Brand Marketing

1. Introduction

This client-specific report was explicitly made for a group of individuals in New Zealand from Farmers Trading Company that was established in 1909. As one of the most successful department store chains, the company has undergone reduced profit margins as a result of the increasing level of competition. In order to improve the company’s profitability, image, and shopping experience, the managers requested to understand more about branding and brands. In order to provide David Norman and Anne with reasons why brands are essential to individual consumers, the report will explain various challenges and opportunities in branding with regard to the diversity of New Zealand’s population. The report will provide the most effective recommendations for enhancing marketing strategy for introducing and maintaining brands in all the company’s stores worldwide.

Brand marketing is an essential strategy that provides an edge in competitive markets. Branding is a promise to customers that informs them what they should expect from your products and services while differentiating an offering from that of the competitors. According to Tsai (2011), brand marketing enables an organization to stand out in a competitive market while giving credibility and a clear brand that leads to customer loyalty. In modern society, where there is a diverse society, brand marketing should attempt to reach new populations that are culturally rich. The incorporation of diversity in brand marketing can introduce new perspectives and the understanding of new ideas and community.

2. Brand Marketing in the Workplace
   2.1 Importance of Brand Marketing

The consumer market in New Zealand is growing in diversity, which has created the need to establish a genuine and real connection with the consumers. According to 2019, brand marketing that is founded is the main gateway for building brand sales and loyalty in the New Zealand Company. Branding provides an organization with a clear purpose that enables it to stand out among other organizations. When it comes to customers, the first impression is everything. Although what is provided to consumers is essential, clients often choose their company of preference depending on the presented brand. Branding offers a company with credibility that can create a competitive edge in the market. A clear and well-established brand makes it easy for an organization to appear like an expert in its operations. Customers are likely to make purchases from a company that seems knowledgeable and professional.

Consumers often assume that they get products that are worth their worth when they purchase from a well-established brand. On the other hand, an organization can charge more for their products to make traction in the business. With an established brand, the farming company will appear as professional, making it easy to charge more. In the same manner, customers are more likely to value what they are offered and pay more prices when they are provided with high-quality products.

Branding is beneficial to consumers and organizations. Customers are often attracted to organizations that appear to share similar values with them. Farmers Trading Company should enhance its brand in order to benefit from customer loyalty.  According to Tsai (2011), an organization should showcase their value for customers through branding in order to facilitate the development of an emotional connection with the customers.

Branding facilitates the creation of referrals and returning customers, which is an additional benefit to the customer. The clients and audience are the best form of marketing and should be enticed through marketing. Satisfied customers think of the organizations that provided them with satisfaction and are likely to refer their friends. It is also easy to create consistency with branding to create the expected customer experience. According to 2019, branding enables an organization to attract ideal clients because people tend to connect with brands that share similar values. An organization is likely to attract satisfied customers when the brand represents the business values.

Although most people perceive branding as a time-consuming activity, branding helps to save time and money in the long run. In order to succeed in the business, an organization must decide what is most important to them so as to increase productivity, efficiency, and profitability. 2019 ad 2019 agree that branding increases the confidence of consumers and an organization in the provision of its products and services. People are likely to trust expertise when they evidence confidence in operations. Established branding creates an easy pathway to introduce new products and services. An individual with a strong brand and loyal customers finds it easy to introduce new products and services. When an audience is interested in one’s activities, they are likely to participate and accept new offerings.

Branding provides an effective strategy to move forward by setting a tone for activities as one proceeds with the business. The establishment of a strong strategy makes it possible to ensure that the manufactured products are in line with the company’s goals and missions. According to 2019, branding provides a strategy for an individual to move forward with the business by setting the most appropriate tone for all activities. Organizations that have a strong strategy in place often refer back to make sure that their products and services are aligned with its goals and mission.

2.2 Opportunities and Challenges surrounding brands with Regard to Changing Diversity of New Zealand’s Population

The growing demand for talent and the aging workforce in New Zealand has reduced the working population available in the country. This aspect has created the need for companies to attract, recruit, and develop the best talent. According to Mishra, Singh, Fang, & Yin (2017), an appropriate culture at the workplace enables an organization to work and contribute positively to the brand’s utmost potential. The Farmers Trading Company requires new and advanced marketing perspectives and ideas in order to drive a diverse workforce that will facilitate the achievement of its goals and objectives.

2.2.1 Branding Opportunities in Changing Diversity

Diversity at the New Zealand company will enable the employees to become more competitive since every employee’s merit will be the base measurement. Taking into consideration the diverse population in the country, the company will promote equal and fair treatment of all individuals to promote the most effective brand. The promotion of diversity will ensure the achievement of organizational goals while ensuring the achievement of employee attitude towards their tasks. Introducing diversity in brand marketing will enable the company to benefit from improved productivity and enhanced services to clients. According to Yao, Martin, Yang, & Robson (2019), diversity at the workplace reduces the ratio of staff turnover in most organizations – the company will benefit from the employment of a diverse strategy.

2.2.1 Branding Challenges in Changing Diversity

Diversity at the workplace introduces a wide array of difficulties at the New Zealand Company. These challenges are facilitated by the fact that differences in people are more about recognizing the existing differences and promoting inclusiveness while combating all forms of discrimination. Branding in a diverse environment could result in a negative attitude that could affect a company’s growth adversely. Adverse attitudes could result in destroyed working relationships due to the language barrier that could result in damaged morale and declined work productivity. Although the company has made significant progress in most aspects of diversity in its brand marketing, Farmers Company is required to take additional needs into consideration, including the aging workforce and the changing cultural demographics. Diversity can have negative implications on the success of an organization if necessary measures are not taken implemented. According to Atwal & Williams (2017), diversity drives a poor culture that affects the organization’s success and growth potential.

Diversity promotes inclusiveness, an aspect that increases the availability of fresh and innovative ideas to increase productivity and profitability. For instance, older workers are more accountable for their work and value their work more compared to new graduates who have little or no commitment to their tasks. Besides, older people have more knowledge and experience when it comes to farming and farm products. Experience in issues of concern to the company enables accurate and fast decision making, which leads to enhanced customer service. Besides, older people are mature, especially when handling conflicts, an aspect that increases productivity at the organization.

However, while the older population is desired in most organizations, they can slow growth in that they are resistant to change and prefer the maintenance of the status quo. As opposed to the youth, they are slow to adopt new technology and new branding strategy, which could introduce inefficiency in an institution. Failure to adapt to advanced branding strategies can decrease the organization’s productivity and profitability in the long run. Although promoting diversity with regard to age is important, old workers have weakened body strength and have high risks of injury and sickness.

2.3 Employing Different Ethnicities

2.3.1 Benefits to an Organisation

In order to achieve its objectives, Farmers Trading Company should implement the inclusion of different ethnicities in the organization. According to Mishra, Singh, Fang, & Yin (2017), culturally diverse staff in brand marketing facilitates improved communication with customers since people are drawn to familiarities naturally. The ability to communicate in the customer’s native language will facilitate the creation of a natural rapport, an aspect that will promote improved negotiations. Diversity will make it easy to introduce changes in the market since the market will be made to understand the new culture better. As Atwal & Williams (2017) explains, multiculturalism will ensure that the company approaches issues from different strategies in order to achieve the stipulated targets. In addition, cultural diversity in brand marketing will encourage improved understanding in a manner that promotes positive and harmonious work ethics in a manner that promotes tolerance and acceptance between varying ethnic groups. Tolerance and understanding facilitated by diversity will encourage improved problem solving, thus creating a smooth operating process.

2.3.2 Challenges for an Organisation

Although diversity is encouraged in the continuously changing population in New Zealand, the company is likely to undergo high levels of discrimination that will affect its efficiency. Discrimination will introduce the alienation of certain individuals, which, in effect, will facilitate formal complaints and legal actions in the company. According to Almeida, Mazzon, Dholakia, & Müller Neto (2013), discrimination introduces undesirable behavior within an organization through the creation of inefficiencies that obstructs the efficient functioning of an organization. In order to achieve its objective, the organization should mitigate and remove all forms of discrimination and ensure the promotion of a positive working environment. Diversity in brand marketing could be barred by communication in terms of language and documentation mistakes. The company will endure reduced productivity, which will facilitate the creation of a situation where labor is high, and revenue is diminished.

3. Conclusions

Brand marketing will enable Farmers Trading Company to benefit from a competitive edge in the market. Branding creates a connection with customers in a manner that enables the customers to stand out from competitors. Branding is beneficial to the organization, and the consumers in that both connect and share similar values. Brand marketing will enable the company to benefit from customer loyalty through the facilitation of the development of an emotional connection with the customers.

In New Zealand, where the population is diverse, brand marketing should take into consideration new perspectives to promote the understanding of community needs and new ideas. Diversity in brand marketing will introduce competitiveness and change the working atmosphere in a manner that fosters high achievement while reducing staff turnover in regard to other companies in the country.

Having a culturally diverse population in brand marketing will facilitate easy communication with consumers due to enhanced tolerance and cultural understanding. Diversity should take into consideration the needs of the old and young while promoting multiculturalism and ethnicity. Multiculturalism will promote and harmonious and affirmative working environment. However, the introduction of diversity can also affect the productivity of an organization negatively due to increased discrimination, prejudice, and communication barrier.

4. Recommendations

Farmers Trading Company should embark on a journey of action and reflection in order to examine the compelling arguments that are caused to diversity within an organization. In order to benefit from enhanced decision making, better returns, and innovation, employee involvement is critical in brand marketing. Demographic factors, age, and multiculturalism should be prioritized in brand marketing to ensure that the needs of every individual in the target market are taken into consideration.

Considering the risks associated with a diverse culture, the company should ensure efficient management of the multicultural population. The management should endeavor to understand the strengths of every staff and ensure appropriate utilization of resources without any form of discrimination. Every employee should be educated on the importance of tolerance and the development of a culture where employees are appraised on merit rather than their ethnic groups. Favoritism and discrimination should be discouraged in order to promote a culture of tolerance and understanding of brand marketing. Such practices will ensure that the managing directors – David Norman and Anne – at Farmers Trading Company improve the company’s image, shopping experience, and profitability.

References

Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything!. In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-51127-6_3

Tsai, S. P. (2011). Strategic relationship management and service brand marketing. European Journal of Marketing. https://doi.org/10.1108/03090561111137679

Almeida, S. O. D., Mazzon, J. A., Dholakia, U., & Müller Neto, H. (2013). Participant diversity and expressive freedom in firm-managed and customer-managed brand communities. BAR-Brazilian Administration Review, 10(2), 195-218. http://dx.doi.org/10.1590/S1807-76922013000200006 

Yao, Q., Martin, M. C., Yang, H. Y., & Robson, S. (2019). Does diversity hurt students’ feelings of oneness? A study of the relationships among social trust, university internal brand identification, and brand citizenship behaviors on diversifying university campuses. Journal of Marketing for Higher Education, 29(2), 209-229. https://doi.org/10.1080/08841241.2019.1638482

Mishra, S., Singh, S. N., Fang, X., & Yin, B. (2017). Impact of diversity, quality, and a number of brand alliance partners on the perceived quality of a new brand. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-05-2015-0873