Global Brand Management: Marketing Programme for Brand Equity

This report provides a comprehensive analysis of marketing programs designed to build brand equity. It explores various strategies, including personalised marketing, experiential marketing, and one-to-one marketing, highlighting their benefits and challenges. The report delves into product, price, and channel strategies, emphasizing the importance of customization, value-based pricing, and effective distribution channels. It also examines push and pull strategies, alongside other factors that maximize brand equity, such as brand strategy, communication, and reputation management. The conclusion underscores the significance of brand equity for increasing profitability and summarizes the key elements discussed within the report, supported by references to relevant literature.

Global Brand
Management

INTRODUCTION
 This report discuss about marketing programme that a
company can design to build brand equity.
 Brand equity means value that is given to a product by
customers in commercial form.
 There are various methods a company can market and
promote its products in order to build equity of their brand.
 These methods are personalised marketing, experiential
marketing, one to one marketing.

Program to build brand equity
Marketing
 Various new perspective has emerged in marketing like digitalization and connectivity,
which is done through internet and Intranet.
 Disintermediation and Reintermediation, either by removing mediators and adding new
mediators.
 Customization and customerization, products tailored with individual preferences .
 Industry convergence. These perspectives also impact brand management. Marketers are
actively adopting these new concepts to build their brand equity

CONT…
It covers various factors and can be developed on various type of marketing. These marketing types
are-
Personalised Marketing
 A strategy used by the company to create a personalised impact on customers or prospective
customers. In this content is delivered to individual through data collection, analysis and use of
technology. The objective behind this type of marketing is to engage customers by
communicating personally. This allows giving a real time experience of the product thy are
supposed to buy. Benefits of this marketing are improved experience of customers, increased
brand loyalty and creating consistency in all the channels. But this marketing also contain few
challenges that are finding right technology, time and resources required are huge in cost and
efforts. This requires implementing smart segment

CONT…
Experiential Marketing
 Marketing strategy that focuses on giving real life experience to customers about the
brand. This seeks to provide experience that are remembered and engages customers.
Experiential marketing appeals to the customers' emotional side. These are like real life
events where consumer can participate. This seeks to grab attention of the customer and
allows establishing personal connect with the product. Experiential marketing is
concerned with active participation and engagement, promotion of values and message
of brand and providing long lasting value. There are different ways in which company
can act on experiential marketing these are,

CONT…
One to one Marketing-
 A strategy that relies on getting information of individual choices and then tailoring
marketing strategy based on those information. This approach is used to keep
customer's attention instead of just getting their attention. This strategy has two types
that are Customisation and Personalisation. In these
 Personalization, refers to learn individual preferences and taste of customers and then
relate marketing plans to them as per their choice and taste. For instance,
recommendation based on the search and past purchase.

CONT…
Permission Marketing-
 A form of advertising that firstly seeks customers' permission whether they want to see
specific content or not. Permission marketing has increased its application in digital
marketing. Various videos' that ask to skip if customer do not want to watch that and
subscription of emails for advertisements are very good example of permission
marketing. Benefits of permission marketing are that this strategy is low cost and is
able to connect with potential customers. This also ensures that customers who read
and watch he whole content are more likely to absorb the message given through the
advertisement.

CONT…
Product Strategy
 Collaborative Customization- in these companies communicate with customers in order to know what
customers need and the factors that can fulfil these needs and lastly creating products as per those guidelines.
 Adaptive Customization- in this customization, companies develop a standard product with features through
which customers can modify and use it the way they want to.
 Cosmetic Customization- this customization means that products are not different but the way they are
packaged are different for each customer according to their taste.
 Transparent Customization- in this form products which are sold to customers are different but they do not
know that the product is different. These approach is used when needs of client are predictable.

CONT…
Price Strategy
 Another important factor for success of a business that contribute to building brand equity.
Premium price policy is very effective as customers judge quality of the product based on the
price at which they are being sold. These strategies are based on,
 Value- value that is being given by the product on the basis of its price. It means that customer's
given value and their perception about value of the product at a certain price.
 Everyday Low Price- this means the price policy in which companies lower prices of its products
by means of discount and offers. ROYAL CARIBBEAN CRUISES bring a cruise company can
not apply this kind of practice but can lower their price by means of discounts and various offers.

CONT…
Channel strategy
 The manner of distributing and selling product is known as channel. This channels also have a important
role in building brand equity. This strategy is concerned with deciding role and part of intermediaries,
brokers, dealers etc.
Designing channels
 Direct channel- it means selling directly to customers through phone, email and other direct methods.
Mostly this is done when company's customers are less and sells particular product in mass no. to those
customers only. In case of ROYAL CARIBBEAN CRUISES can only sell its services directly.
 Indirect Channels- companies sell their products through intermediaries, representatives and dealers and
retailers.

CONT…
Push and Pull strategies
 when companies made their efforts to PUSH their products to the customers, these are
known as push strategies. There are various sources from where company can push
their to the audience like social media.
 Companies' when focus their efforts to draw customers towards products unlike push
strategies where products are pushed toward audience, these are known as PULL
Strategies. For instance when customer are looking for an product and they go and
search for that product on various sources.

CONT…
Other strategies to maximise brand equity can
include,
 Brand strategy.
 Communication.
 Awareness.
 Reputation.
 Legal and ethical decision making.

CONCLUSION
 On the basis of this report it can be concluded that
value of a brand that is given by its customers is
known as brand equity.
 This brand equity is very important for companies
to increase their profit and for that reason various
factors that affect brand equity and can contribute
in building this have also been included in this
report.

REFERENCES
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management in a global economy. Adult Learning. 27(1). pp.23-29.
 Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
 Choi, S.C., 2017. Defensive strategy against a private label: Building brand premium for retailer cooperation. Journal of Retailing
and Consumer Services. 34. pp.335-339.
 Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
 Heding, T., Knudtzen, C.F. and Bjerre, M., 2015. Brand management: Research, theory and practice. Routledge.
 Lamberson, P.J. and Page, S.E., 2018. First mover or higher quality? Optimal product strategy in markets with positive
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