Perception Towards Successful Brand Essay Example for Free

Perception Towards Successful Brand EssayRev. of Building Brands Without Mass Media. Joachimsthaler, Erich, and David A. Aaker. Harvard Business Review 3 March 2009 4-6. Print. In this article, the authors emphasize that a caller must have a clear brand identity element with depth and texture so it will not convey conf mathematical function messages to customers. Also, they provide whatsoever marketing strategies for the brands to set up a clear and effective brand identity.Besides, they illustrate six companies that have a strong and clear brand identity in which The Body Shop and Haggen-Dazs are examined in detail. Apart from these, they use various examples to demonstrate the operations of The Body Shop and Haggen-Dazs. Last but not least, they have compared The Body Shop and Haggen-Dazs with their competitors. Lastly, they discuss the advertising methods of Haggen-Dazs in which they think the Farggi strategy that do-nothing confuse the customers the most. (Melanie)Hartma n, Cathy L., and Caryn L. Beck-Dudley. Marketing Strategies and the Search for Virtue A vitrine Analysis of The Body Shop, International. Journal of Business Ethics 20.3 (1999) 253-257. Print. In this journal, the authors use few historical examples to discuss three organizational virtuesexcellence, integrity and judgment in which they think that the virtues are now defined and extended to community, membership and holism.Most importantly, they believe that the virtues are now widely applied in the companies. However, they agree with the researchers that it is embarrassing to theorize the concept of community. Besides, they use the founder of The Body ShopAnita Roddick as the main example to illustrate the virtues can be utilized in a big company in multifarious aspects. (Melanie)Salver, Jessica. Brand Management in the Hotel Industry and its Potential for Achieving Customer Loyalty. Germany GRIN Verlag, 2009. Print. In this book, the author mainly discusses some product requirem ents for a brand to become successful.Although it is not her intention to suggest that a brand will not become successful without the listed requirements, she examines numerous factors that can build up a successful brand in detail, such as high and differentiated demand for product class, the product is easy to send and product quality is easy to maintain. Also, she has used The Body Shop and McDonald as the examples to explain her factors in detail. Besides, she believes that if the brand offers a reasonable price for the customers, they will certainly buy the products.Rev. of Starbucks Delivering Customer Service. Moon, Youngme, and John Quelch. Harvard Business Review 10 July 2006 3-4. Print. In this book, the authors have used Starbucks as an example to evaluate the value proposition and they use live coffee to describe the national coffee culture of it. Also, they use three components to illustrate the branding strategy of it.For example, it imports the best coffee beans from the world, develops a compressed intimacy with the customer and creates a good atmosphere. Besides, they discuss the locations of the Starbucks in which they are usually located in high-traffic and high-visibility places, such as commercial centers and universities. In addition, they analyse different products and the welfares of the employees in the Starbucks.Adubato, Steve. You Are the Brand. Canada Rutgers University Press, 2011. Print.In this book, the author uses his personal experience to show Starbucks is not an accidental brand and it does not really keep a connection with customers. However, he agrees that Starbucks has built on comfortable and familiar for him in the end of the chapter.Besides, he believes Starbucks reputations are built on the word of mouth from the customers and handsome services from the employees. In addition, he has cited the book from the original chairman and CEO of Starbucks to demonstrate the objectives of the company and the reasons that it s tarts to lose customers. Lastly, although he laments the Starbucks has become more commercial, he unruffled enjoys his leisure time in it.