Normal Branding Theory - Promoting Brand Identity Essay

Normal Branding Theory - Promoting Brand Identity - Essay Example The behavioural mannerisms of the audiences, both primary and secondary are significant since these shape up the sale of these brands or as exclusively one can state, the marketing of the same. (Jackson, 2004) Brands have overtaken the retail units by storm. They seem to be everywhere. One brand is ‘in’ today and it might just be replaced or cannibalized by its smaller unit every other week. This means that there is a lot of diversification which is taking place and if seen from the competitive standpoint, this is something that boosts competition and gives rise to a healthy one. (Keller, 2003) But then again, there are drawbacks in such a situation. Since how many brands can remain in the awareness set of the consumer that the brand is actually hitting upon? The answer to this is not only confusing but also perplexing to state the least. (Faust, 1994) Further, Douglas (2004) has asserted the way in which brands have attained the position of icons on their own due right and place. They have outsmarted the manner in which other brands are perceived and this is a significant basis for their long-term success within the relevant markets nonetheless. The normal branding theory thus speaks of the ways through which brands are propagated across a number of different channels and whether these communicate the essence of the product in entirety or otherwise. The proliferation of brands in a tremendous amount is a tantamount to serious market activity and shuffling in of brands at a breakneck speed which is all the more pleasing for the market indicators and the business as a whole. The manner in which this proliferation has come about has brought serious and grave concerns on the minds of the people who are in charge of running the whole show but then again it is in direct proportion with the supply and demand theory which we discuss in the coming lines. (Brache, 2007) Brands offer some sort of value to a particular set of audience and it is up to the brand manager and his team that this audience is narrowed down as far as possible.  Ã‚