Holistic Brand Positioning of NB Entrust - Essay Example

Lecturer: Corse: Holistic Brand Positioning of NB Entrust Company overview NB Entrust is a privately owned business enterprise, which offers UK business property management services for large investment portfolios. The company manages about 12, 500 tenants within 600 properties. It manages lease, upgrades building and collects rent services. NB Entrust was established in 1990 in UK but by it started operating as a subsidiary of NB Real Estate Company. However, the company currently operates more than 600 NB managed buildings, and it has a premium branded facilities management services. These combines proven expertise, tailored packages and bulk purchasing power with tailored packages vital for enhancing the business property value to both investors and occupiers. Many systems of NB Entrust have been developed from company services, as well as, adapted them from property management services. They refer tenants as clients and this is a significant aspect of the company philosophy. The company internally manages the delivery of varied property services and facilitates effective management integrator. The company outsources delivery of direct services to varied specialist providers in significant areas including landscaping, electrical services, security and cleaning. The company currently has nine principal supplier partners and they intend to expand them to more than 20 diverse companies. The revenues for the year 2007, was approximated 6.2 million dollars for the group companies, where by NB Entrust contributed to 18.9 percent. Thus, the company owner, Nelson Bake well has made significant efforts; thus, the company facility management services have now improved in terms of performance level. Holistic Brand Positioning of NB Entrust Branding theory is an effective approach for conveying and enabling customers to understand products and services available in the market. In the contemporary business environment, which is characterized by high competition, companies have made significant efforts by implementing effective marketing strategies vital for achieving their business goals successfully. Before employing branding strategy, companies should understand the strategic and detailed approach effective with a clear aim of meeting the desired needs of their customers (Burton 31). Trust is among the companies that have attempted to employ branding theory as an effective model for communicating about the management facilities they offer to their clients in the market. Dann and Susan (71) argue that brand positioning is an effective strategy that contributes to increased sales; hence driving business growth. NB Entrust employs varied business strategies effective for creating value to customers. Therefore, the holistic brand positioning focuses on brand details, and also evaluates these strategies based on the concerning levels, as well as, constraints, which offer a basis for recommendations. Culture Culture is one of the effective aspects that should be taken into consideration before implementing a branding strategy for a property brand. This is because culture may impact severely business performance in case it is not taken into considerations effectively (Bearden, Richard and Kelly 45). The organizational culture consists of varied aspects including the assumptions that the group has invented such as values, relationship with clients and many others; enabling the corporation to learn or cope up with problems within the internal and external environment. NB Entrust understand the significant of building property brands and they also understand that implementing a brand, which suits best in the cultural environment is effective. Relationship with NB Real Estate NB Entrust has attempted to maintain their relationship with NB Real Estate. Although the establishment of NB Entrust contributed to separation of the two companies, they have made significant attempt to work together in the new estate. Branding deals with two significant elements of delivering performance and establishing a relationship with the targeted audience; thus, NB Entrust should balance their relationship within the internal and external environment effectively. For instance, NB Real Estate Company makes contracts and offer management services to their clients on behalf of NB Entrust; with an idea that they are both valuable professionals working together; thus contributing to success of both companies. Values Organizational values are different from the vision and mission of the company; but rather features that define organization, employees and products (Hutt and Thomas 91). For instance, NB Entrust attempts to offer brand product and services, which are worth, and sets reasonable prices for their services they deliver to their customers. Although the company does not have clear set of values, they borrow ideas and other values from NB Real Estate. However, these values do not relate to their vision of delivering valuable customer services or creation of values to their clients. Constraints Product or Service Design Product or service design helps the business to connect strongly with their clients; thus contributing to rapid business growth. According to (Glynn and Arch 39) design reduces costs through making the process more efficiently and it can also reduce time for brand marketing of new services. Moreover coherent and consistency designs contribute to easy recognition and memorizing of the product or service, and these are among the primary motives of brand identity management. NB Entrust employs a design strategy of brand logo, which is borrowed from NB Real Estate. Logo The word entrust fits the brand logo because it conveys a significant message to the clients that they will take care of their properties. The NB Entrusts is derived from the NB Real Estate logo; thus a clear picture that there is significant connection and recognition of the two brands. Constraints Although identity of the logo can be maintained, there is no real concern because the design issues are highly subjective, unless everyone signs the agreement form to support the company logo. Consumer Behavior Understanding consumer behaviors in the market is one way of delivering effective brand promise. Mooij and Marieke (92) argue that marketers should understand the psychological behaviors of customers in the market before introducing a brand product or service in the market. Consumer behaviors is crucial because it ties with brand communication; hence vital in the business environment. The success of NB Entrust lies with the success of people; thus, offering effective training program and carrying out effective marketing research will enable the company to deliver effective brand services in the market. Training is crucial because it would not only shape employees’ behaviors or alter organization behaviors, but also improve the consumer behaviors or attitudes towards the brand positioning strategy. Constraints Understanding the psychological behaviors of consumer and behavior of employees in a company is a task. Therefore, NB Entrusts should offer ideal training programs and carry adequate marketing research in order to keep their employee at the right track, as well as, improve the marketing philosophy of understanding the psychology of their clients. Market and Customers Company employ market strategies that are based on the notion that responding to the market needs and designing or redesigning products or services to fit the market guarantee success (Hedman and Kalling 52). NB need to devote more of their resources in marketing research in order to find out what the market wants, be able to quickly and easily change their brand to maximize profits. Successful business depends on good market research and creation of good customer relations, as well as, creation of significant brand (Goldman 61). This will enable the company to achieve a competitive advantage in the global competitive market. NB Entrust competes in a relational matrix, which involves three parties. The parties are employed by landlord through an agreement made for collecting rent, delivering services or tenants on their behalf. The landlord is the one who access to the management funds and the tenant is the end users who experience the service. The last party is the suppliers who deliver the services and they are also considered as competitions when the serve other managed building other that NB Entrust. Landlords/clients This is the owner of the estate who takes the interest and get involved in the smooth operation of the business in a manner that satisfy the tenants. The decision of the customer to occupy a property is usually made by the landlords on the payment terms, location and the building quality. The NB Entrusts major domain is over the quality of the building on behalf of the owner of the building. However, the customers’ only demand is quality services, transparency and value for money and predictability in the environment. Different customers have different understanding towards property that satisfies their needs. Therefore, Entrust acknowledges this through offering customized services that meets the need of each customer effectively. Communications Brand communication is effective; thus accompany should employ unique visions, superior products, strong management and effective distribution channels to convey the core message, which is the central benefit of the brand to their targeted audience. Cole (63) argues that communication is the central aspect for human behaviors in connecting clients and creating effective relationships. Therefore, when communicating about brand message, there is need to take into considerations audience accessibility, responsiveness and consistency. Product brand accessibility should take into considerations productivity availability in varied areas for convenience, time saving and speedy service (Pasquier and Jean-Patrick 102). However, for service branding, the dimension of accessibility should take into considerations economic and managerial conditions. The senior management of the company maintains consistency in communication and this is vital because it has enabled the company to create good relations with employees and client across their business. Khalil (51) argues that it is crucial to communicate within the internal organization before passing information to the audience or external sources. The message should be consistent across all this levels and maintaining trust is crucial in creating a successful business environment. Thus, effective communication should flow efficiently across the organization; hence, the internal and external strategies in communication process should be effective. Internal Strategies The company makes communications internally by use of newsletters and road show, which are organized by the management team. The monthly online newsletter known as ‘Company Shout’ is distributed to people. The newsletter consists of business information updates and the road shows have received positive feedback, which have helped the company to interact face to face to diverse people. Moreover, the company has made efforts of establishing an IT infrastructure that can enable everyone to access to their services effectively. External Strategies The company lack external marketing strategies to promote their services. Still, the company website is under progress and it is not yet in use. It is only the landlord and clients who chose facilities management activities offered by the company; thus new business hurls market directly to prospect clients. Recommendations The holistic brand positioning approach sets forth a brand assessment of NB Entrust and envisages the factors that add to the customer knowledge. This will act as an integrated set of propositions that can be reinforced in the contemporary business environment and also expanded into other markets. First, there is a need for the company to expand their business to external places including the parts of Europe and other varied regions. NB Entrusts has only strengthened their brand internally; thus, it is recommendable to encourage them to expand their business to other parts of the globe. There is a huge potential benefits in case the company extend their business to Europe. Secondly, there is a need for increased research activities and training programs in order to improve the skills of employees; thus enabling them to deliverer effective services in the organization. Moreover, there is a need for future research to be carried out and investigate the company in order to determine the way they are performing business activities. NB Entrust is surrounded by varied issues; thus, the company should address those hindering aspects to effective business performance; thus improving the performance level of the business. Conclusion In conclusion, the research project provided an overview of NB Entrust and the role that the company plays, which includes offering UK business property management services for large investment portfolios. The project concentrated on the holistic brand positioning of NB Entrust in details, and also evaluated these strategies based on the concerning levels, as well as, constraints, which offered a basis for recommendations. These holistic brand-positioning strategies included communication, which is the central benefit of the brand to the targeted audience. Under communication, the researcher focused on both internal and external strategies effective in communicating about the brand availability or accessibility in the market. The project also focused on other strategies including cultural aspects, consumer behaviors, product or service design, market and consumers. Some constraints were included to some significant strategies employed. 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