Overview Branding;The Royal Flying Doctor Service of Australia (RFDS)
Order Instructions:
Introduction to the project
Description of 2 x theories to be used (gained from academic journal articles relevant
to your particular brand – e.g., celebrity branding academic literature for those working on George Clooney; per perhaps not-for-profit branding for those working on NSW CC etc.)
a. Overview of “broader body of theory” you are using (just an overview of the broad theory)
b. More detailed review of the particular key strand from this “broader” body of theory you are using
c. Repeat stages (5a) and (5b) for the 2nd theory you have selected
Introduction to the case study brand you’re researching (George Clooney, NSW CC, Manly Council etc.)
a. Overview of the case study brand using relevant information from your brand audit task
b. Detailed description of the 2 x brand strategies (select 2 x actual micro-events, examples, instances of your brand’s strategies. E.g., describe the elements of George Clooney as a brand ambassador in his work for Nespresso in the 1st strategy, and maybe describe his “brand identity” that enables him to star in
certain film genres etc. for the 2nd strategy. Focus on only one example for each brand strategy to keep your analysis focused and tight. You may include
visuals of print ads / YouTube screen shots or other evidence etc. to enhance the descriptive elements of “the what,” “the when,” and “the how” of your
brand’s strategy)
i. Brand strategy 1
ii. Brand strategy 2
Critical analysis of the brand’s strategies when viewed through the strands of branding theory you’re using (analyse one strategy via one strand of theory). This is the most significant aspect of the report.
For example, if I am researching the brand “Coles” (in the supermarket category), I might use Doug Holt’s theory of iconic brands and Muniz and O’Guinn’s theory of brand community to analyse a couple of relevant aspects of the supermarket chain’s
brand strategy. I could, say, examine one strand of Holt’s theory (such as “brand loyalty as a social network”) and one strand of Muniz and O’Guinn’s theory (such as “consumption communities”), both in the light of current examples of the chain’s 2
brand strategy in Australia (I will have to search for these particular examples of brand strategy as well).
What we as markers are looking for is in this section is: how well is theory critically applied (in the scholarly sense) to analyse the real life brand case study? For instance, how well does Holt’s theory of brand loyalty (as a social network) apply to what the
brand strategists / managers for the supermarket chain have done here in Australia?
To answer that, I will need to critically evaluate a single branding strategy for the Coles supermarkets (maybe analyse a particular campaign, focusing on a particular advertisement or creative execution etc.), noting where the elements of the advertising
execution fits well with Holt’s theory (and detailing where, how, and why it fits well with the theory); and also noting where it does not fit so well (and, likewise, detailing where, how, and why it fails to live up to Holt’s analysis). I then repeat the same process for my analysis of the second Coles brand strategy in light of Muniz and O’Guinn’s sub-theory around consumption communities. I would also compare the
“effectiveness” of the two theoretical strands (Holt’s, or Muniz and O’Guinn’s), perhaps suggesting which one can provide a better overall “fit” to the particular brand example I’m analysing (e.g., Coles supermarkets), arguing my case for my decision (that is, supporting my decision with a rationale).
3. carefully justified recommendations based on your findings. These
recommendations must be both realistic and actionable. They are the “what next”
steps ready for a brand manager to work with.
Conclusion (should be brief, summarising key findings and recommendations with speculation on future work on the research topic)
10. Reference list (at least scholarly articles to be used. But also industry publications / websites /; mass media articles etc. to be used. Harvard reference style to be used).
NB: Your 6 x scholarly journal articles must have been published from 2005 onwards in order to keep your analysis current and topical.
SAMPLE ANSWER
Overview Branding
The Royal Flying Doctor Service of Australia (RFDS, is best known to be one of the largest flying doctors in the whole globe. This RFDS is most comprehensive aeromedical organizations in the whole world due to its reputable actions that are very outstanding in matters of saving lives in Australia. This is a reputable RFDS in the global community due to its ability of providing emergency and primary health care services to all the propel who are in need of their services within the Australian community. This RFDS provides health care to people who cannot access a hospital maybe due to its inaccessibility or due to lack of trust with doctors in the nearby health center (Tan et al, 2013). The Royal flying doctor service of Australia comprises is also effective since, it has an Education Program, that is very good when it comes to providing pole with the required knowledge of saving lives of those in need. This type of education provided by RFDS is highly useful due to the fact that it’s attributed as a resource that is very determined in impacting knowledge to people. It as well focuses on the some seven general capabilities that are addressed in the Australian Curriculum designed to fit this focus of RFDS also very useful to the whole community. These general capabilities are inclusive of literacy, numeracy that is employed in educating, critical and creative thinking to make things work in the right way. Intercultural understanding are all examples of the capabilities of all the resources that have to be included in the education program of the royal flying doctor service in Australia. Branding can take several different forms, which are of high use and need to various royal flying doctor service across the globe (Skull, Krause, Dalton & Roberts, 1999). The appearance of a celebrity in advertisements in all flying doctor service or charity is all that is required for the organization to move forward. The most popular forms of celebrity brand lines that are currently known in the current world are those evidences in the brand strategy of the royal flying doctor service and all aspects of life in saving lives of many. In most cases, singers, models, and film stars are a brand in themselves and this is the reason as to why they can help the royal flying doctors to become a brand. People are more impressed by what has been endorsed by celebrities that what has been endorsed with unrecognized persons.
Detailed description of the royal flying doctor service of Australia
Giving vital health awareness to the Outback was the aim of Flying Doctor author, the Rev. John Flynn. Right around a century back he spearheaded the potential outcomes of airplane and radio interchanges to spare lives in the immense inland of Australia and fought to discover the individuals and the money related backing to make and manage his fantasy. Inside of the first year of operations, RFDs made many flight that were geared in saving lives thus, turning into the first extensive air emergency vehicle benefit on the planet. The administration persevered through some extremely extreme initial couple of years, managing after war in Australia that existed in the 1930s. Amid its initial couple of decades the administration depended intensely on group gathering pledges, volunteer backing and gifts. These days, the administration of RFDS is upheld by the Commonwealth, State and Territory Governments, yet depends intensely on gathering pledges and gifts from the group to buy and medicinally prepare its airplane, and to fund other significant capital activities. Until the 1960s the administration prevalently employed airplane, pilots and administration experts from builders in their services. It was dated that this was the point at which the RFDS went on to obtaining its own particular hardware and utilizing its own particular pilots and mechanics who could be used in the provision of services. The RFDS is made up of several legitimate substances that are incorporated into the national office, focal operations, and Queensland area, South Eastern Section of Australia and all the Western Operations that are done in Australia. The RFDS works in a unified structure and each of all involved substances work well under a board that is managed to the benefit of the sick and the service providers. The Flying Doctor works from many bases that are 21 in number, whereby five are wellbeing offices and 10 different offices (counting promoting, gathering pledges and advertising and also the national office) crosswise over Australia. The RFDS gives social insurance in three fundamental ways: running normal essential medicinal services centers with medical attendants and other associated health awareness suppliers; giving GPs prepared in the difficulties of remote solution and got to either through facilities or by telephone (remote conferences) and through crisis departures and patient exchanges.
Critical analysis applying relevant theory
Private label branding theory
Shockingly better than only adjusting to an expert brand situating, some private mark marks really mix positive value and great relationship into the private label branding that affiliates the retail brand that might not have all alone been successful. For a considerable length of time the private branding theory employed for use by RFDS has enabled it to buy the best experienced and extremely favorable recognitions in the range of client administration. The procurement and storewide sending of the private label brand helped RFDS to enhance its client administration levels, and at the same time enhance its general image observation in the face of Australian community. The private label brand has been of great use to RFDS in its operations where it was able to save a lot of live in Australian community.
Following the time when, the Royal Flying Doctor Service (RFDS) has tried to convey the best conceivable health awareness administrations to Australians living in provincial and remote regions. They used the private label branding to reliably look at the advancement in assembling benefits and enhancing wellbeing results to help guarantee that individuals are not restoratively hindered by where they live, work or travel in getting their services. With an expanding requirement RFDS administrations, development remains an essential figure to the manageability of the RFDS, SE Section. A major new improvement this year was the ‘multi-part’ inside flying machine setup, which is known to take into account a much more noteworthy adaptability of administrations, will both conveying quicker therapeutic backing over a wide range of human services and expansion of the life span of their airplane. RFDS are pleased to keep on enhancing medicinal services in the Outback, year by year; since, they accept that everybody ought to have equivalent access to social insurance, regardless of where they live.
Discussion of the current Branding strategies used by Royal Flying Doctor Service (RFDS) on brand management theory
The RFDS key marking methodology is a private mark that is likewise based around giving convenient, open and suitable health awareness to the whole Australia country and remote groups for the individuals who live, work or go there. RFDS work to guarantee that their administrations best meet the necessities of the groups they serve and routinely survey how they give every support of guarantee that they can meet an expanding need and enhance administration conveyance. Since administrations can extend from a crisis departure whenever of the day or night to giving normal medicinal services centers in remote areas, the vehicle stage utilized relies on upon a scope of elements very crucial to RFDS operations. These incorporate the clinical necessities of the administration, the patients’ and groups’ requirements and the need to give a safe operational environment to patients and staff. The vital arrangement likewise sets down the objective of the RFDS, SE Section turning into the favored supplier of aeromedical transport benefits in south eastern Australia. This objective means they must comprehend and be receptive to patient transport needs inside the more extensive wellbeing framework.
Derived branding strategy
The other key marking system is the inferred marking procedure that regardless of the critical number of studies tending to the derived brand augmentations, the greater part of them concentrate on full name brand expansions like on account of RFDS. Scholastics give careful consideration to different sorts of naming methodologies when propelling the derived brand augmentations as it is of high utilize and need to RFDS, similar to sub-marking or determined brand expansions the RFDS studies consider the sub-marking expansion system through the utilization of this hypothesis, RFDS anticipate accomplish an institutionalized settled wing aeromedical armada, conveying a typical patient experience over its segment through the use of the derived brand. Also RFDS is dead set in guaranteeing that as interest for their administrations develops, so does the quantity of future wellbeing proficient readied and accessible to meet the difficulties of giving remote medicinal services using the derived branding strategy. Thus, RFDS work nearly with various associations crosswise over Australia, incorporating colleges which have practical experience in country and remote prescription. RFDS is focused to accomplish associations to help convey incorporated administrations tending to unmet requests over all patients through the utilization of the determined marking methodology (Abeyratne, 2008). RFDS are determined living up to expectations with state and Commonwealth governments to build up a reasonable subsidizing model joining Commonwealth, state and benefactor reserves. Region and state government subsidizing backings RFDS essential health awareness facilities and aeromedical departures while state government financing additionally underpins the Rural Aerial Health Service, operations and dental administrations from Broken Hill Base (Hall, 2007). Incomplete financing for capital costs, for example, air ship originates from the Commonwealth and state governments while the Commonwealth Government likewise gives fractional subsidizing to structures. Gifts from the group are a fundamental piece of our financing model and contribute highly required trusts towards empowering wellbeing administrations, including the buy of flying machine, gear and operational base.
Doug Holt Theory of Iconic Brands
Douglas Hold is the person who brought the concept of how to build an Iconic brand as a powerful tool that champions the ideology that resonates well with marketing and the strategy of the royal flying doctor service. Since, people care about the important components of their identities, they would like to use brands in their everyday lives and those, which can save live like the flying doctor services. Doug Holt reasons that Iconic brands plays an important aspect in people’s lives and have strong, durable brand loyalty among millions of people; since the flying doctor service brand. According to Holt, the flying doctor service brands become better simply due to their ability to provide better marketing and branding strategies and mousetraps to their consumers. Moreover, Holt argues that Iconic brands are cultural innovators and this innovation is what keeps them moving to date. Despite every marketer dreaming of building Iconic brands, only a few of them like the royal flying doctor service are able to succeed by and become an established brand for centuries.
Muniz and O’Guinn’s theory of brand community
The two main theoretical concepts of Muniz and O’Guinn’s brand communities presented by evident managerial and practical implications that are used in the royal flying doctor strategic brand management and this is very crucial in making things work out as required in saving lives of many. This theory is very competent in drawing all the marketing strategy that have to be employed for use in the flying doctor service, management tactics of the service, and consumer behavior literature that is what is mainly focused on in ensuring that the attention of the consumers is captured by making them know that this is the best method of saving lives to those in critical conditions. However, the this theory have put high importance in understanding the mechanisms and dynamics of consumption in today’s postmodern era thus; they get to know the right strategy that has to be used in the royal flying doctors service and that which will capture the attention of consumers in their branding process. There has been a proposal on a typology of consumption practices, which go beyond utilitarian benefits and give high returns in business, according to Muniz and O’Guinn’s theory of brand community. They use the consuming as experience to play a good role in their industry where they are applicable as well as better integration so the services provided by the flying doctors are all classified to benefit the brand strategy and its clients. This creates a respective identity for them to be valued in the industry as well as in the market where people are in high need of them. The brand work to ensure that the royal flying doctor service is identified by the services they give to their customers and the product constellations that surround the whole strategy as this is all what is needed by the sick. This theory indicates that the breakdown of traditional forms of community is highly useful in what is called the coupling of the increased industrialization in this era where the sick are impressed by what they see more than what they hear about concerning the services offered by the flying doctors services. This symbolic consumption is very inevitable as it now leads to the emergence of new forms of community that are very much interested in the consumption of the flying doctor services brand in the market. Muniz and O’Guinn’s theory is conglomeration of an increasingly materialistic capitalist society due to the brand of royal flying doctors that is now released in the market to help the sick and the people in critical conditions.
Application of Holt theory
Holt theory is used as a social network that was applied in the Coles supermarket advertisements in Australia. The theory has been applied in the supermarkets on across all food production through adverts that makes people know more about the productions of the supermarket. High food varieties now produced in the supermarket that is very fast growing in Australia for having implemented the use of Holt theory on the side of social networking (Brown, McDonagh & Shultz, 2012). The supermarket has really grown through the advertisement that it has made through the use of Holts theory. This has led to the establishment of two substantial cherry growers inclusive of the raspberry growers who have consolidated and gone to Woolworths to sell their products (Cova, Pace & Park, 2007). Coles being one of the biggest retailer in Australia, had to employ the use of this theory in advertising its products to increase sales and returns thus improving its profits in the industry. Australia is the other country in the world has as large a percentage of its dry grocery market and this is the reason as to why through the use of this theory as a social network, the Coles supermarket were successful.
Application of Muniz theory
Muniz hypothesis can be connected in observational system drawn from memory duplicates of no doubt understood photographs seen in the daily papers and on TV, similar to the execution of a Saigon laborer by a gun shot through the head. At the point when drawings had started to adequately take after the photographic generations, Muniz captured them and acquired a silver-salt print of around 30 x 36cm. The Vietnamese young lady from Tran Bang running stripped along the street with her skin smoldered by napalm or the Chinese understudy in Tian A Main Square who restricted the administration’s tanks with his own body could have been helped by the flying specialists to get treated on a prompt impact (Hélène & Brace-Govan, 2007). Muniz went for confirming what hints of well-known photos stayed in the brain when they were not a single longer there in sight and they attempted to advise individuals to utilize the regal flying specialist benefits as they can be of extraordinary use in times of mishap event and when prescription is immediately required in Australia. These are all pictures that have so moved general feeling as to be urged the aggregate memory as they contemplate on the administrations that are offered by the flying specialist brand. With a specific end goal to make the subject much more conspicuous, amid the printing procedure Muniz utilized the same halftone that we normally see in daily papers with a wide flow and this gave an impression of how the brand of imperial flying specialist administration was exceptionally valuable.
Comparing the effectiveness of two theories
Muniz and O’ Guinn discovered proof of the royal doctor service brand group in both up close, personal and the thing that they have been in utilizing as a part of making their brands work out for the hood and for the purpose of their clients to get medication immediately. This has been clear in many interceded situations and this is the place these two speculations have been proven to be effective as they advertise the royal flying doctor branding service very effectively (Cova, Pace & Park, 2007). They have been very valuable to the royal flying doctors brand that they have shown signs of utilizing them through the use of a right strategy to prove that they are effective. Their ethnographic study distinguished that their vicinity, making it a reason concerning why the three customary markers of group where these speculations are pertinent and presently extremely helpful to the royal flying doctor service brand that is utilizing the two hypotheses as a part of dominating the industry. Inside the royal flying doctor service brand group, the two theories are extremely effective and this is the reason regarding why they are comparable in meta-examination recognized gatherings of practice. This has made the two hypotheses that are all that much appropriate in marking the royal flying doctor services that are exceptionally clear in the two speculations (Fulton, Furman & Finlay, 2014).
Taking advantage of the capabilities of both services of royal flying doctors brand and society needs is another method that has made the two theories to be effective. The Theories have made several companies using social networking sites to support the creation and development of the royal flying doctor service brand, thus proving to be effective for use in Australia. Brands such as Jeep with famous royal flying doctor service brand tries to connect with their clients and enhance their branding services on such social networking sites as My Space and Facebook thus making the royal flying doctor service to be more effective (Christ & Anderson, 2011). However, despite research on royal flying doctor service brand, especially the new phenomenon of social media based on royal doctor service brand, thus making the Muniz and O’ Guinn theories to be more effective. Since the royal flying doctor service brand is becoming more important and prevalent, it’s then proving to be more effective, though he two theories as they make more insights about it (Bulmer & Buchanan-Oliver, 2010).
Because of the quick development of online networking and the inspiration of the royal fling doctor brand proprietors, they have decided to take an interest in online networking, the theories and motivation to ensure people use their services. The theories have been out to investigate if there the strategy employed for use has been to investigate whether brand groups in light of social networking have constructive outcomes. This should be on the principle group components and on group esteem creation rehearses, and on brand faithfulness as this will increase the effectiveness of their working (Leight, Chan & Krasnodebska, 2011).
The preferred theory
The Holts theory can provide a better fit for the royal flying doctor service brand; since, its objective is to first build up a neurological system of connections between brand group markers and esteemed creation practices, brand trust, and brand devotion. The theory also tests the system and speculations quantitatively by assessing a basic comparison of the model utilizing study information, example, and online networking site clients. It also creates and accept new scales to gauge some group related builds, like the shared cognizance, customs, conventions and commitments to society, through are very helpful in leading future overview based brand group studies in Australia (O’Connor, 2014). The Holts theory works on all the upsides of social networking with interfacing organizations to ensure straightforwardly, in an opportune way and requiring little to no effort, in impacting client recognitions; hence the best to fit for an overall royal flying doctor service brand. The royal flying doctor service conducts and unifies all diverse similarities and interested individuals that are very reputable in distinctive commercial enterprises. The other side of the theory is much more elevated on the amount an interest in social networking sites will take shield whereby, most of customers are found in order to be successful through this theory (Shaw, 2007). The use of this theory is more significant as compared to the other theories because most of commercial enterprises attempt to get advantage from social networking as they can be utilized to create a methodology and in acknowledging their brands in dealing with others’ method or tail others’ headings that prove to be competitive in the Australian branding industry.
Recommendations
I would recommend for the use of Holts theory as it more effective in branding as compared to other types of theories. The Royal flying doctors should select one of the high profile celebrities and use him or her as the brand manager to help create a good reputation for the organization. Holt’s theory would enable the royal flying doctors to have a wide social network that would ensue that people know their offers, eventually making it a brand.
Conclusion
Muniz and O’Guinn’s theories are very effective; since, discovered proof of brand groups in both up close, personal and that is the thing that they have been in utilizing as a part of making their brands work out for the hood for the purpose of their clients. This has been clear in many interceded situations and this is the place these two speculations have been proven to be effective. They have very valuable to the brands that they were utilized and this is a strategy to prove that they are effective. The Holts theory works on all the upsides of social networking with interfacing organizations to end-buyers straightforwardly, in an opportune way and requiring little to no effort, in impacting client recognitions; hence the best to fit for an overall brand.
References
Abeyratne, R. (2008). The fear of flying and air rage–some legal issues. Journal of Transportation Security, 1(1), 45-66
Brown, S., McDonagh, P., & Shultz, C. (2012). Dark marketing: Ghost in the machine or skeleton in the cupboard? European Business Review, 24(3), 196-215
Bulmer, S., & Buchanan-Oliver, M. (2010). Experiences of brands and national identity. Australasian Marketing Journal, 18(4), 199-205
Christ, P., & Anderson, R. (2011). The impact of technology on evolving roles of salespeople. Journal of Historical Research in Marketing, 3(2), 173-193
Cova, B., Pace, S., & Park, D. J. (2007). Global brand communities across borders: The warhammer case. International Marketing Review, 24(3), 313-329
Fulton, D., Furman, D., & Finlay, N. (2014). A longitudinal study of the middle class: Growth, size and marketing strategies. Research in Business and Economics Journal, 10, 1-20
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Leight, N., Chan, R., & Krasnodebska, M. (2011). PDiN quarterly – trends in public diplomacy: June, july and august 2011. Place Branding and Public Diplomacy, 7(4), 299-315
O’Connor, J. P. (2014). “For a colleen’s complexion”: Soap and the politicization of a brand personality, 1888-1916. Journal of Historical Research in Marketing, 6(1), 29-55
Shaw, D. (2007). Consumer voters in imagined communities. The International Journal of Sociology and Social Policy, 27(3), 135-150
Skull, S. A., Krause, V., Dalton, C. B., & Roberts, L. A. (1999). A retrospective search for lyssavirus in humans in the northern territory. Australian and New Zealand Journal of Public Health, 23(3), 305-308
Tan, Amy C W,B.Pharm, PhD., Emmerton, Lynne M, BPharm,PhD., M.P.S., & Hattingh, H. L. (2013). Prescribing and medication-initiation roles based on the perspectives of rural healthcare providers in a study community in Queensland. Australian Health Review, 37(2), 1-7
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