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下面为大家整理一篇优秀的Report范文- Brands and Advertisements，供大家参考学习，这篇论文讨论了品牌和广告。众所周知，品牌与广告是有联系的。好的广告可以塑造一个良好的品牌，这将促进产品的需求。然而，不同的人对同一种品牌有不同的观点。有鉴于此，目标受众在品牌的指定中非常重要。好的品牌总是把目标受众的巨大需求考虑进去，目标受众的身份与品牌认同之间也存在一定的联系。

1.0 Executive Summary

This report tries to find out three brands and compares three brands in many aspects. It gives the discussion and analysis about the identity and the brands themselves simultaneously. As we all know, brands have connections with advertising. The good advertisements can shape a wonderful brand which will promote the demands of the productions. The functions of the brands and advertisements are obvious. Nonetheless, what is a good brand? Different people have different point of views about the same kind of brand. In view of this, the target audiences are very important in the designation of the brand. The good brands always take the great demands of the target audiences into the consideration. There are certain connections between target audiences’ identity and brand identity. Some companies put a lot of money into the brand. In this way, the advertising effectiveness can get in to success. In this report, the Pepsi, the Coca-Cola, and the Seven-Up are the target examples of the research. They are all the famous drinks in the world. In spite of that, their brands have many different characters. According to the specific analysis, the report finally provides the conclusion about the conditions of the good brands and how to make the good brands in the market.

2.0 Introduction

In this report, the author carefully selects three kinds of drinks as the targets of the research to illustrate the importance of the identity in the process of the advertising. In the real life, we can see that identity is very important in the process of the advertising. The corporate identity means the character which can be put in public. The good identity will bring the benefits to the investors and the companies. Good identity will leave customers a positive impression. Conversely, the poor identity will do harm to the productions. For this reason, many companies try their best to blind the good corporate identity for their productions. We know that there are many famous brands in the world, especially in the United States. Among these brands, they have many common factors in nature. Furthermore, there are also many differences among different brands. The brands of the Pepsi, the Coca-Cola and the Seven-up are very popular with American people. They all have the good corporate identities in the United States. Their advertisements are admired by many people in America. Moreover, they also have different designations of their productions and their strategies of advertising. Although they have changed the advertisements for several times, the main thinking and spirit of the brands and the value of the brands have not changed too much. People have the deep impression about their corporate identities. In the history of the advertisement, they have become the typical examples in their fields. So the author selects these three kinds of brands. After analysis the differences and characters of these three brands. The author will do the in-depth analysis about the identity and the brand in adverting. In fact, good brands never set the corporate identity aside. To some extent, they are a entirety. So the author will analyze the identity for the advertising effectiveness. Then the author will analyze the target audiences of the three brands. In this way, the author will find the relation between the target audiences and the brands. This will be helpful for the future research. At the same time, the engagement strategies are also important in the market of the advertisement, especially in the process of advertising. So the author will analyze how brand’s marketing communications are integrated. Finally, the author will draw the clear conclusion of the whole report.

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3.0 Brands and Advertisements

3.1 The Brands and Advertisements and the Reasons of Selecting them

The brands and advertisements have played important parts in the sale of the productions. With the development of the brands and advertisements, people often are influenced a lot by the brands and advertisements. To some extent, the brand is the symbol of one kind of production. When a new productions is planted to engage in to the market, it needs to set up it’s own brand. Different brands may cause different results. The reasons of why the author chose Pepsi, Coca-Cola, and Seven-Up as the examples are as followings. Three brands have many common factors. Pepsi, Coca-Cola, and Seven-Up are all the different types of the beverages. So this will not effect the result of the research because they belong to the same kind of thing. This is important for the research. (Smith, 1992). Drink is very close to life. Eating and drinking are the day-to-day thing in the daily life. So the brands and advertisements of these three kinds of beverages are known for many people in the United States. This will grasp people’s attention and interest. For example, the message of the Pepsi is “the choice of a new generation”. (Henkel, 2007). Accordingly, “the new generation” may show the youth and the energy for customers. In reality, it can easily appear the young people in the society. So the author has selected Pepsi, Coca-Cola, and Seven-Up as the target of the research.

3.2 The Differences of These Three Kinds of Brands

Pepsi, Coca-Cola, and Seven-up are all the different types of the drinks. Even thought Pepsi and Coca-Cola are the cola. However, there are many differences among them.

Pepsi is a famous kind of cola. The message “the choice of a new generation” was designed in 1984. The message came from a popular pop song at that time. When the message had been put forward into the public, the new generation campaign had reached the peak at that time. The message of the Pepsi is very typical. The message focused on the young people in the society. The age of the new generation usually is from 10 to 25. The number of the new generation is increasing year by year. In that case, the market of the Pepsi was very large. (Aaker, 2013). As for the advertisement, the advertisements of the Pepsi was also very outstanding. In the advertisement, there were several young people whose age were from 10 to 25, they were singing the song of the Michael Jackson who was a famous singer. (Raju, 1995). This had caused the great success at that time. The song of the Michael Jackson was used properly in the advertisement. This was also the highlight of the advertisement. This was good for the Pepsi’s sales. In 1984, the Pepsi had obtained $5 billion totally.

The success of the Pepsi has shown the importance of the brand. From the message of the Pepsi, we can see the market orientation of it. The traditional advertisements usually tried to admire the quality or the function of their productions. However, Pepsi did not do that. The market orientation of the Pepsi is psycho-position between the customers and the productions instead of the quality of the productions. This could give the customers the different impression of the productions. Why the market orientation of the Pepsi was young people? Before 1984, the stuffs of the Pepsi had done a survey about people’s options of the beverages. The results had shown that when customers choose the beverages, they often choose the cola to drink. Comparing Pepsi with other brands, customers usually regarded Pepsi as a new company with the great patient. So Pepsi chose the young generation as the target audiences of the brand. (Richardson, 1997). We know that young people is energetic and lively. Pepsi also invited many pop stars as the spokesperson in the United States and other countries. This had enhanced the sales of the Pepsi.

Coca-Cola is also a kind of famous cola in America. It has been developing for a long time. It is the most famous cola in the world. The advertisements of the Coca-Cola have changed many times. They have occupied the main market of the cola. For example, in China, the Coca-Cola have occupied 43% market shares.(Zenker, 2011). Coca-Cola was the number1 brand in the China at that time. Why Coca-Cola had so great achievements? Coca-Cola had appeared very early time. It came from the drugstore in America in 1886. In 1892, the Coca-Cola company had been established. (Armstrong, 2000). At the same time, Coca-Cola had good images in advertisements. The market orientation of the Coca-Cola is larger than the Pepsi. The message of the Coca-Cola is “things go better with Coca-Cola”. (Wu, 2005). From the message, we can see that Coca-Cola set the ordinary people as the target audiences.

We all know that not only the young people like to drink cola, but also the children and the old people. The Coca-Cola had grasped this character, so the Coca-Cola set the ordinary people as the target audiences.(Nelson, 1974). In reality, this was a good market strategy. According to the message of the Coca-Cola, we can see that most people have best wishes for themselves or their friends. When Coca-Cola tried to connect their productions with the good luck, the customers would prefer to buy the productions. This had used the knowledge of the mental superiority. Therefore, people who bought the Coca-Cola may think that they would be lucky. In this way, the brand of the Coca-Cola had become more and more powerful. This was the key of the ’s success at that time.

Coca-Cola always payed attention to the culture of the market. When Coca-Cola came in to the China, it had adjust their advertisements to meet the Chinese people’s demand. (Herniter, 1976). For example, it had added a lot of Chinese traditional things in to the advertisements. This was a main difference between Coca-Cola and other beverages. Comparing with Pepsi, Coca-Cola sales volume had already over the Pepsi. However, with the development of the society, Coca-Cola should changed their strategies to improve their brands and advertisement.

Seven Up is another famous beverage. It is also stated from the United States. The message of the Seven Up is “fresh-up with seven-up”, we can see that the message of the fresh-up with seven-up is so straightforward. The target audience of the Seven Up is the children, students, the white collar and other people. As for one kind of canned drink, Seven Up is very convenient for people who are very busy in the life. (O'Neill, 2010). We all know that the pressure in the society is too much. With the development of the economy and knowledge, more and more people would under the pressure. Seven Up had seen this character of the society, then the Seven Up said “fresh-up with seven-up”. This message had greatly connected the fresh-up with the productions themselves. When people buy the productions of the Seven Up, they may involuntary trust they will be lucid-um after drinking this kind of drink. (Smith, 1992).

Another important thing was that Seven Up had the good meaning of the name. Seven Up was consisted with seven ups, they were wake up, dress up, shut up, stand up, look up, reach up and lift up. Every up stood for a series of good meanings. For example, the wake up meant that people would have a good day, the dress up said that the best way to dress up was to wear the smile on the face. The smile would make people more beautiful in the future. This way in accord with ordinary people’s demand. (Smith, 1992).

Naturally, Seven Up also did well in the market orientation. Seven Up once set the young people as the market orientation. Later, Seven Up found that the Pepsi and Coca Cola had already occupied the most market. Then the Seven Up had done a survey about the customers who liked to buy the productions of the Seven Up. The results had shown that the main group of the customers of the Seven Up was the old people. So the Seven Up changed the market orientation from ordinary people in to the old people. The companies of the Seven Up claimed that their productions were differ from the traditional cola, they were good for the health. (Hendricks, 2002). In this way, the Seven Up got the great success by the adjusting the market orientation.

We can see that there different brands have different characteristics. Generally speaking, the brand is relative to the target audiences of the productions. A good brand need to pay attention to the target audiences. Furthermore, it also should pay attention to the change of the target audiences.

3.3 Why Identity is Important to Advertising Effectiveness?

From the success of the Pepsi, Coca-Cola, Seven up. We can see that identity is important to advertising effectiveness. The reasons are as followings.

First, we should know the purpose of the advertisement. It is obvious that the advertisement is a way to enhance the sales. In that case, the identity is very important to the advertisement. If the good identity is great in the advertisement, the effectiveness will become very great. For instance, Pepsi was later than the Coca-Cola, however, the Pepsi had caught up with the Coca-Cola in the recent years. Pepsi could do this because the Pepsi had chosen a good identity of the advertisement. This had improved the brand of the Pepsi in a short time. Coca-Cola had been called the traditional American cola. To some extent, it was too traditional that people can not pay attention to it. The Pepsi had discovered this wonderful opportunity, they had chose the young people as the target audience. This identity is very correct. With the development of the technology, the main customers of the cola ought to the young generation. Pepsi had created this kind of brand with the good advertisement.

If the advertisement does not choose a good identity, it will not exist in the market for a long time. For example, when Seven-up has appeared, there were many other brands of the beverage. Many productions did not have the good identity. Some advertisements of the productions just discussed the good quality of the production themselves without any originality. In that case, the seven up had find the identity of the advertisement. Then the seven up got the success.

In many fields, identity is very important. It is just like the direction of the road. If the direction is wrong, the result will not be good.

3.4 The Brand in the Real Life

In fact, the brand is not a strange thing. The brand is filled with our life. Now, let we talk about the brand in the real life.

3.4.1 Where is the Brand?

According to the research, brand is the symbol of the productions. Moreover, the companies will put the brands in the productions themselves. They have their own designation of the productions, such as the logo, the message, the mark, the certain picture and so on. When people buy the productions, they may find the brand in the productions. What’s more, most advertisements will shown the brands of the productions in advertising. When people watch the advertisement on the TV, they will discover that almost every advertisement contains their own brands. (Van, 2004). At the same time, people can also find the brand in the street, in the store, on the bus and so on. Generally speaking, people can find the brand everywhere in the daily life.

3.4.2 Why is the Brand There?

We have know that where the brand is. We may want to know why the brand is there. In fact, the reasons are very obvious. People are the target audience of the productions. If the companies want to make their target audience know the productions or the spirit of their productions, they ought to put the brand in to people’s daily life. This is the need of the advertisement. Only when the brand is seen by many people, can the productions leave a good impression in people’s mind. In this way, people will tend to buy the productions. The sales volume will increased in a short time. In that case, the companies will invest the advertisement. (Eldering, 2001). They will employ people to put brand in the certain position. In this way, the productions can be known by more people. These are the reasons of why the brand is there.

3.4.3 Where Does the Brand Need to Go?

Someone may think about where the brand needs to go. In fact, this depends on the identity of the advertisement and the people themselves. People usually will pay attention to the brand which is well-designed. If the productions are useful for them, they may take photos for the brand or take the brand in to their home. On the contrary, people may also neglect the brand in their life. If the brand is not relative to their performance or interest, they will not care about the productions. If the brand does not have the good character, people will easily miss the brand in their life. In that case, the brand will become the luggage in the society.

3.5 How Advertising Will Help Get the Brand There?

We all know that the advertisements have close connections with the brand. So how advertising will help get the brand there?

The good advertisements must contain the information of the brand. When people see the advertisement, they will notice the content of the advertisement and find out the information of the brand. In this way, the advertising will help the brand to be known by more and more people in the society. At the same time, the forms of the advertisements are various, such as the TV commercial, the leaflets, the broadcast advertisement, the online advertisement and so on. In that case, the advertisements can be taken in to many places. With the spread of the advertisements, the brand will also be taken in to everywhere. In this way, more people will know about the brand of the productions easily and quickly.

3.6 The Target Audiences of Brand

When the companies set up a brand or design a good advertisement, they may always take the target audiences of brand in to them. How to choose the target audience of brand for one kind of production? It can be divided in to three factors.

3.6.1 Demographics

The first factor is the demographics. What is the demographics? Demographics are the quantifiable statistics of a given population. We can see the useful information from the demographics, such as the age of people. The gender, the number of the family members, the income of the family, the education conditions of the family members. If the companies get the information from the demographics, they will analyze the relationship between the brand and the people. In this way, the companies can easily find the target audiences of their production. For example, before the Pepsi design their brand, they had done the survey about the market of the beverages. In this process, they had found their target audience-the young generation. (Lehu, 2007). In this way, the companies set the young people as the target audience and designed the relative advertisements. Demographics is very useful for the companies to choose the right target audiences for the brand.

3.6.2 Psycho-graphics

The second factor is the psycho-graphics. Psycho-graphics is a very significant element of the target audience of the brand. It refers to that the characters of the people’s heart activities when they are going shopping. Generally speaking, most people tend to buy something with a good meaning or the good message because such production will give them the good psychological suggestion. The good psychological suggestion will make them fell better in the daily life. If the companies grasp the character of the psychological activities, they will easily pay attention to the most of the people in a short time. (Block, 1986). For example, both the Coca-Cola and the Seven Up had grasped the ordinary people’s characters of the psychological activities. They had put the good meaning in to the brand, in this way, people had got the good impression of the brand. Then they will buy the production possibly. So the psycho-graphics is also an important factor of the target audiences of brand.

3.6.3 Behavior

With the development of the society, people’s preference and interest are relative to the behavior. If the companies observe people’s behavior, they will find what people usually do in the daily life. In this way, they can design the advertisements which are fit with the people’s behavior.

3.7 The Relationship between Target Audience Identity and Brand Identity

In fact, there are close relationships between target audience identity and brand identity. All of Pepsi, Seven Up have shown this kind of close relationship between target audience identity and brand identity. That is to say, brand positioning is relative to the target audience. When the brand identity identify with the target audience identity, the brand usually can get the great success at last. For example, the Pepsi had chose the new generation as the target audience, this was the key to it’s success because it selected the good market orientation.

In addition, the target audience will changed with the development of the society. As for the Coca-Cola, the target audiences are too many, it forced Coca-Cola to change the brand identity to meet the change of the target audiences. At present, the target audience of the cola are the young people. If the Coca-Cola discovers this changed, they should adjust their brand identity.

At the same time, if the target audience identity does not in accord with the brand identity, the brand of the production will be weakened. In that case, the productions will meet a lot of problems. They even will be shifted out form the market by other brands.

We can see that the target audience identity has close connection with the brand identity. However, the target audience identity is not a settled thing, people’s preference can changed with the development of the society. So it is necessary to learn the engagement strategies to help the brand identity.

3.8 Engagement Strategies: Channels and Points of Contact

In order to make the profits, the companies always try their best to improve the brand. The engagement strategies are necessary to integrate the brand’s marketing communications. These are about how brand’s marketing communications are integrated.

Firstly, the brand will choose the proper target audience for the advertisement. When they choose the target audience, they may do some researches about the whole people. They will add some suggestions in to the designation of the brand. (Bennett, 2005).

Secondly, the good brand may pay attention to the culture and customs of the market. There are the great differences among different countries. For example, the dragon is the bad thing in the United States, however, in the China, it is the symbol of the auspicious. (FeldwickIn, 2002). In this aspect, the Coca-Cola set a good example, has occupied the large position of the market. The success of the Coca-Cola can not set the culture of the market aside. The main color of the Coca-Cola is red. We all know that red is a good color in the traditional China. This is in accord with the preference of the traditional culture.

Third, the brand should change with the development of the target audience and the technology. Everything will change from time to time. The brand should choose the long-term strategy to make the brand better. Only in this way, can the brand absorb a lot of people. (Huang, 2012). The brand should not only change the market orientation but also changed the way of the development.

Finally, the companies should improve the production themselves to meet the demand of the customers. The technology and the science should be used in the new productions. (Smith, 1992). In our society, monopoly is less likely to appear in the market. So there are many new companies in every field. If the productions are not improved, even the good brand will get the lost.

4.0 Conclusion

In conclusion, different brands had different features. Many features could influence the effectiveness of the brand. Pepsi and Seven up had made the great success in the choosing of the target audience. This was the key factor of their successes. Corporate identity was very important in advertising. The three brands had the good corporate identity while they have different strategies of advertising. The Coca-Cola had great strategy in the process of advertising. That is to say, Coca-Cola always payed attention to the culture of the market. The corporate identity of Coco-cola had become better by the good strategies of advertising. When the Coca-Cola came in to China, it had added many Chinese elements in to the process of advertising. Comparing with Pepsi, Coca-Cola sales volume had already over the Pepsi. This is a main difference among Coca-Cola and Pepsi and Seven up. Comparing with Coca-Cola, Pepsi had it’s own strategies in the process of advertising. The market orientation of the Pepsi was psycho-position between the customers and the productions. This could give the customers the different impression of the productions. The Pepsi had also adjusted their brands by doing the survey in the real life. Differing from the Coco-cola and Pepsi, Seven Up had seen this character of the society. In this way, Seven Up had made the good corporate identity in the society. When people bought the productions of the Seven Up, they might involuntary trust they will be lucid-um after they drink this kind of drink. Seven Up had found their own target audiences which are different from Coca-Cola and Pepsi. So we could see the characters of their strategies in advertising. After analyzing the advertisements and the brands of the three good targets. We could see that advertisement and the brand had great connection. Corporate identity was significant for the good brand. Once the productions had the corporate identity, they would gain the benefits from the customers. Then the good advertisement should be taken in to the market. In the most cases, the good advertisements contained the symbols of the good corporate identity. The good advertisement would help develop the brands. In this way, the sales volume would promote a lot. At the same time, the target audience was also important to the brand. so the companies should take the target audience in to the consideration and try to design the good advertisement to help the brand.

5.0 References

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Armstrong, G., Kotler, P., & He, Z. (2000). Marketing: an introduction.

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Eldering, C. A. (2001). U.S. Patent No. 6,324,519. Washington, DC: U.S. Patent and Trademark Office.

Feldwick, P. (2002). What is brand equity, anyway?: selected papers on brands and advertising. World Advertising Research Center.

Hendricks, J. S., Bonner, A. E., McCoskey, J. S., & Asmussen, M. L. (2002). U.S. Patent No. 6,463,585. Washington, DC: U.S. Patent and Trademark Office.

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Herniter, J. D. (1976). An entropy model of brand purchase behavior (pp. 76-81). Springer Berlin Heidelberg.

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O'Neill, J. W., & Mattila, A. S. (2010). Hotel brand strategy. Cornell Hospitality Quarterly, 51(1), 27-34.

Raju, J. S., Sethuraman, R., & Dhar, S. K. (1995). National brand-store brand price differential and store brand market share. Pricing Strategy and Practice, 3(2), 17-24.

Richardson, P. S. (1997). Are store brands perceived to be just another brand?. Journal of Product & Brand Management, 6(6), 388-404.

Smith, D. C., & Park, C. W. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 296-313.

Van Gelder, S. (2004). Global brand strategy. The Journal of Brand Management, 12(1), 39-48.

Wu, C. C., & Wang, C. J. (2005). A positive theory of private label: A strategic role of private label in a duopoly national-brand market. Marketing Letters, 16(2), 143-161.

Zenker, S. (2011). How to catch a city? The concept and measurement of place brands. Journal of Place Management and Development, 4(1), 40-52.

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