The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers. According to Heath and Heath (2008), consumers seem to have a mistrust of marketing resulting in a disconnection between the agenda of brand managers and consumer interests. This mistrust lies with the consumer view that marketers are pushing for “excessive consumption” rather than really understanding attitudes and perceptions that lead to satisfying the needs and wants of consumers (Heath & Heath, 2008). Today, consumers are opposed to push strategies, and prefer making decisions about brands more independently. Hipperson (2010) has found that companies may have to “change from delivering push communications to creating pull interactions” (p. 263). This reflects the importance of listening to what consumers are demanding and then implementing strategies that will satisfy this ... ... middle of paper ... ...& Balmer, J. (2007). New frontiers and perspectives in corporate brand management. International Studies of Management & Organization, 37(4), 3-19. Retrieved 2/25/11 from Business source Premier database. Mulyanegara, R., Tsarenko, Y., & Anderson, A. (2009). The big five and brand personality: ` Investigating the impact of consumer personality on preferences towards particular brand personality. Journal of Brand Management, 16(4), 234-247. Retrieved 2/25/11 from Business source Premier database. Peter, J. &Donnelley Jr., J. (2009). Marketing management- knowledge and skills. New York, NY: McGraw Hill Irwin. Putrevu, S. & Lord, K. (2003). Processing internet communications: A motivation, opportunity, and ability framework. Journal of Current Issues and Research in Advertising, 25, 45-59. Retrieved 2/25/11 from ProQuest ABN/INFORM Global.
When the consistency of the information is built, the credibility of the brand becomes higher (Bengtsson, Bardhi and Venkatraman, 2010). It is suggested that asymmetric information leads to consumer uncertainty, which would therefore have a negative impact on brand image (Erdem and Swait, 1998, p. 138). Accordingly, consistency of the information has become a key factor that leads to the successfulness of a global brand since it reduces the uncertainty and the thinking process time of consumers (Lee et al., 2007). Several effects have been found regarding to standardization of a brand (Erdem and Swait, 1998, p. 138). Marketers will have a better control of the brand if the brand meaning has been consistent over the time (Erdem and Swait, 1998, p. 138). First of all, it increases brand equity, which would therefore improve consumer’s brand awareness (Erdem and Swait, 1998, p. 138). Second, it would reduce consumers’ uncertainty of the brand, which would thus increase the reliability of the brand and brand loyalty (Erdem and Swait, 1998, p. 138). Third, it greatly reduces the conflict of consumers’ cognitive structures, which would lead them to trust more on the brand (Erdem and Swait, 1998, p.
When he talks about the marketing and advertising of today he speaks of the word of mouth and social media and the power that it holds. Continuing with what he said before about people adopting brands to be their own, when it comes to social marketing, if people identify and e...
The product’s features are the most influential factor on maintaining brand loyalty. For Apple, software updates for apps, constantly updated newer and lighter versions of all their products, and overall product design and brand imagery are all factors that keep Apple’s customers coming back. Our textbook also mentions that advertising can communicate how a brand fulfills needs and desires of the consumer. Apple wants to be a “different” company, not like any of the existing PC companies. Advertising can also help create a personal connection with the consumer.
Sarkar, A. N., & Singh, J. (2005). New paradigm in evolving brand management strategy. Journal of Management Research, 5(2), 80-90. Retrieved from http://search.proquest.com/docview/237238894?accountid=28644
According to Philip Kotler “A brand is a name, term, sign, symbol, or design, or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of the competitors. The business firm(s) faces the choice, whether it should brand its product or not? The Generic products can be offered to the consumers at a price lower than the branded products with standard or lower quality. The brand sponsor decision involves the decision about who is going to brand the product, manufacturer or re-seller or will it be a combination of the two? Indian retailing has seen a lot of ups and downs over the last few years. With the increasing growth of the organized
brands to communicate better with their consumers, and intensify their association with them. The advertising world
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
The roles of internal branding process and hierarchical level associate with employee’s knowledge and buy in behavior
Our brand’s position present an early gatekeeper in the prospect’s journey to purchase and to brand advocacy. There are some steps in branding which we need to consider: first we need to gain prospect’s attention (i.e. “Coca-Cola?”), and communicate our category (i.e. “The manufacturer of beverages”) and the last obstacle represent capturing their interest with an attribute which must be different and relevant also (“Coca-Cola…pure drink of natural flavors”). Brand is really important, so missed opportunity to position the brand can have huge effects and also can send strongest products into obscurity. For example let’s consider Segway, Apple’s Newton or almost any of Google’s products that stray from their core search and information retrieval competence (e.g. Google Video, Buzz, Wave, Answers, etc …). All of these brands have great enter in the market with great products and extraordinary awareness advantage but they are also failed in gaining’s consumers interest. The main reason for failure is that they lacked a valid strategy to position them in consumer’s minds. There are some tips below that can help us to avoid common pitfalls and also to help us to craft the type of position for our brand that confers a strong competitive
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
By communicating a new value proposition, brand management aims to change the brand’s former brand percep-tion and link the new brand image to the new position. Of course, also within re-positioning, new attributes have to demonstrate points of difference and superi-ority. By emphasizing the brand’s uniqueness, management enables the cus-tomer to perceive higher brand value in their mind (cf. Friis 2009, p. 19). If the brand elements are not relevant for the target audience or the brand proposition was not chosen correctly, brand identity will not be perceived as credible and communication will fail. Therefore, companies have to analyse their target groups accurately before choosing new attributes, which they want to communicate. Management has to find out what are the target audience’s needs, wants and desires and what do they believe in. The organizations values should in best case overlap with the values of the audience. New brand attributes have to follow specific communication objectives, which are focussed on changing the custom-ers’ perception (cf. Feddersen 2013, p.
Marketing professionals create, manage and/or enhance brands in order to create or bolster demand for the product. A successful marketing plan will help assure that consumers look beyond just the price or function of a product when making a purchasing decision, in part, a well planned marketing effort will create a “feel good” association about the product the consumer is about to purchase (Petty) A key part of a career in marketing is to understand the needs, preferences, and constraints that define the target group of consumers or the market niche corresponding to the brand. This is done by market research. This is accomplished through market research, essentially using survey techniques, statistics, psychology and social understanding to help gather information on what consumers want and/or need, and then designing products, or services, to hopefully meet ...
Companies are now focusing on such of a group that are mostly small, but are highly influential, those are known as brand evangelist, and they embrace the brand in every possible way, publicize their highly positive experience to other consumer and eventually discourage other to try competitors brands (McConnel, & Huba 2003). It has been suggested from the literature that there is limited work done on exploring the notion of brand evangelism. Brand evangelism occurs when customer do positive word of mouth and tries to convince other to use or buy the same brand and rand evangelism involved commitment and emotional attachment (McConnell and Huba, 2002). (Scarpi 2010) argued that brand evangelism in terms of positive word of mouth behavior that
Therefore, brand managers now have to consider how to react when their brand is talked about by consumers (Campbell et al. 2011). Muñiz and Jensen Schau (2007) argue CGA is relevant to companies because it provides proof of consumer perceptions of brands and their feelings towards the brand. They also argue that CGA is important because they are prime examples of persuasive marketing messages from brand loyalists. Moreover, CGA is only going to increase in frequency. Marketers have underestimated the possible consequences of interactive marketing on the Internet by not considering the influence consumers gain from CGA (Deighton and Kornfeld as cited in Pehlivan, Sarican, and Berthon
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...