Marketing (brand management question)

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For branding, there are some differences for practices in business markets and consumer markets. In business markets, the business value is one factot that becomes the focus of the customer. Customer will quantify their needs and purchase according to economic factors, technical knowledge and product specification.


A classic example will be DHL. This company won the Platinum Award (Airfreight / Courier Service category) in the Superbrand 2005. Its brand statement is to enhance the customers' businesses by offering express delivery and logistics solutions based on strong local expertise combined with a vast global network. They keep to their words and thus winning glory in the industry.
Different from the business markets, consumer markets will need more product features and advertising for their product. The audience for consumer markets branding involve the general public, in which the variance of needs and desires are greater than a business markets. Dell Computer is the example of this category of branding. It manages to position itself as a customize personal computer provider. This is collaborated by its successful supply chain management which makes it its brand identity.
A "branded house" means a company which itself is a brand. The products come under this company will be the subset of the main brand. In branding, it gains level of acceptance and importance in short time due to the previous identification with the parent brand. Take for example, Hewlett Packard. This brand name covers products from laptops, desktops, Palmtops to even printers. ...
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