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Brand Management

In: Business and Management

Submitted By AriessaWang
Words 1232
Pages 5
BRAND MANAGEMENT PART
<CONTENTS>
Ⅰ. ORIGIN OF THE NAME
Ⅱ. BRAND PERSONALITY
Ⅲ. BRAND IDENTITY
Ⅳ. BRAND POSITIONING
Ⅴ. BRAND STRATEGIES
Ⅵ. BRAND ELEMENTS

1. Origin of the name
Brand with good elements are constructed favorable in consumers’ minds. It is applicable, has distinct and specific meanings, thus memorable and easy to be acknowledged next time it is viewed.
To increase awareness of the brand, founder, Jeffrey P. Bezos conducted several attempts naming the company. He initially named “Cadabra Inc” in 1995 when he realized that it can be misconceived as “Cadaver” which literally means dead body. The “Amazon” was soon adopted due to the fact that it is the largest river in the world. He saw the big potential for a larger volume of sale. In addition, letter “A” in Amazon could make it available for viewers to easily notice in alphabetical list.
Following image is the logo of the company. Orange arrow from A to Z represents it can distribute every product in the alphabet online. Arrow itself also indicates a smile, which in turn refers to customer satisfaction as well as pleasure after the complete purchasing process.

<Fig.1 logo of Amazon>

These are some of the features found within the logo and how it is used in the final packaging. * Slogan: Image above is not frequently used or viewed as much as logo of amazon.com standing by itself. However slogan is the most powerful tool to explain the company in a short word, such as Wal-mart’s “Save money, Live better” efficiently demonstrates that it is based upon low price, enabling customer to save financially.
Then what is demonstrated by Amazon’s slogan? “…and you’re done” indicates the characteristic of B2C (Business to consumer) companies-or online retailing companies, more specifically speaking. Key functional benefit like, add to cart or one-click-ordering, represents...

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