Brand Equity, Brand Awareness, and Brand Image

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Brand Equity, Brand Awareness, and Brand Image Bethany White COM/302 April 30, 2012 Brand Equity, Brand Awareness, and Brand Image In the past 20 years branding has evolved and has been placed alongside with public relations/marketing. All three of these have to work together to achieve a good development of a branding. In the beginning when people thought about branding he or she only considered something visual or symbolic that represented the company such as a logo, name or symbol. In today’s society branding is now viewed as an emotional connection to the brand by the consumer. In addition, branding is a way of separating a company, organization or product. Successful Marketing The company known as Kleenex was originally formulated from a consumer product called Kotex (Kleenex, 2012). In the 1920’s feminine hygiene products were not well received and therefore the maker of Kotex needed to find another way of using their product of creped wadding (Kleenex, 2012). To counter the issue the company developed a facial tissue, which they called Kleenex. The next thing the manufacturer needed to do was figure out a way of marketing the product, so they thought about how women might use the product because of the use of cosmetics. Marketers believed the cleansing tissue could replace the cold cream towels, which hung in the restrooms because those were not being well received by women and it would provide them with a better cleansing towel. Therefore, in 1924 the manufacture launched the product as a cold cream or make-up remover (Kleenex, 1924). The marketing departments begin to target magazines and celebrities to market the new product. Eventually, the owner of the company (Kimberley-Clark) thought it would be a good idea to shift gears and market the product as a tissue that would replace a handkerchief to help those experiencing sneezing, coughing,

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