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Essay / Research Paper Abstract
This 9 page paper examines how branding is done, how brand names are used and when they are used with company names. Whether a firm should use a brand or company name, or both, is explored. Many examples are provided. Bibliography lists 11 sources.
Page Count:
9 pages (~225 words per page)
File: RT13_SA422co.rtf
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Unformatted sample text from the term paper:
use individual brand names, such as Radion and Persil for Lever/Unilever. There are of course advantages for fast moving consumer goods in combining a company trade name with individual product
names but there are also advantages for using individual stand alone brands. For example, when a product has a short shelf life, it may not pay to promote an individual
brand name for the product itself. In such a case, it pays to promote the company in general. At the same time, the company name may not fit the product
and so the decision as to what to promote in terms of branding is complicated. First, the subject of branding should be explored. Since "pre-industrial times, branding has been used
to develop strong, enduring relationships with customers" ("How to Build," 2002). In contemporary times branding still provides all the same benefits (2002). Many people intuitively know this. They ask for
a Kleenex instead of a tissue or a Q-tip instead of a cotton swab. Each of the products associated firm obviously took branding very seriously as they created not only
brand notoriety but also a sense that the product itself is needed. People would begin to associate the brand with the product automatically. This is the ideal state, but does
not always come about. Underhill (2000) says that "branding and traditional advertising build brand awareness and purchase predisposition" (p.32). Donath (2001) explains that branding has become quite an important
topic for well managed firms and has created a new distinction in respect to managing "corporate" or "employer" brands which is that firms utilize brand power in order to motivate
it employees (2001). That is an interesting observation. Not only does branding sell items, but it helps to align employees to the brand, something that even further promotes it.
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