Analysis of the Branding Strategy of Nanda Home

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Recommended: The role of marketing in public relations

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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...ic Factors – United Arab Emirates – Countries & Consumers Overview. Retrieved from Passport.

Mohammed. (2010 February 9) How Dubai Builds Brands. Retrieved from http://altaeeblog.com/how-dubai-builds-brands/

Mohamed Baianonie. (2005, December 10) How Do I Pray?

The Times of the Five Daily Prayers. Retrieved from http://islam1.org/how_to_pray/times.htm

Nanda Home. (2011 September 4). Get out of bed [video]. Retrieved from https://www.youtube.com/watch?v=izWCU4Y61o4

United Arab Emirates National Bureau of Statistics. (2012) Population by Emirates. Retrieved from http://www.citypopulation.de/UAE.html

United States Department of State, Bureau of Democracy, Human Rights and Labor (2012) International Religious Freedom Report for 2012, United Arab Emirates. Retrieved from http://www.state.gov/j/drl/rls/irf/religiousfreedom/index.htm?year=2012&dlid=208416

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