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I have read an article online named “The ABCs of Branding: RCD”, which discusses about the basic building blocks of branding effort. RCD stands for Relevance, Credibility, and Differentiation.

Brand relevance refers to specialization and niche market. The author emphasized the importance of “relevant to few, but highly valued.” Many companies think that targeting a large amount of customer means earning a lot of profit. However, the business may profit within a short period, it is difficult maintain relevance among prospects who matter most. Furthermore, relevance is a moving target. The writer uses blackberry case to talk about that the company should innovate quickly to catch up with the technological advance in this competitive world.

Credibility of branding is about promise kept, which plays a key role to built trust and loyalty. Setting a realistic expectation requires a fully understanding of the company by the decision maker, so credibility begins with knowing the company, and the brand well. Most advertisement in the market is based on wishful thinking, which might harms the credibility of the company.

Differentiations can produce dramatic business gains in these main areas: product/service differentiation, operational differentiation, business mode differentiation, and marketing differentiation. In crowded market today, to make your brand and your product attractive, you should not only do things well, but also make things different to meet consumers’ demand.

Branding is not just making your brand known but also valued.

We have our video done today and our team work together very well. We chose Coca-Cola as our company to work on and we got good marks on both assignment 1 and assignment 2. In the first and the second assignments, we did not start as early as possible so we got our final work done one or two days before the deadline. At the third time, we started our meetings and brainstorming so early that we got lots of time to discuss and come up with a great idea. Everyone is friendly, easygoing and creative which makes me learn a lot from our work. We not only work hard on our own part very well each time, but also provide useful comments and ideas on others’ part.  For example, we discuss the scripts for our video and we are not just working on our own character, which makes me really feel like staying with a team.

As a team, helping each other and understanding each other play an important role. In our third assignment, I was assigned a role that has to read a lot scripts. But my English speaking is not so fluent enough which might influence our team’s performance. When I communicated with Alex and told her what I thought, she was willing to switch her role with me. I really appreciate her help and her great performance.

It’s been great working with all our teammates.

Walt Disney is one of the most recognizable corporations in the world. This brand uses a strategy of appealing to customer’s emotions, which is good for building a lifetime relationship with its customers.

As Sindi said, the use of authority principle could be found in most Disney’s ads and commercials. Not only those famous celebrities catch consumers’ eyes, but also the feeling of love are really have appeal to make audience want to experience the love theme with others they love.

Disney uses different well-known stories and cartoons in their ads or performance to reach audience. We are touched because we feel the importance of love and family and friends from those shows or commercials provided by Disney. And it makes us believe that we can spend a day without works and worries in this theme park to enjoy the times with our families and friends.

Walt Disney is family-targeted, which is a smart strategy. The surface of Disney’s commercials is attracted by children because they like those characters and fairy tale. The emotional part of the commercials is understood by adults because they lack of time with their families. The park is designed to meet the whole family’s demand to make them enjoy. The theme love is what Disney wants to make consumers feel, and this emotion is exactly what individuals need today.

The Walt Disney brand is about family fun that offers a whole world of excitement and activities, a place where families can go on holiday in a fantasy city and enjoy time together. This is what the Disneyland theme parks were built on and what has made them such a success today.

Nowadays, it is more popular that the successful entrepreneurs are invited to hold a lecture sharing experience in universities and high schools. This is a good way for students to learn more from the society; meanwhile, it is a great chance to promote the company by spreading the enterprise cultures.

Indra K. Nooyi, World’s most powerful woman in business, the chairman and executive officer of PepsiCo gave a speech in School of Economics and Management, Tsinghua University. She introduced the 5Cs principle to the students who is entering the market: Curiosity, Creativity, Citizenship, Courage, and Communication.

In my opinion, this 5Cs principle is helpful and practical in marketing. Curiosity plays an important role in a company, regardless of position, from junior to supervisor. As a member in the company, being curious about things related to your work has to do with learning deeply and understanding clearly. Although it takes you a period of time to figure it out, the progress beginning with asking questions will equip you and inspire you through your learning. Curiosity helps to get to the 2^nd C, Creativity very much. The consumers in the market change rapidly, therefore, the more creative and humanized, the easier to attract their eyes. Being creative is one of the most competitive advantages for the company. The 5^th C, communication is what I want to talk about because it is highly related to the success of the company. The internal communication, which is information flow between all company members, and the external communication, which includes connecting with customers and corporated partners are emphasized all the time. Operating a firm efficiently cannot be achieved without communicating well throughout the company. Then the good corporate image cannot be well known without promoting effectively.

Indra K. Nooyi’ s 5Cs principle is useful for people who is applying for a job and who is working in their positions because they are needed in our marketing.

With the rapid development of science and technology, Internet is becoming an indispensable tool in people’s life. People learn about what is happening around the world and understand market trends simultaneously by surfing the Internet. Therefore, many social network tools such as Weibo and Facebook play a key role in the market for both consumers and suppliers.

Recently in China, I found that there are more and more online stores own by young people, especially girls. They have their products’ photos taken, and then post them on his or her well-designed online homepage. To develop the promotions, the sellers set up an account on Weibo for the shop and follow many potential customers. Those online shop owners keep update the Weibo account by posting different kinds of goods and the link of homepage in order to attract more people. One of the most common ways for promoting is that sellers wrote a message on Weibo asking people to forward the ads. If people forward the ads, they will have a chance to win some prizes or discounts. For most people tweeting on Weibo, they get the chance for wining free goods just by forwarding ads, why not? For most advertisers, their ads are separated in a very short time, which helps them to increase sales. Plus, they just need to give some low-cost goods as prizes in return.

The simplicity and low cost are important advantages of this kind of advertising. Thousands of online shop sellers are using social network tools to promote their product because they saw the great result and good effect of it.

Additionally, conformity can be seen in these cases. When people see others forwarding the ads and saying that product is good, they are more willing to try the product.

Nowadays, there are lots of advertisements on television or on the street. We find ourselves surrounded by all kinds of advertisement everywhere and almost at any time. Some people argue that the advertising boots the sales of goods and it encourages people to buy products unnecessarily.  From my observation, many company produce advertisement with famous and popular actors or singers. People, especially youngsters, buy goods that their favorite singer advertises, although they do not really need the products.

A product may look gorgeous and good quality on the screen; therefore, people often buy goods without enough consideration. Furthermore, as many consumers buy a particular product due to its advertising campaign, the other people may be affected by the trend, even if the product is not the real needs for them.

Advertisement plays an important role in influencing consumers’’ behaviors. It is fairly difficult to say everyone is swayed by advertising and buy goods impulsively. However, advertisements do not reflect the real demand in the market due to irrational consumption behavior.

There are many different forms of advertising about the weight-loss products on the Internet. One kind of these advertising is comic strip. In most of the pictures, we can easily tell how bad your life is if you are not thin enough. For example, it is more difficult for a girl who doesn’t have a great figure to get into a second job interview than a girl who does. A fat lady gets hurt because her boyfriend broke up with her and falls in love with a thinner girl. A woman looks depressed because she is not slim enough to wear a nice dress.

The sellers draw the simple cartoon image in exaggerated ways. Although obesity is not good for our health, as far as I am concerned, it is not appropriate to convey a aesthetic value that the thinner the better. The exaggeration in the advertising makes many people feel uncomfortable and think they are not lucky and good enough just because they are not slim enough. Meanwhile, these online ads humorously describe the misfortune of the fat people which may makes them more negative to their lives. The manufactures of the diet pill emphasize the negative aspects about getting fat in order to attract consumers to buy their weight-loss pills. However, their exaggeration might be over and lead to an undesirable trend as well as spread a wrong standard of beauty.

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