According to a recent survey by SFP (Spencer Francey Peters), a North American branding agency and The Strategic Counsel, WestJet came in at number 3 in Canada's best managed brands, while Air Canada bottomed out in last place. "Respondents ranked companies based on a number of criteria relating to delivery of brand promise including consumer focus, customer service, brand values, reliability, consistency, value, trustworthiness and respect" (par3 Best Managed Brands). The interesting part of this survey, is that by having consumers respond to these criteria, the companies' brands are judged not by how much value the consumer sees in the product and service they are purchasing, and not just the popularity or commonplace the brand may have.
"When you think brand management, you usually think about the logo, the ad campaign, the spokesperson. But in fact, it's the customer experience that speaks volumes about what makes a well-managed brand," says Luba Krekhovetsky, managing editor of Canadian Business. "The three most important factors in brand management are: the ability to deliver consistently on a customer promise, the clarity of that promise, and the quality of customer service" (par6 Best Managed Brands). WestJet manages its brand in this way, by maintaining quality and consistency in its service and product.
This quality and consistency is delivered with what WestJet calls "On-time Performance." WestJet's definition of on time is "an arrival within 15 minutes of scheduled arrival at gate" (On-Time Performance), and this performance is posted bi-monthly on the WestJet website. This posting, not required by Canadian legislation and one of its kind in the airline industry, shows WestJet's commitment, over competitor a...
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...eliver on it. And I don't have to tell them. They do it on their own because they believe in it." (sec4 par12 Inside Out).
Works Cited
From the Inside Out.April 19, 2004. February 10/05 http://www.marketingmag.ca/magazine.current/feature/article.jsp?content=20040419_63545_63545.
Incumbents and upstarts win the day as Tim Hortons, President's Choice and WestJet top list of best-managed brands. June 7, 2004. February 10/05 http://www.newswire.ca/en/releases/archive/June2004/07/c1487.html.
WestJet's On-Time Performance.2005. February 10/05 http://c3dsp.westjet.com/internet/sky/about/otpTemplate.jsp.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
First, customer centricity is important to channel customer centricity into their company strategy. It will get the whole workforce on track. Next, the collection should keep their customer data up-to-date. They would benefit from building a stable foundation by bringing all of their current customer contacts. The brand should also save all documents including minutes-of-meetings, emails, offers, contracts, and every payment transaction. Then, the company should establish healthy customer relationships based on their customer profile. It is always important to follow-up on customers and to make sure they stay satisfied with the merchandise. Finally, it is all about the customer. Their response is very important. It is viable to surprise and impress their customers, as well as plan and implement multi-phase marketing campaigns(CAS
The Titleist brand was inspired by an event which occurred in 1932. An amateur golfer, Phil Young, missed a putt while playing in a match with his friend. Convinced that it was the ball 's fault, Young and his opponent went to the hospital, x-rayed the golf ball in question and found that its core was, in fact, off-center.
Tim Hortons(TH) has one of the most famous enterprise cultural construction in Canada, and it becomes a national culture. As a well-known coffee shop, TH has already created an idealized brand image. According to a resource from The Globe and Mail, the whole idea of TH is a home feeling (Friesen, 2014). In addition, RBI has the strong management team. The new leadership team has decades experience of combined restaurant industry, and included senior executives from both TH and Burger King(BK).
Sarkar, A. N., & Singh, J. (2005). New paradigm in evolving brand management strategy. Journal of Management Research, 5(2), 80-90. Retrieved from http://search.proquest.com/docview/237238894?accountid=28644
To sum up, westjet has a positive and passionate personality. Westjet shows fun, friendly and caring service in its daily flies and displays the honesty and openness.
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory aspect of auditing under the customer-based brand equity (CBBE) model.
...of brand equity in an organizational-buying context. Journal of Product & Brand Management, Vol. 6(6), pp. 428-437.
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®.
Brand equity is crucial as it implies that the brand itself is an important (financial) asset and can be calculated in financial terms (Barwise, 1993). This is particularly important in the luxury sector as from a behavioural viewpoint, brand equity can differentiate a company or product from other competitors, adding to their competitive advantages based on non-profit competition (Aaker, 2004). The model created by Aaker (1992) states that there are four categories of brand equity; Loyalty, Awareness, Perceived Quality and Associations. Luxury branding relies on a high level of perceived quality, loyalty and associations, although potentially less so for awareness, as it is thought that consumers choose luxury brands based on their exclusivity and as such the more the awareness that surrounds the brand, there is potential for it to become less valuable (Phau and Prendergast,
[5] Woon Bong Na, Roger Marshall, and Keller, K.L. (2000) Measuring Brand Power: Validating A Model For Optimizing Brand Equity.
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
The source of the brand features is in a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth.
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model.