How do brands sustain popularity in a saturated market?

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Media Studies

How do brands sustain popularity in a saturated market?

Give examples of two successful campaigns

A successful brand is one that has established itself through a variety of audiences and is known to be an expert in various fields. Most successful brands are globalised which means they have products being sold all around the world in many countries.

 A brand which is widely known in the marketplace acquires brand recognition. Where brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com.

 Brand equity measures the total value of the brand to the brand owner, and reflects the extent of brand franchise. The term brand name is often used interchangeably with "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration.

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Companies such as Adidas make sportswear and leisurewear and export them around the globe. You can buy adidas products anywhere from Egypt to the USA as they have a worldwide reputation for selling quality goods. They have earned this reputation mainly by advertising in many forms. Adidas use a lot of celebrity endorsement, paying famous people to wear their products to earn them a decent reputation, so if a young child sees Steven Gerrard wearing  Adidas football boots, he may go out and buy them to be as good as him. This is called product association. The most successful brands ...

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