The Strategies of Branding and Formation of an Image of a Product or a Service Essay

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How is the branding used in advertising?

The notion of brand denotes a name, sign, or symbol that identifies a production or sales service. Branding may be determined as brand creation, a complex process of sequential actions aiming at the formation of a popular image of a product or a service. The general purpose of branding is to generate a positive impression of a product that is sold under a definite name, and in such a way to promote customers loyalty to a company. A brand is based on advertising, which is a “paid, mass-mediated attempt to persuade” (OGuinn, Chris Allen, and Semenik 6).

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A contemporary competitive market is impossible without advertising and branding as a constituent part of it. Not so long ago goods were sold on the usual terms without reference to a concrete brand. Coffee was coffee, and tea was just tea. In our times, the purpose of any company for it to be competitive is to make its product recognizable and popular among consumers. It is of great importance to emphasize its uniqueness and to persuade a customer that this product is the best among a great variety of similar goods. Today it is not only a product, but it is also a brand that is sold. Contemporary advertising is the competition of brands.

Give an example of a product/company/person who you feel branded themselves well – explain your feelings

One of the most prominent examples of successful branding is Apple. This company is a typical example when its brand promotes the success of it. To my mind, the logotype of the company has been chosen very successfully. Today few people know that the first logotype of the company has been Isaak Newton sitting under a tree with an apple above his head. This logotype was too complicated for perception and was associated with an adverse image of the company, which had been predicted a failure.

The change of this logotype for the apple with a bite taken out of it was a genius solution. Today it is a world-renowned brand, which is associated with simplicity in use and reliability. In spite of the fact that the company deals with sophisticated electronic devices, its production is as simple in use as an apple. The logotype is rather symbolic, as the byte on this apple is associated with the homonymous term from computer terminology.

Today Apple means not only a high-quality production; it is a new style of life. To make their goods popular the company uses peoples emotions. The managers of the company are responsive to rapidly changing tendencies in public fancy and do their best for their company to correspond to the demands of consumers.

Nowadays there may be found devices similar to Apples products’ quality and functionality. Nevertheless, people prefer Apples goods despite their high prices. I think it is a good example of the perfect branding.

Provide an example of a product/company/person who you feel did not brand themselves successfully – explain your feelings and include your thoughts on what would make the brand stronger

The typical example of a branding failure is the Arch Deluxe burger from McDonald’s. The aim of the product was to increase the sales level of the company. This hamburger was intended for adults. The idea was to produce a hamburger, which would be not associated with children. In the advertising video, there were children who were refusing this complicated food. The problem was that customers did not expect something complicated from McDonald’s. They needed just convenience and simplicity. It was a convenience for a consumer that had predetermined the success of the company from the very beginning of its existence. The consumers knew what to expect from this company.

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Most of the clients of this company know beforehand what to order. They do not need different variations of the same product. The Arch Deluxe burger was not popular among consumers and was a failure from the commercial point of view.

To my opinion, McDonald’s as any fast food outlet had to follow a customer-oriented policy. While implementing a new product, it was necessary to take into consideration their core audience.

Works Cited

OGuinn, Thomas, Chris Allen and Richard Semenik. Promo. Boston: South-Western Cengage Learning, 2013. Print.

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IvyPanda. (2021, March 25). The Strategies of Branding and Formation of an Image of a Product or a Service. https://ivypanda.com/essays/the-strategies-of-branding/

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"The Strategies of Branding and Formation of an Image of a Product or a Service." IvyPanda, 25 Mar. 2021, ivypanda.com/essays/the-strategies-of-branding/.

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IvyPanda. (2021) 'The Strategies of Branding and Formation of an Image of a Product or a Service'. 25 March.

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IvyPanda. 2021. "The Strategies of Branding and Formation of an Image of a Product or a Service." March 25, 2021. https://ivypanda.com/essays/the-strategies-of-branding/.

1. IvyPanda. "The Strategies of Branding and Formation of an Image of a Product or a Service." March 25, 2021. https://ivypanda.com/essays/the-strategies-of-branding/.


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IvyPanda. "The Strategies of Branding and Formation of an Image of a Product or a Service." March 25, 2021. https://ivypanda.com/essays/the-strategies-of-branding/.

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