overtaken the demand and as a result, in order to have a share in the market, a company not only needs to create its own customers but also retain them. In order to keep customers, the manufacturers need to create customer loyalty. Branding is one such method which ensures customer loyalty and serves as the most powerful instrument of sales promotion due to the following reasons. 1. Ever-increasing competition. 2. Importance of packaging as a distinct marketing function. Branding and packaging always go hand in hand. 3. Need for advertising and garnering publicity. It is branding alone which enables advertising. 4. Development of consumer brand-consciousness as a brand image in his mind. Branding ensures a separate identity for a product and According to Ownership: Brands, on the basis of ownership, may be classified into two types. They are (1.) Manufacturer’s brand (2) Dealer’s brand (1.) Manufacturer’s Brand: A brand is known as the manufacturer’s brand when it is named after the name of the manufacturer or the organisation that manufactures the product. For example, BPL TV, BPL audio systems, BPL washing machines, Videocon washing machines, Videocon TV, Videocon audio system etc. (2.) Dealer’s Brand: Under this type of brand, it is not the manufacturer who lends a brand-name to his product but it is the prerogative of the distributors like the retailers, wholesalers etc., who give the brand-name and sell these products under the role branding. This type of branding is mostly popular in America and Europe where they have large distributors. This type of branding is not popular in India. II. According to the Market Area: Depending upon the market area, the brands maybe of the following types: (A) Local brand, (B) Nation brand, (C) International brand • Local Brand: when the brands are used for selling a product in a local market, it is called a local brand. Under this brand, the same product has different brand names in different Brand Managers often carry Line-management accountability for a brand’s P & L (Profit and Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above to manage and execute. The following are the responsibilities which a brand manager discharges 1. To build and manage both the product mix and the product line. 2. To chalk out long-term, competitive strategy for the brands. 3. To work in tandem the advertising agencies for the promotion of the brand. 4. To gather information continuously regarding the brand’s performance in the market, customer attitudes, attitudes of the dealers and the Brand loyalty of the customers 5. To innovate and develop competitive brand positioning strategies. 6. To use packaging and branding as effective marketing tools to promote the brand 7. To manage effectively the Brand life cycle. 8. To carry out product innovations. 9. To prepare appropriate strategies for both product planning as well as development for the existing brand as well as for new brands. 10. To create and manage brand equity
Branding Branding is “The American Marketing Association defines a Brand as a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Since marketing is actively promoting a product or service. It’s a push tactic. It’s pushing out a message to get sales results. Branding should both precede and underlie any marketing effort. Branding is not push but pull. Branding…
Use of company branding in the marketing mixIntroduction.The JB HI-FI company brand has established itself as a leader amongst Australian home entertainment retail stores. Their philosophy has always been to provide Australians with the cheapest prices and biggest range. As a value player in the entertainment electronics retail market, JB HI-FI has continued its’ marketing theme of “Cheapest Prices Always”. Having grown from ten retail outlets in 1999, JB HI-FI now has 141 stores (Australia: 131…
Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of “what is good…
strategic importance in business. Employer branding is one aspect contained within human resource management. Swystun (2007) describes employer branding as a branded product of human resource management which represents a unique employment experience which would help create a company's value and experience. An employer brand consists of a firm's values, system, behaviours and policies to make them more attractive to potential employers . The process of employer branding represents a targeted, long…
Promotion is one of the key elements of the marketing mix that deals with the communication that takes place with the consumer. Deciding on a marketing strategy is one of the primary roles when launching a brand awareness campaign. There are four major points of focus; segmentation, targeting, positioning, and messaging. This process involves some key decisions about targeting the customer segment, how to contact them, and what the message should conveyed. Sports equipment and attire is a billion…
in marketing products or services in one of your organisations. In this task I will be evaluating the effectiveness of the use of techniques in marketing products or services in McDonald’s. A marketing technique is a plan designed to meet the needs and requirements of customers. Branding: McDonald’s uses may different marketing techniques to market their products. One of these techniques is branding which they use to increase their number of sales and level or profit. They implement branding into…
The Case for B2B Branding: Pulling Away From the Business-to-Business Pack | | | Bob Lamons, Published by Thomson, 2005 ISBN: 0-324-39865-4ReviewHardcover, 160 pagesThe Case For B2B Branding (by Bob Lamons) is a refreshing overview of the principles of business branding. The book is divided into two clear-cut and well defined sections: part one details the “seven simple steps to effective brand image management”; the second part details twenty-one B2B “branding” case studies from some of…
2015 Marketing Strategy Target market + Marketing mix What is a product? Anything in the marketplace that can satisfy a need or want Intangible Variable Services (vs. Goods): Inseparable Perishable Service-dominant 6 Good-dominant Levels of Products and Services Product and Service Classifications Convenience Products Shopping Products Specialty Products Unsought Products Materials and Parts Capital Items Supplies and Services • Organizational marketing • Person marketing • Place…
companies and establishment of research lab Early Branding of DuPont q Not trade marking their products, as it could not safeguard the integrity of the product q Started with ingredient branding q Creation of strong corporate identity, that allowed them to bargain with other players in value chain q Newspaper advertisements q No aggressive marketing q Logo creation q Creation of advertising department which developed various ads Early Branding of DuPont q Sponsoring of radio and television…
b) Organizational & Political Environment 3 c) SWOT analysis for Rosewood 5 III. PROBLEMS FOUND IN SITUATION ANALYSIS 6 IV. STRATEGIC ALTERNATIVES 9 a) Corporate Branding 9 b) Individual Branding 11 c) Selective Corporate Branding 12 PROPOSED BRANDING STRATEGY - SELECTIVE CORPORATE BRANDING STRATEGY 13 SUMMARY 15 APPENDICES 16 I. EXECUTIVE SUMMARY Rosewood Hotels & Resorts (Rosewood), known for managing distinctive luxury hotels is considering a new brand…