Background Information
Dodge takes its muscle cars and sports cars to the market, creates positive and prospective experiences for the clients and the company. Despite the fact that marketing and brand are interrelated aspects, it is wrong to say that the first aspect circumscribes brand. Specialists and products that shape a person’s perception drives brand. Dodge views branding as a means that helps the company control clientele that it wants to attract. Brand is the perception that reflects consumers’ view of vehicles produced by Dodge. It is mentioned a lot in cheap custom papers
Usually, when the car manufacturer starts planning its working process and further course, it incorporates brand in the marketing domain. Investing in branding and improvement of quality are crucial for every enterprise regardless of size and scale of operations, duration of work, and experience. Branding and manufacture of high-quality products are the top priority as this long-term investment will significantly pay off in the course of time. In addition to the quality and product’s perspectives, the brand also focuses on consumers’ emotions, people, and their personal preferences.
Problem, People, and Resources It Affects
High-quality production and branding affect every person engaged in selling and purchasing. They also enhance business value as well as allow increasing a cost of product and price of shares. On average, individuals are more willing to buy expensive branded products than the generic ones. If Dodge entrepreneurs invest in branding and properly differentiate the company from the competitors, they will have privileges of demanding a high price for their products and services. Branding also will help in establishing the business as a leader on a market and will empower the organization with numerous benefits. Often, a decent salary and high-quality production greatly motivate employees to choose the particular company to work with. However, it is not the main factor. Employees also take into account branding. Almost 60% of managers consider a brand as a critical segment of the organization’s HR strategy. In addition to attracting clients, the company also tries to stand out among the rivals and demonstrate its potential so that customers and employees choose it. Branding not only boosts productivity but also produces the emotional connection between Dodge and clients. Moreover, this approach and strategy help the company to turn staff into brand ambassadors.
Different Perspectives Related to Branding and Alternative Solutions
People can define and perceive a brand in different ways. From one perspective, it reflects the visual side of things, while from another one — the conceptual side. In fact, branding consists of three components that companies widely use in their professional activity. These components include intention or logic, the reality, and the visual representation of a brand. For instance, Dodge organizes its working process in such a way to reach improvement and solve brand-related problems.
Thus, the company promotes its brand based on the aforementioned components. Manufacturers also pay particular attention to the place that their firm holds in the domestic and international markets, prospects, and customers’ reviews. Efforts and time that managers spend on branding depend on the stage of growth, sophistication, and human and financial resources. However, the involvement of a third party to improve branding is unavoidable. Similar to many other manufacturers, Dodge has gone through the rebranding process, noticing that their brand inadequately fulfills its main function. As for the visual representation of a brand, style guides provide the visual continuity related to aspects that present the company in the mass media and printed sources. Continuity ensures better impression if colors and fonts are applied in an unobtrusive and proper manner. The fundamental idea is the way the brand looks. The brand’s reality is another significant component that affects the company’s further perspectives. Unfortunately, it rarely gets the deserved attention. Well-designed marketing materials and the brand strategy are similarly important. The way Dodge performs nowadays produces the powerful impression on clients’ minds.
Furthermore, the interaction with foreign business structures, ethics, and social networks play a complementary role in the context of branding. These aspects accelerate the internationalization process in all companies, including Dodge, regardless of their size and scale of operations. International enterprises gain significant benefits from investment in the business networks that function overseas. If Dodge holds this position in the networks for a long time, it will help the company accelerate and improve the working process, develop social capital, and attract more clients. Compliance with social norms and consideration of cultural background also can produce significant benefits, help the car manufacturer enjoy all given opportunities, and send branded goods to the domestic and international markets. Additionally, the purchase intention, trust, perspectives, reputation, expertise, attractiveness, quality improvement, and brand credibility affect the way industries run in developed and developing countries. In particular, Dodge highlights the attractiveness of its vehicles and consumer preferences as well as invests in marketing to accelerate sales and increase clients’ awareness of perspectives and trends.
Recommendations and Reasons
In order to ensure that consumers recognize the brand, Dodge should continue investing in certain areas, examine investment strategies, improve quality, and focus on successes and failures of investments. Usually, the practical application of investment policies and governmental programs increases capital flows into current trends and major sectors that affect the state of national economy. The proper management of a brand is a challenging task despite the establishment of multi-channel and multimedia retail environment. From a microeconomic perspective, managers of Dodge deal with every channel separately, meet clients’ demands, and foster communication to maximize positive effects related to sales and equity. From a macroeconomic perspective, they interact with consumers across the world, develop various options to reach international clients, and make sure that the global community and partners recognize their brand. Moreover, contemporary marketing provides alternatives as well as develops and utilizes various communication means regarding the purchasing and selling of products and services. In order to enhance brand recognition and improve quality, the manufacturer can open additional branded stores (including online ones) and introduce e-commerce site to attract more and more customers across the world.
Brand image and public awareness play a critical role in this context, and the brand credibility positively effects purchase intentions of clients, improves the company’s reputation on the domestic and international markets, and serves as a good example for other countries and companies to follow. Brand awareness and image signal about the consumers’ willingness to purchase branded goods, predict their further behavior and attitude in this regard. Companies with low brand recognition change the situation by taking necessary measures, including the introduction of a media plan, effective allocation of funds, accommodation of various advertising types, recognition of potential and number of buyers who are willing to purchase products, and the promotion of advertising campaigns across the country and the world. However, if a brand exists, advertising greatly supports the company in all its undertakings and professional activity. Without branding and advertising, Dodge will not be able to enter and operate successfully on a market and strengthen its position. Nowadays, investment in branding is related to the brand financialization that accelerates market capitalization and increases contribution.
Qualitative and Quantitative Evidence Supporting Reasons
Experience-based referrals are produced through the interaction with an enterprise, while others solely depend on the brand’s strength. 46,4% of them are based on reputation, while 48,1% — on expertise. Most of the referrals (95,5%) come from sources that did not have any relation to the previous experience of companies that participated in the study. A brand positioning research guarantees the relevant and differential foundation of brand’s communications. The main purpose of a brand positioning research is to determine ways to gain a unique place in clients’ emotionally compelling mind. Lifecycle, categories, target, and other aspects are taken into account as well.
In order to succeed, the U.S. car manufacturer conducts a deep branding research to collect data, identify clients and their preferences, and improve the quality of vehicles. It helps the company to reach targeted audience through well-developed messages conveyed in a simply and unobtrusive manner. The approach that the upper management chooses will show whether consumers are interested in their services and products and are convinced to buy them. If the company focuses on clients, with whom it shares similar attitudes, ideas, and values, managers can be sure that commercial messages will produce the desired outcome. Instead of appealing to a wider audience and attracting many clients, branding allows the enterprise to establish an accurate base of customers who are willing to purchase products and focus on it. This approach brings significant benefits due to the ability to build client loyalty and turns buyers in brand advocates. Therefore, investing in branding and improvement of quality are crucial for Dodge experience. Branding is the top priority, as this long-term investment will significantly pay off in the course of time. In addition to the quality and product’s perspectives, the Dodge brand should also focus on consumers’ emotions and personal preferences.
