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  • Writer's pictureBRANDS & U

Branding as a market entry strategy in emerging markets

When a corporate wants to enter a market, it must differentiate in that market thru its products and current merchandise so that customers can recollect buying and permit them to take benefit of increased alternatives. Market access (possibly high barriers to entry) cannot rely solely on mere support at the service or demand level. Therefore, it is important to mobilize for brand entry. This allows businesses to present a meaningful picture of how to survive in a new competitive environment. Therefore, brands play an important role every time they enter the market.

By using the brand name or generic brand to specify the product, customers can more easily identify the product and avoid the anonymity of the product. Well-known brands guide customers in a shopping environment full of uncertainty: for example, a simple T-shirt is updated by adding a logo (brand symbolism), thereby reducing the perceived risk of customers. Unlike pure products, brands approach buyers on an emotional level.

Effective branding includes everything that shapes the company or product concept in the minds of customers. Names, logos, trademarks, trade characters, and trademarks are usually associated with brands, but these are only part of the image. The brand also addresses almost all aspects of the customer experience of the company or product: visual design, quality, features, shopping experience, customer service, etc. Branding requires an in-depth understanding of customers and how they experience the company or product. Branding requires a long-term investment in conveying and delivering the unique value embodied by the company's "brand", but this effort can produce long-term returns. In the consumer and business-to-business market, branding can influence consumers' wishes. When companies use existing brand names (brand extensions or brand product lines) to launch new products, they can use consumers’ positive perceptions of established brands to increase acceptance of the new products.

If you have to choose between a company with a clear, professional brand and a company that has not yet made this effort, you probably know which one you trust the most. Branding can help you show potential customers that you are a mature and reliable company. You can use it to tell people in advance what you expect from your business. This is an investment your company has made to improve itself, and potential customers will recognize that you are committed to building their brand.

Most of the value of modern companies is contained in intangible assets. This means that increasing commercial value requires brand diversification. Some very powerful national brands may enter neighboring markets (for example, Dyson can use its reputation in air moving engineering, from vacuum cleaners, hand dryers, indoor fans, and even hair straighteners). A few people can jump to non-adjacent categories. But opening up a new geographic market can build a brand with more consumers, thereby increasing its value.

There are different stages of market entry. You must evaluate opportunities to determine whether a new market is worth entering. There should be a proof of concept, especially for new categories or innovations in the market. Many clients focus on competitive analysis when dealing with lesser-known competitors.

As the company grows, they accumulate expenses, for example, around headquarters functions. They also develop niche skills and experience in areas such as logistics, law, or finance. These can scale well-the more you can let experts work in a new market, the more efficient they will be. The more markets you have, the less headquarters costs everyone will pay. There are many other motivations, usually overlapping. Understanding which drove the decision to explore new markets will help develop strategies for successful entry into new markets.

Although market entry research is an important tool for successfully developing a brand in a new place, sometimes their value comes from showing that entering a new market will not succeed. Approximately 50% of these projects turned into recommendations not to proceed as planned. The discovery may have occurred at any previous stage. This is by no means bad news, it is usually the most valuable information a brand can obtain. Market entry can be expensive and complicated, not doing so when conditions are inappropriate can save a lot of money and time.

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