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Essay / Research Paper Abstract
This 5 page paper considers the limitations on control and choice that are placed on consumers as a result of aggressive branding. The bibliography cites 3 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEbrandc.rtf
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Unformatted sample text from the term paper:
much deeper and more psychological approach, not selling the product, but a perception and image that is associated with the brand. Marketing a brand aims to appeal to
the consumer at such a basic and primal level, the emotions and association cannot be ignored. With these type of tactics used we may argue that a consumer is left
with little choice. Smaller and weaker companies do not that the resources it takes to create a brand with such basic associations. This reduces the level of competition they offer.
In addition to this the creation of a brand image may also crate a high level of trust, reducing the real choice of a consumer to merely a few brands,
rather than being able to make a category choice decision over a purchase (Klein, 2001). The assertion here may be taken as critiquing the mind and independence if consumer
decisions. However, to understand the assertion that consumers have little choice as a result of the branding that takes place wee need to consider how branding may influence the individual,
including influences at subconscious levels. The need to sell a large umber of products, to maximise the brand value and increase customer loyalty has lead to several phenomena. The
brands, in terms of quality, will usually deliver what they promise, if this was not the case the aspect of trust between brand and consumer would be eroded. However, the
appeal is not created with the quality or the features, it is the perception that the consumer gains of a brand that will create the desire to buy it. As
Peter Schweitzer, President of J. Walter Thompson has stated "A product is something that is made in a factory; a brand is something that is bought by a customer" (Klein,
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