing them with costly and pointed marketing and advertising campaigns. This primarily happens owing to a misplaced and faulty understanding of the overall concept of branding. Branding involves some sacrosanct and pithy attributes which are closely intertwined with the quality and utility of the product being branded, which if overlooked could lead to unexpected results. The primary thing is that...
3 Pages(750 words)Essay
Abortion: two sides of a problem
...and function as a normal human being. The debate for pro-choice proponents, however, is just as fervent with claims that the woman has the ultimate right to choose what she would like with her body. If she is of the opinion that she does not want a baby, then she should not be made to buy in to those who will not help her bring up the child (Naden 12). Where can a line between inhumane and humane be drawn, as well as murder and necessitated death? When does the right of a woman pertaining to her reproductive organs become a government concern? Is abortion a right or a wrong act? Can abortion be justified by potential fatality, incest and rape? Are there actually any exceptions at all in the abortion debate? Fervent supporters from both...
4 Pages(1000 words)Research Paper
Branding
...?Brand audit Introduction: The Big Issue “The Big Issue” (TBI) is one of the most renowned entertainment magazines of United Kingdom (UK). It was launched in the year 1991 by Gordon Roddick and John Birdin in response to the increased number of homeless people in UK (Big Issue, 2013d). The startup capital of $50000 was provided to the magazine by “The Body Shop”. The launch of the magazine TBI was actually inspired by Street News, a leading newspaper in the United States of America (USA) sold by the homeless people. The main objective behind the launch of the TBI was to provide employment opportunity of the homeless people of UK. The TBI magazine is sold by the vendors who are homeless in UK (Big Issue, 2013d)....
5 Pages(1250 words)Essay
Branding
...?Branding Table of Contents Introduction 3 Current branding strategy of Cinnabon Inc. 3 Multi-Channel Operations 4 Protection of Brand Image 5 Selection of partners 6 Branding Strategy 6 Advertising 7 Social Media Presence 8 Online Business 10 Brand Management 11 Reference List 12 Introduction Around the centuries branding has been acting as a simple way of distinguishing the goods of one producer from another. As per the American Marketing Association brand is defined as the design, symbol, sign, term, name or a combination of all of them, which helps the customer to distinguish the goods and services of one seller or a...
8 Pages(2000 words)Assignment
Two Sides of the Issue Euthanasia
...be divided into active euthanasia and passive euthanasia where the former is killing the patient and the latter is defined as an act to not prolonging the patient’s life (Rachels, 1975 from Garrard and Wilkinson, 2005). In the few places where euthanasia has been legalised, laws sometimes differ between the two forms. Active euthanasia is also referred to as physician-assisted suicide. The line between active euthanasia and passive euthanasia is key to the debate surrounding euthanasia (Rachels, 1975 from Garrard and Wilkinson, 2005). In addition, to active and passive, euthanasia can be further subdivided into voluntary, non-voluntary and involuntary euthanasia. These divisions are based solely on whether a patient can...
12 Pages(2500 words)Essay
National Branding vs Private Branding
...National Branding Vs. Private Branding National branding and private branding are two different and separate forms of branding which have their own way of working through the functions of marketing. National Branding is the kind of branding which promotes a national product for the people, while private branding promotes an individual product in the market. National branding is a process through which a product is distributed and marketed nationally under the brand name of the producer or the manufacturer of the product themselves. A producer of the...
3 Pages(750 words)Essay
Branding
...PRODUCT BRANDING What definition of branding makes most sense to you? Branding is an act of product marketing that entails creating a unique image, name, and reputation for a product to win consumer’s mind and loyalty through marketing techniques such a product advertising campaigns (Aronczyk and Devon 72). The main aim of product branding is to establish a differentiated and significance presence in the target market. The marketers use a consistent theme when doing product branding to achieve consumer loyalty and trust in the product. A brand on the other hand is the image or idea about a specific service/product that consumers...
1 Pages(250 words)Essay
Branding
...DD Month YYYY Branding Introduction In the modern marketing, companies have a high level of competition in order to gain new market shares and maintain their existing market shares. In order to make sure that this is a success, branding has become very crucial. This ensures that companies, products, and services can be differentiated from those of the competitors (Pride, pg. 291). Brand positioning is how a brand can be differentiated from that of the competitors and how it sits in a market. This describes who the company is, both emotionally and intellectually, and what it aspires to be. Brand positioning is aimed at allocating products and services...
2 Pages(500 words)Assignment
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 Two sides on branding for FREE!
Contact Us