INTRODUCTION
Developing a brand is a process driven by the vision and purpose of the organization. The purpose of the essay is to discuss the concept of brand platform and its elements on the literature of this topic. A coherent brand platform is utmost critical and essential for the success of any organisation. A brand Platform inherently distinguishes any organization from its competitors. The main purpose of this essay is to discuss the foundation of the organizations vision, mission, value, personality and tone. Furthermore the essay aims to discuss Vumatels brand platform and how it could be improved by concluding recommendations.
Transition in the strategic
ELEMENTS OF BRAND PLATFORM
Market Point (2015) defines a brand platform as ‘A
…show more content…
Similarly the service provision is also done directly in distinctive areas. Fiber network aids in speeding up network connection in homes and business offices, which benefits both the service providers and customers. As an Infrastructure provider, Vumatels brand vision is to become one the best infrastructure providers in South Africa within the next years. Vumatel teamed up with Investec, whom share the same vision of creating a connected South Africa(Bremann, 2014)The investment provides the business with the ability to connect up to 100 000 by 2016, and furthermore enriches Vumatel to become one of the top FTTH providers in South …show more content…
To achieve the vision of the organization vumatel aims to expand the areas where they provide fibre optics. The service provision is currently done in South Africa and Vumatel plans to expand to Africa in the next 10 years. Through advertising, good service provision, customer satisfaction reliability and honesty Vumatel aims to achieve its mission. According to Cool Ideas (2016) Vumatel's main mission is to bring fibre bring fibre
A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.
Versa VPN is working as VPN vendor since 2010 to facilitate the users with secure and anonymous browsing. They provide an above average service to their clients with their business philosophy to deliver the best internet security with finest levels of quality keeping it within the reach of common internet users. Versa VPN suppliers maintain its quality and make sure it users’ end by restricting 20 number of clients at each server. They are providing best customer care support through different methods including email address, telephone number, ticket support, Twitter account, and Live Chat option. They also ensure a reply to every query within 30 minutes.
industry, VMO will have a creative edge on our network that allows customers to directly access
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
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).
An important tool in marketing, to a successful product, is its company brand name. Today the impact on branding a product has greatly increased the interest of the researchers and the academics. A brand name of a product arouses emotion, memories and a close relationship with the customer. On the other hand, global branding has a greater impact on the customers throughout the world. When it comes to globalization, the growing and expanding of a business solely depends on the brand of the product.
VZ has been actively working on offering innovative products and technologies to its customers to sustain its revenue growth. It recently acquired XO Communications' fiber-optic network business to support its new technologies, including
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.
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.
Their aim is “to create a better business with a better future” and their objectives are to be the brand for business for UK SME’s, to drive broadband based consumer services, to be the best network provider, to be a responsible and sustainable business leader, Virgin make a profit by providing a range of Virgin branded products and services which endeavour to be ‘better, fresher and more valuable’ than those that are currently
According to Keller (2012) state that brand identity and image as two key vital tools to manage brands effectively, Furthermore, as shown Figure 2, Brand identity at the sender side, to deliver such as brand meaning, aim. Also, it exist the other source: firstly, company might consider the mimicry situation and marketing area; second, Stella create hers company exactly based on hers lifelong vegetarian faith. Message side shows the nature factors of brand, the product Stella mainly provide, target markets, stores located and the communication with customers Like Stella target their customer as 20-50 years old people with higher income; Good fashion awareness; prefer design and high quality clothing; Eco-friendly, conscious women (Drexler, 2014). In this process, it exist competition such as Alexander McQueen, Vivienne Westwood which has similar sustaining operation background (Cronin, 2014). At final stage, brand image as Receiver side, customer receive Stella particular image. For instance, Point-of-Difference (POD’S) attribute stand out Eco-fashion, vegetarian image, environmentally and sustainability conscious (Stella McCartney, 2015).
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
Although brands do not solely refer to businesses and their products or services (e.g. charities, countries, celebrities), this essay will discuss their relevance to profits with regards to business operations unless specified. Where most companies must at some point make a decision (consciously or unconsciously) whether to brand their company or not, that question is often rhetorical. Brands are established whether the marketing manager says they should or not. The decision really is whether to implement conscious brand management within the business or not. That is the difference between a strong brands and weak brands. Where
To offer low-priced fiber-optic network that covers connections to major cities in the US focusing on the internet traffic for service providers and corporations. The plan starting from gathering funding from investors to build up a high capacity fiber-optic network that linked major cities in the US, then cut prices to attract major users of the networks including corporations, Internet service providers like AOL and traditional telecommunications companies.