Question

Choose a brand and address the following:

1) Describe the organization’s founding, mission and values, and any challenges or opportunities it faced.

2) In reviewing how the brand has evolved, which of the six reasons (New Company or New Product, Name Change, Revitalize a Brand, Revitalize a Brand Identity, Create an Integrated System, Company Merger) would have impacted the current branding used by the organization?

3) Did the organization engage in the branding process due to financial reasons (ex. launching a new product or company to increase regional, national or global profits, going public, or stock devaluation)? Please explain.

Answer 1

Q1)answer
The founders of an organization are those who bring that organization into existence. Founders take an active interest in getting the enterprise off the ground, finding and investing resources to form the company and helping it succeed. When two or more people establish a company, they are known as co-founders and, since they launch new companies, founders are also entrepreneurs.
By definition, a mission statement describes the purpose of a business, so product and service claims may be apropos. A meaningful mission statement can also distinguish a company from its competitors, suggest potential directions for future growth and provide team members with a common goal to work toward.

A mission statement is a short statement of why an organization exists, what its overall goal is, identifying the goal of its operations: what kind of product or service it provides, its primary customers or market, and its geographical region of operation.It may include a short statement of such fundamental matters as the organization's values or philosophies, a business's main competitive advantages, or a desired future state—the "vision".

In addition to this, it also describes the geographical location, where the business of the organization operates. The organizational mission generally originates out of addressing the opportunities and needs of the organizations.

A mission is not simply a description of an organization by an external party, but an expression, made by its leaders, of their desires and intent for the organization. The purpose of a mission statement is to communicate the organisation's purpose and direction to its employees, customers, vendors, and other stakeholders. A mission statement also creates a sense of identity for its employees. Organizations normally do not change their mission statements over time, since they define their continuous, ongoing purpose and focus.

must befeasibleand attainable. It should be possible to achieve it.b.Mission should beclearenough so that any action can be taken.c.It should beinspiringfor the management, staff and society at large.d.It should bepreciseenough, i.e., it should be neither too broad nor too narrow.e.It should beuniqueand distinctive to leave an impact in everyone’s mind.f.It should beanalytical,i.e., it should analyze the key components of the strategy.g.It should becredible, i.e., all stakeholders should be able to believe it.

An Organization’s Values
Values are the standards that guide our conduct in a variety of settings. An organization’s
values might be thought of as a moral compass for its business practices. While
circumstances may change, ideally values do not.
Vision and mission statements provide direction, focus, and energy to accomplish shared
goals. Values express the integrity that individuals and organizations believe in. They
serve as a decision-making tool in daily interactions that guide behavior. The following values represent how the XYZ group chooses to operate. They guide how
we do business internally and externally. They are the keys to our success and need to be
maintained. The XYZ Group may be any team, department, or organization that you wish
it to be.
v Integrity
v Orientation to the customer
v Teamwork
v Innovation
v Performance priority

Creating a great business of any kind is a daunting task, one that can be fraught with challenges and problems with organization. The five most common problems people have experienced in their work with organizations over the past 35 years are outlined below.

1. Absence of clear direction.
2.Difficulty blending multiple personalities into a cohesive and unified team.
3.Failure to develop key competencies and behaviors
4.Poor communication and feedback
5.Lack of awareness.

Q2.)answer

We are living in an age of branding. Branding has developed from FMCGs to encompass services, non-for-profit organizations and even places. This success is not always favourably received, for example the New Economics Foundation has recently argued that branding is having a negative impact on our towns and cities; the so-called "clone town phenomena" with high streets across the UK dominated by the same retail brands. This raises an interesting question for marketing academics: Is the branding literature applicable to only large orgagnizations, such as multiple retailers, or does it apply to small and family run organizations? Could the development of branding theory be used to counteract the increasing homogeneity of the UK's urban retail landscape? This study uses new software, in particular ENDNOTE and REFVIZ to explore the development of the branding literature. This is a first stage of research project which will progress by assessing the relevance of branding theory to the independent retail sector with the aim of developing relevant theory for this sector.

Impact the current branding used by the orgization:
New company or new product : Branding conveys your ideas and views to the world and helps you connect with the potential customers. A strong and new brand can affect more and more people, and that can convert your efforts into greater success and growth. Branding as a whole affects the business as well as the consumers and their purchasing behavior.

Larger, successful companies pay careful attention to their new Branding identity or corporate image. In fact, many larger companies have new concepts and communication departments that focus on maintaining and building the identity of the business and making sure that corporate identity facilitates the corporate business objectives.

Small companies don’t have new concepts and corporate communication departments or teams, but must still build a strong brand identity for their business.

Name change or
rebranding:Rebranding is the process of changing the corporate image of an organisation. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market.

Description: There are several reasons for a company to go for rebranding. One prominent factor is to connect with customers. Rebranding is good for the business, but at the same time it may be risky. There is always a possibility that the consumers do not like the new brand.

There are two types of rebranding: one is Proactive rebranding and the other is Reactive rebranding. Proactive rebranding is done when a company recognises that there is an opportunity to grow, innovate, tap into new businesses or customers, and to reconnect with its users.

Revitalize a brand: When a brand is fully dialed in, it can explain why one sneaker company’s stock price is worth more than another, why one CPG company is harder to acquire, and why a particular retailer’s valuation is stable while another’s is crashing under the same competitive pressures.

Unfortunately, brands often fail to maintain their edge; they lose focus. When a brand’s ability to meaningfully connect with consumers and create demand suffers, it is time to make a change, to invest in the brand. So begins the journey of brand revitalization.

Integrated system:Having a great product available to your customers at a great price does absolutely nothing for you if your customers don’t know about it. That’s where promotion enters the picture: it does the job of connecting with your target audiences and communicating what you can offer them.

In today’s marketing environment, promotion involves integrated marketing communication (IMC). In a nutshell, IMC involves bringing together a variety of different communication tools to deliver a common message and make a desired impact on customers’ perceptions and behavior. As an experienced consumer in the English-speaking world, you have almost certainly been the target of IMC activities. (Practically every time you “like” a TV show, article, or a meme on Facebook, you are participating in an IMC effort!)
Company merger;The urge to merge among companies has increased in recent years. High-profile deals like Bank of America Corp.’s $36 billion acquisition of credit-card issuer MBNA Corp. might have garnered the front-page headlines, but such blockbusters represent just a small proportion of overall activity. In fact, the total worldwide value of mergers and acquisitions topped $2.7 trillion in 2005, a 38% increase over the previous year. And based on current levels of deal making, that figure is expected to rise again in 2006, with further annual increases of 10% to 15% estimated beyond that. But the track record of M&As has hardly been stellar: More often than not, such deals end up destroying, instead of creating value for the companies involved.

A big part of the problem is that of all the myriad complex decisions that senior executives make before and during a merger, one is mandatory and critical but often given short shrift: the branding of the new corporate entity. That can be a huge blunder. With no solid brand platform to work from, company integration will often be mismanaged, and communications to key constituencies will necessarily suffer. In the worst of situations, the relationship between the two organizations becomes contentious; promised synergies remain elusive; employees become distrustful and disgruntled; and customers grow cynical and dissatisfied.

Q3)answer

Branding process of a product:-There are four general aspects of a product launch: advertising and promotion, handling logistics, production and distribution, and insuring adequate availability. Depending on the goals the company has for a product, the budget and marketing activities planned to support the product launch will vary.
Launching a company or product is an exciting endeavor. You’ve developed a solution to an unfulfilled consumer need, and you’re ready to share it with the world. But the extensive planning process, from content development to sales training to PR, means your launch team has a lot on its plate.
In the commotion of planning, you can easily become too product-focused and overlook defining your brand. Much like an airplane needs great engineering, a solid flight plan, and a smart crew to sustain flight, your business requires the same diversity and quality of development to retain momentum long after the launch is over. One key to continued, profitable growth is a strong brand.
Here are four reasons why brand development is an essential part of your product launch planning process:

1. Differentiation
In order for your product launch to succeed, you must understand your customer’s motivations and pain points in relation to the unique value your product adds. Widening your focus to both your customer and product helps you find your ideal market position, or sweet spot.
Tips for finding your sweet spot:
Create customer personas to define and your target audience.
Use marketing data to pinpoint your customer’s values and needs. For example, web page visits and content downloads can provide quantitative clues as to what buyers are looking for, while surveys and interviews allow for more qualitative feedback.
Assess the competitive landscape. Once you understand your competitors’ technology and products, you can more easily identify areas where you can win.
Once you have found your key differentiators, you can create a brand story that speaks to your customers and helps your product stand out from the competition.
Here are a few ways we can help you drive profitable growth both nationally and internationally;-

Product Innovation

FGI helps you tap the voice of the customer at every stage of your new product innovation process. From ideation to concept testing and market sizing, research-driven decisions will give you a powerful edge at every step along the way towards launch. Start listening to what your customers are saying and turn feedback into better products and more effective messages. The result? Increased trial, higher satisfaction scores, better word-of-mouth marketing and social media shares, and repeat purchase that grows share.

Product Pricing

FGI helps you find the perfect price for your product, even if it’s in a new category. When you know the exact price elasticity of your product, you can set the exact price to reach your revenue growth and profit goals. Depending on your product’s unique features and benefits relative to your competition, you don't always have to price lowest to be competitive.Advanced pricing models accurately project what your customers will pay for a product, so you can start maximizing share and margin potential.

Product Launch Marketing

FGI helps you decide on the launch strategy that best communicates your product’s value. I help you pick just the right words and messages that will move your customer to action. FGI’s name, package and message testing removes all the guesswork to give you confidence in every new product launch results. Say goodbye to ad campaigns that waste money and put your launch at risk.