From marketing to image, to branding Essay Example for Free

From marketing to image, to stigmatization Essay admissionMy presentation is based on branding as a crease tool for marketing. The presentation leave alone provide the concept of brand based on the strategies, importance, and influence of branding and to the consumers and towards the end provide a case study of McDonalds Company for the case study of branding. Firstly, hill (2002, p. 79) defined brand as a symbol or a refer that blood linees determination in order to identify their products and use them to separate from the competitors. He further argues that brand development forms a foundational piece of the clientele marketing parley industries cannot do without. Reasonably, speaking, there ar numerous brand types that may either represent a collective or personal brand. We must note that in the current globalization and technology driven world, branding has become increasingly significant than over the previous decades.My look for on business branding features the ingathering of science and psychology to form a premise mark as opposed to a trademark. The brands of the business convey the information of credibility, uniform quality, and experience of the business. Brands have life cycles, valuable and outlive the products. Today, numerous companies initiate the valuate of the business in their brand and it has appeared in their balance sheet. The world has become online and numerous markets are growing across nations that have seen the consumers use brands in their purchases.The importance of brands is, thereforeAssisting in the identification of the business. The business that uses branding can clearly be seen, quickly identify and sought after-products. branding allows time and push saving through practicality through loyalty and identical purchasing.The customer is guaranteed of finding the same quality regardless of time and place of buying the productBranding provides common self-image that is presentable to othersIt allows for satisfaction brought through casualness and familiarity with the brand that the consumers have using for years.Branding provides ethical standards in business due to satisfaction associate to the responsible brand behavior in its societal relationships.Branding StrategyThis refers that firms mix and match the name of their brand and the products they offer. The degree of synergy between the product brand and the corporate brand depends on the computer architecture of the brand (Hill 2002, p. 124). I found the following brand strategies as identified by scholarsCorporate and item-by-item brandingHouse of brand and brand house, including sub-brands and endorsed brandsWeak endorsement, no endorsement, strong endorsement, and medium endorsement.Delineated terce types of brand strategy, continuum monolithic strategy, branded strategy, and endorsed brand strategy.Endorsement brand strategy, token endorsement, and weak endorsement.Influence of Branding to Consumers and BusinessThe lega lly protected brands are significantly important in the modern marketing. Branding has some(prenominal) influences on the business and the customers. Firstly, branding brings psychological effect that affect the consumers by urging them to choose a specific product over the other based on perception rather than hard facts. I read from the work of Hill (2002, p. 143) that indicated that brands can automatically activate the goals of purchase in individuals without conscious or awareness intent. Likewise, Hill (2002, p. 143) further writes that brands offer promise of performance by the business by guarantee the customers of the quality, safety, and other ethical obligations of the product. Further, it is indicated that the socio-culturally based brands present the role of brands through research. Brand satisfaction is a grievous reason for a customer to choose a specific product over the other. courting reading of McDonalds Branding SuccessThe case study I used was a well-known p erseverance across the globe. With the globalization era, currently it is easier for brands to show their presence globally in various cultures. Reading from Hill (2002), business operation in a foreign cultural atmosphere comes with changes in the strategies of the business, advertising, functioning and branding campaign. A case study of the McDonalds different marketing strategies can best exemplify the global marketing strategy.The go with originated in the U.S. in 1940 as a street restaurant and currently serves in 199 countries across the globe. According to Kulkarni, Lassar, Sridhar and Venkitachalam (2009, p. 12) the companys brand is supported by a highly productive brand campaigns. In each of all the branding campaigns of the McDonalds Company, it has prioritized on social values of the fag audience that has made functioning as a resilient possible. The comparison of the branding campaign in two completely economically and culturally diverse countries, India and Australi a, shows the companys effective resilience.My investigations reveal that the company ventured in India in 1996 and in Australia in 1971, but there exists a considerable gap in chronology. It is understood that the company adopted the dissimilar marketing strategies using similar brand values that were quality, service, cleanliness and value (QSC V). Using this strategy, the company excelled in both the markets in a way that the societies never thought that it was an American brand. The reasons for brand success of the case study company were, perhaps, numerous (Encyclopedia of global brands 2013, p. 677). However, excellent market research tops the list.The ever-growing process of market research has assisted the marketers to analyze the environment of marketing and define the marketing strategies and product-market fit. Through market research, Light, Kiddon, Till, Heckler, Mathews, Wacker, Brunner, Emery and Hall, (2012, p. 67), writes the company realized the obligation to invol ve in the local culture. Social marketing, harmonise to McDonalds (2013, p. 221) assisted the company develop the socially accepted product and satisfies the customer needs repair than that of the competitors. Currently, the company runs 780 outlets in Australia and 300 outlets in India. Therefore, the best achievement of the company is through its branding that successfully transformed itself into the local image and fulfilled the brand promises. The people believed in QSC V that was fulfilled and the TV campaigns often focused on customer relationships.ReferencesEncyclopedia of Global Brands. (2013). vol. 2, K-Z, 2nd edn, St. James Press, pp. 675-680Hill, C. W. L. (2002). International business competing in the global marketplace. New York, McGraw-Hill Irwin.KonecNik Ruzzier, M., Ruzzier, M. (2007). From marketing to image, to branding. IV Seminari Internacional DInnovacio I Turisme Turisme Branding La Clau Per Al Desenvolupament Turistic, Palma De Mallorca, 26, 27 I 28 Setem bre 2007.Kulkarni, S, Lassar W, Sridhar C Venkitachalam A. (2009). McDonalds OngoingMarketing Challenges and Social Perception in India, Online Journal of InternationalCase Analysis, vol. 1, Issue 2, last viewed 23 Sept 2013,http//ojica.fiu.edu/index.php/ojica_journal/article/view/19/1811.Light, L., Kiddon, J., Till, B., Heckler, D., Mathews, R., Wacker, W., Brunner, R., Emery, S., Hall, R. (2012). Branding strategies for success. Upper excite River, NJ, FT Press. http//proquest.safaribooksonline.com/?fpi=9780133039030.