A Brand Strategy Always Guarantees Success

1869 words - 7 pages

A Brand Strategy Always Guarantees Success

This essay intends to define brand strategy and if a brand strategy is possible for all brands. It will also look into the ability and level to differentiate between different kinds of products and look into how a brand strategy can bring success. Furthermore the essay intends to shed light on whether or not these themes are transferable to all products and services.

According to Trott (1998, p.365), ‘Brand strategy is the spearhead of the organisation's competitive intentions. It carries the company or product name into the market and shows how its positioning itself to compete.' A brand strategy is a tool used by companies to give buyers a reason to buy their particular product as opposed to other companies. In Baker 2000, p.24, Porter concludes that ‘Strategy is making trade-offs in competing. The essence of strategy is choosing what not to do.' Types of brand strategy include targeting, positioning, pricing, marketing communications (advertising and direct marketing), media allocation and customer services. Brand strategy is based around differentiation and added value. It is not to do with the product itself but instead focuses on non material things which surround the product: To reiterate, to differentiate the product would be to gain a competitive advantage. To achieve this advertising is often used, with studies showing the more the customer is familiar with the product or service the higher the differentiation between that particular product and others is.

Here we introduce the model devised by Pine and Gilmore which show the four stages of differentiation ‘commodities, easy to handle products, transfer products into services, create a product experience.' (Riezebos, 2003, p.19.) This model demonstrates that different products can be differentiated to various degrees, for example, with a commodity there is only room for a small amount of brand sensitivity in the consumers' opinion. Consequently, degrees of differentiation will have an impact on how effective a brand strategy can be. Commodities being the least effective and the ability to create a product experience being the most. Lets draw attention now to if, with variations of product sensitivity in mind can any product adopt a brand strategy? The answer is yes. Even the simplest product is differentiable. Take the example of a commodity such as hair clips. On the surface they will all be the same. However if you package them differently, advertise, insure good quality etc, differentiation is achieved making a brand strategy possible.

Moving on, we see that, Riezebos, (2003, p.20) suggests that ‘Consumers in different product classes are more likely to be influenced by a brand name than other product classes.' What is being said here is that depending on what product it is depends on how sensitive a consumer is to a brand strategy. If the consumer already knows what they want from a product it means they...

Find Another Essay On A Brand Strategy Always Guarantees Success

Racial Diversity: A Strategy Toward Success

1066 words - 4 pages Racial diversity is the idea of having people of different backgrounds working together for one common foundation. While some may believe that racial diversity is a way to discriminate people but I think that racial diversity helps us in many ways, some are observable and some are imperceptible. I think that racial diversity is a good strategy, it also is a great way to learn about people of diverse cultures and how their principles can operate

A company that has practiced survival of the fittest. "Choose a company that faced significant obstacles and had the foresight to dramatically adapt their strategy/strategies to maintain or regain...

1249 words - 5 pages adapted to the market at that point in time. Whether they must put out a new product on market, offer a new unique service or even restructure their methods and strategies - all companies must constantly adapt to the people's needs and new competitors to survive. I chose a company that I am very familiar with as an example to: "Choosing a company that faced significant obstacles and had the foresight to dramatically adapt their strategy

Lucent in a Globalizing world

1514 words - 6 pages competition.Competitive advantages.Innovation is on the world-wide level, because of Bell Laboratories cooperation. Reference to highly advanced technical equipment causes great possibilities of new product introduction. Customer seeing Lucent logo has a certain experience, relates values and gives confidence credit. Approved naming strategy is very helpful. Corporate brand strengthens individual products, because is placed always with product name. For

Impact of Brand Extensions on Brand Equity

697 words - 3 pages sales from its existing core brand product e.g. a company sells a shaving cream and later launches a low-end version to gain the competitive advantage, while customers start buying low-end version instead of the original version. To conclude brand extensions are very important and useful tool, but as research indicates not always a way to success for all brands. Companies should not rely on brand extensions for too long, because it is important for

Understanding Consumer Perception of Brand Identity: How to Avoid Failure When Extending a Well Established Brand

6803 words - 27 pages was viewed as the new pathway to industry success and market domination (Kapferer, 1997).According to Kotler, Wong & Saunders (2005), brand extension (also called brand stretch-ing) is any effort to use an already successful brand name to launch new or modified prod-ucts in a new category. Riezebos (2003) says that in an extension strategy, the branded arti-cle for which the brand name already exists is called the parent product or if you

Brand Equity

2657 words - 11 pages of growing internationalization the main aspect of success development of the products and services globally rather than locally. The researcher presents their views in a form of (GBE ) global brand equity model for valuation of brand equity which evaluated the brand financially .The model evaluated the brand equity’s financial aspect and according to this model brand equity comprises of the total earnings and brand multiple which is a

What is a Brand Identity? The Case of Coca-Cola and Apple

832 words - 4 pages forefront of their respective markets. This paper argues why both brand identity and packaging are vital to a successful marketing strategy, and that they are more powerful intertwined, than as two separate elements. While people have differing opinions on what the relationship between packaging and brand identity is, it is clear that most support the idea that success depends on how well these two elements are collated. [1] On its own, a brand

Nivea

1257 words - 5 pages Q1. Reasons for the Success of Nivea Range of Products across the World The first reason for the success of Nivea product range across the world was that the company managed to create new products which were made of superb quality, addressed specific consumer needs, and had a chance of becoming a leader product in the future. The reason of success was also extension products which were built on the qualities that the parent brand stood and that

Clorox Portfolio Analysis: Marketing Strategy

1144 words - 5 pages marketing strategy is the “Always on Principle”, this principle is applied through the digital platform. This strategy works in such a way that a person searching for disinfecting wipes on babycenter.com receives a customized advert, this advert is informed by what the potential consumer is looking for. The company also ensures a great presence in Facebook so that products are introduced to millions of users who are then directed to say Amazon or

Wal Mart Company Overview

1630 words - 7 pages workers are very highly paid and unemployment being high. Last, Wal-Mart low price strategy could be hindered due to other manufacturers’ marketing strategies of selling brand name goods.      Of course, Wal-Mart has succeeded in Germany with a “smile” as always advertised. Wal-Mart pushes the limit of hours being opened despite the government regulated operating times. Wal-Mart has also renovated many German stores

persamaan jenis benda

4118 words - 16 pages them available in many locations, charge only a small markup, and advertise heavily to induce trial and build preference. Durable goods: tangible goods that normally survive many uses (refrigerators, clothing). Appropriate strategy: require more personal selling and services, command a higher margin, and require more sells guarantees. Services: intangible, inseparable, variable, and perishable products. Appropriate strategy: require more quality

Similar Essays

"Diversification Is Fundamentally A Negative Strategy.. Diversifiers Are Always Running Away From Something." M.L. Kastens Discuss

2427 words - 10 pages implications with examples from Virgin Empire, British American Tobacco, Philip Morris and Lego, Thirdly, theorist views on diversification and why it is deemed as a poor strategy and concludes with that the success or failure of diversification depends on the prior performance of the company.Companies usually decide within the course of their business which products or services they offer in which market (Macmillan et al 2000).Different matrixes

How Is The Concept Of Congruency Can Be Relevant To A Revitalisation Of Brand Equity Strategy?

3268 words - 13 pages or the prestige strategy.The strategy of price positioning is important for a company because the sales and the distribution depend on the positioning of the brand.The principle of the intrinsic positioning is different. Firstly, the company tries to position the brand in such a way that consumers distinguish the branded article from other branded article on the basis of intrinsic attributes in a positive way.For instance a brand for cleaning

Irn Bru: How A Change Of Creative Strategy Gave A Long Established Brand New Life "Made In Scotland From Girders"

4655 words - 19 pages advertising, with areas in England receiving every promotional support except TV advertising, makes the case undeniable.No TV advertising equalled no growth in sales.ABSTRACTThis paper is concerned with the fortunes of the fizzy drink brand Irn-Bru in its oldest and most important market: Scotland.It will show how a new creative strategy turned Irn-Bru from an old friend that was struggling to keep up with its teenage drinkers, into a modern anti

The Attitude For Success...This Is A Real Good Essay For A Teacher Who Always Says"Don't Tell Me What Happend Tell Me Why And How" Its Basically His Life Before He Helped Make The Us Free

726 words - 3 pages huge recognition as a man of the people and led to his distinction as America's father. His success in inventing hints to us that perhaps, early Americans did not invent and discover for profit like today, yet did for discovery, adventure and a yearning for learning.Franklin's life was always two things: 1) what can I do to improve myself 2) what can I do to improve my society. Well, Mr. Franklin did a lot to benefit society. Books were very