The paper reviews the fourth chapter “Choosing Brand Elements to Build Brand Equity” of the book “Strategic Brand Management” by Kevin Keller.
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One of the marketing examples provided in the chapter is the case of the UPS, which is short for the United Parcel Service. Nearly ten years ago the United Parcel Service attained the wide-ranging Mail Boxes Etc. license association. After valuation promotion of a few ground-breaking insights, the corporation penetratingly strengthened the license holders to transfer their openings as the part of a new United Parcel Service stores. The price-grounded logistics determinations of the United Parcel Service involve three primary basics for high undertakings in the existing world of commerce; these are globalism, connectivity, and endowment. In addition, a vision of the future by the United Parcel Service has removed far separate from the area of package supply. While the delivery and postal facilities still continue to be its fundamental occupation, the United Parcel Service of the current days is constructing strategies in the direction of developing into an international implementer of trade; the corporation has envisioned being a distributor of imports, data, and assets (Rankel par. 4).
The chapter provides several examples of the United Parcel Service slogans, and they have proved to be effective. Moreover, the United Parcel Service possesses several other exceptional traits that help them to remain to be the successful corporation for many years. These features include branding, labeling, packaging, warranties and guaranties. The definition of label stands for a straightforward emblem that is stick to the produce; it encloses a brand name and varied pertinent for the customer data. The label is a necessary constituent of the package, and it permits the customer to identify the element of manufacture, to appraise it and to absorb the required information for acquisition. In a case of the United Parcel Service, every package contains a label of the corporations, which increases the recognition of the brand.
Warranties are solemn declarations that identify the anticipated product appearance by the producer (Johnston par. 4). Merchandise with a warranty could be replaced by the producer or entitled to a restoration, substitute, and compensation. Warranties are beneficial to the producing organization, as they increase trust in the brand (McKee par. 6).
Guarantees are able to reduce the odds taken by the purchaser of the service. In addition, guarantees suggest that the given commodities are of immense superiority. Additionally, guarantees could be helpful in cases when an association is still not introduced to the wide watchers (however, the United Parcel Service does not fall under this rule); and when the price and capability of the merchandise are desirable to the opponents. The last but not the least, the set of guarantees is able to estimate the effectiveness of the corporation (Adeoty 71).
Packaging suggests that any given product consequently prevailing in its preliminary arrangement and design is being packed in order to be sold at the merchandising. Effectively collected and designed parcels for the essentials of production are able to create the impartiality of the label and increase the financial income (Hawthorne par. 3). Packaging is deliberated to be the first confrontation of the buyer with an item for consumption, which effects the first impression and further conclusions about the purchase. Moreover, the packaging is partly responsible for the acknowledgment of the brand; “consumer affluence means consumers are willing to pay a little more for the convenience, appearance, dependability & better packages” (Walsh 67). In the case of the United Parcel Service, packaging is essential not only from the marketing point of view but within the framework of product delivery and its safety.
Adeoty, James. “Product Classification Strategy.” Elements of Marketing. Ed. Olujide Jonson. Ilorin: University of Ilorin. 2000. 69-80. Print.
Hawthorne, Madison, “List of Core Competencies to Run a Business.” 2014. Web.
Johnston, Kevin. n.d. The Best Way a Company Can Build & Manage Its Product Mix & Product Lines. n.d. Web.
McKee, Steve, “The Pros and Cons of Co-Branding.” 2009. Web.
Rankel, Steve. n.d. 8 Ways to Differentiate Your Product Offering in Price-Driven and Commodity Markets. n.d. Web.
Walsh, Vivien. Winning by Design: Technology, Product Design And International Competitiveness, New York, New York: John Wiley & Sons, 1992. Print.