Building Global Brand

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

Successful brands build successful products when the product is one that the consumer desires as opposed to needs. Companies selling these types of products must put additional effort into marketing activities like brand

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

It is important to make and meet promises, and equally important to highlight the delivery of these promises. Our marketing communications should focus on the delivery of promises, because that will influence customer perception and enable us to generate a reservoir of goodwill and first-rate reputation. Slogans are commonly based on customer satisfaction, with an example being “Satisfaction guaranteed” by Wal-Mart, and Prestige Worldwide should follow this process (Henard, Szymanski, 2001).

Many consumers swear their allegiance to brand names. Branding is the marketing tool many companies invest in to become an in-demand product or service on the market. According to Ogden & Ogden (2014) “The use of branding has become more important because customers relate to a brand on an emotional and personal level” (p. 305). Marketers understand the relationship between consumers and an emotional bond with their organization’s product. Marketers use the relationship to drive their brand to gain recognition and acceptance. Recognition and

Luckie's Professional Consultants must continually cultivate a trusted advisor role with prospects and clients alike for the business to grow. The most critical aspect of the domestic and global branding strategies is the focus on how to become and sustain the positioning of a trusted advisor. As Luckie's Professional Consultants is in a high-end, very complex service business, the need to manage expectations of clients and deliver experiences far beyond what customers is expect is critical to their growth. The domestic and global branding strategy needs to reflect the value of continual excellence of performance on clients' projects, with the focus being on continually surpassing their expectations as well. The core strength of this business will be how much it is trusted and considered an essential element of any client's strategies across the broad base of services the company offers.

It has been asserted (Kennedy, 2012) that, a brand collects name, symbol, design, logo and term together, intended to identifies and differentiates a product or service. Consumers regard brands as an essential element of the

Choose a organization and critically analyze the following based on the brand of the organization

Most of the previous studies are carried by marketing scholars since branding is an extract of marketing discipline, conceptualization of product branding is purely outside-in thinking and stakeholders are consumers and customers only. The paper tries to describe the movement towards corporate branding from product branding and can be best quoted as ‘shift from classic branding to corporate branding’. Furthermore, branding literature argues that CB

Nowadays the global market is quite attractive for high competition environment. In order to be visible in global market, brands can be used to play an important role. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage.

Branding carries benefits for all parties involved in the exchange process and, in theory at least, makes it easier to buy and sell products. As illustrated in Figure 1, Brassington (2003) concluded that branding benefits from three factors: consumer, retailer, and manufacturer. Neumeier (2003) points out that brand is a gut feeling because customers are emotional, intuitive beings despite their best efforts to be rational. It is a person’s feeling because, in the end, the brand is defined by individuals, not by

A brand is a way for customers to identify goods and/or services that a company is providing and helps differentiate them from competitors, and their experience of the company and the products will reflect their brand equity (Kotler, Bowen, & Makens, 2014; Bailey & Ball, 2006). There are two definitions of a brand; the first is the product plus definition, where a brand is seen as an identifier for the product (Ambler & Styles, 1996). The second definition, which more relevant to today’s environment is the holistic view, where the brand includes all elements of the marketing mix and is not solely based on the product (Ambler & Styles, 1996). Keller defines brand equity as “the differential effect that consumer brand knowledge has on their response to marketing activity” (1999). A brand aims for positive brand equity so that consumers will choose their products/services over the competition and therefore increase their market share (Kotler et al., 2014; Rangaswamy, Burke, & Oliva, 1992).

A successful brand is the most valuable resource a company has. In fact, one authority speculates that brands are so valuable that many companies include a “statement of value” addendum to their balance sheets to include intangibles such as the value of their brands. Brands are used as external cues to taste, design, qualify, prestige, value and so forth. In other words, consumers associate the value of a product with the brand. For example, the value of Kodak, Sony, Coca-cola, Toyota and Microsoft is indisputable. One estimate of the value of Coca-cola, one of the world’s most valuable brand places it at

As mentioned before it is essential that the company has a good understanding of itself. The traits described above should be used to portray the brand identity – ‘A unique set of associations that the brand strategist aspires to create or maintain. These associations represent what the brand should stand for and imply a potential promise to customers’ (All About Branding) - of the company. However, the message a company wishes to deliver and how it is perceived by the consumer (brand image) may be very different. Rekom et al. discuss the importance of the essence of the brand and how consumer’s ‘naïve theories’ may impact on the brand. According to Reckom et al.(2006) naïve theories are the associations consumers have to organise and ‘casually link the different characteristics of the brand.’ It is these casual links that form the corporate brand personality in the mind of the consumer. Based of feedback the company receives from consumers, through market research, it can see if its brand identity is inline with consumer perception. If it is not, then the company will have to augment its marketing communications strategy to suit its consumers. This is a very delicate area as diversifying too far from the brand identity may result in rejection from the consumer. This is

It is important to understand that a brand is a key asset for a firm especially when it involves