Marketing Report: Analyzing Amazon's Brand Idea and Strategies

This report provides an overview of Amazon, a multinational technology company involved in e-commerce, digital streaming, and artificial intelligence. It focuses on Amazon's brand idea and how it has evolved the online shopping experience. The report defines brand idea and explains how Amazon's brand image has provided the company with a clear identity. It explores the concept behind the brand idea, emphasizing its role in increasing value, quality, credibility, and trust for customers. The report discusses Amazon's competitive strategy, highlighting its focus on brand image to compete effectively in the e-commerce market. It examines how Amazon brings its brand idea to life through strong brand recognition, visual components, and communication, ultimately aiming to create a seamless shopping experience and build a loyal customer base. The report concludes that considering a strong brand idea is crucial for product visibility and customer retention.

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Marketing

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Introduction
The report provides an overview about Amazon hat is an American technology based
multinational company dealing with more than 750,000 employees. The company majorly
involves e-commerce business, digital streaming as well as artificial intelligence. The
company is popular for its commotion of entrenched industries through technological
innovation as well as mass scale (Stone, 2013). The report shows that Amazon does have a
brand idea as it has evolved online shopping experience of customers. The report shows how
brand idea behind Amazon has provided the company with a clear image.
Concept behind the brand idea
According to Ritala, Golnam & Wegmann (2014), brand idea is defined as a thought that is
detained in a meaningful way thus expressing the core of a brand. In other words, it describes
the brand thus behaving like a core driving idea. Amazon has a brand idea as it has altered the
online shopping experience of the individuals. In other words, before the introduction of the
internet, shopping was regarded more of a personal experience. According to Daly &
Nataraajan (2015), initially online shopping was regarded as a boon for customers but
Amazon sellers experienced completely diverse things. Amazon deals with multiple products
that are available across an overabundance of categories. The principle behind the brand has
been to increase value, quality, credibility, trust as well as experience of customers. There are
several individuals who prefer to select a trustworthy brand rather than a low-priced
commodity.
Brand Idea
It has been stated that performing business in Amazon is regarded as a popular hustle that
involves competition among multiple companies in a packed out market. According to Slater
(2015), the brand idea behind Amazon is to compete with multimillion-dollar ecommerce
kingdoms and put together a successful business. Amazon believes in brand image as for
them selling without branding is only competing on price. This results in forced competition
with popular brands that declines the overall profit. As the company has been able to initiate
a proper brand idea, they are able to able to sell credible as well as authentic products to their
customers not considering price. The consideration of brand idea is imperative as it is
imperative to make sure that the products are not lost in the crowd. In other words, there are

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multiple aspects that is required to be considered such as competitive prices, quality product,
competent service as well as prompt delivery times.
The brand idea of Amazon has been related with Design for all concepts. In other words, the
brand has been created to initiate an appeal to the customer base. This in turn reflects on their
commodities that are sold as well as the images. The company has as a result created Amazon
Enhanced Brand Content that makes it easier to comprehend the notion behind creating the
brand idea. In most cases, customers purchase products by viewing the logo. In other words,
they mostly feel positive as well as happy by viewing their favourite logo. A brand image is
known to initiate a higher retention rate for customers. Amazon aims to sell multiple
commodities under brand name in order to develop their customer base. Taplin (2017)
propounded that most individuals shops on Amazon as the company promises a faultless
shopping experience. The major advantage of having a brand idea is that it does not involve
any middleman. As a result, it becomes easier to lure more customers by lowering the overall
price.
Brand brings that brand idea to life
The brand brings the brand idea to life by creating strong brand recognition for the company.
In other words, it provides a memorable custom logo design as well as catchy business name
thus providing a strong brand identity. In terms of action, a company with a strong brand idea
initiates disparate visual components thus unifying them into a complementary system. In
terms of communication it helps to shape the ability to converse regarding the brand with the
individuals shopping online. In other words, a strong brand communication helps to display
what is performed by a company and the way it is carried out. It requires to be kept in mind
that branding is not only about tangible aspects that involve name as well as logo of a
company. As a result, personal branding has turned out to be popular among influencers.
Conclusion
It could be concluded that consideration of brand idea is imperative as it is imperative to
make sure that the products are not lost in the crowd.

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References
Daly, T. M., & Nataraajan, R. (2015). Swapping bricks for clicks: Crowdsourcing
longitudinal data on Amazon Turk. Journal of Business Research, 68(12), 2603-2609.
Ritala, P., Golnam, A., & Wegmann, A. (2014). Coopetition-based business models: The case
of Amazon. com. Industrial Marketing Management, 43(2), 236-249.
Slater, C. (2015). Visions of the Amazon: What has shifted, what persists, and why this
matters. Latin American Research Review, 3-23.
Stone, B. (2013). The everything store: Jeff Bezos and the age of Amazon. Random House.
Taplin, J. (2017). Move fast and break things: How Facebook, Google, and Amazon have
cornered culture and what it means for all of us. Pan Macmillan.