MKT 500: Short Paper: Branding

In recent years there has been more of a shift towards more branding and advertising as opposed to focusing on product development, resulting in some companies having strong advertising campaigns coupled with a non-successful product.

These observations lead to an important marketing theorem: Successful brands are built on successful products.

The belief is that without great products, great brands could neither not exist nor withstand the competitive market.  In a short paper, answer the following questions pertaining to the theorem.

• Do you agree or disagree (partially or completely) with the theorem that successful brands are built on successful products? Why or why not?
• Provide examples of brands and their products that a) prove the theorem and b) disprove the theorem. Explain your reasoning.
• Why do so many companies appear fixated on branding rather than on ultimately developing successful products? In real terms, how would you as a marketing executive balance these two marketing forces?