The Power of Branding Essay - 2195 Words

INTRODUCTION â€Å"Human civilization is dependent upon signs and systems of signs, and the human mind is inseparable from the functioning of signs-if indeed mentality is not to be identified with such functioning.† (Charles Morris) According to the Charles Morris, human used to relying or remember a thing by it signs. It is the first impression and brings the most impact to a person. Therefore, it is important for a brand too. A brand is a sign that represents a company and also the connection between company and the audience. A brand communicated through different way to its audience. It can be from what the audience see and hear, or it can be the feeling or perceptions of the audience after they experience it. (Melissa Davis, 2009, p. 12)†¦show more content†¦It has the ability to easily associate the brand with other brand to come out or grow a new thing. When both companies join together it gives benefits to both and while joining together, both companies bring a fresh feeling to the customers. Besides, when both brands join together, it comes out with a single and unique brand and therefore, it will bring something fresh to the audiences. There are two major forms of co-branding strategies which is parallel co-branding and ingredient co-branding. Parallel co-branding means two or more brands that combine together to come out with a combined brand. For instance, Nike and Apple come out with an iPod, Nike+. (Fig.2.1) Another example is the Haagen-Dazs ice cream and Bailey’s liqueur which form a new Haagen-Dazs with Baileys flavor ice cream. When a supplier of a company supplies their ingredient to another company to make a product, it is called ingredient co-branding such as, Weight Watchers working with Heinz and produces a new product of Double Chocolate Brownie. (Fig 2.3) Besides, Oreo and Mcflurry are another example of ingredient co-brand together to produce a new flavor of Mcflurry which is OreoMcflurry. (Fig. 2.4) 2.2 Co-branding associated with ‘four Ps† When both companies need to co-brand together, they also need to consider on the â€Å"four Ps†. The â€Å"four Ps† means their product partnership, place partnership, price promotion and people partnerships. (Matthew Healey, 2008,Show MoreRelatedThe Divine Power Of Womanhood : Hawthorne s Re Branding Of Femininity1315 Words   |  6 PagesThe Divine Power of Womanhood: Hawthorne’s Re-branding of Femininity Women in Puritan society, as in many other societies throughout time, were repressed. In Nathaniel Hawthorne’s The Scarlet Letter it is womanhood, not women themselves, that is being repressed within Puritan society. On the surface, this is because of its traditional religious association with sin. 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