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Essay / Research Paper Abstract
This 4 page paper uses the company and product WD40 as a springboard for a discussion on branding. Family branding and single item branding are compared and contrasted. Bibliography lists 6 sources.
Page Count:
4 pages (~225 words per page)
File: RT13_SA634bnd.rtf
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Unformatted sample text from the term paper:
turn out to be needed items as marketing creates various niches. Without marketing, businesses and nonprofit agencies would be doomed. They simply would not thrive because they would not become
well known. How does one create a marketing scheme so that their products are known to the populous? There are a variety of techniques, and one of those is called
branding. Branding is a powerful tool, and one good example of a successful effort is that of WD40. According to a student, WD40 is a brand name and also
a type of product. Unlike other products where the brand name is used on a variety of items other than the main one, the use of WD40 in this manner
is a certain type of branding. Yet, when Johnny Ridge took over duties at the company he was concerned that WD40 relied on one product, but Bounds (2006) reports that
it had brand recognition on the level as McDonalds for example. In other words, despite its limited focus, the company was able to grow. There is something to be said
for that. Cohen (1991) relays the value of knowledge in respect to competition. When employing branding strategies, it is relevant to know what the competition is doing. One strategy for
branding for example is attractive packaging. Packaging is always changing. Sometimes, marketers alter the concept by changing their packaging, but does changing the packaging really create a new product? Obviously,
each product marketed will stay the same much of the time. Many manufacturers decide to add notations like "new" or "new and improved." People are often curious to look and
see what is new about the product that they are used to buying. According to the student, two strategies-single branding and family branding-work well, but it is also true that
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