Factors determining the success or the failure of a particular brand

Running head: BRAND MANAGEMENT
Brand Management
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1BRAND MANAGEMENT
Executive Summary
This report intends to discuss about the concept of brand image and the various factors that
determine the success or the failure of a particular brand. In the contemporary business world
the entity of brand image has gained a significant amount of importance and the success or
the failure of a particular organization depends to a large extent on the brand image which it
has. Thus, the diverse organizations are taking the help of various brand managers to
effectively develop the brand image of their organization. The report begins with a general
introduction of the concept of concept of brand image and the manner in which it could be
effectively managed by a particular organization or the brand managers. The report also
discusses about the various factors like brand communication, brand identity, target customer
base, conceptual positioning, brand elements and others on which the brand image of an
organization or a product depends and which the brand managers needs to take into effective
for the success of a particular brand.

2BRAND MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Brand image and its management..............................................................................................3
Factors determining the success or the failure of a particular brand..........................................5
Ineffective visual and conceptual positioning........................................................................5
Authenticity............................................................................................................................6
Brand Identity.........................................................................................................................6
Brand Communications..........................................................................................................7
Target Customer Base............................................................................................................8
Irrelevant brand elements.......................................................................................................9
Recommendations......................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................11

3BRAND MANAGEMENT
Introduction
The business world of the present times is a diversified one and at the same time the
choices that are available to the customers have also increased in a significant manner over
the years (Zhang, 2015). This can be seen as the end results of the extensive use of the
strategies of globalization, product adaptation, product standardization and others (Zhang,
2015). The increasing choices which are available to the customers means that they have a
wide range of products or services available to them from which they can select the ones
which fulfill their demands or expectations in the best possible manner (Rosenbaum-Elliott,
Percy & Pervan, 2015). It is here that the concept of brand or market of the organizations
comes into play since the recent business trend shows the fact that because of the almost
similar nature of products offered by the diverse business enterprises the focus of the
customers have shifted more towards the entity of brand image (Rosenbaum-Elliott, Percy &
Pervan, 2015). This report will discuss about the concept of brand management and also the
factors which determine the success or the failure of a particular brand.
Brand image and its management
The concept of brand or market image broadly described refers to the image or the
value that a particular organization or the products or the services offered by a particular
organization has in the business market or among the diverse customers (Kim, Choe &
Petrick, 2018). The focus of the present day customers have shifted from the quality as well
as the price of the products or the services that they opt from the diverse business enterprises
to the entity of the brand or the image of the concerned enterprise (Dall’Olmo Riley, Hand &
Guido, 2014). This can be seen as the result of the increasing number of choices that are
available to the customers or the fact that the bargaining power of the customers have
increased in a substantial manner in the present manner because of the emergence of the