Building Global Brand

Contents

I. Introduction 2

II. Brand

1. Definition of Brand 3

2. What Makes a Brand Great 4

3. Brand as a Business Asset 6

III. Global brand

1. Globalization and Brand 7

2. Brand Building Focus on the Brand Identity 7

IV. Building Brand with Brand Advertising

1. Building Brand вЂ" The Role of Sponsorship 10

2. Building Brand вЂ" The Role of Web 13

3. Building Brand вЂ" The Role of Media Advertising 14

V. Conclusion 15

VI. List of References 16

I. Introduction

Since the early time, the conception of brand has marked a turning point in business whether it regards as brand identity, brand equity, or brand loyalty (Hart and Murphy, 1998). The brand now places a first impression in the product market. It sets what people consider and also determine whether the business will succeed or even fail. A brand, therefore, is the most important part of the business because the success of brand is identical to the business success.

Kapferer (1997) argues that a brand is not a product. It is more prominent than a product itself. It leads company in the way to differentiate products from competitors. The competition in specific direction is the key issue that brand is facing nowadays. Thus, brand is a challenge for the company to become globally competitive in this globalization zone. Given stiff competition in the global market, what strategies should a company need to adopt with?

This essay consists of three main parts, i.e. brand, global brand and building brand with brand advertising. Part 1 will define the meaning of brand, the issues that businesses should consider in making the brand great and brand as a financial asset. Part 2 will discuss the impact of globalization within a brand and the creation of brand building strategy concentrate in brand identity. Last but not least, part 3 will focus on how brand advertising facilitates the brand building strategy. In addition, as a final point, this essay aims to provide a better understanding to the process of building brand becoming global brand.

II. Brand

1. Definition of Brand

To begin with, this essay will objectively identify what brand is. A word “brand” is now such a popular word used in the public talk. Daniels, Radebaugh and Sullivan (2007, p. 543) argues that “a brand is an identifying mark for products or services”. Knapp, the President of Brand Strategy consulting firm defines that “a brand is a name or a trademark” (1999, p. 5). Aaker (1991) states that a brand is a name and/or symbol which propose to identify and differentiate the goods or services from competitors. The statement of Aaker provides a definition of brand by describing the aim of brand as well. Similarly, Ellwood (2002), the Head of Strategy in Interbrand, examines that a brand is used to differentiate products from other competitors.

From the above definitions, the meaning of brand typically encompass two main points which are �mark’ and �differentiation’. Celia Lury, sociologist at Goldsmiths College, University of London, explains the meaning of �mark’ (Ellwood, 2002). The mark within a brand is very different from a message in the content however the mark yet puts a brand as important as the meaning of message because it indicates what the recognizable point is. Furthermore, the Dictionary of Business and Management (Rosenberg, 1993) illuminates the meaning of �differentiation’ as the aiding point for customers to differentiate items from various manufacturers so that customers can be protected from competitors who would like to attempt them with presenting the identical products (Aaker, 1991).

Kotler, Brown, Adam, Burton and Armstrong (2007, p. 406), in summary, identify the definition of brand in their latest book of marketing:

“A brand is a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”.

After the definition of brand has been concurred which is the mark that helps customers to distinguish one product to other products competitors, then, the next section will come up to describe the greatness of brand.

2. What Makes a Brand Great

Brand today is hard to stand at the leading position. Clifton and Simmons (2003), the CEO and former director of verbal identity of Interbrand, underline that brand is about choice and yet it has to compete in the crowded and competitive situation. In addition, brand is facing many challenges so as the consequent, a brand has to compete one to another. Even a strong brand may find several challenges to keep remain on its top position. The competitions of strong brands include, for example, Coca-Cola and Pepsi in soft-drink industry, Apple and Creative in mp3 player industry, Kellog’s and Nestle in cereal industry and so forth. Therefore, businesses should consider to the five distinctive traits (Clifton and Simmons, 2003) in order to make their brands great, as follow:

i. Consistency in delivering the promise

A brand needs to communicate the promise to the market as well as encourages customers to purchase the goods or services. Every method should be applied consistently in order to deliver the promise that customers are expected. So, all of the processes including evaluation, trial, purchase and adoption will indicate the verification of the original promise (Clifton and Simmons, 2003). For instance, Toyota, one of the strong brands in car industry, consistently delivers its promise in producing products for “mid-price ranges”, i.e. customers who do not earn millions annually still can afford to buy a car. Toyota, hence, makes cars which are cheaper (lower price) than