Amazon Brand Equity: Strengths, Threats, and Recommendations

AMAZON.COM
Marketing
Brand Management

Executive Summary
There are several brands that are coexisting in this massively competitive scenario that we are
living in. Every brand has several attributes that defines the brand. This helps brands create a
unique position in the minds of its customers. Brand equity for any brand refers to the ability of
the brand to ensure that its customers remember the brand and buy the products of the brand
owing to their trust on the brand name.
Amazon is one such organization that has been leading the ecommerce industry since its
establishment. Amazon is renowned for the vast variety of products that it sells and the massive
umbrella of products and other brands that lie within. This report reflects upon the strength of
Amazon as a brand and the ability of the brand to retain in customers and consistently work
towards building their trust. The report also highlights upon two essential brand elements, Brand
image and Brand awareness and how Amazon has leveraged both to gain customers across the
world.
With the changing landscape and increasing competition within every industry, the report also
talks about several threats to Amazon’s brand equity and the steps that the brand can take in
order to tackle the same in an effective manner.

Contents
Executive Summary.........................................................................................................................2
Introduction to Amazon...................................................................................................................3
Amazon Brand Portfolio..................................................................................................................3
Brand Elements Used By Amazon..................................................................................................5
Evaluation of Marketing Mix..........................................................................................................7
Target market- Amazon...................................................................................................................8
Sources of Brand Equity..................................................................................................................9
Brand Awareness.........................................................................................................................9
Brand image.................................................................................................................................9
Threats to Amazon Brand Equity....................................................................................................9
Recommendation for Amazon.......................................................................................................10
Brand Attributes.............................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Introduction to Amazon
Amazon.com was incorporated in the year 1996 as an online bookseller, ever since the company
has grown by leaps and bounds to become one of the largest companies in the world. The Seattle
based Technology Company operates through three segments namely: North America,
International & Amazon Web Services. Amazon works on a Marketplace business model, which
implies that the company does not own any product, and just charges a commission from the
sellers registered on its platform. Amazon at present has offices in more than 16 Countries and
ships products across more than One Hundred Countries. The company in the last year entered
the much anticipated and talked about $ 1 Trillion Club, and all this success in just a short span
of time lies strongly on the strong brand values of the company and the vision of its Founder and
CEO Jeff Bezos.
Millions of people across the world shop on Amazon every single day, and the company through
its Amazon Web Services ensures that the data of all its customers is safe and protected with
them. AWS which is a subsidiary of Amazon.com is one of the world’s largest clouds computing
company, which besides keeping all the data and transactions secure for the company, also
provides cloud computing platform to individuals, companies, governments and many more. All
the innovation at Amazon is reflected when it comes to talking about the numbers, the company
showed a jump of 20% from the year 2017 to earn US $ 141.92 Billion in revenues.
Within the purview of the assignment and through the study of Brand portfolio, brand attributes
& brand elements of Amazon we will critique the management of the brand. On the basis of
which certain recommendation will be suggested to improve its brand equity. The assignment
will also apply Branding theory and model to understand Amazon brand in detail and provide
comprehensiveness to the report.
Amazon Brand Portfolio
Brand Portfolio in the simplest of terms refers to an Umbrella under which all other brand or
brand lines of a firm operates in order to serve different needs of the market (Pappu &
Christodoulides, 2017). As mentioned in the Introduction, Amazon.com is one of the biggest e-
commerce companies in the world, which has even challenged the world’s largest retailer