CHRISTIAN RHODES

UNIVERSITY of the PEOPLE

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 With this in mind, list four benefits of a strong brand to business organizations?

-A company brand according to Investopedia is the collective impact or a lasting

impression from all that is seen, heard or experienced by customers who get in touch

with a company and/or its product and services (Investopedia). Branding is this

procedure of creating a unique company name that identifies its service and products

to customers and helps the company increase business values. Some of the benefits

of a strong brand includes strong influence in an industry. Apple products have

changed the way we view portable music players. You would find many people who

own an MP3 player calling their device an iPod, even if some do not exactly own an

actual iPod but a different brand of MP3 player. Good branding also creates employee

motivation and productivity; in the case of Nike, an employee working there is always

rewarded with employee discount at the local employee store based on their

performance and their level of joy in working for the company. A strong brand also

creates for the company future businesses. In the case of Apple again, they have

expanded their business from building Mac computers and iPods, to Apple Watches

and providing Apple TV service.

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 We live in an ever-increasing globalized society. Reflect on the challenge of global

branding

-Global branding requires a lot of control over the brand. According to Peggy Chen,

VP of Marketing at SDL; when a company is dispersed across countries and regions,

the product and its ideas need to stay the same; and translation of the products is

crucial for the conform of customers’ language preference (Knight, 2016). Flexibility

of local market is also important. This means that certain products and services may

not be the same or be appealing to customers overseas. Such is the case for

McDonalds’ customers in Japan and those in the United States. One would not dare

try chocolate fries in the US but only in Japan it is a delicacy.

 What are the benefits of globalizing a brand?

-Some of the benefits of globalizing a brand are: making a mark in the company,

creating new revenue potentials, and improving a company’s reputation.

 What are the unique challenges to this type of branding and in your opinion, which

areas of the world pose the biggest challenges and why?

-Once more, brand control and flexibility of local market are some of the unique

challenges in building a brand because creating a brand requires the company to keep

its image intact regardless of where they do business. Additionally, branding requires

attention to local market and the flexibility to adapt to what customers want from that

company, with the case of McDonalds and the type of meals enjoyed across certain
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regions. It is also not just the region that is the challenge, but the opportunity of

dealing with the region’s state of economy, distribution channels, and political

environment (Kotler & Keller, 2012).

REFERENCES

Beattie, A. (2019, July 6). How Companies Create A Brand. Retrieved September 26,

2019, from https://www.investopedia.com/articles/professionaleducation/11/how-

companies-create-brands.asp.

Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). Upper Saddle River,

New Jersey: Pearson Education.

Knight, K. (2016, February 29). Top 3 challenges facing global brands. Retrieved

September 26, 2019, from http://www.bizreport.com/2016/02/top-3-challenges-

facing-global-brands.html.

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