Brand Name Products Essay

2359 words - 9 pages

Brand Name ProductsAdvertising, a form of commercial mass communication designed to promote the sale of a product or service, or a message on behalf of an institution, organization, or candidate for political office. Evidence of advertising can be found in cultures that existed thousands of years ago, but advertising only became a major industry in the 20th century. Today the industry employs hundreds of thousands of people and influences the behavior and buying habits of billions of people. Advertising spending worldwide now exceeds $350 billion per year. In the United States alone about 6,000 advertising agencies help create and place advertisements in a variety of media, including newspapers, television, direct mail, radio, magazines, the Internet, and outdoor signs. Advertising is so commonplace in the United States that an average person may encounter from 500 to 1,000 advertisements in a single day, according to some estimates.Most advertising is designed to promote the sale of a particular product or service. Some advertisements, however, are intended to promote an idea or influence behavior, such as encouraging people not to use illegal drugs or smoke cigarettes. These ads are often called public service ads (PSAs). Some ads promote an institution, such as the Red Cross or the United States Army, and are known as institutional advertising. Their purpose is to encourage people to volunteer or donate money or services or simply to improve the image of the institution doing the advertising. Advertising is also used to promote political parties and candidates for political office. Political advertising has become a key component of electoral campaigns in many countries.I believe that advertising has important economic and social benefits. However, advertising also has its critics who say that some advertising is deceptive or encourages an excessively materialistic culture or reinforces harmful stereotypes. The United States and many other countries regulate advertising to prevent deceptive ads or to limit the visibility of certain kinds of ads.In 2000 the United States was the leading advertising market in the world with total advertising spending of $147.1 billion. Japan ranked second with $39.7 billion, followed by Germany with $20.7 billion, the United Kingdom with $16.5 billion, and France with $10.7 billion. This article deals primarily with advertising practices in Canada and the United States.Types of Advertising:Advertising can be divided into two broad categories--consumer advertising and trade advertising. Consumer advertising is directed at the public. Trade advertising is directed at wholesalers or distributors who resell to the public. This article focuses on consumer advertising, the form of advertising that is familiar to most people.Consumer advertising can be further divided into national advertising and local advertising. National advertising is aimed at consumers throughout the entire country. National advertising usually...

Find Another Essay On Brand Name Products

Nivea Essay

1257 words - 5 pages positive impact on the parent brand if the brand extension is successful. This pro proved to be right in the Nivea case as the brand extension products were of good quality and matches customers’ needs so this really strengthened the parent brand equity and spread the brand name across the globe. The second pro is that parent brand provides personal identity to brand extension products. In Nivea case the parent brand provided a personal identity of

Impact of Brand Extensions on Brand Equity

697 words - 3 pages Part One: Impact of Brand Extensions on Brand Equity In today’s competitive marketplace it is vital to have a strong brand name. When a company develops a strong brand name of a certain product category they start thinking about the brand extensions, which will help the firm to capture new and unexplored market segments. According to Kotler (2003) a brand extension occurs when a company uses its well-established core brand name to introduce new

The Holland and Barrett Brands

1940 words - 8 pages Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung. Looking to the case study chosen, the Holland and Barrett brand is the name and design identifies their quality products and service as distinct from those

Understanding Consumer Perception of Brand Identity: How to Avoid Failure When Extending a Well Established Brand

6803 words - 27 pages attractiveness of brand extension does not come without risk, however.Mismanaged brand extension can lead to brand dilution, image confusion, and the canni-balism of overall sales by the extended product. If the new product is just too different from the market of already established products, consumer's may misinterpret the intended values that are meant to be associated with the brand. It can also happen that a brand name loses its special positioning in

The English-Chinese Translation of Brand Names in Light of Consumer Psychology

2200 words - 9 pages . It is a name, sign symbol or some combination used to identify the products of one firm and to differentiate them from competitive offerings. The ingredients in a brand constitute the product itself, the packaging, the brand name, the promotion, the advertising and the overall. The brand is therefore a synthesis of all these elements, physical, aesthetic, rational and emotional. Essentially, the end result must be not only appropriate but also

Marketing Strategy in Action Coca-Cola

905 words - 4 pages Coke years and years building its brand equity. I think they should use its brand equity to new products, but I think they should set a limit on how many products share the brand name Coke. We do not want loyal consumers to loose its fond memory of the past because of all of the other products that have the Coke logo on its package. By extending its product line Coke will have a higher chance at increasing its sales. If Coke creates too many

Suggest an appropriate brand name for each of the following goods. Defend your choices

1209 words - 5 pages , Culture, Personality, and User.Finding the best brand name is a difficult task. It begins with a careful review of the product and its benefits, the target market and proposed marketing strategies.Desirable qualities for a brand name include the following:1.It should suggest something about the products benefits and qualities.Ex: OASIS (a still fruit drink).2.It should be easy to pronounce, recognize and remember.3.The brand name should be

How is the concept of congruency can be relevant to a revitalisation of brand equity strategy?

3268 words - 13 pages ways:Allow you to charge a price premium compared to competitors with less brand equity.Strong brand names simplify the decision process for low-cost and non-essential products.Brand name can give comfort to buyers unsure of their decision by reducing their perceived risk.Maintain higher awareness of your products.Use as leverage when introducing new products.Often interpreted as an indicator of quality.High brand equity makes sure your products

Branding And Brand Management: Cadbury

1461 words - 6 pages What is a brand?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 form those of competitorsEssentially a marketer's promise is to deliver a specific set of features, benefits and services consistently to the buyersCadbury's best tasting chocolate constitutes the main ingredient of much of these products including

"Branding"

1021 words - 4 pages , brings thoughts of regurgitation; while in Dari the word Barf translates into snow. The expansion cost is often less, as there is no need for name research, and heavy advertising expenses to get the brand name recognized. (The Branding Expert) People often embrace a family brand name regardless of the cost, for both interrelated and non-related products. If a new product is supported by heavy advertising, it is 70 percent more likely to be bought

Branding Strategies

1924 words - 8 pages Fads and Trends are the Only Focus C.     Brands Fail When Emotional Need and Fads and Trends are not Satisfied VI.     Conclusion           “A brand is a name and/or mark intended to identify the product of one seller or a group of sellers and differentiate the product from competing products (Etzel 242).”     &nbsp

Similar Essays

Brand Equity Essay

2657 words - 11 pages INTRODUCTION “A brand is a distinguishing name and/or symbol intended to identify the goods or services of either on seller or group of sellers, and to differentiate those goods or services from those of competitors” (Aaker 1991).A brand is the most valuable asset for an organization in the current competing world. Every organization is formulating strategies to make its brand popular and significant not only in markets but also in minds of the

The Importance Of Branding In The Marketing Mix

2139 words - 9 pages researchers do not support commitment but they argue that buying behavior is caused by instrumental conditioning. The different branding strategies Generic brands Generic brands are one of the brand strategies that marketers use. The difference between name brand products and generic brands is that name brand products is advertised and generic brands is a store brand or it has a name that is not being nationally advertised. Customers

Management Essay

534 words - 2 pages the different products sharing a brand name  Are the different brand elements used on a consistent basis?  Are there many different versions of brand name, logo, and so forth for the same product?  Which market segment it is being targeted to?  The supporting marketing programs logical and consistent across related brands? 3.12 Brand Exploratory  Provides detailed information as to how consumers perceive

Relationship Between Advertising And Sales Promotion

1358 words - 5 pages This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The