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.
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