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Unformatted text preview: ProFile 3 UNIT 12 Reputations
A brand is basically a symbol, or combination
of letters, which denotes ownership. Cattle
were originally branded with a hot iron to
show who they belonged to. Nowadays, of
course, a brand is much more: it is a promise
of quality, and represents a psychological
contract between the manufacturer and the
consumer. The brands we buy send a signal to
other people and provide information about
us: they are a form of sign language.
Brands are powerful because they can
transform a product available locally into
something which becomes a household name
both nationally and internationally. It is hardly
a surprise that the first real brands were
American, as they were able to grow in a huge
market with similar tastes and with no
political or linguistic borders to cross. This
meant that advertising would work effectively
throughout the country. Since then, of course,
the most successful US brands have gone on to
conquer markets around the world. USPs
Most successful and long-lasting brands have a
unique selling point (USP) or some quality
which sets it apart. The Dyson...
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This note was uploaded on 12/12/2010 for the course RBS BCN taught by Professor Dekoe during the Spring '10 term at Rotterdam Business School.
- Spring '10