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1. Introduction of Branding---------------------------------------------2. Benefits of Branding---------------------------------------------------3. Process of Brand Building--------------------------------------------4. Branding – Its role in Competitive Advantage------------------5. References-----------------------------------------------------------------
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Red color is the symbol of Coca Cola. sign. A good brand achieve following: Convey your message Strengthen your reliability Create linkage to target market Create loyalty Inspire the buyer For a successful brand. If this sign appear anywhere people will recognize the brand and the company as well. The word brand originated from German word and its meaning is “Burn”. In view with the above definition brand is a name or a symbol of a company’s product which distinguish them from others. your product must be recognized in the market thru the brand and it also has a competitive advantage for the company.g. even they don’t know about that company. So. They know what are going to deliver thru their product and their brand. Brand always be in the minds of the customer. A well known brand is recognized by the people. feature or the style of the product. People will recognize the brand by this symbol even if the company name and logo is not there. Therefore. Branding Page 2 . e. The Nike using the sign. or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”. Branding also includes the color. According to the Matthew Healey (2008). symbol or design. branding is not only a symbol of marketing it delivers the value and attributes of the company. if the brand or the product could not deliver the desired results to the customer that I will make a negative impact on the company’s other products or brand. When we talk about a product we actually define the attributes of that manufacturing company. Majority known about this sign.Introduction of Branding: The American Marketing Association (AMA) defines a brand as a "name. “Human civilization depends upon signs and system of signs and the human mind is inseparable from the functioning of signs – if indeed materiality is not to be identified with such functioning”. company’s make sure that they should understand the needs and demands of the customer. The Adidas uses three strips on their products. term.
Basically there are four big benefits of branding which help a company such as. representation of magnitude.g. e.For a good brand company’s should have to conduct researches. representation of value. do their trend analysis. acknowledgement and fidelity. Branding Page 3 . So. by all means brand is the company promise to its customer to delivering continuously good and quality products. Branding is a good sustainable competitive advantage for the company. 2007. It reduces the decision making on different products and also the risk factor of using new product. Benefits of Branding: Branding is very beneficial in every aspect. Same with the case in branding in this way you are delivering the attributes and features of the product or services. that’s attracted the attention of everyone and can easily be understand at first sight. Brand also shows the status of buyer when you buy like Lexus and Rolex (Patrick de Pelsmacker. if you see the crocodile sign. representation of occurrence and consistency. 58). observe the change behavior and etc. very quickly Lacoste name comes in mind and it tells that about the clothing outfits. et. Branding is an important part of your marketing without this it will be very difficult to get recognized in the market. Brand itself speaks what is it and what it will deliver to a customer. Below we will discuss the benefits or advantages of the branding. p. Following are some points which help in making a logo for any brand: Well built and objective according to the product Valiant and different which catch the eye of everyone Explicit image which suits to your business Match with your operations Delivers clear message Should be in different colors which attracts If we see in the real world above steps are taken into consideration while designing a logo or a brand. everyone think about the company’s name because it creates the image and message is given in the market that what we are and what we do. Branding is just like a new firm is going to be opened. it is very important that the brand must be very simple and eye catching.al. Branding gives ease to the consumer in order to locate and selective buying.
3. 2. It is very obvious that if there are two similar products placed in front of a person. Successful brand expect more from the company to be more sensitive in recognizing the demands and desires of the customers. Customer usually know that when a brand is launched with the heavy investment in advertising and marketing. customer will buy that product without having and experience about that product just because of your name. If the people are satisfied with your brand they must like to see you every where around them. The brand product of the company is sells in a bulk quantity. Your brand logo or image will be in the minds of the potential customers.Representation of Value: A brand is a symbol of quality and value of your company. in the bank of mind they thought this brand is giving something to them and they go for buying your product. People believe that your products and services help in providing the quality and value. Bad brand will deliver the negative a negative publicity among the people that will hurt the business and your future products also. If a company is well recognized thru a particular brand and they launched a new product. the choice must be the branded one because he/she knows that the known brand is a symbol of quality and values. Then they realized that and switch to the old taste and get the desired results after a long time. but people did not like that and the sale of the company goes down drastically. that the company has a large scale of production and delivering the quality products. A company’s brand is a having a good market share than it will reflect a quality in your business and standard of operation certainly will go up as well. they don’t have to go too far to get the desired brand.Representation of Magnitude: A strong brand is deliver a good magnitude to the potential customers.1. one is a well known brand and the other one is not familiar so. because they want the brand in their reach.Acknowledgement and Fidelity: Acknowledgement and fidelity is a big advantage for the company. Company have already satisfied their customer so. they have fidelity with your products. it means people know about the brand and trust on you blindly. Branding Page 4 . Because customer know thru your brand about your operations. For example : in the late 90’s Coca Cola change the ingredients of coke just to change the taste and wanted to make it more better.
Representation of Occurrence and Consistency: In this competitive era. Process of brand building Branding Page 5 . It will come after a long time of providing services and products.4. He defined the process thru the below figure. It is justified to say that the brand reflect the quality and values of the business.365). It also represents the occurrence and consistency in providing the quality products and services. p. Process of Brand Building: In the context we will discuss the branding building process that how the brand are build with their values there are seven steps involve in building the brand values (David Jobber & Geoff Lancastar. People rely on the branded and well quality products rather than unfamiliar brands. 2009. company takes time to get aware thru their brands in the market. The successful branded companies are more likely to be more specific and deliver continuous innovated product for the customers.
That will create a distinguish image among your competitors. getting statistics about the changing behavior and demand of the people. Branding Page 6 .Quality: Quality is sustainable factor in your brand building.Positioning: Positioning of the brand means that where your product is lies in the market. The current example of the repositioning of the brand is the Lucozade a sweet drink for children is now a leading sports drink. what is the market share it has captured. Positioning of the brand consist on the several factors like brand name. With all the considerations then go for a complete brand making process which includes the quality.1. The main benefit of the brand is to provide the best what you can deliver according to the demand and desire of the customer/consumer and that must be delivered continuously. 3. So the change is required in the product to get the market share again. Positioning of the brand occupies the place in the market and in the mind of the customers.Repositioning: Repositioning of the brand is when the product is matured and its market share going to drop a bit. products features. The quality products can be delivered thru research in the market. attractiveness. 2. values and image that you know the taste and demand of the consumers. So the quality is an important part of your brand building. company’s guarantees and etc. successful positioning of the brand heavily dependent on these factors. Every product have its life cycle and when the maturity stage comes then the product downfall starts because the competitors have their new products or the same products but with the different and better advantages. Successful brand always have a eye catching position in the market and it gives to analyze the target market of the product. Every consumer likes to have quality products. Then the companies redesign their strategies that how can it regain its position in the market.
Brand take time to get market share and customer attention. 5.Credibility: In branding the company’s credibility is important. It indicates that the company should engage themselves with the customer or consumer about their brand its efficiency and other features. Positioning is important from customer’s aspect but if the company is not developing the product and not enhancing the efficiency then nothing will be happened with doing all above steps.Internal Marketing: Internal marketing is about the getting full awareness of the brand by the management. If the new company come and sell it products then it will be very difficult for the consumer to get aware of the new product because of lack of knowledge. give the guarantee for the product credibility. In the communication the big challenge is to create the awareness and afterwards create brand quality and strengthen the views. It talks about for long term aspect. Branding Page 7 . New comer has to create the awareness of the product and show some responsibility and assure the consumers that their products are very reliable and having good quality.4. They also.Long Term Perspective: Brand is not for short term benefits and results. In the competitive markets this will take too long to get the recognition by the consumer. People know about you and give respect to your products. In the same industry there are so many similar products are available then its company’s marketing and advertising techniques which can create the difference in the mind of the consumers or the people.Communications: Communication is a major part of the brand building. 7. People must be getting their message and get aware of new products and services. 6. Brand needs huge investment and continuous innovation. Marketing is not all about in the external environment it also include the internally with in the organization. So they have to communicate with them about the brand and get the clear picture of the audience about the brand. Every company knows their target markets and target audience who likes their products. Everyone should know about all the features of the product or the brand.
it sells possibility Starbucks Coffee does not sell coffee. Competitive advantage is not enough it has to be consistent and sustainable. Coca Cola. Managing Director of Silver Bird Group Berhad (one of Malaysia’s most successful home grown brands). We need to constantly ask ourselves how we can attain and sustain that advantage in such a competitive environment. it sells enjoyment Harley Davidson does not sell motorcycles. In competitive market it is very important to know the trends of the market and consumer behavior. Branding appeals in the mind of the people about the company. Brands itself represent the image of the company. Datuk Jackson Tan. Marketing field has been extended to a variety of ways to communicate and introduce many products in different ways. Brands give a competitive advantage a company like Sony. the battle for competitive advantage is unending. these brands are a separate entity of the market and they are ahead in the other competitors products. Marketing speaks the attributes and a clear picture of the product.Branding – Its role in Competitive Advantage: In this competitive era. The strong brands companies are always ready to innovate and emerge the current situation with their innovative and improved product quality.” Company’s can secure their places by the sustainable competitive advantage. Every market players have different to play in the market with some competitive advantage. Threats of competition depend on many sources geographical changes. competition is very intense. • • • • “Coca Cola does not sell soft drinks. had this to say: “In this global marketplace. diversification in sectors and technology imbedded products among others. Following are some key brands selling values to their products. Brand of the company does not sell only the product but its sells so many other values with it. Pepsi and etc. it sells freedom Singapore Airlines (SIA) does not sell air transportation. It’s all about the brand games. Every company wants to have a big market share for the market. it sells service Microsoft does not sell computers. In this era market share of any company changes overnight with the other competitor innovative products. If a brand is distinguish in the others products it will give a competitive advantage to the company and it will comes in to real when the company must evaluate the every bit of the brand and continuously monitor the market situation and their competitors behavior. it sells experience” Branding Page 8 .
“Talk the talk and walk the talk”. share the ideas to develop and company’s own members give intakes in the development of the brand. This product line extension will give more cushions to the company to attract new customers. chicken and fish. The strong brand is a relation between the consumer and the company that they continuously produce the quality product and services for the betterment of the product and innovate in different ways. Multi branding creates a variety of brands with in the same product line. Companies use five brand strategies to have a sustainable competitive advantage. A successful brand is not the guarantee for the company’s success. Brand extension is another strategy to use for a completely new kind of product. Brand competitive advantage is distinguish in many aspect such as it talks about the product attributes. Fanta and etc.g. The consumer states about the brand as a trusted brand in the competition. The major problem is not having values which elaborate the brand itself. it indicate the target market for the company.g. time. veggie. Company has to very methodical and clear in their approach by delivering the brand message. Company faces many problems in making the brand so effective. Coke Zero. these two phrases are taken too much at a wrong side. which are as follows: 1. e. price. The Coca Cola company launched different kind of soft drinks such as Coke. If one product could not get the good market share then other product can replace it at the same time brand image may be in danger of loosing its image from customer minds. in which they can introduce new items in the product category line. This help to appeal to different audience. such as Coca Cola and Unilever has many product lines e. A brand cannot be established until and unless their employees have a clear mission and vision. Also. Branding Page 9 . Company has to develop the product line extension. 2. A successful brand gives the consumer to promote the product in their circle. This has to be a combined effort to all members of the staff. quality and status. Professor Michael Porter says that branding is now a advantage to identify and utilize the potential competencies of the company. as long as the new products gets customers attraction and built a good reputation in the market this strategy can help organizations to introduced more new products in the market. there are so many problems and barriers involved in it.“Practice what you preach”. McDonald has different kinds of burgers such as. the company should take the opinion of the customers as well to modify the brand and make more effective according the needs and desired of the customers. Competitive advantage is all about consistency in their competitiveness and communication and better service delivery. 3.
Pricing. this called co-branding. At the moment they are the market leaders in the medicine industry. In which to well known brands emerge to create new product that boost both companies share. color. Customers often identify the brand by its packaging. and it requires dedicated personnel and budgets. They need to understand the importance of stronger brand and to create and built consumer preferences. as well as time and expertise. Glaxosmithklienebeecham is a merger with five different pharmaceutical companies and made one identity to produce great results. Customers are spoilt for choices now days. shape and the type of material used for the product. The package should be carefully designed with the attention of size. Branding Page 10 . 5. Companies worth based on the value of brands which represent the overall company. Many factors are involved for good packaging concept because it reflects the company reputation. Packaging is another key element for successful branding and it affects on consumers views that how they view the brand. e. Companies should understand the need and demand of customer because customers are constantly surrounded with their own ideas.4. Branding is far from selecting the right language and packaging. Emerging practices are also successful for the companies. Many organization are involved in business to business and fail to understand the importance of brands. marketing and advertising strategies are based on packaging development.g.
p. Maggie Geuens.directorym. copyrights Roto Vision SA.com www.about. Singapore. 8the edition.tutor2u.webpronews. 2008.58 Selling and selling management . p. L. & Jackson.365 Capodagli.References: What is branding? Matthew Healey. The Disney Way.sbinfocanada. third edition. Joeri van den Bergh.net www.com www. B. . 2009. 1998. david jobber & Geoff Lancastar. FT prentice Hall. Star Standard(Pte) ltd.2007.bizhelp24.com Branding Page 11 .p. McGraw-Hill www. Marketing communications : A European Perspective.articles. FT prentice Hall. By Patrick de Pelsmacker.com www.