Monthly Archives: November 2013

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.