IMC - Brand Structure and Management
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Rescooped by Rohan Berry from Brands and brand management:the importance of brands. IMC!

The American Fast Food the World Loves: Top Global Brands - Forbes

The American Fast Food the World Loves: Top Global Brands - Forbes | IMC - Brand Structure and Management |
Many of the top fast-food chains have thrived through the downturn thanks to international expansion. Here are the American chains with the biggest international presence...

Via Rory Kelly
Rohan Berry's insight:

This article shows how quick the U.S based fast food restaurant industry is growing all over the world and how. The leading brand, without a surprise is McDonalds, with more than 18,700 international units. This article revealed how these different fast food brands are capable of gaining success by adapting to the various countries. McDonalds for example, has customised their menus according to different countries and their cultures, showing that the brand cares for its consumers. Another good example is Subway which has overcome ''substantial menu changes for individual markers, including going vegetarian in its India restaurants". I strongly believe that adapting to different markets but still keeping a strong brand identity is the way to success for businesses. 



Nandy Lihandra's comment, March 21, 2013 7:52 AM
This was an interesting article giving us numbers of how many fast-food chains were opened last year. The last two paragraphs in particular was quite interesting to think about, because it is true. A company doesn't necessarily have to open thousands of stores throughout the year. If they only open a few and are a big company anyways, they will still make as much money as fast-food chains that open thousands of new stores.
Finn Mclaren's comment, March 21, 2013 8:25 PM
My views are similar to Rohans as I think what these huge conglomerates have done well is create a brand image that is the same all across the world, a brand that has the same values an portrays the same image as its counterparts back in the US as this is what many people want. I also think they have done a good job dealing with the challenges of different countries cultural differences by changing their menus with comprising the brand and there global image.
Priscilla Tuisamoa's comment, March 21, 2013 11:05 PM
This article gives some good examples of brands that have successfully branched out. I agree with Alex, that the growth and popularity of each of the companies mentioned (i.e. Subway, Duncan Dounuts, and Mc Donalds) can be attributed to marketing strategies that have made those brands internationally regonised.
Rescooped by Rohan Berry from Brand Structure and Management IMC!

The Importance of Branding for Businesses

The Importance of Branding for Businesses | IMC - Brand Structure and Management |

Branding is successfully creating a brand identity that will not only make your business more appealing in comparison to your competitors, but it will also convince consumers that in a sea of prospects, your business is the only one capable of satisfying their needs.

Via Alina Oleinik
Rohan Berry's insight:

A brand is the face of the company, without it, it would be challenging for consumers to establish what the company stands for in terms of its products and services as well as its promise the company wishes to deliver to consumers. I believe that a company's brand is one of its most important business aspects. This article goes in depth with what a brand is and why it is so important. It also consists of some very valuable key points about the importance a company's brand has in regards to its consumers. I presume true that the bigger the brand the higher the chances of consumers being motivated to buy the company's products as well as remembering them. 

Wen Gao's curator insight, May 8, 2014 2:00 AM

Based on many marketers’ ideas mentioned in the article, branding is most essential for a business because it makes a business or a brand stands out from the massive market. Like a person has his or her own personality, a brand should have its personality that is brand identity. As long the positioning and identity of a brand has settled down, the company can have the orientation of the development of the brand, make the appropriate marketing strategy and launch advertising campaigns effectively. It is more easily for customers to recognize and remember the brand according to its special properties and identity. Among the competitors, defining the brand is very important. If you don’t define your brand, you create the possibility that someone else will do it for you, including your competitors. Here’s a good example of brand identity – Coca Cola. People can easily recognize this brand based on the jingle, TV ads, packages, and the signature color – red. 

Zakarie Murtagh's curator insight, August 23, 2014 9:07 PM

Such a great article on the importance of how IMC and branding is the crux of having  a strong, successful and working business, that is able to differentiate strongly from its competitors to gain a competitive advantage.

Rachel Chen's curator insight, October 2, 2014 11:36 PM

According to the article, a brand needs to be marketed and created so that it differentiates itself from competitors. If a company chooses not to distinguish itself from other competitors, than it faces the issue of competing brands building a better brand image. . The use of good company examples such as MacDonald's  Coca Cola and Apple are also evident, and they add to the thread of the article linking success to brand image. I think there are benefits to adopting integrated marketing communication with consumers, to strengthen the brand I think a clear uniform message must be delivered to consumers.