MARKETING

The Implications of Branding On Business

Table of Content

Introduction1

1. Globalization & Branding Background 2

1.1 Reputation Management and Branding 2

2. Implications of Branding on Societies 3

3. Branding in UK 4

3.1 Meerkat Case Study 4

3.2 Analysis the Case Study 6

3.2.1 Segmentation7

3.2.2 Targetting7

3.2.3 Positioning 8

3.2.4 Differentiation 8

4. Benefits of Social Media for Customers9

5. Benefits of Social Media for Conducting Market Research9

6. Benefits of Social Media for Reputation Management10

7. Benefits of Social Media for Increasing Media Coverage10

8. Search Engine Reputation Management10

9. Social Nature of Search11

10. Google Social Search 11

11.Personalized Search Results 12

12. SEO and Social Media Integration at Present 12

12. Evaluation Of The Corporate Branding Issues In Acquisitions And Mergers 13

13. Conclusion13

Bibliography17

The Implications of Branding On Business

Introduction

Marketing has numerous definitions but its main constituents are branding and communication which aids in attracting the target market. Branding and communication can only be effective if the market is analyzed based on segments that the product targets. It is upon analysis of the market segments that the product and the communication can be tweaked to appeal the consumers. (Ellsworth,2002, p. 77), all products and services regardless of genre it caters to should have competitive edge to distinguish oneself from competitors. Effective use of methodologies can aid in developing strong corporate image and camaraderie with the stakeholders (Giri, 2002, p. 88). Giri, 2002, p. 89) effective branding can aid in attaining desired revenues and boost visibility and presence. Good repute benefits the company internal stakeholders as well as the external stakeholders with tangible and intangible benefits (Aaker, 2002, p. 100). Online presence makes all brands vulnerable due to the higher degree of freedom of expression hence reputation management is crucial (Aaker, 2002, p. 105).

Globalization & Branding - Background

Globalization is said to be a process that has aided in the integration as well as interaction amidst people belonging to different parts of the world regardless of caste, creed or religion. It is a process that has aided brands to reach across borders and carve a niche for themselves in the foreign market. Currently, multinational corporations account for 33 percent of world output and 66 percent of the world trade. Globalization itself has many advantages and disadvantages which cannot be ignored. Globalization aids in economic integration, comparative advantage, facilitates in the mobility of assets, influx of technology but at the same time as a critical issue of brand clutter. Another issue associated with it is rapidly changing needs of the markets.

1-1 Reputation Management and Branding

Reputation scholar (Charles, 1996, p. 55) defines Reputation as the sum of the images that stakeholders have of an organization. It is an asset and hence demands attention despite its less obvious tangible benefits. Economically, the reputation management definition can be seen in the stakeholder's value context, corporate governance, sustainability, corporate responsibility, or even corporate communications (Boughuettaya, 2011, p. 99). Even though, it is still hard to extract the actual definition of Reputation of companies (Diermeier, 2011, p. 54). (Garcia, 2006, p. 95) states that reputation is derived from the Latin term, “reputation and derived verb ...