The Building Of A Brand Essay

1019 Words Feb 8th, 2015 null Page
Throughout the course of life, people work to build an image or identity that others will grow to respect and value. In other words, people work to build and maintain a unique and positive reputation. This includes developing an optimistic personality, gaining an education, and creating positive relationships and experiences with those they encounter. It further requires a concerted effort of monitoring to maintain. Most people, to some extent, do build successful and positive reputations, while others fail miserably. The same is true in the realm of business. The building of a brand is the business world’s equivalent to the building of a personal or individual reputation (Boone & Kurtz, 2014). It takes years to develop and requires constant monitoring. Boone and Kurtz (2014) define brand as “a name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from those of the competition” (pg. 416).
In today’s business world, creating a brand, as defined by Boone and Kurtz (2014), falls short of completely facilitating business growth and prosperity. A name, term, sign, symbol, and/or design are no longer enough, consumers require additional encouragement to become loyal users of a particular brand (Scarborough, 2014). Therefore, an organization must enhance its brand with specific communications that indicate the benefits consumers receive when choosing its product and/or service offering over the product and/or…

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