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Essay / Research Paper Abstract
An 8 page paper that begins with a discussion about brands and branding and the importance of branding. The essay then reports the most recognized brands and the top global brands, according to different reports. One report includes a comparison of the top brands in different geographic regions. Another study reports top brands in terms of brand value. Brands are identified. 1 Table included. Bibliography lists 9 sources.
Page Count:
8 pages (~225 words per page)
File: MM12_PGbrdng.rtf
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Unformatted sample text from the term paper:
are 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. While few consumers give 100 percent loyalty to a brand, meaning they may try other products when they get a good price on them, consumers will
still purchase that one brand more often than not (Oxford University n.d.). That is the importance of brand recognition. A "brand is a construct and not a living and
breathing organism" (Ind 2005, p. 1). The construct of the brand is created and promoted through careful strategic planning (Ind 2005, p. 1). The goal of building a brand is
to "induce behaviour [sic] beneficial to the organization" (Ind 2005, p. 1). Ind (2005) presents the different phases in the brand development strategic planning cycle: sound business strategy; brand expression,
e.g., those things that shape the brand; marketing; brand perception; brand recognition; consumer behavior. Each step must be carefully planned and implemented. This author reminds the reader that how consumers
perceive the company itself will affect how they perceive the brand (Ind, 2005). This aspect has become even more important since the great scandals of Enron, WorldCom and other companies
a few years ago. Consumers are not as willing to accept a brand if the company itself does not have a clean record. Creating a global brand involves all of
the above and more. In the highly competitive global market, brands must stand out from their many competitors (Ind 2005). Companies need to do internal and external analyses to determine
how their product is better than others (Ind 2005). This includes analyzing the local communities where the company wants to establish itself, e.g., what do those consumers want and need
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