Brand Depth of Awareness and Source of Brand

 

 

 

 

 

Brand Audit Report for
Chang Beer

 

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Table of Contents

Introduction. 2

Company
Background. 2

Industry
Profile. 3

Market
Share and Profitability of Chang Beer 3

SWOT
Analysis for Chang Beer 4

Strengths. 4

Weaknesses. 4

Opportunities. 5

Threats. 5

Brand
Profile. 5

Brand
Name. 5

Brand
Logo. 6

Slogans. 6

Advertisements. 7

Brand
Positioning. 7

Brand
Elements. 7

Marketing
Strategies. 7

Product
Communication. 8

Mental
Map of Chang Beer 9

Customer-Based
Brand Equity Model 10

Breadth
and Depth of Awareness and Source of Brand Equity. 11

Brand
Identity. 12

Brand
Position and Brand Image. 12

Recommendations
and Conclusion. 13

References. 13

 

 

 

Brand Audit Report for
Chang Beer

Introduction

        Brand
audit relates to the psychological and behavioral
nature of the brand equity which is often analyzed based on the strengths of
the brand equity and nature. Thus, it
means examining the current position of the brand within the industry compared
to the other competing brands while examining
the brand’s effectiveness, strategy, market position, customer views, and brand
positioning. Most marketers understand that brand perception always creates complex and elusive picture though it
is important understand that the
organization understands the views of the
audience regarding the brand (Bandyopadhyay & Kao, 2000, 132). In this
report, the brand considered is Chang
Beer with the aim of the audit being to
show the current stand of the brand.
After the audit, it would be easy to know
whether the share of the brand has been
increasing within the market, stable, or has been declining. In addition, the audit will also show the
strengths, weaknesses, opportunities, and threats to the brand, how much people understand and like the brand. The paper starts with an overview of the
brand, associated marketing strategy used
by the company, and analysis of the global beer industry. The center of focus
of this report is Customer Based Brand
Equity (CBBE) though in descriptive
nature. Recommendations are provided on
ways Chang Beer could strengthen the brand.

Company Background

        Chang
Beer is one of the brands within the Thai Market and a brand of the country
owned by the Thai Beverage Public Company Limited. Through the years, there
have been many beverage companies coming into the market which compelled Thai
Beverage Public Company Limited to produce a beer that meets specific needs of
the customers. Since its establishment in 1995, the company has grown to be one
of the best-selling organizations in Thailand. Currently, the company commands
about 60% of the Thai market share and has grown to be one of the global
companies operating in more than 50 countries (This Drinking Life, 2017). Being
one of the best performing companies in
Asia, Thai Beverage Public Company Limited has grown to be among those listed
on the Singapore Stock Exchange with a market capitalization of more than US$4
billion.

Industry Profile

        The
global beer market exists in two major segments: based on the price and
strength. As a result, the beer companies fall within the continuum of the
premium against budget. The industry is
greatly fragmented. Nonetheless, the top four global producers of beer
accounted for 50% of the total sales within the market in 2010. Generally, the beer industry within the
developed countries is saturated greatly due to already established market
while the developing countries are responsible in
spearheading the international growth of the industry. Globally, China is the
largest beer market. Global beer industry
has seen several great between companies.
 Nonetheless, there are several local and
international brewing businesses which cater for
the specific needs of the customers.

Market Share and
Profitability of Chang Beer

        Within
the UK market, Change Beer is considered a niche brand and generally unknown by the general population
since it is mostly sold within the groceries and pubs. Contrary to the
UK market, Chang Beer commands a great lead in the Thai market. The products is pale lager and comes in various versions: export
version that has about 5% alcohol content and made of malt and the
second version is the domestic with an alcoholic
content of 6.4%. in the recent
years, there have been diversification of
the product through introduction of the
Archa beer, Chang Light, and Chang Draught.

SWOT Analysis for Chang
Beer

Strengths

        Chang
Beer currently enjoys being the market leader in Thailand which makes the
company have adequate reserves in financing its
foreign expansion. Through the years, the
company has developed a strong brand image to cater for the specific needs of the customers. In
Thailand, the image has strong cultural association which is respected locally.
The brand is highly flexible in entering the global market (Beer Advocate,
2002). Aggressive advertisement has also
assisted to establish the brand within Thai
market and uses modern marketing strategies including social media platforms in
making in roads into the foreign markets.

Weaknesses

        The
company has long development cycle of the
products. Even though the time taken to brew bear
is comparatively shorter than wine, Chang Beer takes considerable amount of time in developing new product lines. This has formed competitive disadvantage for
the company and to be an innovator or leaders within
the industry; the company has to hasten
it new products or risk losing to the competitors. In the early years, Chang
Beer’s market share grew exponentially and
after reaching about 60%, it began
experiencing relatively static market growth. Nonetheless, this could be
symptomatic of the international trend in which the main brewers faced static
growth. It is also expensive to manage the brands especially cultivation and
nurturing of the brand.

Opportunities

        Chang
Beer enjoys stronger domestic presence in Thailand but unknown in most parts of
the worlds. Thus, it has the opportunity to penetrate new markets especially
the untapped global marketplace. Throughout the years, the tastes and
preferences of the customers have been changing. Within the west, beer
consumption is veering towards exotic and novel categories which Chang Beer
fits due to its quality. Thus, it is easy to enter the western market.

Threats

        Within
the industry, there are many new competitors
coming into the market. In Thailand, the brand overtook Singha which
makes it possible for the new rivals to overtake it in the future especially if
there are no properly developed marketing
strategies. Increased affluence is another threat. It is evident that beer,
irrespective of whether good or expensive, it falls within the low end alcohol. With customers becoming more
affluent especially in the developing countries, they are likely to opt for high end liquor such as brandy, port, and wine
which might in turn shrink the market of beer. Growth is
substitutes to another threat. Beer can be a substitute of other brands such as run and local spirits.

Brand Profile

Brand Name

        Chang
Beer is a well-established brand within the Asian market. In Thailand, Chang is known as elephant which has great historical
and cultural importance in the country. Elephant
is one of the big animals known globally
which signify the value of the product within the market and represents great
things the need to be achieved.

Brand Logo

        The
brand’s logo shows two elephants that face one another. Elephant is an important animal in the Thai’s culture which
represents the symbol for both the power and peace. Each products has its domestic market base which
needs to portray specific needs of the customers. By using the elephants facing
one another, it means that Chang Beer is produced to dominate the global market
using proper marketing methods. Thai culture values elephants which makes the product highly attracting in the
Thai’s market.

Figure 1: Chang Beer Logo (Beer
Advocate, 2002)

Slogans

        Throughout its years of operation, the company has
not been able to establish its memorable slogan in English. Nonetheless, the
company often uses the slogan “Changeover’
though it also uses other slogans periodically within the local markets to
convince the customers.

Advertisements

        Considering
the nature of the logo and slogan used by the company, it is notable that the
advertisements for Chang Beer in the domestic market represents patriotic
nature. One of the methods used in advertisement is song and common commercial words used are “With pride we drink Chang, the Thai Beer.”

Brand Positioning

Brand Elements

        Brand elements
play an important role in building the
position of the brand name. Strong producers such as Chang Beers use different
brand components. The company’s elements include memorable, convenient,
pleasant, significant, and secure. Memorable means setting the marketing
programs that are aligned with the thoughts of the customers while meaningful
means that each customer has significant reason to purchase the beer
(Sankrusme, 2012).

Marketing Strategies

        The
branding strategy used by company should
portray the number and dynamics that involve frequent and distinctive elements
of the brand placed within the solutions distributed within the organization.
Branding strategies require making decision
on the brand-new and recent elements of the brand. In 2010, the company earned
US$250 million revenue from its international business compared to the US$3
billion from its Thai’s domestic market. Nonetheless, according to the company,
its sales grew in the UK with 50% while experiencing expansion towards organic growth
(Spicer, 2012). The company is open to the
idea of mergers and acquisition with the strategic aim of being among
the best performing businesses in Asia.

        Within
the Global market, Chang Beer positions itself as the premium beer brand. To achieve this, the company concentrated on
the media blitz in a bid to create brand awareness among its international
customers through integration of various sponsorship activities like golf,
music, and football. Current, the company has a T-shirt sponsorship deal with Premier
League giants such as Everton Football Club. The aim to such sponsorship is to assist in broadcasting to more than 580 households  in
more than 210 countries globally to guarantee the required brand positioning.
The company is also using similar methods in America, Australia, and Europe to
ensure that it increases its global market presence.

Product Communication

        Effective
communication is key to ensure that achievement of the required competitive
advantage for the brand. With the changing tastes
and preferences of the customers, companies are continuously looking for
communication strategies that guarantee relevant and reliable feedback
communication. The website of the product can be
located at http://changbeer.com/?lang=en
from which the customers are able to find
all the information they require to know regarding their favorite drink, Chang
Beer. The website has detailed information on every product and flavor
available within the market, upcoming
products, and nutritional information (This Drinking Life, 2017). The customers
are also provided with automated item
locator for those who require assistance in finding the products they require.
Other online platforms enabling flexibility in accessing information and
ordering of the products include the social media. In addition, the online platforms also enable the customers to get
the latest news, offers, and events on Chang Beer since they receive
information directly to their emails or phones. The customers are also able to
ask questions directly to the management and receive their feedback on time.

        The
company also uses other forms of communication including social networking,
advertisements, public relations, and sales promotion. Social networking has
grown to be a popular strategy used by businesses to communicate various
information regarding their brands and currently being used as a free marketing
method and advertising method since it has the ability of reaching various
market segments across the globe within a short time (Weindel, 2016, 127).
Chang Beer is currently in Facebook and Twitter and encourages more potential
customers to follow its programs through platforms. Sales promotion methods
used include consumer promotion which involve providing free samples or coupons
to the potential customers. Public promotion is another communication strategy
used by the company to communicate various products and services that it
offers. Some of the past public relations used by the company include brand
awareness campaigns through the celebrities especially when introducing new
products into the market.

Mental Map of Chang Beer

        The
analysis of the mental map needs to reveal the things that come into the mind
of the customers when they things of the product. Chang Beer is a beverage that
is considered satisfying to the customers based on its taste, quality,
freshness, image, design, purity, passion, and reliability.

Figure 2: Chang Beer Mental Map

Customer-Based Brand
Equity Model

        Brand
equity is considered to be part of the product valueattributed to the name;
thus, it could be considered as the added value to the product. In addition, it
also represents various assets and liabilities of the brand. It is important to
understand brand brand equity as there is a correlation between the performance
of the brand within the market and the perception of the consumers (Wunderlich
& Back, 2009, 15). Customer based brand equity model (CBBE) presents
one of the ways to examine the cause and effect relationships in a brand. CBBE
presents a differential effects the brand knowledge has among the customers
while responding to the marketing strategies. Therefore, when the CBBE of the
brand is positive, then it means that customers are reacting to the marketing
strateegies positively. CBBE has key dimensions relating to Chang Beer.

Breadth and Depth of
Awareness and Source of Brand Equity

        The
possibility of accessing the brand in the mind of the customers is considered
the depth of the brand awareness. Therefore, the more the customers are able to recall the brand, the more level of awareness
the brand has. The performance of the brand within the market depends on the
ingredients and supplementary features,
price, style and design, and reliability and durability of the offered products
and services. The major factors that
determine Chang Beer’s feeling within the market include the excitement, social
approval, fun, and taste that it presents among the customers. Based on the
sources of brand equity, Chang Beer has several sources.
The company is among those that were first in launching the non-carbonated
beverages and ensure timely introduction of the new taste experience among the
customers (Beer Advocate, 2002). Initially, the Chang Beer built its brand
equity through the distributors before resorting to creative marketing. Another
source of brand equity for the product is also from the fact that it uses
natural ingredients.

Brand Identity

        A brand
identity of any product needs to be very distinctive in nature. Thus, brand
identity should need to represent just a particular product within a given
category and should be recognizable and memorable to the consumers. Recognizing
the brand means that that the customers identify various markers of the brand
including the name, slogan, typeface, color, design, and logo and connects
these markers with the memory of the
message regarding the brand. The brand identity of Chang Beer is based on its logo image, name, and design especially within the Thai market. Within an
international market, this can either be an advantage or disadvantage. From the
flipside perspective, it could be considered an exotic while others could regard
it as an inferior foreign imitation of the western staple. Thus, it is important that the marketing activities of the
brand aim to strengthen the former while minimizing the later.

Brand Position and Brand
Image

        Understanding
the position of the brand requires the customers to learn what the brand entail s
and the things it stands for and relevance to a given category and
associated competition. Therefore, the brand position should state what the brand is all about and its essence in the
market. Nonetheless, in most cases, the essence
and brand moves
beyond the category link. Like any other brands of beer, Chang Beer is positioned as the main component in having good time (Sankrusme, 2012). To understand the image of the brand, the
business needs to note the symbolism and associations
creating the brand image and mental impression consumers constructing the
product. The meaning of the image brand is
achieved through creation of associations connecting the brand to the lifestyles, those using the
product, and other associated values and status. The richness of the brand
image determines its quality, relationship, and emotional links. Chang Beer’s
brand image means different things to the customers.

Recommendations and
Conclusion

        Chang
Beer is good Thai brand with the capacity to be the main international beer brand if it focuses on pursuing the
appropriate strategy. Based on the carried out brand audit, the key areas that the business needs to improve are brand awareness, loyalty campaigns, and
image. Through strengthening the brand, the organization is set to achieve the
highest competitive advantage and succeed in the long-run. Based on the CBBE
carried for the brand, various
recommendations have been cited to enhance the brand.
On awareness, the company needs to create awareness especially for the
international customers which need to
involve increasing availability and visibility of the brand. To achieve this, the
company needs to improve its relationships within
the supply chain and distributors. Chang Beer should take adequate steps to
enhance its image to remain standing in international
market through the initiatives
should aim to enhance the actual position of the brand equity. Brand image can
as well be improved highlighting the tastes and attributes of the brand to
assist in ensuring positive brand perception and performance. Creation of
loyalty is also important.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

Bandyopadhyay, S. P.,
& Kao, J. L. (2000). Competition and Big-Six Brand Name Reputation:
Evidence from the Ontario Municipal Audit Market. SSRN
Electronic Journal, 10(4), 121-154.

Beer
Advocate. (2002, December 20). Chang Beer (Export) | Cosmos Brewery (Thai Beverage
Plc.). Retrieved from
https://www.beeradvocate.com/beer/profile/493/39875/

Sankrusme, S.
(2012). Marketing
Strategy of Imported Beers before Liquor Liberalization. International
Journal of Marketing Studies, 4(3), 65-82.

Spicer, J.
(2012). Intervention in the modern UK
brewing industry. Houndmills, Basingstoke: Palgrave Macmillan.

This
Drinking Life. (2017, December 1). Chang Beer. Thailand’s Number 1 Beer.
Retrieved from http://thisdrinkinglife.com/chang-beer-thailands-number-1-beer/

Weindel, J. K.
(2016). Retail brand equity and loyalty:
Analysis in the context of sector-specific antecedents, perceived value, and
multichannel retailing. New
York, NY: Springer Berlin Heidelberg.

Wunderlich, S., & Back, W.
(2009). Overview of
Manufacturing Beer: Ingredients, Processes, and Quality Criteria. Beer
in Health and Disease Prevention, 5(4), 3-16.