Measurements
The challenges the brand struggled necessitated radical measures to be taken to be more competitive. If the brand could differentiate itself by price, it could either choose to concentrate on low cost value or high cost value customers, so that it could fully exploit the available opportunities in terms of customers of that category. In line with that, there was the niche of the industry that the company could concentrate and exploit to maximize its profits (Macdonald, 2000). In spite of the various difficulties the brand experienced in achieving the ultimate goal, a variety of insights helped to counter the challenge and made it successful to what it currently is (Keller, 2006). The key one among them includes creating an opportunity where the customers were able to find the brand and identify themselves with it as they internalized the message. This was discovered by building and making creative campaigns by digital means on screens that enabled a large number of consumers access the brand. This made a significant impact on the customers in that, their perceptions and attitudes on the products changed over time and begun to have an appeal to fulfill their needs with the company’s products courtesy of the brand ‘Charge Me Up’. It now meant they’ve achieved all what they needed in the products once they get it.
The brand name ‘Charge Me Up’ communicated quality. Customers were assured of meeting their expectations economically, where they were ready to pay more to get the best, hence, they got value for money. Specific brand elements that were used, added value and pronounced the quality of the brand. These include the following: logo, name, colors, graphics, catchphrase, sounds, and movements (Bhimrao, 2008). All these elements created a big impression in the minds of the customers and got their attention and interest into finding more about the brand. Through market intelligence gathered in the initial stages of introducing the brand in the market, customers had an appeal to see the movements and sound effects of the brands, which is what was incorporated into the website where they were able to access the brand and learn more about it. This was an added advantage, as the specific brand features like that of sound and movement was added at customer’s request, and the customers got what they need for their satisfaction.
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Conclusion
Branding has been an important aspect as far as product marketing is concerned. Many organizations and companies strive to position themselves in the market through a brand, where it acts as a communication tool for all its products and services to its customers. The brands identifies the products and company itself and differentiates the products from those of the competitors in terms of quality and the benefits the customer gains from using this very product. A well designed branding strategy not only makes the brand a success like ‘Charge Me Up’, but takes the company to another level where it becomes more or less like a monopoly in that industry, because of little competition. Therefore, it is essential for organizations to invest in branding since it has immense benefits to the customer and to the company itself by raising the sales volume and widening the customer base, and ultimately grow the profit margins.
References
Bhimrao, M. G. (2008). Building brand identity in competitive markets. Journal of Product & Brand Management vol.17, no. 1, pp. 4–12.
Keller, K. (2006 ). Managing customer-based brand equity. Journal of Marketing , vol.57, no.1, pp.1–22.
Macdonald, E. & Byron, M. Sh. (2000). Brand awareness effects on consumer decision making. Journal of Business Research, vol. 48, no. 1, pp. 5–15.
