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?
Fletcher, R., & Crawford, H. (2011). International Marketing: An Asia –Pacific Perspective, 5th Edition, Sydney: Pearson Education Australia.
As mentioned above, social aspect of the market touch on the changing cultural values and attitudes where more people are embracing high quality standards based on their levels of awareness. This helps the company in marketing more modern equipments and minimizes costs related with after sales service. Additionally, many people have improved on their economic situations which have resulted in improved purchasing power. The economic empowerment can be attributed to improved employment levels as well as thriving economies of governments where the company operates. In this regard, the company has continued to experience growth because of the increased customer purchasing
The image of Canada is not as favorable internationally as it should be. Therefore, developing an appealing brand identity has become an important part of attracting international investment to Canada, since its image is more prone to misconception while US has a strong brand image that does not require much active promotion internationally. Thus, Canada needs the help of a branding strategy to improve on a broader scale internationally.
Companies use marketing research to identify problems or opportunities that they might encounter. Organizations may also use marketing research to identify their strengths and weaknesses, and certain trends that are forming in their market. H&R Block is a tax service company that prepares state and federal taxes for individual customers and small to mid-size companies (H&R Block, 2010). This company has defined their marketing research and has different types of marketing research techniques it uses. Furthermore, there are other types of H&R Block’s marketing research techniques that would be beneficial to if they were implemented correctly.
Pick a local (city, region, or country) brand that has been very successful competing against the bigger global brands in its product category. What are the elements of its strategy that have enabled it to achieve this success? Be prepared to discuss and defend your list of elements with your classmates. Each business has an identity that conveys messages to the consumer about the quality, benefits and values of the product. A brand is defined as a combination of element that consumers use to identify a product.
The second step deals in creation of proper brand meaning through powerful and unique brand connection with the customers. The third step involves invoking positive brand response while the fourth one involves engaging the customers so as to build a brand affiliation aimed at enhancing active brand loyalty. However, some building blocks are requ...
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
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.
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
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...
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.
Samsung’s global marketing director is assessing how to build the global brand reputation of the company further and upgrade the company’s worldwide brand image to show how to build a global brand. The challenge of Samsung’s marketing director is the branding strategies in global markets. Marketing team has to examine the organizational dynamics to develop a strong global brand.
...enture into overseas market comes with expectations as well as uncertainties due to unfamiliarity. Charles and Keith, the fashion retailer, has to understand clearly that what appeals in one market might not be accepted in the others and this is almost the same for all industries. Thus, a thorough research on cultural background has to be done before entering an unfamiliar ground.