marketing essay
Introduction
A brand defined as “a name, term, sign symbol, design or a combination of these, that identifies the product or services of one seller or group of seller and differentiates them from those of competitors.” (Kotler and Armstrong 2009) Building brand can bring a lot of benefits for customers and business. It helps customers to differentiate products from others. Also, branding helps business to differentiate a company from its competitors and acts as means of positioning. Additionally, as competition has increased and fashion clothing and accessories has become saturated, customers become more and more difficult to differentiate products from one to others completely based on quality. So use brand elements to build a brand and understand how to evaluate their ability to contribute to brand equity are a significant role for business.
Brand elements
The brand name is the chiefest of brand elements to achieve brand equity. “It can be an extremely shorthand means of communication.” (Kevin Lane Keller, P145) Brand name is an important part to achieve brand equity. Firstly, brand name as an introduction to the brand, customers get information from name and increase awareness of the company. And a brand name is the foundation of a brand image which associated with brand can be built with advantages over time. Also, brand name selecting a good brand name is difficult and certainly an art and science. Like any brand element, brand name can improve brand awareness. A successful brand name should be easily to pronounce and spell, meaningful and familiarity, distinctive and unique, such as Coca-Cola common name is Coke. In addition, brand name is implied what products that company offering. For example, KFC indicate Kentucky Fried Chicken. There are numbers of ways to choosing a brand name for a new product. Whether business chooses a brand name on their own mind or seeks a brand name from professional marketing firms, the naming procedures are needed. The
A brand defined as “a name, term, sign symbol, design or a combination of these, that identifies the product or services of one seller or group of seller and differentiates them from those of competitors.” (Kotler and Armstrong 2009) Building brand can bring a lot of benefits for customers and business. It helps customers to differentiate products from others. Also, branding helps business to differentiate a company from its competitors and acts as means of positioning. Additionally, as competition has increased and fashion clothing and accessories has become saturated, customers become more and more difficult to differentiate products from one to others completely based on quality. So use brand elements to build a brand and understand how to evaluate their ability to contribute to brand equity are a significant role for business.
Brand elements
The brand name is the chiefest of brand elements to achieve brand equity. “It can be an extremely shorthand means of communication.” (Kevin Lane Keller, P145) Brand name is an important part to achieve brand equity. Firstly, brand name as an introduction to the brand, customers get information from name and increase awareness of the company. And a brand name is the foundation of a brand image which associated with brand can be built with advantages over time. Also, brand name selecting a good brand name is difficult and certainly an art and science. Like any brand element, brand name can improve brand awareness. A successful brand name should be easily to pronounce and spell, meaningful and familiarity, distinctive and unique, such as Coca-Cola common name is Coke. In addition, brand name is implied what products that company offering. For example, KFC indicate Kentucky Fried Chicken. There are numbers of ways to choosing a brand name for a new product. Whether business chooses a brand name on their own mind or seeks a brand name from professional marketing firms, the naming procedures are needed. The