Describing the “brand culture” of a specific brand . Select a specific brand tha
ID: 434093 • Letter: D
Question
Describing the “brand culture” of a specific brand. Select a specific brand that is familiar to you. Answer the following questions in regards to the brand you select. [Note, you will need to read and refer to the “Brands and Branding” reading for this portion of the assignment.]
1-What is the brand’s culture? [as part of your answer, say what a brand culture is, then describe this brand’s “brand culture”].
2-What is one specific example of how each of the 4 different authors of a brand (i.e., the firm, popular culture, influencers, and customers) have influenced this brand’s “brand culture”?
3-In regards to this brand, what is a specific example of one of the component of brand value (i.e., reputation value, relationship value, experiential value, and symbolic value)? [Note, as part of your answer, describe the component of value you select and give the example of this value using the brand you have selected.]
Explanation / Answer
1.BRAND CULTURE- It is said that 'Brand culture is your culture'. A brand will be more relevant to consumers and stable for a longer period of time if it can operate much like a culture itself. A company must develop such ethics and culture in which it believes in and act in accordance with it.The company, its product or service,its public statement, advertisement, policies, business decision etc all will be then in alienment with those ethics and its culture and contributes to a brand’s uniqueness and positioning in the world of fierce competition and globalization
Brand Culture is not just about the marketing or branding , it involves the entire organization. This provides a strong foundation that drives all internal and external actions and communications.
GOOGLEwhich is an American multinational technology company that specializes in Internet-related services and products is one such name which has been synonymous with great culture for years, and has set standards for many other organisations for not just the perks and benefits they offer to its employees but even beyond that. Free meals, employee trips , bonuses, gym, On-site physicians,Free dry cleaning even Death benefits and a friendly environment are some of the examples.In short google employees are given an environment where they are kept motivated driven maintain productivity and are free to work in a way they are most comfortable.
2.Google believes in the strategy of retaining its talent rather than hiring new it means less time and money spent on recruiting.This has proved to be has paid off well for the organation.
Google keeps on actively changing and maintaining its culture, because it’s crucial to their success. as per their set of culture and valures it all starts with people and they are managed well it will lead to great business with great people for whom their work is no more burden rather its fun to work.
Like every organisation Google also has its rivals who are contantly trying to capture the market and also to lure its best talents. That is how they now have renewed and intense focus on making products beautiful and interesting for example DOODLES, X phones, google glass, google Photos etc which allows them to be open to change and continual advancement
Google mission statement emphasises on their commitment towards their end-user needs: “To organize the world’s information and to make it universally accessible and useful.” Where as for other companies the focus is on marketing their sites and increasing advertising revenues, Google's search page does not have pop-up advertising, because the company felt that it was annoying to end-users. They made sure that all their advertisements would be marked as “sponsored links.” This made the culture on improving consumer experience and putting customer experience higher in priority that making more money this approach has been crucial to their success.
3.BRAND VALUE is the core values and belief system the company has at the very base of the company when it was formed . What ever changes come in the company stategy and its product or management the core values always remains the same.Googles core values are: