Product Brand Business & Marketing Term Paper Essay (Term Paper Sample)

Running Head: Branding
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Table of Contents
1.0  TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc299674233"
Introduction  PAGEREF _Toc299674233 \h
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2.0  HYPERLINK \l "_Toc299674234"
Brands and the Theory of Knowledge (Epistemology)  PAGEREF _Toc299674234 \h
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3.0  HYPERLINK \l "_Toc299674235"
Importance of Brands to organizations  PAGEREF _Toc299674235 \h
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How Brands navigate customers towards their products or services  PAGEREF _Toc299674236 \h
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Brands position and their communication to organizational values  PAGEREF _Toc299674237 \h
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6.0  HYPERLINK \l "_Toc299674238"
How brands help organizations achieve their objectives  PAGEREF _Toc299674238 \h
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7.0  HYPERLINK \l "_Toc299674239"
Branding Strategies  PAGEREF _Toc299674239 \h
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8.0 Conclusion………………………………………………………………………………… 11
1.0 Introduction
A brand can be defined as a product or service that is made distinctive through positioning relative to the competition and also through its personality. In essence, brands shows the tangible and intangible benefits brought about by a product or service that can be identified with the full customer experience. A brand may include all assets used in delivering and communicating that experience; that is, the name, design, advertising, the product or service, distribution channel, and reputation. This paper is aimed at discussing how the underpinning theory can be used in discussing the role of brands and the brand strategies business adopt in order to achieve their marketing objectives.
2.0 Brands and the Theory of Knowledge (Epistemology)
Universally brand exists in the minds of its audience while the product is found in the physical realm. Epistemology helps us in understanding the link that exists between the psychological perceptions and the physical things; hence the new insights to develop and manage new brands. Epistemology was written by Plato a Greek Philosopher who revealed that things in the physical world are different from concepts and ideas in our minds. For instance, what we know is not the physical world itself, but an organized, categorized, and structure version of it. Perception is a mind function which is normally overlooked by brand owners (Gelder, 2005: 78).