Branding

From Facebook profiles to your decision to buy a Starbucks coffee in the morning, everything that you do on a daily basis forms a part of your personal brand. On a small scale, branding works the same way for individuals as it does for corporations. As the leader of a corporation or a small business, your brand is what makes you money. Whether you want to reach out to potential patients or gain new customers, you have a chance to stand out with your brand. Big Companies Already Know What to Do…

This self-branding obsession is further illustrated in the ‘Humans of New York (HONY)’ text. This book was likely important to the neoliberal individual as part of defining their version of good-taste and placing emphasis on their own cultural capital. Ideas that suggest the connection between capital and branding obsession become further apparent in this text. Sociologist, Pierre Bourdieu’s habitus framework becomes clear, the importance of the interactions between the individual (habitus),…

Marketing Strategy: Products Products and services are the purpose of having a company. In order to have customers and businesses, there must be a need of exchange of products and services. According to Southern New Hampshire University (2015), “The product offering, which is the heart of any organization’s marketing program, is always the launching point in the creation of the marketing mix” (p. 1). A product or service is what attract customers to satisfy their needs, wants and lifestyles.…

Brand equity is “the marketing and financial values linked with a brand’s strength in the market, including actual proprietary brand assets, brand name awareness, brand loyalty, perceived brand quality, and brand associations” (Pride & Ferrell, 2003, p. 299). Brand equity can also be defined as “A set of assets and liabilities linked to a brand, its name and symbol that adds to or subtracts from the value provided by a product or service to a firm and/or to that firm‟s customers.” – David Aaker…

companies still encounter barriers in their branding programs. The barriers usually refer to financial and human resource limitations, as well as time limitation and lack of knowledge. Not having enough resources force the companies to concentrate on daily transactions or selling approaches rather than on a marketing or branding approach. Therefore, by setting sales as a short-term objective, it will later turn into an obstacle to build a longer-term branding strategy. 3.5.1 Brand management…

There is an extant literature on the role of endorser-product congruency (e.g., Kamins and Gupta 1994; Misra and Beatty 1990; Till and Busler 2000). The congruency or "matchup" hypothesis literature suggests that "endorsers are more effective when there is a fit between the endorser and the endorsed product" (Lynch and Schuler 1994; Till and Busler 2000). Global internet and endorsement in advertising Berger believe that the global internet has dramatically magnified the global quest for fame…

The Red Deer Symphony Orchestra Rebranding Project Whenever the team at Reaction Marketing Solutions can work on a local project in Red Deer, Alberta, we feel uniquely qualified to answer the call. The Red Deer Symphony Orchestra (RDSO) branding project was one such project that challenged and inspired our team. RDSO Project Brief As a pillar of excellence within the community, the RDSO suffered from being categorized over the years. At the mere mention of the RDSO in Central Alberta, most…

Any organization’s brand is composed of every action which is taken by the entity from the choice of colors in the logo to the personnel placed in the reception area (Meredith, 2017). People, buildings, vehicles, graphics, packaging, documentation and human treatment are just a few examples of what goes into identifying a brand (Meredith, 2017). NASCAR’s brand is strongly identified with the south. The sport was born in Florida during the 1930’s and was generally known as a southern,…

Razor-sharp branding is essential for marketing, especially for an NFP organization such as FYD. It should not necessarily be aimed at fund raising, but take a more strategic approach such as to create superior social influence and organizational consistency. Today, this is practiced NFPO’s such as Oxfam International and GBCHealth. Branding in the context of NFP, is all about perception; which is initiated by every communication…

commercials advertisements of those products. In the enslavement of branding consumerism, people begin to choose to what part of a group they want to belong to by creating a branding favoritism. Advertisers know consumers’ weaknesses and use it to persuade them to buy their products. Commercials often use actors or influential people to attract customer’s attention for them…