Security Capital Pacific Trust: A Case for Branding

Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137. Retrieved from http://link.springer.com/article/10.1177/0092070300281012

Define what is meant by "brand equity" and discuss what a company can do to maintain brand equity.

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

Successful brands build successful products when the product is one that the consumer desires as opposed to needs. Companies selling these types of products must put additional effort into marketing activities like brand

Branding not only gives separate identity and easy recognition to the product but also creates special brand preference. Branding is an instrument of demand creation and demand retention. Brand equity refers

However, two questions often arise; What makes a brand strong and how do you build a strong brand. Keller developed the Customer-Based Brand Equity (CBBE) model on how to build a strong brand by following four steps (2001). It provides a unique perspective on what brand equity is and how a brand should be built, measured and managed. The four dimensions represent fundamental questions that customers invariably ask about brands and relate to brand identity, brand meaning, brand responses and brand

The brand loyalty of the customer base is often the core of a brand's equity. If customers are indifferent to the brand and, in fact, buy with respect to features, price, and convenience with little concern to the brand name, there is likely little equity. If, on the other hand, they continue to purchase the brand even in the face of competitors

Brand Equity is the added value endowed by the brand to the Product. Although the idea of using a name or a symbol to enhance a product’s value has been known to marketers for a long time, brand equity has gained renewed interest in recent years. Brand managers realize that after years of look-alike advertising and over copying with me-too brands, they now live in a world of product parity. The ensuing price competition through short term price promotions reduces the profitability of brands leading manufactures to examine ways to enhance loyalty toward their brands. In addition, facing with the increasing power of retailers, manufacturers of consumer products realize that having the

For brands to remain in today’s market place, they need to offer a more competitive added value in their products to cope with this shift of power from the brand to the consumer. (Toffler, 1980)

Brand identity is the key source to sustain long term competitive advantage to the organisation.

This step defines te product, makes it distinguish from others and also provide a mechanism for linking the provider of a product to the valuable business assets of trust and goodwill. Company achieves this through a distinct trade names and one or more trademark. The selection of right trademark plays a significant role in marketing strategies of differentiating products of a company. With right trademark branding may be so much successful that product may develop a long-term, even an emotional development with customer such that they will grow a tendency not to look at the prominent weak side of the product but to look at the emotional and brand value of it resulting in increase further brand value following an iterating loop. The following path every company must want to follow:

New products and services - As CSPs introduce new and top of the line products and services, they must provide a natural path to transition existing customers to newer, higher margin services that are content and data driven.

When the brand strategy is being created it is important to remember that the proposition of it is very compelling, unique and attractive. The promise and proposition of a brand strategy is not only important to understand by company management, but the proposition should be reinforced and repeated throughout the whole organization and it should be repeated often enough that everyone in the company fully comprehend what the fundamental driving idea behind a brand is. The core values of the company are the backbone of the brand, which is logical, seeing as these define basic corporate behavior. The brand can only be built when the core values have been clearly identified in detail.

In this essay I intend to assess the growing roll that corporate branding is playing in today’s business environment. This assessment will be based on three peer reviewed academic journal articles, core texts and notes from the class.

‘ALL of customers deserve excellent service, innovative investing products and superior value’ is stated in the website of 8 Securities. It is believed that 8 Securities’ success is fully tied with the innovation and product development. Most importantly, without being prevented by the risks of new launches, it is the customer focused mind-set that has built its strong customer-centric corporate culture leading to the successful products. Well said Kotler (2005), ‘Customer satisfaction will only be achieved if the entire organisation teams up to form a competitively superior customer value.’ Future marketers are suggested to pay more attention to consumer behaviour and customer experience so as to create demanding product/service to bring higher level of expectation and satisfaction to customers.