Teens and young adults covet certain brand-name clothing because they Essay

Teens and young adults begrudge certain brand-name clothing because they believe it promotes a special(prenominal) get wind - Essay ExampleThe brand reach is a key factor that determines the success in marketing a brand. The image helps harvestings associated with a particular brand to stand out from competing products. A good brand creates a connection with the customer as the sole total solution to the customers wants. It positions itself as being the consumers first choice. This see will outline the role of companies and their consumers in branding. By means of examples, it will seek to establish who drives a brand image. Company role in branding Brands like Coca Cola, Gillette, Pepsi and Adidas are successful totally over the world. This success and positive reception by the consumers empennage be attributed to quite a topic of roles played by the companies. Strategic marketing, with an objective and a target audience is essential in ontogenesis a positive brand image. A key example is Adidas association with sports. Adidas has over the years sponsored sports competitions such as the Adidas Championship Football and hence increased its brands visibility. Adidas in like manner place monumental sized shoes at public places. These Adidas branded shoes increase the companys visibility and hence a stronger brand image. A simple slogan and company symbol are also essential in creating a permanent association to the brand by the consumer. Symbols such as Adidas tierce blue stripes and Nikes tick are easily recognizable. These two symbols are associated with sports in the eyeball of the consumer (Philip 2006). Building a strong brand image also entails endorsements and association with the right persons. Association with rise up known, successful and trusted personalizedities increases the chances of a brand having an edge over its competitors. Association with well known persons may give the customer a sense of security on a product and a pure to ne of fond regard to the star. This is especially true when the consumer is a fan of the endorser. Such endorsements come mostly from sports personalities, such as Jordans endorsement for Nike. David Beckham and Zinadine Zidane, two legendary football stars remind one of Adidas. Along with these roles, manufacturing quality products that reciprocate consumers needs, having a good public reputation as a company and delivering promises on a product helps create a strong brand image (Philip 2006). The brand name Adidas is easy to recall. It stands out from competitors label and the logo is easily noticeable. This creates a distinct identity hence image of Adidas on consumers. Adidas has dedicated resources to wait on in optimization of its products so as to be able to deliver the best sportswear and equipment a sportsperson can access. This has led to production of quality products and hence reinforced Adidas brand image in sports. Adidas CEO, Adi Dassler ensures personal presence at important sports functions thereby creating a connection between him and consumers. This earns Adidas consumer loyalty and more attachment to the brand (Aaker & Joachimsthaler 2006) Consumers role in branding The consumers role in branding cannot pass un-noticed by companies. Consumers have needs and expectations on a product. They tend to choose the product which meets their needs and fulfils their expectations. With online forums and social networking sites, consumers can discuss and rate various brands of a product. The shared opinions form an image of the respective brands to new consumers. This image governs the new consumers