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ACG709 Strategic Branding and Design Assignment Answers
This research project relates to the strategies of branding and design of brand using the branding techniques and methods. A wide range of theoretical aspects related to branding strategies and techniques have been researched and used in this project. The project aims at developing an understanding of different types of branding strategies such as place branding, product branding and corporate branding along with their concept and use as a process. The effectiveness and use of brand strategies in brand building and maintenance by including branding techniques as a part of brand strategy is recognised as an important concept for any business company or nation as discussed in this research project.
Part One: Branding Techniques
Brand image and architecture
Brand image refers to as the views and opinions of customers about the brand. The customers build perceptions about the brand within their minds as they get to know about the brand and use the products within the brand. This is known as the brand image which representsthe set of beliefs of customers for brand (Thawani, 2015). Brand architecture means the complete structure of brands under which various brands of portfolio of company and the way in which they are related to each other is defined. Building a good brand image and simple and diversified brand architecture within the entity is the best branding technique for a business or a company as it directly affects the preference and choice of customers for the brand which results in developing the customer loyalty for the products within the brand. This branding technique focuses on increasing customer loyalty and building the trust of more and more target customers within the target market in the products of company under the brand. Brand architecture helps the customers in understanding the structure of branded products. Thus it is considered to be an effective branding technique for the products manufactured or intended to be sold under the brand.
Brand narrative technique and target market
Brand narrative is a tool or technique which is used to attract the customers and make the brand popular among the target customers. It is a kind of slogan or brand advertisement content which is spread as a message among the customers of target market as a part of branding strategy. This branding technique emphasize on popularity of brand so that the products within the brand may reach the access of each and every customer of the target market and make them aware about the qualities and usefulness of the products along with the special features and value of brand. The sources which are used for brand narrative include social media, internet and other digital communications where the narrative can be either in audio, video or written form. The communication of brand narrative is focused on target market so that the potential customers likely to be interested in the products of the company may get to know about the qualities of brand easily. The main objective of this branding technique is to make the potential customers fully acquainted with all the details of the products which are the part of the brand (Ourahmoune, 2014).
Integrated marketing communication
It is an advanced or expanded form of traditional marketing strategy under which the message about the brands of the company are communicated to the shareholders effectively and in an optimum manner. It is an effective branding technique which results in the communication of the brand to all the stakeholde4rs of the company in a consistent manner. Under this technique various direct and indirect methods of marketing are used such as interactive marketing, personal marketing, advertisement, sales promotion, public relations etc. it involves various approaches such as Inside-out approach, Outside-in approach and cross functional strategic approach. The stakeholders of a company are the parties which are directly related with the company and are concerned with the brand and products of the company. Therefore it is essential to communicate the information including the details of brand to the stakeholders which can be done easily using the technique of integrated marketing communication (Luxton, 2015). This branding technique focus on communication of brand details to stakeholders rather than customers only. These stakeholders include employees, creditors, shareholders etc. which may be potential customers for the company along with the potential customers of target market. It is considered to be an effecting branding technique as it helps in creating the awareness about the brand among the stakeholders of the company who are the pillars of any company and play a vital role in brand building for the company or business of company.
Part Two: Existing Branding Strategies
Product branding strategy
Product branding refers to as the use of a specific symbol, design, logo or name as an identification of the products of a company or a business. It provides a unique identity to the products by which products are positioned in the market. There are various methods for branding the products under the branding strategy such as manufacturer brand in which the branding of product is done by the manufacturer at the time of manufacturing of product, private label branding in which private labels Rae used on the products to define their brand, individual or family branding in which products of same category are classified within one brand or the all the products of business are classified under one brand, co-branding under which the brand name is shared by co-owners of product under same brand. Two existing brands may also be linked under co-branding strategy (Hestad, 2016). The product branding strategy helps in the product positioning in the market effectively and making the customers from the target market aware about the qualities and feature of the product. Trademarks and copyrights of products are also the part of product branding strategy. Thus the most common strategy used for product branding is advertisement or integrated marketing.
Corporate branding strategy
Corporate branding refers to as the use of any logo symbol, name or design for the company which may provide an identity to the company by which the company can be recognised among its stakeholders and customers within the market as well as industry. The corporate brand not only gives an identity to the company but also depicts and represents the image of company along with the ethics, values which are followed by the company in context of its business and dealing with customers. The strategy of corporate branding shall include maintaining the brand value by the company which can be represented by its brand (Abratt, 2012). The brand of a company is the indicator of the reputation and image of company on which the trust and loyalty of the customers and other stakeholders is based. In this way corporate branding strategy is an important planning element of the company which helps in the positioning of company in the market as well the industry in which it is operating. The strategy that is used for corporate branding is the use of its core values and ethics to define its brand image.
Place branding strategy
Place branding refers to as the process of developing an image of a place which may be a nation or a city. It includes marketing and promotion of a place. It may relate to nation branding, region branding or city branding. The strategy for place branding is generally adopted by the public administrators, who create branding for a place so that the network and social development of that place can take place. The strategy that is used for place branding is the use of slogans or advertisements which are communicated to large mass of people who may or may not belong to that place as a message (Oliveira, 2016). These slogans or content of advertisement describes the unique quality or feature of that place to attract attention of public to that place or make it popular. For example the lace branding of Las Vegas is done by the tagline “What Happens in Vegas, Stays in Vegas”.
From the abovementioned branding techniques and branding strategies it can be concluded that branding is an important concept in the determination of reputation and image of any company. The brand strategies help in building effective brand image and architecture within the entity and for the business. The various brand techniques as discussed in this project can be used as effective tools for brand development and enhancement. The marketing and promotion of brand is discussed an important part of branding strategies and techniques since the communication of brand details, qualities and features along with generating awareness for the brand among people is equally important as the branding techniques to effectively implement the brand strategies. The branding plays a vital role in every aspect whether the branding is related to product, place or corporate.
Abratt, R. & Kleyn, N. 2012, "Corporate i dentity, corporate branding and corporate reputations: Reconciliation and integration", European Journal of Marketing, vol. 46, no. 7/8, pp. 1048-1063.
Hestad, M. 2013; 2016; Branding and Product Design: An Integrated Perspective, Gower, and Farnham.
Luxton, S., Reid, M. & Mavondo, F. 2015; 2014; "Integrated Marketing Communication Capability and Brand Performance", Journal of Advertising, vol. 44, no. 1, pp. 37-10.
Oliveira, E. 2016, "Place branding as a strategic spatial planning instrument: A theoretical framework to branding regions with references to northern Portugal", Journal of Place Management and Development, vol. 9, no. 1, pp. 47.
Ourahmoune, N., Binninger, A. & Robert, I. 2014, "Brand Narratives, Sustainability, and Gender: A Socio-semiotic Approach", Journal of Macro marketing, vol. 34, no. 3, pp. 313-331.
Thawani, V., Singh, P. & Thakur, H. 2015, "Boosting the brand image", Journal of pharmacology & pharmacotherapeutics, vol. 6, no. 1, pp. 1-2.