Why are brands and branding se

             Branding is the process of creating and spreading the brand name; it is applied to the individual product and to the entire corporate identity. A brand is a product that is distinguished from other products so that it can be easily communicated and advertised. The name of the brand is the name of the individual product. Brands are often expressed in the form of logos and graphic representations of the brand.
             Brands are seen as imperative by advertisers because we are in a highly competitive world where manufacturers are losing their pricing power, branding is seen as a way of getting back some of their influences. A brand can raise the profile of a product and the company that sells it, setting them apart from rivals in the market place. A strong brand can hold the opportunity to stretch the brand to new products successfully and can command a price premium. Advertisers believe branding can increase cash flow, increase the product's lifecycle and increase customer loyalty.
             When advertising a brand, advertisers must think about their target audience and what will promote the brand to them. Maslow came up with a theory called 'The Hierarchy of needs' which identifies a consumer's 5 primary needs and explains how advertisers can take advantage of their customers.
             The first need is Physiological Needs, products that fall into this category are things such as water (Evian), food (individual food products or supermarkets), sleep (beds), sex, and air (which can now be purchased in cans...exactly!). By giving simple things such as air a brand, it is instantly more appealing to its audience. Contemporary consumers by brands.
             The second need is Safety Needs, which are things such as fire alarms, other alarm systems, seatbelts etc. Adverts such as seatbelt safety adverts and cars such as volvo, have connotations of safety.
             The third need is Social Needs, this need is about people wanting to fit in, such as clothes bran...

More Essays:

APA     MLA     Chicago
Why are brands and branding se. (1969, December 31). In MegaEssays.com. Retrieved 18:16, March 28, 2024, from https://www.megaessays.com/viewpaper/20497.html