Assignment 4-2.docx - Chapter 6 of Retail Revival is discussing who really owns the brand In the other readings I noticed the blame of the brand was

Assignment 4-2.docx - Chapter 6 of Retail Revival is...

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Chapter 6 of Retail Revival is discussing who really owns the brand. In the other readings, I noticed the blame of the brand was passed back and forth and I see it in our textbook as well. It has been noticed that marketers and manufacturers no longer control the brand and they are on the sidelines of it. It is what the consumer makes of it and how they react to it. This goes back and forth between the consumer having the power to make the statements of the brand. Also, some say the complete opposite that marketers are still in sole control, and the consumer has an influence on the brand. Nothing more, nothing less. Personally, I think that both marketers and consumers own the brand. Marketers make their stand on the product in commercials and social media, but perception to the consumer is how the product is seen and purchased to that consumer. Due to social media, consumers are very aware of purchasing habits and their reasoning behind it. Companies have started to focus on honesty, immediacy and illumination.
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