What are the key considerations in branding exercise

What be the rudimentary musings in tarnishing representative nocks corporation be delimit as the forebodes that consumers believe in. In general, punctuate is an ikon that makes its way into consumers mind to influence how they figure and demoralize. It is establish on the control of the products to the consumers. A brand, in essence, is related to the presage you be going to lurch to the consumers about the products and the benefits after using or purchasing the products. (Keller, 1993)A parcel of people bring in misunderstanding towards concept of brand. They thought changing the logo and company atomic number 18 the complete set of brand object lesson. Branding isnt a veneer that you slap on (usu solelyy in the form of a untested logo) to mask or transform a product offering. Treating branding wish some skin-deep solution to your channels problems is like puzzleting lipstick on a pig People confab with with(predicate) the makeup, no proposition how th ick the application. accord to Aaker, and Keller (1990), branding has to go each the way to the spirit of all(prenominal) nonp beil and the identicalness for all.Before looting doing any brand exercise, there atomic number 18 some mindset preparation holds to be established. First when you initiate building your brand, you must let the whole world to believe and confident towards your promise on your products. The product promises should be unique and represent the set of the products to be delivered to the guests. The promises you redeem made, should be delivered to your consumers at the same pace in terminus of hollo, logo, message and the company name. The consistency of the brand is master(prenominal) specially when doing publicity, advertisements or correct maintaining node relationship. After building up the brand, brand maintenance is very important. (Muniz and OGuinn, 2001). We must reinforce the brand promise. We must have self rating on the brand consis tency with the message that we trust to deliver. If the brand does not show consistency, you tend to spoil your brand and put your brand at risk beca occasion consumer would think that you argon breaking your promise to deliver the message to the consumers.No branding exercise is going to conquest if you atomic number 18 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 proud enthronement. The higher the risk, the higher the outlet. The return on investment for brand exercise is huge because you will increase the involvement of tradeplace sh be at ache run. Remember, you would not be able to see the results of branding at short clock. Hence, building up branding exercise of a product or company follows the principle of Rome is not built in one day Time, effort ar the victory key for building a brand.Brands clear consumer trust and emotional attachments. For example, wh en we think of a convenient store, we will definitely think of 7-11. Why? This atomic number 50 be explained that the store has created the trust and emotional attachments among us. Branding exercise enhances customer commitment and help the organization to win through nonetheless when they are having price war or having young competitors in the trade.In consumer behaviour studies, brand genuinely a wisdom neurologically. For example, you are able to nominate a logo because you believe how and what the logo represents. For example, Coffee Bean sells coffee. It stands for day-by-day respiration. Remember, the brand lives in consumer minds, so branding is the dish up of phylogenesis consumer beliefs and perception that are accurate and in alignment with what you requisite your brand to be. come crossways Considerations in Branding ExerciseThere is several(prenominal) keys consideration in branding exercise. It hindquarters be described through the diagram when fetchi ng action of brand exercise.The first key of consideration is the product definition. According to Balmer (1995) you stick out actually brand anything that wish to much(prenominal) as services, products, organisation, even people. Complete understanding of the product you would like to brand is the first consideration to be taken into account.The second consideration is the positioning of products. During positioning, we have to expose out the is found in the consumers mind. Hence, the positioning should be unique, meaningful, and available pinch in the marketplace. The uniqueness of the product that enables the product to stand out from the market is essential to understand your own product before taking the close 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 dirty dog deliver or how the pr oduct 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 branding exercise by giving a fantastic name, creating a puritanical 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 numerous brands lose steam. After brands are launched, brand owners often get deteriorate of their own looks and messages and begin to improvise with new looks, new messages, and even new brand personalities and promises. Just when consistency is most necessary in night club to gain clarity and confidence in the marketplace, brands that lack persistence go off track.The persistence of the brand give the gate be evaluated through perception analysis. In a consumers mind which is where brands live a nd 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 aspirations and in synch with consumer wants and needs. Based on the results of perception analysis, brand owners begin their loop some the branding cycle again, this condemnation adjusting their products, fine-tuning their positioning statements, strengthening their promises, updating their presentations, rewrite their brand management rules, and once again monitoring perceptions in rule to guide ongoing brand realignments and revitalizations.2. Never in my spiritedness 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. inform the key benefits of branding and how does branding change the way Tescos partner Khun Kanungnit pass his military control?Key Benefit of BrandingMost argumentmen 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 open up profitability. Doing business in this competitive world creates problems to the new comers. All businesses are focusing on different areas and they are competing with each other. Product differentiation, permit a better service become the competitive key for all business. According to Berry (2000), consumers now are smart to do likeness on the price, reference of the products. Brands supply the platform for the product and business to enter into strategical advantage environment.Second, brands prompt consumer selection. The buy surgical operation now has changed. traditionalistic purchasing behaviour focus on direct selling and in addition face to face communication. Now, with advancement with network and wireless connection, people notify even use hand phone or ipad to purchase. The change of the buying behaviour breaks 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. According to supposition Reasoned and Action (TRA) model awareness is the fundamental of purchase behaviour. Creating a brand can be enhanced through logo stigmatise registration. According to Ha (1998), there are nearly 99% of the spoken language found in the English dictionary has been registered as the domain name to be utilise as the marketing schema. nearly of the names even are put as the trademark. Now, a lot of new business created lyric poem 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. Whe n analysing product life cycle, we understand that boost up a product is essential in order to avoid the product reaches saturated stage. Brand helps to break through this barrier. With this strategy, products would spread over to survive without having strike by the sinking of consumer awareness, understanding, and preferenceIn fact, brands do not entirely brings advantages in financial prospective unless it too creates non financial benefits such as customer loyalty, words of calendar month marketing strategy and others. Even branding exercise needs high investment but the outcome of victoryful branding exercise would create unlimited benefit to the products and also organisation in the long run. alternate of business operation out-of-pocket to brandingThere are several changes that were done by Tesco in Thailand in order to win the topical anesthetic anaesthetic market. The following strategies are implemented spread over to develop market of part Thai products so that every customer can discover, use the goods that are made for Thailand citizen.Involve in topical anaesthetic participation Surin Limited partnership.Continue to maintain quality, cleanliness and general statements of productsContinue to spirt hard to mention utilitarian 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 materializations 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 range in order to remunerate the customers. The concern wants to brand them as the one stop gist that the customers can find everything in there. Hence, Tesco Thailand tries to fulfill the quality not only products but also the service.Tesco in Thailand involve in local anaesthetic participation Surin Limited partnership. When implementing branding exercise, culture 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 home country, but they have to establish 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 cultural issue consideration can be achieved with local participation Surin Limited partnership.Tesco in Thailand brand themselves as the q uality, cleanliness and general statements of products. They continue to maintain this concept the launch 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 parentage keepers every month so that the product quality is maintained. Not only that, Tesco works together with local farmers to supply the fresh food, pump and aggregate to them. This exercise in fact becomes the branding identity for Tesco with the tagline, Fresh vegetable everyday.In order to maximize satisfaction level 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 stopping point 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 nerve center can be an merriment center for children, sleuthping gallery for house wife. 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 gladden 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 market to buy a broom and travel to unwavering market to buy a fish and even to dry market to buy o nion. Now, Tesco Thailand gathers all the products according to the household needs. Not only there, bevel services are available to help businessman to do their work while their wife are patronizeping. Besides, these facilities encourage shoppers to buy more because they can withdraw cash 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 circumstance try of Tesco, I have generally identified the brand strength of Tesco Thailand are guest relationship managementCommitment to qualityGlobal-local adaptation bigness of productService 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 countywide approach which provides seamless integration of every ar ea of business that touches the customer- viz. 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 retention of customers in addition to the acquisition of new customers. The expression Customer Relationship Management (CRM) is becoming standard terminology, replacing what is widely sensed to be a misleadingly narrow term, relationship marketing (RM)Tesco Thailand focuses on customer relationship management. They believe that customer satisfaction is the first precession 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 achieve highest customer satisfaction. They differentiate themselves by providing the retur n 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 repurchase 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 heal 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 bank discount for members . Members day are conducted one-year only for members. During the members day, members are given opportunity to shop with higher discount. severally 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 QualityProduct quality is customers overall evaluation of the excellence of the performance of the good or service. Kellers (1993) 7 basic dimensions of qualityPerformanceEmployee InteractionsReliabilityDurabilityTimeliness 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 digest 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 th e 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 variantGlobal-local adaptation is used by the Tesco Thailand to win the market. Manager from Tesco Britain can be familiar with retail business but localization is important based on the culture and taboo. Products that are sold in large touchstone in Britain might not be able to win the subject matter of the local community. As the result, Tesco Thailand takes initiative to set up a drudgery unit (local company Surin Limited Partnership) that has no negative association with quality, agiotage 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 never find it in the Tesco internationally. These products are specially jut 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 accepted 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 alternative, 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. fullness 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 housewife. 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, Tes co 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 offeringTesco Thailand has undergone market and product development strategies to provide a better service to the consumer. Tesco has used the Internet to pack its market into new product markets, such as financial services, pureness 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. unseasoned revenue sources are available through extending the product range online as expl ained above, and also with new digital revenue streams such as those for medicinal drug 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 web and e-mail to target more closely through targeting different lifecycle groups these are customers who are assort according to their level of adoption of online service. Tesco also uses the web to target limited requirements such as Diets and Financial Services through search railway locomotive 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 o f the mix for positioning beyond the guide word 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 elbow room for systematically creating differentiation and consumer 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 layer 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 shop and customer loyalty is the final destination for all branding exercise.