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Perceptions of Branding

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View these (http://duaneeknapp.com/duane-knapp-video.php)

Videos by Duane Knapp, an authority of building genuine brand, which describe the significance of branding. Then review this (http://www.traveltalkmedia.com/archives_sep21_08.html#1007)

Audio (sections 7 and 8) from Knapp on the science of branding, building community brands, and international branding.

Share your previous perceptions of branding. Then describe what you now see as branding, considering the view from Duane Knapp and the readings in your textbook. How have these resources and those found during your own research modified your initial assumptions?

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My perception of branding is that it is an integral part of marketing a product or service that
aligns what is being offered with an organization's intended image. Branding is the process of creating
an image consumers can associate the product or service with, that will create a memory or instant
recognition. Branding tells customers what they can and should expect of the product or service being
offered (Williams, 2013). Branding takes time, as recognition of the product or service first relies on
introduction to the market, then on frequent exposure. Branding is tied to marketing and promotion,
as a strong brand cannot be established without frequent exposure to consumers who desire products
or services.

However, branding may be viewed as more than simply reaching consumes with ...

Solution Summary

The perceptions of branding are given. How the resources and those found during your own research modified assumptions are given.

See Also This Related BrainMass Solution

Perception of Tesco Brand to an Investor

Brand Critique

The Tesco brand is key to success. The brand is built on Tesco's core purpose - to create value for their customers to earn their lifetime loyalty - and is underpinned by Tesco's values.


You have been asked by the Corporate & Legal Affairs Director to evaluate how the Tesco brand is perceived from the perspective of one an investor.

six pages in length

When you are doing the work it is compulsory to follow the 2 sections below:

The list to follow;
? Critical evaluation of the brand and the reasoning behind recommendations
? The ideas you present
? Consideration of the long term and wider implications
? Understanding of the task and how you approach it is very important.

Pointers to include;
? What are the strengths of the brand?
? What are the weaknesses in the way Tesco's brand is represented?
? What opportunities could there be to improve the Tesco brand - now and in the future?
? What threats should the Corporate & Legal Affairs Director be aware of?
? What external factors may affect our brand - now and in the future?

Note: Corporate and Legal Affairs in Tesco is mainly responsible of protection and promotion of the Tesco brand.

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