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The Importance Of Branding in Marketing Essay

Assignment id 1003885
Discipline Writing
Assignment type Essay
Words 2157
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Literature Review As an increasing amount of individuals revolve around brand names instead of merchandise, brands become significant elements for clients to select products (Carroll, 2008). When clients trust the brand, the benefits for your manufactures are created. At the first place, manufacturers can be employed by products as the tool to identify and differentiate themselves from different products. Secondly, brands are helpful for businesses to construct a competitive edge (Bick, 2009). Thus, organisations take more attention to branding. Branding Branding is a tool to make the goods of a single manufacturer different from another producer (Keller, 2003). Carroll (2008) maintains that branding is a sign of quality, and it's helpful to increase customers' loyalty, financial return and stay the competitive advantages. 'It is not rooted in concept, in the strict meaning.' (Kay, 2005, p.743) Chernatony and McDonald (2003) said that branding will bring gains to companies when companies add values of products which are approved by consumers, and customers are very happy to cover it. Anyway, based on Schultz and Patti (2009), branding carries an essential place in the post-modern world as well. The aim of branding is not only diversifying any more. According to Essential (2005), producing 'brand meaning' is recognized broadly, which is identified as a most important job of building strong brand. It seems that a brand is powerful for customers, since it can create a complex cognitive response and form the customer behavior. Knowing the responses and community context are two challenges of building strong brand for businesses (Kay, 2005). The elements in branding strategy, for example symbol, package, design, advertisements, all contributed to buildin...

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