What Is a Brand? the Importance of Brand; Brand Loyalty and Brand Equity Discuss.

Essay Outline

What is a brand? The importance of brand; brand loyalty and brand equity Discuss.

I. Introduction

A. Background to a social phenomenon is that every product has its own brand and people pay more attention to brand.

B. The definition of brand. (Heding, T. & Knudtzen, C. F. & Bjerre, M. 2009.p9)

C. Thesis statement: brand plays an essential role in companies and society.

Scope: This essay will present the definations of brand, brand equity and brand loyalty. Moreover, there will be the explanations of the relationship between brand euity and brand loyalty. This essay will also give suggestions for the building of a brand.

II. Importance of brand

Topic sentence:

People live in a world which is enveloped by all kinds of brands and brands are not the same as before.

A. Brands are in every sector.

B. Competitors make brands more constantly developing.

1. Becoming more specific and in varied forms.

2. More and more brands have stories in it.

C. Brands has much more impacts on public and society than before. (Heding, T. & Knudtzen, C. F. & Bjerre, M. 2009.p9 & Fiorini, M. & Titterton, G. 2009 p15,16)

1. There are specific stories in brands which can be told to people and influence people's thinking.

2. Brand stories are related to the contemporary culture.

III. Brand equity and loyalty

Brand equity and brand loyalty are essential elements for brands.

A. Definition of brand equity and loyalty. (Heding, T. & Knudtzen, C. F. & Bjerre, M. 2009 p13 & Kakati, R. P, & Choudhury, S. 2013.)

B. Elements of brand equity. (Hassan, S. & Jonhasson, J.