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Introduction
Building a brand or generating response have been subjects of debate over the years, as fighter brands remain an ancient strategy in branding. In their articles How the GFC has forced brands to rethink their strategies (Addis 2009) and Fighter brand strategy considerations (Daye & VanAuken 2009), the authors elaborate on various views of the debate. Addis (2009) talks about branding and response generation issues, while Daye and VanAuken (2009) elaborate on the pros and cons of fighter brands strategy.
Main body
Addis (2009) argues that organizations should build brands that generate response and strive to create a balance. In branding, there are various things considered yet they all derive from behavior change and response. The author emphasizes the importance of bridging the gap between brand measures and response measures. In his experience, there should be a fusion between the brand and creative agencies that develop the brand strategies and the media companies that generate the ads. He further claims that GFC has led to many companies evaluating their mode of operations.
On the other hand in the article Daye and VanAuken (2009), claim that fighter brands are a recession strategy and a way to curb competition. Not all fighter brands are success stories, but many companies have lost billions of dollars. Thus, the authors suggest some points be considered for a fighter brand to be effective.
Conclusion
The authors of the two articles are on the same view that the main focus for business should be the consumer and sustainable profits attainability. Different views are represented in the above texts concerning branding. Whereas Addis (2009) argues that a balance should be reached in branding and response, Daye and VanAuken (2009) believe that fighter brands can be effective if other strengthening factors are put into play.
Reference list
Addis, K 2009, How the GFC has forced brands to rethink their strategies, Business Spectator. Web.
VanAuken, B & Daye, D 2009, Fighter brand strategy consideration, Branding strategy insider. Web.
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