A branding can be classified based on the main branding elements which are used by the companies, additionally, we should look at the branding elements separately, because it is complicated to define, what does the brand is. Moreover, we will look closer at approaches, how the elements should be executed in order to achieve successful and competitive branding. Branding elements are used as an attributes in order to create a particular associations in customers’ minds. A successful brand will show, communicate and deliver a benefit of its services and company in general towards customers, partners and owners through those elements. Nevertheless also the internal branding elements are important, because companies have to be proud of their values,
It's the illusion of a real individual underneath the image. A brand identity provides direction, purpose and meaning for the brand. It establishes a relationship between the brand and the customers. A brand Identity can be the summation of the logo, tagline, font and any visual or audio representation of your organization. A brand identity is something people can visualize, elicit an association when they hear the name.
Brand leaders are transformational in the sense that they motivate employees and define and communicate the future of the brand effectively. Brand leaders are responsible for the “brand vision and values which ensures the brand is sustainable, building a brand culture, growing productivity, ensuring management discipline, creativity and innovation of the brand.” (Grobler,
Assignment (1) 1) What do you understand by the term IMC? IMC which is mean the integrated marketing communication that refer to the concept of marketing communication that evaluate the strategic roles of a diversity of communication. It is the way which used by the organization to make and manage of marketing effort through different communication channels. IMC is a complete plan that rate the strategic roles of the different of communication disciplines and gather these disciplines to offers clearness and maximum communication impact. For example, general advertising, direct response, sales promotion and the public relation.
Subsequently, one major question then is how can company’s improve brand awareness. An interesting consideration within this field is the different strategies that companies have engaged in within in different countries to reach consumers and promote company’s brand. Bridson, Evans, Mavondo, and Minkiewicz (2013) examined Ikea in relation to the way that this company approached different consumer markets across different countries. Even as a weakness of this study to the present discussion is that it did not specifically examine brand awareness, the study is relevant in that it considered the different approaches the company took in different countries in promoting the Ikea brand and selling its products. In a significant amount of instances, company’s different approaches to the products around the world were the same in different countries; however, research found that in China the company was forced to change many of its supply chain elements.
Branding Branding refers to the process of establishing the brand for a product in the consumers’ mind. According to Kotler (1988), branding is ‘a name, term, symbol or design or combination of them, which is intended to identify the goods of one seller or group of sellers and to differentiate them from those of competitors’. A brand is a combination of few elements, which are brand identity, brand image, brand mark, trademark and brand name. A brand identity is an ideal which is what an organization wants the publics to perceive while a brand image is a reality which is what the publics really think about an organization. Brand mark is a visual element for a product such as symbol, logo or character while a trademark is the legal designation indicating that the owner has exclusive use of the brand.
Marketing is a business with the specific product or service in terms of the customer’s needs and their satisfaction. In order to extend the cognitive of the product in consumers’ mind, brand name and logo both are the main elements of a product and enterprise identity as they play a significant role in the communication between the product and consumer; however, name and logo are the first impression given by the product to consumers’ mind, therefore is one of the main reason why they both are a main component of a product. The article of rebranding mergers has stated how attitudes influence consumers’ choices, and this report aims to point out few interest and considerable topics, which basic about the influence of consumers’ buying attitude
Porter’s five forces model’s Limitations Normally, Porter’s five forces model is considered as one of the most comprehensive framework for competitive analysis of the industry. But the comprehensive feature of the framework holds the limitation of the inclusion of all factors affecting the competition. But it is very difficult now to include all factors in a single model because of the abrupt pace of change (BPP, 2008). Hence the analysis filled with high volume of objectivity while avoiding the value of subjectivity of the material leading to generation of complacency. However, the limited effect of Porter’s five forces model on the analysis can be reduced with the use of strategic tools like SWOT analysis and trend analysis.
Once it able to communicate with customers, the demands for the product will be tremendous as it fulfill the market needs, As stated by Pollock and Sudo “And once consumers globally had had a taste of these smart, inventive and often beautiful goods, they developed a seemingly insatiable appetite for more.” (Pollock and Sudo, 2012, p.19) Made in Japan emphasizes on how culture and society able to determine the beauty in the eyes of designers. The book has a strong argument by providing the evidence of how Japanese product contribute it culture and society as design consideration. Culture and Society help designers to make their product have better aesthetic, function and fits into human life. It is important to be aware with cultural and society changes as designers tend to create a product which suits human
Every company that considering taking their product or service global need to understand the benefits that their get when going global. The plan for entering global markets must be different from the domestic marketing strategy due to the variations in the culture, customs, language and needs of customers and potential customers of the company. The global company usually retains the capability, reach, knowledge, staff, skills, insight, and expertise to deliver value to customers worldwide. It’s important to make detailed market research regarding demographics, as well as the need and level of demand for the company product or service in a particular area before going global. For the companies who want to market their products globally, they should recognize a marketing mix that works in the domestic market may not have the same success in another market.