Favorite Brand Paper

In: Business and Management

Submitted By Constance51
Words 814
Pages 4
Favorite Brand Paper
University of Phoenix
MKT/421
July 13, 2015

Innovative Branding

Engaging consumers in the modern business environment requires innovative branding efforts from companies in virtually every industry. A brand which I am passionate about is the American Express card due to its ability to stand out from the crowd in a highly competitive arena. The following paper analyzes the American Express brand and explains how ground-breaking branding has cultivated phenomenal success for the company and its stakeholders.

Reasons Why I am Passionate about the American Express Brand

American Express holds an impressive record of corporate responsibility. I admire their quest to work with nonprofit organizations around the world to preserve and sustain unique and historical landmarks and public spaces for our future enjoyment (American Express, 2015). I believe this endeavor connects the brand to the people in that is solidifies a common ground. In addition to historical work, American Express continues to shine in the area of community and volunteer service. By supporting the needs of those less fortunate, the brand has made a lasting impact of the past 160 years that it has been in business.

Membership Rewards

Another reason why I am passionate about the American Express Brand is because of its membership rewards that allows customers to use points to pay for card charges that have already happened. Customers can review their statement and then apply earned points towards various dining and entertainment charges on their bill. This is incredibly convenient for me, as a student, to be able to save money and still enjoy life. American Express has one of the best rewards systems for their customers of any of their competitors. This move makes the company stand out from its main competitors of Visa and MasterCard. While many…...

Similar Documents

Favorite Brand Paper

...Brand Paper Apple is one of the biggest and largest companies around. They specialize in iPod. Mac computers, IPhone, IPad, and also iPods The previous are some of the devices made and marketed by Apple, Incorporated, a company known for offering sleek, easy-to-use, highly sought after products worldwide. The company establishes a long-term connection with consumers of varying ages by offering excellent service in their own retail stores and through telephone support that builds loyalty for the brand. Apple places a high value on product differentiation, gaining the upper hand setting prices and availability in the marketplace. For many years the brand was a far second to Microsoft in terms of sales and operating system use. However, over the last few years, the launching of a large-scale advertisement campaign has given the brand an important place in consumers’ lives and made the brand hip along with environmentally responsible. Last, the company is enjoying the perception of selling user-friendly devices with many learning tools in comparison to Microsoft’s lack of style and ease-of-use. There are many reasons why I am passionate about this brand. For one they give great quality of electronics for a high price but I feel you get what you pay for. Another reason is because they market their product very well. There are multiple definitions regarding the term Marketing, it all depends on the context in which it is used. For instance, according to Perreault, Cannon and......

Words: 755 - Pages: 4

Favorite Brand Paper

...Favorite Brand Paper Name MKT/421 August 4, 2014 Michael Ballif Favorite Brand Paper The world is filled with wonderful products and services developed by different companies. These developments have extended consumer choices heightening the level of competition between companies. The implication of this is companies have to develop strong brands that will gain most of the market share compared with their competition. The Apple Company is a well-known company mobile and software industry. Apple has been rated as one of the most influential brands in the history of the world. Through its brand, the company has expanded business and employed many people through the development of new and innovative products (Lusted, 2012). When compared with other brands in the market, Apple brand always happens to be a step ahead of the competition. In 2012, Apple was voted as the winner of CMO Survey Award for Marketing Excellence (Scott, 2013). In addition, the company was able to hold this position for several years; this explains how influential the brand has been with time. We can rarely talk of Apple’s success without mentioning Steve Jobs. The passion held by Steve Jobs in building customer relationships has shown positive signs over the years. Job’s passion has led Apple in the development of cutting-edge and high-quality designs (Lusted, 2012). Apple is a brand that has successfully established emotional connections with the customers that makes it hard for the......

Words: 755 - Pages: 4

Favorite Brand Paper

...Favorite Brand Paper Name MKT/421 August 4, 2014 Michael Ballif Favorite Brand Paper The world is filled with wonderful products and services developed by different companies. These developments have extended consumer choices heightening the level of competition between companies. The implication of this is companies have to develop strong brands that will gain most of the market share compared with their competition. The Apple Company is a well-known company mobile and software industry. Apple has been rated as one of the most influential brands in the history of the world. Through its brand, the company has expanded business and employed many people through the development of new and innovative products (Lusted, 2012). When compared with other brands in the market, Apple brand always happens to be a step ahead of the competition. In 2012, Apple was voted as the winner of CMO Survey Award for Marketing Excellence (Scott, 2013). In addition, the company was able to hold this position for several years; this explains how influential the brand has been with time. We can rarely talk of Apple’s success without mentioning Steve Jobs. The passion held by Steve Jobs in building customer relationships has shown positive signs over the years. Job’s passion has led Apple in the development of cutting-edge and high-quality designs (Lusted, 2012). Apple is a brand that has successfully established emotional connections with the customers that makes it hard for the......

Words: 755 - Pages: 4

Favorite Brand Paper

...Favorite Brand Paper MKT/421 June 4, 2014 Nike Nike Inc. was first founded in 1964 as “Blue Ribbon Sports” by Bill Bowerman and Phil Knight. It wasn’t until 1971 that it was re-named “Nike” after the Greek winged goddess of victory, strength, speed, glory, and fame. The Nike “swoosh” is meant to represent the wings of the goddess Nike, as she was often depicted in mythology with. The iconic swoosh was created by Caroline Davidson, an advertising student at Portland University. She was a freelancer asked to design a graphic logo that could fit on the side of a shoe by Phil, and she sold him her design for $35. The first interaction between the founders of Nike was in 1959, when track coach Bill Bowerman met Phil Knight; who was a runner at the University of Oregon where he was coaching. The need for the company arose out of Bill’s desire to find lighter, more durable racing shoes for his university track team, and Phil’s desire to find a way to make a living without having to give up his love of sports. The two put their heads together, and the end product was a company that now dominates the market in its sportswear segment, despite having begun as a small distributing outfit from the back of Phil’s car. While Phil was obtaining his MBA degree at Stanford in the 60’s, Professor Frank Shallenberger assigned his students with a project; the goal of which was to devise a small business and a marketing plan for its success. Building......

Words: 1705 - Pages: 7

Favorite Brand Paper

...Favorite Brand Paper Rebecca Lynn Harjo BSHS MKT/421 June 28, 2014 William Alan Mc Intyre Sony’s logo is customarily in block letters with the bottom of the letters slightly faded. Sony also has an additional logo for their PlayStation models; it is a red capital P standing over a yellow, green, and blue striped upper case S lying flat on under the P. Sony’s brand name logo is very recognizable because it is their name, however, I feel that it lacks a certain quality that would promote the brand; there is nothing special about their logo. I think that Sony’s logo for their PlayStations does a superior job promoting the brand because whenever someone sees PlayStations PS logo they immediately recognize it as PlayStation; it is far more eye catching than just the word Sony. The second reason I like Sony is because of VR. There’s something so fantastically science-fiction about the concept of virtual reality. It’s the closest thing we have to jetpacks and hover-boards, those futuristic technologies we watched on TV as kids, and read about in books. And with virtual reality, we’ll be able to finally drive in flying cars and take trips to the moon. Because VR is so steeped in science-fiction, I can’t help but also recall the dire warnings: People lost in alternate worlds, virtual reality junkies, incapable or unwilling to unplug. Perhaps anti-social isn’t even the right word—unsocial, detached, and isolated. When we play games on the TV or our PC or phone, we’re often......

Words: 774 - Pages: 4

Favorite Brands Paper

...MKT 421 Week 1 Individual Assignment Favorite Brand Paper Write a 750- to 1,000-word paper in which you identify your favorite brand and explain why it is your favorite. In the paper you should do the following: • Identify a brand about which you are passionate. • Explain a minimum of three reasons why you are passionate about this brand. • Respond to the following questions: • Is the company successful in building loyal customer relationships across different groups? • Why or why not? • Identify at least two other competitors in the same industry, and explain why you prefer your selected brand over the competitors. Equity Bank Equity Bank, a Kenyan based financial services company is an organization that I am so passionate about in the banking industry. The bank was started in 1984 as Equity Building Society (EBS) and it used to provide finances for mortgage to most of its customers who fell in the low income earners bracket. The bank is led by a board of directors headed by the famous chairman; peter Munga and the group’s chief executive officer Dr. James Mwangi (Allen, 2013). I like this brand because of several reasons as outlined below 1. Leadership The bank is managed by an experienced board of directors who ensure that there is consistency in customer satisfaction and adequate innovation which results to efficiency. In November 2013, the company’s chairman Peter Munga was titled Chairman of the Year in the 4th edition of......

Words: 922 - Pages: 4

My Favorite Brand Paper

...Favorite Brand Paper There are several brands that I use on a daily basis but my favorite brand hands down is Apple, Inc. The product in particular that has created my romance with this company would be the IPhone. I have been using the IPhone since the first day it arrived on June 29, 2007 and I have been a loyal consumer up to my recent purchase of the IPhone 6 Plus, last month. Apple, Inc. has over $100 billion in sales and increased in sales every year consistently since its launch. I am committed to the quality, innovation, design, and simplicity that Apple, Inc. has provided to me consistently over the last 7 years. Apple, Inc. starts with a commitment to producing the very best product or service that you can imagine. This promise started when the late Steve Jobs took the CEO position at Apple, Inc. and created a marketing blitz with the launch of the IPhone, IPod, and IPad. On January 9, 2007 Steve Jobs delivered the most incredible keynote speech of his life and quite possibly the best in the history of consumer electronics (imore.com, 2014). Steve Jobs said,” That he would be introducing a wide screen IPod with touch controls, a revolutionary mobile phone, and a breakthrough internet device.” It was not going to be three separate products but one innovative product the IPhone. The world’s most successful brands don’t become (or remain) the world’s most successful brands without deep dedication to their customer’s needs. Apple’s customer service is legendary.......

Words: 841 - Pages: 4

Favorite Brand

...Favorite Brand Sabrina Fish MKT/421 2/3/15 Gregory Rankin Favorite Brand The hair care industry offers many different products from many different suppliers and it is important for the consumer to do some investigation into which products are the best suited for their needs. If the incorrect product is used on the wrong hair type it could create damage or hinder the outcome of the final style. Some products contain alcohol witch can dry out the scalp creating dandruff, others have byproducts that clog the hair follicles and lead to alopecia or balding. What do you know about your hair care products? Joico Joico is my favorite brand of hair care products. They have both a men’s and women’s line with an array of shampoos, conditioners and styling aids. The major selling point for me on with the Joico brand is that all of their shampoos and conditions, hair colors and even some of their styling aids contain keratin, this help repair hair on a daily basis from all of the elements like hair styling, weather. “K-PAK’s multi-action formulas feature megadoses of our revolutionary Bio-Advanced Peptide™ and Quadramine® complexes—the most powerful reconstructive technologies known to hair—to repair and strengthen hair precisely where it needs it, when it needs it” ("Joico Haircare", 2015) Variety The next selling point for me is the variety of product that is available. If you can think of a product in hair care Joico offers it. They have......

Words: 703 - Pages: 3

Favorite Brand Paper

...Favorite Brand Paper 1 Favorite Brand Paper February 16, 2015 Favorite Brand Paper 2 In the field of marketing the most important factor is the value of a brand. A majority of the consumers today prefer a certain brand and want t stick to that brand indefinitely. This is the reason why every company tend to spend a large amount of their budget in marketing their product in order to build a relationship with the consumer which can stick to them for a long time. As far as my personal choice is concerned, I tend to buy a product based on the price, however one brand that I will not compromise on is Dawn dishwashing soap. In this paper, I will discuss three different reasons as to why I like the product Dawn. I will also discuss Dawn’s competitors and why they do not match up to the capabilities of Dawn. Dawn is a registered trademark of Proctor and Gamble. Dawn was created in 1973 since then it has become a household name in America and internationally. Dawn is not only a dishwashing soap but it also comes in dishwasher products too. Dawn also prides itself in the fact that it is good for use on animals and has helped conservation organizations for over 35 years. One of the reasons I love the brand Dawn is because of its ability to cut grease. The Dawn bleach alternative power soaking product is amazing in cleaning......

Words: 716 - Pages: 3

Favorite Brand Paper

...Favorite Brand Paper MKT/421 February 16, 2015 Favorite Brand Paper   In marketing the most important factor is the brand value. Majority of customers prefer a particular brand and want to stick to it for a long time. This is the reason why every company spend legal amount of money in marketing their product so it can build relationship with customers which can stick to them for a long time. As far as my personal choice is concerned, I have many favorite brands for different requirements but for this paper I will chose my favorite brand which is Tesla Motors. Explain a minimum of three reasons why you are passionate about this brand Tesla Motors, Inc. is US based Company which designs, manufactures and sells electric cars and electric vehicles power-train components. Tesla, which was founded in 2003 by Martin Eberhard and Elon Musk, has pushed the envelope beyond what most automakers thought possible. The company's Silicon Valley-style "techpreneurship" enabled it to move faster, work more efficiently, and create ground breaking new ideas around sustainable mobility and automotive technology while proving that electric cars could be better than gasoline-powered cars. Tesla has had a competitive advantage over auto industry rivals in design innovation since day one. Located in arguably the center of the world for technological innovation, Tesla was able not only to construct its vision of mobility in Silicon Valley, but also recruit its employees from many of the......

Words: 1175 - Pages: 5

Favorite Brand

...Favorite Brand Paper MKT/421 Favorite Brand Paper Sony is one of the best and cutting edge Technology Company within the tech world. This business world headquarters is located in Tokyo, Japan. Sony products are mainly electronics, entertainment, and a gaming system. The Sony group mostly focus on electronics such as video games, sound, and television systems. With these fundamentals it has made Sony a top business that deals with consumer satisfaction, and provides them a widespread identity within the technology business. This company has several cans of brands to offer to people. Yet, only one of the largest product that they have created if the PlayStation 4. The PlayStation gaming system has been a Sony product for serval years. This system have evolved to include many of features that stand out to the customer. The price is a big factor for this product. Sony brought the price down early in its release of the PlayStation 4 to a reasonable amount of $299.00. By bringing the price down, the gaming console is now within range of a larger audience. An additional reason why people like this gaming console it has a built in Wi-Fi system with at additional cost. Another feature that makes this brand stand out is the visuals and scheme of the console. With any type of video like gaming system is the heart of it is the central processing unit. This detail gives the PlayStation 4 an outstanding graphic understanding that causes people to fall......

Words: 750 - Pages: 3

Favorite Brand

...Favorite Brand Michelle Gale MKT/421 June 2, 2014 Glenna Twing Every person has a favorite something; this could be shoes, stores, or food to name a few. This paper will detail one of my favorites, Skecher’s Shoes. There are many competitors that offer similar products, and the paper will show a few of them. Details as to why they are my choice will also be included. We will also look at how this company provides customer service to promote customer loyalty to a variety of age groups. My intent is to get others to try these shoes if they have not. Favorite Brand and Why Shoes are important to most people. Many have a favorite brand at they like to wear. I choose Skecher’s Memory Foam as my favorite brand. Skecher’s Memory Foam are my favorite for a few reasons the biggest reason is they are comfortable. With my current job I am on my feet a lot, and comfortable shoes are necessary. To have a pair of shoes that do not provide comfort could make my feet hurt after a period of wearing them. I have also found that an uncomfortable pair of shoes causes other problems such as an ache in my back. Having this happen has and would make the day worse. Pricing is another reason that these shoes are my favorite. The pair that I most currently purchased was $64.99; this is not a bad price. Considering that I wear these shoes at least five days a week, and at least eight hours a day,...

Words: 883 - Pages: 4

Favorite Brand Paper

...Favorite Brand Paper Jonathan Mitchell University of Phoenix MKT/421 Sandra Woods March 3, 2015 Favorite Brand Paper My favorite brand I’m passionate about is Queen Helene Cocoa Butter Crème. “Queen Helene® brand has been a leader in quality and beauty products for professional and personal use since 1930. Our products are inspired by nature’s finest ingredients because they are safer, and often more effective, than harsh chemicals and unnecessary additives. We are proud to have created a full line of affordable and effective body care products that are still passed on from generation to generation” (Queen Helene, 2015). I am passionate about this brand because with all of the cosmetic fixes out there, a natural remedy would better than a risky and expensive procedure just to make sure my skins feels the way it did I was young. I love this brand because it makes my skin feel soft and smooth. It last longer than other brand I have tried. Most of the brands out there because of their name have notoriety, like Palmer’s cocoa butter, but these brands are often water down versions of the original product because of the Palmer’s popularity, although expensive, the brand is mass produced, therefore, the quality of the product is diminished to serve all consumers. Palmer’s cocoa butter wears out fast and I have had to reapply it throughout the day, it is very thin and leaves my skin dry unlike like Queen Helene’s cocoa butter crème. I can use it once even after I was...

Words: 835 - Pages: 4

Favorite Brand

...Favorite Brand Paper Apple is one of the largest and most successful companies in the world. Apple is known for making easy to use and extremely sought after electronic devices such as the IPhone, the IPad and the iPod. Apple connects with consumers of all ages by providing reliable products and excellent customer service, both in their retail stores and through their telephone support line. This type of service builds brand loyalty. They take great pride in the ability to provide product differentiation, market availability, and for getting the upper hand on setting prices. For years Apple was a distant second to Microsoft in terms of their operating system use and sales. However with the launch of a massive advertising campaign a few years ago, made Apple environmentally responsible, put them in an important place in the lives of consumers, and made the brand cool for all ages. According to Perreault, Cannon and McCarthy, “Marketing is the performance of activities that seek to accomplish an organizations objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client” (2009, p.6). Where Apple has evolved and is keeping up with what consumer’s demand of the latest electronic devices, Microsoft has not and their products lack style and are not easy to use. There are several reasons to be passionate about this brand. They market their product very well. They sell good quality electronic......

Words: 953 - Pages: 4

Favorite Brand

...Favorite Brand Paula Plattner MKT/421 Nov. 23, 2015 Stephen Grothe Favorite Brand Coca-Cola, the real thing. I have been a fan of Coke since I was a kid, when everyone else was drinking Pepsi, I wanted Coke. This may not seem like a big deal in more populated areas of the United States east of the Mississippi, however in rural Montana, Pepsi is everywhere. I cannot tell you why I am obsessed with Coke, perhaps it’s the iconic red can, the bottle shape, or even the Coca-Cola bears, but I can tell you that if I am in a restaurant that only has Pepsi, I will just have water. Coca-Cola is the original cola and was developed in 1886 by Atlanta pharmacist, Dr. John Pemberton and was one of several carbonated drinks, Dr. Pepper, for instance, that were created during that time. What set Coca-Cola apart from others, was the vision of Asa Chandler, who run the company from 1888 to 1918, to take the company national. The reasons I like Coca Cola are simple; I like the taste, the packaging and the idea behind sharing a coke. First is taste; I simply think that Coke tastes better than Pepsi or Dr. Pepper. I am particularly fond of Coke Zero because it does not have that diet pop aftertaste that you find in other diet sodas. Second, the packaging, from the classic bottle shape to the distinctive logo, they both are visually appealing to me. I also love to collect Coca-Cola memorabilia. The Coca-Cola Polar Bears are synonymous with the holidays that are my favorite time of the......

Words: 847 - Pages: 4