Introduction
Blendworth is one of the international companies that deal with the production and sale of fabrics. The company is in the business of selling high quality fabrics and wall coverings which match the current fashion trends.
The company sells products such as; skills, velvet and wall papers (Blendworth 2012). A brand can be regarded as a promise by the company to the consumer that the product will perform as per the customer’s expectations. Branding is imperative as it gives information about the superiority and quality of a given product as opposed to the competitor’s products.
To the customer, branding entails quality, less time wastage during buying, a symbol and lower risk as one knows the product performance. Proper branding means that customers spend less time making purchasing decisions and they remain loyal to the brand as it satisfies their needs.
To the company, branding is the basis for competitive advantage, a sign of high quality, increased financial returns and a means of developing unique connections with the customers.
Brand Goal
The overall goal of this project is to increase the profile and reputation of Blendworth Company (Holt 2004). The project hopes to create awareness among the consumers of the company’s products, improve the company’s competitive advantages, differentiate a company’s product from others and create a connection between the company and the customer.
Situational Analysis
The development and enhancement of the Breadworth Brand is mainly geared towards increasing awareness, differentiating the company’s products and creating a competitive edge for this company (Kotler 2003).
Through the previous research, it was found out that Blendworth has a good reputations and brand that is slowly eroding due to increased competition and lack of proper marketing strategies. The SWOT (strengths, weakness, opportunities, and threats) analysis revealed that the company has a strong brand, experience, good capital base, highly experienced workers and excellent corporate culture.
Its main weaknesses are few products, lack of adequate marketing strategies and failure to introduce new products. The main opportunities are the high demand for fashionable fabrics, a large international market and company’s positions. The main threats are increased competition by incumbent companies as well as new entrants, substitute products and customer tastes and preferences (Aaker 2005).
Most of the Blendworth company customers are both local and international. The domestic market has 2500 customers and the foreign market having 3000 customers in 40 countries. The main customers are individuals, designers and retailers.
The company faces stiff competition from local and international companies that are slowly eroding the brand and reputation of the company.
Brand vision strategy
The brand vision strategy is an expression of the future that the company wants to take based on deep understanding of the consumers wants and the ability of the company to fulfill these wants.
Blendworth Brand vision: Blendworth, prides itself in the productions and sale of high quality fabrics and wall coverings that exceed the customer’s wants and provide unsurpassed comfort.
The company will strive to lead in providing fashionable and aesthetic fabrics, wall papers, silks, velvet and other fabric related products. The company will ensure proper evaluations on quality, price, employee and customer satisfaction so as to ensure that continued growth of the business (Clifton 2009).
Brand promise: Blendworth will ensure the provision of high quality fabrics at reasonable prices
Target Audience
Blendworth branding campaigns are intended to target three different kinds of audiences as represented by the target market analysis. The target audience can be classified into two main groups and further, these two groups are subdivided into three main parts. These are indicated below
Local audience
The local audience comprise of all the local customers found in United Kingdom. Currently, the company has 2500 local customers who can further be classified in a hierarchical manner such that the most important client is given the highest priority.
- Designers.
- Retailers.
- Individual customers.
International audience
The other class of customers is located outside the UK. Currently the company has 3000 international clients working across 40 nations. Again, the organization of audience in terms of priority is shown below
- Designers.
- Retailers.
- Individual customers.
Branding objectives
Blendworth will launch a three year branding campaign. The main objectives of this branding campaign are:
- To develop a three year promotion and advertisement campaign aimed at strengthening the Brendworth company image.
- To redesign the web and other brand element.
- To increase the Blendworth company customers by 20 percent every year for the next three years (this applies to both international and local customers).
- To increase the brand loyalty, company prestige and status.
Branding Strategies
Branding is a holistic process where the company’s products are promoted as being effective, of high quality and of a competitive price (Aaker, 2004).
For Blendworth Company to brand their product, the change process should be holistic and should improve the product quality, price, promotion, the distribution channels and the communication between the client and the company (Aaker 1995). In this regard, the branding process will focus on these major issues. The branding strategies are:
Product improvement
The first step will be study the company’s product in relation to the competitors. The company’s fabric will also be compared to the best quality fabric worldwide. This will enable the company to improve their products based on existing standards. The production department will work closely with the sales department and ensure that continuous improvement of the products based on the current fashion trends.
Promotions and advertisements
The company will create a two year advertisement and sales plan that will be rolled out locally and internationally. The company will prepare a two year marketing plan to help in branding (Caples 1998). Locally, Blendworth will market its products through the use televisions, broadcast messages and through the print media.
The use of these media will ensure that the message reach the targeted customer. Other marketing strategies to be used locally are the social media and the internet (Hooley 2012). These will enable the company capture the young people who will be drawn to buy the products. Internationally, the company will prepare advertisement materials and work closely with the retailers and designers.
The promotional messages will then be transmitted to these middlemen who will then market the products on behalf of Blendworth.
To prepare adverts for the international customers, Blendworth will work with designers and retailers in those countries so that the advertisements are tailor made for a given target market (Kaser 2012). It is important that the advertisements be made so as to target a particular region Yeshin 2006).
Product branding
The entire product from the Blendworth will be branded with the companies name and a promotional statement. These two items will be redesigned so that there are more appealing and they artistically represent the company’s main theme.
Website redesign
Blendworth website will be redesigned so as to make it more appealing and flashy. This process will transform the website into a creative, user centered site that integrates the company’s missions and vision with the brand that is being developed.
The website will have additional features such as linkages with the social media where feedback from customers can be accessed. The development of this website is imperative as it will serve as a communication link between the customers and the company.
Product launch
One of the best methods to show continuous improvement is the use of product launch. As aforementioned, the company will develop new fabrics in line with the changing fashion trends.
When new improved products are brought into the market, the company will organize for product launch to be aired on televisions, print media and through the internet (Doyle 2001). These launching events will ensure that the company gets media attention as well as involvement by top designers and retailers who will in turn buy the products (Lynn 1995).
Sponsoring events
The Company will sponsor events dealing with interior decorations and trade fairs. These events will be held in the major towns around the world. These events will bring designers, retailers and the public into viewing our products and this will enhance the brand (Kapferer 2012).
Success stories from top designers
The company will collaborate with successful people in the fashion, music, movie and athletics industry. Using these people, the company will show their homes having blendworth fabrics and other products. This will enhance the brand image (Mullin 2012).
Price discrimination and differentiation
For Blendworth to succeed in international market, prices and quality should be differentiated regionally. High class markets should get high quality fabrics at a very high cost. This is because these customers link high cost to quality.
On the other hand, medium and loss class residents should get fabrics at a lower price and of a reasonable quality. In this way the company will become a market leader in terms of pricing (Nagle & Holden 2001).
Resource provision
For effective branding, the necessary resources for product improvement and advertising should be availed on time. Provision of resources will ensure timely implementation of the branding enhancement process.
Measurement and evaluations
The success of the branding campaigns must be measured so as to determine the overall effectiveness of the whole process. Several measurement procedures were developed. These are outlined in table (1). The measurement will be determined by the key performance indicators (Neumeier 2005). The process of evaluations will follow the following structure
- Base-lining: at this stage, the researcher will determine the existing conditions. These are the current sales record, the current feedback message on the website, the current profit, the number of customers at the moment and the available resources.
- Outlining the evaluation procedures: The researcher will then outline measurement methods for all the strategies and objectives, these measurements are outlined in table 1
- Evaluation: The measurement will be carried out during the whole implementation period. These measurement will enable the implementation team understand progress and make the necessary changes (Sheth, Gardner & Garrett 1988).
- Changes: After evaluations, the changes will be made so to restore the branding process on track. If the evaluations indicate that the process is on track, then no changes will be made.
Table 1: evaluation strategies.
Brand Element
For Blendworth to succeed in building its brand, it is imperative that the main brand elements are designed so as to effectively communicate to the customers and there are also easily recognized by the clients. Brand elements must be memorable, meaningful, protectable, transferable, aesthetic, appealing and adaptable (Wheeler 2009). The following brand elements are necessary:
- Position statement: This is a unique selling proposition that will be used to market a product. Blendworth is an international company selling high quality fabric at the most cost effective price; we are the best in the market offering unsurpassed products that exceed the customer expectations.
- Logo: The Company will hire artist to design a logo to be used as a label. When customers see the logo, they will be able to recognize the company’s product. The logo will combine aspects of quality, the company name and create an image of excellence.
- Brand name: “Blendworth” will be used as the brand name. This is because the name has been used for many years and it represents excellence and experience.
- Communication tone: The company staff should be trained so that they communicate with clients in a friendly and appealing way. Communication through telephone, writing and internet should be done in a friendly way.
- Company jargon: this is a single statement that sells the company products. The proposed jargon will be “fabric quality and excellence”
Time plan
The main activities during the branding process are tabulated below
Communication Methods
Communications plays an imperative role during branding as it provides channels though which customers get information. The main communications methods to be used are:
- Advertisement: these will be carried out through
- Print media: include newspapers, magazines and articles
- The use of television and radio for advertisement
- Use of promotional merchandise such as flags, banners and billboards.
- Direct marketing: will be done using broadcast emails sent to prospective designers and retailers.
- Internet advertisements: it entails the use of Google, social media sites such as face book and tweeter, tumbler and advertising on designer websites.
- Events: these include trade fairs and interior décor shows. These events will be advertised to ensure public awareness.
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