Brand Essays and Research Papers

Instructions for Brand College Essay Examples

Title: Branding new service dominant logic

  • Total Pages: 50
  • Words: 12522
  • References:50
  • Citation Style: Harvard
  • Document Type: Essay
Essay Instructions: Branding: Branding theory has been developed mainly in the context of consumer products, yet most economies are characterized by companies selling services instead of products. Understanding how branding works in service markets is consequently, a priority.
Write a report in order to understand the process of evolution of the branding theory taking into consideration the “new”service-dominant logic.

Main Report of 12,000 words
Reflective Report of 3,000 words

Report Format
The AMP simulates the type of task that you will be asked to do when you are employed. The Main Report has a recognized format, which you should use.
- Title Page - Unit code, Topic
- Acknowledgement
- Table of contents ??" Use a consistent approach to numbering the sections of my report.
- Executive Summary- one side of A4 summarizing the key points of my report.
- Aims and Objectives ??" This should outline the way in which you are tackling the question set.
- Literature review, Analysis and Discussion ??" This is the main body of the report in which you demonstrate my ability to find, evaluate, analyses and synthesize information to produce an original piece of work.
- Conclusions ??" This is the section where you summarise the previous section in such a way as to clearly provide a response to the question posed in the topic you were given.
- Recommendations - If appropriate recommendations for action should be provided in this section.
- References ??" All sources from which you have quoted MUST be listed here in alphabetical order according to the Harvard referencing system.
- Bibliography ??" Sources which you have read but to which you have not made specific mention in my work should be listed here in alphabetical order according to the Harvard referencing system.
- Appendix/appendices

The report should be printed in Arial 12 pt, 1.5 line spacing and bound.

Knowledge and Understanding
- Should be able to autonomously analyse new and/or abstract data and situations using a wide range of techniques appropriate to the discipline(s) and to his/her own research or advanced scholarship
- Should be able to demonstrate a depth of acknowledge and a systematic understanding of his/her discipline(s),across specialist and applied areas, and be critically aware of and deal with complexity, gaps and contradictions in the current knowledge base with confidence.

Although the task is based on secondary data, there are numerous sources-academic journals, newspapers, trade press, government reports, and books-which the student can use as well as! The data may and probably will be contradictory. Students may deal with this by ignoring conflicting finding or by engaging in a debate to examine the reasons for the disparity.

Reflective Analysis Report
The following should be taken into account in compiling this report. Firstly, the analysis is not about demonstrating:
- How perfect you are
- How you’ve done everything perfectly well
- That others have let you down
Secondly, the analysis is about what you have learnt from the experience, both personally and as a group.

Reflection under the following headings might be considered.
a) Introduction
b) Recollection of experiences
- How the development process worked. Diarised recollection of key stages and ‘events’ in the development of both the literature review and the integrated marketing plan. Any particular internal crises or elements of enlightenment should be identified.
- In compiling this element, students are advised to keep regular and detailed diaries or logs.
c) Personal feelings and learning from the experience
- Personal feelings regarding the process and one’s own contribution to the experience. Identification of any specific personal problems either with content, process or other group members. Identification of how issues were resolved and over what time period.
- How, if at all, was my performance compromised by the actions of others? How might my actions have compromised the performance of others? Any other comments regarding personal feelings and learning.
d) Group dynamics and learning from the experience
- How did the group respond to the process? Identification of any problems with the group as a whole. How the group dynamic did evolved? How would the other members of the group have regarded you? What more might the group, or individuals within the group have done in solving the problem (S)? What value was gained from the supervisor consultations?
e) Lessons for future projects
- Identify up to 5 key lessons to improve your performance in future group activities and projects.
f) Conclusion
- General conclusions from the process.

You might also consider the following.
- Don’t rely on your memory: compile regular detailed progress logs
- Be prepared to discuss issues and feelings with other members of the group
- Prepare for some discomfort and ‘ hostile information’
- Through foresight and hindsight you can gain insight.

About my process for write the reflection.
I have 1 week for AMP class or Dissertation class from tutorial of faculty and got my topic and form group. My groups have 6 peoples during in class we change idea and brain storming about our topic to find the key point. After that we separated to do dissertation by individuals.
Point of topic have we got
- Global of branding service
- Brand Management
- Brand Strategies
- Brand Equity
- Value Chain


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Aitken, R. & Campelo, A. 2011 The Four R's of Place Branding. Journal of Marketing Management. [online] [Accessed 14 November 2011].

Baker, M.J. & Saren, M. 2010 Marketing Theory: A Student Text. Thousand Oaks, CA: SAGE Publications.

Brodie, R.J., Glynn, M.S., & Little, V. 2006 The service brand and the service-dominant logic: Missing fundamental premise or the need for stronger theory? Volume 6(3), pp. 363 -- 379. SAGE Publications. DOI:10.1177/1470593106066797.

Chesbrough, H. 2011 Open Services Innovation: Rethinking Your Business to Grow and Compete in a New Era. San Francisco, CA: John Wiley & Sons

Clifton, R. Ahmad, S. Allen, T. Anholt, S., Barwise, P. Blackett, T. Bowker, D., Chajet, J., Doane, D. Ellwood, I., Feldwick, P., Frampton, J., Gibbons, G., Hobsbawm, A., Lindemann, J., Poulter, A., Raison, M., Simmons, J., & Smith, S. 2009 Brands and Branding. The Economist. pp. 217-233. online]

[Accessed 28 November 2011].

Cova, B. And Dalli, D. 2009 Working consumers: The next step in marketing theory? SAGE. Volume 93: pp. 315-339. DOI: 10.1177/1470593109338144.

de Chernatony, L., McDonald, M., Wallace, E. 2010. Creating Powerful Brands. Burlington, MA: Routledge.

DePoy, E. & Gilson, S.F. 2010 Studying Disability: Multiple Theories and Responses. Thousand Oaks, CA: SAGE.

Gummesson, E., Lusch, R.F., and Vargo, S.L. 2010 Transitioning from service management to service-dominant logic. Observations and recommendations.

International Journal of Quality and Service Sciences. Vol. 2 No. 1, pp. 8-22.

DOI: 10.1108/17566691011026577.

Haig, M. 2011. Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time. Philadelpia PA: Kogan Page Publishers.

Hampf, A. & Lindberg-Repo, K., 2011 Branding: The Past, Present, and Future:

A Study of the Evolution and Future of Branding. Hanken School of Economics and Anders Hampf & Kirsti Lindberg-Repo [online]
/10138/26578/556_978-952-232-134-3.pdf?sequence=1> [Accessed 14 November 2011].

Hanna, S. & Rowle, J. 2008 An analysis of terminology use in place branding

Place Branding and Public Diplomacy, 4, pp. 61 -- 75. doi:10.1057/palgrave.pb.6000084. [online] [Accessed 14 November 2011].

Hazen, D.C. 2011 Lost in the cloud: Research library collectionsand community in the digital age. Library Resources & Technical Services, 55(4): pp.195-204. [online]

[Accessed 28 November 2011].

Heding R., Knudtzen, C.F., & Bjerre, M. 2009. Brand management: Research, theory and practice. New York, NY: Taylor & Francis U.S..

Holt, D.B. 2002, June Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. The Journal of Consumer Research, Vol. 29, No. 1, pp. 70-90. The University of Chicago Press Stable. [online]

[Accessed 14 November 2011].

Hunt, S.D. 2010 Marketing theory: foundations, controversy, strategy, resource-advantage theory. Armonk, NY: M.E. Sharpe Inc.

Ketchen Jr., D.J. & Hult, G.T.M. 2011 Marketing and organization theory: Opportunities for synergy. Journal of the Academy of Marketing Science. 39, pp. 481-483. DOI: 0.1007/s11747-011-0259-0

Krishnamurthy, S. And Kucu, S.U. 2009. Anti-branding on the internet. Journal of Business Research 62. 1119 -- 1126. [online]

[Accessed 8 November 2011].

Lusch, R.F. 2011 "Reframing Supply-Chain Management: A Service-Dominant Logic Perspective." Journal of Supply Chain Management 47 (1), 14-18

Lusch, R.F., & Webster Jr., F.E. 2011 "A Stakeholder-Unifying, Cocreation Philosophy of Marketing" Journal of Macromarketing 31 (2), 129-134

Maclaran, P. Stern, B., Tadajewski, M. & Saren, M. 2009 The SAGE handbook of marketing theory. Thousand Oaks, CA: SAGE Publications.

Merz, M.A., He, Y., & Vargo, S.L. 2009. The evolving brand logic: a service-dominant logic perspective. Academy of Marketing Science. doi: 10.1007/s11747-009-0143-3.

Pike, S.D. 2010 Destination branding -- tracking brand equity for an emerging destination between 2003 and 2007. Journal of Hospitality & Tourism Research, 34(1), pp. 124-139. . [online] [Accessed 20 November 2011].

Schau, H.J., Muniz Jr., A.M. & Arnould, E.J. 2009, September. How brand community practices create value. American Marketing Association. Journal of Marketing. Vol. 73-30 -- 51. [online] [Accessed 8 November 2011].

Sharpe, P.J. 2005. How to prepare for the TOEFL iBT. Hauppague, NY: Barron's Educational Series.

Spence, M. & Hlatshwayo, S. 2011 March The Evolving Structure of the American

Economy and the Employment Challenge. Council on Foreign Relations, [online]
WorkingPaper13_USEconomy.pdf> [Accessed 8 November 2011].

McDowell, W. & Batten, A. 2005 Branding TV: Principles and practices. Burlington, MA: Elsevier.

Merz, M.A., He, Y. & Vargo, S.L. 2009 The evolving brand logic: A service-dominant logic perspective. Journal of the Academy of Marketing Science. DOI: 10.1007/s11747-009-0143-3.

Vargo, S.L. & Lusch, R.F. 2006 "Service-dominant Logic: What it Is, What it Is not,

What it Might Be," in R.F. Lusch and S.L. Vargo (eds) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, pp. 43 -- 56. Armonk, NY and London: M.

E. Sharpe.

Warnaby, G. 2009 Towards a service-dominant place marketing logic.SAGE. Volume 94: 403 -- 423. doi:10.1177/1470593109346898.

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Title: BRAND STRATEGY A soft drink manufacturer creating a brand a energy drink Write a report benefits developing a brand strategy Focusing communication theory itt a critical analysis branding concepts processes communication strategies successfully brand drink

  • Total Pages: 4
  • Words: 1182
  • Works Cited:8
  • Citation Style: APA
  • Document Type: Research Paper
Essay Instructions: BRAND STRATEGY
A soft drink manufacturer is considering creating a brand for a new energy drink. Write a report on the benefits of developing a brand strategy. Focusing on communication theory itt should be a critical analysis of branding concepts and processes and communication strategies to successfully brand the new drink. Alos include a SWOT analysis.
Drink name....stimUL8

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Works Cited:

Reference list:

1. Williams, J. (2011). The Basics of Branding. Entrepreneur. Retrieved September 23, 2011 from

2. Advantages of Brands (2011). KnowThis. Retrieved September 24, 2011 from

3. The Principles of Marketing (2010). Branding Strategy Insider. Retrieved September 24, 2011 from

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Title: Brand analysis

  • Total Pages: 5
  • Words: 1413
  • Bibliography:0
  • Citation Style: APA
  • Document Type: Essay
Essay Instructions: Brand analysis of arm & hammer baking soda

History of the Brand - when was the brand established, how does the brand fit with the rest of the company, where is the product or products in the product life cycle, has the brand changed over time, have there been additions to the product line under this brand name, why, characterize the brand.

Marketplace/Competitive analysis - is this brand the market leader, if not, which brand or brands hold the leadership position. Why is this so? Is the market fragmented, in what ways do the brands compete. How has the company that makes your brand reacted to competitive threats, are there any threats looming, which market segments or segment does the brand target, why, has this changed over time, why/why not
How big is the marketplace in dollars, how has it grown or changed over time

Brand Equity - What accounts for customer relationships with the brand, is there brand loyalty? Why has it endured? If it is the market leader, why is it the leader? If you had to predict what will happen to the brand in the next five years, what would you say.

Be sure to include title page and bibliography/works cited page

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Church & Dwight. (2004, July 1). Household & Personal Products Industry. Retrieved 15 May 2005 from

Church & Dwight reports third quarter results; GAAP earnings per share increased 35% on strong sales growth. (2004, November 9). Business Wire. Retrieved 15 May 2005 from

Graff, G. (2002, June 6) Producers see healthy growth. Purchasing. Retrierved 15 May 2005 from

Sodium bicarbonate. Retrieved 15 May 2005 from

Weisz, P. (1994, May 9). Packaged-goods marketers learning to take a powder. Brandweek. Retrieved 15 May 2005 from

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Title: Brand Comparison

  • Total Pages: 6
  • Words: 2124
  • Sources:4
  • Citation Style: None
  • Document Type: Research Paper
Essay Instructions: Brand comparison paper will consist of comparing two brands by same parent company. My choice of parent company is L'oreal that compares Maybelline and Lancome.
The paper needs to compare:
Target marketing strategy for both brands
Segmentation by demographics regards to age, gender, family life cycle, social class, ethnicity, and place of residence, psychographics, behavior, everything that applies.
Targeting method applied to both brands

Paper needs to be 7 pages of content excluding title page, reference etc.

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"Lancome, Paris Selects Avenue A/NYC as Its Digital Marketing Agency; The Cosmetic Giant Partners With Avenue A to Increase Its Online Presence and Customer-Base." Business Wire. Business Wire. 2001. Retrieved September 7, 2010 from HighBeam Research:

"L'Oreal Sets Green Goals and Promotes an Eco-Responsible Business Model." U.S. Newswire. U.S. Newswire. 2009. Retrieved September 8, 2010 from HighBeam Research:

"L'Oreal Celebrates 100 Years of Beauty With Volunteer Day in New York City." U.S. Newswire. U.S. Newswire. 2009. Retrieved September 7, 2010 from HighBeam Research:

"Maybelline targets black arena. (Shades of You cosmetics line for black women)." Chain Drug Review. Racher Press, Inc. 1991. Retrieved September 9, 2010 from HighBeam Research:

Alexa. (2010). Retrieved from

CRS Wire (2009). L'Oreal Sets Green Goals and Promotes an Eco-Responsible Business Model. Retrieved from

Dossin, Jacques-Frank. "Stock watch: analysts from Goldman Sachs recently met with retailers, brand owners and industry experts in France. What they heard does not make encouraging reading." Cosmetics International. Communications International Group. 2004. Retrieved September 8, 2010 from HighBeam Research:

Lancome History. (2010). Retrieved from

Marketing Planet. (n.d.). Distribution channels performance and brand channels. Retrieved from

SEPHORA. (2010). Retrieved from

Tode, Chantal. "THE MASS PRICE HIKE; CUSTOMERS ARE FINDING DEPARTMENT STORE QUALITY IN DRUG STORE AISLES.(Brief Article)(Statistical Data Included)." WWD. Conde Nast Publications, Inc. 2000. HighBeam Research. 7 Sep. 2010 .

Wood, Dana. "Maybelline: closing in on the competition. (Cosmetics supplement) (company profile)." WWD. Conde Nast Publications, Inc. 1989. HighBeam Research. 09 Sep. 2010 .

Reference is already given at the start of the paragraph "business wire 2001.


Referenced at the start of the section referenced

referenced referenced referenced personal estimation in response to the average income for Maybelline

referenced referenced



Alexa the same as the start of the paragraph

Rancher Press 1991 at the end of the paragraph.


Referenced tode 2010 at the end of the paragraph added reference again at the start of the paragraph

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