1. Introduction - The concept of brand
There are many definitions of the term brand that are significantly different. Some definitions are based on the brand as a determinant of visual corporate identity of the company. Thus, the definition of the American Marketing Society perceives brand as “the name, term, design, symbol, or other feature that distinguishes one seller's product from those of others.” Visual identity is certainly important, but not the only aspect of the brand. It is a new dynamic experience of the product, which is created in the mind and emotions of consumers. In today's competitive environment, brand can be defined as “a set of expectations, memories, stories and relationships which, integrated, influence customers´
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The concept of brand personification alludes that the human characteristics should be assigned to the brand. Once the brand personality built, marketing experts should accept the fact that consumers will develop the attraction or aversion towards the brand. The consumers´ attitude towards brand is conditioned by his/her own personal traits. Attachment and repulsion theories have derived from psychology, but are applicable to the analysis of brand attraction and aversion. In my opinion, the reason for applicability of AA theory in brand management is the fact that brand has become anthropomorphized …show more content…
Anxiety is also highly associated with self-criticism. Individuals with high levels of anxiety are more likely to use external assistance to enhance their own value. For these reasons, these people will pay much more attention to brand personality and will use the brand as an evidence of self-worth. In contrast, people with lower levels of anxiety have a more positive self-image and a higher level of self-esteem. Due to a higher sense of self-worthiness, these individuals will rely less on external resources (brands) in order to improve self-image and will be less inclined to focus on brand personality.
In the analysis of the avoidance dimension, it is possible to distinguish between withdrawn (introverted) and open (extrovert) customers. Introverted individuals tend to form shallow, less stable, short-term relationships, while extroverts develop deeper, more intimate and long-term relationships with other people. Introverted customers value their own freedom and independence. That is why there is often a strong link with brands that support their real personality, not an ideal image of themselves.
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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.
(Pool) points out that human beings tend to anthropomorphize objects. Brands use this tendency by personifying their products, some common examples being Michelin Man, Fido Dido and Mr. Peanut. This works due to people’s need to have more relationships, their inclination to personify so as to make more sense of the world around them, and to understand things that they don’t easily understand.
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,
A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy, reliability assurance and care.
Distinguishing one product from another depends on the target market’s ability and in turn the success of any business or consumer product (Lamb, Hair & McDaniel 2009). In the marketing industry and the business world, brand is defined as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of others.” (Bennett, P.D., 1995). Brands are a common part of marketing and they serve as value to consumers. Brands also give firms a competitive edge over another and a certain leverage over its customers.
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
...ical values for products develop enhanced product acceptance or rejection by the similarity of these values to the self (Dolich, 1969). Consumers will be less inclined to purchase from brands referenced to the ideal self image if their ideal-self images are inconsistent with the product image. Therefore, careful consideration should be given to consumers’ psychology when psychological involvement is used as a promotional tool for brand differentiation (Dolich, 1969). Mittal (2006) criticises such an image based measurement in pertaining its restraintness whose content is in need of fuller accounting. As many consumption activities are related to self-definition, it is not surprising to learn that consumers demonstrate consistency between their image and the products they buy, yet not exclusively, on the basis that they are self relevant when constructing the self.
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).
Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
What is brand? Brand is a trade name which can distinguish from other product or service (Intellectual property office, 2013). Another meaning of the brand is to convey the promise or message to the customer (Intellectual property office, 2013). A powerful brand can lead the company to go further in the industry and it can develop the company's potential (Temporal, 2010). Therefore, brand is a signifying of the company.
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.
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.
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model.
Dommer, Sara, Vanitha Swaminithan, and Rohini Ahluwalia. "Using Differentiated Brands To Deflect Exclusion And Protect Inclusion: The Moderating Role Of Self-Esteem On Attachment To Differentiated Brands." Journal of Consumer Research 40.4 (2013): 657-675. Web. 01 Dec. 2013
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.