popular to create a brand image. 1.02 Objective •
The objective of this report is to have an overview on Branding essentially in monitoring of promotional process in marketing aspect.
1.03 Methodology •
For the preparation of the paper both secondary and primary sources information are used. The secondary sources of information are published books concerning the issues. However, various articles and research reports published in different journals and website also are studied and taken inconsideration. As the brand employee especially the higher management plays a significant role for implementation of the projects regarding brand and branding, the views of some branding approaches which are effected issues are collected and incorporated in the preparation of the paper. The empirical method used is a multi case study. Data were collected from few same companies in the (mobile) business industry through in-depth interview. The data were analyzed using systematic coding and categorization of qualitative evidence.
Chapter-02 LITERATURE REVIEW Literature review is described under two questioners• Why branding is important in marketing? • How advertising helps to build a brand? 2.0 Background Branding is an issue which receives some, but not much, attention in literature on international marketing. Independently, globalization and branding have been given due attention, but the interrelation between the two has not. The aim of this article is to examine the approaches and benefits of a global branding strategy and set out a framework for implementation. A global brand is also known as an international universal of worldwide brand. For the purpose of this article, global branding can be defines as the international offering of a predominantly uniform good, the name of which is associated by consumers which high symbolic value of estimation of worth. The products and substantial consumer’s loyalty and brand provide convenient identification. Callman[1], Kronz[2] 2.1 Essential nature of global branding Holmes and West [6, p.23] draw attention to the search for “..The secret formula that can sell a brand worldwide”. The “search for similarities rather than differences” means that, with respect to a particular product of brand, people from different countries may have more in common with each other than with other types of people in own country. [Kaynak-7] further argues that changing global business and marketing systems are reorientating management philosophies and organizational structures towards regiocentrism