While it is true the “ideal capitalism” requires an equal playing field, it is not necessarily true, that is the case. There is regulation where government intervenes—to see to it there is that level playing field yet sadly enough, this is not necessarily the case for many countries. There are dubious characters within the marketplace such that foul play becomes the reality. We call this piracy, smuggling, influence-peddling, tax-evasion, bribery and so forth. These practices dampen the open markets and make it difficult for branding to succeed.
There are also cases where poor policies are set in place to retard branding; be it for bad banking practices, false advertising, industrial theft, ineffective police work, and even political overtones to favor industries. Attention toward legislation can correct these barriers; however, to many, these are left unattended. As businessmen and as proprietors, we require an equal playing field. Case in point . . . China, need we say more?
Superbranding is simply the consistent delivery of the brand promise that generates integrity making it the brand. Integrity being the key towards any distinction toward branding is most difficult to achieve for many who with intent prefer foul play. Brands that succeed over decades and centuries have not had it easy with changing consumer preferences, up-setting trends and even innovations that can easily turn a product or service inutile and no longer relevant, and yet stay the market. This is the reality brand custodians have had to live with the world over.
This is the reason there is always high regard for brand custodians who have stayed the market over time, making themselves prosperous no less but examples for marketing successes. Strategic management is what is required for brands to stay the marketplace. We need to remember that change is the only constant through time and consumer preferences change together with their habits. With over 30,000 new entrants in the marketplace for products and services, how does one compete in a very tight playing field smeared with bad practices to succeed to make the brand?
Today, even countries have found it pragmatic to brand with products and services to promote their nationalism. A good example of this would be South Korea vis-à-vis LG, Samsung, Hyundai, etc. Then there are the Japanese brands (made in Japan “with pride”) such like Sony, Nissan, Hello Kitty, to name a few.
Branding may not seem easy to grasp, but the true measure for any marketing strategy to succeed requires branding!