Introduction
To me, a brand leader is a visionary, a team leader, someone who lives and breathes the brand and can take the brand to another level. Research describes brand leadership in a more organizational approach, as the “most widely sold and recognized product in a particular market segment.” (Brand Leadership, n.d.) The brand leader that I’ve chosen to discuss is characterized by both of the above descriptions. As the founder, pioneer, chairman and CEO of Kerzner International Holdings Limited (formerly Sun International) he has received global acclaim for his high-quality, innovative resorts and business acuity. (Sol Kerzner Profile, 2008)
Solomon (Sol) Kerzner is a world-renowned South African businessman born in the City of Gold, Johannesburg. (Sol Kerzner, n.d.)
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Sol Kerzner teamed with Gary Player to design a famous 18 hole golf course. The Mazagan offers the largest casino in Morrocco and also offers a variety of family activities. Like the other two driver brands, Mazagan has it’s own unique identity, look and feel.
Brand Architecture
Brand architecture is the brand structure within an organisation. (Aaker, 2009) There are five defining dimensions of brand architecture but for the purpose of this assignment I will only be discussing the brand portfolio structure, more specifically the brand hierarchy tree, with relation to Sol Kerzner’s organisation. I’ve chosen to use this model because it will clearly outline his organizational structure and emphasize the vast way in which he had grown it to what it is today.
The brand hierarchy tree is an organizational diagram with both horizontal and vertical components. The horizontal component reflects the sub-brands endorsed brands that are located under the ‘brand umbrella’ whereas the vertical component “captures the number of sub-brands that are needed for individual product-market entry”. (Aaker, 2009)
Brand Hierarchy
In the brand hierarchy show above, we have target our target audience at master brand .It let us more easy to understand the hierarchy of Microsoft, what we done been rationalize the brand portfolio from 300 brand to 7 strategic 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
According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends
Lederer and Hill’s Brand Portfolio Molecule analyzes an organization’s brand in a multidimensional view. Every organization should have a brand portfolio which categorizes how the organization identifies its goods and services in order to distinguish their product offerings from the competitors (Fortenberry, 2010, p. 76).
Being able to research and enhance my knowledge to brand leadership, I have been shown that there is only one clear contender to this title, Capital Health. With its continuous exemplary actions through brand identity, growth, expertise, etc., Capital Health is undoubtable the brand leadership leader within the region. Not only have I provided evidence to these findings but I have also provided what I feel to be are clear justification to these discoveries. Capital Health has been a recipient of countless awards and recognition and it is clear to see why. When are good at what you do, it just comes naturally and as a brand leader, it comes all to natural for Capital
Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.
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.
In the end, I developed the understanding that brand leadership(s) are those leading brands that are not only majority fascinating but highly relevant and outstandingly unique. They are often highly sought through by not only consumers but also by employees. Through brand identity and brand association, these institutions continue to grow not just for the consumers and organization but also for the economy. Outside of my mentioned developed understanding, I concluded that brand leadership is defined through a few
A brand portfolio is all the lines and brands that a company offers. The four brand roles in a brand portfolio are flankers, cash cows, low-end entry, and high-end prestige (Kotler & Keller, 2012, p. 123).
According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, 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 competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.
We are also informed that Knight is subordinate oriented, as per the leadership continuum developed by Tannenbaum and Schmidt. In this approach the manager allows the team to develop options and make decisions within their mandate which has been agreed upon at the onset. In the case of Knight, it is demonstrated on more than one occasion that he is prepared to sit and watch from the sidelines, whilst his executives make decisions. This style is very suitable for industries whereby there is a need for development of new products within the organization. In Nike, we observe that they are always in the process of developing new products and therefore giving his senior executives a “free hand” in developing new ideas and executing them is vital to the success of the organization.
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.
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
Michael et Augustin has to depend on the quality of their product in order to get in to the market. Among the bigger players in the market, there’s less differentiation, but since the large players have much more resources comparatively, this situation creates a high entrance barrier for the company. In A Better Way to Map Brand Strategy (2015), Niraj Dawar and Charan K. Bagga talk about the centrality-distinctiveness map (Figure 1). Centrality is the recognition and strength of the brand, whereas distinctiveness is the premium qualities of the brands that are resembled upon the customers. There are four different types of brands according to the article, and they are presented in Figure 1 in a 2x2 matrix: unconventional, aspirational, peripheral, mainstream. For Michael et Augustin, centrality is a long shot target due to the established market. However, distinctiveness can be achievable. Therefore, the company has to pursue a strategy to create an unconventional brand, and then transition into the aspirational part.
* The leader has a strong belief in the brand, and his unique vision allows the brand to be an “aspirational brand”