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
high patronage among the student population; on the contrary, if the same property is sited in
another location outside the confines of the students population, the name “Aluta Hostels” may
not pass the rights message, thus it may evoke a negative response from clients.
4. Within the confines of a competitive market, or even any market for that matter, the existence of
brands or branding is a borderline that defines and separates the “boys” from the “men”; it
creates a borderline that sets products with distinguished quality apart from other products that
trail behind, and this makes consumer decision on what to buy easy and stress-free, while also
making sales and profit high. In fact, branding and rebranding makes the projection or
estimation of sales and profit easy, and this is to the benefit of the brand owners.
5. For a product to succeed and excel, especially in a competitive environment, it must secure and
protect its name and the goodwill it enjoys amongst its clientele, which is how it captures
customers’ loyalty, and why branding and rebranding is inevitable, if a measure of success is to
be attained in this regard. It is a commonly acknowledged fact that if you refuse to brand
yourself, other people will, 3 and when you refuse to brand, you lose the opportunity of
capturing consumers’ loyalty, which is essential for the success of a brand. Many customers are
attached to a brand, not because other brands are bad, or that they have had an ugly encounter
with other brands, but because branding strategy is an alluring agent at work.
6. Since it represents a product’s fundamental potency and assets, as well as the clienteles’
apparent value for the product, branding and rebranding is indispensable in any atmosphere,
whether public or private, where competition and the need to establish a wide clientele base
through service delivery that is satisfactory and excellence-driven are cardinal values that
guarantee success. A brand is a promise to customers that they will derive a certain amount of
benefit from any association with the brand, and because it is a promise, it gives customers a
foundation to weigh the promises of one brand against those offered by competing brands,
thereby making it possible for customers to make rational decisions on which brand to
patronise.
7. Being the fountain and also bedrock on which lies the emotional link between a product and its
consumers, branding and rebranding are indispensable designs that must be dutifully crafted, if
a product is to enjoy a dominant role in a competitive environment. Branding and rebranding
are substructures, on which lies the superstructure of a favourable and robust brand equity, and
this condition (strong brand equity) authorises brand owners to charge and collect more
premium from customers (than can be attempted by unbranded competitors), whose
appreciation of the value-added bearing of the brand consoles and compensates for the pain
imposed by the extra charge.
8. Without branding and rebranding, a product or entity cannot keep abreast with the challenges
imposed by competition, dynamism, and the realities of the changing times, and thus cannot
meet and overcome the tribulations associated with and imposed by the ever-changing
preferences of consumers or its clientele in a market, especially those defined by competition.
9. When scandal or negative labels attack a product or entity, whether rightly earned or not,
branding and rebranding presents itself as a tunnel for escaping from the depressing
consequences that such odious and repulsive label attracts, and this is a positive influence that
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