Corporate Communication- What Makes a Brand Unique
Kirsten Jade Adams
201004214
What makes a brand unique?
OSW1B21
Table of Contents
* Introduction…………….…………………………………………………2 * What makes a brand unique……………………………………..……………………………..…3 * The characteristics of a unique brand…………….………………………………………………………….3 * why should consumers use unique brands? * Conclusion………………………………………………………………….4 * Bibliography………………………………………………………………5
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A unique brand involves TRUST and CONSISTENCY!!
1
INTRODUCTION
What makes a brand unique? A successful brand is one that develops and sustains over time a strong, positive image in the minds of consumers. Brand trustworthiness and consistency are what make a brand unique. Trust is a cornerstone of any successful brand. It reassures the customer that the product or service they are buying will live up to expectations. Its a basic deal: if the brand delivers, its rewarded; if it falls short, the customer will almost certainly take their business elsewhere. (Curtis 2004: 28). A brand should always be consistent in order to maintain their relationships with loyal customers. Brand equity is also another concept to assist in the uniqueness of a brand. Coopers and simons said “A change in any of the financial, market, brand or legal factors can dramatically affect brand equity”. ( 1997: 42). A brand needs something different compared to other brands so that it can be unique. Two brands that will be mentioned in this essay are Blackberry and Apple as unique brands. “A genuine brand is about benefiting the customer, and the more differentiated a brand is, the easier it is to communicate efficiently with the customer”. (Hill 2000:9). A genuine brand is seen by the consumer as unique. It is not only the brand that is unique, what makes a brand unique is the service the consumer gets. Did the product live up to the consumers expectations? A genuine brand provides value or positive brand equity to its customers.
2
201004214
What makes a brand unique?
OSW1B21
Table of Contents
* Introduction…………….…………………………………………………2 * What makes a brand unique……………………………………..……………………………..…3 * The characteristics of a unique brand…………….………………………………………………………….3 * why should consumers use unique brands? * Conclusion………………………………………………………………….4 * Bibliography………………………………………………………………5
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A unique brand involves TRUST and CONSISTENCY!!
1
INTRODUCTION
What makes a brand unique? A successful brand is one that develops and sustains over time a strong, positive image in the minds of consumers. Brand trustworthiness and consistency are what make a brand unique. Trust is a cornerstone of any successful brand. It reassures the customer that the product or service they are buying will live up to expectations. Its a basic deal: if the brand delivers, its rewarded; if it falls short, the customer will almost certainly take their business elsewhere. (Curtis 2004: 28). A brand should always be consistent in order to maintain their relationships with loyal customers. Brand equity is also another concept to assist in the uniqueness of a brand. Coopers and simons said “A change in any of the financial, market, brand or legal factors can dramatically affect brand equity”. ( 1997: 42). A brand needs something different compared to other brands so that it can be unique. Two brands that will be mentioned in this essay are Blackberry and Apple as unique brands. “A genuine brand is about benefiting the customer, and the more differentiated a brand is, the easier it is to communicate efficiently with the customer”. (Hill 2000:9). A genuine brand is seen by the consumer as unique. It is not only the brand that is unique, what makes a brand unique is the service the consumer gets. Did the product live up to the consumers expectations? A genuine brand provides value or positive brand equity to its customers.
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Bibliography: Coopers, A. and Simons, P. (1997) Brand equity Lifestage: An Entrepreneurial Revolution, London: TBWA Simons Palmer. Curtis, J (2004) ‘Brands we trust’, Marketing, 28 April: 28-30. Hill, M (2000) ‘ The brand mindset’, United States, D.E.Knapp. 5-9 Hill, M (2000) ‘ The brand mindset’, United States, D