INTRODUCTION
Co-creating value between service provider and customer is a key factor to consider when assessing a branded service. For the University of Southern Queensland to position its branded service of an online tertiary education, it is necessary to understand what factors influence the target audience. These factors are the brand-image and the target audience’s perception, brand congruency, the application of the types of brand attitudes, social influences and their associations to the brand and the rituals and artefacts related to a tertiary education service. Based on these factors, the University of Southern Queensland will have recommendations to achieve optimal co-creation of value for its target audience.
BRAND-IMAGE
The creation
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Attitudes formed by cognitive beliefs involve consumers utilising perceptions of the advantages and disadvantages of the product and whether it is desirable (Jansson-Boyd 2010, pp. 82-83). Affect formed attitudes are an expression of consumer’s values (Maio & Olson; Schwartz; Snyder & DeBono, cited in Jansson-Boyd 2010, p. 83), deriving from feelings and/or emotions (Breckler & Wiggins, cited in Jansson-Boyd 2010, p. 83) towards a product. Behavioural attitudes derive from consumer’s awareness of his or her actions regarding a brand (Jansson-Boyd 2010, p. 83). The target audience’s cognitive belief towards the University of Southern Queensland is that it provides an online tertiary education, the emotion and feeling affect is a likeability towards the brand and the behavioural intention is the continued use of the service. The target audience also has a positive brand attitude towards the University of Southern Queensland’s brand. However, a positive attitude towards a brand is not enough to drive purchase, therefore it is important to foster both a positive brand attitude and a strong attitude towards the brand to achieve continued patronage (eds MacInnis, Whan Park & Priester 2009, p. 286). A strong brand attitude is beneficial as it lasts longer and prevents brand change (Fabrigar, MacDonald & Wegener; Petty, Haugtvedt & Smith, cited in eds MacInnis, …show more content…
207). Markauskaite and Goodyear (2016, p. 219) document that students identified three main artefacts associated with a university's service: accountability, pedagogical and professional. Accountability artefacts are the tests and records of students’ learning, pedagogical artefacts are students’ assessment demonstrating learning and professional artefacts are problem-solving, organisational and performance experiences (Markauskaite & Goodyear 2016, p. 219). Each artefact provides value to the service for the customer and meaning to the ritual of going to university for the target
Intro An account of creation is found in the book of Genesis. Chapters one through eleven tell of how and when God created the Earth, the Heavens, all forms of life, and everything else in the Universe. Genesis also tells the stories of Adam and Eve as well as all of their descendants. Genesis is part of the living Word of God, providing details of the character of God, the principles of man, and man’s relation to God.
A customer’s response falls in two categories, judgment and feelings. Consumers are constantly making judgments about a brand. These judgments fall into four categories: quality, credibility, consideration, and superiority (Keller, 2001). Customers judge a brand based on its actual and perceived quality, and customers judge credibility using the perception of the company’s expertise, trustworthiness, and likability. To what extent is the brand seen as “competent, innovative, and a market leader,” “dependable and sensitive to the interest of customers,” and “fun, interesting, and worth spending time with” (Keller,
Have you ever wonder how the universe was created? Some people believe in the Earth creation by the Supreme Being, some believe in the scientific explanation of Big Bang explosion theory. Every civilization in the world has its own story of how things are created. Each story reflects how people see and think the world at their time. In this essay, I am going to compare two myths of how man was created – the creation tale of Mohawk Tribe and the Hebrew Bible creation story. There are a lot of similarities as well as differences between these legends. While some differences between the two tales are the development of the stories and the meaning behind the stories, the similarities between them is the concept of creationism.
Since 1967 Polo Ralph Lauren the brand is impeccable example for how a company must develop strong brand equity through the years. Indeed, the brand has established its image across a diversity of products and markets using a perfect lifestyle marketing approach. To understand how the brand has achieved strong brand equity, and resonance with its customers, analy...
Building and enhancing a strong brand has been found to have profitable rewards in business, it has therefore become a prime priority for many firms. Customer-base brand equity (CBBE) is a model that is being adopted by many organizations in order to build strong brands that can compete with the other ones in the market. The model outlines the four steps that should be followed in building a strong brand. The first step involves the establishment of appropriate brand identity, which includes enhancing customer awareness of the brand.
...of brand equity in an organizational-buying context. Journal of Product & Brand Management, Vol. 6(6), pp. 428-437.
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
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.
'What do we mean by creation? How helpful are making, emanation and/or artistic work as analogies? Is it a doctrine about the world's beginnings or origin, or about its present or future existence, or what?
13. Attitude towards the brand: Attitude towards the brand strength is positivity/negativity (valence) of an attitude which is weighted by certainty or confidence in the product (i.e, extent with which a brand is considered valid, (Briñol and Richard, 2009).
creation into existence, and at the very moment God speaks the Son and happiness into
In order to understand the relationship between a consumer’s attitude and their behaviour, psychologist constructed a few attitude models to help marketers to understand the consumer’s attitude and behaviour (Shiffman & Kanuk, 2010:249). Some of the attitude models that are considered as important are the following: the single-component attitude model, the tri-component, the multi-attribute attitude model (Rousseau, 2007:195), the theory of trying-to-consume model and the attitude-toward-the-ad models (Shiffman & Kanuk, 2010:255).
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.
In conclusion, the customer- based brand equity model is an important platform that may help in building a strong brand. It could assist a company in assessing its progress as well as providing a blueprint for marketing research activities. If properly planned and implemented, it could help the company in achieving its marketing strategies and in the realization of an increased profit margin