Global Branding Strategy - Essay Example

Running head: GLOBAL BRANDING STRATEGY Global Branding Strategy s Global Branding Strategy Nowadays, there are millions of consumers worldwide. There is a huge amount of products from diverse suppliers, from different countries, with different packing designs and names. But on the inside those products are more or less similar. Which one to choose is the question? Most people would pick the one which they either tried before or the one which they heard about. As a result some products are selling better, than the other ones. The effectiveness of marketing depends not only on the rational usage of marketing tools, but on the accordance of the product to a certain market, how well it fits to the market demand. Bringing this product to the market of consumers and creating not only a short-term, but a long-term consumer preference to a given brand among the competitors is an important task of marketing. . Brand is an impression about a product in the minds of consumers, the label, which is associated with a given product. The process of creating a brand and manipulating it is called branding. Basically, branding is all about the image of the product. A system of brands and branding-marketing started to develop since the middle of the nineteenth century. Branding developed in different countries, but the main contribution was made by the Great Britain and the USA. We will view the history of branding in the USA as an example. The brands appeared in 1870 as an alternative to a huge amount of products with a doubtful reputation and low quality, which flooded the US. At that time in America, as almost everywhere in the world, the factories produced a faceless production - soap, lamps etc, which didnt have a name and were bought by bulk buyers for retail selling (Yamin 2003 p604) . Holt in his book branding icons does add a meaningful new dimension to understanding how brands make a quantum leap to icon status. Hes assertive and provocative and always readable. Implementing a cultural branding, identity-myth, story-telling process could also meet some resistance in the client-agency relationship. imaginative briefs of this time and age frequently are vague , after delineation the strategic area, i.e., the target/core user, exclusive advantage, support, emotional sketch, quality, etc. by means of Holts storytelling as well as identity myths incorporated in the creative brief, he evidently crosses the line to implementation, the how to say it that is typically a creative privilege. In his book How Brands Become Icons, Douglas Holt explains why. The customary analysis of branding was that it was essential to recognize an only one of its kind selling proposition. According to Holt this is known as mind share branding, trying it’s best to leave an impression of the brands exceptional benefits on the minds of consumers. Yet, Holt says, for a lot of brands this method is not sufficient. He says these are known as identity brands. To support an identity brand one can very easily tell a story, one that resonates in the company of people, one that they would like badly to be part of. Corona twisted itself into the party beer with advertisements that told a whole lot of stories of people drinking it on the seaside during spring break. Mind-share branding operates in an unusual way: it works by throbbing on about the benefits of the item for consumption. But Holt tends to believe that this is appropriate only intended for low involvement goods otherwise business-to-business services (Schmidt 2001 p575). Brand consent methodology has just been developed that has been an enormous achievement. To date, a client has been using it for forecasting, but we consider it has immense prospective as a branding tool. Brand Permission procedures are certainly degree to which customers acknowledges a brand as a rightful contestant for their business, in whatsoever business segment. The brand permission notion is fairly simple. We identify that in any known market, brand imagery will resonate at times a lot more strongly, and at other times not so strongly so in addition to that this will intensely impact the possible success of a brand relative to its opposition. The terms Mindshare and Brand share can be used to understand this phenomenon (Schmidt 2000 p 104). The core strategies of branding are mindshare, cultural , emotional and viral branding , and all three are described in this paper. Mindshare is based on involvement, the degree to which customers connect a brand by means of the product or service, and is an access of awareness. However awareness is in itself an unfinished measure for the reason that we dont recognize the probability that brand awareness will be changed to brand preference. Brand Permission now layers a similarity, measure the amount of attention the customer has in doing business by means of the brand atop mindshare. An influential way of employing Brand Permission is as a market prospective discounting system. It can be practical as a multiplier in combination with a clients market-sizing estimations linked with a brand. The product of market magnitude gives an estimation of the client with brand potential and in turn this estimates revenue-comparable across different opportunities (Ramarapu 1999 p97). Mind-share analysis tends to look in to the position allocations (constant-sum task) that respondents allocate to a variety of mindshare divisions -First Mention, each and every Unaided Mentions, in addition to total Mentions. The tendency itself is extremely significant. If the slope is downhill the brand is in at first in a strong place but possibly will miss out on share according to the proceedings of other obtainable brands or the entry of any new brands into the market. Other brand profiles point to who the marauder competitors are (or will be). If the slope is increasing, the brands preliminary position is weak as well as share will be complied to agree over time. Noticeably, the former is the more sought-after profile for a brand to encompass. Mind-share is perhaps a lot more essential than market share, can be achieved all the way through an outstanding, holistic as well as permanent brand communications approach that is particularly meant for consumers (Samiee 1993 p17). The effort to achieve this situation for any brand is intricately and unquestionably multifaceted, as well as time-consuming. Equally important to Nikes core brand positioning of being a champion -or at least the idea of becoming one -just like Tiger Woods or Michael Jordan, is intimately real and apparent in the minds and hearts of Nikes consumers. Successfully delivering these distinct and central messages, both have harvested and enjoyed brand success at a global scale. In spite of the difficulty of human psychology, equally Marlboros and Nikes core brand messages have profoundly made place in the mind and heart of a lot of consumers as well as, and these message will remain for quite sometime. These brands have designed their branding programs well as well as communicated them productively. Without even thinking twice one can say that mind-share is vital and may well be that one key element in supporting the prolonged existence of a brand (Schroeder 2005 p 56). HSBC, The worlds local bank, had built up a unique reputation as a global brand with an intimate understanding of different cultures around the world. While this approach had worked extremely well for an affluent business audience, HSBC now wanted to connect with a broader audience on a more personal level. The communications solution was to dramatise HSBCs belief that differences create value in a distinctive and emotionally engaging way; one that polarized the audiences viewpoint and prompted debate. It provided a unified global platform for all communications which was then tailored to each market. To maximize effectiveness, it was necessary to expose the audience to multiple creative messages. Contextual media positioning enabled 57 print and outdoor executions, 14 broadcast executions and 10 digital pieces to be used to full effect, offering up a jigsaw of topics for peoples consideration. For the first time, international press included lifestyle titles. Being a one-to-one medium, digital was placed at the centre of the media strategy. HSBC launches its largest Australian advertising campaign the $5million, ten week campaign is the first phase in an ongoing focus to build the global HSBC brand among Australian consumers. The campaign is the result of nearly a years worth of both global and local customer and creative research and links in with a global brand campaign to be rolled out across 77 HSBC markets around the world. The activity aims to increase the strength of the HSBC brand in Australia and with HSBC research showing local spontaneous awareness at 15 per cent in Australia, there is a significant opportunity. With over 110 million customers in 77 countries and territories around the world, no bank is better positioned to understand differences and while that promise has always been a central tenet of HSBCs marketing, the new brand campaign sees HSBC showing it in a new way. HSBCs research showed that above all, consumers want to be listened to, they want to be respected for their individuality and they fear that they will lose their identity through globalization. The banks new print advertisements are accordingly thought provoking. Creative shows alternate images with attached labels, showing how different people can have different points of view on the same issue. HSBCs TV advertising takes it one step further, dramatizing a series of topics and asking the viewer to come to their own point of view. Topics range from light- hearted to socially aware and provocative, demanding people to evaluate their own points of view. The campaign will run across TV, print, outdoor, ambient, online and in HSBC branches. (www.mindshareworld.com/output/Page1502.asp) The emotions and feelings that are perceived when you see or listen the name. It pleases us or not, it invites us to put up for sale or not, it produces us harmony or stress, self-assurance or fear, etc. A Bank may spread in its customers Confidence and tranquility. A brand emerges after a company interacts and builds an association by way of the customer. This enthusiasm builds up, people keep in mind the brand and then it becomes an indication for them in their every day life. Apple for instance is a much loved example of emotional branding. Managers feel jealousy for the astonishing relationship the iPod has with its consumers. A good example of emotional branding is Porche which is positioning the SUV as a family business sports car and not just a car for the youth Emotional branding pays attention to how this brand real meaning ought to be communicated. Marketers like to believe of brands as a psychological occurrence which stems commencing the insight of individual consumers. However what makes a brand is the joint nature of these perceptions (Quelch 1986 p 30). How does a successful brand continue its association with the customer? Motivation is completely on emotions — the vocabulary emotion and motivation together create from the same Latin verb significance to move. In order to motivate an important person we have to move them emotionally. Aristotle was the first to identify the power of emotion to influence others. He stated that rational argument encompasses logos (logic), ethos (character) as well as pathos (emotion). And what was used in ancient Greece still is applied today. The most excellent way to get someones attention is to arouse an emotional reaction (Roth 1986 p78). This is why the for the most part the most successful advertisements are not full of information but full of emotions. The feelings evoked by means of an advertisement over and over again have no rational relationship to the product. What is significant is linking the preferred emotion with the brand. Organizations of all kinds can profit from emotional branding. The more people unite a product or service with a positive emotion, the more eager they will be to depend on it. Following are a number of ways to fortify the emotional quotient of a brand as well as gather the benefits of emotional branding (Segal-Horn 1996 p 6). Customers react well to brands that ascertain partnerships based on reciprocated respect. Organizations ought to respect customers limits and act in response to their needs. Try to connect your product or service by means of a customers wishes rather than requirements. For instance, customer requirements a car to get preliminary point A to point B. on the other hand; they possibly will desire a car that will make them feel special, privileged or essential. To be extra successful, fulfill your customer’s most intense desires. Be what you say, along with say what you mean. This builds trust as well as trust drives uptake. Customers like to feel that those they are being dealt with care as well as their needs and desires are being fulfilled basically the customer likes to be pampered. Emotional branding is a strong and helpful tool. When applied appropriately, it can increase uptake of your products as well as services and lend a hand in establishing a stronger relationship with your customers (Aaker 1997 p 137). Football is a religion and Manchester United is the preacher of this religion. It has a cult following of over 50 million all over the world. The fan base spans several generations. Manchester United is just not a football club that aims at winning matches on the pitch but is an extremely well organized corporate entity that believes in exploiting its brand all over the globe. The club has been through many ups and downs during its existence over 100 years but it has been able to create a very sound emotional base. Brand Manchester United is built upon the performance of the club on the pitch. Media plays an extremely important role in maintaining and strengthening this brand across continents. The club does not have a very big fan following in the Australasian region and it is always sound business strategy to move from a position of strength rather than send a team that does not have the big names to support the clubs fame. Manchester United is by far the most successful name in football club history. It has an enormous cult of followers totaling over 50 million people all across the globe (Albert etal 2001 P412). The club maintains a very strong team based approach to branding and maintains that the club is bigger and more important than any one player or players on the squad. Manchester United has not only played well on the pitch but has also utilized every opportunity presented to it. The club treats its fans as its biggest assets and uses media as the means of bringing football and its fans together. The club would need to weigh both the opportunities presented to it in the light of strengthening its brand overseas the club has utilized this strategy to the optimum best and has created a brand that equals some of the best brands in the world. A brand as big as Manchester United looks towards building a long lasting emotional relationship with its fans. This not only generates revenue but also helps the brand to increase its fan base by word of mouth marketing. If the club looses the tournament it may very well loose this advantage. The clubs decision of not visiting Australia may give . Todays football is not just a game of Football on the pitch but a multimillion dollar corporate game played in the world markets(L Keller 2003 P67). Today, cultural branding is very different from current challenger to mind share, supposed viral branding (www.aef.com/pdf/Chapter_2_holt). As the given name suggests, viral branding pays attention to the paths of public influence: how non-company actors control customers to give importance to the brand the brand. The viral approach is a compendium of ideas entrenched in the classic ideas regarding public influence, dispersal of innovation, word of mouth, as well as public relations. Viral branding tends to believe that that consumers, and not firms, have the for the most part influence in the designing of brands. Pessimistic consumers will no longer pay attention to the missives of mass marketers, so as an alternative they have to find out brands on their own (Prahalad 2003 p89). Viral branding pays attention to the paths of public pressure: how non-company actors influence clientele to give significance the brand. The viral approach is a compendium of ideas rooted in the classic ideas about public influence, diffusion of improvement, word of mouth, as well as public relations. Viral branding believes that consumers are the ones who have the most influence in the designing of brands. Pessimistic consumers will no longer listen to the missives of mass marketers, so in its place they have to discover brands on their own. (Brands rely on this type as an alternative to traditional methods to engage customers, and as a result, spread information about their brands both on- and later offline. But as by means of whichever method, whether TV advertising, direct marketing, or else online branding, theres a correct way as well as incorrect way to go. But since now a days there is an online culture that embraces vagueness; viral branding and marketing can be a dim area. As the practice continues to develop, the industry implemented some tangible guidelines as well as principles to keep ourselves from endangering a marvelous marketing tool (Schipchandler 2000 p34). A good example of this kind of branding is Tamagochi as The Tamagotchi even now is a well known phenomenon. Over two whole years it still pays concentration to what the public wants for instance Some of you may remember a popular toy and game, still available, called Tamagotchi that was introduced into the United States in the mid-1990s (www.ere.net/articles). Intriguing new game has emerged from Taiwan that may well find some avid players here. The internet-based game, which is attracting female players by the thousand, turns men into virtual pets (Seifert 1989 p 67). It was designed to give women a chance to reverse traditional gender roles in Chinese society and give them more control. Similar in concept to the Tamagochi craze that swept the globe a few years ago, this game allows players to select a male ``pet from a collection. Should it not be to their liking, the male can be simply terminated with the click a mouse key. To thrive, the cyber-male must work hard to win the affection of the female player. But unlike Tamagochis, these pets are real men who have registered on the games website It seems there are quite a few men in Chinese society who like the idea of being subservient to their female counterparts and use the game as a way of doing this anonymously. The games makers intend to extend the games features and allow the ``pets to be able to send real gifts, such as flowers and chocolates to their masters. When the toy is first turned on, the player had the opportunity to give birth to an animated pet. Their job is to take care of their virtual pet by feeding it, giving it praise, keeping it clean, and so on Periodically, the pet cries and the child has to figure out why and take the appropriate steps to keep it happy. The programming is quite sophisticated and challenging and some children become addicted to their pet to the extent that schools have banned them as a distraction. What they did here was that they created something different from all games and that’s what the masses wanted. They were triad of playing all those normal arcade kind games(www.ere.net/articles/db). A classic example of the viral approach is Hotmail, the free email service started by Microsoft. Hotmail attracted 50,000,000 users in one year simply by explaining how to sign up for the service in each user message and by relying on customers to help spread the word. Another good example of viral branding is People with camera phones take between 15 and 200 pictures a month. They contribute to them through their friends by viewing simultaneously on the phone as well as by Bluetooth or infrared transport to each others phones(Sandler 1992 p16). Leverage this recognized Behaviour by as long as personalized shareable imagery promoting your brand or products. generate digital images of funny adverts or cartoons or incident notifications by way of a space for the consumer’s image. Then publicize the chance to contribute to the target market. just include your pic more number in the endorsement alluring consumers to accumulate it on their phone. Then when it suits them they obtain the photo as well as send it. Just in seconds the picture come on to the operators screen along with the senders mobile number. After making certain the picture is satisfactory click the thumbnail to make an automatic compound of their submitted image as well as your branded image. The compound is then sent back to their telephone for them to contribute to with their friends. The more pretty the merged images are, the more rapidly as well as wider the virus will spread. Viral techniques can be a very powerful web marketing tool, but one that needs to be used carefully and with considerable thought. If you are giving something away then it has to be something of value, quality, information, quality software, and quality service. Cultural icons and commercial brands both have meaning that goes further than their physical properties, practical character, and business value. This significance rests largely in their ability to carry and communicate cultural meaning. Culture-specific meaning normally resides in the extra theoretical qualities of the commercial brand that make available mostly symbolic or value-expressive functions to the individual, what are commonly known as brand personality attributes. That is, in contrast to the utilitarian attributes associated with commercial brands e.g., Levis jeans are durable, which tend to demonstrate limited variability in meaning or importance across cultures. the symbolic and expressive functions provided by a tend to vary to a larger degree because of the fact that individuals vary in their needs and self-views (Ryans, 2003 p 9) . A good example of cultural branding can be cultural branding Manchester united big brand idea is a cultural brand strategy so that it can be positioned as a European leader in football . Manchester desires to champion this cultural brand idea it is thinking of doing it first locally, then nationally, finally, globally (Roth 1996 p 12) Note that the above processes of cultural-meaning creation and redefinition occur over time and involve many different fragments of society, e.g., consumers, companies, technology, political and cultural institutions. Given this complexity, it is difficult to design specific studies to explicitly model these mechanisms and their directionality that are not decontextualized or overambitious. Accordingly, in the present research, we focused instead on providing insight into a slice of this phenomenon by examining some of its perceptual and structural elements: how individuals organize the symbolic and expressive attributes associated with commercial brands and how this organization may vary across cultures (Simms 2003 p37). Volkswagen provides a safe car that with a good for environment system. And it help for environment, will not make pollution to damage atmosphere. Do the best in quality vehicle sales and service and to continue to enhance our long-standing reputation of fostering a family atmosphere that creates high employee loyalty and customer satisfaction. Volkswagens market share is growing and it is standing in 9% market share in the global car market. And we want to position the Volkswagen brand as a global leader in the quality car market (Worth, 2003 p 36). There is a Association is called Australian Automobile Association that concern about the environment on greenhouse issues that are encompassed in the paper climate for change - global warming and the Automobile. Also, they did a survey about this, there are 75 percent of motorists said they were concern about the effects of the cars on the environment, with 22 percents stating extreme concern about this. So we developed the good fuel system that in the fuel standards. Today’s global market demands products that are simultaneously an emanation of their place of origin and an interpretation of their target markets, as well as inherently innovative and original on their own account (Quelch 1986 p30). And small car yet densely packed with technology that also says something about its country of origin in the way it epitomizes one of the basic concepts of Japanese culture: its ability to pack a lot of activity into very limited spaces. Product strategy should enhance the pre-existing image - compact and cute car and the Volkswagen corporate name. This family-branding strategy of the New Beetle cabriolet is an effective tactic to strengthen existing brand awareness, corporate name and create new awareness for the product. So they should enhance their brand when the advertise and etc (Ryans, etal 2003 p 34). Thus in my research I discuss the importance of the Brand for the consumer and all the strategies regarding the creation, the planning and the development of different strategies in order to reach the best profits. Brands can have extraordinary powers of influence. After all, it is the brand, not the product or the corporation that wins the consumers loyalty. A brand may provide confidence to the consumer about the quality of the product and gratification of image of self. The process of giving a name or brand affiliation to a product has developed rapidly this century. Brand marketing grew alongside the consumer society, supported by the surge in consumer durables and the expansion of commercial television. It is easy to see that for the business, branding is the most essential detail to reach the success. It is a way to create a communication between producers and consumers. It takes a lot of time and talent to create a good brand. The brand is an increasingly important concern for marketing researchers and practitioners. Branding gives consumers the assurance that their next purchase of a product will give them one which is virtually identical thus it can be said that mindshare, emotional, cultural and viral branding are all core branding strategies. Bibliography Aaker, David and Joachimsthaler, E. (1999). The Lure of Global Branding. 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