Assignment: Building the Brand and Customer Relations

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.