Brand Management of Amritsar: A Strategic Approach for Tourism

Desklib provides past papers and solved assignments. This report analyzes Amritsar's tourism brand and offers actionable recommendations.

BRAND AND PRODUCT MANAGEMENT ASSIGNEMENT
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Table of Contents
Introduction......................................................................................................................................3
Branding process & Brand image....................................................................................................4
Tourist places in Amritsar...............................................................................................................4
Target markets & Brand elements...................................................................................................5
Appropriate branding.......................................................................................................................6
Effective recommendations.............................................................................................................7
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
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Introduction
The overall experience of various customers can be effectively distinguished within any
particular business organization, product, city or any particular country. Brands are very essential
for enhancing the process of marketing & advertising. The process of “Branding” is very
effective & the most essential aspect for the chosen city “Amritsar” & to implement the effective
business strategies of branding so that the competitive advantage can be enhanced within the
overall city of “Amritsar”. It is very necessary to effectively implement the various strategies of
branding; these are the long-term plans in order to effectively enhance the development of the
city “Amritsar”. The branding strategy includes all the different aspects of the city such as the
changing needs & preferences of customers, their emotions related to the religion & culture &
other environmental factors which are high in competition (Oliveira, 2015).
The complete process of “strategic brand management” includes the elements of planning,
effective implementation, various programs of marketing & all the other essential activities for
building, developing, measuring & managing the standard level of brand equity. The main or the
most essential function of marketing is “Brand Management” which utilizes the various
effective techniques so as to increase up to the perceived value of the overall product line. The
effective target markets can be attracted towards the city of “Amritsar” with the help of the
appropriate brand management through the various associates of positive branding & strong
brand awareness.
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Branding process & Brand image
The main purpose of “branding process” is to identify about the true identity of the city of
“Amritsar” so that the culture of the city can be enhanced to a wide group of people & various
tourists. The complete process of branding is very essential because it makes a memorable
impression on all the target market or tourists who visit the city of “Amritsar”. Enhancing the
brand image in an effective & efficient manner of the city will be very suitable to convey all the
target markets about the culture of the whole city & other beautiful places. The city of
“Amritsar” is the “northwestern Indian state” of Punjab & is only 28 kilometers away from the
border of Pakistan. There are multiple beautiful places in “Amritsar”. It is a complete religious
city including the “Gilded Golden Temple” also called the “Harmandir Sahib”. The Golden
Temple is the holiest gurdwara of the “Sikh Religion”. It is completely surrounded by the
beautiful lake “AmritSarovar Tank” where pilgrims bathe. “Amritsar” was founded in the 16th
century. Along with this beautiful & soulful temple, there are various other beautiful places
whose brand awareness is very essential to be improved & enhanced in order to call & attract the
huge target customers or market including the “Gobindgarh Fort and Ram Bagh” which were
built by “Maharaja Ranjit Singh”, he was the founder of “Sikh Empire”. “JallianwalaBagh” is
also the most evocative monument which shows up & illustrates the struggle of multiple freedom
fighters. Another visiting place is “Khalsa College” which was established by the visionary
leaders in the early 20th century (Oliveira, 2015). This college turned the city of “Amritsar” into
the hub of education.
Tourist places in Amritsar
The city of “Amritsar” is the well-rounded destination for all the tourists from all over the
World; it is popular for all its traditions, culture & Sikh religion. It is also very popular for its
beautiful market which is now directly linked to the route of the Golden Temple. The complete
market is full of small shops & Punjabi dhabas including the delicious & tasty food items such as
the kulchas, chola-bhaturas, tandoori chicken & fried fish. There are very small shops which are
popular for sweet lassi which is the specialty of Punjab & Amritsar (Melewar & Nguyen, 2014).
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The complete is the city is the place of worship which includes the old bazars, historical
monuments, traditions & colorful festivals. Another most visited place for tourists in “Amritsar”
is the border of India & Pakistan which is called as the “Wagah Border” where jawans of both
the country meet with each other & a very beautiful as well as the energetic parade is being
conducted together. Apart from being such a delightful place, it is very difficult & challenging to
enhance the brand awareness & brand management of the city of “Amritsar” as compared to
increasing the brand of any particular product. Enhancing the brand awareness of the product or
any business organization is less challenging as compared to enhancing the brand of a particular
city. It can be illustrated more effectively with the help of an effective example; there are various
factors which do not affect the brand awareness & management of the particular product such as
the toothpaste but they affect the brand of the whole city (Gartner, 2014). The visiting of the
target market or customer is being affected by the climatic changes, holidays of student & major
festivals celebrated in the Golden Temple. But none of the factors affects the utilization & sales
of toothpaste as it is constantly & regularly used by all the people. The visitors visit the Golden
Temple while considering the major factors such as the changes in the climate and holidays
available to the children. There are multiple people who visit the Golden Temple every year on
the eve of “Guru Nanak Jayanti”. In all these ways, the branding of the city is more challenging
as compared to the branding of any particular product.
Target markets & Brand elements
The identified target markets for visiting the city of “Amritsar” include the tourists, old religious
people and the groups of young students. The various brand elements are to be communicated to
all these identified target markets in an effective & efficient manner. The key elements of
branding include the brand position, brand promise, brand personality, brand story & brand
associations. The position of the brand describes that all the target customers should be
effectively communicated about the beautiful culture & religion of the Golden Temple in
Amritsar (Gartner, 2014). The beauty of the complete Golden Temple should be known to all the
target markets so that they can plan the visit in the city. Brand promise is other effective element
which states the management of “Golden Temple” should consider all the essential needs &
requirements of all the visitors, like some of them may suffer the issue of staying or they may
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feel hungry after spending too many hours in the Temple, for this the special Langar is provided
to all the visitor on each & every day & also for two times even at free of cost. Another effective
element is the brand personality according to which the beauty of the Golden Temple is being
enhanced from both outside & within the whole temple (Zhang, et.al. 2014). All the expectations
of the visitors should be accomplished & taken care off by the management of the temple in a
suitable manner. The brand story is another effective element according to which the complete
story behind the establishment of the Golden Temple should be illustrated in the short summary
while communicating this major element to the target markets. All those activities which are
being enhanced in the temple should be communicated in accordance with the element of the
brand story. The last element of branding is the brand associationswhich means the image, logo,
colors or the name by which the particular city “Amritsar” will be known. The city of “Amritsar”
is well known for the golden temple, its culture, religion, food & other tourist places such as the
Wagah Border &Jallianwala Bagh (Grohs & Reisinger, 2014).
Appropriate branding
All these identified effective elements of branding should be communicated effectively &
efficiently to all the identified target markets so that the level of challenge can be reduced of the
branding of the city of Amritsar. There are various ways in which these elements can be
communicated such as through the television, digital media, short movies or nay other
technological source. The television is the best & the most appropriate source through which the
branding can be enhanced by the city of “Amritsar”& of Golden Temple. There is no doubt that
the way or the method of digital technology is very wide & almost all the youngsters are very
much addicted towards the internet applications but it has to be noticed that the old people do not
access the digital applications or technologies because of which these effective elements cannot
be communicated to the old people (Ahuja, 2014). Therefore, it has been recommended that the
brand elements should be communicated with implementing a balanced way or method. It means
that in order to attract the young generation & to involve them in the culture or religion to
enhance the peach of their mind, it essential that these branding elements should be
communicated though the digital media so that they visit the religious city of “Amritsar”& can
spend some of their time in the Golden Temple. And also to attract old people, the best way or
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the method for communicating brand elements is the television (Griffin & Raj, 2017). Hence,
both of these methods are to be enhanced & implemented in a balanced way. This balanced way
of branding is the most appropriate branding for enhancing the effective communication of all
the identified elements of the brand. To increase brand awareness & to enhance the elements of
branding in a successful manner, various strategies of branding can be enhanced in an effective
& efficient manner. The various aspects of branding can be affected which are directly linked to
the various different emotions, needs, requirements & the surrounding environment. The long-
term development plan can be enhanced in relation to the successful brand. Until & unless, these
identified elements will not be effectively communicated to all the target markets, they will not
be able to know about the beauty of Golden Temple & also they will not visit (Habibi, et.al.
2014). Therefore, all the elements of the brand are to be communicated in an effective &
efficient manner.
Effective recommendations
The particular result of various different experiences of the consumer is called as the “Brand
Perception” in relation to the specific brand. Under this, the experiences which are being
enhanced by visitors of their journeys for visiting the different tourist places in the city of
“Amritsar” such as the Golden Temple, Wagah Border, Jallianwala Bagh & many more are
being included under it. The process of branding includes the different stages from the initial
point till the ending point, i.e. from the brand awareness up to the loyalty towards the brand, the
interaction of both these terms & their different experiences together form into the brand
perception (Huang & Sarigöllü, 2014). It is very essential to consider those effective points
because of which the beautiful journeys of various customers or the target markets can be
affected at any of the particular tourist places in the city of “Amritsar”. All the types of opinions
are to be considered that may be result into the negative or positive manner because the positive
opinions of various tourists will help out the city of Amritsar to share these views & their
beautiful journeys with all the other people who have the look to visit the city, whereas on the
other hand, the negative views or opinions will help out the city or particular tourist place to
check out the deficiencies as per the opinion was given by the particular group of people who
visited. In accordance with those opinions, the effective measures can be taken & implemented
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so that these views & opinions could not affect the beautiful & religious journey of other tourists
or visitors. Also, those opinions are to be essentially considered in order to increase the level of
brand perception (Pieters, & Wedel, 2012). Following are the effective & efficient
recommendations which are to be implemented & followed up by the management of tourist
places in the city of Amritsar in the context of increasing the level of brand perception:
 It has been recommended that all those target markets or the tourists are to be taken care
of who is for the longer period of time or who are visiting the place or the city will be
regular. An effective example of this is the old people & the religious people because
they visit the Golden Temple each & every year to enhance the peace in their mind.
 Another effective way is to attract the new customers so that they can be attracted
towards the new shops for the longer period of time which are near the tourist places like
the small shops near the Golden Temple.
 Social media is very appropriate & a suitable way to attract the youngsters in order to
enhance the sense of sentiment. Also, the most effective reviews can be identified with
the help of various online applications so that the effective measures can also be taken
by looking to the online reviews also. The effective suggestions can also be implemented
to attract a huge number of tourists & visitors in the city of Amritsar.
All the above are the effective recommendations which can be implemented by various tourist
places, especially by the management of the Golden Temple as it is the most visited tourist place
in the city of Amritsar. Therefore, all these are to be applied & implemented very carefully & in
effective as well as in an efficient manner.
Apart from the brand perception, the term brand equity is also equally essential to be enhanced
as that of brand perception. The term “Brand Value” determines the value for having any well-
known or popular brand on the basis of which the higher amount of revenue can be generated
from the brand owner from the factor of the brand recognition. The brand equity of all the
different tourist places can be created with the help of making those places very memorable,
peaceful, enjoyable, easily recognizable & very superior in its reliability (Labrecque, 2014). This
concept of brand equity is very essential in order to again invite & attract the target markets to
tourist places in the city of Amritsar. On the basis of all these factors, the people will definitely
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get attracted to the places &the whole city. Although the climatic changes may affect the number
of visitors in the city these can be balanced during the seasons where there is a large length of the
public is being found. There are some regular visitors who visit the Golden Temple during the
summer vacations hence the suitable arrangements should be made in a successful manner so
that they may not feel low while visiting the temple or any other tourist place. Therefore, the
proper arrangements need to be done & enhanced in the complete effective & efficient manner.
Following are the effective things which are to be considered in the appropriate manner so that
the standard brand equity can be created & also it can be increased up to the maximum level:
 Implementing the most effective & appropriate strategies of branding to make the brand
most feasible & also it can be easily identifiable. In order to execute the most effective
strategy of the brand, it is very essential to enhance the complete process of planning,
communication, coordination & all other effective methods.
 The communication strategy is another effective measure. The lack of communication
will not be enhanced into the effective creation of brand equity. It is very essential to
develop & also maintain the strong as well as the effective communication with all the
target markets through the online applications, social or digital media or through the
source of television (Labrecque, 2014).
 The brand equity can be created in an effective manner as because it offers the
competitive advantage & helps in identifying all those needs & requirements which are
not being fulfilled during their journey of tourism. It is very necessary for all the tourists
to remember the places they visited as only then they will visit again.
 All those factors are to be considered very effectively which can hinder the reputation of
any of the tourist place in the city of Amritsar. To eliminate all the measures, the
professionals are to be kept by the management so that the high level of reputation can be
maintained very effectively & efficiently.
 The strong & the most effective relationships are to be developed & maintained with all
the target customers/ markets so that the value of a brand can be increased & enhanced in
an appropriate as well as the suitable manner.
 The last thing which is to be considered in an effective manner is that it is very essential
to keep all the different target markets happy so that they can visit the tourist regularly,
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every year in the Golden Temple. Also, the new innovations should be enhanced during
every year so that the target markets can see the new things apart from the old ones.
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Conclusion
It has been concluded that branding it to be enhanced by each & every business organization in
the complete effective & efficient manner. Under this, it is very necessary for all the places of
tourist in the city of Amritsar to effectively enhance the branding so that they can be easily
memorable, recognizable & attractable by all the different targets markets. The targets markets
are also been evaluated in accordance with their needs & requirements. The concept of branding
strategy, branding perception & brand equity is being identified & enhanced. The different
elements of branding are also been considered in an effective & efficient manner which are very
necessary to be enhanced to create the brand equity & to call up the target markets in the city of
Amritsar each & every year. The complete importance of Golden Temple is also been identified
& enhanced. In the end, the effective recommendations are also being identified & illustrated in
accordance to create, develop & increase the complete process of branding in a suitable &
appropriate manner.
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References
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134-148.
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