Article Review Sample

Comment on Author

In this study, the author has focused on the way to reduce the gap between the business design and the business strategy. The author has mainly focused on the definition of brand from the modern point of view. There are certain disciplines related to the building of a brand. The author has focused on the disciplines related to brand building. The author has made the idea of the brand clear to the readers. The brand is not supposed to be a logo as per the definition provided by the author. Secondly, the brand is not considered to be an identity by the author. Thirdly the brand is not considered to be a product by the author. The idea of a brand is specifically defined as the gut feeling of a person about a particular organization, a particular service, or a specific product. The author defines the brand as a gut feeling because people are intuitive with a lot of emotions in them. The brands are not necessarily defined by the market, the public, or the different companies. The brand is defined by the individuals. As per the author, brand is not what we define it to be. The brand is what an individual defines it.

Sources

The study discusses the idea of branding as perceived by the author. The author might have used different online sources and websites for promoting this presentation on branding and Promotion. There is no reference as such referred to here by the author. The author did not suggest any relevant source for conducting this study. There is no mention of relevant sites, journals, or articles in this study.

Methodology

The current study focuses on the branding strategy and the vivid description of the promotion of the brand. The author discusses the idea of a brand. The definition of branding and the reason why branding has become a catchy thing is the concern of this study. The author has discussed the idea vividly but there is no methodology defined in the study. No particular methodology has been used for this article. However various Internet and other secondary sources have been considered by the author to gather relevant information.

Reliability and Validity

The topic of this study is very significant because it focuses on branding and promotion. The modern point of view related to branding is the topic of concern and that is why the topic is valid. Branding is a very contemporary idea that needs to be explored by the author. The author has thrown light upon the disciplines related to the building of the brand. The reliability of data lies in the fact that neuronal is a provider of branding strategies and this article has been approved by it. The validity of data has been observed with the data of publishing. The article is an old one. Therefore it might miss out on current changes in trends that have occurred. There lies a gap in the validity of the article. The brand is not considered to be a logo, product, or identity by the author. The validity of this study lies in the fact that it focuses on a contemporary topic that is related to promotion and branding. The brand is not always defined by the market, the public, or the different companies. The author defines the brand as a gut feeling because people are intuitive with a lot of emotions in them. The idea of the brand is defined by the way the individual defines it. The importance of branding lies in the fact that there is too little time and too many choices among which an individual has to decide. The basis of the buying choices depends on trust and most of the offerings have similar features and quality. There are thousands of similar products in the market. Say for example there are a thousand types of cameras in the market. The way to decide the product depends on the branding and promotion of the camera.

Language Used

The language used in this study is very clear for the readers to understand. The idea of trust in the context of branding has been defined vividly. The brand can be promoted in the market by meeting customer expectations. Trust is developed from delight and reliability. The author has vividly explained the dollar value of a brand and the factors on which it depends. There are five ways used to measure the brand value. The brand value can be measured by the stock price, premium price, replacement cost, customer preference, and future earnings. The author used simple language to explain the various aspects of branding and promotion. The author cited several examples to explain the brand value clearly. For example, the brand value including the market cap of Coke is found to be much higher than that excluding the brand value. This proves that without the brand the glass container of Coke would be empty up to half of its volume.

Areas of Learning

There are several areas of learning in this study. The definition of brand for the modern world can be found in this study. The idea of a brand is not about the logo, product, or identity as per the author. The idea of a brand is specifically defined as the gut feeling of a person about a particular organization, a particular service, or a specific product. A brand is said to be something that is defined by the individual. The reason why branding is a hot topic has been explained in this study. The reason is that people have too little time to choose from too many options. There are similar features and qualities exhibited by most of the offerings. The base of the buying choices is based on trust. The ways of measuring brand value have been described in this study. The main purpose of branding has been explained by the author. The main purpose of branding is related to attracting more people for a good number of years at some higher price.

Areas of Improvement

The areas of improvement include many companies in which strategy has been separated from creativity by a wide range of gaps. Strategic thinkers are logical, analytical, linear, verbal, and numerical when a problem is given to them. Creative thinkers are intuitive, emotional, visual, and spatial. The strategy has to be associated with creativity to make maximum improvement. In case both sides work together there is a maximum probability of building a strong and impressive brand. Contact 'Assignment Help' for more.

Bibliography

Cleave, E., Arku, G., Sadler, R., & Kyeremeh, E. (2017). Place Marketing, Place Branding, and Social Media: Perspectives of Municipal Practitioners. Growth and Change, 48(4), 1012-1033.

Duffy, B. E., & Pooley, J. (2017, July). Idols of Promotion: The Triumph of Self-Branding in the Social Media Age. In Proceedings of the 8th International Conference on Social Media & Society (p. 53). ACM.

Ferguson, D. A., & Greer, C. F. (2015). Pinning and promotion: How local television stations are using Pinterest for branding and audience connectivity. Journal of Promotion Management, 21(1), 64-81.

Inama, S. (2015). Branding product initiatives in LDCs through GIs: the case of the Kampot Pepper in Cambodia and the Harenna Coffe in Ethiopia. Connecting local and global food for sustainable solutions in public food procurement, 14, 163.

Yigitcanlar, T., Guaralda, M., Taboada, M., & Pancholi, S. (2016). Placemaking for knowledge generation and innovation: Planning and branding Brisbane's knowledge community precincts. Journal of Urban Technology, 23(1), 115-146.

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