In the discussion we explored how e-commerce can build customer relationships. For this assignment, we will focus on building a loyal customer base and a product identity. This is also known as branding. Branding is the use of a name, symbol or design to give a product a unique identity. The “Golden Arches” of McDonald’s or the “Leaper” on a Jaguar are great examples of branding by symbols.
Branding can lead to enhanced customer relationships because the customer can easily identify with a product. The brand might have a “status” associated with it, such as Ralph Lauren and having a polo pony on your shirt. Customers view a brand as an essential element of a product and branding can add value to a product. Customers attach meaning to brands and develop brand relationships.
For this assignment you will need to describe how you would build a brand and enhance customer relations. For your plan, you will need to include the following:
Discuss the brand image you want to convey and why
Describe how your audience would identify with your product through branding
Discuss how you would enhance customer relations and what tools you would use
Below are guidelines for writing your paper:
Your paper should be at least 2 pages long and include at least 2 scholarly references from the Rasmussen Online Library. Scholarly sources include academic or peer-reviewed journal articles.
Integrate your own thoughts and ideas and connect them with research support using citations from scholarly references. Demonstrate your integration of research by including APA formatted in-text citations at key points throughout your paper.
Include an APA formatted title page and reference page.
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