Brand Management Essay Example

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Brand Management


For the service providing firms, marketing the intangible is one of the biggest challenges. The marketers in the service firms are forced to take the intangibility and tangibalise them to gain a better customer perception (De Chernatony, 2010). In the airline industry, the intangible service is made tangible through enhanced quality presentation. This includes provision of posh cabins, high quality food and flexible prices. The airline brands that have been very successful in this aspect are Singapore Airlines, Virgin America and Qatar Airways. For Singapore Airlines, it has managed to market the intangible by making it tangible. This is through high quality in flight service, cleanliness, comfortable cabins and inflight entertainment. Virgin America has one of the best inflight experiences. This is through clean cabins, comfort, quality meals and efficient services. Lastly, Qatar airlines have high efficiency, comfort and cleanliness. The quality of meals is also high. All the three airlines have thus been able to market the intangible through visualisation, association, physical representation, promotion and branding (Shanker, 2002).


Employees’ behaviour lies at the heart of the service brand being delivered. Employees especially those on the front line have the best opportunity in supporting the service brand delivery (De Chernatony, 2010).

The main challenges faced when aligning employees and brand values are; failure to inspire or equip workers to deliver on what the brand promises through advertising, failure of employees to fully understand what the brand means and translate the meaning into an actionable behaviour, lack of alignment between employees and company values, communication failure, connecting desired behaviour to the brand values may lead to confusion with the company values lastly, there is a challenge in sustaining the created alignment (De Chernatony, 2010).

To address these challenges

The employees must be explained and inspired to deliver on the brand promises. They are supposed to be the brand advocates which can be attained through adequate training. Employees should be presented with a persuasive and convincing argument on what the brand means and how it is positioned on their activities. The management should ensure that there is alignment between the employees’ values and company values. Communication should be carried out regularly through use of employees’ newsletters, meetings, videos and storytelling among other means. In some cases, hiring internal communication specialists can help a lot. Rewards and recognition are vital in commemorating the employees’ milestones. There should be special events meant to celebrate those who are living based on brand values. The company should enhance their support for employee engagement regularly (De Chernatony, 2010).


Vodafone is one of the leading brands in the telecommunication industry. The brand offers telecommunication services which includes voice and data services. The firm also has an online shop for their branded products. The brand can enhance the tangibility of its services by:

This is through depicting the benefits of using then Vodafone products through visual advertisements.


This is through associating the brand with successful personalities who will endorse it (Bajpai, 2003). This will increase the number of customers.

Physical representation

Vodafone can use colours to symbolise different meanings. For example, some of their branded products can be painted in gold to symbolise status. Colours can also be used to represent visibility and reliability (Bajpai, 2003).

Involving people

People are vital in brand success and service delivery (Bajpai, 2003). Vodafone can involve people in service co creation to enhance their tangibility.


Through use of facts and figures, it is possible to support performance (Bajpai, 2003). This may include use of past data that shows the success of Vodafone products as well as major awards won.


Lastly, Vodafone can engage in personal care based on promotion campaigns. This will ensure that they have offered their customers a lifelong assurance (Bajpai, 2003).


Last month, I visited Australia Insurance Group (AIG) offices seeking their services. The service I received was impressive which had a great influence on my perception on their services. Based on the SERVQUAL components (De Chernatony, 2010), the employees’ services were excellent.

Tangibles— The employees were well dressed, clean and used modern communication equipments. The working space was neat and well arranged.

Reliability— The employees were very reliable. They explained to me the services offered and advised me on the best policy to take. They were well versed with their job and accurate on their explanations.

Responsiveness— Before the visit, I had called the firm to book for an appointment. The customer care was very friendly and assisted with all relevant information and time of visit. On the day I visited, I was directed from the front office to the relevant staff offices.

Assurance— the employees conveyed trust and confidence. They had adequate knowledge which assured of getting the best services. The employees were also friendly and assuring. The employees were competent.

Empathy-individualised attention was given to each of the customers. This showed that the staffs were caring and committed. Individualised care made the customers feel special.


Bajpai, A., 2003. The Promotional Mix and Service Marketing Application. Market Promotion Policies in India, p.176.

De Chernatony, L., 2010. Creating powerful brands. Routledge.

Shanker, R., 2002. Service Characteristics and Marketing Implications. Services Marketing, p.34.