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MBA 640 UMUC Business Discussion

Rachel Lowe – Branding Discussion
Rachel Lowe posted Jan 19, 2020 1:13 PM
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Overall, I do agree with the statement that anything can be branded.
Though certain products are certainly easier to market than others, the
right techniques can lead any product of any brand to success. If a brand
can successfully appeal to a consumer’s values, culture, personality, and
individuality it can successfully sell to its target audience (Raj 2017). The
literal definition of a brand is “a product or service whose dimensions
differentiate from others to satisfy the same needs” (Branding 2020).
Based on this definition, especially, anything can be branded in general,
though not necessarily well. In relation to Slate’s competitors, the two
companies have already established brands. They create the same
product, but add different features and logos that make them different. By
definition, this is branding.
On the other hand, the true importance of branding is bigger than its
technical definition. David Galullo, CEO of Rapt Studio, claims that
“business today…[is] about who you are and what you stand for.
People…and customers…both want purpose, they want to believe, and
they want to feel like they’re part of something larger than themselves”
(Galullo 2013). So while I believe that, technically, anything can be
branded, I don’t believe that it is easy, and I think the right people have to
be put in charge of how to strategically brand and market a product. More
and more, people are purchasing from companies that promote corporate
social responsibility (Esmaeilpour 2016). If brands have corporate
responsibility, they have better brand equity, and therefore, better brand
image (Esmaeilpour 2016).
Overall, when looking at the technicality of question “can anything be
branded” and the technical definition of branding, I think the answer is
yes, anything can be branded. If the question were “can anything be
branded, successfully” my answer would drastically change. When
applying this discussion to my future analysis, I will be focusing on what
branding and marketing strategies make Casio and Roland successful, not
just how they created a brand, generally speaking. The argument posed
here will determine what I look at in my research, most specifically brand
differentiation, image, and communication (Branding Elements 2020).
References:
Branding. 2020. University of Maryland University College. Document
posted in University of Maryland University College MBA640 online
classroom, archived at:
https://leocontent.umuc.edu/content/umuc/tgs/mba/mba640/2201/lea
rning-topic-list/branding.html?ou=441167
Branding Elements. 2020. University of Maryland University College.
Document posted in University of Maryland University College MBA640
online classroom, archived at:
https://leocontent.umuc.edu/content/umuc/tgs/mba/mba640/2201/lea
rning-topic-list/branding-elements.html?ou=441167
Esmaeilpour, M., & Barjoei, S. (2016). The Impact of Corporate Social
Responsibility and Image on Brand Equity. Global Business &
Management Research, 8(3), 55–66. Retrieved from https://searchebscohostcom.ezproxy.umuc.edu/login.aspx?direct=true&db=bth&AN=119315980
&site=eds-live&scope=site
Galullo, D. 2013. Everything you know about branding is wrong. Forbes
Media LLC. Retrieved from
https://www.forbes.com/sites/onmarketing/2013/12/03/everythingyou-know-about-branding-is-wrong/#1b2258306a4e
Meeting on the Importance of Branding. 2020. University of Maryland
University College. Document posted in University of Maryland University
College MBA640 online classroom, archived at:
https://leocontent.umuc.edu/content/umuc/tgs/mba/mba640/2201/co
urse-resource-list/meeting-on-theimportanceofbranding.html?ou=441167
Raj, V. 2017. A General study on can everything be branded?
International Journal of Engineering and Management Research Volume 7
(4), 8-11. Retrieved from
http://www.ijemr.net/DOC/AGeneralStudyOnCanEverythingBeBranded.
pdf

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