Why Do Non-surfers Buy Into Surf Brands?

LITERATURE REVIEWHistory of BrandingThe word smear comes from the old English delegate burning stick and from the Indo-European word meaning to be hot . In Egypt livestock were branded for identification usages using hot metals This technique allows the recovery of stolen animals back to their possessorsThe 10th ascorbic cutting merchants used simple linear designs called signa mecatorium as tag to see ownership of stolen or lost goods . This is especially useful when storms declination down ships pirates attacked and stole goods and other events . The beauty of these markings is that even illiterates muckle reckon its meaning (Per Mollerup , 1999In 1519 , the first recorded brands were Three Latin Crosses of Hernan Cortez in Mexico . Since brands facilitate identification , livestock transported across region s and open air footslog prevents ownership problems when livestock mixes with other livestock of the alike(p) species (Brain J 2002In the American West , brands were already used as an indemnification of quality of livestock when sold by merchants . In japan and Europe craftsmen formed guilds that use ` reapingion label . The marks were traced back to the guilds and a guild warden or administrator expels artisan if they issue defective growths . Guild marks were products of the Industrial whirling of the 1800s it served as levelheaded marks of ownershipEssence of a BrandBranding is a decent slit in marketing strategy . Because brand is a means of identifying a product , failure of creating a unique(p) and nonional brand can make or operate not just the product but the companion as substantially . Keller (2003 ) shows the importance of brand from different perspetives that of the consumer and the company itselfFirmsBrands bequeath not be created if they do n ot provide benefits for firms The initiativ! e purpose of brands is to provide an identification that a certain product is force from this company . That is , brands are instantly associated with the company who manufactured it then linking the brand s personality to the manufacturer s personality .

notwithstanding in one case a brand achieves the expectations of consumers , the manufacturer gains the trust of the consumers make them corrupt the product repeatedly When this happens , other companies ordain fall in a hard time entering the market . Keller (2003 ) nevertheless stresses that even though products of certain brands can be immitated , the impressions the vanish program brand created to the minds of consumers may be a imprimatur that consumers will identify which one is original making the brand vexed to reproduce In short , brands is a powerful tool of gaining and sustaining competitive favor ADDIN EN .CITE Keller2003226Kevin Lane KellerStrategic mark counsel : building , measuring , and managing brand equity22003Upper Saddle River NJPrentice dorm room (Keller , 2003Aside from portion a company sustain its competitive advantage , brands withal functions operationally and legally . Brands can help in advantageously organizing inventory and accounting records . A brand provides the company legal protection for unique features of the product which unables other firms to heed the product . It also provides intellectual property rights to the brand owner . Registered trademarks patents , and...If you requirement to get a full essay, order it on our website: BestEssayCh eap.com

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