What Are Brand And A Brand? Essay
So, what are brand? Are they just a sign or a design? In today’s market place a brand plays a crucial part. To almost anywhere we look, to things we purchase there are brands. There are strong brands which triumphantly come across a broad variation of merchandise classes. This essay will critically discuss the meaning of ‘a brand’ referring to De Chernatony, L. and F. Dall 'Olmo Riley (1998). "Defining a" brand": Beyond the literature with experts ' interpretations." Journal of Marketing Management, pg 417-443. This essay will also discuss how brands accomplish needs, how and why firms need to build a strong brand and by using examples, how digital technologies are impacting on a brand.
What are brand?
From a manufacturer’s point of view, a brand refers to the identity feature of a product that differentiates it from another. Brands are used for Marketing, business and advertising purposes and are often individualised names, symbols, terms or designs. As it has been described in the principles of marketing by Kolter, “A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”. However, from a consumer point of view, a brand eases purchase decisions for customers and allows them to establish associations of status and prestige with the products. A brand is also a customer’s emotional feeling about a product, an organization and…