Essays on The Brand in Light of Consumer and Brand Theory Assignment

Download full paperFile format: .doc, available for editing

The paper "The Brand in Light of Consumer and Brand Theory" is a perfect example of a Marketing Assignment. Every people, as well as an organization, are driven by brands and the emotions, values, and quality that are hidden in a brand. Clearly, brands are more to a name and many companies’ leaders continue to adapt fundamental and complex brand management strategies to drive their brands towards optimal success. According to Blattberg, et al (2001), with increased competition, both managing and building brands has become the main priority for all organizations of all types and sizes.

Clearly, building a brand-driven culture is a company lifelong obligation that takes careful planning, time as well as perseverance so as to produce excellent intangible outputs such as customer satisfaction and customer loyalty. Today, many organizations see the process of branding to involve tangible aspects such as the visual appearance of an organization. According to Blattberg, et al (2001), despite the importance of brand image being a priority for all organizations, the challenge still lies in how to manage brand image. Ideally, most organizations recognize the importance of brands but lack of proper brand management affects an organization's ability to understand the importance of their buying behavior.

It is quite evident that the definition of a brand and how brands are managed continue to change due to the fact that the economic business environment continues to change putting more emphasis on the immaterial aspect of the business. Clearly, the growing concerns on the immaterial economy continue to make brand management an important tool for business development enabling most companies to gain strategic competitive advantages (Bolton, Ruth and Venkatesh, 2003). According to Blattberg, et al (2001), organizations need to understand that positive brand identity largely depends on the understanding of the company's business environment, its competitors as well as its customers.

For an organization to have relevant branding, it carefully needs to reflect on both the company strategy and willingness to invest in different programs needed for its brand to be enjoyed by its customers. Nonetheless, organizations such as Disney have realized that it is necessary to adopt more sustainable branding management so that it can remain relevant in the entertainment industry.

The Disney Company is at the forefront of international entertainment branding (Bolton, Ruth and Venkatesh, 2003). Due to this Disney is the most recognized as well as powerful brands in the entertainment industry and with this selling of its products is almost never a problem. Disney association with Mickey Mouse and other organizations has enabled the company to develop into an entity that houses leading brands within its portfolio. Therefore, this paper aims at discussing the Disney brand in light of both consumer and brand theory.

In order to accomplish this purpose, this paper will cover important research on brand reputation, crises and perceptions discussing how globalization can both enhance and damage the concept of brands. Also, this paper will look into the challenges that are being presented by a modern marketing environment taking into account the relevant academic theory. This will entail covering most of the facets of Disney Company so as to understand what are the various strategies that have enabled the company to develop its positive international brand.

References

Abraham, J. 2005. How to think like a marketing genius. Rolling Hills Estates, CA: The Abraham Group, Inc

Alfonso, G.-H., & de Valbuena Miguel, R. 2006. Trends in online media relations: Web-based corporate press rooms in leading international companies. Public Relations Review. 32, pp. 267–275.

Armstrong, G., & Kotler, P. 2005. Marketing: An introduction . Upper Saddle River, New Jersey: Pearson Prentice Hall

Blattberg, Robert C., Gary Getz, and Jacquelyn S. Thomas , 2001, Customer Equity: Building and Managing Relationships as Valuable Assets. NewYork: Harvard Business School Publishing.

Bolton, Ruth N. and Venkatesh, S., 2003,“An Empirically Driven Taxonomy of Retailer Pricing and Promotion Strategies,” Journal of Retailing , 79, 4, 213–24

Bottomley, P & Holden, S. 2001. Do we really know how consumers evaluate brand extensions?, Journal of Marketing Research, 38, Nov, pp 494–501

Briggs, R., and G. Stuart. 2006. What sticks: Why most advertising fails and how to guarantee yours succeeds . New York: Kaplan Business.

Brown, S, Kozinets, R and Sherry, J .2003. Teaching old brands new tricks, Journal of Marketing, 67 (3), Jul, pp 19–33

Corstjens M and Lal, R. 2000. Building store loyalty through store brands, Journal of Marketing Research , 37 (3)

Coumau, J B, Gagne, J-F and Josserand, E. 2005. Manager par la marque (Brand management), Editions d’Organisation, Paris

Donald, R., 2005, Managing Customers as Investments: The Strategic Value of Customers in the Long-Run . Upper Saddle River, NJ: Wharton School Publishing

Duncan, T. 2005. IMC: The new principles of advertising and promotion. Boston, MA: McGraw-Hill/Irwin

Hiebert, R. 2005. ‘Commentary: new technologies, public relations, and democracy’, Public Relations Review. 31, pp. 1–9

Hoeffler, S., and K.L. Keller. 2003. The marketing advantages of strong brands. Journal of Brand Management 10, no. 6: 421–45.

Holt, D .2004. How Brands Become Icons, Harvard Business School Press, Cambridge, MA

Janiszewski, C., and S.M.J. van Osselaer. 2000. A connectionist model of brand-quality associations. Journal of Marketing Research 37, August: 331–50.

Keller, K .2007. Strategic Brand Management, Prentice Hall, New York

Keller, K. 2003. Brand synthesis: the multidimensionality of brand knowledge, Journal of Consumer Research, 29 (4), pp 595–600

Keller, K.L. 1996. Integrated marketing communications and brand equity. In Integrated marketing communications, ed. J. Moore and E. Thorson, 103–32. Mahwah, NJ: Lawrence Erlbaum Associates.

Keller, K.L. 2001. Building customer-based brand equity: A blueprint for creating strong brands. Marketing Management July/August: 15–19

Keller, K.L. 2007. Advertising and brand equity. In Handbook of advertising, ed. G.J. Tellis and T. Ambler, 54–70. London: Sage Publications.

Keller, K.L. 2008. Strategic brand management: Building, measuring, and managing brand equity. 3rd ed. Upper Saddle River, NJ: Prentice Hall.

Kotler P & Armstrong,G .1999. Principles of Marketing 2nd European Edition. Europe: Prentice Hall .

Kotler P, 2001, A Framework for Marketing Management. New Jersey: Upper Saddle River

Kumar, V., 2008,Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty. Upper Saddle River, NJ: Wharton School Publishing.

Lisa, K and Jan-Benedict, S., 2007, “Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty,” Journal of Marketing Research, 44, 2,185–99.

Parameswaran, M. 2001. Brand Building Advertising,T ata McGraw-Hill, New Delhi

Rayport, J. & Bernard, J., 2000, e-Commerce, New York, NY: McGraw-Hill Irwi

Riezebos, R., 2003. Brand Management, Prentice Hall, New York

Romaniuk, J and Ehrenberg, A.2003. Do brands lack personality?, Marketing Science Centre Research Report no 14, May, University of South Australia

Taylor, E .2003. Managing the transnational brand: how global perceptions drive value, Globalization of Markets Colloquium, Harvard Business School

Thomas, S & Barton, W., 2010, “Crafting Integrated Multichannel Retailing Strategies,” Journal of Interactive Marketing, 24, 2, 168– 80

Winer, R., 2009, “New Communication Approaches in Marketing: Issues and Research Directions, ” Journal of Interactive Marketing , 23, 2, 108– 17.

Download full paperFile format: .doc, available for editing
Contact Us