THE trading MIX: goods AND BRANDING STRATEGIES

The trading blend: Products and Branding Strategies

The Marketing Mix: Products and Branding Strategies

Everyone in this life is looking to find “something” or “someone” to believe in or be a part of to find some deeper meaning. More often than not, we gravitate towards organizations or companies that espouse some beliefs and aspirations to meet our own personal needs.

For example, Whole Food's grocery store offers a unique grocery experience by offering only organic foods. People would rather eat organic food than foods with pesticides or that have been hormonally induced. (Oberleitner 2007)Whole Food's customers are passionate about it and will not shop anywhere else because Whole Food's offers a promise and value that its customers believe in.

In Disney's case, the company offers “fun, family entertainment” that is a safe form of entertainment for all ages. If a family was to buy a Disney book or movie that did not reflect the values of its brand, then Disney would lose all credibility with its customers. Disney has been around for more than a half-century building its brand promise on values and entertainment that parents would like for their children to adopt and enjoy. (Hair 2008) For example, if Disney were to start promoting violence and sex in its books, movies and theme parks it would be out of character for Disney's brand promise. Disney would quickly lose its customer base and its identity of offering clean entertainment would be all but gone.

While some buyers may outlook emblems like Disney, which is applied from topic reserves to credit cards, as a ploy for world domination, most investors and enterprises will acquiesce that attaching a parent brand to a new enterprise outside the parent's centre know-how is simply a development scheme for the reason of ...