Branding and Ethics

Unit 9

Unit 9: Branding and Ethics

Mary Brickley

AB202: Building Customer Sales and Loyalty

Kaplan University

06/23/2015

Branding is creating a recognizable name or logo that identifies a product and makes it stand out from the rest. Examples are Apple products, they are unique because they run on a different operating system and they are symbolized with the apple with a bite out of it. Having a recognizable brand has an advantage over competitors who are unknown or of lesser quality. Apple is known to be unique and different from a PC which has many brands but “Mac” only has Apple.

A brand also helps identify quality such as name brand products vs. store brand products. Sometimes they work just as well, but not always. Some people will connect with a brand such as Kraft foods and will only buy Kraft cheese but other people will not care about brand as much and may buy Borden because it simply cost less.

Some brands are known to save money such as store brands. Often the Equate brand at Walmart or the HDX brand at Home Depot are made by large, well known manufacturers with the same quality as the brand name. Without the brand name though it will sell for less money. Some people recognize this as a value opportunity in some products but sometimes they will stay with a brand name on a product that they know and trust to do what they want it to do. An example of this would be laundry detergent. I will purchase Tide or another name brand product over the store product because the store product leaves too much soap in my clothes and makes me itch. This may not happen for everyone but for me I will choose the name brand in this case.

The concept of customer relations is simply a company’s relationship with their customers or the people who buy their product or service. All companies will benefit from having good customer relations because happy customers will refer their friend,...