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Brand Management: A Case Study

1471 Words6 Pages

There are different papers confronting the issue of brand management on the internet and digital world (Hodge, et al., 2015; Aoun & Tournois, 2015). Papista & Dimitriadis (2012)agreed to the fact that the fundamental rules of branding as well as the importance of the brand being online or offline. The most recent technology can require certain adjustments at the level of execution for instance, in the ways through which information is presented to the people or audiences. It is noted that the level of control exerted over brand can require relaxation for instance; chat forums not being moderated as well as the communities are developed within the online platform of the brand. It is expected to require organisations for engaging in immediate …show more content…

(2006), it is observed that the concept of branding is one of the most important aspect of marketing and business strategy yet, business managers and advertisers are the one to understand its scope and role in grasping the business for a company from the market place. The most common understanding while identifying the role of branding is that it is the image and logo of the company that help the customers to recognise the company and other products and services (Blackwell, et al., 2006). However, Brodie, et al. (2013) determines that the role of branding is broader in regards of building an image and business of a specific product; it carries a message for customers to understand and then buy the product from the company (Brodie, et al., 2013). As indicated by Cai (2002), while overlooking branding as strategic viewpoint not just set of images, it can be said that brand play the role of centric approach that attract consumers towards the company, the formation of unique brand image include a logo, high-end product, price of the product as well as the location of its business range. These factors all together build an efficient brand image for a company. In addition, it also helps the company to maintain its competitive advantage (Cai, …show more content…

However, in accordance with the viewpoint of Cai (2002), it can be said that the concept of branding can be highlighted in three different perspectives that a company can utilise as overall strategy for their business development and stability. These perspectives include the legal perspective, business perspective and practical utilisation perspective (Cai, 2002). Campelo, et al. (2014) highlighted that the legal perspective of branding is a legal trademark for a company that define its unique feature, name, and the factor of differentiation among the other working brands operating in the market place. On the other hand, he explains that in the viewpoint of business perspective, brand is a tool that helps the company to increase their knowledge among their potential customers (Campelo, et al., 2014). Carpernter and Nakamopto (1989) observed that branding is also linked to the marketing and promotion of a company’s product and services that help them grasp the new customers from the mass market (Carpernter & Nakamopto, 1989). Last of all, in the viewpoint of Cervellon & Shammas (2013), the branding is considered as the experience for products at the

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