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Essay / Research Paper Abstract
This 16 page paper looks at how successful branding takes place. The paper start by examining what is meant by branding and successful branding and then looks at the way it may be achieved, including the similarities and differences between B2B and B2C branding. Based on the findings at set of steps to successful branding are formulated. The bibliography cites 19 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEBrandst.rtf
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Unformatted sample text from the term paper:
Brand Strategy Development 14 3. Conclusion and Recommendations 16 References 17 1. Introduction
Marketing is a complex undertaking; to the uninitiated it may appear to be simply a matter of advertising to tell people of a product or service in order to persuade
them to make a purchase. This can be an anomalous perception, with many successful companies making large investments in order to develop positive corporate images and to undertake effective branding
as a way of supporting and promoting sales, which may help to enhance the general advertising. The role and importance of a brand and its image has been reflected in
efforts that many firms out into the development of corporate image and brand image and the aggressive protection in terms of copyright and patent infringements. To determine what is
a good or desirable brand strategy different concepts and aspects of brand strategy and brand management need to be considered, looking at their context to determine what is important to
different market and to identify the elements that should be present for successful brand management to be attained. 2. Research 2.1 What is a successful brand strategy? There is no
single definition of what is, and what is not, a good brand strategy. To determine this the first consideration is to define what is meant by a brand. It is
easy to identify brands, from Coca-Cola, Pepsi and McDonalds to Nike and Reebok, they have identifiable characteristics, which may include images and specific colors or text styles and the most
successful often becoming mythical in their status (Holt, 2003; 43). In some counties there have even been attempts to trade mark shapes and colors that are associated with brands, some
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