The Effects of Brand Management (Global and Domestic) on the Internet - Research Paper Example

? The Effects of Brand Management (Global and Domestic) on the Internet Introduction Brand is often referred as a specific icon, design, or phrase that helps to identify and distinguish one product from another. Brand acts as an identity which is required for analyzing a particular product existing in the market. Brand is entirely different from product as the latter is purchased by consumers in order to satisfy their needs and demands. It also acts as a trademark which protects the specific organizational products from other competing products. Along with this, it also facilitates an organization to collect varied types of information about the product which might be further utilized for its innovation. Thus, brand helps in carrying the pledge about the numerous characteristics of the product of an organization (Stine, n.d.). Therefore, the process of improving the features of particular brand is referred to as brand management which focuses on augmenting various inventive aspects in the products in order to accomplish consumer desires. It is extremely essential as it facilitates the brand to enhance its quality and eminence among other apparent products in the market. Hence, the procedure of brand management improves the corporate image amplifying customer dependency. Thus, brand management becomes an essential part of marketing which contributes towards the total sales of an organization to a considerable extent (Neyn, 2008). This paper mainly attempts to highlight the importance and benefits of brand management for an organization. It also aims to identify the influence of brand management over internet services. Moreover, it intends to describe the impact of ethics over branding characteristics and communication techniques. This report also takes into account the impact of brand management of both local and international companies on Internet services. Literature Review According to Kapferer (2008), the activity of brand management is equally important for both domestic and global brands as the prime objective of every organization, whether operating nationally or internationally, is similar, i.e. to increase profit margin through sales. Hence, in order to fulfill this aim, every organization attempts to offer high concentration over the concept of branding of products. Branding also improves the position of a particular product thereby improving its sustainability in future times. Besides, in this era of modernization and industrialization, the process of brand management, both in case of domestic and global concept, has developed as quite easier being restructured. Majorly, this is due to emergence of Information Technology (IT) which has eased the process of marketing of the products and /or services. Moreover, introduction of IT enhanced the passion of the Internet which offered a considerable impact on brand management in today’s context (Kapferer, 2008). Hence, it can be affirmed that introduction of Internet services has not only augmented the brand portfolio of business concerns but has also alleviated the efficiency of a product both in domestic and global scenario. Riezebos, Rizebos, Kist, and Kootstra (2003) describe brand management as the process which offers a detailed perception about a particular brand of an enterprise. Brand management is an art of performing various research processes in order to introduce inventive features in the brand. The main objective behind this type of procedure is to offer innovative products along with modern facets and thus retain its position in this competitive market. In addition, with the help of branding, brand equity along with customer tastes and preferences can also be analyzed in an effective way. This facilitates in improving both the tangible and intangible aspects of a brand, which enhances its stability and consistency in the market. Thus, branding is mainly important in order to provide the message to the targeted customers regarding a particular brand. This would at large enhance loyalty and help to establish an emotional relationship with its target customers. This can be possible only by providing differentiated as well as modern features to its customers, thereby persuading them towards their brands as compared to other products. It is a common activity, which is performed by both domestic and international brands in order to augment the reputation and uniqueness of the organization (Riezebos, Rizebos, Kist, & Kootstra, 2003). Besides, it became much easier in this recent age of IT due to high enthusiasm of electronic media in the business environment. Thus, all the activities of branding of a specific product through Internet sources need to be significant and ethical in order to enhance customer satisfaction (Riezebos, Rizebos, Kist, & Kootstra, 2003). The concept of Internet brand management became extremely popular both in native and international organizations due to its varied benefits. As was stated by Neyn (2008), Internet brand management helps to offer a different perspective of a brand through social media, which comprises a web-oriented and itinerant technology to transmit varied information in an interactive way all around the globe. Thus, with the help of various social networking sites, customer feedbacks and responses can be attained with regards to the services quality which can prove quite advantageous for an organization to measure its performance and, thus, plan its future actions (Neyn, 2008). This is because after hearing these reactions, the management can undergo numerous alterations in the features of the products in order to gratify consumer requirements. Moreover, with the help of IT, both global as well as domestic industries can promote the features of its products, thereby enhancing the proficiency of the brand which can be regarded as another noteworthy aspect of IT (Kapferer, 2008). Thus, it can be avowed that Internet substantially helps to enhance the brand responsiveness along with its perceived distinctiveness which would increase the number of customers to a large extent. Apart from the above mentioned facts, there are varied other benefits of online branding management. Another significant factor for which online branding is preferred is due to low cost incurrence. It also helps in providing varied essential information such as price, colors and sizes of the products to its customers which enhances the personality of the brand as well. Moreover, with the help of online branding, organizations can introduce various inventive products in the global market which is quite likely to improve the total sales generated. In addition, with the help of online branding, any type of information can be accessed at any point of time, which is another significant factor to augment the efficacy of a brand (Shahri, 2011). In online branding, another considerable factor which needs high concentration is known as ethics (Kaiser & Lien, 2006). Ethics is referred to the moral regulations or principles which assists an organization in deciding the accurate course of action. Business ethics can also be defined as the critical and planned assessment of individual and institutional performances in today’s competitive world of commerce (Shahri, 2011). It is also a type of professional ethics that helps in evaluating the ethical principles or ethical problems that arises in the environment of an organization. It helps to perform all the business operations in an ethical way in order to maintain transparency and lucidity in the business rewarding its sustainable growth (Fan, 2005). It is due to the virtues of ethics that consciousness along with the distinctiveness of a brand enhances in the market among other rivals. It clearly reveals that an organizational ethics is directly linked with its marketing morals and strategies (Kaiser & Lien, 2006). Thus, it can be avowed that ethics refers to certain specific codes and principles that facilitates in governing the fundamental principles of an individual or an organization. In the similar context, Gustafson and Chabot (2007) state that branding is a part of marketing and so, it should also follow the ethical rules and guidelines. A brand is always analyzed both in terms of ethical as well as economic perspectives. An ethical brand does not offer any injurious or harmful ingredients which might create discrepancies among the customers, thereby offering negative impact on the trade operations of an organization. Along with this, an ethical brand also offers exact price and features in order to improve customer trust and dependency. Thus, proper branding information in the Internet helps in enhancing the market share and goodwill of the brand to a considerable extent (Gustafson & Chabot, 2007). Thus, ethical branding helps in amplifying the Unique Selling Propositions (USP) of a brand through the Internet, which provides a specific uniqueness to its products among other competitors reducing the business threats (Fan, 2005). Hence, it can be depicted that not only an individual but also a business enterprise should follow the rules and laws of ethics while branding online, as it helps to intensify future prospects. The process of branding is also essential for global organizations as compared to domestic companies. Brand management is more vital for the intercontinental enterprise as it is the only way by which a specific brand can offer an unswerving and compelling message to its target customers. Global brand management helps in understanding the pros and cons of diverse markets in order to attain a clear idea about the opportunities and the underlying threats. Moreover, brand expression and promotional techniques also provides insights about the macro environmental factors of the global market (Gustafson & Chabot, 2007). These virtues of brand management can be obtained with the help of online media. In addition, global brand management also provides varied information about the policies and strategies of the potential players of the market, which facilitates in designing corporate tactics. Corporate identity strategy also enhances the decisions of rejuvenation and brand extensions which would improve the rationalization of the portfolio in global market as well (Riezebos, Rizebos, Kist, & Kootstra, 2003). Hence, global brand management is utilized in order to prepare an appropriate and ethical corporate policy which would prove beneficial for the brand in its long run. Thus, corporate or business strategy helps in augmenting both internal and peripheral factors of a particular brand such as brand personality along with brand status and affinity (Gustafson & Chabot, 2007). Brand management or branding is directly related with a brand. A brand is type of visual, poignant, rational, and artistic image which is associated with an organization or its product. For example, the very thought of the name McDonald’s flashes the image of a big ‘M’. The image acts as the catalyst in recalling the name of a brand. A brand does not comprise a logo, image, promotion or slogan, but it is the reputation or the character of an explicit brand. Moreover, a logo acts as the trademark of a product for millions of workers, vendors, correspondents, communities, and consumers (Fan, 2005). Thus, a good brand logo acts as one of the significant marketing and branding techniques which is quite likely to increase with the effect of IT (Fan, 2005). Moreover, a well-designed symbol signifies sincerity and earnestness towards business objectives fulfilling customer necessities. Apart from these, a strong brand logo enhances the confidence level of the customers which helps in improving the visibility of the products (Kaiser & Lien, 2006). Furthermore, the logo of a brand also helps to enhance credibility, clarity and constancy of the particular product which clearly portrays the vision and mission of an organization. Thus, it can be revealed that introduction of internet has eased the problems associated with promotions in case of both local and international brands (Fan, 2005). Findings Brand management is useful in increasing the organizational strengths by mitigating the weaknesses along with the threats of new entrants faced by a particular organization. As a result, it would also minimize the coercion of substitute products, which might diminish the switching cost of the buyers and thus prove highly beneficial for any organization. From the above discussion, it can be described that in this world of competitiveness and global disorder, the entire universe is interconnected with the help of intricate web of intercontinental networks. Thus, the Internet acts as a significant medium which enables individuals as well as organizations to converse and interact with one another irrespective of their physical immediacy. Furthermore, due to rapid pace of globalization, obsession of internet has also increased substantially. As a result, internet became a significant source of promotion for the organizations operating in both local and overseas markets. In addition, presence of varied search engines have also improved the opportunities of branding in the global scenario, thereby expanding the chances of growth and development. Due to high enhancement of global brand management, preparations of tactical and well-designed strategies are also very essential in order to sustain in the long term. Besides, in order to preserve the position, ethical customs and laws should be followed by the management at the time of planning. This might prove helpful for the organization to increase its range of customers along with its responsiveness. As a result, the exclusivity of a specific brand logo improves to a greater extent, which is also quite significant for an organization. Hence, it can be avowed that brand management in recent years has offered considerable impact on Internet sources as compared to the traditionally implemented physical methods. Therefore, it can be comprehended that in recent years, promotion of brands in both local and international scenario is extensively done through internet which has proved beneficial for the organization offering a significant impact on internet. Conclusion Conclusively, it can be affirmed that brand management is quite essential for an organization to offer high concentration and dedication while evaluating the varied aspects of branding. This is because it is the brand which would represent the organization globally in front of the customer acting as a base for product awareness. It is because a brand entirely symbolizes the potential objectives, which helps an organization in its further expansion of market share. Thus, the techniques and policies utilized for branding should be appropriate and logical, which would help in magnetizing the attention of customers, thereby increasing the total sales of the organization. In addition, the corporate strategies also help in providing a distinct position along with differentiation of a corporation from its rivals creating a positive impact on the competitive brand advantages. Hence, the management of an organization should always attempt to increase the value-added features of a brand in order to increase its dominance among other opponents (“Beyond Branding,” 2003). Consequently, in recent times, the Internet is more extensively utilized for the purpose of brand management. Previously, the Internet was utilized only for technical purposes, but in modern times, it is a prime source of information for any business organization. In addition, it is also utilized for commercial purposes in order to improve the promotional methods. In the recent era, e-media is one of the important sources of advertising rather than other physical methods as it helps to reach more customers in a short span of time. Thus, from the above description, it can be revealed that the Internet offers a string impact on brand management. References Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31. American Red Cross, (2009). Brand standards. Retrieved from http://www.dekalbredcross.org/pdf/brand_standards.pdf Beyond Branding. (2003). Global and local brand management. Retrieved from http://beyond-branding.com/Globalin.pdf Fan, Y. (2005). Ethical branding and corporate reputation. Corporate Communications: An International Journal, 10(4), 341-350. Gustafson, T., & Chabot, B. (2007). Brand awareness. Retrieved from http://www.nnyagdev.org/maplefactsheets/CMB%20105%20Brand%20Awareness.pdf Kapferer, J. N. (2008). The new strategic brand management. Retrieved from http://www.sms.org.ir/portal/files/articles/ebooks/Strategic_Brand_Management.pdf Kaiser, M., & Lien, M. (2006). Ethics and the politics of food: Preprints of the 6th congress of the European society for agricultural and food ethics. Netherlands: Wageningen Academic Pub. Landa, R. (2006). Designing brand experiences. US: Cengage Learning. Neyn, 2008. Brand management. Retrieved from http://sh.raffles.edu.cn/uploads/soft/pdf/lexus.pdf Riezebos, R., Rizebos, H. J., Kist, B., & Kootstra, G. (2003). Brand management: A theoretical and practical approach. US: Financial Times Prentice Hall. Shahri, M. A. (2011). The effectiveness of corporate branding strategy in multi-business companies. Australian Journal of Business and Management Research, 1(6), 51-59. Stine, G. (n.d.). The nine principles of branding. Retrieved from http://www.polaris-inc.com/assets/pdfs/9_principles_of_branding.pdf Read More