The roles of internal branding process and hierarchical level associate with employee’s knowledge and buy in behavior
What is brand? Brand is a trade name which can distinguish from other product or service (Intellectual property office, 2013). Another meaning of the brand is to convey the promise or message to the customer (Intellectual property office, 2013). A powerful brand can lead the company to go further in the industry and it can develop the company's potential (Temporal, 2010). Therefore, brand is a signifying of the company.
However, a company must have good brand management to achieve the longevity of the company brand. It is because good brand management can lead the company to become a strong brand and it will improve the customer relationship through the brand management process which control everything about the brand does and says also (Temporal, 2010). Therefore, brand management plays an important role which will influence the longevity of the company and the brand name.
Nowadays, many companies using the re-branding strategy of corporate marketing and build strong corporate brand to increase their competitive advantage between other companies such as Google, Mazda, LG, Zara and more (Punjaisri & Wilson, 2007; Temporal, 2010). Thereby, internal branding is a good strategy to increase a company’s competitiveness, especially in service industries (Raj & Jyothi, 2011). It is because a service industry almost has a closer relationship between customer and employee and customer’s impression of the brand are influenced by the employee who they connected with (Leberecht, 2004).
Mazda is one of case studies which success in business transformation. There used the brand strategy which reform from the insight of th...
... middle of paper ...
...ttp://etd.rau.ac.za/theses/available/etd-03162006130302/restricted/JuliaScheffer.pdf
Scholl, R. W. (2003). Organizational culture. Retrieved from
http://www.uri.edu/research/lrc/scholl/webnotes/Culture.htm
Steingrimsdottir, H. (2011). The relationship between internal communication and job
satisfaction: A case study. Retrieved from http://studenttheses.cbs.dk/bitstream/handle
/10417/3240/hrund_steingrimsdottir.pdf?sequence=1
Solnet, D. & Paulsen, N. (2005). Servie climate, employee identification, and customer
outcomes in hotel property rebrandings. Journal of Hospitality and Leisure Marketing, 13(3/4).
Temporl, P. (2010). Advanced brand management: Managing brands in a changing world.
Singapore: John Wiley & Sons (Asia) Pte.Ltd.
Wongtrakun,M. (2010). Internal branding. Retrieved from
http://www.slideshare.net/Wipakorn/internal-brand-management
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
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®.
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.
Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
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...
The Importance of Branding to an Organisation "Branding", is like setting names for products. Nobody would set up in business or launch a new product without giving it a name. Branding is a very important part of promotion. It can help a business to establish an identity to the product. Furthermore, 'Branding' contributes to the value and financial viability of businesses, just like their products, fixed assets and input.
The term employer brand was first introduced and defined by Tim Abmler and Simon Barrow in 1996 at the London School of Business. Abmler and Barrow defined the term as the “package of functional, economic and psychological benefits provided by employment and identified with the employing company” (Hillman 2013). Recruitment branding as evidenced by Ambler and Barrow is a relatively new concept, this concept in organizations aims to create a perception that the organization is a desirable place to work. This concept is an important aspect of every business, it can help companies gain a competitive advantage over the competition, given the fact that human capital is expensive and difficult to attain.
The branding will start with research on current employment strategic within the industry, which will enable a strategic approach to the employee value proposition. Furthermore, there will some nontraditional benefits that will be appealing to prospective employer. Next, the company branding development will be communicating to the public vis-à-vis job candidate. Externally, the communication will be through the company website and social media site like LinkedIn and Twitter. Internally, the company employee value proposition will be communicated through hiring training and intranet. Last, the branding will be measure by number of applicants applying for open position, employees’ retention and employees’ turnover.
Brand health is a key contributor to weather a brand will be successful and prosper within its chosen field. The importance of brand health has a substantial link to customer perception, therefor having the aspects of a healthy brand impacts customer awareness of the brand and creates brand loyalty. You may be wondering what Brand health is exactly? Brand health is comprised of two main factors; Brand equity which is the value of the brand in consumers minds and Brand Health which includes the context in which consumers interact with the brand. Does your brand have a particular unique meaning? Is it an effective and engaging communicator? Does it live its promise in all that it does?
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.
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
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
Identity based brand management has its main cause for repositioning, if a brand’s consistency and continuity are harmed. Continuity requires the retention of a brand’s essential characteristics over time. Consistency refers to the avoid-ance of controversy within the repositioning strategy in comparison to its former positioning. The major importance is to not overstretch the repositioning by changing too many characteristics of the brand, which would otherwise lead to a destroyed brand identity (cf. Kapferer 2008, p.
Bendisch, Larsen and Trueman, when organizations select transformational leaders, especially CEO’s with a strong brand, research designates that these leaders will have a powerful influence on internal and external stakeholders leading to beneficial outcomes such as increase financial performance resulting in a competitive advantage. Consequently, organizations look for CEO’s brands, that are congruent to their own, to equally endorse and reflect positively on each other to raise the image and reputation of the organization. These authors argue, that corporate brand identity is built on products and services which are relatively fixed and stable, however, the CEO brand integrates both personal and managerial identities, and its these unique identities when they are compatible with the organization, creates a collaborative organizational fit
2002). One cannot forget the associations created with the product are service wills always a role in defining the brands identity as they play a part in the brands choice in the mind of the consumer. It is valuable aspect to note that a brand can be associated to the product or services offered and can related to purchase point and functional or emotional benefit- which will be discussed further in the study. The consumer tends to link the product or service with the brands identity e.g. when one thinks of BP they think gas station. It the role of the brand strategist need to ensure that the when one considers a brand in the product perspective, the main elements considered are the product scope – referring to associations with the product class, product related attributes, quality and value, uses and use occasions and users (Aaker et al.