The Effects of Brand Marketing on Consumer Purchasing - Essay Example

This is the essence of solid brand creation, and Clarks appears well on its way to mastering this important concept.  It is important to note at the same time, however, that brand creation cannot be static today.  Clarks would be wise to continue to refine its brand in the coming years to better reflect a changing global consumer and to reflect the unique tastes and interests of consumers in various markets around the world.  With the Internet age upon us, Clarks no longer has to rely on physical store locations to expand its product, as the shoes and clothes themselves can make their way to customers in literally a matter of weeks.  What the focus must be on, then, is the refinement of a brand that changes with the culture and the times.  If Clarks can continue to master this, then the brand should continue to grow and be a force in the industry for decades to come.
 In today’s increasingly global and competitive age, the use of digital branding in marketing is no longer just for the few, but it has grown into a necessity if one wants to get noticed and realized.  There realized no better example of this global competitiveness than the footwear industry.  This industry as a whole has certainly had its share of turbulent times over the past two decades, yet some companies, such as Clarks in the United Kingdom have some managed age in a steady and progressive growth during this time.  Much of this is likely due to its willingness to engage in modern and cutting-edge marketing strategies, incorporating new and innovative digital branding strategies into that mix in recent years (Chan 2012). This study has been designed with the goal of better understanding the role that Clark's implementation of more robust brand development in recent years has impacted its ability the fight economic depression, retain customer loyalty, and position itself at the top amongst competitors in the industry as a company focused on the changing needs of their customers.  As Clarks has continued to grow, this project is designed to determine what role branding, both digital and otherwise, might be having in helping the company gain traction internationally, not just within the United Kingdom.  The company itself has consistently maintained a prominent market share, one that includes a more than respectable percentage share of the overall market in the UK and Western European region (Rowley 2014).  Through an exploration of the development of the digital progress of the brand, including the refinement of its online booking and service offerings, customer engagement initiatives, interactive offers, and its overall relationship management and loyalty programs, this study is an attempt to outline active brand development initiatives as one of the key factors that have established the companies strong digital and international presence.