The research article discuss for branding image and value in current market. The article perspective is to share guidelines and research for service providers in the Australian telecommunication industries. There are numbers of telecommunication organization held in Australia, but the Vodafone is the leading telecommunication service across the Australian. The report is discussing about the brand value and research design about the brand value. The research article use Vodafone Company to demonstrate actual research design and associate method to develop brand image. The research article demonstrate the important of brand related component such as company logo, color, size of logo, photography, dimensional presentation, taglines etc. These are useful tools to keep connect with customer and keep recognize product through logo, tagline and aesthetic appearance of brand image. The research article demonstrates the impact of brand image to survive in competitive environment and make unique identity in market against leading competitor.
The Vodafone has defined a consistence performance among the competitive market and get respectful value in Australia. The pioneer of the company is to satisfied customer requirement and provide best service to keep connect with market. The Vodafone telecommunication services are leading and growing service among the entire Australian citizen. This is obtain because of provide best service and customer interaction after product sell (Yuvaraj, 2011).
The business organization has innovative technology which attracts more customers. The Vodafone have good network coverage area, so they satisfied prime objective of customer. There is effective communication while using the Vodafone service network. So, basic requirement have been satisfied by organization, considering large groups of customers (Sangle and Roy, 2017). As internet services are essential for each customer, the business organization provides high speed and focus on customer requirement. The business organization provides effective Service, reliability and transparent deal with customers. So, the customer has faith and trust about the product and services (Chimhundu, 2016).
In this section, the research article discuss about the important of brand value and influence toward the customer. This section discuss about different output obtain from the branding and role for brand decision making. Starting with how organization create brand and discusses the important of brand from business point of view and customer point of view (Athanasopoulou et al., 2015). The first step is toward the target audience about the product and service. In this case, Vodafone looking for large crowd of audience that needs to cover in competitive environment. The first research question is find target audience that means customer requirement, attraction toward the product, customer life style, groups of customer, what is most require in product, develop brand image and brand video among the customers.(Yuvaraj, 2011).
From above research, the business organization covers large audience by priority from product. As the young people, businessman and students prefer high speed internet service and availability of service. So, the organization make sure about the customer would get best speed of internet. So, this is first priority for organization to satisfied customer requirement.
Further, what is company looking for and passionate for the product. That means vision and mission about the company. The mission and vision statement define the purpose of business toward the target audience. That includes the business logo, tagline, and massage and product personality (Chimhundu, 2016).
The Vodafone telecommunication service tagline “Power for you” and “The future is exciting for you? This tagline is making different from other business and make attraction point in competitive environment in telecommunication market. This tagline focus to all types of youth, business organization, all generation and businessperson also. The company builds the reputation through tagline brand images (OesantyOetojo, 2015).
The business logo helps to do marketing and make brainwash by marketing tactic. The business logo effect to publish product, make more aware about the product and keep continuous connection with customer. As the current customer will connect for long time, they will get reliability from service and the recommends to their friends, family and other group members.
The product key massage and digital video presentation through media channel is key aspect to connect with people. The social media, communication channel and internet source useful for making strong brand image among the target audience. From the social media, the business organization can cover more groups of customer directly. The business organization share new product and service directly to customers (Grodem, 2014). With the helps to social media, the company can deal with customer directly and make effective communication about product value and brand. The social media is fastest way to cover huge groups of people in short time, as one customer connect with product or service through social media it will share and comment about the product. They require group will direct connect with product or service through social media platform (Avlonitis, 2015).
Similarly, there is negative side social media as well with considering brand image and value of company. The social medial keeps connect people, make direct contact with customer, the target audience can cover easily, product sell frequently, best platform to promote product but at the same time, this will make disaster for organization as well. The customer give feedback through like and comment. The negative comments make huge impact for the product. This image will share in entire circle of customers who connect with organization through social media. The customer also recommend product in negative way also. The entire group of customer may refuse or reject product recommendation to the friends and family further. This will cause of disaster of entire company as well.
A large, medium size or any start up need strong brand style that means size of logo, placement, color palette, typography, fonts, iconography, photography and web elements etc. The business organization has unique logo which differs from other competitor as well. The organization needs have optimum size of brand logo which contains short description, highlight and photography which attract people and that image should stick in mind with customer. The business product should know from image and create that scenario, so people will recognize directly from image only. The Vodafone have unique feature, image and iconography which attract people. The marketing manager does not need put more effort to publish product (Hu, 2016).
Develop brand massage and elevator pitch that means the business organization tells the customers what the business product is. The massage delivers in terms of what you are, who you are, and what customer’s offers, why customers and people should take care. The brand image and message provide opportunities to communicate on the human level and create platform for making direct emotional connection with the customers. That means, creating basic and understandable language which frequently striking with the emotional attachment, the brand logo make simple and clear which highlight about the brand value.
The competition is big challenge for any business or band value. The customers are king of market, so they would like to purchase or engage with that product only which should be beneficial for them only. That means, the customer will change frequently as per their desire and attraction. In order to stick with the brand and company product, the business organization took step toward the customer engage with service and product for long time (Shirkouhi, 2013). The Company needs to experience with real face and test of product which must be good and differ from other product as well. The company should care about the conversational voice in the communication, share behind the scenes which was not cover during advertisement campaign. Experience about true stories and real life experiences, share your product and services as quicker as possible.
The brand building process must never stops in order to keep ahead and survive in competitive market. The organization have to create image about the product in mind that it will never wash out easily, the customer must not think about the alternative product and service which wash out current product. The brand image create such a way that customers and client both are comes to your place to make business relation and personal relation as well (Roy, 2017).
The customers are always looking for new feature and advance technique in existing product. As innovative technology take part in telecommunication market also, this will change the view point and attitude of customers. The customer will enjoy with new feature, update version and latest technology. This will be effective tool to grab huge crowd of customer by providing unique feature and latest technology. For example, youth and business person are enjoying and requiring fast internet speed with reasonable price. As recent innovation LTE network which is faster compare to proviso 3G network. The internet speed is considerable high and people are enjoying with new mobile application that demands LTE network. This service and innovation will attract customer. The telecommunication organization must take action, use their brand image and expand business as possible as they can.
Additionally, the business organization must take care about the advertisement, packaging and production that need to cover your business logo. In this case, the digital platform ensures that brand looks everywhere in market. The company should provide unique, original, visual, and image processing photography and different logo which attract people through logo and images. Use social media as much as possible and cover huge customer groups, this tactic is effective and have great impact in competitive market position (Avlonitis, 2015).
Research design:
In this section discuss the brand decision approach to BHT. The Vodafone Company has to keep original brand in order to survive in market and to keep business for considerable long time. The research design use quantitative data approach to know about the brand value and product impact as per customer point of view (Sharma, 2012). This is primary approach to identified customer requirement and connects with customer for long time. The qualitative analysis performs as following; additionally demonstrate the research question about the product. The basic technique is to perform quantitative analysis to know about customer requirement. The quantitative approaches are direct interviewing to customers, group discussion, customer observation, and life style of customer this procedure give correct answer about the product (Shukla, 2009).
These are the useful questions for research and design and obtain brand value. These questions are useful for brand decision making. Now, the following are demonstrate useful strategy about branding decision making (Roy, 2017). The brand decision making contain main four parameters such as brand positioning, brand name selection, brand sponsorship and brand development.
The brand must be looking forwards to target audience and keep in mind for potential customers. The brands positioning done through product attributes, benefits, beliefs and values about the products. The ground level the marketing manager has to position a brand on the product attributes. The product attributes contain the attraction from brands by customers. It means color, aesthetic appearance, outlooks, desirable level and limit, fancy parameters, real image and demonstrates which must not copy by competitor (Jin et al., 2016). The customer only recognize with the logo of brand, in case there are noting present over the cover of product (Spain, 2015). For example, the NIKE is the product of sport and people would like to buy and use their product due to feature of that product. But still, the customer can only recognize product by logo such NIKE have special logo which have no tagline in product. Still the customer have artificial image about the product.
Similarly, in this case the Vodafone have special logo which red color that provides uniqueness in the product itself. The customers can easily identify from logo only.
The product may be promoted as manufactures brand. This will also include the national brand. The product manufacture can register license and authority on the product sell so no other organization can copy their product as well (Watson and Forshaw, 2016). The organization can take decision according to convince, position and power. It is totally company decision to sell product directly to customer or sell to reseller who give the product through private branding. This is also known as the stored brand or distributor brand or organization labeled brand (Shirkouhi, 2013).
The business organization uses different tactic to develop market in short time period. They purchase or legalize that brand which covers huge market in current scenario. The business organization purchase entire company with high price or give reasonable profit to those organization which is ready to sell entire company (Shah and Sharma, 2012). This way, the business organization save it times to develop product, cover market, make reliable as current organization develop image. These all things take considerable time to establish business image and this will be difficult for new venture to survive in competitive market and earn brand value with brand image (Shukla, 2009). For example, the telecommunication company hutch is well known in Indian market and this company has great brand value in local market. The Vodafone Company purchased Hutch share and get authorized power of attorney of Hutch Company to increase its market share in the country. In recent time, this telecommunication company known as Vodafone only. The hutch users are now using Vodafone product only (Grodem, 2014).
This can be obtaining through three aspect of business brand decision that includes line extension, brand extension and multi-brand. The business organization can expand business through developed and well established brand. The company can expand business through joint venture with other organization and expand business along with that organization as well (Gautun and Grødem 2014). The business expands through multi-national market in order to cover huge crowd of customer. The marketing manager tied up with international organization for business purpose. As the numbers of users increases, the business expands automatically (Shirkouhi, 2013).
The businesses can expansion with the help of multi-brand. That means the market have many different brands for the same categories. In this case, the Vodafone have different plant at different region as per customer requirement. The brand is same to entire country but the value, cost and services are differing as the area is different. The brand development is useful tool for survive in leading market. This will helps and keep balance organization in all condition where the organization went toward the loss. For example, the Vodafone achieve great success in Sydney market and at the same time the company product and service is not accepting in New South walls market. According to past experience, the product service will take place in leading position if the product keeps in touch with market only. The profit and losses are shared in both place and company can prevent them by balancing profit and loss. This is the useful tool for business expansion and business development (Keramati et al., 2016). Additionally, the company may get different tactic through local market. That means, what is more attraction for customer in different market such as culture, language, flexibility, cost, services and many more feature that will add in marketing technique by expanding business in new environment.
Conclusion:
The research article discuss about the case of leading telecommunication brand in Australian market. As per research and survey conducted in the above, it is suggest that Vodafone Company is the leading brand in telecommunication sector. This organization is success at certain extend to develop brand image still the organization need different brand decision tactic to survive in competitive market and provide huddle for new start up and business venture in telecommunication sector.
The research article demonstrate different tactic of developing brand image, customer engagement, important about the brand, value of brand and necessary step to be ahead in competitive market as leading brand in telecommunication sector. The research article demonstrates different aspect of brand decision to survive in difficult market environment. The social media play important role to develop brand image and for marketing for the product also.
References
Athanasopoulou, P., Giovanis, A., & Avlonitis, G. (2015) Marketing strategy decisions for brand extension success. Journal Of Brand Management, 22(6), pp. 487-514.
Chimhundu, R. (2016) Marketing store brands and manufacturer brands: Role of referent and expert power in merchandising decisions. Journal Of Brand Management, 23(5), pp.24-40.
Gautun, H., & Grødem, A. (2014) Prioritising care services: Do the oldest users lose out?.International Journal Of Social Welfare, 24(1), pp.73-80.
Jin, Y., Wu, X., & Hu, Q. (2016) Interaction between Channel Strategy and Store Brand Decisions. SSRN Electronic Journal.
Keramati, A., Samadi, H., & Shirkouhi, S. (2013) Managing risk in information technology outsourcing: an approach for analysing and prioritising using fuzzy analytical network process. International Journal Of Business Information Systems, 12(2), pp.210.
OesantyOetojo, J. (2015) Analysis of Brand Image on Consumer Purchase Decisions in ‘Mint,’ A Ladies Fashion Brand in Jakarta. Advanced Science Letters, 21(4), pp.583-588.
Sangle, P., & Roy, S. (2017) AHP-based framework for prioritising critical success factors to achieve ERP implementation success. International Journal Of Business Information Systems, 24(2), pp.174.
Shah, T., & Sharma, M. (2012) Prioritising information system characteristics for managing logistics flexibility of Indian cooperative dairies. International Journal Of Logistics Systems And Management, 12(4), pp.395.
Shukla, P. (2009) Impact of contextual factors, brand loyalty and brand switching on purchase decisions. Journal Of Consumer Marketing, 26(5), pp.348-357.
Spain, B. (2015) Prioritising emergency laparotomy. Anaesthesia, 70(12), pp.1459-1460. Vodafone’s head of brand: insist that your brand has values, and demonstrates them. (2018) [Online]. Available at https://www.campaignlive.co.uk/article/vodafones-head-brand-insist-brand-values-demonstrates/1492276 (Accessed: 3rd October, 2018).
Watson, M., & Forshaw, M. (2016) Prioritising prevention and health promotion. BMJ, i1333. doi: 10.1136/bmj.i1333
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