“When choices become vast, the only things that matter are brand names.” (Michael Eisner, CEO, Disney)….“Amazon.com will sell its fixed assets to focus on managing its brand, becoming the ‘Coca-Cola’ of the web” (Jeff Bezos, CEO, Amamzon.com).

a. Does every company need to ‘brand’ itself and its products as these quotes above suggest?
b. What added ‘dangers’/advantages are brought about by branding in a global marketplace? Supplement your answer with examples where possible.

Brands have existed since forever. In a time before fences were used in ranching to keep one's cattle separate from other people's cattle, ranch owners branded, or marked, their cattle so they could later identify their herd as their own. The value of branding in the age of globalisation and the Internet is much, much more than just creating a way to identify a product or company. Brands today spell reliability, quality and trust. It is this value that explains why all companies......

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Title: Branding And Its Dangers And Advantages.
Approximate Word Count: 3826
Approximate Pages: 16 (250 words per double-spaced page)

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