Amazines Free Article Archive
www.amazines.com - Thursday, November 14, 2019
Read about the most recent changes and happenings at Amazines.com
Log into your account or register as a new author. Start submitting your articles right now!
Search our database for articles.
Subscribe to receive articles emailed straight to your email account. You may choose multiple categories.
View our newest articles submitted by our authors.
View our most top rated articles rated by our visitors.
* Please note that this is NOT the ARTICLE manager
Add a new EZINE, or manage your EZINE submission.
Add fresh, free web content to your site such as newest articles, web tools, and quotes with a single piece of code!
Home What's New? Submit/Manage Articles Latest Posts Top Rated Article Search
Google
Subscriptions Manage Ezines
CATEGORIES
 Article Archive
 Advertising (133320)
 Advice (160855)
 Affiliate Programs (34735)
 Art and Culture (73688)
 Automotive (145678)
 Blogs (75052)
 Boating (9840)
 Books (17123)
 Buddhism (4124)
 Business (1328517)
 Business News (426309)
 Business Opportunities (366263)
 Camping (10961)
 Career (72734)
 Christianity (15843)
 Collecting (11637)
 Communication (115055)
 Computers (241954)
 Construction (38996)
 Consumer (49680)
 Cooking (17061)
 Copywriting (6567)
 Crafts (18204)
 Cuisine (7538)
 Current Affairs (20387)
 Dating (45776)
 EBooks (19687)
 E-Commerce (48204)
 Education (185250)
 Electronics (83496)
 Email (6392)
 Entertainment (159830)
 Environment (28937)
 Ezine (3039)
 Ezine Publishing (5446)
 Ezine Sites (1550)
 Family & Parenting (110900)
 Fashion & Cosmetics (196389)
 Female Entrepreneurs (11842)
 Feng Shui (130)
 Finance & Investment (310270)
 Fitness (106096)
 Food & Beverages (62867)
 Free Web Resources (7938)
 Gambling (30225)
 Gardening (25105)
 Government (10513)
 Health (629505)
 Hinduism (2205)
 Hobbies (44039)
 Home Business (91556)
 Home Improvement (251348)
 Home Repair (46126)
 Humor (4823)
 Import - Export (5453)
 Insurance (45130)
 Interior Design (29546)
 International Property (3485)
 Internet (190983)
 Internet Marketing (146334)
 Investment (22824)
 Islam (1167)
 Judaism (1356)
 Law (80486)
 Link Popularity (4591)
 Manufacturing (20842)
 Marketing (98770)
 MLM (14136)
 Motivation (18213)
 Music (27002)
 New to the Internet (9479)
 Non-Profit Organizations (4048)
 Online Shopping (129616)
 Organizing (7803)
 Party Ideas (11855)
 Pets (38080)
 Poetry (2234)
 Press Release (12673)
 Public Speaking (5618)
 Publishing (7523)
 Quotes (2407)
 Real Estate (126620)
 Recreation & Leisure (95271)
 Relationships (87459)
 Research (16158)
 Sales (80321)
 Science & Technology (110218)
 Search Engines (23453)
 Self Improvement (153098)
 Seniors (6232)
 Sexuality (35942)
 Small Business (49284)
 Software (82995)
 Spiritual (23465)
 Sports (116079)
 Tax (7658)
 Telecommuting (34066)
 Travel & Tourism (307374)
 UK Property Investment (3121)
 Video Games (13428)
 Web Traffic (11727)
 Website Design (56822)
 Website Promotion (36567)
 World News (1000+)
 Writing (35769)
Author Spotlight
ALFRED MEARS

Former English Teacher; Musician (20+ years); Freelance Writer ...more
RAHUL VERMA

Rahul Verma, founder of the award-winning web development and digital marketing firm Digital SEO Com...more
ADRIAN JOELE

I have been involved in nutrition and weight management for over 12 years and I like to share my kn...more
CACEY TAYLOR

Im just a man who likes to be happy and see others happy. Im into home business, sports, family, and...more
ANISH SAH

My Name is Anish Sah, I am an Internet Marketing and SEO Expert, Social Media Guru and young Entrepr...more


A brand as an asset to a business by Innes Donaldson





A brand as an asset to a business by
Article Posted: 11/02/2017
Article Views: 438
Articles Written: 1483
Word Count: 710
Article Votes: 0
AddThis Social Bookmark Button

A brand as an asset to a business


 
Advice,Business,Consumer
The Brand As Asset

When included on the balance sheet, the brand's equity is an intangible asset like good will. Its value brightens the parent company's fiscal picture: this is one big reason why companies are eager to develop strong brands. An enhanced financial picture allows the parent company to generate revenue, grow and expand. The brand, which is structured to be easily separated from the parent company, may be sold. The brand may be segmented to increase the market by creating sub-brands which appeal to more specific consumer needs, further increasing the value of the brand.

In the long term, it's the brand's core message that must be honored. All the strong brands--CocaCola, Nike, Calvin Klein, to name a few--give the impression of unswerving confidence, through their billion dollar advertising campaigns. This is exactly the kind of motivational leadership our emotionally charged culture craves. "The branding statement has to be honest, relevant. For example, the Coke brand is the value of constancy. The contour bottle and Spencerian script are promises that the Coke you'll have in Thailand is the same as the Coke you'll have in Oakland. The challenge for us is always to find ways to make something change and stay the same." People have a strong emotional attachment to CocaCola--it's something they grew up with. Coke is a part of the history of America. Waterbury adds, "The CocaCola headquarters and museum in Atlanta are a testament to excellent management of a global brand: A brand that makes a personal connection for almost everyone."

How Brand is Different from Product

Many organizations use the term "Product brand manager" interchangeably with "Brand Manager." While most of us could think through the semantic difference between a "product" and a "brand," it seems that (with a few exceptions) the two concepts become indistinguishable when it comes to their management. This confusion may explain in part why there are so few brands and so many products.

The product is defined by its form and brand function, what it is and what it does. The product is physical attributes, such as price, performance, ease of use, design and style. What a product is can be relatively easily communicated, rapidly changed and effected in the short term using a number of tools: just add a new ingredient or change the shape of the packaging and you have a new product or, at least, a different one. A good product/ marketing strategist is one who can distill a large amount of data about the consumer, the market, his competition, distribution, and boil it down to the few essential premises that will form the backbone of a focused marketing plan. He should be able to distill these premises even further to write an effective communication strategy which, as any honest advertising person will tell you, must be based on a single minded selling proposition. This ability to distill facts down to their simple essence presupposes an excellent knowledge and understanding of the product's consumer or end-user and buyer.

The brand is almost the opposite on all points. Whereas the product has a form, the brand does not have a physical embodiment: It is merely a promise, a covenant with the customer. Some say that the "logo is the brand"... but this isn't so. A logo is meaningless if it does not communicate the brand's covenant with the consumer. And, whereas communication of a product's physical attributes is straightforward and fast, communication of brand values is inherently circuitous and slow. Like the character of an individual, brand character is most difficult to communicate proactively: The individual cannot tell what his character is; the observer must figure it out for himself... an indirect communications process which requires time and absolute consistency. And, contrary to product communication which is best based on one single minded forceful proposition, brand character, like the character of a person, becomes better defined as it gains in complexity. Lastly, whereas the product manager must gain a superior knowledge of his consumer to be effective, the brand manager's success is in great part based on a thorough knowledge of the idiosyncrasies and the values professed by his company and its long term corporate players, i.e., its top brand management.

Related Articles - Brand, brands, branding, branding agency,

Email this Article to a Friend!

Receive Articles like this one direct to your email box!
Subscribe for free today!

 Rate This Article  
Completely useless, should be removed from directory.
Minimal useful information.
Decent and informative.
Great article, very informative and helpful.
A 'Must Read'.

 

Do you Agree or Disagree? Have a Comment? POST IT!

 Reader Opinions 
Submit your comments and they will be posted here.
Make this comment or to the Author only:
Name:
Email:
*Your email will NOT be posted. This is for administrative purposes only.
Comments: *Your Comments WILL be posted to the AUTHOR ONLY if you select PRIVATE and to this PUBLIC PAGE if you select PUBLIC, so write accordingly.
 
Please enter the code in the image:



 Author Login 
LOGIN
Register for Author Account

 

Advertiser Login

 

ADVERTISE HERE NOW!
   Limited Time $60 Offer!
   90  Days-1.5 Million Views  

 

Great Paranormal Romance


STEPHEN BYE

Steve Bye is currently a fiction writer, who published his first novel, ‘Looking Forward Through The...more
LAURA JEEVES

At LeadGenerators, we specialise in content-led Online Marketing Strategies for our clients in the t...more
GENE MYERS

Author of four books and two screenplays; frequent magazine contributor. I have four other books "in...more
STEVERT MCKENZIE

Stevert Mckenzie, Travel Enthusiast. ...more
KIRAN KAUR

Kiranpreet (Kiran) Kaur, D.D.S., who received her Doctor of Dental Surgery degree from the prestigio...more
MICHAEL BRESCIANI

Rev Bresciani is the author of two Christian books. One book is an important and concisely written b...more
STEVE BURGESS

Steve Burgess is a freelance technology writer, a practicing computer forensics specialist as the pr...more
SUSAN FRIESEN

Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media...more
TIM FAY

I am not a writer nor am I trying to become a writer. I am an average person with average intelligen...more
JOANNA MORGAN

Joanna Morgan has a huge passion for making money online from home and enjoys traveling around the w...more

HomeLinksAbout UsContact UsTerms of UsePrivacy PolicyFAQResources
Copyright © 2019, All rights reserved.
Some pages may contain portions of text relating to certain topics obtained from wikipedia.org under the GNU FDL license