Perception Towards Successful Brand Essay

Rev. of â€Å"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 company must have a clear brand identity with depth and texture so it will not convey confuse messages to customers. Also, they provide some 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 can confuse the customers the most. (Melanie) Hartman, Cathy L., and Caryn L. Beck-Dudley. â€Å"Marketing Strategies and the Search for Virtue: A Case Analysis of The Body Shop, International.† Journal of Business Ethics 20.3 (1999): 253-257. Print. In this journal, the authors use some historical examples to discuss three organizational virtues—excellence, 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 difficult to theorize the concept of community. Besides, they use the founder of The Body Shop—Anita 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 requirements 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 identify 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 â€Å"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 close 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 investigate 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 â€Å"comfortable† and â€Å"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 excellent 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 starts to lose customers. Lastly, although he laments the Starbucks has become more commercial, he still enjoys his leisure time in it.