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The role of marketing in public relations
Counterfeiting in the fashion industry
Counterfeiting in the fashion industry
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The essay intends to first analyze the branding strategy of Nanda Home. Focusing on the failure in sustaining the appeal of its flagship product Clocky, and later give branding recommendations to Nanda Home and one of its product, Tocky in a new market, United Arab Emirates (UAE). The analysis and the recommendations will be based on the application of two branding goals of image and function.
Clocky’s deficiency in branding can be ascribed to the insufficient image building and the unfavorable function emphasis. The company tried to bring a cool, functional and high-end brand image to Clocky, however, it chose some inappropriate marketing channels like the Home Shopping Network. In the short term, it may help increase the sales, but it risks associating Clocky with other low-quality products and impairs Clocky as an enduring brand. The counterfeiting problem also deteriorates Clocky’s image through the safety problems and questionable quality. Besides, Nanda Home lacks media awareness. It didn’t utilize the media madness to penetrate the market and quickly introduce other products to promote Nanda Home’s brand. In contrast, iRobot, another home appliance company, launched the next version Scooba only 3 years after the fad of Roomba, successfully enhancing its brand image. Nanda home needs to concern more about its long-term image through avoidance of image damage and subjective image building.
On the other hand, the company may have laid an unfavorable function emphasis. Nanda ranked ‘fun’ as the primary characteristic prior to ‘functionality’. In the advertisement (Nanda Home, 2011), the fun function is promoted throughout the video by a romantic story, while it only mentions the functionality through the video name ‘Get out...
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on non-essential costs but Nanda’s branding failures assisted in the flattening of sales. These failures will be reviewed based on two branding goals: awareness and image. In addition, recommendations will be given on how to successfully brand Clocky in the foreign market of Brazil. Prior to Clocky’s release Nanda was indecisive on positioning Clocky between two target markets. She also received heavy public attention without the support of a professional public relations consultant. Successfully rebranding Clocky in Brazil requires the country’s personality and culture to be incorporated into Nanda Home’s brand image. Creating an association with consumers creates a positive appeal. With this, a primary consumer base must also be targeted to develop clear awareness.
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Distinguishing one product from another depends on the target market’s ability and in turn the success of any business or consumer product (Lamb, Hair & McDaniel 2009). In the marketing industry and the business world, brand is defined as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of others.” (Bennett, P.D., 1995). Brands are a common part of marketing and they serve as value to consumers. Brands also give firms a competitive edge over another and a certain leverage over its customers.
One of the fundamental parts of successful brand creation process is developing the strong brand image and communicate brand ID across all available media channels. This essay will discuss and evaluate companies NIKE marketing strategies in terms of companies brand development efforts. The company’s success in the footwear, apparel and accessory markets will be linked with marketing branding concept. Furthermore, the discussion on NIKE marketing strategies and their efforts to preserve and increase the leading market position and marketing activities to increase brand equity will be discussed and critically evaluated.
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 logos, names, color schemes, and slogans. An effective branding strategy is one of the most important components for gaining a significant advantage in a progressive market. Basically, a company brand is its promise to its customers about what can be expected from its product and how it differentiates from the competitors. The branding strategy is the part of the marketing plan that explains how and to whom the company proposes on conveying its brand messages. It will also explain where the company plans to advertise and what it will publicize both visually and verbally (Williams, 2013). Home Depot’s marketing plan will contain domestic and global branding strategies and will be a collaboration of brand messages from both Home Depot and Reach the Top®.
Branding is very important aspects of any business because it gives identity to company and its products for example every person is different and have unique personalities similarly companies differentiate their products through branding. The brand I have selected to analyses for this assignment is GoCompare.com. I have selected this company because it has always displayed very catchy adverts on television and it will be interesting to analysis the brand using theoretical models. Gocompare.com was first launched back in November 2006 by Hayley Parsons. The main difference from competitors was to display more detailed quotes rather than just prices stacked together. It found big success in very short time and in 2013 it is estimated to worth over 450 million express, 2013.
Due to the fact that changing times imply as well a change of society and its changing wants and needs, companies have to be aware that a brand’s position should be adapted to a newly developed lifestyle. “All brands need to be revital-ized on a regular basis in order for them to be kept fresh, vital, and relevant to the contemporary market.” (Keller/Sterthal/Tybout 2002, p. 86).
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Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. A significant differential advantage can lead customers to focus on product benefits other than price. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors.
“Women’s human security rights in the Arab world: on nobody's agenda.” 50.50 Inclusive Democracy, 2 Dec. 2013. Web. 16 Mar. 2014.
Hamam is a typical example of such a strategy of building a strong brand image to appeal to the consumers. Hamam has captured the consumer’s mind space by building around itself an image of Honesty and Protection even while it is seen that the product itself offers scope for very little unique or differentiating features which would ensure that a consumer remains loyal to the brand because given the plethora of players in this market any new successful variant would be instantly taken up by the competitors too. Even in the currently evolving face of the brand to gear up to the challenge of trying to appeal to the youth segment, the core value of Trust that its brand equity over the years has been heavily based on, is still being stressed to the possible extent.