Why do consumers reject brand names?
Introduction
A good brand name can improve the sales demand and help to provide a good quality image to the people. The increase of sales will force to concentrate only in production. As a result of the quality deficiency can affect the demand in market. When we look back to our history we can see so many branded companies disappeared from our market. In some cases customers are not ready to buy even branded items. For example the MAGGI Instant Noodles brand originated from Switzerland where in 1863. The FSSAI (Food Safety and Standards Authority of India) ordered country wide call off all Maggi noodles because the FSSAI discovered high quantity of led and MSG (Monosodium Glutamate). The company lost their
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In this stage stimuli appeared in the form of random pair of brand names at the centre of the screen. From the first four categories one of the brand names was chosen randomly. A pair of brand names was displayed on the screen for a maximum of 3000 milliseconds. So, within this time span subjects had to decide as quickly as possible that which of the two brand names they would choose as a mutual fund by pushing one of the two keys on the computer keyboard. The reaction time for this process was recorded using E-prime (psychology software tool). After analysing the results of stage A and B they concluded that a brand name hints at the expected product benefit triggers an important difference in the response of …show more content…
These Components will help to conquer the market. Consumers are conscious when purchasing items from markets. They interpret brand is a synonym for quality. The people are doubted with quality of non branded items, so they choose to buy branded items. Also the consumers are not ready to compromise with quality or safety, and it lead to loss of brand name in market.
References
[1] Akin, Murat. (2011). Predicting consumers’ behavioural intentions with perceptions of brand personality: A study in cell phone market. International Journal of Business and Management, 6(6), 193-206. [2] Hillenbrand, Philipp; Sarael, Alcauter; Cervantes, Javier; Barrios, Fernando. (2013). Better branding: brand name can influence consumer choice. Journal of Product and Brand Management, 22(4), 300-308.
[3] Umer, Shehzad; Salman, Ahmad; Kashif, Iqbal; Muhammad, Nawaz; Saqib, Usman.(2014). Influence of brand names on consumer choice and decision. Journal of Business and Management, 16(6), 72-76.
[4] Mohammad, Alamgir; Tasnuba, Nasir; Mohammad, Shamsuddoha; Alexandru, Nedelea. (2010). Influence of brand name on consumer decision making process- An empirical study on car buyers. Annals of Stefan cel Mare University of Suceava,
Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”. When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways which let people feel impressed, and that are some things they need to buy. This is what Anne Norton discussed in her article “The Signs of Shopping”. People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive.
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 awareness and distinction plays an important role in buyer decision making in this segment. Tradesmen
We propose a branding strategy which takes into account the brands capabilities and competencies, strategies of competition brands and the outlook of consumers experience in their respective societies. As an international brand there is the challenge of staying connected with local customers. We will overcome this by adapting marketing strategy to local needs using a variance of standardized marketing mix and an adapted marketing mix.
...s SLK obviously clarifies how essentialness of recognition is important for a brand. In Oman how many number of consumers are eager to spend 15,000 O.R to purchase a Toyota SUV? Not that many. Anyhow many individuals might pay 15,000 O.R for Lexus SLK if it was available at that rate. Interestingly the recognition of Toyota are conservative, competitive, and common sense. However the Lexus is an image of extravagance, prevalent quality, and tastefulness. In this manner the insightful progressions of individuals' brain and perspective of brand quality influence the purchase decision making. One average sample of sensor promoting, might be Lexus with their strap line, 'The loudest sound you hear inside the Lexus is yourself considering'. It is locked in to shopper's sound sense, communication of the buyer remains in hush to test how tranquil a Lexus motor truly is.
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
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.
Strong Brands names are those that are trusted by the public. All these factors contribute to the characteristics of brand identity. The term brand identity can apply to a single product such as the Mini car or to group of products such as the Apple iPhone, iPod and iPad, or Samsung smartphone, notebooks, TVs etc. Ferrari is another well-known and respected brand, having a unique brand identity. People tend to associate with brand to enhance their own personal image. Brand identity helps customers differentiate between similar products, as expressed by V.Ryan (2011) 2.
...rand personality: investigating the impact of consumer personality on preferences towards particular brand personality. Brand management, 16(4):234-247.
Lastly, brand awareness is a crucial consideration. And It may be thought of as a consumers’ ability to find a brand within a group in adequate detail to make a purchase. It is important to remember that adequate detail does not always need identification of the brand name. Often “brand awareness is no more than a visual image of the package that stimulates a response to the brand.” Moreover, recall of the name is not necessarily required because brand awareness in which can try via brand recognition. According to Emma Macdonald and Byron Sharp (2003), suggested, when a brand is recognized at point of purchase, its brand awareness does not need brand recall. This is a major point in the consideration of brand awareness as the most important communication objective. In fact, the difference is misunderstood by marketing and advertising managers. The difficulty is to relate to the essential difference between recognition and recall, that is extremely important to advertising strategy. Brand recognition and brand recall are two separate types of brand awareness. The difference depends upon the communication effect that occurs primarily in the consumers’ memory.
Brand(s) creates obligation on the brand owner(s), manufacturer(s), marketer(s) to provide quality product(s) and service(s) to maintain as well as enhance brand image of market offering(s) and may result into higher brand preference and brand loyalty on the part of the consumers.
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.
They study and utilize what they see as a link between personality and consumer purchasing behavior. For this reason, products are often created to have "brand personalities" that marketers believe match the primary personality traits of those they see as the best prospects for purchasing the product. They believe that personality factors influence greatly what consumers purchase, as well as when and how they use or consume products and services. Even online, consumers reveal much information about their "self-concept" as they visit different
Product is the core of marketing, which including tangible goods like food or drinks or intangible services, as it is the major way to embody customers requirements; and, branding is directly associated with it. In fact, branding is all about decisio ns of products, like brand names or trademarks. Stork (2007) asserted that a brand is a unique business identity which represents the personality, quality or origin of products. And, such a product which added value by branding would appear in every activity of marketing, namely, branding is actually react on the whole marketing system directly and indirectly.
There are many elements affecting to the success of a launching. The basic factor is to develop product that satisfies consumers’ demands and maintain the brand promise. However, consumers are not only looking for the quality of product but also concerning about the price, the promotion and so on.