Comprehensive Report: Amazon's Global Brand Management Strategies

This report provides a detailed analysis of Amazon's global brand management, examining its brand creation process, current strategies, and brand value. The report delves into the foundational aspects of brand management, including the importance of customer relationships and brand perception...Read More

Global Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
PART 1: BRAND CREATION AND MANAGEMENT...............................................................1
Presenting the brand creation from inception up to its contemporary management...................1
PART TWO: BRAND STRATEGY...............................................................................................3
Evaluating the brand's current strategy.......................................................................................3
PART THREE: BRAND VALUE...................................................................................................5
Evaluate the brand's current value including equity...................................................................5
TASK 2 ..........................................................................................................................................7
1. Critical evaluation of Impact of brand on consumers ............................................................7
2. Provide a critical evaluation on the impact of culture on brand strategy..............................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Brand Management is the planning on which how a brand is perceived in the market.
Such that a good relationship with the target market is quite essential for every brands.
Moreover, a global brand management also develops a promise that a particular brand is
providing the best quality of products to their customers (Heding, Knudtzen and Bjerre, 2015).
Moreover, the report is mainly focused on the brand management and helps to understand the
deep meaning of it. The chosen firm for this report is Amazon which is one of the best e-
commerce multinational company in UK who provides all the items online. As per the revenue
and market capitalization, the firm is considered one of the largest e- commerce marketplace in
world.
Report provides and helps to understand how the brands are created and manages at
global context and further it critically evaluates the global brand strategy which includes cultural
and some ethical issues. Further report also analyse brand value by using the brand equity
measurements technique i.e. CBBE model. Moreover, the report also describe the brand concept
and it directly links to the psychology and then it critically evaluates the brand strategy which
also includes the cultural and ethical issues as well.
TASK 1
PART 1: BRAND CREATION AND MANAGEMENT
Presenting the brand creation from inception up to its contemporary management
Brand management is the important consideration which helps to make memorable
impression on consumers of Amazon. In addition to this, it is also allowed to customers and
clients to know their expectations from the business. There are several areas used to develop
brand which includes advertising, customer services, promotional merchandise, etc. This is
because, strong brand image influence current and prospective clients responses for products and
services. It is essential for business logo and graphics that identify to align with attitude,
aspirations and needs of target audience (Brooks and Anumudu, 2016). Brand name is given to
identify and differentiate from others. As a result, communication is more essential consideration
that is integral part in strategy. Many small enterprises overlooking to branding efforts because it
assists to increase values which provide direction and motivation to staff members. Furthermore,
it also helps to acquire new customers easier in the company. In the business, it is important to
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take all legal decisions to domain name for accomplish goals and objectives. As a result, it is
essential to design brand image and convey exactly to staff members easily (Steenkamp, 2017).
Heritage: With the help of heritage, brand creation and management consider important
role to make it competitive. Branding strategy helps marketing oriented leaders and professionals
to build strong brands (Rosenbaum-Elliott, Percy and Pervan, 2015). Amazon determines classic
products and services which helps to often long term effectiveness. This also helps to lead with
positioning which is important part of marketing plan. Heritage brand also helps to explore
reflect with several ranges of customers. Bringing heritage identity centred lifestyle of customers
that is the biggest impact on bringing bigger consideration. Furthermore, in the chosen business
heritage brand customers are embrace deeply with their lifestyle. Successful heritage brand
feature consider interview with their customers to have active communities on social media. As a
result, it helps to make significant efforts to engage with more people. Heritage brands are most
important part for commercial consciousness (Bartsch, Diamantopoulos and Chumpitaz, 2016).
Hence, take steps to connect customers show pride which is important for increasing reaching
towards people.
Identity: Brand is the perception of Amazon in all over the world. With this regard,
marketing practices actively shaping with distinctive brand so that it can be defines as collection
of brand elements which company creates to make right image of customers. In order to
accomplish desire results, it can be stated that with the help of brand audit right target audience
consider with meaningful way (Steenkamp, 2017). It helps to establish unique value proposition
and messaging statements. With consideration of branding efforts, the chosen business must
assess their core philosophies with its mission statement and values. It is essential to determine
effective brand that truly represent enterprise. Building right outcomes for target audience helps
to evaluate profession, social preferences, age, gender, etc.
Along with this, in the selected business there are several strategies implemented that
helps to develop successful brand. For instance, it considers appropriate channel for target
audience with using different social media channels such as Facebook, Twitter, LinkedIn, etc.
(Brooks and Anumudu, 2016). It helps to develop content marketing strategy which
communicate for its target audience. Furthermore, it is essential to establish intrinsic value to the
consumers which not be changed over time. As a result, to remain with competitive it is essential
to look upon unique perspective. Moreover, brand identity is a way to communicate with the
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world which differentiate from competition and increase brand experience to encourage people
to engage with customers.
Awareness: In Amazon, there are several ways to increase brand creation with
awareness. It influences to display art and other product. With the help of inviting influencers
into niche is a great aspect to increase more brand awareness and hopefully it drives to increase
more sales. With the help of branded packaging, it can be recognise that potential customers are
attracted which is correctly associated with particular products (Lasserre, 2017). In target market,
brand awareness helps to accomplish primary goal with advertising. Furthermore, with the help
of building brand experience for customers, it can be stated that at customer engagement levels
improvements in the business ascertained which would be beneficial to maintain loyalty of
customers. With the help of custom design, the chosen business using their own logo and
branding to make loyalty of followers.
Moreover, the selected enterprise turn leads into profitable sales so that brand can be
successfully recognise to target market. Brand awareness is the primary goals of advertising to
increase more experience. In it contemporary management, brand awareness is important to
launch new products and services which drives for consumer decisions which differentiating
between competing companies (Heding, Knudtzen and Bjerre, 2015).
PART TWO: BRAND STRATEGY
Evaluating the brand's current strategy
Brand strategy defines as a promise that is make which clearly reflect the brand image.
Further it also includes the logo, colour palette and slogan which creatively convey the brand to
their customers. The brand strategy of Amazon is also leads to create high competition in market
such that as the firm is operates its unit at global level and to sustain in market, it is quite
essential for the firm to increases their customers and raise their company's productivity as well.
Positioning: As the company's has brand image in market and it operates its unit at
global level such that the Amazon's brand strategy's basically uses the following two types of
positioning such as:
Multi- segment positioning: Amazon offer variety of products to their customers and it
successfully exploiting more than one segment at the time (Iglesias, Markovic and Rialp, 2019).
Such that the firm sell their products online and also wants to appealing to their needs for a
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wider range of customer segments. Apart from this, currently the firm sell more than 562 million
of the products and sustain its brand image in market.
Adaptive Positioning: however, it has been critically evaluated that the firm also closely
manages the external marketplace in effective way and it also addresses all the increasing
expectation of their customers by repositioning of their products as well as their services by
changing the segments.
Communication: The firm also communicate its new product through many ways.
Recently the company's brand strategy is to use modern term of promotional tools in order to
communicate with large number of customers. Apart from this, the company also uses e-mails
and hoarding in order to communicate the new development of their products to new customers
(Xi and Hamari, 2019). Moreover, it has been further critically evaluated that the firm also uses
different discounting strategy so that different customers will attract towards it and as a result,
the profitability of the company's will automatically raises. Another brand strategy which is used
by Amazon is such that it uses social media with different Promo codes in which it promotes
with the percentage off discount.
Promise: The company also made different promises to their customers as well as with
their suppliers, such that the firm provide the best quality of products to their customers. As
Amazon is operates in online store, therefore, it has been critically evaluated that the delivery
time of the firm is less than compared to others. This shows that the promises made by the
Amazon are kept. Another promise made by the firm is to be honest regarding to its delivery and
this helps a quoted firm to sustain its brand image in market. As the single application contain a
lot of information and provide a variety of services to their customers with just a single click, this
shows that the customers have greater experience and it also leaves a positive impression upon
the firm (Hunt, 2019).
Apart from this, it is further critically evaluated that technology also enhances the
customers experience in better way and this is not the only path for the success. But even, the
Amazon also continues to do innovations that helps to meet out the demands of their customers
in well manner. This shows that the Amazon is successfully completed its promises and helps to
sustain its brand image in market.
Experience: It is the another brand strategy in which the employees plays an effective
role. Such that the firm provide a better experience to their customers by providing them a better
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products to their customers. Apart from this, it is also critically evaluated that if the firm provides
a better experience to their consumers and this can be possible only through the best quality of
products. Though there are various strategy that is implemented by the firm in order to raise its
brand image in market and provide a good shopping experience to their customers. But on the
other side, there are still some shortfall that affect or damage its brand as well and this can be
improved by providing a good quality of products with reasonable and affordable prices (Pappu
and Christodoulides, 2017).
Thus, overall it has been analysed that the brand strategy of Amazon relate to shopping
experience is different from others and it is also analysed that the firm always apply different
marketing tactics in order to sustain its brand image in market.
PART THREE: BRAND VALUE
Evaluate the brand's current value including equity
Brand equity is that phrase which is used in the marketing industry that helps to describe
the value of the company using their brand name. Further it is also refers to the value of the
brand. In order to determine the brand equity, the CBBE model is used (Çifci and et.al., 2016). It
is the customer based brand equity that is basically used to determine how powerful a customer's
attitude is towards a brand and that leads a firm towards a success. It has been further realised
that breaking down customer's based brand equity also helps to understand the demands and
wants of the customers. That is why using CBBE model will helps to determine the Amazon's
brand equity and this is as follows:
Salience: It is the first level under which the Amazon provides all the types of products
to their customers with the best quality at reasonable rates. The stage helps to quantify both the
depth and the breath of the customers' awareness of a brand (Keller, 2016). The level also shows
the position of the brand at global level and in the context of Amazon, the company also operates
its unit at all over the world and it has been further analysed that it also have different rivals, that
is why the firm always offer their products at different discount, which helps to maintaining its
customers base and further helps to sustain its brand image in market also.
Performance : Amazon provides the wide variety as well as range of products to its
customers. Business entity keep the price of their products low as compared to other retailers.
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Since last few years, Amazon have been successful in gaining the loyalty as well trust of
customers. Firm has been successful in achieving such objectives by delivering defect free as
well as quality products to customers. Robust distribution channel has provided an organisation
an ease in making fast delivery of goods and services. Prime delivery services offered by an
organisation. The goods as well as services are delivered by company within two days. Primer
delivery service strategy has helped an enterprise in achieving leadership position in an industry.
Brand imagery : An enterprise serves all most all market segments. Amazon sell s wide
range of products. The two factors or activities which has assisted an enterprise in gaining the
popularity among consumer is fast delivery and quality service. Prime delivery service strategies
has helped an organisation in developing positive impression on mind of customers. Amazon
focus on safe packaging of goods which has assisted business entity in positioning itself as most
reliable brand. There are approximately seventy-six million customer amazon have this figures
indicates that an organisation has good brand image in the market. It is required by an
organisation to focus on improving the quality of services, as this strategy will assist an
organisation in maintaining its reputation as well as ,leadership position in an industry.
Brand Judgement : Many measures as well as initiates are taken by Amazon in order
top deliver products safely to customers. This activity has assisted firm in getting the recognition
as high quality product retailer. After sales strategy has assisted an organisation in becoming the
most credible brand. By making effective deliver Amazon has able to influence as well as attract
more number of customers.
Brand Feeling: An enterprise has developed the secure payment gateway with the
support of networking security companies. This secure payment gateway has been created in
order to gin customer confidence. By making the purchase from Amazon customer feel secured.
In addition to this, an organisation also provide cash on delivery option to its customers. An
organisation provides customer with easy access to information related to manufacture, product,
other customer review etc. which provides people an ease in making decisions. Business entity
also provides free shipping on few products, which has assisted an organisation in influencing
people to buy specific item or services. Customer can gain memorable experience by making
purchase of products or service from Amazon. An organisation also provides customer
information related to the delivery date of products, delivery shipment notifications and update
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facilities. Overnight discount scheme has been launched by company in order to attract
customers. By making purchase during nigh customer can buy products or services ta low costs.
Resonance: An enterprise has recently launched Amazon dash, it is basically a Wi-Fi
enabled magnetic device that can be attached to washing machine, refrigerator etc. Customer by
just one click can order products. In addition to this, an organisation also provide extra services
to customers. Amazon dash launched by an organisation has assisted business entity in gaining
competitive advantage.
Amazon has been provided with recommendation to built an online community platform.
By building the online community platform, an organisation can engage customer in business. In
addition to this, an enterprise by implementing the strategy of creating online community can
enables consumer to provide their suggestion as well as allow them to share their experience.
Thus, it has been realised that Amazon is one of the top and leading brand and its equity is also
realised through this which further describe by different model that is used as above and further
it also shows that equity of quoted firm will be realised that breaking down customer's based
brand equity also helps to understand the demands and wants of the customers.
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REFERENCES
Books and Journals
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customer equity in retail brands. Journal of Business Research.69(9). pp.3740-3747.
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job satisfaction, brand commitment and intention to stay. International Journal of Bank
Marketing. 33(1). pp.78-91.
Du Preez, R., Bendixen, M. and Abratt, R., 2017. The behavioral consequences of internal brand
management among frontline employees. Journal of Product & Brand Management.26(3).
pp.251-261.
Heding, T., Knudtzen, C. F. and Bjerre, M., 2015. Brand management: Research, theory and
practice. Routledge.
Hunt, S. D., 2019. The ethics of branding, customer-brand relationships, brand-equity strategy,
and branding as a societal institution. Journal of Business Research. 95. pp.408-416.
Iglesias, O., Markovic, S. and Rialp, J., 2019. How does sensory brand experience influence
brand equity? Considering the roles of customer satisfaction, customer affective
commitment, and employee empathy. Journal of Business Research, 96, pp.343-354.
Jugenheimer, D. W., Sheehan, K. and Kelley, L. D., 2015. Advertising media planning: a brand
management approach. Routledge.
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Pappu, R. and Christodoulides, G., 2017. Defining, measuring and managing brand equity. The
Journal of Product and Brand Management.26(5). pp.433-434.
Percy, L. and Pervan, S., 2015. Strategic brand management. Oxford University Press, USA.
Rauschnabel, P. A. and et.al., 2016. Brand management in higher education: the university brand
personality scale. Journal of Business Research.69(8). pp.3077-3086.
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Rosenbaum-Elliott, R., Percy, L. and Pervan, S., 2015. Strategic brand management. Oxford
University Press, USA.
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Online
Cultural theory of Branding. 2019. [Online]. Available through:
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