Essay --

I do not agree with the theorem that the successful brands are build on the successful products. It has been deliberate that the successful brands are built on the beliefs and not on the products. The most of the individuals don’t contemplate about underpinning the brand they develop but they necessitate offering a good product and earn a good income through selling it in the marketplace. Moreover, the thing on which most of the successful small businesses operate is the good and solid foundation of shared values and beliefs. These values go more than the attributes of the product. By communicating these attitudes and values, the company put itself on the successful way of transacting business and it helps in finding out the company’s real worth and value. The research has found that all the great companies have a common ideology of â€Å"fundamental values and a sense of persistence beyond just creating cash†. This inspires the people throughout the organization. (Vrontis, 1998) The successful brand is fundamental to a number of the factors. According to a bedrock idea or principle, every turn supports a product or a company and such a platform is known as positioning. A brand has no attraction without the element of positioning. The brand which has some sort of uniqueness and reliability, it will get the distinct advantage and attention of the people in the market. The successful brand is the result of three characteristics which are to be different, to be focused and to be relevant. The determinants of successful brands are discussed below: TO BE DIFFERENT Companies can build a strong brand by sticking out from the competition. Putting itself in the background noise is the great loss for the business. TO BE FOCUSED Being focused... ...he customers regarding the New Coke. The company returned to the old Coke following the great level of allegations from the customers. (Nicholas, 2013) WHY DO THE COMPANIES PREFER BRANDING Most of the companies rely heavily on the branding for the reason that the customers are often seen committed with brands and make repeat purchases. It is the nature of the loyal customers and even all the human beings that they do not leave the product, which facilitates them in some way better than any other product regardless of price. Nowadays, the companies are trying to cultivate the loyal customers by treating them in different way such as rewarding them and offering incentives. In this way, the companies get â€Å"the free word of mouth† marketing by making the people pleased to talk about the product positively in front of their friends and relatives. (Brand Loyalty, 2011)