Introduction

Branding is the strategy of marketing that is used by various business organizations and companies for differentiating all the products in their product line from similar products from the competitors. It is very crucial for the business organization that happens to lack any kind of promotional resources from leading competitors (Anwar, et al., 2011). When any product of any business organization has any unique name, image, or appearance, it facilitates the customers to get the product in any crowded shopping place.

Having a strong branding and product identity can also have positive implications on the behavior of the customers by establishing any kind of emotional connections and enforcing habits of buying the customers (Veloutsou & Guzman, 2017). This paper deals with the analysis various branding strategies over various branding strategies for the boot brand Hunter over the geographic boundaries for the identification of the best approach for having a business expansion in a foreign market (Briciu, 2013). Further, the recommendations regarding the brand strategy are discussed along with the justification of the branding strategy. Further, in the assignment, a branding approach is established based on the CBBE model for the new business Hunter. The identifications of brand elements that are appropriate for adaptation and need to be retained are focused on having effective branding.

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Branding Strategies over Geographic Boundaries

Considering the heritage and fame of Hunter which is renowned for being a sophisticated British brand of boots, the branding strategy of name brand recognition is thought to be the best approach. Being a well-established company; Hunter needs to use the weight and advantage of its brand name for extending its products (Hamid, et al., 2012). This strategy will assist Hunter in promoting its new branch of products in the new global market.

The recognition of an already established brand like Hunter will assist in integrating all attributes of branding for the new shoe or boot line such as the Hunter Original and Hunter Field (Kim & Canina, 2010). By considering the strategies of branding for the promotion of the boot company, Hunter, needs to undertake appropriate segmentation and positioning for getting into any foreign market for business expansion.

Market Scenario of International Business          

According to the market scenario of international business, it can be stated that the United States of America is the most appropriate market for Hunter for international business expansion. The United States of America is a very favorable market for the selling expansion of business as the economy in the country is very favorable for having the establishment of business (Kasemsap, 2016). The GDP of the country is very high which facilitates the customers to buy high, sophisticated boots of Hunter that have a legendary lineage of Royal Warrants of Appointment to HRM The Duke of Edinburgh and  HM The  Queen.

The gross income of the customer in the United States of America makes it very favorable for the promotion and expansion of the business of Hunter boots in the American market (Lynn, 2011). Further, the population of the US is encompassed with the potential customers that fall into the segment of fashion-conscious youth who would opt for the collection of Hunter Original, which includes the iconic red box logo.

On the other hand, the US population also encompasses the segments of customers who belong to the rural and urban backgrounds and have similar professions and lifestyles respectively. The economy of the United States is integrated and is very contained with the representation of every major industry (Lasserre, 2017).  Moreover, the market of the United States comprises various consumer markets and every consumer market has varying tastes, the behavior of customers, systems of distribution, climates, and regulations that are favorable for the marketing and business operations of Hunter with its new handcrafted boots segments of Hunter Original and Hunter Field.

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Branding Approach Using the CBBE

Considering the global branding approach that is to be followed for the market expansion of Hunter through any other local outlet in the market of the United States of America, Segmentation of the market and the customers for the renowned boot brand Hunter has to be done before stepping into the market (Rosenbaum-Elliott, Percy & Pervan, 2015). The geographic variation such as state, regions, type of neighborhood, income, opinions, attitudes, values, and interests of the people and the potential customers have to be identified.

The behavior s of the potential customers have to be considered like habits of media, frequency of purchase, the loyalty of the Hunter brand, along with usage of channels. Hunter needs to use the schemes of segmentation that are highly sophisticated by integrating numerous variables and advanced statistics (Steenkamp, 2017). The segmentation of the market in the United States has to be considered considering the age, taste, and living standard of the customers.

Hunter has to conduct a cluster analysis that can be performed on the performance ratings of the boots sold by Hunter over the online platform and its exclusive store in London and Tokyo (Schroeder, Borgerson & Wu, 2016). After recognition of the market and customers segments, the comparison has to be made regarding various segments or groups on various factors of lifestyles, and demographic variables.

In this case, the country of origin effect is not selected for the branding and promotion of Hunter boots through any other local outlets in the market in the United States. This is so because the presence and quality of American products are so strong in the mindset of the customers of the United States that the country of origin effect of Hunter boots will not be effective to a significant extent (Thoma & Williams, 2013). This will simply be highly ineffective for Hunter to enter into the new and highly competitive market by using the name and heritage of the United Kingdom.

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Brand Personalities

The brand personality that would be used for the branding of Hunter boots is sophistication. Sophistication would be used as the brand personality as the lineage of heritage that Hunter boost has would be categorized to have a sophisticated image of the brand. The elements that it has attached to the sophistication of the brand are refined, elegant, charming, and poise (Veloutsou & Guzman, 2017).  The sophistication of the attachments of Royal Warrants of Appointment to HM The Queen and the HRH the Duke of Edinburgh can be used in the promotion of the boots of Hunter in the United States of America.

The extension of brands that will be sued in the expansion of the business of Hunter boots is Hunter Original and Hunter Field. With the integration of brand extension of Hunter Original and Hunter Field, the expansion of the business of Hunter and the entry of the brand will become much more convenient and easier (Anwar, et al., 2011). This would provide wide opportunities for the boot brand to be easily perceived and accepted by the potential customers of the United States.

The extension of the brand will be very much relevant to the target country as the United States is a country that has a population of young and fashion concerned people who would love to purchase the boots from Hunter Original that has the iconic red box logo (Briciu, 2013). This extension of the product would appeal to the young and fashion-conscious customers as Hunter Original has the accessories and outwear of rubber. Further, in the countryside parts of the United States, the potential customers may find boots of Hunter Field to be more appealing as they shall find boots that would be appropriate for use both in all kinds of landscapes and weather.

By using the CBBE model, the branding approach of Hunter boots in the market in the United States can be structured. The first step toward the branding approach in this regard would relate to the identity of the brand (Hamid, et al., 2012). This would state to the creation of awareness about the product among the potential; customers of the United States.

By making extensive market research, in-depth comprehension of the perception of the US customers towards Hunter can be identified. The exploration of other markets segments along with various needs and relationships with Hunter can be identified (Kim & Canina, 2010). The identification of the way customers narrows their choices can be done which would assist in preparing bettering branding and marketing strategies as compared to the other domestic competitors of the United  States.

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With the integration of the brand meaning step, the identification and communication of the meaning of the brand and the aspect for which it stands will be conducted. The prime focus in this step will be on the imagery and performance of the product (Kasemsap, 2016).  The imagery of the Hunter boots which are symbolized with the green and red logo will play into account. The performance factor of Hunger boots will be analyzed with the capacity of the product to meet the needs of the US customers.

The primary features along with the characteristics of the boots, reliability of the product, serviceability, effectiveness of the product, design, and style will come into account in this case (Lynn, 2011). For this step, the identification of the experiences that the UK and Tokyo customers have with the boots of the brand will come into play.

This meeting of the needs of the customers due to which customers in the United Kingdom prefer the products will be considered in this regard. Competitive advantage can be gained by exceeding the expectations of the customers of the United States (Thoma & Williams, 2013). Identification of the kind of experience that the customers want to gain with the Hunter boots has to be conducted. For this purpose, the imagery and performance of the Hunter boots will be taken into account which will assist in the creation of a good brand personality (Lasserre, 2017). This will be followed by the brand response for the boots of Hunter by the US customer. This would encompass the feelings and judgment of the customer about Hunter boots. This will be encompassing the quality of the boost that the customers get. This will relate to the gap in the quality of the products received and the promised quality of boots.

The factors like the credibility of the boost produced by Hunter, the consideration of the uniqueness of Hunter boots, and the superiority of the boots as compared to the boost manufactured by the competitors in the market will be assessed (Rosenbaum-Elliott, Percy & Pervan, 2015). For this purpose, examinations of all such aspects have to be conducted. This will be followed by the resonance of the brand with the needs of the customers in the United States market.

This is the aspect that sits at the highest position in the pyramid of brand equity as it is the most desirable and difficult position to gain. After gaining a resonance of the boots of Hunter with the needs of the customers, there will be an obtainment of psychological bond with the customers (Steenkamp, 2017). This will be assessed by the loyalty of the behavior of the customers in the United States. The attitudinal attachment would also determine the success rate in this regard. Further, the alignment of the objectives of the branding and promotion of boots in the UUS market would be determined by the active engagement of the customers.

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Branding Elements

The name Hunter boost will be playing a very important role in the promotion of the business of the boot company. The name of the products is very prominent and carries a   very sophisticated sense of the heritage that is carried by the company.  The names of the boot collection such as Hunter Original and Hunter Field will help in better promotion.

Slogan

With the features and the association of the boost company with the rich heritage that the company has, developing a slogan for the brand would be very beneficial in memory retention of the customers in regards to the presence of the company in the  US market.

Logo

The logo of the color will play a very prominent role in the promotion of the brand. The red box logo of the Hunter Original collection will appeal to the youngsters.  The green logo of the   Hunter Field collection will be suitable for the objectives for which the boots of this collection are made

Website address

Stating the address of the website during the onsite promotion of the boost will assist in the online sales of the company.

Packaging

Packaging of the boots will also play a crucial role in attracting customers in the market of the United States.  The marketing department of the Hunter boosts needs to contribute more efforts to creating attractive packaging.

The branding elements will be considered by Hunter boots for the expansion of business in the market of United States including brand identity. This will be subjected to the application by using the logos or related visuals of Hunter. The next element that is associated with the branding of Hunter will be the brand personality (Schroeder, Borgerson & Wu, 2016). This will be used as the personal qualities of Hunter boots relate to the enriched heritage that it carries right from its inception. Every element of the identity of the brand includes the logo color which is available in red and green. This would also include the typography of Hunter which adds to the identification of the brand.

Conclusion

Hunter needs to be aware of the challenges that it shall face while expanding its business in the market of the United States.  This is due to the complexity and competition of the entire market which is intense as compared to the other markets of the world. It needs to consider the integrated system of delivery while subjecting its boots to the local outlets in the United States. Despite similarities in the culture and language between the USA and UK,  there are some differences in the business environment in the US which has to be considered by  Hunter.

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References

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Hamid, M., Rasool, S., Kiyani, A.A. and Ali, F., 2012. Factors affecting the brand recognition; An exploratory study. Global Journal of Management and Business Research, 12(7), pp.75-82.

Kim, J.Y. and Canina, L., 2010. On the Importance of Market Identification.

Kasemsap, K., 2016. The roles of social media marketing and brand management in global marketing. OzuemW. Bowen. (Eds.), Competitive social media marketing strategies, pp.173-200.

Lynn, M., 2011. Segmenting and targeting your market: Strategies and limitations.

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Rosenbaum-Elliott, R., Percy, L. and Pervan, S., 2015. Strategic brand management. Oxford University Press, USA.

Steenkamp, J.B., 2017. Global Brand Management. In Global Brand Strategy (pp. 181-208). Palgrave Macmillan, London.

Schroeder, J., Borgerson, J. and Wu, Z., 2016. A Brand Culture Perspective on Global Brands. The Routledge Companion to Contemporary Brand Management, Routledge, London, pp.153-163.

Thoma, V. and Williams, A., 2013. The devil you know: The effect of brand recognition and product ratings on consumer choice. Judgment and Decision Making, 8(1), p.34.

Faloutsos, C. and Guzman, F., 2017. The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management. Journal of Product & Brand Management, 26(1), pp.2-12.