Easy Jet through images

If we take a look at Easy Jet through 6 different aspects we will be able to find a linkage between each in a way that would help represent Easy Jet, their message and the way that i perceive them.

Drink - Orange juice would suit it best firstly because of the orange colour that is their uniform colour for their company but secondly is because after water orange juice is the second option being inexpensive but will do the job when in thirst.

People- A cartoon dog seems more like an easy jet person because easy jet would not necessarily use an easy person as it try to make the most out of peoples money, by using a mascot or any cartoon figure they would save money which is the main aspect of their company.

Building - A basic structured building sounds more like easy jets workforce that is held together under one roof, it may or may not function well in terms of customer service but just like this building it has a solid base and well organised.

Animal- A bee works fast just like easy Jets company as well as being a transport animal that drinks in honey and moves from one pollen to the other.

Car-  A basic inexpensive car just like easy jet that provides the most basic things and will get you from point A to B at a low price but will eventually get you there. It may not be a state or art but is a convenient transport.

Furniture-  A basic wood table, again being inexpensive and a product that will offer a needed service at a low price

Guest Lecturer

Branding

• Branding is a new-ish business tool
• Brand, trademark and goodwill weigh much more heavier than the actual product
• The power of branding is based mostly on recognition. If you recognise the logo of for instance the following brands you can ensure that the company has paid a lot of time and effort into reaching their position, even with a simple drawing of a logo and simple colours combined without the name of the company it can be easily recognised. 

• There are different positioning categories for different companies as to where they place themselves within the market. Based on the different target audiences and price points that they each distinguish themselves by. For ex: Waitrose vs. Asda, if we take waitrose we can see that their target audience is a high income household where as asda is targeted for low income household who save every dime and buy products in a very precise way and preferably being at a low price. Although they are both in the same field they are positioned differently within the market. 
• Different companies use different story telling to send their companies overall message across to the consumer, that is usually done through ads and campaigns.

For example: 

BMW gives a sense of escapaism, adventure, luxury, etiquette and passion. We can see through this ad http://www.youtube.com/watch?v=gan-BYQdGDk all of these words being described. 

Nike gives a sense of confidence and building self esteem in their customer as well as courage and strength shown through their slogan 'just do it'. 

There are different aspects of brands that help make it successful and achieve its goals and position:

• Design- As Steve Jobs said "Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service." The consistency of design through the apple products is evidential which makes them lead the industry of technology.
• Customer relationship- Wherever you may be around the world it is most likely that you will find a starbucks that will be able to provide you with your perfect tall macchiato in the way you like it or have a Big Mac just how you are used to eating it back home, that it is essence of customer relationship.

It is important for a brand to focus on its values, mission, their point of difference and adaptability. When HSBC decided to become the world leading bank they knew exactly how to make it happen, by fitting it! By fitting into each culture and designing the bank to suit each society they have won the world over, in Bahrain they use islamic banking services for example. 

Failing brands - presentation comments

After conducting a 15 minute presentation in class about all the past material that I've gathered and blogged about conceding both pulp and the natural Kitchen. Me and my other 4 group members tried to work hard in covering all of the aspects of the brief, we started by explaining each company and its SWOT and then moved on to explaining the markets they were in and the types of competition they faced, Moreover we explained the target audience and if the target audience was not clear we tried to show that. Finally, we pointed out the flaws and mistakes of each and suggested a sample makeover or pitched a few ideas of how the company can change their direction and clear out some of the issues they each had. I think we did a good job in covering a general overview of each and showing how our suggestions would bring back a positive ROI to the companies.

Going Global - Written Task

Written task B:

Going Global:

Explore global brands and how large companies have gone global and what lessons can be learnt. Discuss your examples of global and local companies and reference any sources clearly using the Harvard referencing system. Reference at least 3 sources. One reading will be posted on Blackboard to help you get started.

When a brand decides to take the initiative of going global it takes into account the responsibility of reflecting the same set of values around the world. Through economic globalization many businesses have begun to expand to different cultures and markets, with the ease or air travel and technological breakouts businesses have the opportunity to work from remote locations.

As companies begin to expand into new cultures and societies they seek to emphasize and communicate their brand value more as individuals within cultures have a common mindset and may be resistant to change. By changing societal values that may help induce a brand to challenge the status quo. A maximizer bra company found an opportunity to launch push up bras in parts of Asia where women there are used to dressing modestly. With the impact of movies, Maximizer was able to challenge the modesty values and begin a new trend (Gelder, 2003).

The economic globalization has made an increase in the selection of products for consumers allowing them to have a wider variety to choose from. As consumers compare options the transition costs increase, the simplicity and trust worthiness of a brand when entering a foreign market plays a vital role. When Domino’s Pizza first entered the Indian market they decided to offer the same menu, believing that the US tastes are universal. After moving into smaller towns and rural areas they began to present localized toppings such as ‘Chicken Chettinad’ realizing that ‘you cannot change the taste buds that were developed more than a thousand years ago’ (Geissel, 2006).

For a company to succeed in a global market it is vital for them to understand that a society is sturdier than any company or product. Global brands always consider the importance of culture to a consumer, although they can be alienated from it, they cannot be strangers to it. When Kellogg’s first launched Corn Flakes in India, introducing a Western product to a strict society they faced many difficulties. Globalization may be seen to have as a trend but cultural customs and regional identities cannot be changed over night. It is rather easy for brand managers of global brands to perceive the world and its consumers as homogenous but realism is different.  “‘There is a bigger opportunity in localizing your offerings and the smarter companies are realizing this,’ says Ramanujan Sridhar, chief executive officer at Indian marketing and advertising consultancy firm Brand Comm” (Haig, 2003).

Hallmark greeting cards is a popular company in both the UK and the United States. With their variety of cards that have a sentimental poem and a few nice words they have been able to win the British and American market. However, when trying to open in France they face difficulties, as pre-printed messages did not appeal to the French. Brands need to acknowledge cultural differences. A very few number of brands have been able to go global without changing their formula to suit the culture, not even Coca-Cola or McDonald’s (Haig, 2003).

Bibliography

Geissel, S., 2006. Global Brands and Culture. Germany: GRIN Verlag.

Gelder, S., 2003. Global Brand Strategy. USA: Kogan Page Limited.

Haig, M., 2003. Brand Failures: The truth about the 100 biggest branding mistakes of all time. USA: Kogan Page limited. 

Global Brands

Global Brands are those brands that cross borders to add value to their brand name, they reflect the same set of values around the world. They expand to different countries staying true to their origin, culture and background. Their products are easily recognizable by a diverse set of customers.

Examples of famous italian global brands that all give a sense of high quality, milan fashion week and luxurious lifestyle wherever they are sold are:

Gucci, Armani, Valentino, Prada, Dolce and Gabbana, Robertto Cavalli, Fendi and Bottega.

 However, some global brands might face difficulties in two different ways. First is being accepted by the country they are moving into, customers who are unfamiliar with the brand might be resistant to the new change. And second, the brand might have difficulties in staying true to their origin or presenting their culture in the best image possible.

Moreover, some global brands find that even when they would need to stay true to their origin they would need to adapt to the new country they are in.

For example, McDonalds menu differs from one country to the next, for example in the gulf mcdonalds sels McArabia, which has a hint of Arabic spices, in India they sell the McAloo tiki and in Japan they sell the McTeryaki

Analyzing Global Brands:

Disney 


If we take a look at Disney as a global brand that is known world wide we can see that it targets not only the young generation (ages 0-13) with all the cartoon and animation, but also the old generation that still have a willingness to live their youth and add a bit of magic to their life.  Their brand strength is that they will always remain the worlds leading magical cartoon store seeing as they have been that way for over a 100 years now. They have disney stores in many different countries such as the states, France, Malaysia and the UK and can be recognized by any child as soon as he or she spots the logo. Along that the Disney channel always them to be recognized globally to even the countries that do not have a disney store. They hold a strong brand image and position themselves high in the market and I wouldn't be able to say that they have any competition at this stage, even Warner brothers would really be considered competition. They do not specifically have a culture other than the fact they are generally an American based brand but have a diversified set of cartoon characters that represent many different cultures. It is also seen that Disney has had collaborations with different brands such as gap and h&m, but they also branch out into Disney Vintage which is a small different clothing line of theirs.