Proper Branding for an Organization - Essay Example

Branding Executive summary This essay mainly highlights the importance of proper branding for an organization or a product line. This is essential inorder to target the accurate customers and to amplify its image and prosperity in the market among others. Moreover, due to improper branding, not only the reputation but also the position of the organization or brand might get reduced. Due to which, its popularity and equity might get declined as presented in the project. Hence, it might be clearly depicted that in order to retain the sustainability and ranking in the market, appropriate branding and promotion is extremely essential. Table of Contents Table of Contents 3 Introduction 4 Brief overview of the tourism of Turkey and Nigeria 4 Some popular destinations 4 Blue flag beaches 4 Santralistanbul Art gallery of Turkey 4 Nekede Zoo 5 National Museum of Nigeria 5 Discussion 6 Describe the positioning of Santralistanbul of Turkey and National museum of Nigeria 6 Comparison of positioning among the tourism websites Turkey and Nigeria 8 Individual Report 10 Feedback of the report 10 Discuss the Issues faced by the country of Turkey and Nigerian online websites 11 Conclusion 12 References 14 Bibliography 15 Appendices 16 Introduction Brief overview of the tourism of Turkey and Nigeria In this age, tourism is the most flourishing industry among many others. This is mainly due to its high-ended promotions and advertisements, featuring all the characteristics and attractiveness of the popular places of the regions. This is done in order to fascinate a wide range of customers or visitors towards these places thereby amplifying its craze and brand value in the entire globe among other tourist destinations. Similar strategy is utilised by the countries of Turkey and Nigeria. Both the countries tried to highlight the features of their popular spots such as Santralistanbul art gallery, blue flag beaches, blue voyage routes, coastline of Turkey, Nekede Zoo, Freedom Park, Yankari game reserve, Matsirga waterfalls etc. Due to the presence of these above mentioned destinations, the range of popularity of these countries enhanced to a significant extent that amplified its CAGR by 19 percent in the recent years. As a result, the economic condition and gross domestic product of these countries increased thereby amplifying its image and dominance among others. Some popular destinations Blue flag beaches Turkey comprises of approximately 383 beaches and 21 marinas that are all recognised as Blue Flag. This is because; these beaches are extremely safe, clean and hygienic for the visitors or tourists and so they are recognised as Blue Flag. Santralistanbul Art gallery of Turkey The art gallery of Santralistanbul is one of the most reputed and popular art galleries of Turkey. It is developed in the year 2007, comprising of a modern art museum, energy museums, public library well as concert halls. Other than this, it is a multifaceted institution including varied types of contemporary pieces of art and paintings of Turkish artists. Due to which, it attracts a wide range of visitors of varying age groups and cultures towards this art gallery or museum of Turkey. Along with this, it also comprises of a power plant that makes use of the energy resources like information, education and culture. The prime aim of this institution is to present the joyful experience of museum, along with different types of information on various facts that may enhance the inner skills and talents. As a result, not only the kids but also tourists of varied life style and income groups visit this institution that enhances its image and reputation in the market among many others tourist places. Not only had this due to improvement of the number of tourists, the rate of prosperity and equity of the institution of Santralistanbul increased to a significant extent (Santralistanbul, 2014). In addition, in order to enhance its popularity and brand value in the globe, the country of Turkey also introduced tried to promote its features in varied social media sites such as face book, twitter, Google+ etc. This is done to present images and information about its popular destinations in order to fascinate numerous tourists from varied regions so as to amplify the reputation of the dominance in the entire globe. Nekede Zoo It is also another reputed tourist destination of Nigeria. It comprises of numerous wildlife such as monkeys, lions, ostrich, python, kangaroo and many others. It is fully equipped with garden and numerous tall trees so as to present a finest feeling to its visitors. National Museum of Nigeria Nigerian national museum is also another renowned tourist place situated in the city of Lagos. It is famous for Nigerian art, canvas, archaeological and terracotta paintings of varied dimensions. It is also an educational institution so as to improve the inner skills and information thereby amplifying its image and reputation in the globe. The above mentioned organizations are selected as it acts as an identity or symbol of the traditions and ways of life of the countries of Nigeria and Turkey. Moreover, by visiting these non-profit organizations, the rate of information of the visitors also get enhanced that may be used for further studies or research work. Apart from this, by selecting these organizations, varied types of unknown facts such as use santralistanbul power plant as a centre of museum so as to improve creativeness and inner talent of the visitors. Discussion Describe the positioning of Santralistanbul of Turkey and National museum of Nigeria The term positioning is extremely essential in this age. This is because; it is described as a strategy that might be used to create a distinctive rank or place in the market among many other relative brands or organizations. It is done, only to present a distinctive image and status to the product lines so as to amplify its reputation and identity within the minds of the customers or visitors. By doing so, the competitive advantage and sustainability of the brand or product lines might also get enhanced to a considerable extent thereby amplifying its equity and dominance in the market among others. Moreover, if the brand or product lines attains a sustainable or reputed position in the market, then the range of customers also gets enhanced that may increase its profitability and brand value. Therefore, as per Porter (1986), positioning is described as a technique to increase the value or worth of a material or product or brand within the eyes of the customers (Porter, 1986, pp. 221-234). Similarly, the countries of Turkey and Nigeria also tried to offer more concentration over positioning its reputed tourist spots such as Santralistanbul art gallery, blue flag beaches, blue voyage routes, coastline of Turkey, Nekede Zoo, Freedom Park, Yankari game reserve, national museum of Nigeria and many others. For example: Santralistanbul of Turkey and National Museum of Nigeria are recognised as one of the most reputed tourist destinations of Turkey and Nigeria. So the tourism websites tried to attract the eyes of the interested visitors by highlighting the features of its brand such as educational centre, centre of modern architecture, public library, multiple cinema, dance hall, contemporary paintings of Turkish artists. Apart from this, the Nigerian National museum also represents varied types of arts, crafts and wooden carvings etc. It also presents varied types of designed batik clothes as well as decorated calabashes that represent the symbol of the country. All these items are displayed and also sold at a fixed rate to the visitors. By doing so, the non-profit organization of National museum of Nigeria tried to represent its identity and symbol within the minds of the customers so as to increase their loyalty and trust. In addition to this, the online sites of these non-profit organizations offer more concentration over monolithic brand architecture, i.e. over the prime features of the main brand such as Santralistanbul or national museum of Nigeria. Due to which, both the non- profit organizations implemented their business or marketing strategy of product development and differentiation. This type of strategy is used by the non-profit organizations in order to amplify its image and distinctiveness in the market among many other rival contenders. Furthermore, in order to improve the competitive position and supremacy of these organizations, varied types of differentiated product lines such as energy museum, dance hall, park, shopping streets, restaurants etc are included within them as presented below. By doing so the rate of interest of the visitors enhanced that amplified its craze and popularity in the globe among many other tourist places. Other than this, the promise of these brands Santralistanbul and National Museum of Nigeria is to increase the level of knowledge and inner skills of the visitors that may amplify their rate of valuable information. Due to which, the brand of Santralistanbul promoted itself with the tagline ‘Global art and Museum of modern Architecture’. Similarly, the museum of Nigeria is promoted with the tagline, ‘Centre of black art and culture’. The prime aim behind implementation of such strategy is to improve its image and reputation within the minds of the visitors so as to increase its identity and equity in the market. Not only had this, by implementing such type of business strategy, the non-profit organizations of Turkey and Nigeria tried to segment its visitors or customers among all. This might prove effective for them to position itself in a more specified and distinctive way among many other tourist places in the region (Porter, 2008, pp. 578-589). Thus, it might be clearly stated that the above mentioned strategies proved extremely effective for the countries of Turkey and Nigeria to amplify its popularity and recognition in the globe among others. Comparison of positioning among the tourism websites Turkey and Nigeria In order to amplify the reputation and image of the country, the tourism department of both the countries of Turkey and Nigeria tried to promote the features of its destinations. It is done in order to attract a wide range of visitors. However, in order to highlight the information and facts of the popular destinations, the country of Turkey also utilised social networking sites such as face-book, Twitter, Linked In, Google+ etc. By doing so, numerous tourists of varied age-groups and living standards became attracted towards the destinations that amplified its dominance and rankings in the globe. In addition to the features of the tourist’s destinations, it also offered geographical and political overview of the country of Turkey as it is a part of two continents namely, Europe and Asia. Other than this, the sites also offered significant overview of the culture and art of Turkey so as present a detailed overview about the taste and preferences of its citizens. In addition to this, the tourism department of Nigeria also offered higher concentration in promoting the features of its popular tourist destinations. As a result of which, it became successful in attracting a wide range of tourists thereby amplifying its economic status and image in the globe among many other tourist destinations. Therefore, from the above mentioned points, it might be clearly depicted that both the countries used monolithic brand architecture to promote its identity and distinctiveness in the market among others. However, the tourism department of Nigeria used only its official website for promoting its tourist destinations rather than social networking sites. Due to which, the rate of customers or stakeholder engagements or feedbacks is quite less as compared to Turkey’s tourist destinations. As a result, the level of brand evaluations or attainment of information of destinations of Nigeria is also quite low as compared to Turkey (Rogers, 1995, pp. 756-777). However, due to digital presence, it became extremely easy for the visitors to attain varied types of information such as, type of hotels, travelling accommodations, approximate fares etc in respect to the tourist destinations of both the countries. Due to which, the level tension of the visitors reduced that amplified their craze to visit these above mentioned places (Gupta, 2004, pp. 552-565). Therefore, it might be clearly stated that the use of transactional model of communication proved extremely effective for both the countries of Turkey and Nigeria. Due to the presence of online websites, the customers might resolve varied types of queries through direct communication with the tourism authorities. This proved extremely effective for both the countries that amplified its scope and reputation to a significant extent as compared to many other rival tourist destinations as presented below in figure 2 . Hence, it might be stated that due to effective communication and promotional tactics, the brand value and image of these tourist destinations of Turkey and Nigeria increased to a significant extent among others. Individual Report Feedback of the report In order to amplify its competitive position and sustainability, both the countries used promotion as their most essential tool. This is because; promotion helps to offer varied types of information that may increase the level of awareness. Moreover, with the help of promotion, an organization or a country might present the attractive features and attributes of its product lines that may create a distinctive image in the market among others. Apart from this, promotion also helps to fascinate numerous customers so as to increase its portfolio and equity in the market among many other rival brands. Due to which, the popularity and market share of the brands might get increased to a significant extent that may improve its dominance and consistency in the market (ESOMAR. 2008, pp. 442-444) However, in order to do so, now a day’s most of the countries or organizations utilise social networking sites. As maximum extent of the individual are crazy about these social networking sites such as face-book, twitter, Linked In, Google+ etc. So, the tourism department of the country of Turkey used social networking sites for promotion and communication. On the other hand, the tourism department of the country of Nigeria didn’t use it. It only used its official online sites for promotion. However due to the use of social networking site, the tourism department of Turkey attained numerous feedbacks of the customers that enhanced its reputation and image in the market but it the country of Nigeria entirely lacked it. As a result of which, the range of interested traffic is quite less in the website of Nigeria as compared to Turkey (Globalartmuseum, 2014). In addition to this due to lack of promotions in social networking sites, the rate of feedbacks of the customers after visiting the destinations of Nigeria may not be obtained. Due to which, the country of Nigeria lacked numerous interested visitors as compared to Turkey. Therefore, the rate of popularity and market value of the destinations of Nigeria is quite low as compared to Turkey (Bradley, 2007, pp. 334-356). Discuss the Issues faced by the country of Turkey and Nigerian online websites The online tourism websites of the countries of Turkey and Nigeria had to face varied types of challenges such as wrong segmentation of the customers, wrong presentation of information, wrong feedbacks, wrong targeting of the customers and many others. Wrong segmentation of the customers: in spite of online websites, the country of Turkey and Nigeria might fail to target the appropriate customers. Due to which, the reputation and prosperity of the countries of Turkey and Nigeria reduced significantly that declined its image and popularity among tourist destinations (Beall, 2010, pp. 312-323). Wrong presentation of information: in spite of online websites, the authorities of tourism department of Turkey and Nigeria might fail to update the information about the destinations on the sites. Due to which, the customers may not attain the information in an appropriate way that might reduce the interest of the customers. Moreover, due to lack of attainment of proper facts, the customers may not feel the beautiful experience of the tourism destinations of Turkey and Nigeria. Due to which, the rate of reliability and consistency over the facts of the sites also reduced significantly as compared to others. Wrong feedbacks of the customers: the customers also offered varied types of inappropriate feedbacks. Due to which, the reputation and brand image of the tourists destinations of Turkey and Nigeria also became reduced to a significant extent as compared to many other tourists destinations. Not only this, the range of tourists or visitors also reduced to a considerable extent thereby declining its fame and distinctiveness. Wrong targeting of the customers or visitors: The total range of visitors also reduced to a significant extent that reduced its popularity and distinctiveness in the globe as compared to many others (Porter, 1986, pp. 145-156). Improper rates of the transportations or hotels: The level of loyalty and trust of the customers over the information of the websites also reduces day by day to a significant extent. As a result, the range of visitors in the tourist destinations also reduces that hinders the image and popularity among others. Due to these above mentioned reasons, the reputation and popularity of the websites of the tourism departments of Turkey and Nigeria reduced within the minds of the customers. Therefore, due to these above mentioned issues, the popularity of the websites is reducing significantly. Moreover, the reliability and accuracy of the facts presented in the websites is also reduces due to wrong up-dation of the facts (Tushman & Anderson, 2004, pp. 123-134). This reduced the craze of the interested visitors towards the tourist destinations of Turkey and Nigeria. Conclusion Conclusively, it might be depicted that the competitive advantage and sustainability of a brand or organization might get enhanced only if it is promoted in an effective way. This is because; if its targeted customers become aware about the features and characteristics of the brand then its reputation and brand image might get enhanced to a significant extent as compared to many other rival contenders. However, the promotion or re-position of any brand or product lines of an organization needs to be performed in an exact way so that the accurate customers are targeted. Only then, the level of reliability and uniqueness of the brand or the product lines of the organization might get improved within the minds of the customers. Along with this, the loyalty and brand value of the customers might also get enhanced thereby reducing the rate of switchover costs. Keeping these facts in mind, the tourism departments of the countries of Turkey and Nigeria need to promote their tourists destinations like proper presentation of information of the destinations, details of proper accommodation facilities, details of proper transportation facilities etc. So that the interested customers might get easily gather relevant information about them and visit the mind-blowing tourist places at any time of the year. Only then, the level of popularity and consistency of the popular tourist destinations of Turkey and Nigeria might get augmented that may prove effective for the nations as well. Other than this, in order to attract a wide range of tourists, the tourism authorities of Turkey and Nigeria might up-date the requisite information about the tourist’s destinations such as attractive images, environment, climate, topographical features etc. So that the interested tourists might attain all sorts of relevant information about the destination, prior visiting it, in order to reduce any sort of discrepancy or problem. If the tourism departments of the countries of Nigeria and Turkey maintain all these information, then its reputation and image might get improved to a significant extent in the entire globe. References Beall, A, E. 2010. Strategic Market Research: A Guide to Conducting Research to solve problems. Boston: Harvard Business School Press. Bradley, N. 2007. Marketing Research: Tools & Techniques. New York: McGraw-Hill. ESOMAR. 2008. Market Research Handbook. London: Sage. Europe CEIC Database Team, 2011. Could Turkey Become Tourism “Hot-spot” in 2011? [Online] Available at: http:// securities.com/2011/01/turkey-tourism-2011/[Accessed on 22nd Aril, 2014]. Gupta, S, L. 2004. Marketing Research. New York: McGraw-Hill. Globalartmuseum, 2014. Modern architecture. [Online]. Available at: http://www.globalartmuseum.de/site/moca_of_the_month/79 [Accessed on 22nd Aoril, 2014]. Porter, M., E. 2008. Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Springer. Porter, M, E. 1986. Competition in Global Industries. New York: Springer Rogers, E.M. 1995. Diffusion of innovations (4th edition). The Free Press. New York. Santralistanbul, 2014. Santralistanbul. [Online] Available at: http://www.santralistanbul.org/ [Accessed on 22nd Aril, 2014]. Tushman, M. L. & Anderson, P. 2004. Managing Strategic Innovation and Change. New York: Oxford University Press. Bibliography Xu, J. 2005. Market Research Handbook: Measurement, Approach and Practice. New York: Springer. Appendices Figure: 1 Santralistanbul energy museum (Source: Santralistanbul, 2014) Figure: 2 Turkey revenues by tourism (Source: Europe CEIC Database Team, 2011) Read More