Brand Management of ABS Network docx.

Managing a brand in an international context International brands have to provide suitable and acceptable product or service offering in order to be successful in meeting customers’ needs and wants. Choose an International company and critically evaluate the factors affecting its international brand, product or service management activities. Marking Criteria While marking, tutors will look for evidence on how well you have addressed the question / issues. Key points are as follows (not necessarily in this format or headings / subheadings). Introduction: A brief introduction that provides the purpose of the report or its objectives and how the report is structured. Interpreting the question - this ideally should be clear within the introduction along with background / context. Findings -Addressing the question / topic: The main body of the report where the question is addressed. 

Running head: BRAND MANAGEMENT
BRAND MANAGEMENT: AN ANALYSIS OF ABS NETWORK
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Table of Contents
1.0 Introduction................................................................................................................................2
2.0 Brand Management of ABS Network........................................................................................2
3.0 Factors affecting the Brand Management of ABS Network......................................................3
3.1 Ability to meet the customer needs and requirements...........................................................3
3.2 Quality...................................................................................................................................4
3.3 Positioning.............................................................................................................................4
3.4 Marketing Activities..............................................................................................................5
3.5 Conclusion.................................................................................................................................6
References........................................................................................................................................7

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1.0 Introduction
The purpose of this report is to undertake an analysis of the brand management of ABS
Network of Jordan while focusing on the most important factors which influence the brand
management of the concerned corporation. Burmann et al. (2017) are of the viewpoint that
process of brand management used by the contemporary business corporations is heavily reliant
on the ability of the corporations to meet the customer needs or requirement, the quality of the
services or the products offered by them, their market positioning, the marketing strategies used
by them and others. More importantly, it had been seen that the process of brand management
becomes especially from the perspective of the business corporations operational globally since
the buying behavior of the consumers is largely reliant on the manner in which they perceive the
brand (Chernev 2018).
2.0 Brand Management of ABS Network
The Arab Broadcasting Services network, established in 1993 and headquartered in
Amman, is a media, broadcasting and news service provider network operational in the nation of
Jordan (Absnmedia.com 2020). The corporation is known for the high quality of Satellite news
gathering (SNG), electronic news gathering (ENG) technology services, studio services, retailing
of films, new coverage services and others that it offers through Middle East (Absnmedia.com
2020). More importantly, it had been seen that the concerned corporation taking the help of the
process of globalization had expanded its operations in the other nations of the world like USA,
Afghanistan, Cairo, Iraq and others (Absnmedia.com 2020). Furthermore, presently it is seen that
the concerned corporation is paying special attention to the process of brand management for the
development of a positive brand image among its consumers and thereby to improve its financial

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performance. Moreover, the corporation is also emphasizing on the coverage of the news stories
or the retailing which are as per the demands shown by its target market along with the usage of
adequate marketing strategies so as to positively improve the perception of the consumers
regarding the concerned corporation. These in short are some of the most important processes
which are currently being used by the corporation under discussion here for the adequate
management of its brand.
3.0 Factors affecting the Brand Management of ABS Network
3.1 Ability to meet the customer needs and requirements
Burmann et al. (2017) are of the viewpoint that the brand image of any corporation
significantly depends on the extent to which it is being able to meet the needs or for that matter
the requirements of its customers or integrate the same within the services or products offered by
it. Adding to this, Veloutsou and Guzman (2017) have noted that this is important since it
enables the corporations to earn the satisfaction or the loyalty of the customers which in turn not
only helps them to substantially improve their financial performance but also the manner in
which the concerned corporation or the brand is being perceived by its customers as well. In the
particular context of ABS Network, it is seen that the concerned corporation undertakes regular
market surveys or marker researches, collects feedbacks from the customers and undertakes
similar activities so as to understand the needs, demands or the requirements of its customers.
This information is then being used by the corporation for the selection of the films which would
be retailed by it, the news stories which would be broadcasted by it and for other similar
activities. This effective consideration or for that matter the integration of the needs, demands

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and the requirements of the customers within the services offered by ABS Network had enabled
it to not only enhance its financial performance but also to adequately manage its brand as well.
3.2 Quality
As discussed by Urde (2016), quality is an important attribute or factor on which the
brand management process used by a particular corporation substantially depends. Adding to
this, Ansari and Riasi (2016) have noted that if the quality of the services or the products offered
by a particular corporation is high or good then it is more likely that the customers related to the
concerned corporation would perceive the brand in a positive manner and vice versa. According
to theory of brand loyalty, the corporations in order to earn the loyalty of their customers need to
form an emotional connection with them which in turn would influence them to opt for the
services or the products offered by them (Chernev 2018). An important way through which the
corporations can attain this particular end is by focusing adequately on the entity of quality
which in turn would not only enable them to form an emotional connection with their customers
but also to earn their loyalty as well. In the particular context of ABS Network, it is seen that the
concerned corporation places special focus on the quality of media or broadcasting services
which are being offered by it to its users. Furthermore, the corporation takes the help of a
stringent quality parameter for ensuring the fact that the quality of the films retailed by it and
also the news or the media stories broadcasted by it are on par with the industry standards and
also as per the quality expectations of the consumers as well. This in turn had helped the
corporation to create a positive brand for its corporation in the media and broadcasting industry
by forming an emotional connection with their customers which in turn had enabled the
corporation to earn their loyalty as well.

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3.3 Positioning
According to Bowman’s matrix, there are two ways through which the corporations can
attain a unique positioning within the business markets of their operation, namely, by focusing
on the attribute of quality or by focusing on the attribute of cost (Guillén and Rubio 2019).
Esfahani and Zaafaranlou (2017) are of the viewpoint that the attribute of market positioning is
important since it enables the corporations to perceive the brands in an effective manner which in
turn significantly influences their buying behavior as well. In the case of ABS Network, it is seen
that the concerned corporation focuses effectively on the aspect of quality for the purpose of
attaining a unique positioning within the media and broadcasting industry of the Middle East,
USA and the other nations in which it is presently operational.
3.4 Marketing Activities
Veloutsou and Guzman (2017) are of the viewpoint that the marketing strategies or for
that matter the marketing campaigns which are being used by the corporations for promoting or
advertising the services or products offered by them are an important factor that influences the
brand management process used by a corporation. Adding to this, Burmann et al. (2017) have
noted that this helps the corporations to familiarize their customers with their brand, the nature or
the kind of services or products and other facets of their corporations which in turn help them to
influence the buying behavior of their customers. The marketing activities undertaken by the
corporations are in synchronicity with the precepts of the branding theory which states the
corporations are required to assign a name to their brand, make their customers aware of the
brand along with the services or the products offered by the same, establish an effective
relationship with their customers and also attain competitive edge without comprising their
values (Guillén and Rubio 2019). In the particular context of ABS Network, it is seen that the

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concerned corporation actively takes the help of different digital marketing strategies like social
media marketing, content marketing, e-newsletters and others for conveying important
information to its customers related to the corporation, the nature of the services which are being
offered by it and others. Furthermore, the marketing activities undertaken by the corporation had
enabled it to make its customers aware of the brand, the services offered by it, establish an
effective relationship with them and also to acquire competitive edge without sacrificing its
values or integrity. This in turn had helped the corporation to familiarize its customers with its
brand and thereby also enabled it to create a positive brand image of the corporation among its
customers as well.
3.5 Conclusion
To conclude, the process of brand management is often being used by the different
corporations for the purpose of creating a positive brand image and thereby to influence the
buying behavior of its customers as well. More importantly, it had been seen that there are
various factors like quality, marketing activities, positioning, ability of the corporations to fulfill
the needs or the requirements of the customers and others which influence the process of brand
management used by the corporations. These attributes not only helps the corporations to form
an effective brand but also to earn the loyalty or the satisfaction of their customers as well which
in turn enables them to acquire the required success. Thus, the corporations willing to effectively
manage their brand need to take into account these factors. These aspects of brand management
become apparent from the above discussion of the same in the particular context of the
corporation, ABS Network.

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References
Absnmedia.com 2020. ABS Network | ABS Network. [online] Available at:
https://absnmedia.com/ [Accessed 14 Feb. 2020].
Ansari, A. and Riasi, A., 2016. An investigation of factors affecting brand advertising success
and effectiveness. International Business Research, 9(4), pp.20-30.
Burmann, C., Riley, N.M., Halaszovich, T. and Schade, M., 2017. International Identity-Based
Brand Management. In Identity-Based Brand Management (pp. 291-312). Springer Gabler,
Wiesbaden.
Burmann, C., Riley, N.M., Halaszovich, T. and Schade, M., 2017. Strategic Brand Management.
In Identity-Based Brand Management (pp. 91-172). Springer Gabler, Wiesbaden.
Burmann, C., Riley, N.M., Halaszovich, T. and Schade, M., 2017. The concept of identity-based
brand management. In Identity-Based Brand Management (pp. 17-90). Springer Gabler,
Wiesbaden.
Chernev, A., 2018. Strategic brand management. Cerebellum Press.
Esfahani, A.M. and Zaafaranlou, A., 2017. Providing Structural Model of Factors Affecting on
Brand Equity. Journal of Economic & Management Perspectives, 11(4), pp.1119-1129.
Guillén, M.J.Y. and Rubio, N. eds., 2019. Customer Loyalty and Brand Management. MDPI.
Urde, M., 2016. The brand core and its management over time. Journal of Product & Brand
Management.

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Veloutsou, C. and Guzman, F., 2017. The evolution of brand management thinking over the last
25 years as recorded in the Journal of Product and Brand Management. Journal of Product &
Brand Management.