Sample Thesis Paper
Branding dates back to as early as 5000BC (Timothy 2004; Reza and Manuchehr 1998). It attained its current form in 1870 with the passing of the US Federal Trademark Legislation (Xuan-Thao 2001; Timothy 2004). Averill Paints was the first to obtain a modern trademark under this legislation (Timothy 2004)The usual perception regarding the influences of branding on products with respect to the consumers is that branding allows consumers to identify and differentiate between products, making the purchasing process an easier and more comfortable process for the consumer altogether (Reza and Manuchehr 1998; Timothy 2004). In addition, over the years, an observation regarding this matter has come forth which reflects that the exercise of branding has caused the producers of their respective brands to work extensively on increasing the quality of their products in response to increasing competition in the market (Kumar 2008).On the seller’s side of the fence, branding plays an equally noteworthy role. It allows the seller to develop concrete marketing campaigns while giving the seller a channel to develop a share in the market under a unique identity (Gustafsson and Johnson 2000). Branding does not only serve to allow organizations to develop unique identities for their products, but also in the process, it allows manufacturers to exercise efficient product differentiation as well (Reza and Manuchehr 1998). By allowing the producer to carry out these tasks as a direct benefit of branding, it allows the producer to make the consumers less price sensitive since the consumers develop identification with the subject brand and eventually develop a loyalty to the brand (Lowenstein 1997). It is a widely acknowledged fact that the significance of branding to the financial value of the brand owners is monumental. For the same reason this issue has been elaborated upon at a later stage in this paper (Reichheld 2003).