Global Branding the Strategy Behind Branding in an International Market

A brand is utilized by a company to differentiate its products from others in the market. Some techniques for accomplishing this are through the use of distinguishing

Remembering that a brand is more than simply a logo, this guide is offered to help you understand and develop not merely a symbolic brand, but rather a living brand that is

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

Communication in marketing channels can serve as the process by which influential information is conveyed, shared decision making is encouraged, programs are created, power is put into effect and commitment and loyalty are built. Communication is the bond that holds together channels of distribution. Marketing communication builds awareness of a business, its products and the business’s position through customer interaction materials such as brochures, press releases, web sites and other forms of direct, indirect and interactive marketing. Marketing communication represents the “voice” of the brand and is one way to establish a dialogue and build relationships with consumers (Kotler & Keller, 2007, p. 279). Altadena Computer Company must have an in-depth understanding of the company’s target audience and the process of buying, selling, and communicating to customers.

Marketing communication is mostly known as “ the process by which the marketer develops and presents an appropriate set of communication stimulus to a defined target audience with the intention of eliciting a decisive set of responses”( Yeshin, 1999). Therefore, it is the process whereby thoughts are shared and meanings conveyed in a convincing manner by an organization to its target audience for the patronage of their product and services over their competitors with the use of the promotional mix.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Communication can be defined as the act of transmitting information. Effective communication is a two way process. Information that flows back and forth between sender and receiver is considered effective (Clark 2003). For example, an organization communicates to their publics and then begins to look for feedback from their customers to ensure that everyone understands the message. Sometimes the feedback is not verbal and organizations can only measure the effectiveness by analyzing consumers' actions (Clark 2003). Some companies have a great understanding of their customers and excel with effective communication. One such company is Johnson & Johnson. The purpose of this paper is to present a

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

Organisations irrespective of their business model use various marketing and communication tools to promote their offerings and achieve financial and non financial goals. Companies have number of general objectives for their marketing and communication programs. Some of these objectives can be informing the prospective customers about their product offerings. Then an attempt is made to persuade these customers to choose their products out of the given basket of product offering available in the market. Finally, the objective of the marketing and communication program is to induce the customers to make a purchase. Moreover, it helps in communicating with the customers frequently in order to retain them to make repeat purchase.

In today’s dynamic and ever changing market. The marketers are finding very difficult to differentiate their products from the competitors. The tastes of the consumers are changing frequently. Therefore, the companies have to always take this into consideration about brands the products in order to create image in the customer mind. So the company has to fulfill the needs and wants of the customers. Brand is the personalities of the product and brand positioning is a key to the success of marketing in any company.

The brand has a number of facets, which help flesh out the brand and separate it from others.

A global brands are brands that are recognized throughout much of the world. Companies that are a global brand tend to be known to identify the relative attractiveness of their market and find ways to make themselves distinctive. · These global brands conduct themselves with an attitude and usually have researched and studied in each country in which they are considering entering. When companies become a global brand they tend to have the brand name of a product that has worldwide recognition. A global brand has the advantage of economies of scale in terms of production, recognition, and packaging. Through this paper we will take a further look into three very different global brands that has dominated the world we know today. They are as followed Disney Inc., Fed Ex and bank of America. Each in very different markets but have all successfully gone global.

In a dynamic and increasingly competitive market, most businesses, from coffee shops to international automobile manufacturers , are constantly engaged in a battle to win new customers and keep old customers. To prevail against the opposition, companies aim to stand out by developing quality products or services, offering irresistible value proposition and building a unique business identity. At the core of the companies that thrive, there is always a successful brand.

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.

The brands strength is not just limited to its different identity or its quality in the market but they instead satisfy the psychological need of the consumer/customer. The product merely describes the company or brand in tangible terms when the consumer enjoys the convenience the product offers in real time. For example if we talk of Dettol it strikes the minds of all that it is an antiseptic/cleanser liquid used by doctors before surgery, to disinfect houses, hospitals, also to disinfect open cut wounds, etc, this the image associated with Dettol or we can say that it is a household name for disinfecting anything & everything, that is how strong the brand image Dettol enjoys for the past 75+ years of being in the market. There are two ways of a rewarding marketing strategy to create a market presence, one of them is to destroy any competition in the market by bombarding it with advertisements or by regular communication in favour of the brand. In return to this consumers offer to pay a premium for such brands, provided they offer added value in terms of higher quality or psychological satisfaction. Brand advertisements/communications should also connect with the consumer at a personal level so he feels it he needs it. Strong brands act as natural