2. • Task
• Compile a case study of information and material
about a brand of your choice.
• You will need to investigate the history and
development of the brand and the messages and
values that are associated with it.
• Look at the alternative side of the pro-brand image.
Has the brand attempted to hide aspects of its
company or operations to maintain public
perception?
• Your case study needs to include text and images.
• Please do not simply cut and paste!
3. Brand Image
• A brand is not a product!
• A brand is an umbrella term under which many
products are marketed.
• A brand may even be a company name:- Coca Cola,
Nestle, Nescafe, Adidas, Hoover, Pepsi, Microsoft.
• Nescafe is not actually a company, it is owned by
Nestle, but it is still a brand as there are more than
one product released and marketed under the
Nescafe label:- Nescafe Gold Blend, Nescafe Cafe
Noir, Nescafe Blend 37.
4. Branding
• A brand is created when a product
becomes popular. The company that
produced it releases a selection of often
related products all under the same
brand.
5. Advantages Of Brands
• Consumers expect the same quality between
products. So a new product by a established brand
may well be selected over a lesser known one.
• Consumers are more likely to try a new product
when it is attached to a brand that they know or love.
• Consumers attach brands with certain
ideologies/lifestyles.
• Brand named products have a ‘snob’ appeal; it seems
more middle class to buy branded products rather
than a cheaper alternative.
6. • It is often easier to buy a branded product because
you are assured of some kind of quality, whereas
buying an unknown product has a risk attached.
7. • Branded products are more expensive due to
advertising and packaging costs. The cheaper
alternatives are often just as good but their costs are
less.
• Corporate success may lead to company corruption,
Nike has sweatshops in Indonesia to increase profits.
• The ideology behind a brand name is all a
constructed image and it can hide a less than squeaky
clean company image.
Disadvantages of Brands
