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Branding - Assignment Example

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The companies look at branding to create certain amount of awareness and reputation related to the product and the organization and places the firm at a better place in the market. The real value of brand comes from its ability to add values and delivering profit to the organization by creating loyalty among the customers. Branding is not only used in terms of marketing but also from the financial perspective. Getting the value recognition and image for the customers helps the organization to gain financial impact (Schatte, 2010; Clifton, 2010; Blackett and Boad, 1999; Franzen and Moriarty, 2008). This report focuses on the company Cinnabon Inc., that started its first operation in the year 1985 in the Sea Tac Mall. The company was specially known for its “world's best cinnamon roll”, which was prepared after the team found the best flavoured cinnamon in Indonesia and mastered the recipe (Cinnabon, Inc., 2012a). This company has grown into a world famous brand with its unmatched craving appeal among the customers for their baked goods and various types of beverages. This report aims to design a branding strategy for Cinnabon Inc. Current branding strategy of Cinnabon Inc. Few decades ago Cinnabon Inc. ...
bon to the distribution channel along with the varied range of products and at the same time making sure that the expanding brand of Cinnabon continuous to operate as an integrated and seamless whole (Fehrenbach, 2013; BusinessWire, 2013). Multi-Channel Operations Cinnabon Inc, does not operates as a one-dimensional brand that plays in just one segment or channel. They are into a multichannel business leading the brand across different channels and ensuring that every channel integrates with each other so that it can accelerate the brand image. Thus, the multichannel brand management successfully is the major challenge for the organization. The organization is currently operating in about 48 countries with over 900 franchises and is approaching towards the annual sales of about $1 billion (Fehrenbach, 2013; Goudreau, 2012). In recent years the organization has experienced a magnificent growth by creating and marketing new products that can looked through two new conduits such as licensed product that are sold by other outlets like fast-food restaurants and consumer packaged goods that are sold in grocery stores. Immediate consumption food services has been operating as the main channel through the franchise bakeries, which is the most common company’s face to the consumers; but now the company has planned to move towards few more newer channels like grocery retail and food service licensing (Thorn, 2013). Therefore, the main aim of Cinnabon Inc. at present to manage these multichannel operations such they mingle among themselves well and enhance the brand image of the organization. Protection of Brand Image Using multiple channels to make the products available to the consumer opens door to other challenges too like protecting the brand. According to Cole there are ...Show more


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…
Author : kathleenrunolfs
Branding essay example
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