Branding Introduction A brand can be defined as an entity that provides s an added value that is based on factors above and over its working performance. These branding values provide differentiation and offer the basis for customer loyalty and preference. In the past, marketers applied the marketing mix, the 4Ps of a commodity. The 4Ps includes place, price, product, and promotion. The marketing mix positioned the brand and created branding values. However, through organization’smarketing at global and local scale, customers become involved in many of the organization’s business operations, processes, and systems.
In summary, brand is transforming anorganization’s strategy in marketing, and managing the organization’sto ensure that customer value can be delivered in a consistent manner (Knox & Maklan, 1998). For this reason, the main focus of the paper is to assess how branding has increased in the last few decades. The paper would also attempt to identify a brand and analyze how the organization developed its brand equity as well as influence of branding in an organization During the early 1980s and late 1990s, branding management practices spread to business‐to‐business organizations and services.
In some business‐to‐business markets, brand choice can be quite marked. For instance, Dell Computer Corporation (DCC) and Accenture are quite good examples. In the year 1998, a worldwide sale of Dell’s PCs overtook IBM to become the number two brand and iscurrently the market leader on a global scale. However, during the past decade, there has been a spate of acquisitions by consumer goods andorganization to increase their product portfolio and accelerate their geographic expansion strategies. In many instances, large premiums were paid for the companies they acquired (King, 1991).
The main part of developing of brand equity, organization develops a creative strategy. The strategy summarizes how the organization wants to deliver a message to its customers. However, the strategy is applied by all personnel who participate in developing program. The strategy brief contains information on market targeted, product, competitors, and the objectives. In addition, it outlines the tone of the advertisement, current audience behaviors, and perception. A few simple steps can befollowed in order to make sure the creative strategy is developed with a systems-basedapproach(Ogden & Ogden, 2014). For instance, Soda Stream is an image still from a soda stream commercial that depicts people who are typical of the target market to show how easy and fun to use their product.
The organization applied a resonance strategy by what it attempted to connect with its customers experience in utilization of the product. However, their main idea was to deliver communication to customers that their brand was the one to buy(Ogden & Ogden, 2014). Conclusion In conclusion, traditional marketing is no longer the same as todays marketing. Business environment has become quite very competitive. In order for an organization to survive in this competitive market, several organizations have come up with strategies for dealing with the competition.
Market branding has become the only way for a company/ organization to advertise their products as well in the creation of awareness among their customers about their products. As a result, through branding customers can purchase products of their choices and way of reaching customers all over the global scale. References King, S. (1991). Brand Building in the 1990s. Journal of Marketing Management, 7(1), 3-13. Knox, S. D., & Maklan, J. (1998). Brand Marketing in Transition. Journal of Brand Management, 6(1), 50-64. Ogden, J. R., & Ogden, D.
T. (2014). Integrated Marketing Communication: Advertising, Public Relation and more. San Diego: Bridgepoint Education Inc.