{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

reputations - ProFile 3 UNIT 12 Reputations A brand is...

Info icon This preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
Photocopiable © Oxford University Press USPs Most successful and long-lasting brands have a unique selling point (USP) or some quality which sets it apart. The Dyson vacuum cleaner is bag-less, for example, while Ray-Ban glasses provide aviator-level eye protection against the sun. Without a USP, a brand will probably fail to differentiate itself from other similar products on the market. Contrary to popular belief, it is the first brand to establish a strong identity within a market which usually succeeds the best. BRAND-STRETCHING Brands can be stretched to include other products or services with greater or lesser degrees of success. Richard Branson’s Virgin brand with its image promise of quality and fun has been stretched to encompass the music business, transatlantic travel, and cola-based soft drinks. PEOPLE AS BRANDS Top sportspeople and personalities are brands in their own right. Tiger Woods and David Beckham can both be considered as brands.
Image of page 1
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern