Branding - Briefly summarise the article.

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DAUBRY JULIEN

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Coursework 2: MK32003

Marketing policy

BRANDING

Part 1: Briefly summarise the article

Branding is an old powerful strategy tool used to accelerate market awareness and acceptance of new products entering a market. It has been successful in the past, and has evolved as a way to attract and keep customers by promoting standing or image. The traditional role for a brand is to identify the product of an organisation, and its differential advantage throughout a name. Some firms have even considered that the brand was more important than the product itself, and have preferred spending money into branding more than in product research; but importance of the product is beginning to be emphasized.

The most fundamental problem regarding the issue of branding is what name to use. A name should have four characteristics, including distinctiveness, relevance, memorability, and flexibility, to ensure success with branding.

Subsequently, it is imperative to support it through appropriate advertising and communication, as there is a correlation between the level of advertising investment and the level of brand awareness achieved. Even successful brand owners have still to constantly keep their leading brand status.

Corporate, industrial, and service organizations are becoming the future of marketers, using branding strategy. Two of the most utilized applications of branding are ingredient branding, meaning extend a famous brand in a new market, and brand extensions, which means create a new product in an existing brand. Both of these techniques used to add new branding area are effective, but can also be dangerous.

The key element in business strategy is the brand management, which consists in building and sustaining a positive image to maintain customers loyalty. The branding process itself may be the starting point for product differentiation. In fact many brands are similar and their differences exists just in the consumer's mind. All organization must support and identify with the branding strategy, and must deal with the changing environment.

Part 2: Critically review the research undertaken in the article

The research undertaken in this article deals with the different way to be successful with branding. After having clearly defined the notion of branding, and its use over the last 100 years, the author has begun a research part that I am going to critic. This research is composed of six parts, that I will study one after one after having criticised the research in general.

The author uses links with the past explaining how it was before and how it is now, and that is a good point as it enables us to make some comparisons, and to perceive an evolution throughout the time. Joseph Arthur Rooney use a lot of quotations, and that show that he has made a real research about branding. But sometimes I feel that some logics links between parts are missing.
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Concerning the brand naming, I have appreciated the fact that Joseph Arthur Rooney explains why it is important to find a good name for a brand, before offering a method to find one. But instead saying that a good name provides advantage, he uses the negative form saying that a bad name is a disadvantage. So he does not explain how to be successful. About the research of the name, the author says, "the point of the name is to have consumers linked to quality". He just writes this sentence without explaining it. I think it could be ...

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