Is Brand Development Affected by Internet?

Is Brand Development Affected by Internet?

Brands in the marketing world are identifying marks placed on products that are manufactured by a particular company under a particular name. They seek to establish a sense of familiarity with the viewer, develop relationships between consumers and companies and reinforce advertisement campaigns. For example, you are more likely to hear someone ask for a Band-Aid® rather than an adhesive bandage. Band-Aids® are the same as any other adhesive bandage but because of the brand name and advertisements, the consumers view them as trusted solutions to protecting open cuts and scrapes from infections. The brand name sets the product apart from the rest of the products with the same functions on the shelf.

There have always been two outlets for advertising to the general public, print media and electronic media. In today's globalized society, as technological trends advance so does the power of electronic media. What does this mean for brands? Can the product still become a household name if the company advertises solely on television, radio, and posters around town? Or should the company take advantage of the always-expanding possibilities of the World Wide Web to market its ideas and business ventures? This paper will review the history of Internet marketing and the traditional process of creating a brand for a company or product. It will also examine how new trends in electronic media have to be taken into account when creating a brand --- answering the overall question, is brand development affected by the Internet?

The information gathered for this research paper was analyzed and evaluated by three criteria: the source's reliability, validity and its appropriateness to the research. Testing a source's reliability, validity and appropriateness is necessary to build a supporting argument to determine whether or not the Internet is affecting brand management.

According to Bloise (2010) branding came in handy when "Being heard amid the roar of your competitor's voices is a daunting task in today's crowded marketplace." Brands in the marketing world are identifying marks placed on products that are manufactured by a particular company under a particular name. The question is how do brands get placed on products and why should companies consider developing them? Bloise web article, Successful Brand Development, helped to answer that question. Bloise's article provided a quality and valid source of information in regards to product branding. The article covered everything from what a brand is to how it gets developed and, specifically, why successful branding is important today (Bloise, 2010 para. 3). The author John D. Bloise speaks from his experiences as the president and CEO of Digital Architectures, Inc. The information gained from this source is appropriate because