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Brand marketing - Essay Example

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Author : qlindgren

Summary

Brand is the design, name, symbol, term or other characteristic that generally identifies whether a product is distinct or can be differentiated from other sellers’ products.A brand is considered as an intangible asset…

Extract of sample
Brand marketing

Brand is the design, name, symbol, term or other characteristic that generally identifies whether a product is distinct or can be differentiated from other sellers’ products.A brand is considered as an intangible assetEffective branding strategy helps an organization to achieve several potential competitive advantages in competitive global market place. Several leading organizations around the globe are trying to increase their core competencies through the implementation of several unique competitive strategies. This particular essay will discuss various theories in order to assess the relationship of different customers with several B2C brands. This essay will consider and evaluate various authors’ academic literature regarding a brand. Moreover, the essay will reveal how a brand can drive both financial and non financial brand performance metrics. Finally the essay will summarize and conclude the whole findings. Discussion This part of the essay will provide answers of two essay questions. Question (A) It has been discussed earlier that brand is an intangible asset. The brand owners effectively manage their brands in order to develop shareholder value. Several organizations adopt branding to differentiate their products from other market competitors. This branding is subsequently used in marketing, advertisement and business. Coca Cola is a key modern example of brand that belongs to the Coca Cola Company. Several organizations generally focus on brand valuation. Brand valuation is a key management technique which ascribes a significant monetary value to brand ...
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