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An illustrated critique of the nature of brand design and its value to a selective company
Pages 12 (3012 words)
Brand Design and Value Introduction Marketing, in the twenty first century, plays a crucial role for the success of businesses as it attempts to create a niche in the global market (Balmer & Gray 2003). This situation has become more serious in the face of changes happening in the market, which results into tougher competition among organisations (Olins 2003).
However, twenty-first century marketing is affected and transformed by the following: globalisation, rapid developments in information and computer technology, digital platforms of communications, the development social awareness of corporations, and the recognition of consumers’ rights and the change significance of consumers in marketing (Domegan 2008; Elliot & Percy 2007; Hastings &McDermott 2006; Kotler et al 2006). Since, contemporary marketing places the customer ‘at the heart of all transactions’, thus, satisfaction of their needs and adding value to their experiences have become some of the primary drivers for the continued innovation of marketing (Bignell 2002; Schmitt 2000). In this regard, this study will look into one of the most important facets of marketing – brand design and its value to the company. Marketing is not just simple offering of products to the customers. It is primarily geared towards satisfaction of clients’ needs. However, as there are other companies who are producing the same products aiming the same goal of satisfying customers brand becomes a necessary tool. ...
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