The strategic implications of branding in the international telecommunications industry
Summary :
Table of Contents
- Introduction
- The result of having a strong brand
- Implications of branding in the telecommunications industry
- Varying the modalities in terms of perception
- Increased competition in the telecommunications sector
- Great variations in terms of marketing
- Compartments of brand configuration
- Models suggested by Porter
- Conclusion
- Bibliography
Abstract
branding is the use of unique names, terms, signs, symbols, or designs or a combination of these factors to identify the source of a product or service (Kotler & Armstrong, 2008). According to Knox (2005), a brand is simply a thing, which provides the client supplementary charge founded on factors over and above its serviceable presentation. A firm's brand serves as the primary source of its competitive advantage and an expensive deliberate advantage (Aarker, 1991). branding is a significant element of marketing strategies and companies use brands to penetrate the market and retain reasonable market share through strategic approach to the creation of unique product qualities and brand specifications. Indeed, brands influence consumer perception about products and strategic application of branding techniques results in value addition to products and services. For example, many consumers would perceive a bottle of red wine as a high-quality and expensive product. However, the same red wine would be viewed as low quality if it is packed in unmarked bottle, even if the taste was identical.
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