BRIEF HISTORY
In this assignment I am to focus on the research and
the phenomenon of branding, mainly Contemporary Branding. I am to choose 3
brands that appeal to me, give them a ranking and briefly discuss the brand. The word contemporary according to the Oxford
Dictionary means living or occurring at the same time or a person or thing
living or existing at the same time as another. A brand is a name, term, design,
symbol, or any other feather that identifies a sellers good or service. (American
Marketing Association, 2014)
Brands originated around the 19th Century
in the field of marketing with the purpose to advert packaged goods. A brand
consists of valuable elements in an advertising theme, because it demonstrates
what the brand owner is able to offer in the market place. There are different
types of branding: namely Conceptual Branding, it is associated with a concept
which is abstract like breast cancer awareness or drugs and alcohol awareness.
The other type of branding is commodity branding, it is associated with a raw
material or primary agricultural product that can be bought and sold, such as
copper or coffee.
Brand images had a psychological aspect onto consumers
because their thoughts, feelings perceptions were associated with the brand.
Therefore manufactures and designers created a symbolic construct within the
minds of people. It consists of all the information and expectations associated
with the product, service or company to give certain qualities to make the
product unique. Hence a brand is one of the elements in a theme of advertising.
It demonstrates what the brand owner is able to offer in the market place to
target audience and manipulate them into buying their product.
The Body Shop gets the highest ranking of 10, it makes
me the consumer feel good about myself. Their products have a unique touch of
nature and their products produce a beautiful and sweet fragrance which is
tender on the skin. The company has good campaigns that activate self esteem,
defend human rights, and protect the planet, support community fair trade and
act against animal testing.
http://ingoodcents.com/wp-content/uploads/2011/11/The-Body-Shop-Christmas-Products-300x246.png
The second product brand selected is coca-cola with a
ranking of 8.
Coca-Cola is no match to any other company in the
global marketplace. Happiness is turning mindshare into heart share at
consumers all around the world. Coca-cola sends out a positive range of emotions that I feel when
I am content “Happy!” Their campaigns and designs work at spreading smiles
across the world for instance, they preach that a smile a day can cure hatred,
anger, frustration and could help the sick feel better in a way they share open
happiness.
http://assets.bizjournals.com/atlanta/coke%20coca-cola%20bottle%20script%20315*304.jpg?v=1
Louis Vuitton’s product brand ranks 8. The brand
creates a desire of timelessness, where I am in my comfort zone and keep an
open mind to keep on dreaming and stay curious. His products of luxuries are at
an affordable price and give a look and feel of being expensive. The KFC
product brands ranking is at 7. This product appeals to me because of the tasty
delight of their golden crisp chicken and the appetizing aroma. The products
sends out a youthful and high energy feel that is outgoing, fun, loving,
playful and upbeat.
http://www.luxurylaunches.com/wp-content/uploads/2013/03/louis-vuitton-products.jpg
