UNIVERSIDAD DE SAN CARLOS DE GUATEMALA FACULTAD DE INGENIERA TECHNICAL ENGLISH 4 SECCION P

HW 2
Battle of Brands

Eduardo Alejandro Motta Porras

201020844

Fecha : 10/05/2013

What are the four rules for building a killer brand"

Never forget you are a brand
What this is all about is remembering that the brand is really important in a company if no the important thing. This is because its what the media and the population sees, is the perception they have of the brand. The lesson it self is really self explanatory: The lesson: Keep brand front and center in all decisions, and know that it is the boss's responsibility -- and everyone else's too -- to protect it. You only have one name. so it is really important that you never forget that you are brand and that every thing you do as a brand will affect peoples reaction when the recognize it .

If trouble strikes your company deal with it

When there is a situation where your brand might be in risk, you have to do something about it. This was D`Alessandro situation, but if its to generalize it we can conclude in the following: when trouble strikes your company you have to act in a objective way, trying to do things the best way so that your bra nd doesnt look bad at the end. Dealing with the situation is crucial, you can decide to act or let things go by. The best thing you can do is act.

Obscurity is not smart branding

When the time comes to market your brand through different way such as in the example sponsoring, it is really important to know the current companys position. The time to make a really creative marketing is any time but there has to be certain limits to what to do, its really important that when your brand is not as big as for everyone to know what you sell, that you let them know through your marketing, if you try to make smart oriented commercial toward people that already knows you company its not going to be really effective.

Brand come first

In D`Alessandro experience it is quite clear to identify what he meant by that. His small company had the principles and ideal of delivering good quality meat, so no matter what had to be done, the good quality factor had to be a constant. And thats whats important about this document, showing that at the end of the day what matters is what you present as a final product and how people see it and react to it; and clearly all of this is achieved through the brand concept. As a conclusion of all of this is that your brand is your image to world its really important that it remains impeccable.

How important is the brand of a company?

This is a really simple question that really with the following phrase is answered: Relations executives ever to make it to the corner office of a major public company, thinks that a company's brand is its single most valuable product -- something that few, if any, executives realize. What theres to conclude of this is that your brand is the single most important thing in you company, it might be something that doesnt get the attention it deserves but it is definitely really important. The reason why this is, the reason is that your brand is your window to your group of consumers. What ever decisions you make it will reflect to your brand and that as a chain effect will affect how your consumer group sees you and respects your. In the document they have a tough decision to make, to continuous sponsoring or not, D`Alessandro concludes it like this: "Our motives were very simple: Don't splash mud on our brand," So as a conclusion I guess we can say that bran is one of the most if no the most valuable product that your company has and with that comes a big responsibility to earn respect and growth.

In what consists the "Battle of Brands"?

The battle of brand mainly consists (in what the idea of the document was intended to be) is

that all the time there is a battle of brands in front of you whether is in the Olympics or in the previews of a movie theater, there is always different brands focusing on the same population of consumers. What makes the victor and the losers are the choices that are made towards the complications of changes made. As a clear example in our daily lives, there can be sported Coca Cola and Pepsi, in a big battle of brands, with different marketing and ideas but looking for the same purpose.