Why Do Non-surfers Buy Into Surf Brands?

LITERATURE REVIEWHistory of BrandingThe word brand comes from the old English intend burning stick and from the Indo-European word meaning to be hot . In Egypt livestock were branded for identification purposes exploitation hot metals This technique allows the recovery of stolen animals back to their ownersThe 10th ascorbic acid merchants used simple linear designs called signa mecatorium as tag to read ownership of stolen or lost goods . This is especially useful when storms drop down ships pirates attacked and stole goods and other events . The beauty of these markings is that even illiterates can reckon its meaning (Per Mollerup , 1999In 1519 , the first recorded brands were Three Latin Crosses of Hernan Cortez in Mexico . Since brands facilitate identification , livestock transported across regions and open footslog prevents ownership problems when livestock mixes with other livestock of the same species (Brain J 2002In the American West , brands were already used as an indemnification of quality of livestock when sold by merchants . In japan and Europe craftsmen formed guilds that use ` reapingion marks . The marks were traced back to the guilds and a guild warden or administrator expels crafter if they issue defective growths . Guild marks were products of the Industrial revolution of the 1800s it served as levelheaded marks of ownershipEssence of a BrandBranding is a puissant slit in marketing strategy . Because brand is a means of identifying a product , failure of creating a unique(p) and creative brand can make or operate not just the product but the company as well . Keller (2003 ) shows the importance of brand from different perspetives that of the consumer and the company itselfFirmsBrands bequeath not be created if they do not provide benefits for firms The initiative purpose of brands is to provide an identification that a certain product is manufacture from this company . That is , brands are instantly associated with the company who manufactured it thus linking the brand s personality to the manufacturer s personality .

notwithstanding once a brand achieves the expectations of consumers , the manufacturer gains the trust of the consumers make them buy the product repeatedly When this happens , other companies ordain fall in a hard time entering the market . Keller (2003 ) nevertheless stresses that even though products of certain brands can be immitated , the impressions the pilot program brand created to the minds of consumers may be a guarantee that consumers will identify which one is original making the brand vexed to reproduce In short , brands is a powerful tool of gaining and sustaining competitive advantage ADDIN EN .CITE Keller2003226Kevin Lane KellerStrategic branding counsel : building , measuring , and managing brand equity22003Upper Saddle River NJPrentice Hall (Keller , 2003Aside from portion a company sustain its competitive advantage , brands withal functions operationally and legally . Brands can help in advantageously organizing inventory and accounting records . A brand provides the company legal protection for unique features of the product which unables other firms to imitate the product . It also provides intellectual property rights to the brand owner . Registered trademarks patents , and...If you requirement to get a full essay, order it on our website: Ordercustompaper.com

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