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COMMODITY BRANDING

            
             Is Bisleri better than Bailey mineral water?.
             Is Surf better than Sunlight washing powder?.
             But a company's brand has the power to differentiate its products or services from those of its competitors - even when those products or services are exactly the same. And when 70% of the customers are willing to pay a premium for the branded commodities of their choice, a strong brand is a company's most valuable asset. A good example of the power of brands in today's world is Coca Cola. It is known as the world's most powerful brand and has been valued at 72 billion USD! .
             We use and choose these brands on a daily basis - because we use commodities on a daily basis. Yet, we are almost oblivious to them. For example, we get up in the morning and brush our teeth with some Colgate'. Men will shave with Gillette'. Next we have a bath with Head and Shoulders' and Lux'. Before we leave for work, there is just enough time for a cup of Nescafe'. Although these are just brand names, the commodities they represent are well known. Imagine what life would be like without these brands. .
             Infact, now a days, it seems like everything can be branded and commodities are no exception. Branding Commodities is a powerful resource that companies can use to rise above the crowd. This is true especially since commodities are usually low involvement products and we do not think about them that much. Branding helps make it appear to be high involvement, which in turn should lead to more sales for the producers and manufacturers of these commodities. .
             Branding is 100% human emotion and everything else is just dressed up as rationality to give people permission to act on their emotions. The degree to which the product offers utility to a potential customer is also very important. Commodities usually have a very high utility value. They therefore usually have an edge over every non-commodity products and services because they are more related to needs rather than wants.


Essays Related to COMMODITY BRANDING

1. Do Global Brands Work in business-to-Business Environment?

... modified the way organisational buying is conducted and suppliers are faced with increasing urgency to efficiently distinguish and communicate their offering in the local and global marketplace. Business-to-business branding is a potentially powerful means, although under-used, of contributing to successful differentiation of a product This assignment investigates the attributes a successful international brand and shows that the ... tool. It is not uncommon that a supplier is talked about by buyers as a brand. Pro-active firms promote their company as a brand, such as IBM, Intel, Hewlet...

  • Word Count: 2896
  • Approx Pages: 12
  • Has Bibliography
  • Grade Level: Undergraduate

2. A CRITICAL ANALYSIS OF THE BRAND MANAGEMENT OF THE TAJ GROUP

... the brand architecture is defined. On brand architecture are built brand strategy and brand expressions - how the company's products, services and communications demonstrate and articulate the essence of the brand. BRANDING (Model) Forming the base of the model are brand vision and mission. Vision encompasses the brand's core purpose - its reason for being, and its core values, which provide a ... desired target segment. The Taj Residency, Aurangabad, for example, positions itself as a business hotel but fits the design of a heritage property. An initial step towards the process of brandi...

  • Word Count: 5228
  • Approx Pages: 21
  • Grade Level: Undergraduate

3. Product Procedures and Introductions

... should evaluate all applicable threats, including those linked to privacy, information security and adherence to all the applicable guidelines. Besides the compliance considerations, different aspects of the proposed commodity may affect the organization profile (Hawkins,Turner & Hailstone 2008). For instance, a firm that aims at capturing the niche markets, provides only specialized or distinct ... about the product that is being introduced and how clients choose between products and what drives their actions. Moreover, the research can be essential in understanding how design, brandin...

  • Word Count: 9702
  • Approx Pages: 39
  • Grade Level: Undergraduate

4. Market Orientation

... appeared an important determinant of profitability. According to them the market growth was an important determinant of profitability for both types of businesses, but the relationships differ. In non-commodity businesses, short term market growth presented an opportunity to make profits, however commodities businesses, which are less adaptable in the short term, thus market growth, appears to ... reduce their profitability. But commodity businesses that had a high market orientation were able to create superior customer value with powerful wires which to effect a mutually profitably out...

  • Word Count: 2859
  • Approx Pages: 11
  • Has Bibliography

5. Existing State

... places the U.S. near the lowest tax rate among the 23 countries tracked for such statistics. On the other hand, Canada has among the highest tax rates for commodity and sales tax ranking third highest among the nations tracked and being 52% of the price of beer sales (Brewers of Canada, 2003). Additionally Ontario corporate tax ... beer are basically commodities; these commodities are largely undifferentiated, agricultural products. Therefore, the commodity suppliers gain little brand equity to justify premium pricing. Since beer manufacturers experience little to no switching costs in ...

  • Word Count: 12533
  • Approx Pages: 50
  • Grade Level: Undergraduate

6. Business Strategies of Walmart

... reason for employee turnover is low skilled, poorly paid jobs. Little Differentiation Walmart has no differentiation compared to its competitors, which might hurt the company in the future if commodity prices or average consumer income would increase. Negative Publicity The company has been criticized for its questionable practices such as bribery of authorities or poor work conditions. All this ... to close when Walmart opens in the area. All families that are involves in those retailers suffer from this actions, and the community is affected as a whole. 3. Rising commodity product pric...

  • Word Count: 5563
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7. Motor Sport and Brand Image

... Renault World Series which features racing cars in many different classes. Another important cause is the change in the profile of the car itself. Cars are becoming more and more a commodity in the current market. This means that car companies have to compete on price which in turn reduces, or in some instances takes it away completely, profits. Car racing at ... mind, however. Companies should also ensure they are spending their precious marketing budget on the right event. For example, in case of the research conducted by EMR, involvement in the branding of a music chart shows a 50% p...

  • Word Count: 9844
  • Approx Pages: 39

8. Eddie Bauer Advertising Campaign

... is not extensive; as it is limited to only a few print ads, direct catalog mailings, and internet advertising. Eddie Bauer also promotes their brand via co-branding. Ford Motor Company illustrates quality by co-branding its top of the line Sport Utility Vehicle as the "Eddie Bauer Edition."" While each of these channels can reach the masses and be a powerful form of ... of the most significant benefits of advertising on network television is the ability to reach large audiences of unduplicated viewers. Popular shows have greater reach and a large reach is a valuable commodity."" (http:w...

  • Word Count: 2949
  • Approx Pages: 12
  • Grade Level: High School

9. Starbucks Company Analysis

... They also can continue to expand in other retail stores, like they currently do in supermarkets and Target. Some of the threats facing Starbucks are competition and competition and high commodity cost. Competitors for coffee beverage sales are quick-service restaurants and specialty coffee shops (Starbucks, 2013) such as Tim Horton's, Dunkin Donuts, Biggby Coffee and Caribou Coffee. ... stake in the welfare of the organization. Consisting of customers, employees, stockholders, communities, governments and competitors. Starbucks customer base consists of current, future, and past customers...

  • Word Count: 4526
  • Approx Pages: 18
  • Has Bibliography
  • Grade Level: Undergraduate

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