Brand Management Analysis: Carousell's Brand Placement in Bond Movies

This report provides a comprehensive analysis of Carousell's brand management strategy, focusing on its potential brand placement within the Bond movie franchise. It explores the external environment, the Bond brandscape, and co-branding opportunities. The report discusses the strategic implementation of brand placement, including the use of marketing channels and the selection of the character 'Ernst Stavro Blofeld' to promote Carousell's products. The analysis considers the impact of the internet and social media on branding, emphasizing the importance of creating a strong brand image to attract and retain customers. The report highlights the significance of the Bond movies in shaping brandscapes and how Carousell can leverage this to reach a wider audience, including the effective use of digital and social media marketing strategies.

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BRAND MANAGEMENT ANALYSIS
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Author Note

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Executive Summary
The report is based on the study of branding and brand management activities that are
performed by an organization in the modern business environment. The brandscape that is
provided by the Bond movies has been considered for the analysis. Carousell has been
selected as a brand that will be promoted in the upcoming Bond movie that is about to release
in the year 2019. The report has provided details on the character that has been chosen for the
purpose of promoting the brand in the Bond movie. The marketing channels that can be used
for the purpose of developing the brand promotions are also an important parts of the
discussion.

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Table of Contents
Introduction....................................................................................................................3
Analysis based on external environment and Bond Brandscape...................................4
Co-branding opportunity offered to the organization and Bond brand..........................6
Strategy related to brand placement that will be implemented......................................7
Conclusion......................................................................................................................9
References....................................................................................................................10
Appendices...................................................................................................................12
Appendix 1...............................................................................................................12
Appendix 2...............................................................................................................12
Appendix 3...............................................................................................................13

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Introduction
As discussed by Atwal and Williams (2017), the strategies that are developed by
different organizations are based on the brands that can provide a sustainable advantage in the
industry. The levels of competition that currently exist in the market are able to affect the
brand management and branding process of the organization. The presence that is developed
by an organization by highlighting the differentiations from its competitors is considered to
be a major factor that can help in increasing the levels of attraction and retention of the loyal
consumers. The campaigns that are developed by the organizations order to communicate
with the customers in an effective manner are an important part of methods that are
implemented for maintaining a customer base. The sales and revenue levels of the
organization are increased with respect to the branding strategies that are implemented
(Balmer, POWELL and BREXENDORF 2018).
The report will be based on the proper analysis of the methods that are implemented
in order to introduce a new organization within a Bond film and the brandscape that has been
developed within the movie. The brandscape that has been formed by the Bond films is a
significant strategy that has been helpful for the development of a position of different
organizations like, Barbour, Acne Studios, Fred Perry, Brioni and Gucci (Beck 2016).
Carousell is the brand that has been selected for the purpose of including it within the
Bond Bradscape. Carousell is a smartphone organization that also provides web-based
consumer-to-consumer services. The company is able to provide a marketplace that helps in
selling and buying second hand goods. The headquarter of Carousell is located in Singapore
and the organization is able to operate in Malaysia, Singapore, Hong Kong, Australia and
Taiwan. The Carousell App is currently available in different Android and Apple devices
(Sg.carousell.com 2019).

4BRAND MANAGEMENT ANALYSIS
Analysis based on external environment and Bond Brandscape
As opined by Borel and Christodoulides (2016), the industrial revolution that has
recently taken place has an impact on the ways by which branding strategies of the
organization have been developed. Branding is based on the production levels of the
organizations and various advertisement related functions that are performed effectively. The
consumers are able to make the decisions based on products and services that they wish to
purchase with the help of the implementation of proper branding activities.
According to Fritz, Schoenmueller and Bruhn (2017), the organizations are also able
to implement emotional branding Gao, Q. and Feng, C., 2016related process in order to
communicate with the customers and develop a connection as well. After the year 1990 aa
major increase has been experienced in the proper development of branding strategies.
Competition in the industry has started increasing in the last few years and the proper
development of brand image is important for reaching the consumers within short periods of
time.
As discussed by Gao and Feng (2016), internet has been able to play a major role in
the ways by which branding process of the organizations are developed. Viral branding and
the content of the advertisements are important for developing the products and services that
are offered to the consumers. The culture that has been formed by an organization consists of
the branding related strategies that have been developed effectively. Branding is considered
to be highly important by the consumers and the manufacturers in different industries.
Brandscape of an organization is based on the collection of various types of brands that are
highly connected in nature and can make a lot of sense (Graham and Mudambi 2016).
According to Heding, Knudtzen and Bjerre (2015), brandscape can sometimes
develop high saturation levels which have affected the daily life of individuals in a huge

5BRAND MANAGEMENT ANALYSIS
manner. The success of a proper brandscape is based on the levels up to which the brands are
involved and are developed by the companies. The activities based on branding are highly
important for forming the values which can increase the presence of the organizations in their
respective industries. Marketing functions that are performed by the companies can provide a
major contribution to success that is gained in the industry (Kohli, Suri and Kapoor 2015).
As discussed by Lee, O’Cass and Sok (2017), the Bond movies have played a major
role in the development of a brandscape that is helpful in forming an image of the individual
brands. The proper placement of products has been a major part of the Bond movies. The
logos that are related to different brands which are depicted in different sequences in the
movie are important for the ways by which the organizations or brands are placed in Bond
movies. The positioning of different brands in the movies are considered to be significant for
the effective revenue development. The Bond movies have aimed at showcasing different
brands that belong to different industries. The various products which are showcased in Bond
movies are mobile organizations and the beverage based companies as well (Lee, O’Cass and
Sok 2017).
Carousell has been able to form a position in the smartphone and technology industry
of Malaysia. The organization aims at using the Bond Brandscape in an effective way in
order to communicate with the group of customers who are a part of the movie going
audience. The effective levels of placement of the brand of Carousell is able to affect the
levels of presence that are developed in the industry. The movie and entertainment industry is
able to attract a large group of target customers of different organizations (Piehler, Hanisch
and Burmann 2015).
As discussed by Punjaisri and Wilson (2017), the levels of motivation which are
provided by Bond movies are important for the ways by which Carousell is able to promote

6BRAND MANAGEMENT ANALYSIS
the products that are offered to the consumers. The strategies related to marketing that have
been developed as a part of the Bond movies are considered to be highly important for the
proper placement of various organizations or brands. The placement of Carousell as a brand
in the Bond movies can be quite expensive for the organization. However, the company has
to take into consideration the alliances that can improve the place that has been formed in the
industry based on technologies (Rosenbaum-Elliott, Percy and Pervan 2015).
Co-branding opportunity offered to the organization and Bond brand
As discussed by So et al. (2018), the process of co-branding can be defined as the
partnership related to marketing that has been formed between the brands that aim to offer
services and products to a particular group of customers. The co-branding opportunities that
are provided to the organizations are mainly related to the various activities like, sponsorships
and advertisements are performed. The levels of involvement of the organizations have an
impact on the benefits that are provided to the customers in an effective manner. The movies
of Bond franchise have provided many co-branding related opportunities to the global
organizations (Rosenbaum-Elliott, Percy and Pervan 2015).
As discussed by Yakimova et al. (2017), Carousell can also use the opportunities in an
effective way in order to communicate with the customers effectively. The target customers
who are a part of the Bond franchise can be influenced by the branding process that is
developed in the movies. The scenes of the Bond movie that will be released in the year 2019
will also be able to showcase the products which have been developed by Carousell.
Technology based products have been promoted in the previous Bond movies and Carousell
can take advantage of the presence of many technology-based products (Balmer, POWELL
and BREXENDORF 2018).

7BRAND MANAGEMENT ANALYSIS
As discussed by Punjaisri and Wilson (2017), the brandscape that has been formed by
the Bond franchise is also quite attractive for the advertisement activities of Carousell. The
mobile phones of Carousell will be depicted in the movie by implementation of visual and
audio representation. The mobile phones of Carousell will be used by a major character of the
movie named “Ernst Stavro Blofeld”. Ernst was a highly significant character of the movie
who has been able to influence the advancements of the story (Rosenbaum-Elliott, Percy and
Pervan 2015). The levels of visibility that can be provided to the mobile phones developed by
Carousell can be high with the help of the significant character of the movie. The platform
that will be provided to Carousell by Bond movies will prove to be highly effective for the
organization (Piehler, Hanisch and Burmann 2015).
Strategy related to brand placement that will be implemented
As discussed by Lee, O’Cass and Sok (2017), marketing communication is an
important factor that has an impact on the position that is developed by an organization and
the proper development of the promotional activities as well. The organizations are able to
form a relationship with the consumers with the proper implementation of branding and
promotion based strategies. The brand concept and its value in the industry is higher in
comparison to the products themselves. The formation of proper value of the brand is a major
part of the strategies that are implemented in various parts of the operations.
According to Heding, Knudtzen and Bjerre (2015), the value that is developed by the
brand is an important part of the ways by which the organizational operations can be
maintained. The managers can develop effective communication process in order to provide
the message to the customers. The marketing managers of the organizations that operate in
the 21st century are responsible for the purpose of promoting the products in various areas or
marketplaces. The brand placement method had started taking place in different movies from

8BRAND MANAGEMENT ANALYSIS
1940. The target audiences of the organizations are mainly the movie goers who are loyal
viewers of the Bond franchise movies (Piehler, Hanisch and Burmann 2015).
As discussed by Lee, O’Cass and Sok (2017), the impact that can be created on
customers by proper placement of brands in the movies is considered to be positive in nature.
Carousell has implemented the strategy based on brand placement is based on the ways by
which the customers can be targeted by offering them the best levels of products. The
communication levels that can be developed by the organizations are also considered to be an
important part of the ways by which effective strategies can be implemented. The
organization can implement the strategy based on social media or digital marketing in order
to reach the customers and develop an awareness related to the products (Rosenbaum-Elliott,
Percy and Pervan 2015).
According to Heding, Knudtzen and Bjerre (2015), the persuasive communication
process that is based on different social media platforms is helpful for creating proper
communication channels. The levels of reach that can be provided by using social media is a
major reason behind its usage. Competition levels in the technology or smartphone industry
are increasing this has increased the importance of proper communication. The opportunities
that are provided by the Bond franchise in order to develop proper placement of the brand of
Carousell are important for the effective organizational operations in the future (Graham and
Mudambi 2016).
According to Heding, Knudtzen and Bjerre (2015), digital networks and social media
are considered to be highly important for the ways by which an organization is able to reach
the consumers within shorter periods of time. Carousell can implement the social media
based strategies in order to develop a loyal customer base in an effective way. The marketing
channels of the organization that are related to the proper placement of products in the Bond

9BRAND MANAGEMENT ANALYSIS
Movies are considered to be important factors that can influence the organizational operations
in a huge manner. Huge number of opportunities are provided to Carousell based on the ways
by which its revenues and levels of profitability can be increased (Piehler, Hanisch and
Burmann 2015).
Conclusion
The analysis in the report can be concluded by stating that Carousell is a major
organization which has the ability to develop its brand in the industry. The brandscape of the
movies is considered to be the most important opportunity that has been offered to the
organization in order to place the company in an effective manner. Brand placement is
considered to be a major factor that has an impact on the ways by which Carousell is able to
continue its operations in the technology based industry. The levels of competitiveness of the
industry is an important factor that has led to the usage of Bond franchise for the purpose of
proper promotion.

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References
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Balmer, J., POWELL, S.M. and BREXENDORF, T.O., 2018. Corporate Branding. Emerald
Publishing Limited.
Beck, S., 2016. Brand management research in family firms: A structured review and
suggestions for further research. Journal of Family Business Management, 6(3), pp.225-250.
Borel, L.H. and Christodoulides, G., 2016. Branding and digital analytics. The Routledge
Companion to Contemporary Brand Management, 94(3), pp.255-268.
Fritz, K., Schoenmueller, V. and Bruhn, M., 2017. Authenticity in branding–exploring
antecedents and consequences of brand authenticity. European Journal of Marketing, 51(2),
pp.324-348.
Gao, Q. and Feng, C., 2016. Branding with social media: User gratifications, usage patterns,
and brand message content strategies. Computers in Human Behavior, 63, pp.868-890.
Graham, J.L. and Mudambi, S.M., 2016. Looking at the future of B2B branding. The
Routledge companion to contemporary brand management, p.271À279.
Heding, T., Knudtzen, C.F. and Bjerre, M., 2015. Brand management: Research, theory and
practice. Routledge.
Kohli, C., Suri, R. and Kapoor, A., 2015. Will social media kill branding?. Business
Horizons, 58(1), pp.35-44.

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Lee, W.J., O’Cass, A. and Sok, P., 2017. Unpacking brand management superiority:
Examining the interplay of brand management capability, brand orientation and
formalisation. European Journal of Marketing, 51(1), pp.177-199.
Piehler, R., Hanisch, S. and Burmann, C., 2015. Internal branding—Relevance, management
and challenges. Marketing Review St. Gallen, 32(1), pp.52-61.
Punjaisri, K. and Wilson, A., 2017. The role of internal branding in the delivery of employee
brand promise. In Advances in corporate branding (pp. 91-108). Palgrave Macmillan,
London.
Rosenbaum-Elliott, R., Percy, L. and Pervan, S., 2015. Strategic brand management. Oxford
University Press, USA.
Sg.carousell.com 2019. Snap to Sell, Chat to Buy for FREE on the Carousell marketplace!.
[online] Carousell. Available at: https://sg.carousell.com/ [Accessed 23 Mar. 2019].
So, K.K.F., Wu, L., Xiong, L. and King, C., 2018. Brand management in the era of social
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Yakimova, R., Mavondo, F., Freeman, S. and Stuart, H., 2017. Brand champion behaviour:
Its role in corporate branding. Journal of Brand Management, 24(6), pp.575-591.

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Appendices
Appendix 1
Appendix 2

13BRAND MANAGEMENT ANALYSIS
Appendix 3