The Power of Brand Essay Example | Topics and Well Written Essays - 3500 words

The Power of Brand - Essay ExampleToday, a brand is made out of not one, but a swarm of cultural ideas. Branding as a strategy involves a multitude of elements such as symbols, words and images experiences and feelings, patterns of belonging, allegiance and identity values, belief systems and knowledge and many an(prenominal), many, many more. (Grant, 2006, p. 90)This study concerns the power of international brands of consumer goods to sustain consumer loyalty to the brand. The dissertation proposes to explore the phenomenon of brand communities of international brands in local society, to describe and document how these brand communities come across themselves from one another in terms of their common viewpoints, attitudes towards their product brand, their rituals and traditions. It shall thereafter be verified whether this same set of values, representations, behaviour patterns and rituals are replicated in standardised brand communities in other parts of the world.In partic ular, the study shall focus on the existence of brand communities as an element of the market strategy that seeks to foster what may be almost described as a cult following a phenomenon more persistent than a fad and which has every reading material of a subculture that goes beyond merely repeatedly purchasing the product. The study shall examine those brands for which the phenomenon has entrenched itself, such as the following suggested brandsOne may argue that scourge Potter or Star Wars may be classified as brands for the purpose of this study, despite both being concoctions of literature and cinema. It cannot be denied that what was one defy and one movie wee spawned not only into a series of books and movies (commercially successful, one might add), but also several other product lines that have proved profitably franchises because they carried the names Harry Potter and Star Wars. In this manner, it may be said that Harry Potter and Star Wars have evolved into