Category: Brand

Identity Vs Personal Branding

Identity can be defined as, the characteristics that defines someone, for example a person’s name is a form of identity. Identity can refer to one’s personal identity as an individual, or one’s social identity as a member of a group (Marwick 2013, p. 355). Identity changes for each individual, as people present themselves differently based on context and audience. For example, one’s identity may be different to when they are around family, compared to when they are around friends.

Personal branding can be defined as “the process by which an individual actively tries to manage others’ impressions of their skills, abilities and experiences… the practice of marketing oneself to society” (Johnson, 2017, pp. 20-21). The concept of personal branding can also be identified as “storying the self”, (Potter 2012, p.39). An example of effective personal branding is Oprah Winfrey. Nowadays there is substantial value in the name Oprah, and she has managed this by being consistent and staying true to her intentions. In contrast, there are also times when personal branding goes completely wrong. Bill Cosby is an example of a personal brand that tarnished. Bill Cosby’s brand was one that was seen as being family-orientated, but when rumours that Cosby had assaulted women came to light, and when numerous women made certain accusations, Cosby’s personal brand was destroyed. Resulting in the loss of TV contracts, public honours, and his entire future as an entertainer.

Identity through social media sites is frequently communicated through customization. Online profiles can be expressed through “a variety of digital tokens, such as pictures, avatars, nicknames to represent themselves”, (Marwick 2013, p. 358). Social media sites have enabled the social construction of identity to become more visual and self-established. Because of social media sites, people are able to be selective as to what characteristics of themselves they want to display online. Your online identity is determined by what you post, who you follow, what you tweet, what you love-heart react etc.

Context Collapse is defined as a term that relates to the lack of context on social media. A performance that is collectively shameful “becomes a permanent and public record”, when it takes place on social media platforms, (Athique 2013, p.104).

It is always of great importance to remind yourself that everything posted is public, know your privacy settings, know your audience and know your boundaries. From the examples used throughout this learning journal, it is exceedingly easy for one’s online persona to become troublesome, due to the unclear distinction of online and offline identities.

BIBLIOGRAPHY

1. Athique, A., 2013, Digital Media and Society: An Introduction. Cambridge: Polity, Cambridge.
2. Black Enterprise 2019, Oprah Winfrey has the 2020 Vision for your Best Life, viewed 31 October, https://www.blackenterprise.com/oprah-2020-vision-tour/
3. James, G 2018, Top 9 Personal Branding Disasters of 2014, viewed 31 October, https://www.inc.com/geoffrey-james/top-9-personal-branding-disasters-of-2014.html
4. Influencer Marketing Hub 2018, 12 Incredible Personal Branding Examples that will Inspire you to Build your Own, viewed 31 October, https://influencermarketinghub.com/12-incredible-personal-branding-examples/
5. Johnson, K.M., 2017, ‘The Importance of Personal Branding in Social Media: Educating Students to Create and Manage their Personal Brand, International Journal of Education and Social Science, Vol. 4 (1), pp. 21-27.
6. Marwick, A., 2013, ‘Online Identity’, in J. Hartley, J. Burgess & A. Bruns (Eds.), A Companion to New Media Dynamics, Wiley- Blackwell, West Sussex, pp. 15-32.
7. Magrath, M 2019, Substantial Support from State Attorneys General on Identity Theft Rules, viewed 31 October, https://www.corporatecomplianceinsights.com/substantial-support-from-state-attorneys-general-on-identity-theft-rules/
8. Oxford English Dictionary 2019, Oxford English Dictionary, viewed 31 October, https://www.oed.com
9. Parade 2014, 7 Things you never knew about Bill Cosby, viewed 31 October, https://parade.com/336806/viannguyen/7-things-you-never-knew-about-bill-cosby/
10. Potter, L., 2012, Digital Media and Learner Identity, Palgrave Macmillan, New York.

Brand Communication: Significance And Difficulties

BACKGROUND

‘Worth, Combination, Administration, Trustworthiness’. These were the primary rules that brought through the business from that point onward, with the present qualities sitting at ‘Worth, Honesty and Vision’, coordinating superbly to their motto ‘Never Intentionally undersold’. The lead store on Oxford Road started as a drapery shop, opened by John Lewis in 1864. In 1905 Lewis gained a subsequent store, Diminish Jones in Sloane Square, London. 1933 the organization bought its first store outside London, the since quite a while ago settled Jessop and Child in Nottingham. In 1940 the organization purchased Selfridge Common Stores. The first John Lewis store developed as a major aspect of a mall was the moved Jessops, in Nottingham, which has been in the Victoria Place since it opened in 1972. A few Waitrose own-image items, for example, cleaning materials and gathering writing material, are additionally accessible from John Lewis. On 4 September 2018, John Lewis experienced a significant rebrand to become John Lewis and Accomplices. Waitrose experienced a comparative rebrand. In October 2018, enlistment site for sure named John Lewis and Accomplices as the UK’s eighth-best private area business, in light of great many worker appraisals and audits.

OBJECTIVES

• Its motivation is ‘the satisfaction of every one of our individuals, through their advantageous, fulfilling work in a fruitful business’, with progress estimated on its capacity to continue and upgrade the position both as a remarkable retailer and as a flourishing case of representative possession.
• To offer extraordinary items, administrations, aptitude to our clients.
• To give motivation and an approach to make customized balanced assistance with our clients. Since it needs to be one of the main UK retailers.

STRATEGY

At John Lewis and Partners, a representative is not only a worker – they are a co-proprietor of the business. To mirror this significance, in September 2018 we set out upon a rebrand and changed from ‘John Lewis’ to ‘John Lewis and Partners ‘. They propelled an activity called # WeAreParnters.

It shows the effect a little group of people, can make on an association. They at that point attempted the most noteworthy change in our media methodology – highlighting Accomplices to dispatch the 2018 Christmas advert. The dispatch was given over to 25,000 Accomplices around the nation before any paid channel and the Greatest thought is Christmas Battle Target showcase focuses on the organization’s picked client, whose needs and needs coordinate the item or administration that is being offered. John Lewis does not have a specific particular objective market as they offer a variety of items that meet distinctive client tastes and prerequisites. This is because of the way that ‘buyers contrast broadly in their individual image decisions’. John Lewis conveys items to customers inside the UK. Socioeconomics incorporates both male and female clients who might require a normal salary of over £40,000 every year to buy too good quality item offers. The attention is on the client as Mayfield (2018) a chief expressed ‘hope to see more concentrate on the client, more spotlight on development’.

PROGRAM OR TACTICS

To convey this move they saw social media as a center channel to use, giving our Accomplices an approach to lock in straightforwardly with clients. Internet-based life is PC based innovation that encourages the sharing of thoughts, contemplations, and data through the structure of virtual systems and networks. By plan, online networking is web-based and gives clients snappy electronic correspondence of substance.

They utilized instruments, for example, site item pages and paid social adverts. They needed to give our companions the reins to social media to rise above their energy and aptitude and associate them straightforwardly to the client.

The #WeArePartners program conveys on both the first key vision of arousing our colleagues to broaden their mastery onto web-based life outside of the shop floor and has altogether changed the state of our media procedure, over only a short multi-month time frame. This move in the media system has even gone to the extent of earning the consideration of predominant media. They are so amped up of #WeArePartners and it is presently one of the focal columns in their showcasing movement for 2019.

CONTROL AND EVALUATION

Allowing 25,000 accomplices to take control via web-based networking media stages was a goliath move in our strategies. The principal stage and effective turn out observed preparing conveyed to each of the 51 branches with Partners making more than 27,000 bits of substance. When contrasted with own image resources,

incredibly Accomplice content performed better, for example, a +179% expansion in change on-site item pages also, +38% improvement in ROAS (Return on Ad Sales) overpaid social adverts.

Let us have an eye at the media results that have been accomplished:

• Accomplices have made 27.6k pieces of substance since the dispatch of the program. That likens to around 230 one of kind bits of content being delivered each day.
• This substance has rolled over 27.6k commitment overall social stages, with a devotee base of 244.2k over every single social stage (barring our image devotee base).
• Accomplice made content has shown up over 220m occasions across internet-based life which, whenever estimated in media esteem, would like to just shy of £1million.
• Looking at own image design natural content against Accomplice made design content we saw +19% expansion in reach and +25% in commitment, at last, auditing Christmas as a solitary action, the size of the program can be seen:
• #WeArePartners was drifting on Twitter in the UK before the authority brand dispatch of Christmas.
• More than 180,000 perspectives were amassed just from our colleagues propelling the advertisement and client feeling from their content was 98.9% positive – more grounded than any past Christmas battle estimation.
• The Partners of brand propelling the advertisement were secured on numerous distributions, counting Great Morning England and The London Night Standard They feel that by conveying individual and pertinent experience through a social association with our clients, using our extraordinary weapon – our Partners – we will be one stride in front of their rivals.

I reason for choosing the degree of integration as creative integration shows that it is creatively integrated, was it brought together imaginative subjects, WeArePartners and conveyed through internet-based life and it made to expand their deals and got one of the leading UK merchants.

I consider it is Brand idea-led orchestration integrated as it means unified around a shared brand concept or need state platform, often built around core brand values of the organization. Similarly, there was a unification around a mutual brand idea and they put the Accomplices at the core of all that they do. Then at that point embraced the most-huge change in their media procedure – highlighting Accomplices to dispatch the 2018 Christmas advert. The dispatch was given over to 25,000 Accomplices around the nation before any paid channel. John Lewis and Partners, Christmas period is dependable for roughly 40% of their deals consistently, so putting the dispatch of this period under the control of Accomplices felt them frightening yet besides fearless. Seeing #WeArePartners slanting on Twitter in the UK before the authority brand dispatch of Christmas felt like their chance had paid off. The O2 Gurus campaign for client care is a genuine case of this. Investigation of crusades recommends that brand thought drove battles are exceptionally viable in maintenance, share safeguard, and benefit gain.

DEGREE OF CREATIVITY

The degree of creativity used in this campaign is creation creativity.

At the point when the CAN model is applied to it, as a matter of first importance, CAN means Connectedness, Appropriateness, and Novelty. They feel that by passing on individual and appropriate understanding through a social association with our customers, by methods for our uncommon weapon will be one step in front of our opponents.

Theories of creativity have concentrated on a range of aspects. The commanding factors are usually identified as ‘’The Four Ps’’- Process, Product, Person, and Place.

PERSON

The individual is the business visionary or the ambitious innovator. The individual is at the focal point of any inventive undertaking. They utilize their aptitudes, nature (or press), their innovative capacities, and their inspiration, to make the item. Innovative capacities of an individual are difficult to gauge. Be that as it may, they are quantifiable.

PROCESS

The Procedure alludes to the strategy utilized by the Individual to build up the Item. If It is not too much trouble note that, the Procedure alludes to the point of view as opposed to the approach. It is how the individual thinks when s/he is endeavoring to take care of an issue or make another arrangement.

PRODUCT

Item is worked by the Individual and is the aftereffect of the imaginative Procedure. It is a new advancement. Item is most likely the least contemplated factor in the field of inventiveness. They are for the most part taken a gander at as the result of the Procedure and the Individual.

PRESS

Press speaks to the earth and the atmosphere where the Individual works and capacities in, to make the Item. It alludes to conditions favorable/restrictive for inventiveness.

The reason for choosing for creation creativity was the

openings, ensuing challenges, propelled an undertaking that intended to change the way they convey as a business and enable Their Accomplices to convey the present day, constant experience to our clients.

This venture was called #WeArePatners. So, I consider the campaign to be the highest level of creativity. Because According to John Lewis& Partners Their project was unique and not copied from anyone and putting their Christmas period under the control of their most valuable resource and it felt them like the hazard would pay off and it had succeeded.

MARKETING COMMUNICATION TOOLS

The thought I might want to incorporate was they do not offer understudy limits. I need to transform it as it will help increment the business. Since they can advance the brand by giving top class surveys to their friends. They pay on a normal 8.81 pounds an hour and I will alter it to 10 pounds for 60 minutes, with the goal that laborers will work superbly. I might want to give more exemptions on offers. Accordingly, it might raise brand deals when contrasted with the past.

Paid channels are not used such as Facebook ads, Instagram ads…etc

Permitting 25,000 Accomplices to steer off this on the benefit of the brand was a sizeable move in our methodology and accompanied media, imaginative, and inside difficulties. The main move we expected to execute was upskilling and preparing Accomplices to turn into brand representatives over all social channels. Our first stage was a pilot turned out across eight shops, preparing more than 100 Accomplices in a quarter of a year. Inside these first months of this pilot, the #WeArePartners brand advocates made more than 8,000 bits of content across internet-based life and we saw a period of fruitful appropriation and test and learn.

The subsequent eliminate saw us move to prepare to each of the 51 branches in the UK and upskill roughly 400 of the most socially energetic Accomplices to be prepared as formal brand ministers. Through the span of the activity, Accomplices made more than 27,000 bits of substance which we began to use over their marked channels -, for example, on the site, item pages, article, paid furthermore, natural social, email, and in-branch. Unfathomably, we regularly observed this substance had a superior ROI (Return on investment) and ROAS (Return on ad sales) execution than our image resources. This move in the utilization of media as a brand was a genuine advance change and was the principal move towards making a substance age motor with gigantic potential to scale.

No, the crusade need not bother with another thought as offering a rebate to understudies may going to build deals. However, we cannot ensure that it will increment 100%. That is the reason it is smarter to expand battle thought as it might raise deals adequately with low dangers.

CRITICAL APPROACH

With regards to paid media, John Lewis and accomplices didn’t utilize paid channels, for example, Facebook Promotions, Instagram Advertisements, and they utilized their channels, Owned media such as site, item pages, publication, paid and naturally social, email and in-branch and earned media, for example, site, item pages and frequently observed the substance would do well to rate of profitability and profit for promotion deals.

Just as the media and inside results, the crusade has driven a noteworthy return on initial capital investment in its short lifetime:

Interest in the program to date has been just £200K, most of which are strategic expenses for cell phones, preparing and the cost of an inside application that is utilized as an interchanges center point, content dispersion and estimation stage

An idea of showcasing interchanges arranging that perceives the additional estimation of an extensive arrangement that assesses the vital jobs of an assortment of correspondences disciplines – for instance, general publicizing, direct reaction, deals advancement, and advertising – and consolidates these orders to give lucidity, consistency and greatest interchanges sway.

Inventiveness is the demonstration of transforming new and innovative thoughts into the real world. Inventiveness is portrayed by the capacity to see the world in new manners, to discover concealed examples, to make associations between apparently inconsequential wonders, and to create arrangements.

References

1. Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. USA: Rowman& Littlefield.
2. Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication-from an instrument to a customer-centric perspective. European journal of marketing, 464-489.
3. Key, T., & Czaplewski, A. (2017) Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 325-333.
4. Ristevska-Jovanovska, S. (2017) GUERRILLA MARKETING AS AN UNCONVENTIONAL MARKETING ACTIVITY. Research in Physical Education, Sport & Health, 161-205.
5. Ruch, W., Gander, F., Platt, T., & Hofmann, J. (2018). eam roles: Their relationships to character strengths and job satisfaction. The Journal of Positive Psychology,190-199.
6. Turban, E., Outland, J., King, D., Lee J., Liang, T., & Turban, D. (2018). Marketing and advertising in e-commerce. In Electronic Commerce, 361-401.
7. Vangelov, N. (2017). Emojis in marketing communications. Balkan Social Science Review, 131-149

Brand And Anti-brand Communities

INTRODUCTION

In this essay, we utilize a case‐study strategy to examine the learning forms used to arrange brand importance inside an anti‐brand network. The arrangement of brand importance is a social procedure where network individuals take part in brand‐related talks, understandings, and sense‐making. Arranged inside new social development hypothesis.

Online communities are wide refered to as web-based online services supporting and facilitating data exchanges among community members (Malinen, 2015). One major feature of on-lie communities is that the member engagement which might be dependency on members for generating or sharing online content, thence conjointly referred to as member participation. If the core focus of an Internet community is that the complete itself, this community is then referred ton as online pro-brand community (OBC) wherever the web content is developed around brand-related consumption experiences (Wirtz, 2013). By correct management of OBCs, corporations will effectively answer shopper feedback which might facilitate drive business improvement as an example, actively contribute to price co-creation by providing new concepts or suggestions which might facilitate uncover new business opportunities (Liao, 2017). Opposing to OBC, on-line anti-brand community (OABC) aims to come up with or share anti-brand-related data to market complete rejection behaviors like negative brand relationship and oppositional attitudinal loyalty. During this association, it is very important to look at what factors influence the extent of member engagement and the way such engagement often complete in each community. This may be termed because the study of on-line community participation that has been key to in OBCs and OABCs.

LITERATURE REVIEW

Online people group investment can be contemplated from two primary points of view: individual and social.

From the social point of view, one’s mentalities, goals and activities towards online network support have been clarified with regards to different social speculations or models. For instance, social trade hypothesis has been utilized to inspect how individuals trade data by means of OBCs and what factors drive that interest (Benoit, 2016). In their paper, factors explicit to three gatherings (part, co-part and supplier) were inspected. Investigation results recommended that co-part’s collaboration was esteemed adversely connected with network cooperation which gotten the hypothesis. Part’s job clearness and satisfaction together with supplier’s responsiveness were esteemed critical to drive network cooperation. Another normally utilized hypothesis, social personality hypothesis, determines how one’s activity would be affected by one claim apparent status (participation) inside a network. Considering this hypothesis, social character (driven by apparent outside glory and saw network peculiarity) has beneficial outcome on network interest (Chiu, 2015). Notwithstanding social personality, social impact hypothesis portrays how one’s frames of mind and activities would be changed by social impact which can be acknowledged by consistence, disguise (IN) and distinguishing proof. Examination results proposed that IN was discovered critical while both consistence and recognizable proof were regarded as immaterial, which again gotten the hypothesis (Cheung, 2011). In addition, social capital hypothesis has been connected to address how social structures and connections among individuals would affect the deliberate network investment (Son, Lee, Cho, & Kim, 2016). Customarily, social capital has three measurements, for example auxiliary, relationship and subjective. (Yang & Li, 2016) investigated the inter association among these measurements in driving the network support which was estimated by the fame of customer created content (for example the complete number of remarks). Investigation results recommended that solid relationships were found between these measurements, and auxiliary measurement had no direct yet circuitous effect by means of the other two measurements for driving the prominence. This strengthened the way that network support is for the most part determined by part’s demeanor and activity instead of the supplier. Different hypotheses, for example, social nearness hypothesis, social loafing and interpersonal organization hypothesis have likewise been utilized to analyze the effect of various social factors on network cooperation (Shiue, Chiu, & Chang, 2010).

From the individual viewpoint, a large portion of the present examinations have received different speculations or models to legitimize the individual conduct towards online network investment. For instance, innovation acknowledgment show has been utilized to look at how one’s frame of mind may decide one’s selection towards another innovation (for example cooperation in OBCs) (Agag & El-Masry, 2016). Examination recommended that quality was a key to influence both fulfillment and trust which had backhanded impact on expectation to execute by means of brand frame of mind and stickiness. Some new experiences were produced with respect to the developing impact of new measure, (for example, stickiness) when contrasted with conventional measure, (for example, trust).

Apart from people’s choices, trust and dependency on brand there are several other things which affect its face in the market.

Anti-branding is a world-wide movement against brands by vast number of people of society members to convey the message to the corporate world. Moreover, these kinds of protests were present even before the online social media platform arrived (Holt, 2002)

CASE STUDY

(Awasthi, Sharma, & Gulati, 2012) ponder the instance of Coca-Cola and Pepsi to comprehend the effect of against marking on client discernment and purchaser brand relationship in the long haul. In 2003, a dissident gathering in India expressed a public statement that Coca-Cola and Pepsi, among different organizations, had pesticides buildups in their soda pops.

After the affirmation that the organizations really had buildups of pesticides above worldwide guidelines, a few enemies of marking sites, for example, killercoke.org were made and offers of the two organizations were adversely influenced from 2003 to 2006, in India. Notwithstanding, the creators advise that these brands were still in the most astounding positions on Interbrand’s Global Brand positioning always amid these periods and in 2007 Coca-Cola India enrolled 14% deals development.

In this incident some points were noted,

• Solid brands are affected adversely in present moment
• Negative exposure has restricted impact on purchaser buy choice
• Hostile to marking exercises don’t have a dependable impact on customer conduct

References

1. Agag, G., & El-Masry, A. (2016). Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust. Computers in human behavior, 60, 97-111. doi:10.1016/j.chb.2016.02.038
2. Awasthi, B., Sharma, R., & Gulati, U. (2012). Anti-Branding: Analyzing Its Long-Term Impact. Journal of Brand Management, 9(4), 48-65.
3. Benoit, S. (2016). Explaining social exchanges in information-based online communities (IBOCs). Journal of service management, 27(4), 460.
4. Cheung, C. (2011). Online social networks: Why do students use facebook? Computers in human behavior, 27(4), 1337-1343. doi:10.1016/j.chb.2010.07.028
5. Chiu, C.-M. (2015). Understanding online community citizenship behaviors through social support and social identity. International journal of information management, 35(4), 504-519. doi:10.1016/j.ijinfomgt.2015.04.009
6. Holt, D. (2002, June). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research, 29(1), 70-90. doi:10.1086/339922
7. Liao, J. (2017). Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach. Journal of business research, 71, 92-101. doi:10.1016/j.jbusres.2016.10.013
8. Malinen, S. (2015, May). Understanding user participation in online communities: A systematic literature review of empirical studies. Computers in human behavior, 46, 228-238. doi:10.1016/j.chb.2015.01.004
9. Shiue, Y.-C., Chiu, C.-M., & Chang, C.-C. (2010). Exploring and mitigating social loafing in online communities. Computers in human behavior, 26(4), 768-777. doi:10.1016/j.chb.2010.01.014
10. Son, J.-E., Lee, S.-H., Cho, E.-Y., & Kim, H.-W. (2016, September). Examining online citizenship behaviours in social network sites: a social capital perspective. Behaviour & information technology, 35(9), 730-747. doi:10.1080/0144929X.2016.1143032
11. Wirtz, J. (2013). Managing brands and customer engagement in online brand communities. Journal of service management, 24(3), 223.
12. Yang, X., & Li, G. (2016, November). Factors influencing the popularity of customer-generated content in a company-hosted online co-creation community: A social capital perspective. Computers in human behavior, 64, 760-768. doi:10.1016/j.chb.2016.08.002

The Role Of Emotions In Building Brand Loyalty

Introduction

Recently, emotional branding has emerged as a new paradigm that can solve one of the main tasks of marketing: to unite a company and customer, to establish a strong and at the same time very effective relationship between them. To please their customers, marketers, building the image of a particular brand, can exploit a wide variety of emotions: joy and nostalgia, inspiration and passion, pride and sympathy – and transmit a wide variety of messages in their context, the purpose of which, as a rule, is the same: to interest potential buyers of the brand.:

Recently, emotional branding has emerged as a new paradigm that can solve one of the main tasks of marketing: to unite a company and customer, to establish a strong and at the same time very effective relationship between them. To please their customers, marketers, building the image of a particular brand, can exploit a wide variety of emotions: joy and nostalgia, inspiration and passion, pride and sympathy – and transmit a wide variety of messages in their context, the purpose of which, as a rule, is the same: to interest potential buyers of the brand.

Emotions are the one primary reason why consumers prefer brand name products and not just any ordinary product. Advertisements play a crucial role in making or breaking a brand. As quoted by Zig Ziglar, Iconic Salesman and Motivational Speaker: “People don’t buy for logical reasons. They buy for emotional reasons.” Emotions play an important role in successful advertising campaigns but ads in general don’t talk about the effects of using the products for example: Pepsi and Coca-Cola don’t talk about fat, calories, and diabetes rather their focus is more on youth, vitality, and good times while Chocolate is associated with luxury, indulgence, and sensuality. Despite millions of years of emotions us humans rely heavily on emotions to make decisions. Oftentimes we end up making the pros and cons list when making a purchase, say you wanted to buy a washing machine and you ended up making this list. End of the day, regardless of all the data analysis you conducted about the washing machine your decision to buy was made by one of the primal regions of the brain that actually does not make you so smart. Because this is so essential we as marketers need to learn to connect emotionally with customers and clients.

Literature Review

William J. McEwen in his article “Getting Emotional about the brand” claims that all the emotional connections created by marketers are focused on customer attention. Moreover, the author mentions that the companies moved to “generating customer commitment”, “delight,” and even “evangelism”—all of which represent enduring psychological bonds that link a customer to a company” (McEwen, 2005).

Another interesting relationship between emotions and consumer is discussed in the book “Strategic Brand Management” (2011) by the authors Elliot, Percy and Pervan. First of all they distinguish the meaning of emotion and feeling. Secondly, the authors point on the six primary emotions: surprise, anger, fear, disgust, sadness and joy (Ekman (1992)) and secondary, which are uncontrolled by our nervous system. (cf. Damasio, 1999, and others). The ability to understand the complexity of human emotions is fundamental for brands to communicate with consumers.

The studies of Markus and Kitayama (1991) also show that the cultural differences have to be taken into consideration. For example, if you are from Asian culture you are focused more on the relatedness of individuals to each other, while Western people are more about individual and inner attributes. This statement is important to understand for marketers in the perspective of how to influence consumer decision depending on his environment. At the same time William J. McEwen claims that some companies that are not good at creating emotional connections with their customers.

Another problem highlighted in the book “Strategic Brand Management” is described by Zajonc (1980), who suggests that we form a preference first based on emotional response and then justify it to ourselves cognitively. It means that consumers tend to experience the feelings of regret or self-blame after their purchase. As a result, according to the theory of Motivated Choice (Kunda, 1990), people search out the evidence which supports their desired outcome. The author gives an example of the expensive camera purchase and the tendency people have to look for identical product advertisement after purchase just to prove their final decision. To sum up, consumers tend to look for rational reasons of their emotion-driven choices.

I the book “How Neuroscience Can Empower (and Inspire) Marketing” by Douglas Van Praet the author convinces us that our behaviours of purchasing are determined mainly by subconscious influences.

Following this issue, Daniel Kahneman in the article “Nothing More Than Feelings” gives the explanation of the feeling as a form of thinking. He uses new terms, such as System One and System Two, where System One is the fast, automatic and intuitive approach of brain, while System Two is more analytical and reasonable. In “Thinking, Fast and Slow”, Daniel Kahneman comes to the conclusion that the advertisement and media is dealing with the System One of the consumers. As a result, people prefer to buy automatically without rational approach. In his article the author points on an important issue of the tricks marketers use in their advertisement. The whole idea is to play on peoples’ emotions and make them buy the product using their System One. As a result, people are not going to think directly of the product when it comes to the choice they will think of the emotions that they it will bring them. The example of the phenomenal success of Cadbury’s Dairy Milk Gorilla advertisement proves the theory of Daniel Kahnerman, that emotions are more important than information for the consumer.

On this stage of literature review raises another issue: how to ‘measure’ the emotions. The answer can be found in the article “How to Measure Brand Emotion” (2004) written by Percy and Hansen. The authors first give the explanation about the concept of emotions and how it corresponds with the range of primary emotions (surprise, anger, fear, disgust, sadness and joy), which were mentioned also by William J. McEwen in his article “Getting Emotional about the brand”. Percy and Hansen prove that the primary emotions lead to long-term action, which creates our associations with the brand and as a result influents purchase intentions. Secondly, the article presents the study about measuring emotion-brand associations covering 64 brands. The interesting conclusion was made about shampoo brands. By representing the results of the research, the authors of the article show that people have positive emotional associations with Dove and Sanex but negative ones with Head & Shoulders. While ’users’ and ‘non-users’ results illustrate that actual users of Head & Shoulders shampoo have very positive emotions about the brand. As Percy and Hansen summarise: “Our experiences with brands, or in terms of actual use or simply an understanding of them, will have emotional associations linked to them in memory” (Percy 2004). Another important tool for managers to understand their brand is establish trust between the consumer and the brand. The concept of the trust and confidence in brands is raised by Elliot, Percy and Pervan in “Strategic Brand Management” (2011). The ‘Theory of trust’ shows that :“Trust is required only in situations of high perceived risk; at other times confidence or mere familiarity will suffice for action to ensue” (Elliott, 2011).

One of the issues we have mentioned in the literature review is about emotions affecting purchasing behaviour. Professor of Neuroscience at the University of Southern California, Antonio Damasio argues that emotion is required in almost all decisions. He performed research on subjects who had emotional impairment but their thinking abilities were unaffected. When they were asked to make simple decisions such as the food they would like to eat they stated that they should have reasons for doing so but they were still unable to arrive at a final choice. Research from various universities show that most of our modern emotions stem from 4 core feelings; happiness, sad, afraid and angry. Looking at how emotions can affect the buying behaviour starts with particular emotions that we have to focus on. University of Pennsylvania social psychologist Jonah Berge studied that positive emotions are much more likely to be shared than articles about sad topics. According to another Harvard Professor Gerald Zeltman, the answers to all the questions regarding emotions affecting consumer behaviour is directly related to the subconscious mind. Zeltman In his book “How Customers think: Essential insights into the mind of the market” talks about marketers understanding behaviour of customers that they are not aware of themselves. One of the approaches that he suggests is to cross check stated beliefs with actual behaviour. Many consumers report handling competing brands by comparing the prices when it comes to the point of purchase, but according to Zeltman’s experiments consumers don’t even look at the alternatives when it comes to a particular brand.

Although, the idea of exploring the subconscious mind of the consumers boils down to the fact of being an advertising strategy. The belief when it comes to advertising is that a higher attention span means a higher recall rate and that influenced the effectiveness of the advert. Most of the early discussions about emotions and branding were based around the concept of brand personality. As the majority of texts on Branding define brand personality as how people should feel about a particular brand over time. In a few studies, it has also been found that a brand relationship is similar to relationship amongst people and is comprehensible. Hence, emotional advertising does play a role in creating an emotional relationship between the potential user and the brand.

Here arises the next issue: how emotions, feelings and moods are actually used in brand advertising? In the modern world, the amount of information is growing at such a rate that a person does not have time to absorb it. Due to overload and fatigue, people are often unable to distinguish between important and not important information. Over-saturation of the information field affects the quality of data processing, making analysis, synthesis, exclusion and comparison more complicated. At the same time they are necessary for rational thinking.

As a result, companies find ways to interact with the part of the brain that is associated with emotions and feelings. Thanks to social networks and the advent of the digital world, companies have new opportunities for using emotions in advertising. If the marketer does not know which emotions to activate, he will evoke emotions that match the product. To sell an adventure tour, customers need to feel excited, while for a serene trip, customers need to be relaxed and calm. Marketers use different emotions and feelings to get different results. Psychologists have been studying human emotions for some time, and they’ve identified a number of them, ranging from “anger” to “disgust” and from “envy” to “love.” (McEwen, 2004). We will give examples of main emotions to show how they are used in the advertisement:

Fear and Wonder

The definition of ‘fear’ in “Semantics, Surplus Meaning, and the Science of Fear” by Joseph E. LeDoux is “the feeling that invades your conscious mind when you are in danger.” Many marketers bring anxiety to their target customers, activating the centre of fear in their brain, that makes the consumer feel ‘need’ rather than ‘desire’ in your product. Fear pushes us to urgent action to change or buy something that will prevent terrible things. Fear in advertising has roots in the 1920’s when Listerine created the advertisement asking people to fight with bad smell. The idea was about the young beautiful woman who cannot get married because of her bad breath. For example fear is used by the world wildlife fund to advertise the detrimental effects of global warming.

Joy and Happiness

Most of the brands want them to be associated with a laugh, smile or happy customers. However, positivity has an indirect effect on increasing sales. The point is that positive information is much better distributed among people than negative.

Joyful feeling in the advertisement can be seen in 1971, when Coca-Cola released “I’d Like to Buy the World a Coke” commercial. Bill Backer commented his creation “I began to see a bottle of Coca-Cola as more than a drink … [it was] a tiny bit of commonality between all people, a universally liked formula … I could see and hear a song that treated the whole world as if it were a person – a person the singer would like to help and get to know” (Bill Baker). The idea of happiness worked well for Coca-Cola and the success was tremendous. And in the summer of 2015 Coca-Cola released the choose happiness promotion that is a powerful example of encouraging consumers to share happy moments and experiences that make them happy. Coca-Cola rallied on using the consumer’s emotions.

Sadness

Sadness makes us empathise and feel intimacy. Moreover, this makes us generous and also eliminates fear. At first, the advertisement makes its customers feel sad, and then promises them that buying is the solution to improve their mood. The famous brand to use the feeling of sadness in his advertisement is Burger King. It begins with the words: “Not everybody wakes up happy”. We can see a lonely man sitting on his bed as a start of the new Burger King ad. “All I ask is that you let me feel my way”. This is also an answer to the McDonald’s Happy Meals. A lot of brands have understood the importance of using emotional information that creates public awareness about some social issues like gender equality, poverty, lonely people, race or gender discrimination and others. For example: “Unsung hero” the TVC Thai Life Insurance commercial where a guy is seen helping people and going out of his way and in return he receives are just emotions, it’s hard not to connect and feel the emotions of this advertisement.

Anger and Disgust

In some cases, anger can provoke people and make them act. I the case of brand management these feelings can stimulate the consumers. Disgust and frustration can make us think about our point of view and ask important questions. When we see the injustice in the world that we want to correct, we are forced to do something about it. For example, in the world of fake news, media can use their ads to demonstrate their commitment to honesty and objectivity. The brand Always has filmed a video called “Like a Girl,” where the characters are asked to do something like the girls do it. At the same time, the guys exaggerate the movements of the girls, which causes insult and anger.

The last issue we studied is about trust and the brand. Although there has been substantial research on how emotions play an important role in establishing a strong brand relationship we have to realise that emotions are not static. (Morris and Crane, 2007) define as emotions “as a state of physical and mental readiness that involves directional force, evaluative appraisal, a target and behavioural tendencies.” Trust on the other hand has been defined by (Moorman et.al 1993) as “a willingness to rely on an exchange partner in whom one has confidence.” Generally, trust is affected by perceptions of the trustee’s ability, integrity, and benevolence, but in addition, these attributes are also influenced by past experiences and the trustee’s reputation (Butler, 1991). If we consider marketing as a tool to create a strong bond between consumers and brand then trust is the key ingredient in it. Trust as we know in daily situations comes with familiarity. For example, we buy a certain detergent all the time we have to purchase it because we have been familiar with the advantages of using it over time and we trust that it can clean our clothes.

Conclusion

As we have discussed in this essay one can notice how important emotions are when it comes to brand loyalty and building brand relationships. Emotions as we mentioned clearly affect purchase behavior. As we progress in the essay we have focused on particular emotions that can be used in advertising. Each of them are associated with different ways brand use emotions to convey their message and build a brand relationship with them. We definitely understand that emotional branding plays a huge role in a brand’s life. However, companies must be careful about how they use emotion to reach customers by taking into account culture, which can have an important impact on the advertising efficiency.

Brand Elements and Personality

Brand Elements

The brand elements are the keys that uphold a brand and makes it complete for people to recognize it. For the new Crescent we will be discussing the following brand elements:

• Name
• Logo & Symbol
• Color
• Slogan
• URL

Name

We kept the name same as before, as the mother company name Crescent has its own recognition as a leather brand. So, keeping Crescent at the start of the brand name will save us from creating brand identity from the scratch. Crescent Footwear will be the brand name. It will be easily recognizable by the people and they can associate it with a leather footwear brand, for the name Crescent. Adding Footwear will indicate our niche product offering and will differentiate us from the mother brand. This will also help us to be in the top of mind of our target market who are looking for the minimum premium experience in their footwear.

Logo & Symbol

The new logo is a fully reinvented one with a rustic feel in the logo design. The narrow shapes that has surrounded the brand name has a leather texture. It covers edge to edge around the whole logo. The fonts used for the brand name is sharp and bold which represents exactly a confident person. Very bold and sharp. The fonts for the tagline is in a scripted form which shows elegance and also has a clear view with the bold font of brand name above it. It will be very easy for everyone to remember the tagline whenever they see crescent footwear logo or brand name anywhere.

Color

The color of the logo and brand is brown (a mixture of caramel & brunette). The color brown represents reliability, confidence & comfort. Which totally forms the strong emotional association that we are trying to portray in our rebranded Crescent Footwear. A brand that upholds confidence with a rustic look as well as gives comfort with 100% pure leather. This gives the brand the perfect finishing correlating with its slogan.

Slogan

The slogan for rebranded Crescent Footwear is “Confidence comes in pure leather” which replaces the previous tagline “100% Pure Leather”. The previous slogan used to portray the functional offering only. Now, with the redefined slogan Confidence comes in pure leather it not only has kept the brands authenticity of functional offering but also gives the strong emotional connection and associated the target market with the slogan perfectly. The slogan has the perfect combination of the emotional and functional approach to the consumers. It defines the target market who are looking for such a footwear that suits their productive and progressive lifestyle with a touch of elegance on their attire and posture.

URL

We will have a website for Crescent footwears which will be – www.crescent.com.bd where there will be bunch of segments. First of all, the portfolio of both Crescent Signatures and Crescent Everyday will be there. Which are our two footwear categories. Also, the concept of Your Crescent category will be based on full web mass customization. Anyone can open a free account in the Crescent Footwear website and can pick bunch of options according to their own preferences. Suppose anyone has bought a suit for a party and now wants to match the shoe color with it. He/she can upload the full image of the shoe and then they can get suggested colors matched with the suit from our available stock. If the color doesn’t match the available ones, one can completely select the shoe color by a color picker and get the exact same color as the suit with his/her crescent shoes. From shoes color to lace, anything can be customized on the website. Every customized and non-customized product will be available for home delivery and for free home delivery in specific regions. Last but not the least, the Crescent Footwear community will be on the website where all the free account holders of the website can showcase there crescent collection and moments and can interact with each other. All the Crescent Footwear events will also be published on the website.

Brand Associations

There will be two kinds of associations for the brand: a) POD Association b) POP Association. The selections for these two kinds of associations will be based on keeping the desirability and deliverability criteria in the mind.

POD (Point of Difference) Association

These will indicate the elements that will set Crescent Footwears apart from the available footwear products in the Bangladesh market. These are the ways in which it should be done –

• a) Function Design: The collection of Crescent Footwear will have a unique rustic series of products that will have the attractions for the customers. Every design will have different supplicated approaches to the feeling of the customers who visit the crescent outlets or the web stores. The bunch of confident people will find their personality associated with these elegant designs of the footwears of Crescent.
• b) Key Attributes: The key attribute will be the pure leather that has been associated with the brand for a long period of time in the Bangladesh market. Crescent’s promise on delivering the absolute pure leather footwears will be the core of the product. It will ensure the utmost comfortable experience yet with a premium outlook.
• c) The One Strong Persona: This is where the Crescent Footwear is completely distinguishable with the other footwear brands, and that is the personality that is created by the rebranded Crescent Footwear: Confidence Comes in Pure Leather. The opportunity for the customers to relate to one of the strongest emotional appeal that they want to achieve and want to relate it with their lifestyle and activities. The urge to be confident in their every important stage of life will be connected with their choice of footwear, which is Crescent Footwears. The Crescent Footwear will not be selling a series of product only, but also will be perfecting a lifestyle and persona among the consumers.

POP (Point of Parity Associations)

Among three kinds of POP associations, Crescent Footwear will have two of them and they are:

• a) Category Point of Parity: Crescent footwear unlike any footwear will offer most of the variety of footwear products in both physical outlets and web store. Outlets will have first-hand (foot) experiences for every product available in the outlets.
• b) Correlational Point of Parity: Despite of being a premium footwear brand, Crescent Footwear will have a segmented category for the people who seek for a regular usage with a quality offering. This will correlate the core offering with this subsidiary model.

With the above POD and POP associations we can see that from the consumers perspective the associations are certainly desirable because the premium experience and the footwear has a demand in the market and the differentiation personality association lets the consumer decide to go for Crescent Footwear. As for the firm’s approach, it surely is deliverable as the positioning is feasible and also profitable for the brand.

Brand Personality

The kind of brand personality Crescent footwear upholds can be defined by a) Competence and b) Sophistication.

Competence: The Progressive Ones

People full of competence are the ones who are successful, hardworking, competitive and who wants to feel accomplished in life. The desire to keep progressing in life is what Crescent Footwear users wants. So, the brand personality associates with these people through its competence. These usually incorporated people who are in the corporate workforce and also business man with prestige.

Sophistication: The Elegance and Prestige

The success of life offers elegance and prestige to people and that is something they want to sustain. The feeling of self-confidence is the utmost sophistication that the people want in their lifestyle. By associating with it Crescent makes sure that the customers are preferring crescent rather than any other brand to sustain their elegance and prestige in their important moments of life.

Media Selection and Strategy

The promotional activity for the launching will be of three kinds: ATL, BTL and Public Relations. These activities will start from the beginning of the year and will be conducted till the end of the year.

ATL Promotion

The ATL promotions will incorporate mass media such as print media, TV, radio and digital media for its promotion. ATL promotions will be conducted throughout the year

BTL Promotion

To create the experience directly to the customers the BTL campaigns will incorporate activations, guerilla marketing, events etc. Customers will get the chance to connect with the brand physically. The BTL campaigns will also be digitally broadcasted to the mass media to give a glimpse of the activity. It will bring more people to the first-hand experience.

Public Relation

This segment will focus building up the community with keeping confidence at its core. The public relation will incorporate live seminars, talk shows and conferences about professional life grooming, featured by Crescent Footwear. These kinds of events will give the customers more window to get associated with the brand.

The Media Buying

The forms of media that will be used to showcase all the campaigns are TV, Radio, Newspaper, Magazine and Digital Media. For the TVC broadcasting we will be choosing three of the most popular and most viewed channels of Bangladesh and to keep the cost management precise. The choice for radio channel will be Radio Foorti for its maximum number of listeners. Prothom Alo and The Daily Star will be the choice of newspaper as the target market revolves around these two newspapers mostly For the magazines the selection will be picky as well, featuring Shouts, ICE Business Times and Corporate. Last but not the least for the digital media, we will be covering, Facebook, Instagram, YouTube and LinkedIn for publishing the digital contents. LinkedIn and Facebook will be used to connect with the target market directly.

The Importance Of Organisation Branding In Business

In this essay I will outline the importance of branding within organisations and in businesses including its relevance to how the brand is represented. By the end of this writing, it should be clear as to why branding is important and useful to an organisation. What is branding? Branding is defined as an image or a technique used for companies to help distinguish the differences to other organisations highlighting the products and services they can deliver to its consumers. Branding is used for how the company is delivering its services and what customers can expect from the company. As mentioned by (J Murphy, 1998) it’s really important for consumers to recognise and recommend to others about the products the service can deliver. It is very important of how the organisation would be perceived and to develop a good understanding with its consumers. It is a technique used to create an image on the perception of the organisation. The term ‘branding’ comes from the Anglo-Saxon term which expresses the creation of a brand or its identity and its relationship with its customers, as mentioned by (Aragón en la Edad Media, 2016).

The business I will use with a recognisable brand will be Nike. I believe Nike is a brand well recognised worldwide and is familiar to different types of audiences. Nike is an organisation that works on the marketing and selling of sportswear including footwear and sports equipment. It is one of the largest suppliers in the world delivering top of the range sportswear for affordable prices. The company was founded in 1964 but was known as Blue Ribbon Sports but officially changed the name to Nike Inc in the year of 1971. Ironically, the name Nike roots from the Greek goddess of victory, establishing the strengths of the company and relates to its representation. According to (Thomas, 2019) Wall street was surprised at the level of sneakers and sports equipment sold and how much revenue was expanding, boosting it to over 10 billion US Dollars. This shows the financial gain and the success the brand has benefited the organisation.

The branding of the organisation is relevant to the business, its events and its products because it raises the returns of the customers. It allows the organisation to be recognised easily due to the distinctive Nike tick. The Nike tick is a symbol of the wings of the goddess of victory which again relates to the name and its origin. It is very important for its marketing purposes for it to be recognised for its logo. This aspect of the company creates its identity which dominates the sporting world. This increases value to the company and allows it to be a successful brand. Nikes branding is culturally understood and allows its customers to identify and label themselves with the brand and to be able to proudly represent the Nike brand. It goes beyond just being a brand, it is the definition of the organization. It allows the creation of the brand being recognised and to stand out from all of its competitors.

Nike has a slogan ‘just do it’ which is part of their marketing strategy for consumers not to think twice. Nike prioritises their customers interests by meeting their needs and demands in order to benefit both the company and its audience. It is a company that tries to keep up with the current social standards and the trends which enable them to stay relevant. As (Fournier,1998) states the consumer-brand validates the relationship between the bonding level of the customer and the organisation. It is also highly backed up by American football quarterback, Colin Rand Kaepernick, who was an activist and representative for African Americans, was asked to do an advertisement for Nike which then increased its value by $6billion. This shows us that by getting one person to do a short ad had a major impact on the income of the company. When branding Nike know exactly what they need to do to ensure sales are hit.

This brand has many different missions when promoting their products. As well as giving sport a better innovation in the eyes of the public; they also have a major impact on local communities. They have created the Nike community impact fund or NCIF in America which allows 48 non-profit organisations and schooling communities to be awarded with $240,000 for grants to benefit children. It gives children the opportunities and experiences to exceed their physical abilities by sports and exercise. As recognised by (Size, F. and WIRE, B.,2019), it was believed that the promoting of the brand is what enabled the communities to involve themselves due to the equipment and products being provided for them.

A variable that Nike uses when promoting their products is psychographic to target lifestyle and personality-specific people. Their audience becomes those who enjoy sports whilst this creates a feeling that surpasses the product. This then makes it a lifestyle for them as they want to use these particular products. Many events such as Nike: Run with me, athletic and non-athletic activities help create a group of individuals who share similar interests as they feel they belong to one family called Nike. It also creates a huge number of fans to be involved with what Nike has to offer.

As a brand, Nike’s audience is usually aimed after three kinds of customers which are women, young athletes and runners. They expanded the woman sportswear in 2015 as its was in high demand and in 2017 it was estimated that the female attires would add $2billion in sales. As reported by one of the main CEO’s of the Nike company, as reported by the (Business Insider,2019), Mike Parker spoke on how ‘running is our heritage and our largest performance category’. It establishes the link to the target audience and how it has a positive impact on the increasing and developing of more products in different sectors within the brand.

Nike has two pricing strategies which are split as the value-based and the premium pricing strategy. The value-based strategy, as stated by (Medium, 2019), that it determines ‘the maximum prices that consumers are willing to pay’ on the basis that the customers have a good perception of its value. This tells us that Nike works well for its customers due to maintaining a good price margin which all customers can find within reach. It is not a brand where it pressures its audience with an unrealistic price range for their products which therefore is satisfying for its customers and also to secure the returning of the customers. The second pricing strategy, the premium pricing strategy, establishes Nike and its products in its highest quality and value than any of its competitors and their products. Nike believes that this helps cover both audiences and is able to produce products needed to reach and cover the needs of their target audience.

Nike utilizes geographic segmentation differently to density of market countries, areas, towns and populations. They use their brand through famous players who play baseball and football in the United States to market their products. In the United Kingdom they also use football and rugby as well as cricket in India. From this we can see that their brand has become a household name due to having an international impact.

When advertising their brand Nike uses a mixture of techniques to promote their product. One way they do this is by using marketing communications; this is effective as it attracts and keeps a steady balance of existing customers and new customers. To maintain this, again stated by (Medium,201) that Nike strategically combined advertising, direct marketing, sales and its promotions, public relations in order to succeed. Their marking efforts are to a large extent fruitful in remembering this. Their efforts have helped to foster a steadfast and dedicated client base that will constantly spend on products with their tags.

The Nike Run Club app is designed to provide all the tools needed for the perfect run. In order to do so they decided to partner up with Apple and embed this app into every Apple Watch sold. (Panmore Institute, 2019), states that Nike originally created a series on YouTube which was viewed over 80 million times. This allowed the downloading of the app to increase within its audience, thus outlining how Nike uses different platforms and techniques to sell their products in a way which will reach all of its audience.

Nikes idea of this was led by the idea of carefully creating its advertisement to suit the needs and wants of the customers for them to be satisfied with its services. They do this throughemotional branding, which allows the brand to create a direct attraction to any emotional state, needs, and desires of customers. Nike use Heroism to tell their story when branding as a marketing strategy. Consumers believe that they are the hero with Nikes brand and you are the indolent villain.

The company is very smart about the launches of its products and its events. It uses methods such as social media sites to notify the public about any upcoming activities. It uses Facebook and Instagram to inform the public and to keep them updated using visuals and images including their six categories of running, Nike basketball, the Jordan brand, football, training, and sportswear. This type of branding allows the wider audience to forward information and generate referrals. By remembering this, their marking endeavours are to a great extent successful. Their endeavours have helped encourage a steadfast and devoted customer base that will consistently spend lavishly for items with their tag on them.

Overall branding is relevant to the impression left on its users. It allows clarification of what the company has to offer and also what they can deliver. In this essay you can see that Nike uses many different types of branding to push sales with their customers.

Branding is essential because it not only gives consumers a memorable feeling, but it also enables your customers and clients to understand what to expect from your business. It is a way of ascertaining the brand from competitors and letting the target audience know what makes your choice of branding different from the rest. This then helps build the brand and gives a portrayal of the business and how the audience distinguish it from the rest. By using many different platforms to voice their brand, Nike saw results as figures rise; they done this by using a unique logo, slogan famous athletes, social media and making sure that they give back to local communities around them. They also used different pricing strategies to target the needs of their consumers by making affordable and high-quality products in comparison to any other competitor. From this their brand has thrived and has become one of the best leading sports company.

References

1. Aragón en la Edad Media, R. (2016). Índices de la revista Estudios de Edad Media de la Corona de Aragón. Aragón en la Edad Media, (26), p.157.
2. Business Insider. (2019). Nike is going after 3 kinds of customers. [online] Available at: https://www.businessinsider.com/nike-is-going-after-3-kinds-of-customers-2015-4?r=US&IR=T [Accessed 4 Sep. 2019].
3. Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), pp.343-353.
4. Medium. (2019). Nike’s Brilliant Marketing Strategy — Why You Should Be (Just) Doing it Too. [online] Available at: https://medium.com/the-mission/nikes-brilliant-marketing-strategy-why-you-should-be-just-doing-it-too-d3680d9254ba [Accessed 4 Sep. 2019].
5. Panmore Institute. (2019). Nike Inc.’s Marketing Mix (4Ps/Product, Place, Promotion, Price) – An Analysis – Panmore Institute. [online] Available at: http://panmore.com/nike-inc-marketing-mix-4ps-product-place-promotion-price-analysis [Accessed 4 Sep. 2019].
6. Size, F. and WIRE, B. (2019). Nike Gives Back Locally to Strengthen Communities and Get Kids Moving Through the Nike Community Impact Fund. [online] Businesswire.com. Available at: https://www.businesswire.com/news/home/20161201006001/en/Nike-Locally-Strengthen-Communities-Kids-Moving-Nike [Accessed 4 Sep. 2019].
7. Thomas, L. (2019). Nike misses on earnings but beats on revenues as customers buy more sneakers and sports gear. [online] CNBC. Available at: https://www.cnbc.com/2019/06/27/nike-reports-fiscal-4q-2019-earnings.html [Accessed 4 Sep. 2019].
8. Vox. (2019). Nike’s Colin Kaepernick ad sparked a boycott — and earned $6 billion for Nike. [online] Available at: https://www.vox.com/2018/9/24/17895704/nike-colin-kaepernick-boycott-6-billion [Accessed 4 Sep. 2019].

Influence Of Brand Equity On Brand Performance: Role Of Brand Reputation And Social Media

Pakistan’s fast food industry ranked 8th world largest market for food and related businesses [1]. While ranked 2nd largest in the country, and accounted for 27% of value-added production and 16% of total employment in the manufacturing sector [2]. [3], affirmed that almost 70 global franchises are operating in the country, and most projected franchises are from Canada, Australia, China. To date, Pizza Hut is considered the first fast-food chain in the country to go public and operating with 74 franchises throughout the country. Simultaneously having the desire to open more franchises in every district of the country [4]. 53.09% contribution to GDP comes from the service sector of the country [5]. There are 37 million social media users out of 180 million, comparing to the previous year 2018, this year witnessed the 5.6% increase in users, [6]. Changes in daily routine, along with the increasing desire for outing motivated the previous scholars to work in this sector. However, [7], stated that changes in customer’s routines have directed to an upsurge in the plea for diverse eating experiences and to the fast advancements in the fast-food industry. Owed to the distinctive qualities of services like intangibility and heterogeneity, products-based brand equity, it is claimed, necessitate alterations to encounter fast food industry and service brand assessment requirement [8]. Such progress has an impact the exterior of various local and international brands which repeatedly comes from robust brands in order to fortify keenness and brand equity so that customers are capable to identify a particular restaurant [9]. Albeit some scholars have considered the progress of the fast-food restaurants, an inadequate number of scholarships emphasis on customers based brand equity in the hospitality industry [10]. The Researcher’s argument about whether brand equity dimensions utilized in product marketing can be practical to service-based brands. [11], proposes that liberated cafes and restaurants putting effort as because the customers are varied to local restaurants.

From a perspective of Branding, [12], originate that external influences restrained the product/services structure, brand equity, orientation and brand performance (BP) association between Finnish organizations. [13], claimed that the rivalry nature of business entities and the environmental pressure may lessen the direct influence of the variable on the brand performance. Branding is an efficient and effective device for organizations to recognize and differentiate goods/services in the consumer’s (Cs) concentrations. It is a critical strategy of marketing mostly utilized to advance or flourish organization’s performance [14]. The work highpoints constructing a robust brand as the prime goalmouth of firms[15]. Normally, the whole forte of a brand functioning in single or multiple nationwide markets is assessed by its brand equity[16]. According to the [17], conclusion brand is afar a name, goals to achieve, but it’s one of the important tools to assess the overall performance of firms. In addition, brands can craft the value of customers and outcome in more income for the organizations. Brands may prone to greater success and healthier enactment if they logically and unceasingly estimate themselves. The altered measurements of brand equity can be supposed as a vital driver in the development and lessen of the overall performance of a brand. Hence, most of the organization’s executives desire to have a robust brand, it is anticipated that the drivers influencing the brand performanceto be assessed more exactly. Therefore, with respect to the influence of brand equity measurements on the brand performance, it is prospective that they should be fused in a spontaneous model to get purer and further exact outcomes. Building and sustaining a brand is indispensable in the current era of modest marketing milieu, and band equity is the result of efficient branding activity stashes [18].

The dimension of brand equity should precisely assess purchasers’ insights of the brand in order to advance marketing approaches that bring into line with consumers’ morals [19]. This is pertinent, not only to customers, buyers, or users, who buy, and use a brand but also to executives and marketing personnel’s, who assess the performance of the particular brand and make influential schemes [20]. Hence, the assessment of brand equity offerings and efficient means to judge both end-user brand insights and marketing motion [21]. [22], proposes that building strong brand equity is a key issue in the current era. “Consumer-based brand equity could lead to robust distribution networks, establish product brand extensions, and reinforce price elasticity”. In addition, [23], investigated the role of brand equity and corporate reputation in “customer-relationship management” in the large transitional market of China. In addition, it has been recognized as a critical perspective as witnessed by the “proliferation of models and arguments on the concept”. Additionally, it has various definitions which exhibits the “commercial intention of brands” [24]. While, preceding studies have evaluated the association amongst brand equity with the firm performance [25], and repurchase intention [26], accounted the brand equity as one of the most critical antecedents of the business performances [27]. Albeit less emphasis has put on the effects of brand equity and brand performance in the fast-food industry in developing countries like Pakistan. In previous literature, most of the scholars have well diagnosed the influence of brand equity on firm performance, but brand reputation (BR) has been untapped into the previous work. [28], indicates that brand reputation playsa key role to examine the satisfaction of customers for varying degrees of failures. The forecast that brand reputation could protect or bulwarks the undesirable results of service failure, which advise that the customer would like to give another opportunity to the well-reputed brands.

Indeed, [29], concludes that, as technologies alter, social media (SM) are where viewers can interact with those brands. All the brands have both positive and negative areas, which may not be included in the overall strategies of branding or failure to be connected to them with audiences. In such conditions, technologies create problems. In addition, by using SM audiences can “help to develop the brand strategy, providing real feedback on how it is working. They provide a greater connection with the management, with audiences being able to affect the thinking of organizations behind the scenes, giving their brands greater relevance and appeal.” In order to expand brand positioning and brand equity, brand executives could effectively adopt and use popular social media means along with customary campaigns to stimulate performance qualities, satisfaction and their outcomes, such as trust[30]. In addition, [31], proposes that in current era Facebook is not just a considered a platform for linking with loved ones, but also an online space for brand lovers to interact with each other as well as with the brand. Owing to this potential of social media platforms, a number of companies nowadays launch their brand pages to create and retain customer relationships and brand loyalty. It is argued, that consumers not only pay attention to brands via visiting but also spread well as well as bed word of mouth by using social media. When customers make selection against service brands such as eateries, they give a higher weighting to risk reduction [32]. That is, customers try to decrease doubt and disquiet by taking into account the overall brand equity. In contrast, in order to know about the overall performance of the brand and reputation of them, organization operatives started focusing on all the dimensions and broader range of environmental effect (SM). Albeit, preceding work have exhibited concern in SM values for firms, there are exact imperfect experiential educations on conclusion the effect of utilizing SM on the performance of small medium and enterprises in the fast-food industry especially in developing countries. [33], contend that scholars should bash to emphasis on the sympathy of factors and moderators that harvest influence on firm performance somewhat than concentrating on SM values. Therefore, this study aimed to examine associations among brand equity, brand reputation, brand performance and moderating role of social media in the restaurant industry of Pakistan.

A substantial extent of inquiry is rapt towards classifying the measurements of brand equity and forming a conjoint basis for the additional scholarship [34, 35]. [36], definitebrand equity as “a set of brand assets with the liabilities, linked to a brand (e.g. It can be a name, symbol) that can be added to or subtract from the value provided by a products/services to a firm or to the firm’s customers.” While, [37]definesbrand equity as “brand value or brand meaning, where brand meaning implies brand salience, brand association, and brand personality, where brand value is consequences of taking care of brand meaning.” Furthermore, [38], categorized four measurements of brand equity, specifically, brand awareness, brand association, perceived quality, and brand loyalty. Keeping in view the distinctive qualities of services, scholars have investigated accustomed dimensions of service brand equity. To investigate the brand equity of luxury hotels and chain eateries,[39], used (e.g. Brand association, brand image, perceived quality, and brand loyalty). Constructing on this, [10], makesthe addition of the food quality to perceived quality measure in the context of a chain restaurant. In the present study, we have been using to measure their studies brand awareness and brand association dimension of brand equity. To determine further association with other branding features, the present education further includes brand reputation and brand performance.

[40], stated that “the performance of brand points out how successful a brand is in the market and aims to evaluate the strategic successes of a brand.” In addition, trust, perceived quality, brand image, satisfaction, and brand performance differ across “stakeholder groups” [41]. Scholars have confirmed that a decent reputation and increasing profits are signs of better performance[42]. In previous literature, brand performance used as an independent variable [43], as a dependent variable [44], and also as moderator [45]. Meanwhile, an influence of SM on brand performance still needs more literature [46], it has to be utilized in SMEs, particularly in the service sector proposed by the [42]. Furthermore, [47], also used the perceived brand reputation as a mediator between brand extensions brand equity and perceived quality. Thus the present work adopts brand reputation as a mediating variable among dimensions of brand equity and brand performance. While the [46], used SM activities as a mediating variable between entertainment, customization, perceived risk, interaction, trendiness and dimensions of brand equity and customer response. In addition, [44], used the SM capabilities as a moderator among the brand orientation and brand performance. Hence, keeping in view the wide acceptability and increasing penetration percentages of internet users globally, we argued that it has a significant influence on the performance of the organizations.

The current study adds to the mounting literature on brand equity, brand reputation, and brand performance and moderating effects of SM. First, this study focus on the progress of a brand equity model, suitable for chain and fast food restaurant Brands (KFC, Pizza Hut, TGI Fridays, Subway, The Chair Bar & Grill), and emphases on its measurements as embodied by “chain restaurants’ consumption psychology”. The present study proposes that brand awareness and brand association are major components of brand equity. Although various Scholars have investigated on the advancement of brand equity framework, there has been less framework in the context of fast food restaurant Brands particularly in a developing country like a Pakistan. The results are shown in table – 3: indicate that brand awareness and brand association have positive impacts on brand reputation, as well as brand reputation has an optimistic impact on brand performance. Thus, we confirm the mediating role of brand reputation on the association among brand equity dimensions and brand performance.

More specifically, we have constructed seven hypotheses. From which four comes under the umbrella of direct effect and remaining under the roof of the indirect effect. We constructed that H1: the brand association has a significant influence on brand reputation. Results mentioned in the table – 3: reveals positive beta coefficient 0.133, standard deviation 0.063, t-value 2.108 > 1.96, p-value 0.036 < 0.05, decision supported the hypothesis. Hence the results are consistent with previous studies of [66]. In addition, Hypothesis – 2: stated that brand awareness hasa significant influence on brand reputation. Results mentioned in the table – 3: reveals positive beta coefficient 0.625, standard deviation 0.0626, t-value 10.553 > 1.96, p-value 0.000 < 0.05, decision supported the hypothesis, results of the study supported by previous work of [58]. In addition hypothesis – 3: constructed for the positive and significant impact of brand reputation on brand performance. The 0.558 beta coefficient, 0.031 standard deviation, 17.744 > 1.96 t-value and 0.000 1.96, p-value 0.000 Hypothesis – 4 & 5: established in support of mediating effect of brand reputation towards brand performance, the results founded positive and significant as t-value 2.163 and 7.81 > 1.96 and p-value 0.031 and 0.000 < 0.05. The results noted also supported by previous studies [66, 67]. Furthermore, the hypothesis – 7: established for moderating effect of social media, results founded with negative path coefficient -0.071, standard deviation 0.036, t-value 1.992 > 1.96 and p-value 0.047 < 0.05. However, a hypothesis supported because the results are significant. The result is consistent with previous studies of [87].

In conclusion, it is indispensable to understand the drive of stopover and advance brand equity dimensions grounded on the aims of the visit in the fast-food industry to improve the reputation and trust of service providing organizations. Furthermore, executives should habitually crisscross whether customers are satisfied with restaurant, and alter it consequently grounded on social inclinations and target customers penchants.

Marketing For Business: Market Segmentation, Social Media Marketing And Branding

What are the benefits of Market Segmentation?

Customers differ from each other in many ways, such as; the benefits they want from a product or service, the amount they are able or willing to pay, the amount they buy, when and where they buy it and the type of marketing they see that draws them to a product or service. This is why market segmentation is crucial to any business. Market segmentation is the process of dividing a market into parts that reflect different customer wants and needs. When dividing a market, there are four different segments that a business could use to enable them to accurately target customers and differentiate itself from competition.

Firstly, a business could use demographic segmentation. This is when a market is split up into age, gender and occupation to name a few. For example, Nivea segment their market via gender. They started over 100 years ago by producing skincare for women, until the 1980’s when they began branching out with skincare for men also, aptly titled ‘Nivea for men’ (Nivea, 2020). This means Nivea are now clearly segmenting their market and can advertise products accordingly. For example, Nivea products for women are advertised on day time TV and between programmes such as Loose Women and Coronation Street, where as Nivea for men products are advertised during the evening by using adverts between sporting events that are televised. The benefit of segmenting via demographic is that marketing communications can be targeted effectively and the marketing message can be delivered to the relevant audience. By successfully segmenting via gender, Nivea made sales of $5.2b in 2018 (Forbes, 2019) and are one of the market leaders in the consumer-packaged goods industry.

Psychographic segmentation is another way a business could segment their market. This type of segmentation is slightly more difficult as it is subjective and based on personality traits, motivations and values. Ferrari could be seen to segment psychograpgically as they specifically target wealthy customers who are image conscious. Ferrari price their cars between £200,000 and £300,000 meaning they are not aiming at the general public, so it is especially important to segment their market. Ferrari are aware that their customers are image conscious, who value quality and status and do not mind paying the expensive price tag. It’s extremely beneficial for Ferrari to segment their market because of the high price of their cars, they therefore need to meet their customer needs in order to make a sale.

While demographic and psychographic focus on who a customer is, behaviour segmentation focuses on how the customer acts. Behavioural segmentation can assess purchasing habits and brand loyalty. An example of a business who segment via behaviour are Nike. They clearly split their product portfolio into the benefits sought by the customer. For example, they released a whole campaign dedicated to ‘yogis’ (people who partake in yoga) in 2018 due to the fact that this leisure activity saw in increase in participation. By segmenting via behaviour, it meant that Nike could target a very specific market segment and increase their profits as they were specifically creating garments for yoga. Nike also did the same with their trainers and expanded their product portfolio to target niche markets such as ‘cross country runners’. Again, by releasing footwear specifically for this segment, it means that Nike were able to target more customers with direct marketing. This could lead to an overall increase in market share for a business such as Nike due to them meeting such a variety of customer needs.

Finally, a business could segment the market geographically. This is when a business can segment via a country, a post code, or climate. A business who conducts this segmentation successfully is KFC. They adopt various different menus based on where their restaurants are located. For example, in Egypt, due to it being a Muslim country, KFC serve halal meat in all restaurants so they are adhering to cultural regulations. By segmenting geographically, it means that KFC have better opportunities for growth. This is because they can start to expand in more countries, meeting customer needs along the way with their diverse menus in order to gain a competitive advantage against the likes of McDonalds and Burger King.

Overall, segmentation is extremely beneficial to any business considering releasing a new product or expanding their product portfolio. Markets are increasingly dynamic and fast paced so a business must take this into consideration when segmenting their target audience. A clear benefit of segmentation is the impact it has on the marketing mix. It not only means promotions can be targeted to a clear audience, rather than wasting resources on the wrong customers but segmentation can also give a clear indication of the product that needs to be released into the market, the price a business needs to set their product at and a place where they need to sell their product from, so that it is specifically tailored to meet customer needs and they can adopt a key position in customers minds.

How can Social Media be used effectively in marketing?

There are minimal marketing buzzwords that seem to elicit more attention than that of social media. That’s because when a social media campaign is creative and well-executed, it can prove a powerful addition to any companies marketing strategy.

But with so much competition for attention, ever-adapting algorithms and high costing marketing mistakes, many businesses face a difficult time generating a significant return on investment from social media. Yes, social media marketing may face some struggles, but it’s also packed with potential, and with 45 million social media users in the UK in 2019, equating to 67% of the population, (AvocadoSocial, 2019) if used effectively it can have hugely beneficial impacts to any business.

One primary benefit of social media in marketing is its cost effectiveness. With the average Brit spending one hour and 50 minutes of their day on some form of social media (TigerMobiles, 2020) it is more likely that whilst scrolling down their feed they will come across some form of advertisement, whether it be on Twitter, Face book or Instagram. The benefit this has to the business in question is that this account will have been free of charge to set up. In this day and age advertisement is becoming more expensive and difficult to get a hold of. A business can pay up to $5.6 million dollars for a 30 second TV advertisement slot (CNBC, 2019) during major TV ad breaks such as the likes of the Super Bowl. Obviously, not all businesses can afford this kind of cost, thus creating their social media campaigns online for free, and only being held at a fee is they choose to actively pay for their brand to be promoted. If used effectively, social media marketing can have a vast outreach and catch the attention of millions of social media users, making them aware of a campaign and increasing a business’ brand recognition.

An example of a business that uses social media marketing effectively is Missguided. Missguided use numerous social media platforms however their main platform in Instagram. They currently have 6.5 million followers just on that one individual platform. They often vary their content to keep users engaged by showing things such as tutorials, music and any offers or incentives. This is effective to Missguided as it means they are keeping up with the current trends and thus keeping followers engaged. In 2018, Instagram played a huge part in making Missguided’s financial and marketing success. Missguided used Love Island celebritites to promote their campaigns, using them to advestise and upload photos of their new clothes ranges. They posted stories on their Instagram page such as ‘shop the look’, which received a huge interaction with fans across the platform and resulted in sales increasing by a huge 40% (Newswhip, 2018). Missguided’s social media marketing was increasingly effective due to their understanding of the demographic wants of their consumers. Having a good understanding of social trends within society is a huge part of the steps to establishing a successful social media campaign.

Another way that social media can be used effectively in marketing for business is through them watching and keeping up with their main competitors. The benefit of social media is that it’s unrestricted. Although this can have its downfalls, it can also be used to a business’s advantage. If a brand wants to remain competitive in the digital marketplace, it is vital that they start working toward building a presence on social media, as it is incredible likely that in this day and age, that is what their competitors are doing. By watching their competitors’ social media, a business can have an increased insight on their following, their marketing techniques and sales tactics; a business can then take this information and use it to their own advantage. This technique is heavily taken onboard within the fast food industry. Rivals Dominos and Pizza Hut closely monitor each other’s marketing presence and analytics, and if they see a marketing technique that they like and has proven to be a success, they’ll take it, and use it on their platforms to help them achieve increased brand recognition in hope they can boost their sales and profit stream, giving them an increased market share.

In conclusion, the use of social media can be incredibly effective and increase sales when well executed. However, there are many factors which determine how successful a campaign is.

A business must have a good understanding of their target market, as without this the advertisement may not have the impact on customers that the business once hoped for, and they require a good understanding of current social trends, thus giving them an understanding of what their customers want to see and will engage with. If social media marketing is understood and pulled off, it can increase a business’s presence and brand recognition, encourage positive word of mouth and give them an edge over their competitors. This will lead to increased sales and thus profit, potentially expanding a company’s market share and giving them the opportunity for expansion.

Why is Branding Important to consumers and organisations?

The decade we’re in is an advancing one. The business industry is growing by the day and it’s more difficult than ever to come up with a unique, never been done before idea that will be new to its market. So what’s one of the main influences that can give your business a competitive advantage over all others? –Its branding. Branding goes way beyond just a logo or a graphic element, it considers a business’s vision, mission, language and many other factors, which when successfully combined together, can create a perception of your business that to consumers and organizations will give it that important edge over all others.

Branding promotes recognition. In an article published By Forbes in 2019, Apple topped the list of branding behemoths for the ninth year running, amassing an eye-watering brand value of $205.5 billion, a figure that had increased by 12% over the past year (Forbes, 2019). Although their branding may look simple, it takes a lot for a company to make their brand that recognizable to consumers. It isn’t just about the logo or slogan; a brand image encompasses both visual elements and brand associations like speed, reliability, ethics and quality. If a business doesn’t put the effort into maintaining a consistent brand image throughout every interaction a consumer has with their brand, they’ll find it very difficult to develop an easily recognizable one.

In addition to this, a company’s branding can help them to set themselves apart from the competition. In today’s global market, it is critical to stand out in the crowd. A business is no longer competing on a local stage; every organization now competes in the global economy. By having a strong and recognized brand image, a business is more likely to be purchased by both consumers and organizations. Take Coca Cola for example. Coca Cola are veterans in this area, and they have shown the world how consistent quality and outstanding marketing strategies can keep one and the same product on the throne for decades. This does however go without saying they have faced their fair share of competition. In 2017, Coca Cola achieved net operating revenue of $35.41 billion, and a gross profit of $22.15 Billion (NotesMatic, 2018). With this knowledge in mind, Coca Cola has become one of the most replicated grocery items in the UK. Thriving UK supermarket chains such as Tesco, Morrison’s and Sainsbury’s have all created their ‘knock-off’ version of the drink, but despite being sold at 1/3 of the Coca Cola price, it doesn’t achieve anywhere near the sales volume of the real thing. This can be put down to Coca Cola’s strong brand image, setting them apart from any competitors. Their objective is to sell an experience, not just a product, and their $59.2 billion brand value in 2019 (Forbes, 2019) suggests that this is paying off.

Finally, a strong brand image creates a good first impression. In business, a positive first impression is everything. Whether it be in regards to the way employees are dressed, the businesses website, and the aesthetics of the business cards or the cleanliness of the store. It may seem superficial, but these minor details are the points of contact a business will have with potential customers. In this case, presentation is everything. Although these things alone don’t make a sale, they do create a good impression about the expected brand promise, and this may be the USP that gives one business the edge over another. Once a business has this strong brand image established, they have the ability to charge premium prices as their product is recognized, well associated and potentially considered the ‘go-to’ product within the market. A strong brand identity creates an image of an established business that’s been around long enough to become well-known. A branded business is far more likely to be seen as experienced, and generally be viewed as more reliable and trustworthy than an unbranded business.

To conclude, brand image is important for any business. When consumers or organizations choose to buy or invest in a product or service, they aren’t just buying the product or service; they’re buying what the brand itself stands for. That’s why it is important for every business, big or small, to establish a brand image that will convey exactly what they want it to say, and how it will be perceived throughout their business cycle.

References:

1. Ackroid, B. (2019). How much time do people spend on social media?. Available: https://www.tigermobiles.com/blog/how-much-time-do-people-spend-on-social-media/. Last accessed 20th April 2020.
2. Battisby, A . (2019). The latest UK Social Media Statistics for 2019. Available: https://avocadosocial.com/updated-the-latest-uk-social-media-statistics-for-2019/. Last accessed 20th April 2020.
3. Forbes Stats. (2019). Coca-Cola (KO). Available: https://www.forbes.com/companies/coca-cola/#561b2fe1438c. Last accessed 20th April 2020.
4. Forbes. (2019). The World’s Most Valuable Brands. Available: https://www.forbes.com/powerful-brands/list/#tab:rank. Last accessed 20th April 2020.
5. Hudderson, T. (2019). How much it cost to air a commercial at the Superbowl. Available: https://www.cnbc.com/2019/01/30/how-much-it-costs-to-air-a-commercial-during-super-bowl-liii.html. Last accessed 20th April 2020.
6. Nicholson, B. (2018 ). How Missguided won at e-commerce. Available: https://www.newswhip.com/2018/08/missguided-innovated-ecommerce-marketing/. Last accessed 20th April 2020.
7. Nivea. (2020). The History of Nivea. Available: https://www.nivea.co.uk/about-us/nivea-history. Last accessed 20th April 2020.
8. Pratap, A . (2018). Who are the competitors of Coca-Cola company?. Available: https://notesmatic.com/competitors-of-coca-cola-company/. Last accessed 20th April 2020.
9. Vetter, D. (2019). Nivea. Available: https://www.forbes.com/companies/nivea/#69f309f489f7. Last accessed 20th April 2020.

Strategic Management: Developing a Brand in Airline Industry

Abstract

In order for organizations to be successful, consideration must be given to their brand identity. The intent of this individual research paper is to investigate the different techniques organizations can and do implement to strategically market their brand to the consumer. The techniques, strategies, risks, and rewards will be discussed in order to evaluate the efficacy of the various strategies organizations employ.

Introduction

The idea of strategic management in regards to marketing an organizations brand and creating an identity is to maximize the ROI and grow the organization. Kotler (2011) states that ‘to have low prices is not enough to build a feasible business, you need to add quality and services for the customer to feel that he is buying based on value”. Developing customer loyalty is done through perceived performance and the consumer’s resulting satisfaction. The previous mentioned quote points out the importance of developing a brand and identity because it indicates marketing activities by themselves are no sufficient enough to ensure success. Customers give preference to one brand over another and according to Aaker (1998) the consumer will not be as sensitive to prices which therefore results in brand loyalty creating a competitive advantage. It is through the understanding of brand identity, market position, image and brand equity that we can evaluate whether the “market uses and appreciates these actions, so they can bring results” according to Eduardo De Paula E Silva Chaves. (2017, pg. 1247).

Brand

Aaker (1998, pg. 7) defines ‘brand’ as “a distinct name and/or a symbol that aims to identify a seller’s goods or services and differentiate these goods and services from its competitors”. It can also include the name, packaging, logo, communication, etc. as a method further communicating the brand’s value and differentiation among its competitors (Tomiya, 2010, pg. 26). Essentially, a name is more than just a name, otherwise it is of little to no importance (Kotler; 2011, pg. 394).

Eduardo De Paula E Siva Chaves (2017, pg 1248) identifies a brands three main functions. 1) Navigation: helps consumers choose among different options, 2) Security: the brand communicates the quality of product or service, and 3) Engagement: aids the customer in identifying with the brand.

Brand Identity

Brand identity is explained by Wheeler (2012, pg. 58) as a strategic tool that assists in providing qualitative-quantitative results in reporting, recognition and competitive differences and is a way an organization can position and identify itself and its products. Strong brands have brand identities that are clear and represent the meaning of the brand. A organization’s brand identity also assist in differentiating it from their competitors through brand value, increase awareness, communicating strengths, developing awareness, and fostering consumer loyalty.

Brand Positioning

Eduardo De Paula E Siva Chaves (2017, pg 1248) identifies a brand’s positioning as the marketing mix which includes product, price mix, promotion, advertising, and place. These tools aid organizations in determining their position in the market in consideration of consumers and competitors while also providing a means to evaluate strengths and weaknesses.

Brand Image

Brand image is the impression of the brand in the consumers’ mind and is usually developed over a period of time through marketing initiatives, advertising, and the consumer’s experience. Thimothy (2017) states a company’s brand image the business’ identifier and is the culmination of every interaction with the organization. It is the impression consumers will generate through interactions with employees, services, products, websites, quality, etc.

Consumer Psychology

Organizations can develop their brand to meet certain customer needs in the market and use their brand to differentiate themselves among their competitors. This can be seen in the airline industry where airlines such as Frontier and Allegiant offer inexpensive flights, during seasonal time frames, and with limited amenities and service. Other airlines like Jetblue, American Airlines, and Southwest serve a different niche of the airline market that aims to provide services and amenities that simplify the costumers’ flying experience for a higher cost but with greater ease and comfort. Understanding consumer psychology can help organizations understand what satisfies customers, what the market expectations are, and how to build brand loyalty.

Tokhi (2009) explains four elements of service Airlines must consider in order to maximize growth and profitability through the use of strategic marketing. The four elements Tokhi identifies are 1) Intangibility: Immaterial services and goods, expectations such as comfort, on-time flights…etc., 2) Inconsistency: Rapidly changing prices and services, 3) Inseparability: Separating the brand from the service, 4) Inventory: Managing goods, services, and products. Tohki continues to explain organizations should market themselves as offering tangible services. By understanding the psychology of the consumer, marketing can then be directed to promoting the benefits of using their service. An examples of promoting intangible services is Delta’s branding message “Delta respect you and your time, and acknowledges the challenges of travel today.” This elicits a psychological response that says I will arrive on time to my destination with minimal challenges and obstacles. Similarly, American Airlines promotes amenities such as in-flight wifi so people can still travel and not have to put life on hold while in the air. With airlines facing rising costs and limited innovation, the challenge is differentiating yourself among the competitors in an industry where customers are increasingly becoming unsatisfied.

Applying Four Elements of Service

Intangible services, as previously mentioned, are immaterial items that can’t be evaluated or produced ahead of time and as a result it is difficult to communicate and sell the service to customers. In the airline industry, the core product is transportation. But in order to communicate the intangible services to distinguish themselves from the competitors, certain tangible cues can be presented such as staff dress code, appearance of facilities, food/beverages, seats/cushions, movies, wifi, logo, color/design, baggage…etc.

Inconsistency in the airline industry can lead to distrust, anger, and frustration with consumers. According to Silling (2013), organizations have a lot more tools at their disposal to inform customers and employees of brand-related information such as pricing, promotions, customer service and other important information. Utilizing an omni-channel communication strategy to provide customers and employees with adequate information in an easy to use and access format can be more important than price alone. Opportunities to obtain feedback from customers can help raise satisfaction and improve areas of inconsistencies with market expectations.

BMS (2013) states in many industries, services require the customer be actively participate and Airlines should consider the customers as an integral part of the company since they have to actually be present when the service is performed. BMS continues stating “The inseparability of services leads to: Customer being co-producer; Often customer being co-consumers with other customers and; Customer travelling to the point of service production.”

Inventory in the airline industry would primarily fall under the complex process of seat control (inventory) and pricing. The inventory is limited and highly perishable and a systematic approach is required to effectively manage the sale of the perishable assets while maximizing operating revenues (Centonze, pg. 33). This is a difficult process since travel habits and behaviors can vary based on individual/differentiated needs, economic conditions, and willingness-to-pay; however, profits are directly dependent on successful inventory management.

According to Bogaisky (2018) and research done by Atmosphere Research, “the average household income of travelers on American, United, Delta all top $105,000 a year, boosted by their first class and business passengers; JetBlue and Southwest passengers are at about $100,000. Budget airline travelers average $78,000, while the average household income in the U.S. is $55,000.” Additionally, over half of the people in the United States earning a ‘high income’ of $250,000 per year are under the age of 40, and the population of this group has grown up traveling, enjoy traveling, are well-educated, are high-tech and mobile, have the income to travel, and are loyal to brands the makes sense to form a relationship with according to Harteveldt (Terrero, 2015). Despite only making up 1% of the market in the United States, they are expected to spend over $1.5 billion dollars per year on travel.

Glaser (2015) provides a good comparison of different airlines serving different target audiences. JetBlue and Spirit airlines she describes as “Family Dollar versus Nordstrom in the skies”. JetBlue is known for outstanding customer service, comfort, and in-flight amenities; which understandably comes at a higher ticket price. Conversely, Spirit (and other budget airlines) target lower-income travelers, those travelers who are price-sensitive and those who otherwise might not have considered flying by being priced out of the market.

Developing Brand Loyalty

Brands are used to build up the image of the company in the customer’s mind in order to retain and attract new or unhappy customers from the competition. One method of increasing consumer loyalty is through rewards programs and promotions. Rewards programs are used to build up frequent flyer miles, receive upgraded seats, priority boarding, and waived fees. In the event of a bad experience on a flight using a particular airline brand that the consumer may have accrued thousands of frequent flyer miles accumulated on, it may prevent the consumer from hastily switching to a competitor.

Additionally, the perceived value of the reward program greatly adds to the psychological benefits. The sense of belonging to a community and the accumulation of points/miles can and often times will fall into consideration as a luxury reward by the customer according to Li, Zhao, and Ma (2006, pg. 616). Li continues by stating “seldom research focuses on the influence of perceived value of reward programs on customer retention behavior, but Yi and Jeon’s, [whose] research results show that involvement moderates the effects of reward programs on customer loyalty”. This can be interpreted by saying the more involved an organization can get the consumer in the rewards program, greater fostering of costumer loyalty can be achieved. Sumers (2018) reports analysts are attributing the massive revenues generated by airlines to loyalty programs with American Airlines reporting a 10% year-over-year increase in marketing revenue, reaching $1.15 billion. American Airlines is not alone in reaping the rewards from loyalty programs. Hawaiian Airlines and JetBlue had seen significant growth in marketing revenue at 52% and 23% respectively (Sumers). Furthermore, through mergers and acquisitions, the airline companies are healthier financially and are partnering with banks and utilizing leverage to get banks to pay more for flyer miles.

Airline Networks and Alliances

“The network is a key strategic factor of airlines” according to Centonze (pg. 29). International alliances were developed after market deregulations took effect with the objective of adding as many destinations as possible through partnering with other airlines. It is a source for generating revenue/costs, it can be a differentiator among competitors, and is an integral strategy in the airline industry. Airlines have found great benefits of alliances as it helps increase capacity and reach through multi-hub operations and traffic through secondary and tertiary airports. However, Goh & Uncles (2003) point out that while most business travelers have access to the benefits of global alliances, a significant amount of them do not understand or are unsure of the benefits; specifically confusion over lounge access, transferability of priority status, and seamless travel.

Earning frequent flier miles on multiple airlines and a larger area of global network access are the two benefits most travelers are aware of. One area of discontent among customers though is the belief that the customer will travel on their preferred airline when in fact they are often placed on alliance/network aircraft without prior notice and this can lead to brand damage through consumer beliefs they’ve been deceived (Weber, 2005, pg. 258). Weber continues to state the benefits, as viewed from high-priority customers, which are global alliances’ primary targets, do no view or rate the benefits higher than low-status customers. Additionally, Goh and Uncles (2003) concluded that buyers saw the advantages offered by the major global alliances are practically indistinguishable thus questioning the viability of networks/alliances to ingrain dedication to specific carriers. While loyalty programs attract customers, the benefits associated with them are evidently confusing and off-putting to frequent and occasional travelers alike. It is therefore of obvious critical importance that communication is effectively used to target customers and customize the message globally (Weber, pg. 263).

Differentiating

Some examples of airlines differentiating themselves are presented by Selvaggio (2018) in which he states Southwest used peanuts and humor, Spirit used low-cost fares and fees for everything including toilet use, and Hooters utilized revealing clothing. An interesting differentiator was done by Song, which branded themselves as a “carrier within a carrier” and targeted 51% of the population, women (Vaz, 2012). It was discovered that 80% of women booked vacations and the brand was built specifically to attract women. Kate spade designed the uniforms and accessories, paint was chosen to appeal to women, hand-shaken martinis were available for $5, organic food was served, bigger tv’s to occupy children, and exercise bands to workout at your seat. Song intended to create a culture, or a lifestyle brand. Unfortunately, the product wasn’t marketed properly and customers were confused on what the brand was. Song airlines was focused too much on who they were and what they represented instead of the product and services they were selling.

Keys to Effective Airline Branding

Nigam (2008) presents 6 concepts to build an ideal airline brand which accounts for the reality of business and the volatile industry. The 6 concepts are brand expectations, brand experience, brand expression, brand externalities, brand extensibility, and brand x-factor. Expectations, experience, and expression focus primarily on customer engagement and involves generating brand awareness , brand preference, and pre/post purchase engagement. Externalities, extensibility, and x-factor deal with the airline industry and the unique environment in which they operate.

The idea is for airlines to make an authentic brand promise as a key to satisfying customers by setting clear and honest expectations. Additionally, a brand’s experience is a key factor in fostering brand loyalty through superior interaction and service with the airline ranging from booking, check-in, seats, etc. Engaging customers is important to build familiarity and through constant interaction, using improved technology such as social media or blogs, brand loyalty can be nurtured.

Externalities are something that airlines have to deal with continuously. These consist of new competitors, flight delays, and mechanical problems; all are items that need to be dealt with but handling these issues are key to differentiation. Consistency of service and staying true to brand values and vision, product offerings, and partner brand alignment are key extensibility goals. And finally, the x-factor are the nuances that elevate brands in a different strata (i.e. Apple, Harley Davidson, etc.)

Conclusion

In conclusion, Airlines need to effectively communicate an promote their brand, develop loyalty through rewards programs, and clearly communicate the benefits of the programs and alliances. Song airlines presented a unique perspective of a great idea for product and services, but fell flat promoting and marketing and eventually prompted their end in 2006 when they merged into Delta. Song operated for three years and did not generate and profits. Some consider the product and services the best in the industry, however they just couldn’t get their message to stand out in the market.

References

1. AAKER, David A. (1998) Brands: Managing Brand Equity Brand value. 13th edition. Sao Paulo: Elisevier.
2. BMS. (2013, June 30). Inseparability iin the Airline Industry. Retrieved February 4, 2019, from http://www.bms.co.in/inseparability-in-airline-industry/
3. Bogaisky, J. (2018, July 31). Does David Neeleman Have A Clear Flight Path For His New Airline? Retrieved February 4, 2019, from https://www.forbes.com/sites/jeremybogaisky/2018/07/31/does-david-neeleman-have-a-clear-flight-path-for-his-new-airline/#7452f0b635bc
4. Centonze, A. (2009). The airline industry: Challenges in the 21st century. Heidelberg, Germany: Physica-Verlag.
5. Glaser, S. (2015, May 05). Comparing JetBlue and Spirit airlines: It’s comfort vs. cost in the skies above Cleveland. Retrieved February 4, 2019, from https://www.cleveland.com/travel/index.ssf/2015/05/comparing_jetblue_and_spirit_a.html
6. Goh, K., & Uncles, M. (2003). The benefits of airline global alliances: An empirical assessment of the perceptions of business travelers. Transportation Research Part A: Policy and Practice,37(6), 479-497. doi:10.1016/s0965-8564(02)00054-x
7. KOTLER, Philip. (2011) Marketing Management: Analysis, planning, implementation and control. 5th ed. Sao Paulo: Atlas. Eds. Tjoa, A.M
8. Li, C., Zhao, P., Ma, J., 2006, in International Federation for Information Processing, Volume 205, Research and Practical Issues of Enterprise Information Systems, eds. Retrieved February 3, 2019, from http://dl.ifip.org/db/conf/ifip8/confenis2006/LiZM06.pdf
9. Marketing-Schools. (n.d.). Marketing Airlines. Retrieved February 3, 2019, from http://www.marketing-schools.org/consumer-psychology/marketing-airlines.html
10. Nigam, S. (2008). 6 Steps To Building a Swashbuckling Airline Brand. Retrieved February 5, 2019, from http://www.aca-assoc.com/resources/6_steps_to_building_a_swashbuckling_airline_brand.pdf
11. Selvaggio, J. (2018, January 17). Brand Strategy: Differentiating An Airline. Retrieved February 5, 2019, from https://www.brandingstrategyinsider.com/2012/06/brand-strategy-differentiating-an-airline.html
12. Silling, U. (2013, June 25). ANALYSIS: How airlines can keep service consistent across all channels to customers. Retrieved February 4, 2019, from https://www.flightglobal.com/news/articles/analysis-how-airlines-can-keep-service-consistent-a-387659/
13. Sumers, B. (2018, August 13). U.S. Airlines Report Sky-High Profit From Frequent Flyer Programs. Retrieved February 3, 2019, from https://skift.com/2018/08/13/u-s-airlines-report-sky-high-profit-from-frequent-flyer-programs/
14. Thimothy, S. (2017, September 13). Why Brand Image Matters More Than You Think. Retrieved February 1, 2019, from https://www.forbes.com/sites/forbesagencycouncil/2016/10/31/why-brand-image-matters-more-than-you-think/#188512c10b87
15. Tokhi, M. (2009). A Case Study on Classic Airlines: Practical Marketing Solutions. Journal of Business Quarterly, (ISSN 2152- 034), 16-25. Retrieved February 3, 2019.
16. Vaz, A. (2012, November 20). A Sad Song: The Failure of Song Airlines. Retrieved February 5, 2019, from https://eloquiumblog.wordpress.com/2012/11/20/a-sad-song-the-failure-of-song-airlines/
17. Weber, K. (2005). Travelers’ Perceptions of Airline Alliance Benefits and Performance. Journal of Travel Research,43(3), 257-265. doi:10.1177/0047287504272029
18. WHEELER, Alina (2012) Desing Brand Identity: an essential guide for the whole
19. branding team. 3rd ed – Electronic Data – New York: Bookman.

Advertising, Marketing And Brand Management

Introduction

Marketing and brand management is the concern which requires a depth know how to assess the impact and the significance to be able to sell the enterprise and supply the desirable improvement to the corporation. It does not have the most effective simply regarding the product or maybe the emblem as an alternative that is extra immoderate than it is miles displayed as a whole, it’s far the tool that enables to apprehend the notion of the not unusual human beings in the direction of the products and display the cost of the products in vicinity of the organisation some of the loads. There are numerous questions associated with the concept of branding such as how the employer receives the reputation of a logo, what are the approaches to reinforce the brand picture, the logo has any capability to revert again from the situation of catastrophe and so others. as a result, the “Apple Inc.” commercial enterprise company has been chosen to analyse and expand the whole dialogue. is it far one of the world’s leading companies in the global and doing enterprise within the international market for numerous years and faces plenty of problems and difficult instances. that is the most ideal instance to talk about the entire. The report discusses all the vital factors and additives which might be crucial to become an emblem from a corporation.

Elements of Brand Targeting

The brand elements has positive definition which is discussing in brief approximately the goods, presents concept to the customers in addition to enables by allowing the clients understand whether their necessities are obliged or no longer and therefore allows in offering a significance to the logo. The additives of amiability allow in making the company understand that whether or no longer the emblem has supplied their aesthetic attraction to the customers. A representation of the brands would possibly every now and then be stronger as a visual or sound however may not usually relate the ones symbols to the actual symbols of the products. The additives of the portability come to a decision the effectiveness of the goods for the product range or category increase, and also allows in understanding the apprehended volume to where the product has the capability to go their environmental limitations of the company’s business. The function of flexibility through the years allows in searching for the modifiers within the values of the clients in addition to their opinions. There are positive elements that incredibly effect at the placement of the business enterprise. design, communication, distinctiveness, agree with, idea and significance are the most critical of those elements. The placing goods and the corporation is the guarantees. Making guarantees isn’t always sufficient, as well as essential to maintain the promises. Positioning of the organization notably relies upon on the efforts the corporation employees spend on marketing and promotions of the goods. The extra flexible and bendy is a logo, it is far a good deal less complicated to end up to date. The very last detail is the detail of protection, this suffice the quantity of safety an emblem is capable of offer each within the competitive in addition to legal sense.

As a result a business enterprise has to select the ones emblem factors that has the potential to offer a safety across the world, because of this the cultured values of the logo must companion with international marketplace requirements, the emblem must has formal registration with the local and national legal our bodies, and have to have the capability of significantly protecting emblems from the undesirable transgression of opposition.

There are numerous strategies and alternatives to facilitate brand factors. One need to constantly attempt to preserve logo names which might be easy and smooth to pronounce or spell. The emblem of path is a without difficulty recognizable call that at once tells humans approximately a positive company that manufactures certain merchandise or renders sure offerings. logo identification is the manner humans understand the emblem. it can be via the emblem or different related visuals. emblem image is the concept of the logo that humans broaden in their minds. It additionally dictates what they anticipate from the emblem. for example, Bentley has the photo of a luxurious vehicle maker. So, it cannot be creating a price range vehicle despite the fact that there is a marketplace. Its present top-class clients gained to take it kindly because it dilutes the stated image. It’s tough and occasionally not possible to alternate logo image. brand character is similar to the personality of human beings. it is sure emotional or non-public characteristics that we associate with a selected emblem. as an instance we are able to companion freshness with Coca-Cola. Each detail of the brand identification inclusive of the shade of the brand and the layout at the logo call provides to the persona.

Target consumer and positioning

Growing enterprise advertising is an essential component that performs an essential position in increasing the enterprise and control in the marketplace. The undertaking of marketing is divided into 3 components. those are separation, concentrated on clients and setting the goods.

Brand Positioning

The means of product placement is the way wherein the clients specifies a product relying on their capabilities that can be sufficient to the position of the product within the minds of the customers associated to numerous different products which are in opposition. at the same time as making plans a product positioning map to plot the site techniques a marketer has the dependency of making a notion positioning a map that has the capability to outline the notion of the purchaser approximately the enterprise’s product associated to their notion on the products that are in competition. The logo placing need to have the potential of providing the choices and the necessities of the goal marketplace. that is accomplished through the identity of diverse competitive advantages that may assist in developing a role. Then from the recognized competitive advantages one must select a capability gain that has the functionality of making the brand function. Then a normal positioning approach have to be built to maintain on the placement. competitive blessings are in particular acquired through gaining greater interest of the customers than the competition through imparting the patron large values, that is accomplished through presenting the products at decrease expenses or giving massive advantages that has the capability to validate the excessive expenses.

The brand positioning statements are frequently burdened with business enterprise catchphrases or sayings. Positioning statements are for inner use. those statements manual the advertising and running selections of your commercial enterprise. A positioning assertion enables you are making key choices that have an effect on your client’s perception of your brand. A tag line is an outside announcement used on your advertising and marketing efforts. Comprehensions out of your positioning statement may be became a tagline, however it is far critical to differentiate among both of the two.

The unfortunate fact is that no salesperson has the strength to place whatever within the consumer’s thoughts, which is the middle pledge of placing. The perception that positions are built via entrepreneurs must die. every consumer has their personal concept of what they are. Positioning is not always something you do, however instead, is the end result of your client’s notion of what you do. Positioning is not always something we are able to create in a vacuum the act of positioning is a coauthored experience with the clients. in the back of your positioning statement or tagline is your purpose the way your preference your enterprise to be represented to clients. as soon as the actual function of positioning is known, having a tagline or a positioning declaration may be beneficial by using clarifying your emblem’s essence within your corporation. through inspecting the essence of what you are and evaluating it with what your clients need, the doorways open to building a company with a sturdy positioning within the thoughts of the client. outstanding brands merge their passion with their positioning into one declaration that captures the essence of each.

Brand competitor and brand image

Apple corporation is a globally recognized brand for its innovation, innovative advertising, minimalistic layout, and technological upliftment. it’s far the business enterprise that can do near impossible. it’s far one of the pinnacle 4 era giants which can be regarded for its game converting pleasant. The logo loyalty is on the centre or middle of its worldwide achievement. it is the ionic call within the enterprise of computer, smart phones, and different amusement technology. it is a modern emblem as it is the father of the numerous extraordinary technological improvements like Macintosh, iPod, Mac and so others. it’s far the brand loyalty that renders the increase of the sales of the business enterprise. even though Apple is the popular technology brand, but it has confronted excessive opposition within the worldwide marketplace. The pinnacle opposition brands of Apple are Samsung, Microsoft, Sony, Asus, Lenovo, dell, Toshiba, Packard, Hewlett, Acer, pixel, Xiaomi, and others. most of these corporations have their very own consumer base within the worldwide exchange marketplace. The tagline of the organization is “suppose in another way”. The corporation itself sees the sector in one of a kind manner and additionally evokes the clients to do the equal. it’s far the satisfactory of maintaining guarantees that make the employees unswerving and enables to construct brand images.

Strategies for building brand equity

Designing marketing programs to build brand equity

There are some elements that consolidated forms the brand value of the objects or the organization. brand image, brand affiliation, brand individual, brand mindfulness, logo devotion, client discernment are the components. it is absolutely the enterprise esteem that an organization can choose up from making the top-notch view of the consequences of the business enterprise over the representatives. It is not just the value of the items as an alternative it’s far the image of the brand that allows the gadgets to have the choice to pick up notoriety. The methodologies that the Apple the innovation great makes use of are fast pointed out in the end.

• Product is the middle of brand price. it is the nature of the object that assists with picking up the consider in the clients.
• fee estimating is every other key. The clients are consistently prepared to pay excessive if the item is commendable. There need to be a parity in the centre of the nature of the items and its stamped value.
• The business enterprise employs an exceptional channel process that consists of all of the units of the flexibly chain the board like the distributer, retailer, and merchants.
• relationship advertising and marketing is primary to select up the maintain over the market as the clients are the point of interest of the agency, so achievement of the clients is essential to arrive on the business at that stage. Making stable client base desires to give a custom designed and all encompassing brand information.
• it’s far smarter to pick out the way of renting as opposed to following what the Apple corporation has achieved.
• It has assembled its personal locale of clients and their steadfastness closer to the brand is apparent.
• Apple comprehends the innovation which could overpower the clients. It reduces disarray of the customers by means of enhancing the technique of deals.

Concumer’s Based brand equity model

Leveraging secondary brand association and brand equity measurement

Marketing performs a good-sized position in building brand equity. The apple enterprise designs its advertising and marketing packages in a manner that facilitates the corporation to complement the level the 2 vital components of advertising programmes are the sturdy and precise advertising techniques and doing in element studies to recognize and study the thoughts of the customers. The essentiality of a logo lies within the learnings of the clients, their emotions, their observations, and the matters they have got heard approximately the brand as a final result of their experiences with the brand over the years. therefore, the fairness of an emblem on the idea of consumer lies inside the differential effect that an emblem has received at the responses of the clients at the advertising and marketing techniques of the brand. The fairness of a brand has the capacity of supplying or building a bridge for the emblem from them beyond to their destiny. The funding first-class of the brand is a critical issue while the amount funding is a minimum issue. The clients have the strength of choosing the premise in their emblem information that how will they understand the logo inside the destiny. therefore, at the very quiet the proper price of the logo is in dependent on the client’s information and belief approximately the brand.

Marketing communication strategy

Apple usually highlights the method of studies and improvement as it enables the organization to discover something exceptional and out of their comfort zone. communique is the fundamental device of advertising. There are numerous communique techniques which are used to sell the product. advertisement is the most acceptable way to speak with the human beings to sell the goods. An income commercial, direct advertising, private promoting are the most used strategies. Those are critical equipment to communicate with the goal marketplace. The enterprise gives loose presents to the clients on specific products and models. The enterprise additionally makes use of the quantum approach to expand the enterprise and get most advantages of the enterprise. The organization frequently runs loyalty programmes and cards to offer the more centres to growth income as those are important in attracting the clients. The organisation additionally gives praise factors on numerous sales substances. The corporation additionally plays income promotions within the unique events every 12 months, Christmas, wintry weather sale, summertime sales or on every other event primarily based on the geographic places. Social media is the maximum not unusual platform to promote the commercial enterprise and accumulating public reviews and sharing perspectives.

Capturing consumer mindset use techniques

There are numerous methods that the business enterprise makes use of to expand the brand equity. The maximum used and commonplace strategies or gear to seize purchaser mind-set and increase brand fairness are the free association, protecting strategies, brand image, brand awareness, brand responses brand relationships, and many more.

· Free association

It enables to recognize and study the subconscious thoughts. that is a method wherein someone can loosen up one and discover what the individual goals. This the method the apple organization makes use of via leveraging emotions that is important to build brand equity.

· Brand awareness

The branding awareness may want to be created via making the brand repetitively acquainted to the marketplace via non-stop publicity. The linkage within the memory is created and suitable categorization of the product via brand images, symbols, slogans trademarks. The mode of repletion enables in growing the popularity of the goods. The marketed slogans allow in developing the energy of the product links. sporting the footwear of the purchaser is the important key function to stay continuously growing and fulfilling the desires of the clients. With converting instances closing its function within the business marketplace isn’t always smooth. the group of nowadays is distinct of their desires from tomorrows.

Recommendation

Consistency is the basis method to encash achievement. obtaining a peak of achievement is straightforward however maintaining that function is absolutely hard. Apple can use the approach of remaining steady at its role and capable of expand new improvements that facilitates the business enterprise to keep its function within the international opposition market. Apple is understood to its technological upliftment and remarkable and useful discoveries. it is the depended-on organisation that allows the consumer to be loyal closer to the company. There are several giant agencies and massive industries which might be the clients of the company.

Conclusion

Apple has rendered remarkable technical improvements which sell the increase of the world. it is able to be completed close to impossible. The Apple has used the satisfactory of the best techniques to expand its brand and reach the placement in which it is far now. It takes its tag line complete heartedly that it thinks otherwise and implying it completely in its activities which displays in its performances. nevertheless, there’s scope to fix to loopholes and expand its brand techniques to get the very best gain of advertising and marketing and branding techniques.

Reference

1. Apple.com, 2020, official websites of apple, available at: www.apple.com
2. Brandongaille.com, 2020, target market, available at: https://brandongaille.com/18-appletarget-market-demographics/
3. Cnbc.com, 2020, apple business partners, available at: https://www.cnbc.com/2011/08/25/10-Significant-Apple-Business-Partners.html
4. Ft.com, 2020, top 100 company in the world, available at: https://www.ft.com/content/3a3419f4-78b1-11e9-be7d-6d846537acab
5. Gustafson, T. and Chabot, B., 2007. Brand awareness. Cornell Maple Bulletin, 105, pp.1-5.
6. Heracleous, L., 2013. Quantum strategy at apple inc. Organizational Dynamics, 42(2), pp.92-99.
7. Lapel, C., Ellez, O. and Anarbekov, E., 2011. Negative electronic word of mouth & customer based brand equity: A qualitative view of the Apple iPhone aversion on Facebook.
8. Marketing91.com, 2020, apple competitor, available at: https://www.marketing91.com/apple-competitors/
9. Methodology.net, 2020, targeting and positioning, available at: https://research-methodology.net/apple-segmentation-targeting-and-positioning/
10. Neilpatel.com, 2020, marketing strategies of apple company, available at: https://neilpatel.com/blog/7-key-strategies-that-you-must-learn-from-apples-marketing/
11. Silvestri, C., Cirilli, M., Zecchini, M., Muleo, R. and Ruggieri, A., 2018. Consumer acceptance of the new red-fleshed apple variety. Journal of Food Products Marketing, 24(1), pp.1-21.
12. Tang, X., 2009, February. Qualitative meta-synthesis techniques for analysis of public opinions for in-depth study. In International Conference on Complex Sciences (pp. 2338-2353). Springer, Berlin, Heidelberg.