Lecture 2 - Brand Orientation Flashcards
What is brand salience?
the degree to which your brand is thought of or considered during the decision making process
The importance of being brand oriented
The brand is more than just a marketing and advertising activity. Under the right conditions, it can engage employees and customers. It can power strategy. It can align decision making and behaviours…but to recognise the full potential of the brand, it must be lifted to a higher realm than marketing and advertising. It needs to be placed where it rightly belongs - at the heart of business strategy (Carabi & Gjols-Andersen, 2017)
Production Orientation
Focus is on the production & distribution efficiency
- could be at the expense of what the consumer is looking for: too advanced or costly
Product Orientation
- focus on the continuous product improvement, ignoring changing market environments
Sales Orientation
- focus on finding and converting prospects, with emphasis on transactions rather than relationships
Market Orientation
- focus on the customer and their needs/ wants
Brand Orientation
focus on the customer, competitors and your own brand
- goal is making the brand the heart of the organisational decision making
What is the key difference between a brand oriented approach in comparison to market oriented?
- Brand oriented approach means that as a company This is what we want to be known for, and then finding something that meets this and will allow for us to achieve this, in comparison to market oriented approach, which is taking the outside in perspective - going into the market and conducting research to then bring back into the organisation.
What does it mean by brand oriented is market oriented ‘plus’?
Emphasises that the organisation can never be one without the other, needs both to be successful
Is brand oriented or market oriented the superior philosophy?
CHOOSE PERSPECTIVE
- “an approach in which the processes of the organisation revolve around the creation, development and protection of brand identity in an ongoing interaction with target customers with the aim of achieving lasting competitive advantages in the form of brands” (Urde, 1999, p117)
DRIVERS of brand orientation
- product based differentiation is difficult to sustain
- increasing media costs
- integration of markets/ globalisation
- brand vs employer brand: both should be treated as one
- strong competition/ need to differentiate/ USP
- changes in the environment
- commercial (ability to command a premium price)
BARRIERS of brand orientation
- lack of financial resources
- time constraints
- perceived lack of relevance/ CEO support
- short term focus on sales activities/ lack of long term planning
- organisational structure & culture
why is internal brand building important?
it is essential for employees to be able to create a link between the brand strategy and brand image (Temporal, 2019)
what is brand pride & why is it important?
- the emotional connection & sense of loyalty that individuals feel towards a brand.
- ‘it is critical for employees to understand, feel and buy into its true meaning & purpose. the results will be brand proud employees who will share their pride, help customers stay customers because brand pride is contagious’ (Silverman, 2016)
Person/ Organisation Fit
the perception, value and emotional significance of belongingness to the organisation
