In the current world of marketing and promotion, an individualneed to have the skill and knowledge of brand management. The concept of brandmanagement focuses on the action necessary to conduct promotion ofproducts/services in an effective manner.
For business companies and otherorganizations, the particular concept has acquired popularity and prominence.The lecture videos provided in the Kaltura Media Gallery demonstrates explanationabout the concept of brand management, discussing the various facets of the factor.With the help of the videos I have gained insight and detailed informationabout the different aspects of effective brand management. The videos areextremely helpful in delivering the actual content of the particular topic ensuringoverall understanding and clarity. Getting familiar with the content has becomeconvenient for me due to the audio visual method of providing reviewed lessons.BodyThe videos provided in the Kaltura Media Gallery discussesin detail about the various factors brand management as a whole. The short andcrisp illustrative facts and information has enabled me to get a clear ideaabout the contents of the videos. I think I have acquired the key definition ofbrand management and the factors which are important to achieve the former.
I havelearnt that organizations and companies need to give significant amount ofemphasis on the factor of brand management. An individual responsible forpromotion and marketing has to be familiar with the concept. It requiresdifferent strategic measures for the purpose.
An organization can acquirepopularity and recognition with the help of the factor. It is necessary for theorganization to understand the correct measure for brand management, as it hasthe potential to influence and impact the overall reputation of the organization.I have learnt that brand image and brand identity hold different meanings.
Brandidentity is created from the source of the organization whereas brand imagefocuses on the consumer perception about the organization.Brand identity indicates the reality of the firm; it holdsgenuine meaning whereas brand image refers to the image which the consumerspossess concerning the organization or company (Kevin Lane Keller, 2012).Unlike the identity, brand image is not static, it changes as per consumeropinion. Regarding the point, it is necessary to mention that the organization shouldfocus on developing and improving brand identity, creation of the positivebrand image would ensue in the process.
I have come to acquire the knowledge ofbrand identity prism. Kapferer has formulated the theory of the concernedprism, consisting of some key factors for the accurate success of the prism.The factor of physique indicates the physical features ofthe brand.
It focuses on the perception of the product/service of the company.This is considered as the primary factor to acquire brand identity (Kevin LaneKeller, 2012). Coca Cola for instance has strong physique. Consumers tend torecall combination of red and black colour along with the classic bottle shapeof the soft beverage. The features of the brand evoke a sense of happiness andfreshness. The personality aspect stresses strongly on the character of the brand.It highlights the particular design, feature and style of the companyproduct/service.
Apple has developed strong personality aspect. The companystands for innovation and creativity. Its product offers features, experience,rare to find in other electronic brands. The aspect of culture stresses onfundamental principles and values on the basis of which the company developsits products. (Kevin Lane Keller, 2012) It also stresses on the communication approach.Mercedes has succeeded in developing strong cultural presence to attract the consumers.Mercedes-Benz portrays class and sophistication. Relationship explains the needfor companies to establish good relationship with the consumers.
It highlightsthe fact that the company is required to value consumers. Lexus, for instance,gives the treatment of red carpet to its consumers. It assures excellentservice to the consumers. The factor of reflection strives to make connectionwith the consumers, focusing on the key causes of identification.
Reflection refers the stereotypical or target consumers ofthe brand. Considering the case of Coca Cola, the brand is popular among theteenagers, the young generation (with values like freshness, friendship,happiness, enthusiasm and so on). In spite of the fact the target group of consumersis broad. The company has become successful in making the connection with differentage group. Every individual has the tendency to associate himself or herselfwith something or someone, this behaviour gives the importance to the factor ofself-image.
Consumers have the tendency to purchase a brand product that wouldelevate the status of the self-image of the consumer. An individual who has aPorsche car would think that he/she is rich because the person can afford topossess a care that exudes luxury and expense. Lacoste sports products gives asense of being in the sports club, when in reality the person is not an activeplayer. I have come to realise that the organization needs to take the effortto maintain brand value of the firm.
Apart from the quality of the product/service,it is necessary to influence the brand perception of the consumers. It isimportant for the consumers to have the feeling that the product/service isworth the purchase. Even after the purchase, the consumer should have the feelingthat the purchase is worthy enough to make repeat purchase from the same companyand visit the same place. The organization need to consider the consequence ofthe purchase. The point of importance which I have understood, theresponsibility of the organization does not end simply with the selling ofservice/product. It has to give importance about the entire experience of the consumer.
The firm needs to establish connection with the psychological aspect of the individual,this leads to the significance of brand equity. Instead of focusing solely onthe purchase behaviour and attitude, the firm has to focus on the emotionalaspect of the firm. The fact is true indeed. If an organization is able to enticethe emotional aspect of the consumer, then it possesses the chance ofgenerating positive consumer perception of the company. As its consequence, thecustomer shows the tendency to become loyal to the firm. It is important tomention that customer loyalty arises when the consumer possess the feeling thatthe firm provides service/product to the latter.
It is not solely about theproduct/service, the firm has to value the customer and have concern about thewelfare and benefit of the individual, and this in turn would enable thecompany to get the loyalty of the customer.The company has to take measure for the purpose. Providingprompt service and resolving consumer issues, complaints, making good delivery,pleasant customer care service and so on allows the company to get the loyaltyfactor. The consumer has to develop a certain sense of attachment with theservice of the firm as a whole. The organization should keep in mind that thethreat of substitutes is always present in the market.
Hence, it is necessaryfor the organization to provide such as excellent service from every aspectthat the consumer does not fell the requirement or the interest to search forother options. Taking the content of the video into consideration, Ibelieve I have understood the necessity of conducting a good brand identity.The successful presentation of the brand image leads to the factor of positivebrand image. While trying to fulfil the objective, it is essential for the organizationto give importance to the functionality. A good brand focuses on the necessityof conducting smooth and functionality. The point can be explained with thehelp of relevant examples. Companies such as Apple, Mercedes-Benz, Coca Cola,Burberry and Cadbury have become successful brands in respective businessfields.
Apple electronic devices and gadgets are known to give excellent userexperience. An individual having Apple phone and laptop would not have theinterest to use other company products. The beverage products of Coca Cola haveacquired global consumers irrespective of age group of consumers. I have cometo understand that the perceived quality of brand does not indicate the samemeaning as consumer satisfaction.
Consumer satisfaction is based on the qualityproducts whereas perceived quality indicates the overall service or product quality.I think it is very much important for the organizations to make the effort toimprove overall brand identity. If the organization does not take the requiredstrategic measure to enhance brand value, the with time the company wouldgenerate the risk of losing the brand quality as a whole.
It is true that themeasure might not seem essential at present however it would ensure thelong-term goal of the firm to get acknowledgment and experience popularity ofthe company product/service.In my opinion I prefer audio-visual learning along theassistance of the teacher in front. This would allow the learning individual toask question about the content. In order to draw and arrange the key factorsdiscussed throughout the videos of presented in the concerned gallery, Ibelieve it is appropriate to use the mind mapping.
It would be helpful toindicate and arrange the major themes along with sub-themes for betterunderstanding of the study. Considering the videos provided for the assessment,the key theme is the concept of brand management. The two branches ofimportance of the theme is brand identity and brand image. It is necessary tomention that the factor of brand identity leads to the achievement of brandimage. Discussion is made about the six factors of brand identity prism, personality,culture, self-image, physique, reflection and relationship.
The othersub-themes are brand equity, brand loyalty and perceived quality.The videos have helped me to get clear comprehension of thedifferent aspects of brand management. In spite of the fact I think it wouldhave been better of the animations were used in the videos to make the contentinteresting and effectively informative in the process. During the discussionof the different key aspects, useful facts could have incorporated to make theinformation look further understandable. In the initial video, I did not findthe images of Madonna relevant with the particular topic of discussion. However,it is true that the author successfully explained the key things necessary forthe appropriate understanding of the topic.
I agree with the author that thephysique of the product is very much important to get customer attention andinterest. I think the videos which are provided in the Kaltura Media Galleryfor explanation of the topic holds sufficient information. I would like to addan introductory part to provide an overview of the topic.
I think it isnecessary to allow the audience to get a primary idea about the topic at aglance. Inclusion of a conclusive section would be helpful. The particularsection would allow the audience to recall the major discussion points of theconcerned topic.
In this way, it would be comparatively convenient for theaudience to keep track of the information of entire study material as a whole.ConclusionIn conclusion, I believe the videos discussing the differentfacets of brand management In conclusion, I believe the videos discussing thedifferent facets of brand management has helped me to a considerable extent tounderstand about the topic with full clarity. The materials that are providedhave enabled me to get thorough knowledge of the particular topic. After the completionof the videos I have understood the difference between brand identity andimage. I have come to the conclusion that brand identity defines the identificationof the organization. The organization take the effort to create its identityalong with a definite message. It refers to the actual goal and objective ofthe company. Brand identity consists of several key factors, important forcompanies or organizations to consider for effective brand management.
It isimportant for the organizations give importance on factors such as physique,relationship, reflection, personality, culture and such in order to enable theorganization to develop its company name as a successful brand concerning customerperception. The company has to give stress on factors such as brand loyalty,brand equity, perceived quality. It is necessary for the organizations to giveproper meaning while constructing the symbol, design of the company logo.
