Management Information and Technology

Baliwag Polytechnic College

Dalubhasaan Kong Mahal

Case Scenario Assignment

KitchenAid and the Royal Bank of Canada:

Do You Let Your Brand Go Online All by Itself?

Group Member #1: Eliezer P. Raba

Group Member #2: Aires Sosa
Group Member #3: Rogelio Lim

1. Consider your own online shopping patterns. How much weight

do you place on the presence of a name or logo or other
trademark (such as the KitchenAid silhouette) on a Web site
when purchasing goods or services? Do you ever stop to
consider whether you may have been misled? How could you
tell the difference? 

As a buyer, considering my online shopping pattern whether

it's online or in the physical store, the brand name or logo does
make a difference for me to make a purchase in certain stores. As
we all know, brand name is the first element of a brand that the
customer will encounter. Having a strong brand name is vital to
establishing a strong reputation. Brand is important for
developing faith and trust for buying a particular product among
the different variety of items offered. A good brand was
associated with a good product and that is the main reason why I
must prefer buying those branded products rather than other
unbranded products. So, in my opinion the logo and brand does
make a difference in my purchasing pattern. And the information
provided by the company helps in decisions in buying those
products and it can even provide me with assistance in comparing
various features of the product to the others.
Before I start buying anything online, I always confirm by
searching out if those logos and trademarks are registered and
having an originality aspect. As Maynard says, “The KitchenAid
mixer is an incredible asset, so it is important for us to
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protect both the name and the image from becoming generic,”. The
name and image of the company is one of the assets that we need
to protect in those potential threats. When it comes to paying
for the original product of my trusted brand, I make sure to
definitely get the same, I always check the authenticity of the
information provided by the product if it’s true and make a
search about the shopping sites in regard to their feedback and
reputation with their customers. In this case, I can make sure
that I wouldn’t miss something, and I never consider that
anything is missed if I have gone through an attractive brand
name. That is the reason why brand name, logo, or trademark is
make a difference in my purchasing pattern in online shopping.

2. Brian Maynard of KitchenAid notes that the development of

the Internet changed the problem of brand policing. What are
some of these changes? What new challenges can you think of
that did not exist in the pre-online world? Provide several
examples.
In today’s world, the internet is the mainframe of
communication worldwide. Its increasing speeds make it the
perfect place for a quick scam. Anyone can download trademarked
logos and use them as their own which can deceive people who are
new to online shopping. The customer should “learn as much as
possible about the seller, especially if the only information.
The Internet has made it easier to view the organization's
profile and information throughout the world. By the help of the
internet, it actually changed the problem of brand policing since
information about brands is now readily available to everyone.
Anywhere in the world anyone can view and download the company's
logo, trademark or anything and use it as its own. Before, the
internet was not to everybody’s reach so the major problem was
about having very distinct and very few users whereas today the
problem with the internet is different. Today it has changed to
internet crimes, hacking issues and problems of copyright. But
this change is not yet discovered. With the development of the
internet and other telecommunication facilities, the internet is
also having lots of problems corresponding to those developments.

3. The companies mentioned in the case (e.g., KitchenAid, RBC,

Disney, and Coke) were well established and enjoyed strong
brand recognition well before the advent of the Internet. Do
you think online-only companies face the same problems as
they do? Why or why not? Justify the rationale for your
answer.
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Organizations that have been discussed in the case of

KitchenAid and the Royal Bank of Canada: Do you let your Brand go
online all by itself? Are well established organizations with a
very strong brand name and reputation. After the internet came,
organizations have been benefiting from its use in order to make
their brand much stronger as it before, and as they take granted
the benefit of the internet can offer to them, they also have
some problems with unauthorized use of their brand and logos by a
lot of people and sites. As they study this issue further, they
find out that their brand has been used for the causes they don’t
know exactly what it is. This kind of issue is one the several
problems that the organization has been encountering because of
the internet and the violation of cyber law. For example, their
brand name has been used which link to some unethical sites,
promote illegal causes and convey wrong information and message
prior to the business, this kind of problems can cause severe
damage for the company.
In my opinion, all companies are encountering challenges and
difficulties when it comes to the online system. But we have to
accept the fact and challenges to continue and sustain the profit
as well. For example, in a small business, like a small shoe
store, if they want to create or promote their items, they need
to use the online. If they do not do the online selling, maybe
they will lose some customers to reach their quota or target.
Online selling can increase sales transactions and gain
customers' quantity as well because of the innovation in every
aspect of business. Online is essential in so many ways. For me,
it is a very crucial and motivating aspect of E-commerce to learn
and experience.