the role of film in brand, branding, rebranding, and international ...

Arabian Journal of Business and Management Review (OMAN Chapter) Vol. 2, No.3; Oct. 2012
galvanise the workforce (including the brand managers) into giving their all for the
betterment of a branding service. A branding exercise is bound to fail if the right class of
workers are not recruited, trained, and motivated to pursue with all vigour, the growth of the
brand, through professional service delivery that is in tandem with international best
practices. In the area of nation branding, the state and government must adequately provide
for, as well as motivate workers and citizens to exhibit positive changes that conform with
the dictates of rebranding or branding initiatives of the state and government, and this
motivation usually comes through the endorsement of people-oriented policies and the
exhibition of a genuine concern by the government about the welfare of citizens, as well as a
rededicated and reformed disposition of the government officials and politicians in the
operation of state affairs; this galvanises the citizenry to yearn and struggle to attain an
appreciable measure of perfection, which translates to tangible gain for the rebranding or
branding exercise, and therefore for the state.
f. Serviceable Service Operation: This is a service element of a brand, and it entails the
fragmentation of the service process into an exhaustive, meticulous, and uninterrupted
sequence, configured to achieve uniformity in the delivery of services, in a timely and
satisfying method, appreciated by customers. In any branding or rebranding process, this is
an element that must never be ignored by brand managers, because it goes a long way in
endearing a brand to customers.
g. Specialised Customer Service: This is another service element of brands, and it is
concerned with how the owners of the brand, its managers, or service personnel treat
customers during the period pre-existing the formal transaction, during the transaction, and
after the transaction. Customers must be given a treat of specialised and satisfying
relationship or interaction with a brand, and an efficient and effective customer service or
relations, goes a long way in establishing this desire in the customer’s subconscious
existence for further interaction with a brand; especially when previous relationships prove
satisfying.
h. Physical Testimony: The customer must be made to remember and cherish his interaction
with a brand, and to achieve this, the brand must leave with the customer, physical
testimonies of the service rendered, which are though intangible, yet powerful enough to
draw the customer back to the brand again and again.
EXCELLENT BRAND MANAGEMENT PRCATICES
Building a brand that enjoys global patronage and veneration requires the establishment of a
scheme, which is systematic and programmed to thread on the path of success. For a global
brand that enjoys widespread appreciation and patronage to be built, the underlisted steps,
which are in no way exhaustive, should be initiated:
1. Brand managers should as a matter of fact ensure that at no point in the lifespan of a brand
should they initiate schemes that alter the name, logo, symbol, or other facets of a brand that
confers visual distinctiveness on the brand, unless there is a compelling justification for doing
this. The name or unique logo of a brand confers a language that is universal and
understandable by the clienteles, who not only attach sentiments to the name or logo, but are
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