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Branding (advertising) - Essay Example

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Branding and International Advertising Branding is more qualitative rather than quantitative. It could be a sign, a symbol, term, design or name or a combination of them that is intended to distinguish the goods of one manufacturer from those of another manufacturer…
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Branding (advertising)

Download file to see previous pages... For branding to be efficacious, the wants and the needs of the consumer have to be kept in mind (AAKER, 1993, p. 32). There is a variety of objectives achieved via branding: motivation of the buyer, user loyalty is concreted, credibility is confirmed, the message is delivered clearly, and the target forecasts are connected emotionally. In marketing communication, it is referred to as a foundational piece. The goal for branding is to attain the long-term competitive advantage hence it is both a marketing and financial concept. It is more of a qualitative term rather than the thought of it as being related to the product thus it is immaterial. It is an idea that is altering and translates the tangible to something that is of value. The old notion of marketing involving the product has been outdone by the fact that the brand name has taken over the market. Basically, marketing relies on the brand name. The brand name wins over the loyalty of customers in a market. An illustration: customers who are loyal to products from Unilever are deemed to buy any product as long as the manufacturer is Unilever. This is showed the extent to which the brand name has the effect on the customers and in the marketing sector. Research has it that brand is more than a logo or a name, but it is the relationship with a customer. A brand name conveys a variety of ideas, possibly: a thought, emotion, mind, heart, feeling, a phrase, or a word. This depends on what is to be communicated to the customers (Dunn, 2004, p. 10). The mind and the heart of a customer gets what the marketers want them to get via the branding name. People may buy brands based on image, awareness, knowledge, experience, trust, perception, feelings, and the perceived quality. International advertising involves conveying the message to target audiences in different countries. Audiences of target differ from country to another depending on their response to emotional appeals or humors, interpretation and perception of signs and symbols, the language spoken and the literacy levels too. The organization of the advertising function varies with a firm. Multinational firms have advertising decisions and budgets centralized and use similar or a limited number of advertising agencies worldwide. Decentralization of budgets and placed in the hands of local subsidiaries is practiced and hence a wide use of local advertising agencies. International advertising is a communication process carried out in many cultures that differ in communication styles, consumption patterns, and values. It is a business activity that involves advertising agencies, and advertisers who create advertisements and buy media in different countries (WANG, 2008, p.65). Marketing and advertising are about the consumer rather than the producer. Therefore before, any advertising or marketing plan is implemented, the focus should be on the consumer’s interests. The gap between the two logics is being bridged by the market research; nevertheless its excellence depends on the ability that the producer will think in terms of customer. Branding has affected international advertising in a great way as stated by proponents of the Levitt theory, “developing powerful advertising that crosses international borders, cutting across all lines of values, culture, customs, race, religion, mores, and nationality (Mooij, 1994, p. 24).The ...Download file to see next pagesRead More
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