What are the key considerations in branding exercise

What ar the winder experimental conditions in piting exercise patsys merchant ship be defined as the look fors that consumers believe in. In general, give away is an image that makes its way into consumers mind to influence how they think and procure. It is based on the promise of the results to the consumers. A brand, in essence, is related to the promise you argon going to de blisteringr to the consumers about the fruits and the benefits after using or purchasing the products. (Keller, 1993)A lot of people have misunderstanding towards concept of brand. They intellection changing the logo and company be the complete set of brand exercise. Branding isnt a veneer that you slap on (usually in the form of a new logo) to mask or transform a product offering. Treating brand like whatsoever skin-deep solution to your origins problems is like putting lipstick on a pig People see with the makeup, no matter how thick the application. According to Aaker, and Keller (1990), br anding has to go all the way to the core of either angiotensin converting enzyme and the identity part for all.Before starting doing any brand exercise, there are some mindset preparation affects to be established. First when you start building your brand, you moldiness let the whole world to believe and confident towards your promise on your products. The product promises should be unique and represent the values of the products to be delivered to the customers. The promises you have made, should be delivered to your consumers at the same pace in term of name, logo, message and the company name. The body of the brand is important especially when doing publicity, advertisements or even maintaining customer relationship. aft(prenominal) building up the brand, brand maintenance is very important. (Muniz and OGuinn, 2001). We must reinforce the brand promise. We must have self evaluation on the brand consistency with the message that we hope to deliver. If the brand does not show consistency, you tend to spoil your brand and put your brand at risk because consumer would think that you are severance your promise to deliver the message to the consumers.No branding exercise is going to success if you are rushing for building up the brand. When building up a brand, we must always focus, persistence and put passion into it. Besides, branding exercise needs high enthronisation. The higher the risk, the higher the return. The return on investment for brand exercise is huge because you will increase the involvement of market share at long run. Remember, you would not be commensurate to see the results of branding at short time. Hence, building up branding exercise of a product or company follows the principle of Rome is not built in one day Time, effort are the success draw for building a brand.Brands create consumer trust and emotional attachments. For example, when we think of a convenient store, we will in spades think of 7-11. Why? This asshole be explaine d that the store has created the trust and emotional attachments among us. Branding exercise enhances customer commitment and help the organization to win through even when they are having toll war or having new competitors in the market.In consumer behaviour studies, brand in reality a information neurologically. For example, you are able to identify a logo because you believe how and what the logo represents. For example, Coffee Bean sells coffee. It stands for daily respiration. Remember, the brand lives in consumer minds, so branding is the process of development consumer beliefs and perception that are accurate and in conjunctive with what you want your brand to be.Key Considerations in Branding ExerciseThere is several keys consideration in branding exercise. It can be described through the diagram when taking action of brand exercise.The first key of consideration is the product definition. According to Balmer (1995) you can actually brand anything that wish to such as inspection and repairs, products, organisation, even people. Complete understanding of the product you would like to brand is the first consideration to be taken into account.The assist consideration is the positioning of products. During positioning, we have to keep out the is found in the consumers mind. Hence, the positioning should be unique, meaningful, and available spot in the market attitude. The uniqueness of the product that enables the product to stand out from the market is intrinsic to understand your own product before taking the decision to brand the product.Next, the promise is the important element in branding exercise. In fact, the promise delivers by the product is the fundamental of the message to be delivered to the consumers. This promise shows what the product can deliver or how the product does helps the consumer. The key promises actually create the interest among consumers and credibility of the products. Most of the brand consultant would start the br anding exercise by giving a fantastic name, creating a nice logo and launch the product to the market place with nice and beautiful packaging. (Keller, 2003).Persistence plays important role in branding. It is the important key consideration during branding. This is the point in the branding cycle where too many brands lose steam. After brands are launched, brand owners often get tired of their own looks and messages and acquire to improvise with new looks, new messages, and even new brand personalities and promises. Just when consistency is most necessary in order to gain clarity and self-confidence in the marketplace, brands that lack persistence go off track.The persistence of the brand can be evaluated through perception analysis. In a consumers mind which is where brands live and thrive a brand is a set of beliefs about what a company offers, promises, and stands for. Great brands continually monitor brand perceptions to see that theyre in alignment with the brand owners as pirations and in synch with consumer wants and needs. Based on the results of perception analysis, brand owners begin their loop around the branding cycle again, this time adjusting their products, fine-tuning their positioning statements, strengthening their promises, update their presentations, rewriting their brand management rules, and once again monitoring perceptions in order to guide ongoing brand realignments and revitalizations.2. Never in my life did I think that any of my traditional dishes.. that I cured in my backyard would one day appear in store say Tescos partner Khun Kanungnit.Explain the key benefits of branding and how does branding change the way Tescos partner Khun Kanungnit operate his fear?Key Benefit of BrandingMost dutymen have the dilemma the statement, To Brand or not to Brand. The consideration involved of the return on investment (ROI) worth for the value. However, the concept of branding brings more advantages to the business.First, the brands unlock profitability. Doing business in this warlike world creates problems to the new comers. All businesses are focusing on different areas and they are competing with each other. Product differentiation, provide a better service pass the competitive key for all business. According to Berry (2000), consumers now are smart to do comparison on the price, caliber of the products. Brands provide the platform for the product and business to venture into strategical advantage environment.Second, brands prompt consumer selection. The buying process now has changed. Traditional purchasing behaviour focus on direct selling and also face to face communication. Now, with advancement with internet and wireless connection, people can even use hand phone or ipad to purchase. The change of the buying behaviour watchs the geographic limitation. The boundless marketplace creates more challenge to the business and creates the needs of branding to the businesses.Third brands build name awareness. Acc ording to Theory think and Action (TRA) model awareness is the fundamental of purchase behaviour. Creating a brand can be enhanced through logo trademark registration. According to Ha (1998), there are nearly 99% of the words found in the English dictionary has been registered as the domain name to be used as the marketing strategy. Some of the names even are put as the trademark. Now, a lot of new business created words is not found in the dictionary to be used as their business. Those invented names have strong and diligent word so they create consumer awareness, recall, and meaning.Forth, Park, Jaworski and Maclnnis (1986) reported the brands increase the odds of business survival. When analysing product life cycle, we understand that boost up a product is meaty in order to avoid the product reaches saturated stage. Brand helps to break through this barrier. With this strategy, products would continue to survive without having strike by the sinking of consumer awareness, unders tanding, and preferenceIn fact, brands do not only brings advantages in financial prospective further it also creates non financial benefits such as customer loyalty, words of month marketing strategy and others. Even branding exercise needs high investment but the outcome of successful branding exercise would create unlimited benefit to the products and also organisation in the long run.Change of business physical process due to brandingThere are several changes that were done by Tesco in Thailand in order to win the topical anaesthetic anesthetic anesthetic market. The following strategies are implementedContinue to develop market of case Thai products so that every customer can discover, use the goods that are made for Thailand citizen.Involve in local participation Surin Limited partnership.Continue to maintain quality, cleanliness and general statements of productsContinue to work hard to find useful information, and constantly getting advice from Tesco Britain to provide the best service to the consumersProvide strategic differentiation in term of service and product to the consumers.During implementing branding exercise, Tesco in Thailand continue to develop market of quality Thai products so that every customer can discover, use the goods that are made for Thailand citizen. All products that are displayed in Tesco Thailand have undergone product quality assessment. During quality assessment, health, food safety, varieties issues are taken care to ensure customer satisfaction. Besides, marketing research is conducted from time to time in order to know the needs of the consumers in term of price strategy, product site in order to satisfy the customers. The center wants to brand them as the one stop center that the customers can find everything in there. Hence, Tesco Thailand tries to occupy the quality not only products but also the service.Tesco in Thailand involve in local participation Surin Limited partnership. When implementing branding exe rcise, elaboration issues are essential to determine the success in a local market. Internationalization is important when penetrating in new countries (Welch, 1988). Tesco Britain can be successful in their foot country, but they have to based on local culture on the concept of do and dont in management so that would not offense local people. For example, certain words can be used in Britain in the advertisement. However, the same words can be offensive in local market. The pagan issue consideration can be handd with local participation Surin Limited partnership.Tesco in Thailand brand themselves as the quality, cleanliness and general statements of products. They continue to maintain this concept the portion out comfortable feeling to the consumers. As in ISO 9002 of Tesco, washrooms need to be cleaned every two hours to ensure the cleanliness. (Smith and Sparks, 2004). Besides, the expired date of the products is checked by the stock keepers every month so that the product quality is maintained. Not only that, Tesco works together with local farmers to supply the fresh food, meat and meat to them. This exercise in fact becomes the branding identity for Tesco with the tagline, Fresh vegetable everyday.In order to maximize satisfaction take of customers, Khun Thanyapat always continue to work hard to find useful information, and constantly getting advice from Tesco Britain to provide the best service to the consumers. Thailand has move to knowledge society. Product information is important to ensure customers satisfaction. Leaflets are put on the entrance of the Tesco so the consumer are awared of the product range and also this increase the decision making process of consumers. Hence, this strategy improves and encourages purchase behaviour among consumers.Provide strategic differentiation in term of service and product to the consumers. Tesco Thailand brings all the products into the store. Besides, the center can be an entertainment center for child ren, shopping gallery for housemarried woman. A business center for businessman and also the family collect center also.In term of entertainment center for children, they have playground and game center for the children to have jubilate and fun there. Children would love to visit the place because they are place for them to do some activities. In term of housewives, they can buy groceries, fresh vegetables, meat and others to gratify the needs of the family. The housewives do not need to travel to grocery to buy a broom and travel to wet market to buy a tilt and even to dry market to buy onion. Now, Tesco Thailand gathers all the products according to the household needs. Not only there, bank services are available to help businessman to do their work while their wife are shopping. Besides, these facilities encourage shoppers to buy more because they can withdraw money anytime when they shop.3. How does Tesco differentiate its brand from the competitors and build brand-loyalty among the consumers in Thailand?After analyzing the case study of Tesco, I have generally identified the brand strength of Tesco Thailand areCustomer Relationship managementCommitment to qualityGlobal-local variantBreadth of product assistance offeringTarget market strategy.Customer Relationship ManagementCustomer Relationship Management (CRM) is a business strategy that aims to understand, anticipate and manage the needs of an organisations current and potential customers (Reinartz, Krafft, Hoyer, 2004). It is a comprehensive approach which provides seamless integration of every area of business that touches the customer- to wit marketing, sales, customer services and field support through the integration of people, process and technology It is a shift from traditional marketing as it focuses on the retentivity of customers in addition to the acquisition of new customers. The expression Customer Relationship Management (CRM) is becoming standard terminology, replacing what is wi dely perceived to be a misleadingly narrow term, relationship marketing (RM)Tesco Thailand focuses on customer relationship management. They believe that customer satisfaction is the first antecedency to be set by the organization. Tesco Thailand builds the customer relationship with the consumers. According to research, a lot of consumer purchases a product not because they need the products but it is due to the emotional needs. (Morris, 1998).In relationship management, Tesco wants their clients to reach out highest customer satisfaction. They differentiate themselves by providing the return product policy when they do not feel satisfy with the products. Generally, when a customer satisfies with the products or services, they would tend to purchase or revisit the store again. Besides, Tesco Thailand understands that it is cheaper to retain the current customers rather than making promotion and advertisements to recruit new customers. Tesco Thailand always put clients as the top priority in all purchasing process. With this policy, the customers would feel more secure to purchase and shop in the shop.Besides, Tesco provides membership for the customers. The clients can accumulate points when shopping in Tesco Thailand. The points can be used to redeem vouchers or products from Tesco. Besides, the members would receive updates of promotion from time to time. These strategies promote the relationship with the customers and this lead to the customer loyalty and brand identity among customers.Not only membership, Tesco Thailand provides exclusive discount for members. Members day are conducted yearly only for members. During the members day, members are given opportunity to shop with higher discount. Each member can only bring a friend to shop on the day. This strategy improves customer relationship and made the Tesco membership to be more exclusive. (Shaffer, 1991).Commitment to characterProduct quality is customers overall evaluation of the excellence of th e performance of the good or service. Kellers (1993) 7 basic dimensions of qualityPerformanceEmployee InteractionsReliabilityDurability patness and convenienceAestheticsBrand EquityTesco Thailand cares of the product quality. They understand price is a factor of decision making but the quality of products is the key element that sustain the customers to stay and can be converted as the customer loyalty in the future. Besides, there is a strong relationship between quality products and customer satisfaction. High customer satisfaction promotes customer loyalty in a long run.As the implementation strategy, Tesco Thailand always maintains the product quality by doing stock check to keep track on the freshness of the products. Besides, Tesco has a computerized system to evaluate the expired date for the products. This strategy maintains the quality of the products.Global-local AdaptationGlobal-local adaptation is used by the Tesco Thailand to win the market. Manager from Tesco Britain c an be familiar with retail business but localization is important based on the culture and taboo. Products that are sold in large quantity in Britain might not be able to win the heart of the local community. As the result, Tesco Thailand takes possible action to set up a production unit (local company Surin Limited Partnership) that has no negative association with quality, premium products. With this strategy, Tesco Thailand actually undergoes internationalization and localization to achieve the support from the local community.Some products sold in Tesco Thailand are only being found in Thailand but you would neer find it in the Tesco internationally. These products are specially design for the local community. Salty fish is the best example, Thailand community likes the product and they want to buy it from Tesco Thailand. However, the product might not be judge by Britain community. The integration of local culture is taken care when providing service to the local community. Not only that, Tesco Thailand employs only local staffs. The managers and CEO are local community. With local management team, they would able to plan effectively. For example, for advertisement and promotion program, the local marketing manager would be able to know the culture in Thailand. The preference of the consumers is identified. The words choice, colours and models used in the advertisement can be localized to increase the acceptance of the local community. Hence, Global-local adaptation in term of staffs is an essential factor to be taken care off.Breadth of productDepth of product line can be defined as the variety of products that are carried by any retails shows such as cloths, electrical products, food, furniture and others. . The breadth of the product is important to ensure Tesco Thailand success in differentiating themselves and to create customer loyalty.As review in the case study, Tesco Thailand can be an entertainment center for children, shopping gallery for ho usewife. A business center for businessman and also the family gathering center also. In term of entertainment center for children, they have playground and game center for the children to have joy and fun there. Children would love to visit the place because they are place for them to do some activities. In term of housewives, they can buy groceries, fresh vegetables, meat and others to fulfill the needs of the family. The housewives do not need to travel to grocery to buy a broom and travel to wet market to buy a fish and even to dry market to buy onion. Now, Tesco Thailand gathers all the products according to the household needs. Not only there, bank services are available to help businessman to do their work while their wife are shopping. Besides, these facilities encourage shoppers to buy more because they can withdraw money anytime when they shop.With the breath of products, customers satisfaction level increases and this builds the customer loyalty in the long run.Service of feringTesco Thailand has undergone market and product development strategies to provide a better service to the consumer. Tesco has used the Internet to extend its market into new product markets, such as financial services, white goods and DVD rentals. While these are promoted through the store, the web provides a wider choice of products, more detailed information about products and a method of purchase. The internet can also support entry into new geographical markets.New revenue sources are available through extending the product range online as explained above, and also with new digital revenue streams such as those for music downloads and e-Diets. Tesco also supports advertising on its site of related product such as financial services.Differentiation through Target market strategy.Tesco.com has a broad market of customer types, so it is less relevant for them to use online to selectively target these with communications. However, the article explains how Tesco has used the we b and e-mail to target more closely through targeting different lifecycle groups these are customers who are grouped according to their level of adoption of online service. Tesco also uses the web to target specific requirements such as Diets and Financial Services through search engine marketing.Not only this, Tesco offers some unique online promotions and lower online prices for select products such as financial services which could attract a percentage discount when purchased online. It appears not to use the service elements of the desegregate for positioning beyond the slogan You Shop, We Drop. But attention has been paid to improving the customer experience through usability activities and reduction of download times.ConclusionStrong brands never happen by accident. Yet only 53% of firms say they have a long term brand strategy in place. A brand strategy is simply a plan for developing a coherent brand. It provides the means for systematically creating differentiation and co nsumer appeal by empowering better brand decisions across the organization. An effective brand strategy influences the total operation of a business to ensure consistent brand experiences for the customer.Tesco Thailand has become a successful story of branding that can be learnt by everyone. Differentiation and innovation are important to sustain the success of the brand. Reaching the heart by creating memory and customer loyalty is the final destination for all branding exercise.