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Essay / Research Paper Abstract
This 3-page paper discusses the fact that brands don't last forever. Brands survive only because their companies are willing to adapt them. Bibliography lists 5 sources.
Page Count:
3 pages (~225 words per page)
File: AS43_MTbrandlon.rtf
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Pontiac Brand, 2009). To those growing up in the 20th century, this was a huge shock - Pontiac had been in business since the 1920s and was an iconic brand
in the minds of most Americans. But GM was adamant that it didnt believe it could provide the "marketing muscle" with the brand, despite the fact the "brand has a
considerable heritage within our company," said one executive (GM to Discontinue Pontiac Brand, 2009). Though there are brands that seem to
last for a long time (Campbells Soup, Mortons Salt and Mr. Clean, to name a few), brands dont last forever. Pontiac isnt the first major brand to go belly-up, nor
will it likely be the last. To support this argument, lets first define what, exactly, branding is. A quick trip through the
Internet shows something interesting - namely there doesnt seem to be a consensus on what, exactly, a brand is. One definition points out that a brand is nothing more than
a name or a symbol to identify a sellers product or service, and to differentiate it from the competition (Marketing Definitions: Brand, 2009). A brand has also been defined has
"a collection of perceptions in the mind of the consumer" (Marketing Definitions: Brand, 2009). If those perceptions are positive, consumers will continue to buy a particular brand. If they arent
so positive, consumers wont. The Pontiac brand, for example, has been emblematic of the high-powered, high-octane "muscle" cars so popular in the mid-20th century. However, with more people these days
focused on better fuel efficiency and somewhat smaller cars, its easy to see why the iconic brand needed to die (though GM probably kept it alive longer than it deserved).
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