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Pure Life Branding Theory (Case Study Sample)


Discussing about expansion of brand awareness. Discussing at least two theories about branding in relation to the Pure Life company. Giving strategic recommendations on how pure life company could expand its brand awareness in the Australian market linking the recommendations with the identified theories


Pure Life Branding Theory


The modern competitive world of business requires business firms to get deeply involved in brand promotion so that consumer can notice the brand among the rest. Many entrepreneurs start businesses because they are capable of running them, competent and even brilliant in matters of business. Such people understand the industry, and they are in a position to supply products that people want. However, entrepreneurs find some difficulties in the approach to use in promoting their products. Despite offering the products that people want, the entrepreneurs can create awareness among the potential consumers about the availability of the products. Business firms are supposed to promote their brands to create brand awareness for consumers to be able to identify and differentiate the brand from those of the competitors. This is a strategic recommendation for Pure-life to promote and expand its brand awareness in the Australian market amid competition. The discussion will start by discussing two theories that are related to the challenge of making a brand stand out in the market. The two theories are; branding theory and utilitarian theory.
Branding theory
A brand is a term used to refer to products or the place and reputation since it captures the idea of reputation observed, valued, and managed. In simple terms, a brand is a product or a service considered in combination with its name, identity, and reputation. Therefore, branding is the process of promoting selected images to establish a favorable reputation (Liu, 2013, p.3). Companies strive to make their products noticeable brands in the markets so that they can make more sales. The brand theory proposes that the old model of branding basing on the creation of external factors, brand image, and fiction is outdated (Hansen, and Christensen, 2014, p.35). This type of branding has been done away with because consumers do not just buy products manufactured by brand image, but modern time consumers want the truth. Firms can no longer cheat on consumers about the quality of the ingredients of the products.
According to the brand theory, modern branding tries to create favorable impressions in the consumers' minds. Having a strong and positive brand image helps products to distinguish themselves from others. Strong branding can fetch premium pricing and market segmentation to convey a coherent message to the targeted customers (Liu, 2013, p.5). In other words, brand theory suggests that modern business firms should focus on building a reputable brand with truth in it; firms need not lie to a customer about the quality of the products since customers will soon learn about the products and know the truth. Thus, the best way of building a brand is to provide the best quality to have a strong liking for the products (Liu, 2013, p.11). While Pure-life strives to make its healthy bread brand noticeable in the Australian market, it must keep in mind that modern consumers cannot be cheated. Therefore, the company should ensure that its bread is indeed healthy and of high quality, as it claims.
Utilitarian theory
Utilitarian theory is one of the theories discussed in class, and I found it relevant to this paper. Utilitarian theory in itself is a moral theory that advocates for actions that increase pleasure and happiness but opposes actions that cause unhappiness or harm (Byskov, 2020, p.32). According to this theory, an action is right if it results in the happiness of most people in society. The utilitarian theory has three accepted hypotheses; first, it requires that pleasure or happiness is the only factor that has intrinsic value (Byskov, 2020, p.32). Secondly, it states that actions are considered right if they foster happiness and wrong if they lead to unhappiness. Thirdly, this theory claims that every individual's happiness counts equally.
From the exchange theory point of view, the utilitarian theory claims that people tend to have rational behaviors. Peoples' rational behaviors make them choose an option that satisfies them maximally. Thus, when consumers are making buying decisions, they choose products that would serve their needs maximally (Byskov, 2020, p.32). Thus, Pure-life should concentrate on making high-quality sprouted bread that satisfies the consumers and offers both breads at an affordable price. If the firm manages to do this, it will increase its brand awareness, and the long-run effect is that the brand would be famous, and the firm would have loyal customers in the future.

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