International Brand Management Report: Design by Ashley Expansion

This report provides a comprehensive analysis of international brand management strategies, focusing on Design by Ashley, a London-based fashion brand aiming for sustainable growth. It includes a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, particularly concerning expansion into the Hungarian market. The report also employs the Customer-Based Brand Equity model to understand customer perceptions and brand resonance. A PESTLE analysis evaluates the political, economic, social, technological, legal, and environmental factors affecting the brand's performance. Furthermore, the STP model (Segmentation, Targeting, and Positioning) is used to refine market strategies. The report outlines brand guidelines and communication strategies, including advertising, classic marketing communications, fashion shows, social media marketing, and website development, to enhance brand recognition and value. Finally, it discusses effectiveness measurement using KPIs like customer retention and profit maximization. The analysis suggests strategies for Design by Ashley to effectively enter and compete in the Hungarian market.

International Brand
Management

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Swot Analysis of Design by Ashley............................................................................................1
Customer-based brand equity model...........................................................................................2
Pestle Analysis.............................................................................................................................3
STP Model...................................................................................................................................3
Brand Guidelines.........................................................................................................................4
Communication Strategy of the Company...................................................................................4
Effectiveness measurement..........................................................................................................5
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Global branding can be described as a process which helps the company tp expand their
business in the market. They need to implement different strategies and approaches in order to
become more profitable. They need to identify different strengths in order to achieve an effective
growth in the market. The strategy which the company may includes could be known as
international marketing (Mogaji, 2021). The report aims to analyse about making different brand
management strategies which could help the company to grow their business. Design by Ashley
is a fashion brand which provide various quality products to the consumers. It is a London based
brand which is dedicated to become more sustainable. They ensure that they are providing the
excellent quality products to the consumers. The company also strives to increase the waste
management which is included in the fashion industry. Along with that, there will be evaluation
about different strategies to enhance the quality of the products in new region. This will help
them to attract different customers.
MAIN BODY
Swot Analysis of Design by Ashley
Swot Analysis is a strategic framework which helps the company to identify different
factors. They are able to become more competitive in terms of new marketing conditions. There
are multiple components in this framework which is mentioned below:
 Strengths – This is the factor which the company can improve in order to achieve greater
results in the market. Design by Ashley main strength is that they provide the diversified
and excellent quality products which attract a lot of customers in new region like
Hungary.
 Opportunities – The company can capitalise on different opportunities which will help
them to achieve great results in future. Design by Ashley can dominate the new market
Hungary. They are able to dominate the market with the help of technology.
 Threats – The main threat for the company is that there are multiple competitors which
is present in the new region. Deign by Ashley needs to evaluate different factors in order
to perform better in the new region like Hungary.
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 Weakness – The main weakness of the company they need to become better in the
technological aspects (Greco, and Polli, 2020). This will help them to dominate the
market in an appropriate manner.
Customer-based brand equity model
It is the model which shows the customer attribute towards the success of the brand.
There are four components in this model which is mentioned below:
 Brand Identity – In this stage the customers looks the brand uniquely from other
competitors which is present in the market. In order to expand their business in Hungary
Design by Ashley needs to provide the excellent quality products which will help them to
attain more profits.
 Brand Meaning – The organisation needs to aware the brand in front of different
customers with the help of products (Koo, and Curtis, 2020). Design by Ashley needs to
conduct proper research of the new region in order to make the brand more successful in
the market.
 Brand Response – The company needs to judge the feelings of the customers. In the new
region like Hungary Design by Ashley can provide the products as per customer needs
and wants.
 Brand Resonance – In this stage the organisation measures how the customers are loyal
towards the brands. Design by Ashley can focus on improving different factors which
will help them to improve the brand status and recognition in market. The main focus of
the firm is to capture the market with the help of different strategies and methods.
Conclusion regarding market Entry
There are certain barriers which the organisation needs to evaluate in order to enhance the
business operations in new regions. Hungary is one of the most competitive market design by
Ashley needs to use the strategy of competitive pricing strategy in order to become more
profitable in the market.
Fashion Scene
In the region like Hungary the fashion scene is certainly filled with the new and talented
products. In relation to Design by Ashey they need to provide the quality products to consumers
to attain more profits in this regions. They are bale to attract a lot of customers in this new
region.
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Pestle Analysis
This framework helps the company to evaluate different forces which is affecting the
performance of the firm. There are certain components in this tool which is mentioned below:
 Political factor – In this component there are multiple rules and regulations which need
to fulfilled by the organisation. Design by Ashley needs to follow the new new tax
policies which is abided in the region like Hungary.
 Economic factor – There are certain factors which includes exchange rates, inflation etc.
These can affect the business operations in a significant manner. Design by Ashley needs
to conduct the research which helps them to optimise their overall performance.
 Social factor – These social factors includes the health, population growth rate etc.
Design by Ashley need to observe these factors in the region like Hungary (Podhorska,
Sroka, and Majerova, 2021). Through this they are able to provide better products to the
consumers.
 Technological factor – The organisation can implement the technological advancements
to achieve great results in the future. Design by Ashley needs to concentrate on new
details managing the operations effectively to provide services at a rapid pace.
 Legal factor – The legal factors includes the consumer law, health and safety etc. In
relation to Design by Ashley needs to concentrate on new factors in managing the costs
of the service operations.
 Environmental factor – These are the factors which includes the weather and climate
change. Design by Ashley need to follow different aspects to minimize the waste and
manage the operations effectively.
Mission and Vision Statement
Mission of Ashley – The main mission is to provide the quality products to the
consumers in order to enhance the overall profits in market.
Vision – The vision of Ashley is to manage the working operations effectively to
minimise the waste in workplace. They are able to preserve the environment.
STP Model
This is the model which includes three components through this the organisation can
perform better in different regions.
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 Segmentation – In this stage the organisation can divide the customer base in certain
groups. Design by Ashley needs to achieve great profitability. Their main focus is to
divide the customers into new groups.
 Targeting – Design by Ashley needs to target the customers which will buy their
products and services in the new region like Hungary.
 Positioning – The organisation needs to position them in an effective manner. Design by
Ashley need to make a positive brand recognition in the new region. They need to
provide the products at low rates (Kasemsap, 2018). This will help them to attract more
audience they can also also position them in a better way.
Brand Guidelines
There are certain rules which needs to be followed by the brands in order to attract
multiple customers in the market. Global strategy will help the design by Ashley to improve their
architecture and performance in the new region.
Rebranding the organisation
Design by Ashley can change their corporate image in the region like Hungary by
providing the quality products to the consumers at an affordable rate.
Brand Architecture
Design by Ashley needs to provide the products which can be easily accessed by the
customers. They can focus on enhancing the operations and achieving great results in the future.
Positioning
In the new region like Hungary Design by Ashley needs to position them better by
improving the brand recognition and value.
Communication Strategy of the Company
Design by Ashley needs to attract people with the help of different advertisement strategy
(Heine, and et.al 2018). This will focus on help them generating more profits in the market.
Copy strategy
It will help the organisation to execute and prepare a document which is perfect in very
manner to advertise the product in market.
Classic marketing communications
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Design by Ashley can promote the products in the new region like Hungary with the help
of merchandising the products, They can attract the customers with brochures it will help them to
dominate the new region.
Fashion shows
This is the best way to endorse the products Design by Ashley can organize different
fashion shows to attract the customers and improve the brand recognition in the new region like
Hungary.
Social Media Marketing
The social media platforms could help the organisation to promote their products in an
appropriate manner (Mirzaei, Webster, and Siuki, 2021). They can attract different individuals
with the help of Facebook Instagram, etc. Design by Ashley needs to create engaging content
which will attract a lot of customers in the market.
Website
The company can create the websites through which they can deliver the products online
to the customers. Design by Ashley needs to provide the never imaging experience on the
websites.
Effectiveness measurement
In order to measure the success in the new region design by Ashley can use different KPI
measurement methods which includes the Customer retention, Profits maximization etc (Kato,
2021). This will help them to evaluate their performance in the new region.
CONCLUSION
From the above report, it has been analysed that the organisation can perform better in the
market. They need to formulate different strategies and approaches in order to achieve great
results in future. Along with that, there are frameworks which includes swot analysis, and pestle
which help the company to evaluate different forces. For further instance, there is evaluation
about Stp analysis which helps the company to position better in the new market conditions.
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REFERENCES
Books and Journals:
Greco, F. and Polli, A., 2020. Emotional Text Mining: Customer profiling in brand management.
International Journal of Information Management, 51, p.101934.
Heine, and et.al 2018. Personality-driven luxury brand management. Journal of Brand
Management, 25(5), pp.474-487.
Kasemsap, K., 2018. The roles of corporate marketing strategies and brand management in the
global retail industry. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 294-325). IGI Global.
Kato, T., 2021. Synergistic effect of matching corporate and product brand images on purchase
intentions: Comparing the importance of functional and emotional value. Journal of
Brand Management, 28(6), pp.671-684.
Koo, B. and Curtis, C., 2020. An examination of the role of internal brand management: impact
of contractual models. Journal of Hospitality Marketing & Management, 29(4), pp.503-
525.
Mirzaei, A., Webster, C.M. and Siuki, H., 2021. Exploring brand purpose dimensions for non-
profit organizations. Journal of Brand Management, 28(2), pp.186-198.
Mogaji, E., 2021. Brand management. Springer International Publishing.
Podhorska, I., Sroka, W. and Majerova, J., 2021. SUSTAINABLE BRAND
MANAGEMENT. Sustainable Branding: Ethical, Social, and Environmental Cases and
Perspectives.
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