Brand Image and Brawny Paper Towels
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Companies can invest millions of dollars in their brands and brand icons, and most companies are reluctant to change their icon without good reason. Over the years, the image of Betty Crocker has received makeovers to keep up with the times, as has Aunt Jemima, and even the giraffe who represents Toys 'R Us has undergone changes. Recently, the Georgia-Pacific company, which markets the Brawny paper towel brand, decided to modify its brand icon, the Brawny man. The company made several discoveries along the way, including the importance of a brand icon to brand image as well as the preference of women for an idealized Brawny man versus an actual one. This research considers the importance of the brand image in general, and the process that Georgia-Pacific used to change their brand icon in particular.The brand concept itself is a relatively new marketing idea that gained popularity during the twentieth century. Brands not only differentiate product characteristics, but also can become closely and inextricably associated with particular products. In some cases, such as wit
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Some common words found in the essay are:
Orville Reddenbacher, BRAND IMAGE, Recently Georgia-Pacific, Advertising Age, Betty Crocker, INTRODUCTION Companies, Cream Wheat, REFERENCES Garfield, brand icon, Aunt Jemima, brand image, closely identified, paper towels, Quaker Oat, stellitano 2003, paper towel brand, garfield 2003, betty crocker, icon brand, brawny paper, paper towel, change brand icon, stellitano 2003 brawny, companies invest millions,
Approximate Word count = 771
Approximate Pages = 3 (250 words per page)
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