Brand Management Essay Example
In the first category, Dell Computers and Roll Royce are two brands that are able to maintain high functionality over a long period in the market. The two brands are able to retain their influence in highly competitive market considering high number of competitors. Dell Computers for example is a brand whose products are able meet and exceed the expectations of the consumer. In respect of this aspect, its products have authentic functional advantage over the others hence gaining sustainable popularity in electronic market.
Roll Royce is another brand that has made indisputable mark in automotive and power systems market. It is able to create and sustain competitive advantage despite many other manufacturers with equally good products. The difference in this case is how this manufacturer was able to launch a superior product and identify specific target market. The products, mainly motor vehicles are able meet the expectations of the customer hence providing a real functional advantage. As a result, the brand acquires customer loyalty, which eventually sustains high sales across the world.
In representationality category, Oxo and Rolls Royce are two brands that fall under this category. It entails geographical representation. The brand manager ensures there is strong and wide presence of products all over the world. In this regard, size of the market is the major aspect that marketers and brand managers consider. They carryout awareness campaign across different markets hence ensuring many people know the product (Kapferer, 2013). When the brand has high representationality, it becomes easier for the manufacturer to introduce new products under the same brand name.
There are five stages of brand’s life cycle. They include developing and launching new brands. Some of the brands in this stage include Alliance Group, New Zealand Beef, IB Times and Qantas among others. These brands are in their formative stage and managers trying to conduct market test especially in Australia (Moscardo, et al, 2013). The phase consumes many resources due to vibrant advertising and awareness activities.
The next phase is growth stage where the brand manager tries to reinforce the image with an intention of gaining sustainable popularity. Brands such, Saxa Salt, Business Insider, Meta Bunk and Financial Post are among those in growth stage. Managers try to strengthen their marketing activities as well as reducing costs.
Maturity phase is the climax stage in brand life cycle. The brand generates sufficient revenue for the investors. At this stage, brand does not require vibrant marketing hence less money is spent on operation especially promotion and advertising. Rolls Royce, Dell Computers, Black & Decker and Healthcare Global are among the brands in their maturity brand (Clarke, Seng, & Whiting, 2011). The investments earn sustainable revenue due to high sales. The brand reputation is already known at this stage thus generating high sales is a normal trend.
During the decline phase, the brand popularity starts diminishing. Consequently, sales levels may start going down as well. The brand may be facing stiff competition in the market due to neglecting the target market among other reasons. Various brands that are in this phase currently include Holden, Matt, Fosters and Pacific among others. These brands are experiencing diminishing return due to low sales level in the market.
There is also a rejuvenation phase where the brand manager tries to revive the lost glory. The brand is re-launched and strong marketing carried out. In addition, the brand may change its marketing strategies to lure back the old market. Unilever was once in this phase before bouncing back to the market. Currently, several brands are in this phase. They include WFA, Michika, Wonder and Simplot among others.
Nokia and Unilever are good examples of brands that have rejuvenated themselves in the market. Initially, Nokia mobile phones although quality did not focus on young generation. Many competitors such as Samsung started producing touch screen smartphones attracting many youths throughout the world. Nokia decided to rejuvenate itself by producing classy phones with touch screen features (Wang, & Tang, 2011). There was time Unilever was in the verge of collapsing due to deteriorating market. The brand manager decided to re-introduce the brand and carry out vibrant campaign. As a result, the brand regained its strength once again and currently it is one of the successful brands in the market (Davies, 2011). Between the two brands, Nokia and Unilever, the latter seems to be more successful after rejuvenating. It was able to recapture its market in most parts of the world.
Clarke, M., Seng, D., & Whiting, R. H. (2011). Intellectual capital and firm performance in Australia. Journal of Intellectual Capital, 12(4), 505-530.
Davies, G. (2011). PRIMING EFFECTS IN THE SPILL-OVER OF THE CORPORATE BRAND. Marketing 2011: Delivering Value in Turbulent Times, 387.
Kapferer, J. N. (2013). The New Strategic Brand Management. Journal of Brand Strategy, 2(3), 312-313.
Moscardo, G., Lamberton, G., Wells, G., Fallon, W., Lawn, P., Rowe, A., … & Kershaw, W. (2013). Sustainability in Australian Business: principles and practice. Wiley-Blackwell.
Wang, S. W. H., & Tang, H. H. (2011). A study of brand attributes: Cross-industries and implications. African Journal of Business Management, 5(22), 9568-9578.
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