Branding

Branding












Short Paper: Branding
By Kesha Jaramillo
Southern New Hampshire University











Short Paper: Branding
In deciding whether or not the theorem that successful brands are built on successful products is valid, one must consider both the quality of the product and the branding as important. Successful brands cannot exist without successful products, though branding promises and sustains the future success of the products. Other things that also must be considered are research and product development, so that the brand and the product can stay relevant to the target market. The brand cannot exist without the product or service that make up the brand. Whether or not the product succeeds depends on the brand’s ability to set the product’s market position.
Knapp’s stance that consumers need to have an emotional connection to a brand in order for the brand to be successful comes from the long lasting success of some brand families and their continued success that crosses multiple generations (Knapp, 2013). In these instances, the consumer stays loyal to a time-honored connection to the product. The loyalty has to do with a long history of positive experiences with the product. In order to create the loyalty to the product, it has to be reliable. If the product delivers on its promises, the customer will continue to purchase the product and it will become a tradition. The brand makes sure the customer continues to view the product as a tradition for their family. When market research shows that there is a change in the attitude of the target market, product development is needed to ensure the product continues to meet the needs of the market. Then the brand needs to ensure that consumers remain emotionally connected. Another aspect of brand and product success is remembering what the brand promised. Knapp emphasized that the brand must be authentic and committed to their customers, products, and any other aspects...

Similar Essays