The Mirror Brand Names in Todays Society Essay - 1740 Words

CAROLINE. Ever heard the name? A student advertising freelancer. (Still no clue). It was Caroline who designed Nike’s SWOOSH logo for $35 in 1971. (Today you will have to pay a little more than that to buy the swoosh on a pair of ordinary Nike sneakers.) Time ushers change and change requires the old to be replaced by the new. Business is no different; it has witnessed a fair share of evolution. Once upon a time, the quest was for everything tangible. Cash, real estate, machinery, inventory, investments were the means of defining the strength of a company.Today, wealth resides in the intangible. Companies spend millions to maintain their priceless goodwill, patents and most importantly, their irreplaceable BRANDS. You have just seen†¦show more content†¦Nokia sells in India, as if the phones were being distributed for free. Do you know why? The answer is simple— because its nokia. No answer will make less sense, and at the same time, no other answer can make such perfect sense (it merely depends on your point of view). You must understand that when we Indians purchase luxury goods (be it cell phones or apparel), it is not the product that we seek; rather it is the value that the product adds to us that we try to find. And the aura around the nokia brand is so much so that Indians are simply mesmerized by it. This was merely a glimpse into the astonishingly persuasive world of brands. And that brings me to my next question—- How did all this exactly happen? Patience. Ingenuity. And most importantly–an alliance which was about to shape the world as we know it today. We know them as very dear friends, the perfect complements, brands and marketing. It has been this alliance that has resulted in prosperity beyond possibility. Today, together they constitute for not billions but trillions of dollars of product sales, worldwide. Thus, let us now embark on a journey to appreciate the progression of their coexistence. DEFYING LOGIC The marketing mix(to create brands) for a very long time has been the use of the 4Ps, that is, the Product,Show MoreRelatedBranding Essay1247 Words   |  5 PagesSubject: The brand as an aspirational and cultural agent 14/03/2013 According to Philip J. Kotler à ¢Ã¢â€š ¬Ã…“a brand is a name, term, sign symbol or design, or a combination of them to identify the goods or services of one seller or a group of sellers and to identify them from the competitorsà ¢Ã¢â€š ¬Ã‚ . This definition expresses the brand as the sum of the representations that we have, however, the brand is also a cultural agent. To remain permanently in the mind of the consumer brands must build a recognizableRead MoreBranding Essay1262 Words   |  6 PagesThe brand as an aspirational and cultural agent 14/03/2013 According to Philip J. 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