This website uses cookies to ensure you have the best experience. Learn more

The Power Of Branding Essay

2713 words - 11 pages

INTRODUCTION

“Human civilization is dependent upon signs and systems of signs, and the human mind is inseparable from the functioning of signs-if indeed mentality is not to be identified with such functioning.” (Charles Morris)
According to the Charles Morris, human used to relying or remember a thing by it signs. It is the first impression and brings the most impact to a person. Therefore, it is important for a brand too.

A brand is a sign that represents a company and also the connection between company and the audience. A brand communicated through different way to its audience. It can be from what the audience see and hear, or it can be the feeling or perceptions of the audience after they experience it. (Melissa Davis, 2009, p. 12)

A brand has its storytelling and emotions to the audience. Once a company failed to give the promise and meaning to the audience, it brings negatives feeling and perceptions to the audience. Thus, it needs an effective way to lead to a strong brand which will involve on different type of branding. There are brand extensions, associations while co-branding is one of the most usual types of branding that used by company and familiar with. (Matthew Healey, 2008, p. 38) Co-branding is the way of joining two or more brands into a single product.(ChiranjeevKohli, Brand Channel, 2002)www.brandchannel.comsuch as Poh KongJewellery co-branding with Disney. (Fig. 1.1)Poh Kong comes out with Disney jewellery which attracts both adults and children. However, there are still having their advantage and disadvantages of the co-branding too. Hence, the objective of this write up is to identify the opportunities and threats that involved in the strategy of using company’s corporate identity as a vehicle for product branding.

2.0 Co-Branding

2.1Type of Co-branding
The most usual and effective strategy that use by most companies is co-branding strategy. It has the ability to easily associate the brand with other brand to come out or grow a new thing. When both companies join together it gives benefits to both and while joining together, both companies bring a fresh feeling to the customers. Besides, when both brands join together, it comes out with a single and unique brand and therefore, it will bring something fresh to the audiences. There are two major forms of co-branding strategies which is parallel co-branding and ingredient co-branding. Parallel co-branding means two or more brands that combine together to come out with a combined brand. For instance, Nike and Apple come out with an iPod, Nike+. (Fig.2.1) Another example is the Haagen-Dazs ice cream and Bailey’s liqueur which form a new Haagen-Dazs with Baileys flavor ice cream.

When a supplier of a company supplies their ingredient to another company to make a product, it is called ingredient co-branding such as, Weight Watchers working with Heinz and produces a new product of Double Chocolate Brownie. (Fig 2.3) Besides, Oreo and Mcflurry are another example of...

Find Another Essay On The Power of Branding

The Power of Power Essay

838 words - 4 pages atmosphere, incorporating diabolical elements into this world with the appearance of Hecate, witches, prophecies and ghostly apparitions. Throughout his story, Macbeth becomes controlled by desire for power, by allowing himself to be influenced, using evil means to gain and maintain power to the point that Macbeth is blinded to all else. In Macbeth, Shakespeare vividly demonstrates a recognizable theme of the weighty pull that power holds over those with

The Power of Power Essay

1066 words - 5 pages Abraham Lincoln’s quote shows his thoughts on the power of power and its ability to corrupt even the best of men. The same opinion is shared by Philip Zimbardo, the psychologist responsible for the Stanford prison study. In his study, he observed the effect of power on college students in roles as prison guards and prisoners. The experiment had to be cut short due the effect the power had on the students in the the role of the guards. William

Branding assignment focusing on the personal branding of prifessional athlete Lebron James - Communcation - Essay

2386 words - 10 pages Brock University Written Assignment #2 Branding Assignment Name: Jack Davis Course: COMM 1F90 Professor: Derek Foster 1 When people attain a certain level of celebrity and status, people can use their prestige to influence their large following. Lebron James has used his celebrity to build a brand based on giving athletes a voice to be more than just athletes. I will be analysing the narrative structure, genre and discourses of James’ brand, in

The Bombardment of Barbie’s and the Branding of Beauty

1834 words - 7 pages , Levina, and Marika Tiggemann. "Sociocultural and Individual Psychological Predictors of Body Image in Young Girls: A Prospective Study." Developmental Psychology 44.4 (2008): 1124-134. PsycARTICLES. Web. 29 Nov. 2011. Cordes, Helen. "A Rainbow of Girls." Girl Power in the Mirror: a Book about Girls, Their Bodies, and Themselves. Minneapolis: Lerner Publications, 2000. 4-10. EBook Collection (EBSCOhost). Web. 29 Nov. 2011. Dittmar, Helga

The Importance of Branding in the Marketing Mix

2139 words - 9 pages products must be different they will not compete with one another as much as they will rival other company brands. A successful line extension is not entirely new products it is new branches on the main plant. Line extensions have to make sense and be a part of a long-term plan and show the core images and messages of the brand to optimize the power of the overall brand. The importance of branding 7 Conclusion Now that you

Analysis of the Branding Strategy of Nanda Home

1122 words - 4 pages The essay intends to first analyze the branding strategy of Nanda Home. Focusing on the failure in sustaining the appeal of its flagship product Clocky, and later give branding recommendations to Nanda Home and one of its product, Tocky in a new market, United Arab Emirates (UAE). The analysis and the recommendations will be based on the application of two branding goals of image and function. Clocky’s deficiency in branding can be ascribed to

The Global Branding of Stella Artois Brewing Company

941 words - 4 pages The Global Branding of Stella ArtoisAssignment 11)The international beer market is a large and growing one with consumption levels at 1.3 billion hectoliters (hls) annually. Surprisingly, the top 4 breweries account for only 22 percent of the total beer market. This means that the profit margin for these breweries is significantly smaller than that of top companies in the tobacco, soft drink, and spirits industry which are far less fragmented

Globalization and the rise of multinational corporations and branding

1448 words - 6 pages Globalization and the rise of multinational corporations and brandingA further, crucial aspect of globalization is the nature and power of multinational corporations. Such companies now account for over 33 per cent of world output, and 66 per cent of world trade (Gray 1999: 62). Significantly, something like a quarter of world trade occurs within multinational corporations (op. cit). This last point is well illustrated by the operations of car

The Power of Ideology

1703 words - 7 pages World War II when the Russians and the Americans united as allies to face Nazi Germany as the common enemy. With the defeat of Germany, Russia and the United States emerged as the two competing superpowers. These victors had the power to decide the fate of the world. The Communist Soviet Union had a world to win while Americans opposed this horrific design and favored Capitalism. This ideological conflict developed tensions between the United

The ability of Power

1283 words - 5 pages The ability of powerPower is the ability to control or influence. The nature of power is that it is transitory, often dangerous and it incurs vulnerability and corruption. Powerplay is the manipulation and creation of power through the use of strategies and authority to achieve a certain goal at the expense of others. Within powerplay exists the group and individual struggles for predominance, control, honour, freedom, and idealism. These power

The Power of Google

1105 words - 4 pages a surprise for Super Bowl viewers and advertising professionals alike. It was Google’s first search engine branding commercial. The only hints came from CEO Eric Schmidt’s Twitter account 24 hours before the air. Though reactions varied among professionals, most agreed on one thing. The story was warming, heartfelt, and sentimental. The advertisement plays into the idea of finding love, a stereotypical concept when associated with being in

Similar Essays

The Branding Of Ikea Essay

1693 words - 7 pages The Branding of IKEA Company background The first catalogue was introduced in 1951 and with this the founder saw his chance to expand his business on a larger scale, and this was the year he decided to completely focus on low-price furniture, as from the beginning IKEA sold mainly matches, watches, Christmas decorations, picture frames and jewellery. In 1956 the company came up with the concept of 'flat-pack' self-assembly furniture

The Importance Of Branding To An Organisation

972 words - 4 pages ', they might still have disadvantages when comparing to one's corporate brand that is well-established. From this, it can be seen that the power of branding might even be more important tan the quality or price of your product. In addition, when competition is global, it may also gain advantages, as branding is a way to distinguish your product from other competitors' products as well as differentiate yourself and your

The Development Of Brands And Branding

1866 words - 7 pages vertically and horizontally, is almost identical to Nike’s logo. Newport’s branding strategy could have been to incorporate fitness, athleticism, and health, all things that usually are not associated with cigarettes and tobacco, into the minds of their customers. Branding may occur in a variety of ways. Brand extension can happen when one brand has already been established. Once a brand is developed, the creators of the brand may wish to

The Value Of Branding In Health Care

1578 words - 6 pages The value of branding in health care. What is branding? Branding has been advocated as a potentially successful response to heightened market concentration; it offers the possibilities of centralized control and format standardization, and an added value or cost driven strategy can be used to differentiate the retail offering and reinforce market positioning. Brands provide informational cues for buyers about the store's merchandise