Destination Branding & Brand Architecture

Extract

[...] Therefore, when considering Destination Branding in Australia, the facilitators of the campaign must consider the top visual recognition aids associated with the country across the categories. Brand Architecture: Proctor & Gamble The House of Brands approach implies the use of a decentralized setup to target diverse markets. The approach allows companies to differentiate their products into independent brands that appeal to different markets. According to Harish (2010, p. 155), brand architecture is a means to organize the brand portfolio that describes the brand roles and relationships between brands. [...]

[...] In conclusion, Destination Branding and Branding Architecture selected by EOS Cashmere Skin Collection should consider the visual recognition items of the selected categories and the Australian demographics before they are fully adopted. Proper investigations to determine the facilitating factors should inform all the marketing and branding decisions to help the company achieve its mandate and secure a significant market share in Australia. References. Harish, R . (2010). Brand architecture in tourism branding: The way forward for India. Journal of Indian Business Research 153-165. 10.1108/17554191011069442. Keller, K. L. [...]

[...] Humans have different skin types depending on aspects such as age, gender, race, occupation, and geographical location. Therefore, skin care products should reflect diversity according to the client's skin profile and requirements. Utilizing the House of Brands approach helps the company adopt a niche-driven product branding initiative to differentiate its product and marketing strategies to cater to particular aspects of its target market. However, such an approach is usually expensive, especially when considering the market elements, as the company has to specifically market to each of its target niche markets (Keller p. [...]

[...] (2014). Designing and implementing brand architecture strategies. Journal of Brand Management, 702-715. https://doi.org/10.1057/bm.2014.38 Kotsi, F., Balakrishnan, M. S., Michael, I., & Ramsøy, T. Z. (2018). Place branding: Aligning multiple stakeholder perceptions of visual and auditory communication elements. Journal of destination marketing & management, 7, 112-130. [...]

[...] Destination Branding & Brand Architecture Destination Branding & Brand Architecture. Washington University in St. Louis Destination Branding & Brand Architecture Different nations have different market dynamics, regulations, population composition, and purchasing power that inform how different brands market and promote their products in the country. Australia has unique characteristics that marketers trying to gain a significant market share from; regardless of the industry, they must find ways of catering to before they can make sales and profits in Australia. This paper will provide context on Destination Branding and Brand Architecture to showcase what brands must consider when interacting with the Australian market. [...]