...Does Good Branding Result in Good Sales? Introduction It is all about the Brand, a typical consumer mind speaks when talking about a product. Interestingly, it is not always consistent that a consumer will buy “Branded” products as labelled by the company but in fact buys the products which he/she labels as a “Brand” according to his/her perception and leaves all the companies in search of a magic wand that can propel the sales of their products labelled as a good brand. Hence the million dollar question “Does good branding result in Good Sales?” The paper examines how branding actually resulted or didn’t result in good sales. Before answering the question stated above, let us establish a common understanding of a Brand and consumer perception of the brand and yes it starts with a question. What is a Brand? The simplest answer is that a brand is a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation. These associations may be intentional – that is, they may be actively promoted via marketing and corporate identity, for example – or they may be outside the company’s control. For example, a poor press review for a new product might ‘harm’ the product manufacturer’s overall brand by placing negative associations in people’s minds. As stated by a Branding guru (source unknown) “If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers...
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...CHAPTER-1 INTRODUCTION “Brands are like human beings. They are born, fed and nurtured, made strong and responsible so that they can be faithful friends of the people (customers), form mutually beneficial and satisfying relationships with them and become their companions for life. Such brands, make their parents (organization or corporate) proud of them. The best brands are the ones who help in forming and sustaining strong long term “parent-brand-people” relationships. These brands form the potential for present growth and future expansion. They help the organizations conquer peaks at the time of booms and stay afloat and swim at times of depression.” We come across a number of brands in our daily lives. Our morning starts with using a toothpaste (Colgate, Pepsodent or Close-up), using a bathing soap (Lux, Fairglow or Cinthol) and shampoo (Clinic All Clear or Vatika), wearing clothes ( Allen Solly, Levi’s or Raymonds), breakfast bread (Britannia or Modern) and butter (Amul) or jam (Kissan), lunch and dinner (Nature Fresh or Pillsbury flour and Safal vegetables), morning and evening tea and coffee (Tetley, Nescafe or Bru), going out in a car (Hyundai Santro, Honda Accord or Mercedes Benz). Talking on the cell phone (Motorola, Nokia, Siemens or Samsung), watching television in the evening (LG, Sony or Philips) or listening to music (Philips or Apple) etc. But how often do we think of what all a company does to put a positive imprint (fight for a shelf space) in the mind of...
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... Module Code : MK0389 Word Count : 1997 Dead Line : 13/05/2013 Contents page Introduction 3 PART A: Promotion and Branding in Global World 3 Standardized and Localized Strategies 4 Case Study: Nike 5 Case Study: PizzaHut 5 Discussion 6 PART B: Future Environmental issue 6 Changing Social Trends 7 Case Study: Nike 7 Case Study: PizzaHut 8 Conclusion 8 Reference List 9 Introduction With the growing pace of globalization, companies’ marketing departments are faced with a substantial challenge of designing successful marketing strategies promoting their products and services (Keller, 2010). The ongoing academic debate has pointed out the tension between standardization and localization practices (e.g. Whatley, 2012). While the benefits frequently associated with the standardization practice revolve around the promotion of a single consistent message to the global market (Aaker, 1991), the localization paradigm emphasises the particular differences between individual markets and thereby the need to adapt marketing strategies to suit the needs of the local population (Gillespie, Jeanner & Hennessey, 2010). The aim of the presented paper is to critically investigate the promotion and branding strategies pursued by global organisations. The key focus is put on the examination of their relative effectiveness and two case studies are used to demonstrate the validity of...
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...Buying & Negotiating – DT343-3 Module assessment – Academic Year 2013 – 2014 Lecturer: John Mc Govern Due: 12th December, 2013 Words: 1518 Definition According to Quality Logo Products, branding is the “process of using a word or an image to identify a company or its products”. This is what set apart competitors and helps consumers to remember a product. The purpose of a brand is to increase sales by making the product or service the most visible and desired by the consumer. Branding is cannot be only considered as just a logo or a product anymore: it is becoming a promised quality and reputation, a whole service behind and includes everything about a company. Promoting the branding In the fast-paced world we know today with the internet revolution 15 years ago and more recently the social media, it is more important than ever to promote recognition of a product or service. If a company is remembered as a quality provider, then you will be encouraging repeat business. Branding is a way to promote this recognition because people tend to adhere to familiarity, being afraid of constant newness and innovations. If consumers recognize a brand that they have previously used and they remember being satisfied with it, they are more likely to choose it again. This is especially true in the overwhelming choice of advertising going on today. The buyer’s role According to Diamond and Pintel in their 8th edition of Retail Buying, the buyer’s role not only consists of simple...
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...Branding Strategy: Building Strong Brands Some analysts see brands as the enduring asset of a company, outlasting the company’s products and facilities. Brands are powerful assets that must be carefully developed and managed. Here are some key strategies for building and managing brands. Brand Equity: Brand equity is the differential effect that knowing the brand name has on customer response to the product and its marketing. It’s a measure of the brand’s ability to capture consumer preference and loyalty. A brand has positive brand equity when consumers react more favorably to it than to a generic or unbranded version of the same product. It has negative brand equity if consumers react less favorably than to an unbranded version. High brand equity provides a company with many competitive advantages. A powerful brand enjoys a high level of consumer brand awareness and loyalty. Because the brand name carries high credibility, the company can more easily launch line and brand extensions. A powerful brand offers the company some defense against fierce price competition. Building Strong Brands: Branding poses challenging decisions to the marketer. The major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship, and brand development. • Brand Positioning: Marketers need to position their brands clearly in target customers’ minds. Positioning refers to the act of designing the company’s offering and image in such...
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...1.0 – INTRODUCTION 1.1 –INTRODUCTION The chapter provides a radius of the background of study at hand into deducing the problems or issues that encompass it. Next to that, will be a statement of the aim as well as the objectives of this study in order to comprehend the matter in more depth as well as a succinct overview of the following chapters. 1.2 – BACKGROUND OF STUDY Human civilization is dependent upon signs and systems of signs, and the human sign is inseparable from the functioning-if indeed mentality is not to be identified with such functioning (Morris, 1938). A brand instead, is a promise of satisfaction. It is a sign as well nevertheless, a metaphor operating as an unwritten contract between a manufacturer and a consumer, a seller and a buyer, a performer and an audience, an environment and those who inhabit it, and event and those who experience it (Healey, 2008). Even so, too often companies think of the brand experience in silos: as an identity, logo, website, advertisement, and so on. To be successful, a brand had to be experienced whole – emotionally and tangibly – telling a consistent and engaging story at every tower point along the way (Astorino, 2011). A successful brand positively and clearly distinguishes a company’s products and services from those of its competitors. Statistics confirm that higher quality brands gain greater market share and profitability than their inferior competition (MacDonald, 2012). As the economy of late capitalism shifted from...
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...Insight paper Does your employer brand inspire top talent? Jumping on the employer branding bandwagon A strong brand can be a company’s most valuable asset, increasing customer loyalty or acting as a differentiator in a crowded market place. An employer brand can be used for similar effects, lowering turnover due to higher employee loyalty and helping employers stick out in the increasingly competitive job market. Despite the hype about employer branding, most companies still have difficulty in conceiving a serious and ‘thoughtthrough’ approach to the topic. To understand why an employer brand cannot be simply assembled out of a ‘how-to’ guide, let’s have a look at the definition of employer branding. There are dozens of definitions about employer branding flying around in the HR industry and most are perfectly usable. However, we will stick to the CIPD’s definition (Chartered Institute of Personnel and Development, 2008)1: An employer brand is a set of attributes and qualities – often intangible – that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform to their best in its culture. Chartered Institute of Personnel and Development In the above definition there is one important word: ‘intangible’. Employer branding is indeed a complex mix between your organisational identity and culture and its members (Tikoo, 2004)2, which is probably the reason why so many...
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...How to build a strong employer brand? In the competitive business world, companies strive to protect their most precious asset, talent. Talent shortage is a major challenge across industries where employees with suitable technical competencies and qualities are difficult to obtain and retain in the competitive employment market. In addition, as Baby Boomers who possess substantial valuable experience for the companies retire, Generation Y became increasingly vital in the company’s workforce; study has shown that 1 in 5 worker will be above 55 years of age by 2021 compared with 1 in 7 in the year 2005. Companies not only struggle to replace the positions of the retired workforce with younger candidates with similar capabilities, they also realize that the two generations have different workplace expectations and values. Candidates are looking beyond the basic wage and benefits; factors such as career prospect, reputation, international mobility and company values also play a significant role in candidate decisions. Therefore companies need to adjust their conventional hiring method to position themselves strategically in order to capture the awareness and commitment of the top candidates. In order to attract and retain young talents, companies need to differentiate themselves from their competitors with their employer brand. Unlike product brand names that can be managed with marketing to manipulate consumer perception, employer brand needs to be cultivated through time...
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...“Brands have become a ubiquitous phenomenon in our contemporary world. They are indispensable for companies and consumers alike. Critically discuss this contention” “Branding is at once one of the most artificial and yet most real forces in our society” * Kornberger 2010 This paper assesses and discusses the importance of brands in todays world. Focusing on the positive and negative affects brands can have through the initial relationship of a product to a name, to then more importantly its attached meaning and perception. It will also discuss the foundations of branding and how brands have become such a critical requirement for companies to be successful in todays fast moving technological age. Furthermore, it will discuss the notion that individuals are an all consuming machine in pursuit of expression and development through acts of consumption (Kornberger, 2010), known as self and social symbolism. It will discuss the contention of the benefits or detriments this social belief has in modern culture throughout all demographics. Lastly it will discuss the advantages and disadvantages the unescapable influence brands have on consumers, companies and society at large. Brands & Companies Initially, branding of goods began in ancient civilizations in order to determine what the product was and who it was created by as a practical order of business. However, in todays world there are a vast amount of products that can all achieve the same result and differ only...
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...the Problem | 5 | 3 | Purpose of the Study | 6 | 4 | Setting for the Study | 6 | 5 | Research Questions | 7 | 6 | Definition of Terms | 7 | 7 | Factors of Brand Loyalty | 8 | 8 | Grass roots marketing | 11 | 9 | Hypotheses | 12 | 10 | Methodology | 12 | 11 | Hypothesis Test | 13 | 12 | Sample Questionnaire | 14 | 13 | Respondents’ Information | 16 | 14 | Graphs | 18 | 15 | Analysis | 20 | 16 | Research Questions Analysis | 20 | 17 | Conclusion | 21 | Statement of the Problem This study focuses on various aspects of building brand loyalty towards youth consumers and how current marketing strategies in the clothing company industry are used. Typically marketing and public relations professionals have used branding and mass media as a way to increase visibility of a brand allowing them to stand out and create loyalty to said brand. Brand is an identifiable product, service, person or place augmented in such a way that the buyer or user perceives relevant, unique added values, which match their...
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...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...
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...T.C. MARMARA ÜN VERS TES SOSYAL B L MLER ENST TÜSÜ ŞLETME ANAB L M DALI ÜRET M YÖNET M VE PAZARLAMA ( NG) B L M DALI THE EFFECT OF BRANDING ON CONSUMER PURCHASE INTENTION: A STUDY IN TURKISH APPAREL INDUSTRY Yüksek Lisans Tezi ŞULE DEM R stanbul, 2008 MARMARA ÜN VERS TES SOSYAL B L MLER ENST TÜSÜ ŞLETME ( NG) ANAB L M DALI ÜRET M YÖNET M VE PAZARLAMA ( NG) B L M DALI THE EFFECT OF BRANDING ON CONSUMER PURCHASE INTENTION: A STUDY IN TURKISH APPAREL INDUSTRY Yüksek Lisans Tezi ŞULE DEM R Danışman: YRD. DOÇ.DR. A. MÜGE YALÇIN stanbul, 2008 GENEL B LG LER sim ve Soyadı Anabilim Dalı Programı Tez Danışmanı Tez Türü ve Tarihi : Şule DEM R : şletme : Üretim Yönetimi ve Pazarlama ( ng.) : Yrd. Doç.Dr. A. Müge YALÇIN : Yüksek Lisans - Temmuz 2008 Anahtar Kelimeler : Marka Çağrışımları, Marka Öğeleri, Marka Değeri, Giyim Sektörü, Tekstil Sektörü, Markaya Karşı Tutum, Satın Alma Niyeti ÖZET MARKANIN TÜKET C SATIN ALMA N YET NE ETK S : TÜRKIYE G Y M SEKTÖRÜ ÜZER NDE B R ARAŞTIRMA Bu çalışma, Türkiye hazır giyim sektöründeki marka çağrışımları ve marka öğeleri ile satın alma niyeti arasındaki ilişkileri incelemektedir. Bu amaçla, marka çağrışımları ve marka öğelerinin 1980 – 1990 yılları arasında doğan gençlerin satın alma niyeti ile ilişkileri ortaya konulmuştur. Çalışmanın çerçevesini belirlemeden önce Türkiye hazır giyim sektörünün durumu ve 1980 – 1990 arasında doğan gençlerin eğilimlerini saptayabilmek amacıyla literature araştırması yapılmıştır...
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...and even employees. This is not showing products that being sold in the market, but it is an expression that being given to the brand that they acquired. Kornberger (2010) explains brand in a way that “ truth is not from what contain insides things, but it is the knowledge on how we explore about things” I will emphasis on the topic of employee branding which being define and explain by Miles and Mangold (2004) which associate with individualism, job satisfaction, working attitude and behavioral factors, and the effects towards my satisfaction and loyalty towards company that has different working environment such different cultures, values, objectives and organizational management practices. I will also show some of the argument presented by some researchers which associating with employee branding techniques in order to support my working experiences (eg. Davis & Dunn, 2002; Cardy, 2001; Dowling, 1993;Ind, 2001;Mitchell, 2002;). I will also discuss about how emotional connection (David, 1991;Entwistle, 2000; Stuart, 1999b; De Chernatony, 1999; Mael & Ashforth, 1992) associates with the effectiveness of employee branding and also the organizations sales and marketing activities. Since 2009, I had started working as a part timers with Nike outlet store in a shopping mall. I am an athlete, therefore, I have a better knowledge on how a sportsman should have their sports attire. Thus, I had gone through a walk in interview by the outlet manager before being recruited...
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... ACKNOWLEDGEMENT I would like to thank for the people for their various contributions to complete this bachelor project. • • • • • Rikke Krogh, Secretary to the study board, Department of business, for her help and suggestion in every step of my learning activities My supervisor, Professor, Poul Dines, for his constant advice, assistance and guidance throughout the study Supervisor Professor Safania Normann Eriksen for her valuable insights and feedback into the research in the presentation held in the University. All the students of Roskilde University who participated in the study, for their valuable contribution and the time they gave so willingly. My family and friends, for their feedback and support during this study. ii Abstract Branding permits customers to develop association with the brand and eases the purchase decision. According Jobber.D, (2007. P.330) strong brands benefit consumers in that they provide quality certification, which can aid decision – making of purchasing. The study investigates the brand preference on mobile purchase among the students of Roskilde University. On this basis , this report deals with various choice criteria’s ( economic ,...
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...to look into Balmer’s corporate identity Quindrivium which is for author of this essay is like a breakthrough in understanding the concept of identity based view of corporation, this part shows that identity of corporation is combination of multiple identities which needs to stay aligned to build positive corporate identity. In (b) the author tries to link the concept of corporate identity with another element of corporate level marketing(Balmer, J.M.T and Edmond Gray 2003), that is “corporate branding”, and tried to look into concepts like what is corporate branding ?, relation between corporate identity and corporate branding , utility to each other, the misconceptions, how significance of identity to corporate branding lead the restructuring of AC2ID test to AC3ID test, how corporate Quindrivium helps in understanding of corporate branding as an outward bound identification of a corporation, and distinction between the two in order to uncover the characteristics of corporate branding, this part will show...
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