Branding Strategy - Global Gadgets Imports - Essay Example

This paper briefly analyses the brand strategies concerning the given case study of Global Gadgets Imports (GGI).

Apple is currently the most reputed and valued technological brand in the world according to Kim (2010). Moreover, in market capitalization, Apple has already surpassed even Microsoft and is currently ranked second in the world just behind Exxon Mobile (Kim 2010). Apple products are selling rapidly all over the world because of the huge brand value of Apple Company. Brand images construct some symbols in the minds of the customers which help the product manufacturers to market their products more efficiently. For example, iPhone, the touch screen phone from Apple has revolutionized the mobile communication world. Consumers who purchased the iPhone were immensely satisfied because of the quality of the product. The belief that Apple delivers more than what they promise was true in the case of the iPhone also. Branding should be unique and attractive to catch the attraction of customers. Logos or trademarks are important in developing a brand. Logos must reflect the theme of the product we are going to develop. Apple’s logo given below is one best examples of how well a company can develop its brand through logos.

The above logo is simple and it speaks for the Apple Company. It says nothing about Apple products; however, it is helping the consumers to recognize the name of the company. Once the name of the company is identified through the logo, customers will search for more things about the company and their products.

Low prices, superior quality, great advertising, stunning packaging, etc are part of brand development in the consumer electronics industry. All these strategies may develop a psychological attraction among customers towards a particular brand and Apple succeeds in developing such big brand awareness among the consumers. The consumer electronics market is overcrowded with millions of products which made the customer’s task more difficult in selecting a suitable product. In such circumstances, they will put their trust in brands rather than the products. Apple realized the above principle well and did everything possible to build its brand along with its products.

Global Gadgets Imports (GGI) is currently on the verge of a big expansion. Even though GGI started its operations on a small scale, now the company has ten additional stores in three state regions. The distribution channels of the company are growing and it is difficult for the company to sustain their growth if they fail to develop their brand. All the biggest companies in the world are still spending heavy amounts on brand building even though they are established in the market. Global Gadgets Imports (GGI) has no brand development strategies at present which should be corrected. GGI needs a well-defined logo through which the company can communicate so many things to the customers. Moreover, the company should spend some amount on advertising activities. Advertising through different channels like television, internet, print, etc can help the company immensely in building its brand. Sales promotions, sponsoring of sports events, etc are some other major brand-building strategies Global Gadgets Imports (GGI) can be tested.

Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors. Your brand is derived from who you are, who you want to be, and who people perceive you to be (Williams, 2009)

Currently, not many consumers are aware of the products and services offered by Global Gadgets Imports (GGI). Global Gadgets Imports can communicate with their customers only through their brand. Brand-building strategies will increase the value of GGI products and services. It helps the company to tell the consumers about the mission and vision of the company. Moreover, the features and benefits of using GGI products and services can be conveyed to consumers through brand building. Read More