Perception Towards Successful Brand Essay

Rev. of Building Brands Without Mass Media. Joachimsthaler, Erich, and David A. Aaker. Harvard Business appraise 3 March 2009 4-6. Print. In this article, the authors emphasize that a familiarity must score a clear brand individuality with depth and texture so it will non convey conf exp fetch up messages to customers. Also, they provide some selling strategies for the brands to set up a clear and effective brand identity.Besides, they expatiate six companies that have a strong and clear brand identity in which The Body store and Haggen-Dazs are examined in detail. Apart from these, they habituate various examples to demonstrate the operations of The Body Shop and Haggen-Dazs. Last only 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 scheme that mess confuse the customers the most. (Melanie)Hartman, Cathy L., and Caryn L. Beck-Dudley. Marketing St rategies and the Search for right A Case Analysis of The Body Shop, Inter case. Journal of Business morals 20.3 (1999) 253-257. Print. In this journal, the authors use some historical examples to discuss three organisational virtuesexcellence, integrity and judgment in which they think that the virtues are now delineate and extended to community, membership and holism.Most importantly, they believe that the virtues are now astray 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 ShopAnita Roddick as the main example to adorn 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 overlap requirements for a brand to become successful.Although it is not he r 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 slowly 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 determine 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 label 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 close intimacy with the cu stomer 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 tie-in 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 glorious services from the employees. In addition, he has cited the book from the original chairman and chief operating officer of Starbucks to demonstrate the objectives of the company and the reasons that it starts to lose customers. Lastly, al though he laments the Starbucks has become more commercial, he still enjoys his leisure time in it.