Global Business Management (2019): Amazon Branding Strategies Report

This report analyzes the branding strategies of Amazon, a leading international online business. It begins with an introduction to branding concepts, including brand identity, strategy, positioning, image, loyalty, and awareness. The report then discusses the benefits and drawbacks of branding, with specific examples from Amazon's practices. It reviews Amazon's organizational structure and evaluates various branding tactics employed to improve customer loyalty, such as customer reviews, price adjustments, and the Amazon Prime membership program. The report concludes with recommendations to enhance Amazon's branding efforts, including increasing brand awareness, expanding advertising, and strategically differentiating the business. Relevant references are also provided, supporting the analysis of Amazon's branding approaches and their effectiveness in the competitive e-commerce market.