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Branding

VIEWS: 10 PAGES: 17

									Service
Service is an activity of perishable benefits that delivered from the accountable service
provider’s mostly in close connection of service providers and generated by functions of
technical system or distinct activities of individual. One of the challenges in marketing
services is that they are less tangible than products and more likely to vary in quality
depending on the particular person or people providing them. Branding a service can also
be an effective way to signal to consumers that the firm has designed a particular service
offering that is special & deserving of its name.




                         1. Regional unique ways to maximize service quality.
                         2. Build effective organizational community.
                         3. Expand brand image by increasing a full range of sign,
                         symbol and logo.
                         4. Making effective communication programmed to
                         enhance customer experience.
                         5. Family or individual brand helps to establish strong brand
                         hierarchy.




                                                                                         Additional
                                                                                         guideline for
                                                                                         services




There are some challenges in service branding those are given in near below:

      Intangibility.
       Heterogeneity
       Inseparability
       Perish ability


Goods                    Services                  Services            branding
                                                   implications
tangible                 intangible                    Service brand can’t
                                                          be patented.
                                                       Service brand can’t
                                                          be inventoried.
                                                       Service brand can’t
                                                          be readily displayed
                                                          or communicated.
                                                       Pricing          service
                                                          brand is difficult.
Standardized             heterogeneous                 Service brand face
                                                          difficulties
                                                          delivering           on
                                                          promises.
                                                       Service           brand
                                                          quality depends on
                                                          many uncontrollable
                                                          factors.
Inseparability           Simultaneous production       Customer
                                                          participates on the
                                                          service         brand
                                                          transaction.
                                                       Employee            may
                                                          affect the service
                                                          brand outcome.
                                                       Customers           may
                                                          affect one another in
                                                          the service brand
                                                          transaction.
                                                       Satisfaction           of
                                                          service brand is
                                                          influenced           by
                                                          expected            and
                                                          perceived behavior
                                                          of service provider’s
                                                          customer.
                                                       Mass production of
                                                          service brands is
                                                          difficult.
Non-perishable                perishable                            Service brands face
                                                                     challenges to build
                                                                     and sustain image
                                                                     and reputation to
                                                                     retain customers.
                                                                    Fluctuating demand
                                                                     can cause problem
                                                                     for         branding
                                                                     services.

   .
   .Proposed service branding model:



   .




                                           Brand as product

                                           Brand as process

Brand
                                            Brand as person



                                            Brand as symbol


                                Brand as organization




Researchers have identified a number of dimensions of service quality:

a) Reliability-perform promised service dependably and accurately.
b) Responsiveness-willingness/readiness to provide prompt service.
c) Competence-possess knowledge and skill to perform the service.
D) Access-approachability and ease of contact of service personal.
e) courtesy-politeness, consideration and friendliness of service personal.
f) communication-keeping customers informed linking to customers.
g) credibility-trustworthy, believable and honest.
H) security-freedom for danger risk or doubt.
i) understanding/knowing customer-knowing customers need.
j) Tangibles-Physical evidence of service.


The five service dimensions customer care about:




The five SERVQUAL dimensions are:

   * TANGIBLES-Appearance of physical facilities, equipment, personnel, and
communication materials
   * ELIABILITY-Ability to perform the promised service dependably and accurately
   * RESPONSIVENESS-Willingness to help customers and provide prompt service
   * ASSURANCE-Knowledge and courtesy of employees and their ability to convey
trust and confidence
   * EMPATHY-Caring, individualized attention the firm provides its customers.
      :

           1.Lesson of listening-if we continuously learning about customers expectations,
           needs and wants then we easily identify what the customer really want and
           understand their perceptions.
           2. Lesson of reliability-it is the most important dimension of improving service
           quality because here company at first priority their service and performed
           promised service dependably & accurately.
           3. Lesson of basic service-company provides some basic service for their
           customers. They can try to provide service which they are promised, to
           understand customer needs and wants they use their common sense. They
           always updated current information about customers demand and determined
           value to the customers.
           4. Lesson of service design-when they design they product at first they should
           know the customers perceptions and managing it’s many detail.
           5. Lesson of recovery-To satisfy their customer company arranges some special
           service for them. They can handle easily any complain about their product or
           service they respond quickly and personally help customer to solve their
           problem & develop a problem resolution system.
           6. Lesson of surprising customers-
           Surprising customers usually has uncommon swiftness, grace, courtesy,
           competence, commitment and understanding.
           7. Lesson of fair play-
           Companies who provide service for customers they always try to build fairness
           to customers & employee and they make special effort to be fair.
           8. Lesson of teamwork-
           Service Company delivers their employee motivation to increase their capability
           and team work is that which helps a company to provide service for their
           customers with great care & attentiveness.
           9. Lesson of employee research-
           With the help of research with employee company must identify why service
           problem occurs and they try to find out possible solution of these problem.
           10. Lesson of service leadership-
           If we assured inspired leadership overall the company effective product or
           service design system properly use of information &technology and slow to
           change, invisible, all powerful, internal force create then we get quality service
           from any company.




Recommendations for improving
service quality across service
industry.
Retailers

Retailers are assumed to be irrelevant to the source of brand value for manufacturers with
the result that manufacturer do not target retailers to help them build strong brands. On
the other hand retailers may tend to focus on building their own private brands to
differentiate themselves from other retail competitors and to increase their power in
relation to manufacturer brands. On the other hand retailers also need to create a good
image in the consumer marketplace by selling famous manufacturer branded products. In
other words, retailers often have to sell famous brands even if they would prefer to sell
other brands or their own. Powerful consumer brand not only provides value to the
manufacturers and consumers but they also offer many obvious benefits to retailers.
These benefits include-




                       1. Established consumer demand.
                       2. Favouable consumer attitudes towards the branded
                       product found in their store.
                       3. A commitment from manufacturer to promote their
                       products.
                       4. The credibility and image of the brand itself as an
                       enhancement of the retailers own credibility & image.




Brand equity therefore needs to be investigated from the retailers perspective, in order to
provide a more complete understanding of the role of branding in marketing strategies.

The soft drinks product category was selected for this study due to it being one of the
most common type of products sold by the independent retail sector in Bangladesh which
would ensure that all participants could easily share their opinions of the value of brands.
                                                                                         .




Brand equity plays an important role in the retailing content and it is comprised of three
dimensions-

      Brand association.
      Brand trust.
      Brand loyalty.

   Brand association is reflected in the positive image of a brand in the retailers
   perception related to their needs and wants. This leads to a positive feeling towards
   that brand which is the trust a retailer holds in a manufacturer’s brand. As the result
   of a strong brand retailers commit to a long term business relationship with the brand
   manufacturer.


   Two of these three dimensions of retailer based brand equity are positively and
   significantly related to the brand performance at the retail outlets.

          Manufacturer support.
          Advertisement.
          Sales promotion.
          Trade promotion.

       Elements of retail based brand equity.
                  1. Branded a whole retailer store, it’s each and
                  every department, all kinds of service or product.
                  In this purpose create a brand hierarchy.
                  2. Frequently communication and demonstration
                  enhance manufacturer brand equity.
                  3. Added value in the product selection,
                  purchasing of delivery and establish brand equity
                  by properly monitoring individual department all
                  classes of product and the whole store.
                  4. Enhance experience of multichannel shopping.
                  5. Some times we that many retailers over brand
                  their product it should be eliminated because it
                  exaggerates of any product and it will not create a
                  good result.


                                                                             Additional
                                                                             guidelines
                                                                             for retailers


Small business

Early branding of a small or emerging company is key to business success. It is
the quickest way for your company to express what it is and what it can offer. Foe
start ups and small business branding can often take a backseat to other
considerations such as funding and product development.

Most small business owners are confused with the term brand. You may think that
only big corporations obsess themselves with branding. That is because even
small business can find them with a strong brand name that will surely achieve
great things for the company. However small business branding can be as
complicated as creating a tagline or perhaps a logo. A small business brand should
be about every thing that the business has done or is currently doing.


Branding tips for small business-

Building brand for a small business is a challenge because of their limited
resources and budgets. Unlike major brands that often have more resource at their
disposal, small business usually don’t have the luxury make mistakes and must
design and implement marketing programs much more carefully. Here are some
tips you can use to grow your brand with your customers.
1. The design of your logo really doesn’t matter. Would you choose MSN as your
   search engine over Goggle because of their logo? No, having a nice professional
   logo is great, but it very rarely increases sales. I’m all for a professional logo, but
   don’t think you need to spend a fortune on it. It’s more important to include your
   logo on every piece of communication. Put it on business cards, letterhead,
   envelopes, invoices, yellow page ads, building signage, newsletters, etc…
2. Have a professional website. It’s not just good enough to just have a website,
   you must reflect your brand image. If you’re known as a top notch photographer,
   the last thing you want is a website designed 10 years ago. It doesn’t reflect well
   on you. Everyone, yes everyone, uses the web today to check references. If
   someone recommends your service, you can almost guarantee that they will go
   online to look for you. Your website design should be updated at least every two
   years to stay current.
3. Blogs are good. Blogs help your business on multiple levels. First off, valuable
   content on a consistent basis will make you look like an expert. People are
   looking for experts, not apprentices. The software that powers blogs has multiple
   advantages. It’s very easy to publish. It’s a database driven environment where
   style is separate from content so you will not need to go back to your web design
   agency for every little change. And use of tags and sitemaps make basic search
   engine optimization easy. But the real reason blogs are great is that they enable
   conversation. Two-way dialog is much more valuable than a company that just
   dumps messaging and collateral on their customers.
4. Blogs are good, but they’re just one tool. A blog should not be your sole
   marketing strategy. You should have a comprehensive multi-touch marketing plan
   to get your value proposition in front of your target audience. This can take many
   forms. You can launch a direct mail campaign, email campaign, host a seminar,
   sponsor a local event, attend a trade show, attend networking events, cold call
   prospects, win awards, etc… There are a thousand different ways for you to be
   noticed. You have to find the best combination of methods for your strategic
   goals. Data shows that people need to be exposed to a brand at least seven times
   before they buy. If you simply do one touch and stop, you’re wasting valuable
   budget dollars and probably wondering why your efforts are not successful.
5. Prepare a one page corporate overview. This one pager will be vital as a leave
   behind when you meet a prospect. Use short sentences in short paragraphs –
   people like to read quickly. Also make it very conversational; it’s not a white
   paper. Your one page overview should include your value proposition, target
   audience benefits, previous audience experience and a mini-case study – and
   don’t forget your contact information.
6. Participate in local business events. And by participate, I mean be on a
   committee. Just showing up at events is great, but you’re just a face in the crowd.
   Ask to be on one of the committees. Believe it or not, it’s as simple as just asking
   most of time. Groups are looking for volunteer help and it’s a great way to elevate
   your status and visibility among the entire organization.
   7. Do what you say you’re going to do. I know it may sound like common sense,
       but one of the primary drivers of brand loyalty is a consistent experience. If you
       say you’re going to have the photographs ready on a set day, be sure they are
       ready. Nothing leaves a bad taste in someone’s mouth like missed expectations.
       Positive experiences lead to good feelings which lead to telling their friends. But
       don’t forget that bad experiences spread much faster and are harder to overcome –
       if you get a chance at all.
   8. Stand for something. People latch on to something they can understand and
       appreciate. If you’re trying to be everything to everybody, chances are you’ll
       attract no one. If you think it’s too controversial to choose a niche, remember the
       power of being seen as an expert. Experts are not good at everything; they’re
       awesome at one thing. This allows you to better position yourself and charge
       more for your services. People seek out experts, not generalists.
   9. Realize that you’re not in control of your brand. That’s right; you only set the
       direction for your brand. Your actual brand image is determined by your
       audience. You can use these tips to ensure alignment between your desired brand
       image and your actual brand image in the minds of your customers. Branding isn’t
       a one shot deal; it’s an on-going juggling act of marketing, research and
       conversation. If you’re not tapping into those conversations with your audience,
       how do you know what their real impression of you is? How will you know how
       to address it? Brand growth comes from alignment. You have to ensure that your
       actions, stationary, website and marketing efforts put out the right image. But you
       cannot stop there; those are pre-sales activities that get you noticed and hopefully
       bought. You also have to ensure that all actions and engagements during the sale
       and post-sale are positive and in line with your desired brand image. If your
       audience has a different view of you than you’d like, then you need help. And it’s
       probably best to bring in an outside perspective.
   10. BONUS TIP #10: Branding is as much about your people as anything else.
       Never forget that the best interactions come from one-on-one conversations
       between executives, employees, suppliers, and customers. Employees that want to
       help and do the best job possible go a long way.

Proper branding is critical to your long term success. A lot of people think of branding as
logo development. But in reality, branding is managing the thoughts and feelings of your
customers to ensure that you are what they desire. If your desired brand image isn’t
what’s in the minds of your target audience, you’ve got to figure out where the gaps are
and how to address them. And fixing those issues is hard work because the old adage still
rings true – the customers.
       Competing against a dominant brand

       Starting up a new business is a daunting prospect at the best of times but if your
       chosen sector is completely dominated by a few big brand players it can make
       your task appear even more difficult. Being a tiny fish in a huge competitive pond
       can be a frightening thing indeed.



 This should serve as an inspiration for any new business. However, while ambition is a
good quality for any start-up, that alone will not guarantee success. So what does a new
business need to do in order to become a big player in its market?

1. Concentrate on Your Unique Selling Points
what is it that makes your company stand out from the crowd? Decide what it is that
would make somebody choose you over a competitor and concentrate your marketing
strategy on these qualities.

2. Define Who You Are Targeting
this point is crucial to your business success. Who is your target customer? If you get this
wrong you risk wasting a lot of time and money targeting the wrong people with your
marketing efforts. The more narrow your niche, the easier it will be to give the relevant
people reasons to deal with you.

3. Don’t Sell Yourself Short
a new business should never undervalue the services it provides. Being small doesn’t
mean the quality of service you will providing is inferior, in fact in many cases small
businesses are able to offer a better service. It is also important to make sure your staff is
totally aware of the value of the services you provide so that they are able to sell your
services in the best possible way.

4. Don’t Try to Compete on Price
It is sometimes tempting for a new business to offer lower prices as a way to attract new
business. This can be a big mistake. Many customers will be savvy enough to realize that
paying a bit for your superior product will save them money in the long run. In addition
the price of a product or service puts a perception in the potential customer’s mind and
for many people cheap equates to inferior.

5. Concentrate on Customer Service
concentrating on providing a friendly customer service will set you apart from many of
your competitors. The disadvantage for many people of using a big company is the lack
of a personal touch. This is where smaller companies can exploit opportunities to build a
strong reputation for themselves.
6. Employ the Right People
whilst the early days of a brand new business will involve a lot of your own hard work,
there will come a point when you need to rely on other people. A good strategy in the
early days is to employ the best staff that you can afford and try your best keep them
motivated. Better staff will be better equipped to drive your new business forward.

7. Be Flexible
Larger companies tend to be slower to react than smaller companies as there is often a
long chain of command in larger organizations and your small business can use this to
their advantage. By reacting to changing circumstances more quickly you can steal
customers from your larger competitors by changing the business model to react to your
customer’s changing needs.

Go Against the Grain
thinking outside the box and challenging the norm can get your business noticed and
challenge your competitors as well as yourself. Just because most companies do
something a certain way doesn’t mean it is the right way. A great example of this is Easy
jet and their approach to airline ticket pricing which turned the entire industry on its
head.

9. Simplify Your Website
many lager companies have huge over-complicated websites which can be off putting for
many potential customers. This is another opportunity for you to get one over your larger
competitors by developing a website which is uncomplicated and easy to navigate. It will
also provide your business with a great marketing and promotion tool.

10. Act on Good Ideas
the difference between big brands and smaller companies is that larger companies are
often more able to make good ideas happen. Big companies do not have a monopoly on
good ideas however. With a bit of hard work and persistence, you can make turn your
ideas into a reality too.
1. A small business can be started at a very low cost and
on a part time basis.
2. It is also well suited to internal marketing.
3. Easier to respond to the market place quickly.
4. Independence is another advantage.
5. Small business owner have the satisfaction of making
the own decisions within the constraints imposed by
economic &other environmental factor.




                                                            Advantage
                                                            s of small
                                                            business
                                   1. Frequent cause of bankruptcy is
                                   undercapitalization.
                                   2. There is often a result of poor planning
                                   rather than economic condition.




Disadvantage of small
business




                        1. At first build strong Brands.
                        2. Carefully monitoring marketing activities for many other
                        organizations.
                        3. If any company builds strong brand awareness or brand
                        image then sign, symbol, logo should be integrated.
                        4. To enhance demand and capture attention consumer should
                        involve pull campaign and push campaign to design creative
                        brand.
                        5. Leverage as many secondary associations as possible.
                                                                                      Additional
                                                                                      guideline for
                                                                                      small business
Online
Online there is rarely such a separation but most companies still haven’t realized this. On
the internet the touchy freely brand experience immediately connects with the website. A
great online advertising campaign can crush a brand extremely quickly if the site doesn’t
deliver on the perception portrayed by the advertising campaign. Advertising & public
relations are the best tools for online brand positioning & internet brand management
online brand management creating an online brand identity & getting that internet brand
identity into the minds of customers require online brand positioning & online brand
management. Online branding decides the perception of targeted audience towards your
economic store.


There are some key strategies to build your brand online:

1. Undestanding the value.
2. Research your audience.
3. Give your brand a voice.
4. Balance your online media mix.
5. Plan your social media integration.
6. Build up your reputation online.
7. be true to your brand.
8. be relevant & engaging.
9. Provide branded interactive value.
10. Add brand relevant sponsored content to your web.
11. Use the real world to enhance your onsite brand.
                        1. When we build our brand then we should
                        consider some basic element of brand.
                        2. Each & every brand should have strong brand
                        identity.
                        3. Consumer pull should be generated.
                        4. If we can’t choose brand partnership then
                        brand will not succeed.
                        5. Enhance relationship marketing as long as
                        possible.




                                                                              Additional
                                                                              guidelines for
                                                                              online branding.




With the increasing internet penetration & increase in the number of citizens
Online branding is playing a very important role. Earlier when the web has not
evolved much, scope of online branding was limited. Now with Web 2.0, online
branding for any product has the potential to make or mar the brand. Many new
products which are launched generate a lot of buzz like Apple phone, Hollywood
movies, Games & others. Online Branding can be created with

Promotions: Special web only promotions can be conducted. Offline ads can be used
to direct users to the website for promotions. This helps in word of mouth
marketing (Viral marketing). Examples include Beverage companies like Pepsi, Coke
& others. They do web promotions & points can be gained with this.

Videos: With the you tube generation, videos can create a brand overnight. Videos which
spark an interest can go very well with the users. Videos of Lonely girl, Miss South
Carolina were a big hot on the net.
Photos: Photos of the products can be branded & uploaded in sites like Flicker,
Photo bucket & others.

Blogs: This is a very important tool for online branding. This provides a way for
the customers to communicate with the company. The CEO, VP & others can also blog
in the website. This will help develop a rapport with the customers. Sun
Microsystems has its own blog.

Forums: Participating in the product or service related forums helps gain rapport with the
users of the group. One infamous example for this is the head of a food company in the
US who participated in the forums & wrote to influence the share price of the companies.

Web 2.0: Sites like Dig, Reedit & others send a huge amount of traffic &
branding. However, it is difficult to promote commercial products in these sites.
May be Press Release, Product or service info & others can be dug for branding.
Top companies like IBM, Apple often get to the top page of these sites.

Other web 2.0 Tools: There are other Web 2.0 tools like micro logging, twitter,
mapping, mobile based tools, Go ogle earth & others which can be used for branding.
For ex: KFC's logo in US can be easily seen in Goggle earth & this is giving rise
to Sky ad optimization.

Website: Website itself can be used for branding. Proper design of the website
with good search engine optimization & PPC can help in branding. Examples include
AT & T.

RSS & Pod cast: Regular Pod casting can help company build a good brand value. RSS
can also help companies to connect with the users easily. Companies do pod casting with
the customers, heads of the depts. & others & the same can be located. This helps build a
good rapport with the customers.

								
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