Building Successful Brands - Case Study Example

A company must invest in branding of their products and services to have an attraction to customers, which will consequently increase the sales. Primarily, the products of a company should not be poor and have great branding since the branding of poor products will realize losses for the company (Schatte, 2009, p.25). However, companies that do the best of branding also face obstacles in the global market. The main challenge is competition from other companies since every company tries to be the best in the market.

This scenario makes companies be always on the rush to innovate better and greater branding skills to overcome competition from rivals in the market (Okonkwo, 2007, p10). There are always cultures that people associate with relating to global brands. Consumers have a tendency to stick to commodities that have particular qualities and models. There are dimensions that research shows, which consumers use in the buying of products from different transnational companies (Wimmers, 2009, p.45).  The first dimension is quality signal, where consumers buy the products of the transnational company that emerges a victor in the competition of branding.

The companies that manufacture the best quality of goods and services get the highest number of customers. It implies that the companies that manage to produce commodities of the best quality and have the most captivating branding aspect fetch the largest number of consumers in the global market. The best example is Coca Cola Company, which has stood the pressure of competition from other companies over time since the products are of high quality and the branding is excellent.  The average price for products and services that meet the global brand are always expensive (Shallow, 2009, p.16). However, the price is fair since the quality of the products and services is always high and impresses the consumer.

The branding of a commodity can help it sell or not sell in foreign markets. It means that the products with quality branding have a wider market than the poorly branded products that only sell in the local markets. The second dimension is the global myth, where consumers use a particular product to create an image culturally (Mooij, 2010, p.14).  The consumers always seek identity in society and thus using the product earns them that identity. This is the reason some consumers use products that have a global brand to feel that they belong to the entire of the world.

Such goods consist of clothes labels like Gucci, Prada and Louis Vuitton (Glynn & Woodside, 2009, p.22). The third dimension that people use to buy products with a global brand is social responsibility. Consumers believe that products and services can serve to create a morals impression in society. This makes consumers buy certain brands of commodities since they believe that society will realize the benefit that comes with that specific product (Haig, 2011, p.27).