When people go to a store in order to buy food or commodities, they are faced with a problem of a wide choice of goods because nowadays there is a huge range of different producers. Moreover, all of them try to be recognized on the market by creating a significant image. As a result, companies create own brands. According to American Marketing Association (2013), a brand is “a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.” Also, the process of creating connection or association between emotional perception of the consumer and company’s product with target of creating distinction and building loyalty has known as a brand management (Hislop, 2001). For instance when someone mentions Apple, most people instantly think about high quality and high-tech. Another example is Coca-cola. This company many years has and develops long-term relationships with customers by not only selling cold drinks but also providing a lifestyle. That means that loyal customers are satisfied with added value that the company offers instead of other companies (Bergström, Landgren & Müntzing, 2010). Hence, brand management influences consumers’ behaviour and satisfaction by creating brand identity and loyalty.
First of all, the consumers' perception of a brand is highly dependent from brand identity. Bjerre et al. (2009) have created an own model of brand identity when they divided brand identity into internal and external parts (as cited in Bergström, Landgren & Müntzing, 2010). Brand image is a basic external component of the brand identity. Janonis & Virvilaitė (2007) claim “the conception of brand image combines the identification of brand image with intangible assets...
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Hislop, M. (2001). An Overview of Branding and Brand Measurement for Online Marketers. Retrieved November 26, 2013, from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.94.5311&rep=rep1&type=pdf
Janonis, V., Virvilaitė, R. (2007). Brand image formation. Engineering Economics, 2 (52). Retrieved November 28, 2013, from http://www.ktu.lt/lt/mokslas/zurnalai/inzeko/52/1392-2758-2007-2-52-78.pdf
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In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Brand identity is integral to the growth and success of a company. It provides a line of communication with customers, differentiates business from others in the marketplace, shapes company style, and increases business performance (Ellwood, 2002). In my own experience as a graphic designer, I have gained an increased awareness of the importance of brand identity after I emigrated to the United States and began studies for my Master’s in Graphic Design. Graphic design as a course of study does not exist in Saudi Arabia; so consequently, I have realized that designing a brand identity for a company or business is not an easy job.
Universally, a brand is a set apart representation that represents a product's ability to stand out (Ghodeswar, B. M., 2008, 17(1), 4-12). Comparatively, every single business use logos, marks, or names, to differentiate its products from others. Moreover, our corporation produces vanilla-white yogurts with the brand name of Delightful yogurts and it was their very first product to enter the marketplace. The Delightful yogurts popularity grew better than expected in the marketplace, thus becoming a household brand name; this leads the Delightful yogurt corporation to perform a brand extension of its yogurts. Therefore, the corporation launched a variety of flavors and colors that included Banana Berry-yellow, Kiwi Lime-green, Mango Tangelo-orange,
Brands have become subjects of increasing interest to marketers over the years. There have been extensive studies to understand the idea of what a brand is. While taking into consideration the success of a brand, the marketers must ask whether - sales, contribution to market share, additional profit margin, loyalty generated, and awareness or corporate image contribution are the key factors that drive the success or failure of a brand. However, today marketers must look from a different viewpoint - not from the viewpoint of those who create, develop and nurture brands but from the point of view of the ultimate audience, the consumers of brands. Therefore, a successful brand understands its perception and therefore the people who perceive it (Keller, 2003).
...of brand equity in an organizational-buying context. Journal of Product & Brand Management, Vol. 6(6), pp. 428-437.
Brand attitudes: it’s the consumer evaluation of brand .Keller (1993)another important impact distinctive Between 11 dimensions: product attributes, intangibles, customer benefits, price, use/ application, user, product class, celebrity, country of origin, competitors, and life style. Aaker’s and Keller’s show many topologies like price, user imagery, usage imagery, and product attributes I will identify some weakness , but it should be considered that how it’s possible to trap the content of consumer knowledge. Aaker (1991). "Sum of the total brand impression is called brand image (Herzog 1973), anything that is associated with brand (Newman 1957), and "the perception of the product" (Runyon and Stewart
Companies creates a great and effective brand image or identity no matter from internal and external sources. Therefore, all the competitors are willing to do so because the brand image has the direct impact to generate consumer satisfaction value. Brand Image affects loyalty at least in two ways. Firstly, customer may use his preferences to present his own image. That may occur both in co...
3] Keller, K.L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57, 1–22.
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.
Barwise, Paddy. 1993. “Brand Equity: Snark or Boojum?” International Journal of Marketing Research. 10 (March), 93-104.
[5] Nandan, S. (2005) An exploration of the brand identity-brand image linkage: A communications perspective, Brand Management. (pp 264 – 278)
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
Early on in the twentieth century, when mass marketing and production became commonplace, company branding allowed consumers to identify with a company. The consumer made a one sided personal relationship
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.