StudentShare solutions
Triangle menu

Branding - Essay Example

Nobody downloaded yet

Extract of sample

The idea that you are what you buy - that possessions confer status - has long existed and guided some purchasing, as most notably observed by Thorstein Veblen (1899). However, as status became associated with specific brands, the next step historically became the marketing of brand imitations.The act of branding can be traced back to the early 1800's when cowboys would brand their cattle before driving them across the central plains of the United States (Rozin 2002). In order to identify which cattle belonged to each ranch a unique symbol was permanently burned onto the cow. These symbols, in addition to serving as a means of identification, provided a set of traditions and a social identity for the cowboys.Today, companies use brands to distinguish themselves from their competition and to communicate unique qualities of their products (Aaker and Keller 1990; Low and Fullerton 1994). Once a brand is established, the brand name itself is thought to add value to the product in the minds of consumers. This added value is referred to as brand equity (Aaker 1991). Companies and designers often employ marketing strategies that capitalize on their brand equity and place a greater value on the shapes and labels of their products than the material from which they are made. Such companies provide buyers with what are conventionally called elite brands, defined by Silverstein and Fiske (2003) as those brands that possess higher levels of quality, taste and aspiration than other brands in the product category. These products are often justifiably priced higher than other brands in order to make their brand seem exclusive and more prestigious. For example, elite designers are able to transform a 10 pound t-shirt into a $200 sought after treasure (Chatpaiboon 2004). Recently, Hermes reported that customers were placed on a two-year waiting list for their most popular Birkin bag, which retails for $6000 (Branch 2004). On EBay, women engaged in bidding wars over a blue Birkin bag for which the winner ultimately paid over $13,000 (Rose 2003).
Many manufacturers have been successful in commanding a price premium for their brands. However, it seems that some designers and manufacturers have become victims of their own success. Once an elite brand has become so closely associated with status and prestige in the minds of consumers, it is only natural that other companies would want to imitate it (Rose 2003). Those who use brand imitating as a strategy to facilitate the adoption of their new product copy certain characteristics of the original brand (Kotler and Keller 2007).
Previous research has shown that consumers often use their existing perceptions of a brand to evaluate new offerings such a product or line extensions (Aaker and Keller 1990). Because it appears similar to the original brand, consumers will then transfer attributes of the original ...Show more


The idea that you are what you buy - that possessions confer status - has long existed and guided some purchasing, as most notably observed by Thorstein Veblen (1899). However, as status became associated with specific brands, the next step historically became the marketing of brand imitations…
Author : shawnmueller
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Branding strategy
The success of a product depends on how well the brand is recognized in the market. Even good products from less reputed brands may fail in the market whereas even poor products from the reputed brands may excel in the market. In short, the importance of brand value in the marketing process cannot be neglected.
3 pages (750 words) Essay
Marketing (branding)
Branding is essentially important for the endurance and triumph of the businesses. It is due to its relevance that comprehensive understanding and analyzing of the power of branding is required for managing the brands effectively and efficiently. Two most important aspects of branding will depict its importance more precisely.
2 pages (500 words) Essay
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.
3 pages (750 words) Essay
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.
5 pages (1250 words) Essay
As the world is becoming more integrated and countries are becoming more and more dependent on one another in terms of trade and business the concept of self-branding is becoming more prevalent and widespread. This paper will focus on the importance of self branding in the global community.
3 pages (750 words) Essay
Thus a brand constitutes a symbolic embodiment of all the values that a corporate stands for and its represents information connected to a company. The term brand name is often used synonymously with the term brand, but brand name is usually used to denote the written or spoken linguistic elements of a brand.
8 pages (2000 words) Essay
Employer Branding
4 pages (1000 words) Essay
Destination Branding
According to the report every major destination is in competition with other destinations world-wide. It is important to know what others are doing not only to avoid duplication but also to aid in a differentiated product offering. Differentiation is simply not possible without comprehensive knowledge of what the competition is doing.
11 pages (2750 words) Essay
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
1 pages (250 words) Essay
Since the beginning of the business operation Mr. Colgate wanted to boost customer health and provide products that could enhance the quality of their lives (Sekar, 2008). For almost two decades, the Colgate-Palmolive persisted with the same
12 pages (3000 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Branding for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
Join us:
Contact Us