Branding As A Multi Faceted Marketing Strategy Essay
In a capitalist system companies and corporations play an integral role in life’s material experiences. For instance, the majority of clothing individuals purchase and wear are manufactured by a wide variety of popular brands varying greatly in size, popularity, and influence. These companies are commonly referred to as brands. According to the American Marketing Association (1995) a brand is defined as a:
Name, term, design, symbol, or any other feature that identifies one seller 's good or service as distinct from those of other sellers." Further branding is explained as, a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.
Branding is used by companies as a multi-faceted marketing strategy in which the existence of a brand can work to appeal to customers and subsequently increase the profitability of a business. This literature review attempts to understand and investigate the relationship between people 's self-image and brand. In addition, this review will provide some insight into the potential negative implications of a branded self-image. In total four academic research based articles will be examined, and summarized, followed by…