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
…show more content…
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
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.
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.
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...
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,
creation into existence, and at the very moment God speaks the Son and happiness into
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
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 aspect of auditing under the customer-based brand equity (CBBE) model.
...of brand equity in an organizational-buying context. Journal of Product & Brand Management, Vol. 6(6), pp. 428-437.
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.
The second step deals in creation of proper brand meaning through powerful and unique brand connection with the customers. The third step involves invoking positive brand response while the fourth one involves engaging the customers so as to build a brand affiliation aimed at enhancing active brand loyalty. However, some building blocks are requisite in order to achieve these steps. These...
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).
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).
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