Q1. Asian nations are beginning to brand themselves. Considering the country you researched this semester, propose a strategy to create a brand image for the particular country. Based on your knowledge about the country, what might be the biggest three challenges of executing your strategy and how might they be addressed?
Brand Image: Sri Lanka – The Southern Asian Dynamic
This brand image for Sri Lanka would be an accurate depiction because of the increase in change the country is always experiencing. Sri Lanka has plans in place for future national development to help better the country, with the help and use of humanitarian support from ally countries. Their national development plan also includes Sri Lanka is also known for their quality in exported goods. The quality of goods exported from Sri Lanka tends to be of a higher quality. Above all, Sri Lanka has a great human development rate, which means that the labor force has the potential to be powerful.
A strategy I would use to create this brand image would be to promote and advertise the quality of the goods produced in their home country. Promotion for planned national development would also be carried out. The advertising and promotions would take place to target countries that would benefit from importing goods from Sri Lanka. The brands or goods that are exported promote the country and contribute to creating the desired brand. The country (its’ government) needs to promote the brands of goods being exported also.
While Sri Lanka has the potential to be powerful, challenges could stand in the way of executing a marketing strategy. Building a brand for a product is not the same as building a brand for a country. A country would need to leverage all of their unique and positive qualities in order to be able to successfully promote themselves the way they plan to. If the government places strict laws on exporting goods, this could hurt the marketing strategy of promoting the country as a brand as well. Another challenge would be that the political violence in Sri Lanka could hurt the creation of the brand image. Countries who would like to import goods from Sri Lanka may see the political violence as an issue that they would prefer to steer clear of.
Q2. In which category of innovations do microwaves fall in India? As VP of White Appliances, how would you use the knowledge about the five characteristics of innovations to facilitate quicker diffusion of the product?
After some serious consideration I think it is time for our hotel to join a loyalty program. As an independent boutique hotel we have many more amenities than the Hilton that is just down the street, we offer more personalized service, unique rooms and are in a more comfortable setting. However we still fail to achieve their higher mid week ADR’s which are driven by a solid corporate base.
The South American Community of Nations (CSN) is another important region to target for SCJ. Currently SCJ operates in Brazil, Argentina, and Venezuela. But SCJ’s market share in those and other South American countries is low and the opportunities are endless. Since SCJ has operations already in the region, incremental growth is a cost effective way to grow profits. New products and new channels of distribution need to be developed building off of current product lines and trends. This can lead to large incremental growth in the region at little cost to the company. Perusing other regions where SCJ is not currently present could be more costly than building brands already in the marketplace.
The process of creating brand called branding. As one part of product strategy, branding also has several kinds of strategies which is used in many occasions. ...
The brand identity building process is complex. This is especially true for organizations that offer a range of services and products. The process entails extensive research, including market research, marketing audit, competitive audit and usability, and a clear branding strategy. Furthermore, a brand identity is only truly successful when customers closely identify with the brand. This happens when a brand caters to customer requirements and preferences. Marketers have to keep this in mind and ensure that the brand identity is aligned with, and relevant to, its customers.
Enhance its brand image and customer service proposition by undertaking intensive market penetration strategies as well as market development strategies to expand into untapped geographical markets both locally and internationally.
[5] Nandan, S. (2005) An exploration of the brand identity-brand image linkage: A communications perspective, Brand Management. (pp 264 – 278)
Many companies can experience growth as time passes but to remain viable these companies must continue to compete in the global market. Growth can bring a lot of advantages for example bigger brand name, international market shares, different investors, more resources for income, and even the capability to produce a product for less labor cost. Regardless of the reasons why a company desires to grow internationally, this changeover won't take place without a great number of problems or hurdles. The greatest problems a company may encounter could be the moral and social dilemmas that they will encounter every time they get into a new market in a different country. We will talk about this kind of example with the Levi Strauss and Company and the entry into the international markets.
The main opportunity for customers was to access international markets thus, allowing the Sri Lankan market to reach equilibrium which created a good strike of balance between the profitability to investors and accessibility to goods and services by the time. Hence, it should be mentioned that new and inherited local investors and businessmen were also boosted because Sri Lanka been a country known for imports in the past was enabled to rebuild on the same foundation in a mass scale. In fact that was very much profitable that virtually expanded local market capacity, improved employment, establishing new business sectors even such as car manufacturing etc. which in case was one of the major facts that led to bringing about new business giants in the country such as the Upali industries, Dasa industries
Kaplanidou and Vogt (2003) define destination brand about “how consumers perceive the destination in their minds”. The basic or core element of this model is to define and build Brand Identity. This is how the strategists or the Brand developers want the brand (Destination) to be perceived by the consumers (i.e. tourists). According to Kaplanidou and Vogt, brand identity should be developed capable to establish a relationship between the brand and the customer by generating value proposition. Further, five bases are defined in the model to manage Brand Identity, namely, brand image, brand personality, brand essence (soul), brand character and brand culture. So, to develop or build a Destination Brand the assigned organization must direct its efforts towards building Brand Identity through carefully managing the aforesaid five components.
It is crucial to take note of the significance of the business growth as one way of attaining the objectives of profitability. The path that is yet to be taken by Popina Pty Ltd is one of the diverse strategies that a firm would like to utilize in entering a new market. The brand Arnold’s Farm Museli is conveniently a product to watch in the India’s market as it takes a toll in the snacking habits of the population (Hundekar, 2010). Popina has voluminous experience about exports and, therefore, the India’s situation should just be a replica, but enhanced strategy to what has been actualized in its other international markets (Lehtinen, 2011).
In today’s highly competitive global markets, the concept of brand equity holds a lot of significance, for the business survival and business
Nations, like the people who inhabit them, are all different. Some, like the United States, are at the forefront of technology and development. Others exist as third world nations, where even the most basic necessities are hard to come by. And then there are those which are in the middle, such as India. In the past 20 years, India has grown in the eyes of the global community from a rural, developing nation to a burgeoning global marketing hub. While India had much guidance from the United States and other global powers, the country has still chosen to follow its own path of business and marketing development. This paper is designed to evaluate India's current marketing environment in comparison with the marketing environment here in the US, citing both nation's similarities and differences.
Destination branding process divided into five phrases: strategy orientation, destination identity and image, stakeholder involvement, implementation, monitoring and review ( Baker and Cameron, 2008 ). This process confirmed the importance of branding and as well underlining the complexity that relates to a destination branding process. Examples of strategy orientation such as definition’s market are measured and segmented, the main competition is identified and also all the issues is addressed. Secondly, destination identity and image mean that the need of brand image, brand positioning, tourist’s experiences and brand awareness. Thirdly is stakeholder investment. Government, local agencies, local residents are involved in this stage. Lastly, the impl...
Before taking this course, marketing was all about product and the promotion of that product. I took a marketing course during my undergrad about 7 years ago that emphasized the 4 P’s. Building a strategy around promoting a product and/or service seemed to be the most fundamental concept of marketing to me. My narrow thinking soon changed after going into the workforce and after taking this course. Marketing is more than just telling potential and current consumers about your products and why they should buy it. Marketing truly encompasses all areas of business. A great marketing strategy needs to focus on all the new strategic marketing elements of positioning, product, logistics, price, integrated marketing communications, and service. It’s
Marion and Michael (1996, cited by Graby 1993) exposed that there are three concepts of image that are necessary to understand and can be applied to brands, companies or countries: