Abstract
This paper aims to explain the strategic importance of branding in the technology industry and the significant role branding plays in creating brand identity & individuality. We will mention some major market factors that make technology companies invest in branding more than anytime before. We will also discuss how branding is essential for technology companies to differentiate their products from other companies that produce similar ones and also the role of branding in protecting the brands from piracy and steeling through out official and registered trademarks.
The paper will also discuss the brand positioning strategy and how it gives a unique identity for brands and also how branding can change the customer negative
…show more content…
As a result, Intel now has become the market leader in its field and built up a wide base of end users who will not buy a computer if it does not include Intel processer inside. Because of the strong branding strategy, Intel has become the most trusted IT brand in the glob.
There is no doubt that strong brands attract more customers and by time these customers become more and more loyal to these brands. This loyalty to brands increases the customers’ willingness to pay a higher price 20% - 25% more than competing brands 3. But to reach up to this point, companies should be always innovative, making their products and services better and offering new added values to their customers.
Positioning
The competition in the technology market and the race of winning big market shares, made the technology companies to open new markets for new products, for instance the entertainment industry. As an example, Sony has early realized the importance of being different in this crowded market, so it was the one which introduced the industry of entertainment and then it has become the leader in this market. Sony made a lot of innovation to position itself as an entertainment leader, In 1988, Sony bought CBS records and the following year it acquired Columbia Pictures Entertainment. Sony Music Entertainment is now one
Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding
According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends
Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.
Branding in a business is important as it shows the reputation of the business. The importance in the buyer’s behaviour can affect the businesses sales, as it can increase or decrease their sales. Consumers are responsible factor for the sales of any products or services, so when a new product is being released in the market, understanding consumers buying behaviour becomes very essential. The business has to study and understand the
The first definition of “brand” is the name given to a product or service from a specific source. Used in this sense, “brand” is similar to the meaning of “trademark.”
Japanese corporations showed a growing interest in entertainment business in the 1980s. Sony has been questing to win a place in the entertainment software business for some time. It merged CBS Records in 1987 for $2 billion (Fabricant, 1989). And in September 1989, Sony Corporation acquired Columbia Pictures Entertainment, Inc. for the amount of $3.4 billion. The Sony Group intended to secure software in high quality so that Sony 's wealth of hardware products could be promoted. By acquiring CBS Records and Columbia Pictures, this ultimate strategy has been fulfilled (Sony history, 2015).
The field of marketing has experienced a paradigm shift because of the fact that the principles of relationships have nearly substituted short-term exchange notions. While the relationship perspective has received increased acceptance and relevance, it has been hugely under-realized in many marketing literature. According to the findings of research, customers generally want brands to listen and respond to them. Consequently, brands that involve and engage customers in relationships that are mutually beneficial stand to gain the most. This is primarily because customers are willing to demonstrate huge support to brands they regard as favorite. The support is mainly demonstrated through buying more of the product or service, convincing other people to become customers of the product or service, and positive word of mouth. Notably, the main link to the relationship between customers and brands is the desire for brands to listen and respond to customers rather than seeking to sell the products or services at the cheapest prices.
c. Mary Kay: The brand is responsible for how her skin looks (young); she has deep feelings for the brand and over time she appreciated the product more and went onto depend on the brand.
There are many conditions that influence the factors, which are crucial in stimulating brand loyalty successfully. These, a/o., include the market share, competition, price, brand switching costs, number of substitutes, and so on. However, less obvious, but still, very important factors include the ones proposed by De Ruyter and Bloemer in their article about
Brand loyalty is one of the hottest subjects in marketing today. Customer’s brand loyalty play an significant role in company’s development. There are a range of definitions of this term, but in this essay ‘brand loyalty’ refers to people being willing to buy products from the same manufacturer repeatedly rather than from other suppliers. More and more companies are tried to investing in optimizing the benefits of their brand externally and internally. Various researchers (Ballester and Aleman, 1999) refer that brand loyalty generates benefits like substantial entry barriers to competitors, better ability to respond to competitive threats, greater sales and revenues and the customers’ lower sensitivity to marketing efforts of competitors. The purpose of this essay is to help the entrepreneur to explore which factor can have important influence for customer’s brand loyalty. Clearly a study of this type is inevitably restricted by various constrains. Because customer’s brand loyalty has been influenced by many factors we can not illustrate all of them. The essay is structured as follows. The first section presents an example on the highly successful Apple company, analyzing the company’s approaches to encourage ‘brand loyalty’ among their customers. The second part focuses on factors distinguish which factors can have a significant influence on customer, make customers to try out products instead of remaining loyalty to brand.
Branding can lift what you sell out of the realm of a commodity, so that instead of dealing with price-shoppers you have buyers eager to pay more for your goods than for those of competitors. Think of some people 's willingness to buy the currently "in" brand of bottled water, versus toting along an unlabeled bottle of the same stuff filled from the office water cooler.
A strong brand identity is one thing that no one can ever take away from a business. Great ideas and products can be improved, patents eventually expire, and technology is always changing- but a brand with loyal customers can continue to thrive, and can even be the most valuable part of a company. (building your brand) Branding creates awareness for a business and can be the main way a
Many definitions from the experts about brand positioning. Philip Kotler stated that Brand Positioning is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds (Kotler, 2003, Page 308). Beri (2007, p 469) also mentioned that brand positioning is about how the brand perceived by the target consumer in related to other brands. Based on those ideas, we can determine that brand positioning is about how the brand itself received and placed in the mind of our customers.
Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.
Nowadays, there are so many different products in living world economy. Customers are aware of some of them, not all of them. This is just about Branding Strategies in the Market. An entrenched Branding Strategy ought to help secure a brand 's position, protect the brand from rivalry, and hence upgrade the brand 's business execution. This potential effect underscores the vitality of Managing the Brand Image over the long haul (Park et al., 1986).