| In a saturated and highly competitive market place, | | | | just like investors hunger for new investment |
| the importance of brands and branding to market | | | | opportunities and destinations are constantly on the |
| share growth and product success cannot be over | | | | rise, brands must constantly re-invent themselves, |
| emphasized. Companies, countries, regions, towns and | | | | and be able to offer consumers something new. Such |
| organizations who are able to grasp the principles of | | | | novelties must be specific and relevant to consumer |
| brand DNA are more likely to eclipse those who do | | | | needs. In the case of regions and counties, potential |
| not, in terms of delivering value to shareholder | | | | investors want to know of new government policies |
| investments, or in the ability to attract inwards and | | | | aimed t reducing bureaucracy, expanding |
| foreign direct investments (IDIs and FDIs).A brand | | | | opportunities and increasing capacity. Such new |
| refers to the tangible and intangible values of a | | | | policies must be communicated to the people needing |
| product, service or place. On their own and in their | | | | that information.Apple has released several |
| generic forms; products, services, towns, regions and | | | | generations of the iPod since the release of the first |
| countries are similar to each other. In a blind test; a | | | | generation in 2001; every new edition appears to |
| thirsty consumer may not be able to spot the | | | | have something new for the customers, who could |
| difference between Pepsi and Coke, neither will a | | | | also switch to rival brands with novel features. Sony |
| potential tourist be able to differentiate between the | | | | made this mistake with its Walkman and Discman |
| beaches of Maldives from those of Mallorca. Products | | | | brands, and for a long time did not offer customers |
| therefore become like other products, just another | | | | novelty until Apple launched the iPod. Now, Sony has |
| need-fulfilling article. Any real differences may remain | | | | re-launched the walkman in its mobile phone |
| lost to consumers because brands mean nothing | | | | handsets, but the damage has already been done |
| unless the brand values are consciously | | | | because Apple has cornered a better part of the |
| communicated to the consumers and target publics.A | | | | market for portable music devices.In addition to a |
| brand's DNA refers to its Distinctiveness, Novelty and | | | | brand's distinction in terms of brand quality and |
| Attributes, as compared to those of the competition. | | | | superior performance, brand novelty refers to brand |
| In this instance, countries like Nigeria must discover | | | | evolution through a process of research and |
| its unique national brand DNA and communicate the | | | | development, the brand has to sum itself up in a |
| same to potential investors who may be attracted to | | | | brand charter and state what it is all about. The |
| South Africa as a potential investment country. Also, | | | | brand attributes therefore encompasses all the |
| brands like BMW must communicate to consumers | | | | tangible and intangible aspects of the brand, which is |
| the superior differences in owning a luxury BMW car, | | | | also consciously and unconsciously communicated to |
| as compared to a Toyota Lexus. Telecommunication | | | | customers and stakeholders.Successful brand building |
| firms such as T-Mobile, Vodafone, MTN and GLO | | | | achieved through brand distinctiveness and novelty |
| must consistently find ways of identifying and | | | | may still be negatively affected if the customers and |
| decoding their brand DNA and communicating it to | | | | stakeholders receive conflicting signals about the |
| subscribers, such that their networks actually | | | | brand's attributes. The people element is key to |
| connects with them, and not be regarded as a mere | | | | enhancing positive brand attributes. Both superior and |
| mobile phone service provider.Why is Brazilian football | | | | innovative brand offerings will fail in the face of poor |
| different from those of other football countries such | | | | customer service. If the service delivery chain is slow |
| as England and Germany? Because Brazilian football is | | | | or poor and customer complaints are not responded |
| free spirited, it possesses the samba element which | | | | to on time, the customers can take their custom to |
| connotes enjoyment and pleasure. A very distinctive | | | | competitors.Also, the brand identity should be clear |
| characteristic which has become a promise to fans of | | | | and easily identifiable; this can be achieved through a |
| Brazilian football all over the world. It is a basic | | | | combination of elements such as corporate |
| expectation of the fans based on this unwritten | | | | communications, advertising, public relations, |
| promise that they will be entertained each time they | | | | corporate social responsibility, events, word -of- |
| watch a Brazilian football match anywhere in the | | | | mouth, designs, packaging, labelling, logos etc. The |
| world. Brazilian footballers try as much as possible to | | | | Nike swoosh and the Mercedes star symbols are |
| fulfil this promise, for this reason the likes of | | | | prime examples of strong logos which have now |
| Ronaldinho and Robinho continue to mesmerize fans | | | | aided the brand recognition of the Nike and Mercedes |
| both off and on the pitch.Italy is another example, its | | | | brands.Other brand attributes will include the use of |
| football is rooted in a distinctive style of defending | | | | colours, for example the Brazilian national team's |
| and shielding the goalkeeper, a famous poster | | | | famous yellow and blue jerseys, and the orange |
| advertisement during Euro 1996 had an advertising | | | | jerseys of the Holland national team. England |
| copy saying "Italian goalkeeper, the safest job in the | | | | surprisingly hasn't been able to adopt and promote its |
| world", a testimony to Italy's distinctive style of | | | | national colours in a way that will be as distinct as |
| defensive football. | | | | those of Brazil and Holland. Its red and white |
| A brand must be unique in its own way; it must | | | | combinations are not as distinct as would be |
| have characteristics that make it stand apart from | | | | expected for such a country with heavy football |
| competitors, such that these characteristics become | | | | following and history of brand building. Nigeria has |
| easily identifiable by the consumers. Marketers must | | | | been outstanding in its green coloured jerseys |
| then seek to discover or create their brand's distinct | | | | although lately, due to dwindling football fortunes it |
| characteristics and communicate them to consumers; | | | | hasn't been able to sustain the earlier promises and |
| also any brand promise made must be constantly | | | | also meet the expectations of the growing number |
| fulfilled and matched by action, just like Brazilian | | | | of fans worldwide. |
| footballers.Other examples that readily come to mind | | | | Every brand must be able to communicate its origins |
| are the superior engineering behind Mercedes | | | | and history, as well as its culture, knowledge and |
| vehicles, the comfort of Nike trainers, the prestige of | | | | awareness of the DNA of the brand, and successful |
| an Oxford or Harvard education etc. These products | | | | communication of all related brand distinctions, |
| and institutions have distinctive brand values which | | | | novelty and attributes can help the brand live long, if |
| have also been communicated over the years to | | | | not for ever.Uche Nworah is a doctoral candidate at |
| various stakeholders, thus helping to sustain the | | | | the University of Greenwich - London. He has |
| brands' immortality in their respective sectors. | | | | extensive management and marketing experience |
| At the same time, brands must also constantly | | | | having worked for Leading Edge Consulting Ltd as a |
| adapt to changing market conditions, brands are | | | | management consultant and also Sunrise D'Arcy as |
| always playing catch-up to consumer tastes which | | | | Head of Events and Public Relations. He is currently |
| are ever changing and any brand that does not heed | | | | an independent brand strategist and teaches |
| the warning 'innovate or die' does so at its peril. | | | | marketing Communications at the London |
| Consumers' tastes for new products and services, | | | | Metropolitan University. |