Branding Essay

4187 WordsMay 14, 201317 Pages
TABLE OF CONTENTS Introduction Page 2 Brands and Page 2 Stakeholders Page 3 Corporate Branding Page 5 Brand Equity Page 7 Branding Sustainability Page 8 Conclusion Page 9 Introduction In the era of globalization, the world people live in is becoming more and more complex, so that individuals need to find easier ways to guide them through this world. These days from the point of view of the consumers, why they choose the trust worthy symbols they encounter on their way most of the times in order to save time. British airways has been considered for this particular report, British airways is engaged in the operation of international and domestic scheduled air services for the carriage of passengers, freight, mail and the provision of ancillary services. The airline is the leading carrier in the IK with three main operating hubs- Heathrow, Gatwick, and London city Airports (Data Monitor 2008 and Euro Monitor 2011). Brands and its Importance The traditional definition of a brand according to Kotler (2000 p.396) was the “the name associated with one or more items in the product line, that is used to identify the source of character of the items”. The American Marketing Association’s (AMA p.404) definition of a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors”. Within this view, Keller (2003a p.3) says “technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand”. He recognises however that brands today are much more than that. A successful brand is a well-known product, service, person or place

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