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Essay / Research Paper Abstract
This 14 page paper discusses what branding is and the importance of developing brands. The variables involved in creating a brand image are discussed. Passionate branding is explained, including the traits of passionate branding. The bulk of the paper describes how Apple developed the Mac brand, which is a passionate brand. Mac users are fiercely loyal. The message of the Mac brand and the variables involved are explained. Bibliography lists 9 sources.
Page Count:
14 pages (~225 words per page)
File: MM12_PGmacbr.rtf
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Unformatted sample text from the term paper:
less expensive. The brand name provides the consumer what a feeling of security - they know what the quality of the product will be and they know the quality is
stable and consistent. That is the importance of brand recognition. Brand names are not new, they have been around for centuries, at least, but it was not until the
1950s that the concept of brand management emerged (Oxford University, n.d.). That concept has taken on more importance to companies since the 1980s (Oxford University, n.d.). Branding is a major
component in marketing campaigns, which typically want the consumer to associate a particular product, its advantages and its quality with their brand name (Oxford University, n.d.). One researcher reported that
despite the fact there is no universal agreement on what the word brand means, the definition that has most often been used is: "a brand is a product or service
made distinctive by its positioning relative to the competition, and by its personality in the context of the target market" (Oxford University, n.d.). Gaynelle Usher commented: "brand building is 90
percent algebra and 10 percent alchemy" (Steal Thunder, 2002). Usher went on to explain the algebra of brand-building involves building and balancing customer expectations and customer experiences on solid and
strong business fundamentals (StealThunder Group, 2002). These three things total 90 percent of the equation, the algebraic part; the other 10 percent is the alchemy (StealThunder Group, 2002). Usher provided
the example of $15.00 sneakers that are transformed into a $150.00 product or bottled water taking on such significance, it describes a lifestyle (StealThunder Group, 2002). Usher makes a strong
point for sound business practices, the best marketing attempts will fail if the company does not have a good business concept (StealThunder Group, 2002). Brands are the vehicles, the means
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