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Impact of branding on consumer buying behaviour research proposal
Analyse the benefits of branding and brand loyalty
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Carman’s brand name: The unique Carmans brand name, distinguishable through cursive font which contrasts with all other simpler typefaces, is used to build ethos and promote persuasion through repeated use which creates familiarity and influences consumer preference. As previously mentioned the rhetorical device of repetition or repeated uses of elements reinforces messages or visuals in the mind of the viewer[3]. Therefore, repeated use Carman’s brand name on each side of the box familiarises the consumer with the brand in the same way, making it memorable. According to an article in the Journal of Global Fashion Marketing, brand familiarity is effective as the more familiar a person is with a brand the greater the influence of buying
their products becomes, as these brands are likely to receive greater ‘interest and attention’[4]. The idea that familiarity can influence consumer preference is demonstrated by a 2007 study by …………………. which tested the effect of brand exposure on food preferences of 3-5 year old children. The children were required to eat identical foods /beverages that utilised either unbranded or McDonalds’s branded packaging, and it was found that the majority of children preferred the taste of the branded food[5]. Thus, by repeated exposure to the Carmans’ brand name, ethos is enhanced as it creates familiarity, which can influence and persuade consumers to buy this product out of common preference.
Paul Krugman’s humorous rhetoric both entertains and informs the reader towards America’s consistent uneducated assumptions of other countries. He opens with a critical approach of the Republican Candidate, Jeb Bush and his comment about French work weeks. Krugman immediately shot down Bush’s argument and referred him as “french toast”, in order to describe the weight of the outcome on his campaign in a joking manner. He inserts an interjection and utilizes common speech to convey straight messages about his possible political standing in the presidential race and elaborates on how groundless his statements were about the French work ethic. Krugman’s sour critique then moves onto yet another Republican, Ben Carson. Although there weren’t any
Sister Helen Prejean, author of Dead Man Walking is a multi-faceted character and person. Her opinions on equality, racism, governmental and justice systems are cultivated and intellectual, truly brought forth in her writing. In this first chapter, Prejean begins her journey of understanding the corrupt systems of government, and their unjust practices such as the death penalty, through this she seeks to help those affected by the unjustness of the systems. Her use of logos, pathos, and ethos through strategies such as presenting statistics, descriptions of memories and explanations of religious ties help her opinion become prominent throughout the chapter.
In addressing the Wellesley High School class of 2012, David McCullough, Jr., uses rhetorical devices such as logos, pathos and literacy devices to argue the uneasy fact to the grads that every person is not special and thus should not try to accomplish everything in life.
Anticipation is prevalent throughout The Road, which is set by the narrative pace, creating a tense and suspenseful feeling and tone.
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.
Chuck Klosterman’s But What If We’re Wrong? is a book about examining the present as if we are in the future, examining many universally accepted cultural and even scientific beliefs and explaining how they will probably be thought of as absurd to future generations. The interesting thing is that he doesn’t actually say what these beliefs will become because his entire argument is that we simply do not know. The future is completely unpredictable, and the more reasonable it sounds to our present-day ears, the more likely it is to be a false prediction. He says that when examining our perception of the present day as if we are in the future,
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
To furthermore express the tone that was developed, Lois Lowry used punctuation. After Jonas’s father was finished with the baby and it was dead, Jonas’s only thoughts were, “He killed it! My father killed it!” (141). By writing the words, “He killed it! My father killed it!” in italics, the author focuses Jonas’s perception on his father as a murderer once he realized that his father had killed the baby, not send it “elsewhere.” The Committee brainwashed citizens into thinking that when one was “released,” it meant that they were going “elsewhere.” Not only was this deceiving, but if the community found out about this, they would question their safety and The Committee; the citizens would view The Committee as a threat and an enemy. When
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.
In lines 1-27, Fridman’s tone is embarrassed because of the little respect nerds receive and he uses an allusion and parallel structure to better get his point across that nerds are looked down upon in today’s world. Fridman states, “only derogatory terms… are for the intellectually curious”(2-3). His tone is ashamed and embarrassed because our country belittles the intelligent and focuses more on physical capacity. Fridman uses an allusion to Webster's New World Dictionary in lines 5-6 to allow the reader to better understand the word geek. By using the definition of geek from Webster’s Dictionary, it pulls in another credible source to help prove his point that derogatory terms are used when referring to the intelligent. In lines 20-23, Leonid
While Others fail their style choices, The most stylistically poor excerpt was from Sir Thomas Eliot's "The Book of the Governor because It loses its argument in attempting to be stylish, It's difficult to grasp initially, and It holds the fewest stylistic choices. Elyot uses complex phrases such as "who purposing to have in his garden a fine and precious herb, that shulde be to him and all other repairing thereto...". While this sentence goes on and formulates a viable and complete argument it loses its meaning in all the connections. The most direct route with connections that help bridge gaps along the way are persuasive, but when those connections elongate and become restrictive rather than freeing or pleasant.
In the 1994 blockbuster hit film, Independence Day, Bill Pullman’s speech as President Thomas J. Whitmore, has long been a cultural point of reference that has been used to this very day to symbolize American pride. The film’s speech is a combination of Pullman’s delivery and proud tone of absolute certainty that the world can achieve victory for the human race over extra terrestrials that invade our galaxy during the forth of July weekend. Despite not having a real chance to defeat the massive and powerful alien race, the American President is unwilling to see the citizens of earth go down without a fight and ultimately, the speech does not go in vain. Of course, in the film, people united by unimaginable circumstances are able to destroy all the aliens from taking over. In his speech, he uses ethos, pathos, and logos throughout.
In Canto 23, Dante and Virgil seem to be walking to get to the next bolgia through a bridge that the devil had told them was unbroken. Dante writes “we to the next bolgia can descend. We shall escape from the imagined chase." Thus, they foresee being attacked by the demons escorting them. In fact they immediately see the devils flying after them “with outstretched wings”. Dante and Virgil escape to the next bolgia to be safe. In a ditch they find monks wearing clothes that are very pretty on the outside but “all leaden and so heavy” on the inside. This represents the hypocrisy of these people. Dante sees one of the hypocrites crucified. Virgil then
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.