Postmodernism and benethon

MODULE BNM03
ADVANCES IN MARKEDTING THEORY

SYMBOLIC BRANDING OF BENETTON

ENROLMENT NO: 01078895
SUBMITTED 24/05/2002
TO:GILL ALLARD

CONTENTS

Brand and Organization: fitting the needs of target consumers
Brand Loyalty ‘Long-Term Relationships’
Reputation Management: What are the real experiences of managers?
The Merge of Global Culture
Globalization and ‘Modern’ CultureEmergent Patterns of Mixed Local/Global Consumer Behaviours
Contrasting Views of Consumer as a Possible Postmodern
Postmodern Tentacles
Postmodern Impacts on Marketing
Fragmentation is the New Segmentation
How Strategies work in Postmodern Era
The Play of Postmodernism and Long-Standing Cultures Narratives
Benetton: Marketing Emotional Branding
Benetton Spread its Tentacles
Benetton BackfireConclusion
References

Brand and Organization: fitting the needs of target consumers

To be successful in today's turbulent business environment, brand companies need to adopt the kind of organisational structure that allows them to deliver successful brands. Traditional hierarchical structures may be unnecessarily restrictive and prevent companies responding fast and effectively to shiftingconsumer preferences.

Organisational structure is the framework within which brands are managed successfully; one key role in the 21st century is human capital and non-standards pattern in managing knowledge. Work with vast amount of information, know bow to connect across cultures and benefit form globalization besides the well used of technologies in order to add value are some of thefactors that encourage to success brands. Going further, creative strategist crafts distinctiveness and leads differences, which a brand may pursue to be continually better.

Following Hankinson (1999) there is a type of brand structure, which first emerged in the 1970s and 1980s, based on a dual chain of command which aims to achieve an equal balance of power between linkages as functional sectorsas advertising, new product development or divisions as marketing, finance with the brand management; in such structure both the brand manager and functional/division manager hold equal authority.

Brand Loyalty ‘Long- Term Relationships’

The brand must have sufficient meaning to them so that they purchase it not because of convenience or deals, but because the brand represents importantbenefits or values to them. Brand loyalty is an intrinsic commitment to repeatedly purchase a particular brand.

Brands, it seems, can now be lifestyle appendages. In such a world, those who own them had better protect them. In addition, brands are a promising target for consumer advocates. Here suggests best practice in reputation management thus requires considerable reflection and honesty.Virtually anything an enterprise does or says will either enhance or destroy brand value. Reputation management has become a natural extension of brand care - good reputations sell goods and services, poorly managed ones destroy shareholder value.
A brand is, of course, much more than a name and a logo. Today's brand strategists say brands evoke distinct associations; they ascribe human personalitytraits to brands; they speak of "long-term relationships with customers" rather than transactional exchanges. Brands carry emotional attachments, brands are your neighbors, your colleagues and your friends. In short, brands have the potential of providing customers with a variety of pleasant, or unpleasant, experiences. Companies must actively manage the brand-customer "relationship". It hasbecome a matter of managing the company's reputation in the eyes of its various stakeholders - including its customers, suppliers, trade partners and employees. Anything a company does or says can add to - or destroy - brand value.

Reputation Management: What are the real experiences of management?

Reputation management is thus a natural extension of brand management. Done well, reputation...