Marketing Strategy For A Brand Image Over The Long Haul

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

Brand strategy is of upmost importance when it comes to customer visualizing a company. Branding is critical to the company as well as the product. The company brand embodies what the company is about,including the product (Hatline, M.D. & Ferrel, O.C., 2014). Branding provides the company with leverage when it tries to enter new markets Whether that be new locations or new product offerings (Douglas, S. P., Craig, C. S., & Nijssen, E. J., 2001).

A close look at the brand identity will help usto assess how successful have been their advertising campaigns in order to create a brand image, while considering the value system of the audience to be targeted.

The definition and importance of brand has been discussed by many scholars. Kotler (2006:334) defined Brand as ‘a name, term, symbol or design which helps the sellers to differentiate its products and services from its competitors’. Duncan (2008:70) claimed that a brand is a perception of a company or a line of products and services which is result from the experience and information. About the importance of brand management, Groucutt (2005:120) stated effective brand management can help a company gain and sustain competitive advantages. According to branding; the corporation can obtain legal protection through copyright, trademarks and patents. In addition, the company can also add value to its product and services. Furthermore, a brand can help the company to differentiate its

Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates

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.

relevance in the context of global branding. In doing so, the paper will present literature

Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from

Finally to discuss the advantages and disadvantages and to draw a conclusion on the key areas that was highlighted.

The economic base over the past fifty years has undergone a major shift from being production centric to consumption centric as consumers have made a transition from the sphere of rationality to the realm of desire and wants. This shift has contributed significantly towards the birth of an economy driven by people, making it resoundingly lucid that customers are now in the seat of power, compelling industries to treat ‘customers as king’ by offering them their desired products at the demanded place and time. In such markets where industries are producing homogenous products and competing against each other to satisfy the needs of ever demanding customers, branding plays an imperative role (Lafferty B,2001). It is branding that provides companies the competitive advantage by contributing towards image creation, creating differentiation and customer recognition thereby highlighting that branding in present day is paramount (Shipley D; Howard P ,1993)

Brand positioning can play a pivotal role in the overall success of a brand and is described in the following ways. Kapferer (2008 p. ) argues that “brand positioning is about emphasising the

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.

The paper will also discuss the brand positioning strategy and how it gives a unique identity for brands and also how branding can change the customer negative

Turkish Airlines (THY) is a national air carrier company established in 1933 which is recognized specifically as a Turkish global airline brand (THY:a). An examination of academic database reveals: extensive literature on the study of brands (Journal of Brand Management and the Journal of Product and Brand Management); but limited sources on the airlines industry and THY in particular. There are two main theoretical traditions: Positivist (the brand is owned by marketer and consumed passively) and Interpretative/constructivist paradigm (nature of brand and value of brand equity is created in an interaction between brand and consumer). There is no agreement among academics as to how to define brand construct and conceptualise a brand. (Kapferer: 2012: 7-12; Keller, 2006:260). ). The main theoretical approaches include: identity, cultural, consumer based brand, personality, relational, community and economic. Various theoretical traditions will be drawn upon as they assist in shedding light on THY branding strategies.

In this study, analysis of management and customer perspectives on various branding elements used in the Indian retail banking industry was conducted. Based on responses in table 1-A and Table 2-A, gaps were identified in five out of seven brand elements namely Bank logo, Bank advertisements, Bank atmosphere, Bank general communication and Bank personal communication, as shown in Table 3. No gap was found for 2 branding parameters - Bank name and Bank appeal. The gap analysis method showed that while brand practitioners have positive perspectives regarding how their customers view the banks’ brand, it is strikingly different from what customers are thinking. So while bankers are very confident regarding projection of their