Q320 English Literature

  • 60,000+ Completed Assignments

  • 3000+ PhD Experts

  • 100+ Subjects

Answer:

Introduction:

In the present scenario brands have a significant role to play in the routine life of the individuals. Doyle (2004) states that, “Brand is a specific design, name or symbol. It is a specific characteristic of particular products and services” (Wee and Brooks, 2010). In recent years, the distance which lies between the producers and the buyers has been enhanced. The communication levels between the between the buyers and the sellers is almost gone. All big companies have to depend on the numerous facts so as to reach the potential clients (Wee and Brooks, 2010).

Branding has been considered as a way for carefully distinguishing the productivity of one product from that of the other ones. The company has benefited in case it does possess a strong brand as followed by the clients. The market clients always prefer and expect special products and services from such big companies like Microsoft, Apple, Zara and many more. Fundamentally branding donates to create value to the client and also to keep them satisfied which ensures that the client will come back to buy the same commodities again and again (Malefyt, 2009). This results in enhancement of the company profit through the way of the strong market share plus increase in the sustainable market competitive gains that shall generally provide a strong basis for growth in the coming times.

A brand is truly considered as a powerful corporate asset, though it is intangible. Branding is widely accepted and acknowledged that all of the strong brands make sure that the businesses generate enhanced sales volume plus the price premium which improves margins and revenues, it further retains and attracts the best staff and also facilitates the proper expansion into the latest product and the competitive markets. Banet-Weiser (2009) discussed this term Brand: “as the intersecting bridge between a product, marketing, and the clients” (Banet-Weiser, 2012).A picture or story told to the clients; enhances the materiality of the item or the product which is being sold (Banet-Weiser, 2012).

The brand is the perception – the number or series of themes, images, values, morals, feelings plus the sense of authenticity which is conjured by the concerned product itself. It is also the essence of what shall be noticed or experienced; it is a strong promise which is also as much as a true practicality (Malefyt, 2009).The brand valuation carefully quantifies the monetary value which the brand and also the marketing developers refer a business to their impact on the client’s decision to purchase a commodity. Branding plays a major part in judging the proper effectiveness of the marketing and strategy initiatives, with this it also provides much useful insight into opportunities, weaknesses, and strengths (Malefyt, 2009).

Brand Culture:

The culture primarily operates by setting the wobbly boundaries for the behaviour of the individuals. Culture in itself provides the framework within which the household and the individuals functions. Culture in a great way impacts the consumption patterns of the consumers. Depending on the fundamental cultural beliefs consumers are likely to pursue definite patterns of consumption. Victorious brands are proficient to implement in line the branding strategies with the prevailing cultural philosophy and intertwine the brands with the cultural fibre.

The Dove “Real Beauty” initiative mainly implies the perfectly shaped and attractive women who occasionally enjoy the cupcakes, were further encouraged by the company.  Dove Soap that they must stop thinking about themselves as like the hideous hag-beasts, and should rather esteem themselves to come forward and celebrate the unique and the curved bodies by washing and cleaning them with the soap Dove. The company when Criticizes the beauty trade, industry for seriously damaging the girls' self-esteem by a visible and social activist initiative which is funded by the selling of the beauty related products.  In this case Mr. Banet-Weiser said, “the relationship which lies between the political empowerment with the customer culture is very intricately, plus it often is configured inside the contours of the company brand”. As per this, she meant that the company Dove requires a feminism which sells soap (Banet-Weiser, 2012).

It states that all the self-expression and empowerment is working within the bigger context of the huge brands and huge money. Banet-Weiser also concludes that The main contrast which lies in between an empowerment that is offline and also that is ‘real’ and on the other side an online empowerment which is a fake one is ultimately inside and within the point. The things which make the technology/the Internet so transformative socially its acute openness, and its comprehensive focus on the entrepreneurship also raises the main logic for girl’s own or self-branding, and further situating these girls ever much more into a gendered customer culture that is hegemonic (Farrell, 2015).”

Main causes and the consequences:

Meaningfully different from competitors; Brands boosting the client’s sentiment by staying the meaningfully variant from the competition are easily able to gather at least 5 times more volume, with this the brand also commands a 14% price premium, and it is also 4 times more likely to enhance their share in comparison to those which don’t (Armstrong, Schwarz and Richards, 2015). All such brands which are well differentiated definitely set a trend for the category and transcend it; these perform differently and perform exceptionally well in comparison to other competitors. A brand contribution refers the uniqueness of the brand, plus its firm ability to stand differently and also stand out from the group of other companies, it generates loyalty and desire. Brands illustrate the strength which a brand has to develop the value of the trade business which owns it. The companies with firm brands do lose value which is compared precipitous at times of recession, and these come out with many sustainable competitive benefits (Armstrong, Schwarz and Richards, 2015).

Remain relevant to consumers:

This is to be noted that just being different shall do a little in order to build the brand value in case the brand’s offerings are not beneficial and relevant to the demands and likings of the clients. These are required to be renewed timely in order to stay ahead or even to remain in the contention for years, after properly adapting to the ever changing times (Khamis, Ang and Welling, 2016). It might be by the product innovation or altering the way these work to be exact and more in tune with how clients use to consume their products and services. This may be demonstrated by the AT&T’s client-centric billing acts or practices that focus on the services which are being used rather than the infrastructure being utilized (Khamis, Ang and Welling, 2016). All such brands which are firm on the relevance do much more for the satisfaction of the clients; they even are capable of striking a very emotional chord with the clients – or in other words, they resonate. Due to this reason the company; Apple has been in the market for long and the number one brand worldwide, even after a huge drop in the prices of share and the false rumors that the company nowadays is not innovating accurately and fast, which as a result lowered and slowed down its value growth to 1% (Khamis, Ang and Welling, 2016). It remains deeply attached and relevant to all of its fan base, plus the “love” it gained generating from its clients – the ratio of value that is generated by the Apple’s ability to develop loyalty was extremely high. In the year 2013, its brand contribution across the market was 18% greater in comparison to the nearest rival refer;the smartphone trade market i.e. Samsung, that grew its brand value nearly by around 51% in the last year (Khamis, Ang and Welling, 2016).

Branding accurately delivers on the brand promises:

Companies which are able to deliver what has been said by them are much more likely to firmly build up extremely loyal consumers and firm brands. The brand in all respects is required to come up with the expectations of the clients and meet their satisfaction level in all of the parameters. A promise once made by the company is to be fulfilled for sure without any kind of if our but afterward (Hemingway, 2007).

A brand’s meaningful and unique difference is required to be amplified by all kinds of aspects refer the experience of the clients. A clients’ impression refers the brand is gained by a number of disconnected or unfulfilled encounters with it: observing that it is in use, watching a TV commercial on a big screen billboard, studying an article in a magazine, looking at a facts review on a networking site, Visiting any store, and listening to some word of mouth (Hanna, 2010). Each and every encounter should deliver a comprehensive and consistent client impression and experience the item provides consumers so as to avoid any kind of reality difference or gap or an adverse perception of the brand. The continuous and consistency of the company such as Apple’s messaging across each and every form of marketing commands is an excellent example of the growth in this area (Hanna, 2010). Carefully noticing and understanding that the comfort retail is not just about pushing the commodities, but also showcasing the company brand to generate desirability, passion and proper loyalty. A brand contribution denotes uniqueness of the brand and also its ability to outperform in this competitive trade market plus also ensure that it generates loyalty and desire. This defines and illustrates the strength a brand is required to grow the trade value of the business which owns it.

Refer recent years all firm brand contribution – developing an encouraging and positive emotional response deep into the minds of customers with a trade value personality and the proposition which is different from the other competitors and hugely relevant (Hanna, 2010). These are different in a growing way and move forward for setting a trend, which generates proper passion plus creates the company brand advocates.

Branding is related to the company risk and is to adjust brand strengths. Numerous factors are responsible which includes the brand image, investment as per quality and quantity and the relationship with the consumers. For example, Coca Cola is  one of the valuable brands globally. The company is investing consistently in the major brand and is also developing the emotional connections with the customers. In spite of this, the brand faces the phase of decline growth in the year 2007 and 2003. The reason for such decline in company Coca-Cola is the fact that it has been seen as one of the unwanted or bad guys by so many of the organizations (Hemingway, 2007). The rise in health concerns has been since long adversely affecting the earnings of the brand refers the developed markets, though it has launched many brands such as zero, light and diet (Fan, 2014). Further, the image, as well as the reputation of the company, has been ever fluctuating. The company has been spending huge in many initiatives, like the campaigns to further bring around an improvement to the access to pure and safe drinking water plus the adequate availability of sanitation in the country India. The question which arises is that Is such initiatives only some form of CSR so as to boost the reputation of the company after some protests happened in the area? No. the Investment in the availability of the water supply in the country is not only connected to the population but on the other side of the sustainability of trade business in India (Hemingway, 2007).

Conclusion:

The cultural branding has resulted in huge impacts in the recent years and refers the conjunction with the placmaking is concerned with cultural offerings (Banet-Weiser, 2012).The latest branding expert’s workings are spent in so many attempts to work and anticipate, to please and to route all plus to co-opt, that is just a normal concept (Farrell, 2015). Without any kind of doubt, an authenticate co-opted with passage of time do lose all kinds of ability to further claim the authority, the secret powers which it do possess vanishes with the very first junket.

 Brands create value by generating demand and securing future earnings for the business. A company’s value is today’s value of its earnings. Branding is the degree related to the earnings and also the risk associated. Hence, sustainability in a great is related to the value; more the organization proves to the financial markets and to the audiences then is a sustainable business, hence, the level of risk is low in such companies (Fan, 2014). Consequently, the branding value is the value which the brand will generate for itself in future.

References:

Armstrong, K., Schwarz, E. and Richards, N. (2015). EXPERIENTIAL E-LUXURY: THE RISE OF ONLINE FASHION BRANDING. Global Fashion Management Conference, 4(2), pp.497-501.

Banet-Weiser, S. (2012). Authentic TM. 1st ed. New York, NY: New York University Press.

Fan, H. (2014). Branding a place through its historical and cultural heritage: The branding project of Tofu Village in China. Place Branding and Public Diplomacy, 10(4), pp.279-287.

Farrell, N. (2015). Promotional Cultures: the Rise and Spread of Advertising, Public Relations, Marketing and Branding, by Aeron Davis, Polity Press, 2013. Celebrity Studies, 6(2), pp.265-267.

Hanna, J. (2010). The Rise of Interactive Branding. Design Management Journal (Former Series), 8(1), pp.34-39.

Hemingway, W. (2007). Placemaking — cultural branding. Place Branding and Public Diplomacy, 3(4), pp.332-336.

Khamis, S., Ang, L. and Welling, R. (2016). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, pp.1-18.

Malefyt, T. (2009). Understanding the Rise of Consumer Ethnography: Branding Technomethodologies in the New Economy. American Anthropologist, 111(2), pp.201-210.

Wee, L. and Brooks, A. (2010). Personal Branding and the Commodification of Reflexivity. Cultural Sociology, 4(1), pp.45-62.

Why Student Prefer Us ?
Top quality papers

We do not compromise when it comes to maintaining high quality that our customers expect from us. Our quality assurance team keeps an eye on this matter.

100% affordable

We are the only company in UK which offers qualitative and custom assignment writing services at low prices. Our charges will not burn your pocket.

Timely delivery

We never delay to deliver the assignments. We are very particular about this. We assure that you will receive your paper on the promised date.

Round the clock support

We assure 24/7 live support. Our customer care executives remain always online. You can call us anytime. We will resolve your issues as early as possible.

Privacy guaranteed

We assure 100% confidentiality of all your personal details. We will not share your information. You can visit our privacy policy page for more details.

Upload your Assignment and improve Your Grade

Boost Grades