Strategic Planning-Understanding Competitive Value of Branding

What Is Branding

Modern organizations are very dependent on corporate brand. A company’s corporate brand is a valuable asset that can sometimes exceed its book value. It is crucial to define corporate branding in order to answer the above question. Then, it is important to examine the question of how corporate brands can benefit an organization. How much financial benefit can it bring to an organization, and how does it help organizations gain competitive advantage over their competitors.

Corporate brand equity is the ability to keep a promise. This is when consumers have strong and unique associations with the brand. Corporate branding has many benefits. It is a way for people to know that corporate brands are classy and well-known. David Beckham once said, “I can’t imagine using anything else than Adidas.” Although he is an Adidas model, it also shows that Adidas is a luxury and high-end item. This was why sportspeople with money bought that item. Rolex watches are a good example of this. Rolex watches are known for being the watches for high-class individuals. People with money purchase Rolex watches to display their class. This is Rolex’s brand equity.

Why Is Branding Important?

Brand equity can also be transferred to other products. In the case VW bought Skoda, this is evident. Skoda had been experiencing declining sales before VW bought it. However, Skoda’s performance has improved over the years and its sales have increased due to VW’s transfer of its brand equity. G.M Motors has also purchased other corporate brands, such as Volvo and Daewoo, and transferred brand equity to them.

A corporate brand can bring many benefits to an organization. Newman (2001), suggests that a corporate brand can help increase the success rate of new products or services by up to twenty percent. The launch costs of the product or service could also be lower if there was a corporate brand behind it.

This is due in part to the trust and credibility built by organizations. Customers prefer to stick with an organization that they have worked with in the past. The 4*4 Mercedes vehicles were popular even though this was the first Mercedes 4*4 vehicle to be launched. This is due to string branding and consumer trust.
What Makes Good Branding?

The corporate brand is more durable than other resources within the company. Coca Cola’s brand, for example, is older than the location and plants that made it. It also has a longer lifespan than the people who make it. Grant (1991) said that the corporate brand is slow to decay and that strong corporate brands can reduce competition in the market. Corporate brands have a shorter life cycle than products, so they are more preferred to just the product brand.

Corporate brands are intangible assets. It is therefore difficult to copy them as they are not products from production lines. A corporate brand is a logo or slogan that is protected under laws. Logos and slogans are more secure than the product itself because it is easy to copy a product, but nearly impossible to duplicate a logo.

The corporate brand is a key to achieving economies of scope. This means that it costs less for a company to produce two different products than for two specialized companies to produce them separately. Nike’s slogan is “Just Do It”, and it can be used to promote its various products and services through its advertising.

Corporate brands reflect subcultures and are therefore cultural. Mercedes is an example. Its corporate brand stands out for luxury, high class and high performance. This can be seen in the subculture.
Examples Of Good Branding Design?

It is important to ask whether organizations should adapt their concept branding. The life span of brand designerscorporate brands is generally longer than that of the product brand. Corporate branding has a greater drawback. If a company is negative about its corporate brand, it can affect all its products. Balmer (2003) explains that corporate branding design is a driving force for many stakeholders. This highlights the importance of corporate branding. Olin’s stated that organizations without a clear understanding of their purpose tend to fail over the long-term.

Corporate branding should be done correctly. Organizations with strong corporate branding cannot take advantage of strong branding. They must keep their promises and act ethically. Coca Cola used this advantage in an unethical manner when it first introduced its Dasani water in the U.K. It was later revealed that it was Tap water from the general water supply. McDonald’s is a good example of this. They present themselves as a company that cares about customers and offers clean food. However, there have been times when McDonald’s outlets had to close due to the availability of unhealthy food. It is crucial for strong corporate branding organizations such as Mercedes and Coca Cola to stay true to their values.

How to Design Branding That Works?

The essay above shows that corporate brands are designed to gain the importance awareness in a competitive marketplace. Both externally and internally, corporate brands have an impact. A corporate brand has many advantages, such as competitive advantages over competitors and the ability to achieve economies of scale. To reap the maximum benefits, organizations must effectively manage corporate brands.

The authors also mentioned that many organizations without a strong corporate identity will have difficulties in the future. Organizations without strong corporate brands, such as Proctor and Gamble and Unilever, need to work towards building one.

Organizations can do business easier with the strategic and effective support of a corporate design branding. A corporate brand is more important than the product’s quality or price, but it can only be made successful by the right strategies.

Why Work with Professional Brand Designers?

Brand is a source of competitive advantage that is often overlooked. Branding is more than advertising. It is also not just a catchy name for a product or company. Brands have the most valuable value for customers. It is difficult, expensive and time-consuming to create this value. However, it is also fragile and easy to lose. Managers around the globe tend to be reluctant to spend much time or money on branding, especially for smaller businesses. A well-managed brand designers can outperform any other competitive advantage. This is a shame. This is why large companies that have a lot of managerial power tend to spend more time and money on branding.

What To Expect from Your Branding Agency?

Because customers are more likely to buy your product than another, brands are valuable. A brand can be described as a shorthand for what the customer can expect from your product. This might not be as important if the product has little value to the customer. However, in markets where customers are willing to invest their ego in a brand, the meaning of the brand can be invaluable. Let’s take a look at some examples of branding to understand the importance it may have.

Let’s first look at some brands that have a lot of pull. Because the customer associates these brands with the qualities they like, they will sell well wherever they appear. Each product area has a different meaning, so the Disney brand is unique. Disney is, for example, clean, family-oriented and creatively designed. It also means expensive, crowded, noisy, and (too many) too expensive. It is inevitable that there will be negative aspects of Disney’s theme park branding. However, you must always accept the positive with the negative. The positive aspects are so appealing that millions of people around the globe travel to Disney parks every year to enjoy them.

How to Choose the Right Branding Agency?

Similar stories can be found in the Apple brand. Apple can be understood in many ways. It is easy to use, affordable, and well-designed. This brand is a great example of how ego can be invested in a brand. This branding aspect is even more prominent in computers, as it is much more difficult and more time-consuming to use an operating system other than Microsoft’s. Despite these difficulties, Apple still has a core of loyal fans that wouldn’t consider using any other brand. This doesn’t translate to top market share for Apple but it is an important advantage that has kept Apple’s name alive in a world where others have gone out of business. Apple’s latest products, including the iPod, have drawn on the positive aspects of the Apple brand. Because the iPod is competing in a new market, where its niche status has not been a problem, the negative aspects of the Apple brand are far less problematic. This is a great example of how a brand can be used to expand beyond its core product line.

Two distinct functions of branding may prove useful in an increasingly global market: First, it gives you a strong customer base, which can be more expensive and difficult to replace, and secondly, it can help you get into new areas by giving you access to a global brand. It is costly to build a global brand, but it can often be as expensive to create a local brand. The brand can serve as both an offensive and defensive tool in situations where you compete with local companies.

Leave a Reply

Back To Top