...of Marketing Lecturer: Tracy Gallagher Assignment: Branding Executive summary In this paper, the author will critically discuss the role of branding plays in a globalisation economy; this will be done by identifying the roles and describing them. The paper will also examine how marketers build brand equality using two case studies to illustrate theory This research will be done by drawing on relevant theoretical models; recent international case studies and reflects on the writings of academic writers and so on. Based on the evidence found when researching this paper, theorists Branding Branding is a differentiation of a product which helps in adding value to them. It helps companies to distinguish their products from those that are on the market. An example of this is if Penny’s stores was to have in store Brown Thomas products, customers would expect those products to be less expensive and of the lowest quality, the same goes for if Brown Tomas was to display a product from Penny’s, consumers would regard the product as expensive and of high quality, this is so because of the belief that consumers have for a particular brand. Brassington & Pettitt (2006) defined branding as a way of linking together items within a product line or emphasising the individuality of product items by making them easily identifiable. However Jobber and Fahy (2006) give a more detailed definition of branding where they go on and say branding is a process whereby company’s use to differentiate...
Words: 1481 - Pages: 6
...o understand branding, it is important to know what brands are. A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive to maintain or surpass. Branding is an important part of Internet commerce, as branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand. When working on branding, or building a brand, companies that are using web pages and search engine optimization have a few details to work out before being able to build a successful brand. Coordinating domain names and brand names are an important part of finding and keeping visitors and clients, as well as branding a new company. Coordination of a domain name and brand names lends identification to the idea or image of a specific product or service, which in turn lets visitors easily discovery the new brand. Branding is also a way to build an important company asset, which is a good reputation....
Words: 457 - Pages: 2
...important reason for the employees, investors and customers to associate with the company. It is the firm’s most important asset in the long term. It is also a bond between the customers and the company. A brand assures reliability and quality. Brand owners have a powerful incentive to ensure that each pie is as good as the previous one because that would persuade people to come back for more. Brands are perceptions. The Volvo brand stands for “safety”. The Mercedes Benz brand is associated with prestige”. “BMW means “the driving”. Can these perceptions be influenced or managed? That is precisely what is executed through branding. Branding is creating a corporate brand identity imprinted on the minds of consumers, and this requires brand positioning and brand management. Brands are the tools with which companies seek to build and retain customer loyalty and branding often...
Words: 13639 - Pages: 55
...Branding Elizabeth Saracini April 27th, 2013 Marketing 300 Taste the Rainbow. Open Happiness. Eat Fresh. These slogans are recognized across America and around the globe due to the strong branding strategies implemented by the companies that own them. In today’s fast paced and technological world, it is essential for companies to use a simple image, sound, or phrase as a to communicate their reputation. Physical and auditory cues allow brands to take on personality traits that derive from the product’s core customer value. Branding can be very effective in a marketing product by adding perceived value, differentiating the product in a large market, and increasing brand recognition. Most importantly, branding can create a strong customer loyalty that simplifies purchase decisions and builds an emotional bond between the product and the consumer, which in turn leads to higher profits for the company and overall satisfaction. The initial concept of branding began with early civilization, almost 4000 years ago, when farmers branded their livestock to claim ownership over them. Potters’ marks on porcelain dishware and pottery were also recognized as an early form of branding. In the late 1800’s and early 1900’s countries around the world began to industrialize. Manufacturers now faced competition from previously insignificant countries because products could be produced and transported easily and efficiently. By the 1940’s, trade lines were opened across the globe and overall...
Words: 2125 - Pages: 9
...D o TNS - GLAKES N Brands & Brand Equity 26 June , 2012 ot C op y 1 Session 3 BEST GLOBAL BRANDS 2011 Interbrand 2011 Rankings Rank 1 2 3 4 5 6 7 8 9 10 Brand Coca – Cola IBM Microsoft Google GE Value ( $ mn.) C ot McDonalds Intel Apple N Disney D o Hewlett-Packard Global Brands Morgan Chase Data: Interbrand Corp., J.P. Scoreboard & Co / (Interbrand) Business Week September 10 The table ranks 10 top global brands that have a value greater than $1 billion. The brands were selected according to two criteria. They had to be global in nature, deriving 1/3 rd. or more of sales from outside their home country. There also had to be publicly available marketing and financial data on which to base the valuation. TNS - GREAT LAKES op y 71,861 69,905 59,087 53,317 42,808 35,593 35,217 33,492 29,018 28,479 Top 10 Most Trusted Indian Brands – 2011 RANK 1 2 3 4 5 6 7 8 9 BRAND LUX COLGATE AIRTEL N D o 10 ot NOKIA DETTOL MAGGI TNS - GREAT LAKES C LIFEBUOY BRITTANNIA VODAFONE CLOSE-UP op y ( ET - Brand Equity Sep 28, 2011 ) BRANDS THAT LOST LUSTURE D o TNS - GREAT LAKES N ot C op y Some Leading US Brands since 1925 D o 1. Kodak 2. Del Monte 3. Wrigley 4. Nabisco 5. Gillette 6. Coca Cola 7. Campbell 8. Ivory 9. Goodyear 10. Lipton N ot TNS - GREAT LAKES C op y Cameras Canned Fruit Chewing Gum Biscuits Razors Soft Drinks Soups Soap Tyres Tea D o Category...
Words: 2275 - Pages: 10
...Branding Products are never nameless. In fact, the term “household name” comes from a popular brand or product becoming a part of your home—seeing these products every day in your cabinets, pantry, refrigerator, bathroom, and even garage. There are many laws protecting products and their brand names because of ownership. The makers of these products have the exclusive right to produce these products while labeling them in order to separate themselves from makers of similar products. Branding isn’t only important for protecting rights to a company’s line of products, it also allows consumers to recognize a brand as its makers create new products, improve on existing products, and evolve as a company as a whole. When consumers continue to buy a certain brand, brand loyalty becomes an important part of business. Companies can know which products their consumers like, which ones need improving, and which ones aren’t selling. A lot of brands that become popular pour earnings back into their business to create more products, generating more products and ultimately more earnings. Though it was a huge blow to Anheuser-Busch to discontinue their brand name in Germany (a huge beer-consuming nation) and placing large ads at the World Cup in Germany, the court ruling was correct in protecting the Budvar labeling in Germany. Branding is everything to companies across the globe. If a company in Germany created a line of sports drinks and called them Gatorade, the court would rule...
Words: 330 - Pages: 2
...Branding Strategy.... Building brand equity. “The branding strategy is creates strong brand values which have resonance with the customer and are relevant for the extent of the customers life cycle.” Learning objectives The first step in implementing a branding strategy is to understand the risk involved in the different strategies. After that, we will explore the implications of the different strategies on adding new products and incorporating acquired brands into the portfolio. After the lessons the student should be able to: • Understand the level of risk associated with the different branding strategies. • Understand what generates risk to the brand. • Identify which branding strategies are appropriate to the various segmentation plans. • Understand understanding how a company can avoid dilution of the brand as the product group grows. Brand equity The marketing goal is fulfilled when the brand equity is maximized. As in all matters relating to the concept of equity, there is a balance between risk and return. The choice between different branding strategies means balancing the expected return. A strategy with commonly yields high brand equity is usually associated with a significantly higher risk that the brand can be damaged when there are problems with any products carrying the brand. The brand equity should be seen as the accumulated value of all brands in the company portfolio. Different branding strategies are associated...
Words: 2805 - Pages: 12
...engender trust. Brands are built on the product itself, the accompanying marketing activity, and the use (or non-use) by customers as well as others. Brands thus reflect the complete experience that customers have with products (Brands and Branding Research Findings and Future Priorities). Apple’s strategy is a corporate branding strategy that revolves around its emotional experience with its products. To be an emotional brand, it must have three things in common. The company must project a strong humanistic corporate culture; have a unique visual and verbal vocabulary; and establish a connection with its consumers (The Analysis of Apple’S Branding Strategies). Apple’s branding techniques is a demonstrated achievement. As indicated by a late article on Appleinsider.com, Apple's 254 retail stores offer 492,000 Macs to 38.6 million store guests amid the June quarter, with a large portion of those deals going to clients who had at no other time claimed a Mac. The company successfully achieved the tartgeted sales and also left a very positive impression on its product’s consumers. References: Donald R. Lehmann and Kevin Lane Keller, (May 2005), Brands and Branding Research Findings and Future Priorities, Pg. 1 Anna Glenn, The Analysis of Apple’S Branding Strategies, pg....
Words: 286 - Pages: 2
...buy into and the brand then becomes more than its product. Labels that grasp the importance of branding understand that they must be more than the watch or bag or scarf. The appeal of a brand must be in who the consumer becomes when he or she puts on or uses a certain product. Brand awareness widens when a high-end label creates and conveys a clear message or lifestyle that the consumer thinks he or she can attain through purchase. That is the art of branding. Branding convinces the consumer not to simply buy a product, but instead buy the brand as a whole. A stellar product does not stand alone—behind it must be something deeper, a message or a symbol which should represent or relate back to the identity of the brand. Within the luxury sector, where products are often an investment regardless of one’s socio-economic status, conveying an identity is crucial. If the consumer cannot see what he or she will gain from purchasing a $2,000 handbag or a $26,000 watch, there will be no sale, and the ship that is the brand will sink. John Goodchild and Clive Callow, authors of Brands: Visions and Values, relate the success of brands to “their ability to communicate meaning.” They write that successful brands “communicate a rich set of messages and allow us to feel that we can relate to the underlying offer, be it a product, a service, or a company” (Goodchild, 21). Effective branding changes a consumer’s mentality from one of “I’ll buy that” to one of “I’ll buy into that.” Ralph...
Words: 2971 - Pages: 12
...Institut d’Administration des Entreprises ROLES AND CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur Damien Bo Advisor: Professeur Camelia Akbari Année universitaire: 2009-2010 0 Acknowledgment First of all I want to direct my thanks to my supervisor, doctor Damien Bo and appreciate him for useful feedbacks. Secondly I appreciate my advisor, doctor Camelia Akbari for her useful comments. Finally I would like to thank my family and special thanks to my dear wife who supported me during conducting this thesis just as always. University of Nice 2010 Mojtaba Jebreili i Abstract Brand is a very important element in today's life. Brand management has become a serious task for marketing and branding departments in all firms. While branding is a comprehensive issue dealing with all parts of a company, there are some branding tasks which are specifically accomplished by marketing and branding departments or branding companies. One of these tasks is brand communications consisting of the selection and design of brand elements, advertising and online branding. This thesis focuses on a qualitative review of different aspects of brand communications, while discussing their role in branding. The main questions in this thesis are the role and considerations of brand elements, advertising...
Words: 26997 - Pages: 108
...The branding management of Tsingtao brewery Tsingtao Brewery Co., Ltd In 2004, China with the output of 27 million tons of beer became the world largest beer producer in the world. At the same time, Tsingtao Brewery Co., Ltd – the Hong Kong and Shanghai listed company had became China’s largest beer producer and exporter, with annual sales of 3.71 million tons of beer. By using four years of time, the company expanded its market share in China from 3% to 13% (1999-2002) and turn out to be the market leader. China’s beer market and segmentation According to the report, the top 10 brewers accounted 55% of the China’s beer market and Tsingtao, Yanjing and China Resources sold 8.1 million tons of beers in 2004. It summed up 30% of the sales. At the meantime foreign brands like Budweiser and Heineken started to enter the market and making profit. Since they occupied the high-end market and that’s the most promising and profitable market in China. They targeted the middle and upper class of the consumers and pricing at 7–9 yuan a can. In contrast Tsingtao was sold around 3.3 yuan. Furthermore in many tier two and three markets local brand beers were sold at 1 yuan. At this point we could segment the beer market into two. The first segment is ‘high price with strong branding’; the other segment is ‘low price with weak branding’. The major players in the first segment were those foreign brands as they did a better job in the marketing and promotion areas. As for the second...
Words: 653 - Pages: 3
...Brand Extension If you have ever named a boat, a pet or a child, you know how difficult it can be to choose the right name. Despite the importance of the decision, the process seems hit-and-miss and there seem to be few guidelines for getting it right. After agonizing over lists of alternatives, you reject all but one, with no sense of certainty. Later the name seems inevitable – how could you have considered any other name? The Challenge of Naming The naming challenge is compounded in a business environment, where anointing a company with a name is likely to be just the first of many labeling decisions. Products, business units, specific services, marketing programs, features, line extensions, apps, web sites and more all need monikers. Each decision has implications for future decisions, so it’s important to have a plan or ‘rules’ to guide your choices and avoid confusing customers. Although critically important to brand health and company value, it can be difficult to create the rules for naming brand entities, and for specifying the relationships among them. Here is a partial list of the kinds of challenges faced: * When is it desirable to extend an existing brand and when is a new brand required? * How should a new brand be linked to the parent? Should the relationship be explicit or kept in the shadows? * Which is better, a descriptive name or a fanciful name? * When should a name be retired? * When should a feature be branded? * Should different...
Words: 1327 - Pages: 6
...TERM PAPER ON Brand Management OF "Tiger Sports" COURSE: Brand Management PREPARED FOR KASHFIA AHMED SENIOR LECTURER DEPARTMENT OF BUSINESS ADMINISTRATION East West University PREPARED BY Fuad Hasan Khan 2008-2-10-287 Prashanta singh 2008-3-10-148 Sheikh Irfan Hussain 2009-2-10-275 MD. Rashedushzaman khan 2009-2-10-126 Ashik Anowar 2008-3-13-041 Date of submission: 29th July, 2012 Executive Summary: The brand or the product we have worked with is Television sports channel in Bangladesh. We have named it as “Tiger-sports”. Our product logo indicates some spiritual and psychological satisfaction of Bangladeshi people. Because for the first time in Bangladesh we introduce official private sports channel which will be broadcasted within the territory of Bangladesh. Our focus would be on hundred percent pure and uniqueness. We have chosen a different television to launch because it would be the first in the market and differentiating would be easier for us. Our opportunity is we are going to launch it for the first time and if we get desired result in positioning in market then we will become the leader in sports television channel market. Our differentiating strategy is its High-definition sports news and game broadcast that no other company has claimed in Bangladesh yet...
Words: 3602 - Pages: 15
...BRAND DEVELOPMENT Presentation Paper By: WULAN YUNITA ISTIANILA DEWI (10311085) DEPARTMENT OF MANAGEMENT INTERNATIONAL PROGRAM UNIVERSITAS ISLAM INDONESIA 2012 Why it is important to create powerful brands WHAT IS BRANDING? Branding is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors. Brand often becomes a reason for people to choose the product as the sign or name of the quality level brings to consumers’ preference. Successful brand that is those which are the focus of a coherent blending of marketing resources, represent valuable marketing assets. Although, nowadays lots companies name their product with brands but the challenge of creating powerful and successful brand in grabbing strong positioning in consumers’ mind is exist. THE PURPOSES OF BRANDING Successful brands are valuable because they guarantee future income streams. Companies recognize that loyal customers will repeatedly buy their brands and are also willing to support them during crises, for example when people maliciously tamper with brands. In some instances the rapid response of management and their commitment to communicating developments to the brands’ stakeholders helps to rapidly restore normality. For example, following the tampering with Tylenol tablets enabled the management of Johnson & Johnson to quickly regain public confidence. The ultimate...
Words: 2456 - Pages: 10
...other feature that identifies one seller's good or service as distinct from those of other sellers. A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company. Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. Brand has continued to evolve to encompass identity. It affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you. Consumers may look on branding as an aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. There are some element of brand such as local brand, private brand, national brand, and also global brand. There are some types of brand which expose the difference stage of brand. Different stage of brand being use by marketers will give them a variety of strategy to get a prospects or customer. Now I will explain some type of brand which are local brand, private brand, national brand and global brand...
Words: 1558 - Pages: 7
