The Marketing Mix: Products and Branding Strategies

Running Head : Marketing Mix

The Marketing Mix : Products and Branding Strategies

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Introduction

Brand names are supposed to identify and distinguish a product from another product . Giving a product a name signifies that it has a personality and identity distinct and different form other products manufactured by other companies . Companies give so much importance to brand names that they register the names of their products with the Intellectual Property Office and a suit against any company that unlawfully appropriates and uses the names of their products

. They also spend so much for advertisements just so a product 's name can be associated with a certain concept or a celebrity . For businesses , a brand name needs to be associated with something so that the consumers may be able to relate to the product . The goal is for the product to be identified with the product

There are those who say that a product is not simply its name . Those who question the importance of brand names argue that it is not everything . For them , quality and excellence are the things that distinguish a product from its competitors . While having a good brand name is important , ensuring that the product has quality and excellence are equally important . History has proven time and again that a strong brand name will not save a product as can be gleaned from companies like Starbucks , Goodyear tires , Kodak , and Singer Sewing Machines , all of which have at one point strong brand names but...