International Branding Essay

3811 words - 16 pages

1. Understanding Branding

A brand in its simplest form is a name, logo, design or image used by an organization to identify a product or service and distinguish it from that of their competitors (Kotler et al 2012). However, the perceptions about brands are changing, and many academics now define brand as a powerful psychological construct held in the minds of all those aware of the branded product, organization or movement (Kylander and Stone 2012).
Unlike the commercial sectors, charities and the not-for-profit sectors have long been reluctant to engage in strategic branding activities. Despite big charity organisations like RSPCA and Greenpeace having universally recognized brand ...view middle of the document...

2.1a Role of Brand Cycle (Kylander and Stone 2012)
The model describes non-profit brands as cyclical, and nested within the two layers of ‘organizational’ strategy and ‘missions and values’ of the organization.
Improving the brand’s identity and image can help to increase the cohesion and trust within the organization and increase the brand’s impact and reputation, which will further enhance the brand’s image and identity. However, because of its cyclic nature, any reversal in the cycle can negatively impact the reputation, trust and ultimately tarnish the brand image (Kylander and Stone 2012).
3. The Scottish Wildlife Trust

The Scottish Wildlife Charity is one of 367 wildlife Charities in the UK that has recently hopped on the re-branding bandwagon (Charitychoice.co.uk). It is a membership-based registered charity that was founded in 1964 by Sir Charles Connell to conserve Scotland’s biodiversity and natural fauna.
Being an organisation that champions its cause by inspiring people to take positive actions through activities, policies, campaigns and partnerships, it has been crucial for the Trust to create a strong and credible brand identity to reach out to its audience and stakeholders.
The charity has been successful in creating an appealing brand personality, starting with the replacement of their lacklustre logo of a mountain and glen (Fig.1) with a more attractive and identifiable logo (Fig.2) that reflects the charity’s work. According to DeChernatony and McDonald (1998), the easiest way for a consumer to know if a brand’s values reflect their own values is through a brand personality.
Right from the beaver that represents the charity’s work to introduce beavers into the Scottish landscape, to the tiny native Scottish primrose flowers of Northern Scotland that are being conserved by the Trust, each elements on the logo depicts what the charity stands for and the experiences that can be enjoyed as part of the organization. Carefully chosen symbols as these can help to reinforce critical association, draw attention to their offerings and reinforce the brand. (Kahn 2013)

Fig.3.1a Old logo Fig.3.1b New Logo

Contrary to what is observed in many charity brands, The Scottish Wildlife Trust has paid attention not to limit their focus on creating an attractive logo, but have taken consistent efforts to complement their visual identity by echoing their ‘passion for wildlife’ through all activities of the organisation (Tapp, 1996).
The Trust’s strategy has been successful in attracting the highest number of members to the charity since its inception (Scottish Wildlife Trust.org.uk).
4. The Scottish Wild Life Trust Vs Patek Philippe Luxury Watches – A Comparison

With one of their top range watches on sale with a price tag of 5.5...

Other Papers Like International Branding

Sports Marketing Essay

1357 words - 6 pages International Journal of Sports Marketing & Sponsorship http://www.cies-uni.org/sites/default/files/april_2010_ijsms_volume11_number3.pdf Branding and Sport: The case of Manchester United http://www.morillas.com/en/blog-en/branding-and-sport-the-case-of-manchester-united/ Audio branding by CBS in sports http://inthegroovemusic.com/cbs-sports-branding-case-study Action Sports Branding http://www.crunchbase.com/company/action-sports-branding Sport

Co-Branding as a Tool for Customer Accquisition

3434 words - 14 pages already established existing distribution network and a brand image in the market. The MNC in turn will provide the Indian partner with the technical knowhow and an international brand attachment. But when it comes to co-branding between two global companies in Indian markets, the main constraints faced are:   May not have any existing distribution network of any note. May lead to brand dilution of one or both the brands if the perceived

Telecom

4154 words - 17 pages Researched and Produced by With 18 Operator Case Studies Expert speakers include: Monday 13th - Thursday 16th November 2006, SANA Malhoa Hotel, Lisbon, Portugal Developing a clear brand identity which differentiates your service offerings, enhances customer loyalty and optimises the lifetime value of your profitable customers Discover the key to building and maintaining a successful telecoms brand Optimise your branding strategy to

Brand Management

3359 words - 14 pages learn how the consumer wants to link up with the brand of product. They must continue to attempt at increasing the customer loyalty. References: Armstrong, H (2002) Management Philosophy, McMillan publication Ltd. Bradley, F (1993) “international marketing strategy” edition 2nd Hertfordshire prentice hall ltd Doole,and lowe R. 2006, international marketing strategy, edition 4th Routledge Hankingson G, & Cowing, “Branding in action” 1993

Assess How Branding Has Increased in the Last Few Decades. Think of a Brand; Analyze How the Organization Developed Its Brand Equity. Assess the Influence of Branding on an Organization’s Imc. Must...

629 words - 3 pages Today, our life is extremely changing. First of all, it concerns us in the sphere of economy, as we are economic agents. In varying degree, we are able to buy or sell goods. It is a modern global economic model. Due to explosive, to some extent volatile, growth and development of economic system, in the arena has appeared a new player – multinational corporations. The nature of such companies is an international activity. This is a globalization

You Decide

850 words - 4 pages Learning Objective | After completing this activity, you should be able to: * Define brand equity. * Apply a brand building process Explain the reasoning for the branding decision. Scenario Summary | Our Town Photography Studio/Gallery is a photography company who provide photographic services to high profile customers. The owner of this company is Catherin Irvin, a nationally recognized photography/portrait artist, who can

Avon Case Study

1769 words - 8 pages the marketing function and to earn higher profits. While this method has proven to be successful for Avon and has certainly contributed to their longevity in the market, there are still crucial factors imposing on the company’s global presence throughout the world. The case study “Avon Calls on Foreign Markets” shed light on issues related to branding, pricing, promotion, as well as distribution. Throughout this analysis, I have identified the

International Tourist Research

866 words - 4 pages Questionnaire Dear Sir / Madam, This survey is to understand international tourist expectation for selection of tourist destinations & service quality at different tourist destinations with special reference to Uttar Pradesh cities, being conducted as a part of my doctoral programme. I shall be grateful if you could spare a few minutes to participate in it. The information provided by you will be kept confidential and be used only for

Evaluation of Tourism Strategy

2391 words - 10 pages Evaluation of Tourism Strategy Objectives Assessment of the Tourism Board Role of Branding The world is witnessing all the countries trying to be the same infra structurally and through the quality of life. However the objectives for a country to promote trade, tourism and investment are best achieved through difference between all the countries. Countries should shoot questions to themselves asking why other countries would

Branding of Jewellery

661 words - 3 pages Strategies Branding of Jewellery • Branding of jewellery plays a very important role in the jewellery market as it assures consumers that the products are of certain quality, durability, and conform to several social, environmental and durability standards. • Brand promotion is therefore one of the best modes of market penetration. Though in its nascent stage, brandedjewellery in India has been showing encouraging signs, despite tough

Global Marketing Some Cases

753 words - 4 pages marketing strategies. Because, this branding policy creates an awareness on consumers’ minds. Important thing is firms have to decide how to manage their brands which span different geographic and cultural locations. Different firms and companies from all around the world follow different marketing strategies. For instance; P & G and Coca Cola have expanded through leveraging their domestic brands in international markets. Other firms such as

Related Essays

Branding Strategies In Banking Sector In India

2391 words - 10 pages Insights Vol. 17, No.1, 2010 Communications: An International Journal Volume 7 .Number 2 .pp. 87- 91. Nair, M. V. (2005, November). Branding Bank Services: An Innovative Marketing Technique.IBA Bulletin. India Ravi Kumar Sharma (2011), Re-branding and Product Branding in Indian Banks - A Study, The Journal of Indian Institute of Banking & Finance, January - March 2011, PP: 13-19, ISSN 0019 4921. Phil Phillips (2006), The importance of branding

Types Of Branding Essay

525 words - 3 pages brands created by the producers rather than the distributors of a product. Example; Levi's jeans; Levi's jeans are reliant on other businesses for the distribution of their products, such as the iconic 501 jeans. Global Branding; As barriers to international trade fall and transport links improve, the world is getting smaller. As a result, many multinational companies try to set up global brands that can compete across borders. Examples; Nike and Adidas.

Employer Branding Essay

2351 words - 10 pages ., and Tikoo S. (2004). Conceptualizing and researching employer branding. Career Development International,School of Business, State University of New York at New Paltz, New Paltz. [2] Barrow S., Mosley R.,(2005), The Employer Brand: Bringing the Best of Brand Management to People at Work,Chichester: John Wiley and Sons Ltd. [3] Berthon P., Michael Ewing M., Hah L.,(2005), Captivating company: dimensions of attractiveness in employer branding

Management Essay

521 words - 3 pages BDT 1,35,000 Masters of Ideation 4 Organizer: NSU YES (NSU) Round One Round Two Round Three Round Four Case Solving Case Solving Surprise Round Product Branding HSBC IBA Business Case Competition 5 Organizer: IBACC (IBA) Team Members Rounds Prize Money BDT 4 *You’ll represent BD in the international HSBC Business Case Competition 3 1,00,000 Trip to Hong Kong* HSBC