Branding

Better Essays
Evaluate 6.1, Branding

Dennis McKeon

Southern New Hampshire University

Abstract

This document will discuss the marketing theorem: Successful brands are built on successful products.

I agree with the theorem that successful brands are built on successful products entirely for some product categories but partially for others. Products which meet a genuine customer need can become successful brands with minimal marketing effort by merely having a solid product that meets a need. Products which fulfill a desire must work on their branding in order to become successful products.

Products which meet a genuine customer need by providing a valuable function and are of a perceived high quality are often strong brands with a high equity. A quarterly study at Fordham University business school has shown that leading brands fulfill consumer’s five basic needs as identified by Maslow’s Hierarchy. The fourth quarter 2012 results showed Facebook, Wal-Mart, Google, Visa, Amazon, Nike, Coca-Cola, Subway, McDonald's and UPS, in that order, lead overall. (Greenberg 2013). I have personally used every one of these products in the last 90 days and can relate them to Maslow’s basic needs of physiological, safety, social, esteem and self actualization needs as identified below.

1. Physiological or my survival needs are fulfilled by Wal-Mart and Subway by selling or offering food and water products, products to repair or maintain my shelter and products to help fulfill my sleep and sexual behavior needs.
2. My safety and security needs can be met by Visa through offering the convenience of not having to carry cash for purchases. If my car breaks down and there is no cash in my wallet I can always use my Visa card to extract myself from this situation.
3. Social needs are met by the company



References: Greenberg, K (February 2013). Study: Google, Facebook, Walmart Fill Consumer Needs, Marketing Daily. Retrieved from: http://www.mediapost.com/publications/article/193289/study-google-facebook-walmart-fill-consumer-nee.html#ixzz2T0sJuAz9   Loftus, J (April 2013).Pfizer 1st-Quarter Profit, Sales Miss Estimates as Lipitor Pressure Continues, The Wall Street Journal. Retrieved from: http://online.wsj.com/article/BT-CO-20130430-714942.html Hughes, D (May 2012). BrandZ-Top 100 Most Valuable Brands Study 2012, Millward Brown Press Release. Retrieved from: http://www.wpp.com/~/media/Others/M/millwardbrown_pressrelease_brandz_may12_guid690846.pdf Schneider, J (April 2011). Why Most Product Launches Fail, The Harvard Business Review. Retrieved from: http://hbr.org/2011/04/why-most-product-launches-fail/

You May Also Find These Documents Helpful

  • Good Essays

    Branding

    • 3069 Words
    • 12 Pages

    WHERE, WHEN and TO WHOM you plan on communicating and elviery the your brand messages. - Where you advertise - Distribution channgels. - What you communicate visually an verbally. What leads to a strong brand quity? Consistent, strategic branding Brand equity: the added value the products or services on your company has that allows you to CHARGE MORE FOR YOUR BRAND than what identicial, umbranded products command. The added value intrinsic to brand equity comes in the form of PERCEIVED…

    • 3069 Words
    • 12 Pages
    Good Essays
  • Good Essays

    Branding

    • 787 Words
    • 4 Pages

    further researches will be built upon. Its purpose will be to enhance the readers understanding of the effect of the branding and branding management of beauty products to the consumers and how does it affect their decision making. 2.2 Understanding Branding What is the meaning of branding when referring to products? Some think branding is just a logo, but in reality, branding is a consistent message plus personality plus design principles plus logo. According to Baker (2000), one can consider…

    • 787 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Branding

    • 978 Words
    • 4 Pages

    maker and quality of the production. The brand name also helps the customer to differentiate the products. A brand name helps an organisation differentiate itself from its competitors. In today's competitive world customers expect products to have branding. Customers often build up a relationship with a brand that they trust and will regularly purchase products from that brand. Some people will only purchase a particular brand even though there are acceptable alternatives on the market. For example…

    • 978 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Branding

    • 1140 Words
    • 3 Pages

    defines a brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”(Koetler 2012) Over time though, branding has emerged into a complete science starting from how a company creates and delivers a promise to the way that promise is perceived and received by the public.(Knapp) I wholly agree that successful brands are built on successful products. Any company…

    • 1140 Words
    • 3 Pages
    Better Essays
  • Satisfactory Essays

    branding

    • 295 Words
    • 1 Page

    BRANDING THE IDENTITY STRATEGY A BRAND’S IDENTIF IS ITS PRIMARY SORUCE OF IDENTIFICATION, BUT IT IS ALSO THE SOURCE OF A CONSUMER’S ASSOCITIONS, WHICH ARE THE LINKS BETWEEN CORE VALUES AND THE BRAND. THESE CAN BE POSITIVE OR NEGATIVE, AND THE WAY TO HELP CONTROL THOSE ASSOCIATIONS – THE IMAGE – IS TO CAREFULLY MANAGE IDENTITY STRATEGYS. To help develop or enhance a brand’s identity, a company must engage in appropriate research – from perceptual research with consumers (if developing a brand…

    • 295 Words
    • 1 Page
    Satisfactory Essays
  • Best Essays

    Branding

    • 2358 Words
    • 10 Pages

    KEELE UNIVERSITY Keele Management School BRANDS & BRANDING MAN 40047 Title: Module Leader: Chris Vaughan-Jones Successful brands are the most vital assets of a company. Peculiarly, those assets stand for the knowledge made in the minds of consumers for this reason all of the marketing programs executed for those brands. (Kotler, 1991) This essay compares the similarity and differentness in the brand extension, brand community as well as packaging…

    • 2358 Words
    • 10 Pages
    Best Essays
  • Good Essays

    Branding

    • 730 Words
    • 3 Pages

    successful at branding with their particular script font (originally created for Walt Disney's "signature" logo). Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a…

    • 730 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Branding

    • 1559 Words
    • 7 Pages

    same burn on the back of the throat. He feels that although Coca Cola is a successful product it is non-comparable to Pepsi. Analysis of interview: brand equity and brand positioning Branding is an integral part of marketing. For the most part, branding is the genesis of marketing a product. Branding involves creating…

    • 1559 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    Branding

    • 4416 Words
    • 18 Pages

    History The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products.[4] The oldest generic Brand, which is in continuous use in India, since Vedic period, 9000–10000 years ago is known as 'Chyawanprash'. It is widely used in India and many other countries and is a herbal paste of 45 herbs made for revered Rishi named Chyawan.[5] This brand was developed at Dhosi Hill in North India, on an extinct…

    • 4416 Words
    • 18 Pages
    Good Essays
  • Powerful Essays

    Branding

    • 1551 Words
    • 7 Pages

    background, critically evaluate the role of marketing management and its impact on branding and organisational performance” So I am going to start bringing you through with a few definitions and then I will bring you through the 3 articles. What is Branding? The process involved in creating a unique name and image for a product in the consumers ' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that…

    • 1551 Words
    • 7 Pages
    Powerful Essays