Brand building for facilitating the launch of Dogerita mineral water - Essay Example

Brand Building BRAND BUILDING FOR FACILITATING THE LAUNCH OF DOGERITA MINERAL WATER of School or University Brand Building 2 The German Share Company started manufacturing screws in 1989. However, it took another direction after having realised that it gains its profits from its commercial activity. The company is located in an area of Hungary that is surrounded by spring and thermal water sources. German Share Company decided to pursue something different and found a source of natural spring water.

The discovery of perfect quality water without any necessary changes or alterations led to their new endeavour-Dogerita mineral water. In order to successful launch Dogerita mineral water, the company must develop a brand and a brand strategy. People are bombarded with advertisements and a wide variety of brands to choose from. As competition is fierce in an age where there is plenty to choose from, companies need to find ways to create a niche and to improve its brand in the market. It is no longer sufficient to just provide a product.

The German Share Company must find ways to stand above the rest in a global business environment that fights for the consumers' money and loyalty. In order to do this, it must develop a brand and a brand strategy. a brand is also considered to be a trademark or a product line. It is a distinctive name which addresses, or identifies, a product, service, or a manufacturer. People purchase a certain brand in order to acquire a distinctive category and to show ownership of the brand that they favour.

The name of the organization can also serve as a brand. As stated earlier, the value of a certain brand is determined by how it is perceived by the target audience and the marketplace.After defining the brand, the company must develop a strategy of branding, or a brand strategy. This process consists of coming up with a foundation (a basis) in which to work from. It is a guideline and a system of measuring all marketing strategies and resources/materials. It is a way to deliver the brand strategy, or promise to the target audience.

Lake (2006) offers some questions that companies should answer when developing a brand strategy:1. What products and/or services do you offer Define the qualities of these services and/or products. 2. What are the core values of your products and services What are the core values of your company3. What is the mission of your company Brand Building 34. What does your company specializes in 5. Who is your target market Who do your products and services attract 6. What is the tagline of your company What message does your tagline send to your prospects7.

Using the information from the previous steps create a personality or character for your company that represents your products or services. What is the character like What qualities stand out 8. Use the personality that you created in the previous step and build a relationship with your target market that you defined in Step 5. How does that personality react to target audience What characteristics stand out 9. Review the answers to the questions above and create a profile of your brand. Describe the personality or character with wordsBrand management, according to Wikipedia (Last modified 2006) is applying various marketing activities to a certain product, product line, or brand.

The goal is to increase customer's perceived value of the product or brand. A brand promises a level of quality and the job of marketers is to increase the perception of the brand and the level of quality that customers and potential customers have come to expect. Marketers also work to retain the current number of purchases and to increase the amount of future purchases. The planning or marketing of product(s) throughout all stages of its life cycle is the function called product management which companies must deal with.

Product management deals with the marketing of product(s), management of program(s), and the management of product(s). The activities that are required to deliver a various activities involved in delivering a product(s) to market are usually known as product management. The statement at the company's website is the brand/brand strategy that the company can use in order to market its product and be one step ahead of its competition. The statement and the mineral contents of the water should be the brand and the strategy that is used.

The statement as reported by Company Guide of German Share Company (2006) is as follows:The composition of Dogerita contains the most important minerals needed for the human body and it is of the best quality possible. Due to this and the fact that natural spring water is free from calories, sugar and syntetics, it can be consumed in unlimited quantities. Furthermore, it is safe to give to babies as well. The consumers of Dogerita can be assured that our mineral water is produced under strict regulation and sterile conditions.

Moreover, it is bottled in its orginal state. The proper depth of the fountain is an assurance the Dogerita is free from any chemical and microbiological contamination. We assure our consumers and Brand Building 4partners of both the competitive nature of our high-quality product as well as the acceptable price of natures purest souce: Water. Brand Building 5REFERENCESCompany Guide of German Share Company. (2006). Retrieved December 5, 2006, from http://www.german-rt.hu/enindex.htmlLake, L. (2006). How to Define Your Brand.

Retrieved December 5, 2006, from http://marketing.about.com/cs/advertising/ht/definebrand.htm. Wikipedia, the free encyclopedia. (Last modified 2006). Retrieved December 3, 2006, from http://en.wikipedia.org/wiki/Product_management,