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competitive advantage in the market. However, many companies fail to identify the key elements
that can enable the company to create a strong brand. The brand image of products refers to the
promised value of the product. A strong brand is established by a company building unique
customer experience. The community, consistency, and content create a foundation for
Creating a strong relationship with consumers plays a crucial role in establishing a strong
brand. Companies interact with consumers by sharing vital information with the consumers and
making the community feel like part of the company. A company should share values, ethics,
and traits with the customer’s to strengthen their brand (Hudson et al., 2017). Producing goods
that serve the needs of the customers create a strong brand. The employees of the company grow
as part of the organization and feel a sense of ownership of the company (Ward, 2016). The
PlayStation customers are a perfect example of a brand community. The PlayStation created a
strong brand by creating an online platform for gamers. The community is also linked to other
the quality of the product they can expect. A company needs a consistent brand message and
persistence in the marketing strategies used by the company (Ward, 2016). Consistency is based
on the value proposition of products released by a company and vision statement of the
company. This approach fires the company brand to be unique in the market. Dove is a shampoo
and soap brand has maintained consistency to create a strong brand. The packaging bottle has
Sharing of data content makes a company-friendly the target customers. The content
provided by the customers establish interaction between the company and the consumers. A
company can position its brand by sharing expert knowledge through blogs, companies’
websites, and infographics (Hudson et al., 2017). Rolex shares picture and features of new
Future branding is greatly influenced by the dynamics of the market that are present
today. Currently, significant changes in digital and social media are dominating the marketing
and branding strategies used by the companies. The brand narratives current today will evolve to
engage changes in the market structure. Therefore the branding process with experience several
changes and personalized brand relationships between the customers and companies.
I think that full and accurate factoring the consumer needs in the brand equation will
become an essential branding priority in the future. The sense of ownership of a brand by the
consumers makes a brand durable. Developing of mental knowledge about a brand eases the
consumer purchase decision making. Companies which lack brand equity will find it difficult to
convince potential customers to buy their products (Keller & Lehmann, 2016). The process of
the brand equation involves researching on the need of the customers and making of the products
that meet the expected quality by customers. Research on how to enhance the performance of a
product is crucial. Companies need to embrace the social responsibility of their products toward
society.
Changes in the market structures in inevitable, and companies need to acknowledge these
changes. Continuous research on the market is necessary for the branding process in the future.
Customer diversity may call for diverse communication strategies in branding. The branding
Identifying the right technology, online platform, and information channel is a significant
challenge in the branding process. The wealth of the content dramatically influences branding by
the customer. The text missed out to explain the best technological approaches in the future that
should be prioritized.
will be any different from the current branding approaches. The expectation in the changes in
brand aspects is high. The current marketing strategies are significantly evolving from manual to
digital branding using social media, tipping significant changes in future branding priorities.
BRANDING 4
References
Hudson, S., Cárdenas, D., Meng, F., & Thal, K. (2017). Building a place brand from the bottom
up: A case study from the United States. Journal of vacation marketing, 23(4), 365-377.
Keller, K. L., & Lehmann, D. R. (2016). Brands and branding: Research findings and future