Background
High competition between multinational companies is observed in the global markets. The companies face difficulties to introduce their products in the international markets and attract customers who have different perceptions and preferences. In such critical situations, branding allows companies to attract customers towards their products. Branding is a long process that allows customers to relate to the product as they perceive certain characteristics of the brand that makes it recognizable. The marketers who acknowledge the audiences for the new product to be introduced in a new market or a group of customers and then plan strategies to resolve their issues create the brand. It requires effective advertising campaigns with a reliable theme to create a brand name (Gregory & Wiechmann, 2002). It takes a time for brand recognition in the market by adopting and applying effective marketing strategies. The companies provide awareness to people regarding their products and make efforts to create a linkage between consumers and their products (Aaker, 2009). Although consumers play a significant role in shaping up a brand for the product, the company influences consumers through marketing techniques and tactics to increase the popularity and recognition of the brand of the company.
It is challenging for businesses to develop a brand image due to competitive forces and retain it to achieve future benefits. The control over factors and elements present in a particular market for creating a brand is essential to gain competitive advantage. However, uniqueness and better features of the product may prove to be significant in the creation of the brand. Moreover, brand recognition in the market can increase the profitability of the business. Another crucial thing is to develop the brand through effective strategies, tactics, and tactics to maintain position in the long term. The companies also revive their brand development plans through brand extension. The brand extension can provide benefits if the product has better quality or features than the previous product. Introducing a new innovative product that meets consumers’ demand makes a brand or else it would be considered as just another option to the buyer and could be easily forgotten. Brand lovers have some expectations with the brand so the analysis is mandatory to determine how a brand can be effective in providing expected outcomes in the long run (Aaker, 2009).
Introduction
Goose brand is chosen for this report as it is one of the most successful brands in the world. Goose is the brand that was introduced by Canada Goose Company in1957. The brand has a variety of products that suits to cold weather. The products of the company include parkas, hats, jackets, vests, and other apparel that are designed for the cold weather. The analysis focuses on this brand to evaluate the elements that are essential in branding a product. The brand has attracted consumers through the use of effective marketing strategies that include engaging celebrities to promote its products in the Canadian market. Although the prices of the company products are high, it has high brand recognition in the market due to its quality and popularity among customers. The paper will highlight some important factors that should be focused on achieving the long-term objective of creating and sustaining a brand and its value. The major elements in the analysis are brand inventory and brand exploratory that enable the company to develop its brand. However, there are few tactical recommendations provided at the end of the paper. The analysis is helpful in analyzing the brand creation and positioning of Goose that can attract new customers to this brand.
References
Aaker, D. A. (2009). Managing Brand Equity. New York : Simon and Schuster.
Gregory, J. R., & Wiechmann, J. G. (2002). Branding Across Borders: A Guide to Global Brand Marketing. London: McGraw Hill Professional.
Maguire, M. (2007). Brand Marketing: Image - The Key to Success. Munchen: GRIN Verlag.
