Internet Marketing Essay

Undergraduate
Essay
Miscellaneous
Pages 12 (3012 words)
Download 0
It's futile looking for the Holy Grail if you don't even know what it looks like. Similarly, it will be impossible to tell whether a business is just a name, or a strong brand, unless we know what the elements of a brand are and how they are assessed.
A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors (Kotler 2001, p.404)

Introduction

Customers too see brands as something that is more than what is built into the product. But these values and meanings may be different from customer to customer or from one group of customers to another.
While Aaker is of the opinion that brand values are expressed along these four dimensions others like Jean - Noel Kapferer are of the opinion that this expression is along six dimensions: Physique, relationship, reflection, personality, culture and self-concept. (Kapferer 2000, p.127)
Brand identity is made up of a core identity and an extended identity. A brand's core identity is fundamental to the meaning of a product. It is what a business will want its product or service to be perceived as.
The extended identity of a brand includes aspects of the brand that complete the picture. This will normally be, aspects of the brand that a business will want its target market to associate with. Everything a brand stands for cannot be communicated merely by its core identity. This shortcoming of the core identity is made good by its extended identity. And the broader a brand's extended identity the more unforgettable it will be. (Aaker 1996, pp.85-9)
The concept of brand identity brings us to ...
Download paper
Not exactly what you need?

Related papers

Marketing Mix Master Essay
However, Price can be counted in a different category than these approaches. This is because of the nature of the factor price and its effects on the other three Ps of marketing mix. This essay would further describe the marketing mix in terms of all four Ps. And it would conclude as to if the factor of price is very important in the marketing mix. Furthermore it would help the readers to…
Internet Marketing College Essay
Page, K., & Uncles, M (2004) define Internet marketing as a marketing strategy adopted by many entrepreneurs to reach out their customers through Internet with an organized plan and a smart marketing campaign. The author argues that the online market is growing at a rapid pace compared to the retail market, so that anyone with the need to make money select Internet as his first choice. As per the…
Internet Marketing
Sales rose 2.8% to 4.3bn and UK like-for-likes slipped 0.9%. Online sales rocketed 29% and international sales advanced 12.2%. Retail Week (2005) Marks & Spencer and Next chiefs see market stabilising By George MacDonald, Lisa Berwin [online] available from http:/www.retail-week.com/city/marks-and-spencer-and-next-chiefs-see-market-stabilising/5007750.articlereferrer=RSS [ 4 December 2009]
Internet Marketing Essay
Customers too see brands as something that is more than what is built into the product. But these values and meanings may be different from customer to customer or from one group of customers to another.…
Marketing Internet
eBay has gained the reputation for serving the kind of services they offer online for millions of clients worldwide. Millions of collectibles, appliances, computers, furniture, equipment, vehicles, and other miscellaneous items are listed, bought, and sold daily (eBay, Wikipedia).…
Marketing Communication Master Essay
However, it cannot be forgotten that such restrictions are also placed in order to prevent the degradation of women and to discourage materialism. Furthermore, the rationale for these restrictions could be health reasons and to prevent politicians from misusing electoral advertising.…
Internet Marketing Bachelor Essay
Furthermore, the hastily embrace of internet has been as a result of the alleged wider scope of the internet marketing. The scope is wider because it involves both digital media such as e-mail and the wireless media. It is also important to note the fact that internet marketing also involves management of customer data which is digital and also an electronic customer relationship management (ECRM)…