3 Contemporary Brands I admire

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 19^th 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.

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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.

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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.

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