Marketing Mix and Building Brand Culture Edit

8/3/2019 Marketing Mix and Building Brand Culture Edit

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Brand culture: marketing strategy and brand culture.

It is undeniable that routine activities involves with general brands, for example;

brushing teeth with Colgate toothpaste, having breakfast with McDonalds, driving BMW and

working by Apple Macbook. Some people might get an idea that branding is just the creation

of brand or logo. Conversely, According to Hatch & Schultz (2008), branding is more thanmarketing goal as it relies on making points of differntiation of product and service from the

competitors. Additionally, brand personality and brand image are actually reliable on

experience of consumers who get the feeling or memory or nostalgia in their mind (Hatch &

Schultz, 2008). So, how do brands build their culture? How does it make consumer royalty?

This essay will explore the background of critical marketing by focusing on building brand

culture. Furthermore, it is necessary for critically in-depth analysis of cultural branding in the

areas of marketing practices and brands culture. Firstly, the essay will illuminate how brand

can create culture. After that it will examine the outcome of brand culture and find out when

brand elude conscious control, then it will draw a conclusion in the last paragraph.

After the short introduction above, the essay will proceed further with criticalmarketing in order to examine how to build the brand culture. According to a practical

exercise, marketing practice usually concerneds about serving and creatation needs of

consumers; that is, it would be profitable to the firms. However, since 1960s marketing

practices have been turned to the dark-side because it only focused on customer satisfaction

rather than focusing on beneficial features of marketing system such as goods and services

(Richins, 1995). Consequently, management disciplines over the past three decades have

been increasingly interested in critical approaches (Clegg and Dunkerley, 1980). Fournier

and Grey (2000) believe that the grammar of critical marketing can bear the hallmarks of

theoretical pluralism, methodological pluralism and boundaries delineated by commitment on

three fronts; ontological denaturalization, epistemological reflexivity and a non- performative

stance.

Following from Marketing a critical introduction by Hackley (2009), critical

marketing can divide into four typology. Firstly, functional critique that concerns marketing

techniques to improve management training, education and practice. Secondly, Ethical

critique that refers to the effects of social responsibility. Next, intellectual critique which

focuses on discipline form, intellectual perspectives and depth of marketing theories and

ideas. Finally, Political critique that examine who gain and why. This typology can be

beneficial to organisation for critical learning and being more clearly manageable

understanding. As a result of these, marketing practices should be criticized by students,

practitioners and academics to find out whether it engages with social world. It will allow

intellectual perception in different way and help to find the approach of development onmarketing management. Especially, Brands are the most significant part of marketing and

organizations in their identity positioning. Moreover, Holt (2004) suggestes that brands can

lead a cultural wave by marketing managers who employ it behind (Holt, 2004).

Morris (2005) states that "branding has turned into a major paradigm in the

marketing of consumer commodities and a host of products and services are currently

examine carefully as brands".Generally, branding has only been recognized as building

brands, logo, trademark and distinctive features of the products. However, Hatch & Schultz

(2003) argues that these are actually the external appearance of the product without the

attention of meaning and history that deserves to keep track of consumers who make these

things together insufficiently. Brands are recognizable as a meaningful statement inconsumers' mind against a successful brand; McDonald's, Apple, KFC which have a Brand


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History in consumers' mind that arising from the modeling of their experience of products

consumption continuously for a long time. As it can be seen that Customers experience and

brands have a strong relationship to Marketing campaigns such as Marketing events, Musical

events, Sporting events, Advertisements, Films, Magazines, word of mouth and Newspaper

articles which brands are placed and tied-in there. As a result, brands probably become

worthy meaningful recognition and lost in cause of Branding Culture eventually. After thenpeople may share this brand culture widely even if they have never used this product before,

finally it will become to Brand community.

The below paragraph would focus on building brand culture by begining with

different definitions. Brand can be defined in many different perspectives by depending on

academic backgrounds of authors or academic studies. In its general definition, brand is

identity of products or organizations including in signs, symbols, name or logo (Hatch &

Schultz, 2008). According to Holt (2004), brand also has many own different definition with

different approach, such as economic, identity or community. In the cultural approach, brands

can be analysed as cultural artifact moving through history (Holt ,2004; p. 215), it can

remind to Hollywood movies or movie stars and music festival concert. Brand culture is

importantly evolves and responds to the dynamic of the marketplace (Maclaran, 2009). It isalso refers to storyteller that links to their experiences with researching of customers' identity.

Holt (2004) suggests that brand is a myth markets as it intersects with other cultural

phenomenon and employ many functions to build its identity and culture.

Figure 1: The cultural brand management process

Source:Holt(2004)

By the way, brand culture has to build from internal and external factors of

organizations as Maclaran (2009) points out that building a strong corporation is necessary to

be strong from inside or employees who really need passion for enterprise especially, their

own entrepreneurs. On the other hand, brand culture should also connect to external feature

or the outsider companies such as customers or stakeholders Elliott and Wattanasuwan (1998)

point out that consumer is not only longer consume in functional benefit or products and

service, but also need to seek in brand identities. Besides, brand can be implied to identity

and symbol or another called Iconic brand which it is a myth and storyteller. According toHolt (2004), icons represente to symbols which people admire and respect of its meaning.


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Holt (2004) also argues that icons were religious and fictional story same as the past, icons

now are element of economic demonstrations. Furthermore, Balmer (2006) states that

corporate brands can create brand name by brand identity.

According to the research how to be successful firms by Balasubramanian (1994),

first step of brand building is internal of organizations. He suggests that companies need tobuild their organization from inside by applying three steps as following;

Firstly, define the characteristics of corporate culture which is determined by the

vision and mission of the organization as the vision is such the ultimate goal we desire to

reach. Thus in term of culture, any organizations have to concern about taking trip to reach

the goal quickly and efficiently.Secondly, analyze the gap between cultures and a currently

available culture.When the corporate culture has been defined in line with the vision already,

it can analyze to see whether the nature of corporate culture is

related to the current organization in order to assess whether the mission

of creating a corporate culture isexcess or not.Thirdly, create the strategy of the cooperatingculture which can divide into two types. First type is gradual change of the culture, as it is the

difficulty at the begining. The changes will infiltrate in all activities.

This change will affect many people in the organization but it may require a long period of

time particularly, the organization which has a strong tradition. The second type is the

immediate change of organizational culture. It may be difficult at the first time, but finally it

would bring a long term of various benefits.Employee would realize whether they can adapt

to new culture or not and consumers could gain new frims' identity as well as the result.

Many strong organizations have lent third party hands such as consultants or teams from

outside;some organizations tend to surgery to determine the corporate culture along with thesurgery, the organizational structure. As it can be seen that weak patients are usually easy to

obey the doctor rather than another (Balasubramanian, 1994). However, after it builds culture

of company stronger, it will move to co-create brand culture with consumers.


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figure 1: The approach of brand achievement by alignment between company vision,

internal culture and marketing image

source: The Right Group (2009)

Marketers commonly try to create the story of product through various marketingactivitiesand be associated with the product through the distribution channel strategy, pricing

strategy, IMC (Integrated Marketing Communication) strategy, or even the product itself,

such as packaging designs which are good looking, interesting and different. As in it

functional critique, brands are created by strategy of marketing management. In external

brand or consumer culture strategy, positioning and marketing mix are the most popular

strategies to build brand. Positioning is sometimes defined as the set of associations, tangible

or intangible, emotional or symbolic, linked to brand (Hackley, 2009; 89). Besides,

marketing mix, 4-7-8Ps by McCarthy (1960), is well known by devising in all level of

marketing studies,but it can also be remained as Price, Promotion, Place or Physical

Distribution and Product. From Kotler et al. (1999; P.97), the mix is the set of controllable

tactical marketing tools that the firm blends to produce the response it wants in the target

marketit is everything the firm can do to influence demand for its product ( Hackley,

2009; p. 89).Moreover, IMC is also one of the most popular strategies to build brand. IMC

refers to a communication channel between brand product and customer Hoffman (2008,

P.34).

According to Marketing a critical introduction by Hackley (2009), brand culture

marketing strategy can be summarized as follows: Firstly, use pricing and promotion to help

building the brand position. Consumers normally consider on pricing: they will pay higherprices for strong brands and they are familiar with the logic you get what you pay for.

Secondly, product and packaging need to be able to reflect the brand's story and to help

building the brand image and its relationships with the internal product packaging.Thirdly, as

a result of building Brand Culture, selection physical distribution is the particular retail

channel to directly connect with customers. It also includes advertising which is a very

effective tool as the media can tell anything you need, so Brand advertising can cause a great

impact on the perception of consumers towards the product and brand image in accordance

with guidelines that manufacturers need.Finally, promotion can influence to the consumers,

if organizations use well-known celebrities presentinga product or experience for the Popular

Culture. Moreover, team assistant can create Brand Value by persuasion buyer to see the

value of the product.

On the contrary, consumers are also the important part of building brand culture.

Customers are quite the most important of Brands story which connects with experiences of

customer and consumption stories that involve with the use of products and sharing them

with friends (Wansink, 2003). Another important factor is the Influencer group that is well-

known in society in areas such as Columnist, Hi-Class society, Product expert, Trade

magazine reviewers, or even their sellers and close friends.


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figure 2: Brand relationship model

source:Abbing (2009)

According to figure 2 above presented by Abbing (2009), branding is about

relationships, It is specially focus on how the relationship between organisation and user can

be created through the layers of the top and bottom quadrants. For example, branding in thecontext of organisational culture, it will want to be connected to the values and norms of user

more than to their behaviour. The question in this case is not about what do we do, but why

do we do it? And it will inspire the building of relationships, much more than the creation of

artefacts (Abbing, 2009).

According to The Imported Label and Consumer Choices by David T. Meinertz

(from Keegan), some brand products can be attractive to customers by their logo, for

example, one beer brand in USA has tested the consumers by giving the sample beer for two

times, in the first time, they gave two different beers without label to the consumers, but the

consumers could not find the differentiation. On the second research, they placed the label on

each beer, and most of consumers chose the brand that famous and easy to remember. Thisresearch can be assumed that logos and brands are the significant influences to customer

attitude.Beside logos or brands that affect to consumers attitude; producing country affect to

consumers attitude as well. Consumer culture refers to individual activities which connect

with Medeleine objects that they can evoke rich meaning, memories or associations; it can

refer to Nostalgic (McCracken, 2005). Cleary, it would be great marketing advantage if brand

could evoke power.

As a result of building brand culture with consumer behavior, the essay will now

continue with the various advantages of brand culture to organizations. First of all, it can

raise consumers behavior. In psychological term, human can easily familiar with and satisfysomething they dont like changing or finding something to replace (Wansink, 2003).Thus,


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they dont need to seek new other products, whether there are more features. For example, the

use of mobile phone is familiar with the brand recognition that it is possibly simple and

convenient and also satisfied with the level of available form and function on the machine

brands. consumers do not try to land a Grand to find out other phone brands.Next, to create a

strong brand, it is essential for the brand owners to have bargaining power in negotiation withdistributors. Thirdly, to create value for their brands, products need to be relatively

sustainable and difficult to replicate (Hatch & Schultz, 2008). Then, it can give confidence to

consumers in the product although they have never used this brand before. Lastly, it can

make consumers are willing to pay more to reduce the risk of purchasing non-brand.

However, brand culture can be out of control. In the organizations culture, brand may

elude control by changing to the new form. Many employees cannot accept and adapt to new

culture as well as the consumers who are difficult to get familiar with re-branding. Maclaran

(2009) says that consumers can feel betrayed from their loyalty. For illustration, one old

department store had radically refurbished, many customers felt they lost their identity,history and culture. So, most of customers did not want to return to this place as they had lost

their experiences and emotions over the change (Maclaran and Browns, 2005). In modern

business world, it is not possible for company to control brand image. During to modern

technologies such as internet, consumer can use word of mouth to communicate via internet

such as email, social networking and group discussion on website that spread rapidly.

Dissatisfied consumers can easily post their comments to complain companies or employees

revealing their bad experiences and these actions can impact to a companys reputation

(Tarnovskaya et al., 2008). Therefore, brand culture can merely affect the negative

associations as well as enhancing positive one.Brand culture also occurs when consumers

perceptions change (Hatch & Schultz, 2003). The Body shop, for instance, was green brand

but in afterward it was taken over by LOreal which uses animals for testing. Consumers can

change their attitudes to the Body shop. Another threat of tainting is marketing practice. One

of good example is product placement that is explained as "a form of promotion in which

advertisers insert branded products into programming in exchange for fees or other

consideration Hoffman (2008, P.34). Product placement can generate several advantages to

firms; consumers can easy to aware and remember the brand product. However, in the ethical

approach, it is so harmful, especially to children or valuable situation Avery and Ferraro

(2000). If companies place their product too much on media, consumers may deny it

immediately.

To summarize the essay it can be said that brand culture can approach in many

different fields and it is necessary to criticize in the marketing management. Brand culture

can bring several benefits to either organization or consumer. However, it can take

disadvantage as well. Indeed, managerial studies should consider before taking its strategy

practice. Branding is not only one of marketing activities, but also marketing strategies.

Brand is the heart of creating Customer value, not only image, and it is an important part to

generate Sustainable Competitive advantage, including successful brands that it will become

culture of the society latterly. So, it can be assumed that good strategy of brand and creativity

of Marketing mix need to be planed and done carefully.


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Reference

Abbing, E.R. (2009). 'New brand relationship model' [online]. Available at:

Acessed on 15 January 2011.

Hatch, M.J. and Schultz, M. (2008). Taking brand initiative: How companies can align

strategy, culture and identity through corporate branding. Jossey-Bass, San Francisco.

Hatch, M.J. and Schultz, M. (2003). Bringing the corporation into corporate branding.

European Journal of Marketing. Vol. 37. No. 7/8. pp.1041 - 1064.

Holt, D. (2004).How Brands Become Icons: The Principle of Cultural Branding,HarvardBusiness School Press.

Morris, J.W. (2005). 'Making the Brand: Exploring the Role of Branding in Popular Music'.[online]. Available at: Acessed

on 15 January 2011.

Tarnovskaya, V., Elg, U. and Burt, S. (2008). The role of corporate branding in a market

driving strategy.International Journal of Retail & Distribution Management. Vol. 36. No.11. pp.941 - 965.

Wansink, B. (2003). Using laddering to understand and leverage a brands equity. Qualitative

Market Research: An International Journal. Vol. 6. No. 2. pp.111 - 118.
http://www.branddriveninnovation.com/2009/02/24/new-brand-relationship-model/http://www.amazon.com/exec/obidos/tg/detail/-/1578517745/qid=1131162161/onewwworldcomhttp://www.cjc-online.ca/index.php/journal/thesis/view/52http://www.amazon.com/exec/obidos/tg/detail/-/1578517745/qid=1131162161/onewwworldcomhttp://www.cjc-online.ca/index.php/journal/thesis/view/52http://www.branddriveninnovation.com/2009/02/24/new-brand-relationship-model/

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Marketing Mix and Building Brand Culture Edit