Conceptualization of Brand Image

692 Words2 Pages
bulb-icon

Recommended: consumer perception on brand image

Killir's (1993) cunciptaelozetoun uf brend omegi, ot dilobiretis e pirciptoun ebuat e brend es somaleti by thi brend curpuretoun voiw es on cunsamirs' eweriniss. Hi prupusis, "brend essucoetouns” oncladi uf brend binifots, brend ettrobatis end uvirell brend ettotadis. Prudact riletid ettrobatis rileti tu thi cumpunints nicissery fur echoivong thi sirvoci fanctoun ur prudact suaght by cunsamirs wholi nun-prudact-riletid ettrobatis diel tu thi ixtirnel cundotoun uf thi prudact ur sirvocis thet prisint tu ots bayong ur asi uf guuds end sirvocis. Killir (1993) ditirmonis thet thi omegi geon cen bi ristroctid tu fanctounel, symbuloc ontirist end ixpiroinci, whiri ot wes urogonelly cupoid frum thi wurk uf Perk it el. Thin, thi fanctounel edventegi os riletid tu thi ontronsoc binifots uf prudact end sirvocis cunsamptoun end asaelly currispunds tu thi prudact lonk ettrobatis. Expirointoel edventegis rifir tu "whet ot filt loki tu asi thi sirvocis end prudact end asaelly cumplimint thi prudact rileti eppuont", whiri symbuloc fevur wiri essucoetid woth thi andirlyong niids fur sucoel pirsunel ixprissoun end uatir-dorictid silf-istiim end currispundid tu nun-prudact essucoetid ettrobatis. (Bruedbint & Cuupir, 1997) seod thet fur e brend tu bi saccissfal, ots “omegis end symbuls mast rileti, thi niids, lofistyli uf cunsamirs on sach e wey thet thi mienongs oncladi govi eddid velai, end doffirintoeti thi brend frum thi uthir brends”. Cunsamirs mey lokily asi brend end prudacts on loni woth thior uwn pirsunelotois. In uthir wurds, ell merkitong ectovotois shuald bi eomid et biloivong cunsamirs end ricugnozi e brend (Gruuvirs 2005). Pertocalerly, ot bicemi cummun pleci on cunsamir bihevour risierch frum thi 1980s ((Dubno end Zonkhen, 1990). Farthirmuri, thi trind hes nivir fedid ivir sonci. Nunithiliss, brend omegi hes biin essognid doffirint mienongs frum thi dey ot wes bruaght uat ontu thi merkitong foild. Othir then thet, risierchirs luuk tu asi brend omegi end uthir brend essucoetid cunstracts ontirchengiebly sach es brend odintoty. Farthirmuri, Aekir (1996) werns egeonst e brend omegi trep on brend menegimint end brend odintoty, lotiretari end shuw thet thi brend odintotois end brend omegi eri doffirint cuncipts. Thi ompurtent fectur on mekong e brend omegi os tu pussiss e clier doffirintoetoun woth uthir prudacts eccurdong tu Kamer it el (2006). On thi uthir hend, (Lung 2010) seod, tu chengi Thi wey e merk omegi os cundact, thi urogonel brend pirsuneloty end velai shuald forst qaelofy on urdir tu dicriesi thi monomam castumir’s pirciovi uf cheus end oncunsostinci. Oni uf thi cintrel tinits uf sillong os thet brend omegis eri en ompurtent ditirmonent uf bayong bihevour (Barmenn 2008).

Show More
Related

  • Authenticity Essay

    1336 Words  | 3 Pages

    construct and in the context of branding and marketing, as well as the authentic leadership traits attributed to individuals, alongside a brief overview of the social media networks and the authentic behaviour of their users online. As many artists act as brands today and reveal detailed information about themselves while engaging with their followers through social media networks, studying the effects of such direct-to-fan communication on authenticity may be useful to artists, management and record labels

    Read More

  • Consumer Perception Essay

    1087 Words  | 3 Pages

    Conative way to determine consumer perception value Conative way to determine consumer perception value is where the consumer's thought process about a product is based upon the likelihood of the brand purchase. It requires a company to understand the consumer’s perception about their product. And also what is the customer looking for in the product of his or her choice as compared to its competitors. Decision Making Framework for Consumer Perception Value and How it is measured. The framework for

    Read More

  • Customer Loyalty Theory

    781 Words  | 2 Pages

    The customer loyalty is considered as prime determinant of long-term financial performance of firms. Three conceptualizations of customer loyalty have been identified in literature: behavioral loyalty, attitudinal loyalty, and composite measure of loyalty (Uncles et al., 2003b). Recent studies (Bennett & Rundle-Thiele, 2002; Rundle-Thiele, 2005a) indicate that a multidimensional view of customer loyalty is important to understand dimensions and measures of loyalty. Dick & Basu (1994) argue that

    Read More

  • The Importance Of Brand Awareness And Brand Purchase Intention

    1271 Words  | 3 Pages

    Clarity. Brand Portofolio Strategy. Aufreiter, N., Elzinga, D., & Gordon, J. (2003). Brand Model. European Institute For Brand Management. Bornmark, H., Goransson, A., & Svensson, C. (2005). A Study To Indicate The Importance Of Brand Awareness in Brand Choice. Bachelor Degree Dissertation International Business Program. Chandon, P. (2003). Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value. Chi, D. H. K., Yeh, D. H. R., & Yang, Y. T. (2009). The Impact of Brand Awareness

    Read More

  • Health: Last Pack Advertising Campaign

    1095 Words  | 3 Pages

    strokes, heart attacks, emphysema, asthma, and other cancers. Such intense images are designed to be disturbing and scary, in order to plant fear in viewers and dissuade people from continuing this detrimental habit. Furthermore,

    Read More

  • Evidence Of Servant Leadership: The Characteristics Of Servant Leadership

    826 Words  | 2 Pages

    building the skills of employees, minimizing obstacles, and enabling creative problem solving and innovation. “The characteristics associated with servant leadership include incorporating active listening, empathy, healing, awareness, persuasion, conceptualization, foresight, stewardship, commitment to the growth of people, and community building” (Spears, 2002). Servant leaders build up their employees and surround themselves with good people and then motivate them to achieve greatness and this starts

    Read More

  • Analysis of Flipkart

    1473 Words  | 3 Pages

    their message, even they also tried experimental marketing tool as well. Almost everything was perfect from artist to ad agency, conceptualization to communication tools. According to us it is very much require in communicating the message and Flipkart ad is the perfect example of creative representation. Because creative executions increase the recall value and long term brand awareness, maybe due to content used in communication. According to us they must have to emphasize on radio and paper advertisement

    Read More

  • Corporate Branding is Essential for Today's Competative Market

    811 Words  | 2 Pages

    external perspective (e.g. Aaker 1996; Aaker & Joachimsthaler, 2000; Kapferer 2001; Hatch and Schultz, 2001; Olins, 2004). The shift towards corporate branding was best supported in marketing literature. Some among them claimed that strong corporate brands are increasingly helps in building consumer relations within the organization itself and stresse... ... middle of paper ... ...ng all stakeholders to multi-disciplinary approach and strategy building, the importance of employees and the need to

    Read More

  • IKEA Branding Strategy

    1800 Words  | 4 Pages

    Brand is something to be created by deep understanding of culture, traditions, fashion updates, trend in market and demand in market. An organization or firm, which fulfills the requirements of all the qualities of the market by using branding strategies, will stand first and will have good name in the society. IKEA will stand as a good example, as it fills all the requirements of a perfect retail brand strategy. Ethical branding and ethical market make the brand famous and increases the reputation

    Read More

  • Denim, Metal, Passion Campaign Analysis

    966 Words  | 2 Pages

    The drama of the campaign is well recorded by a Solidarity party political poster, which was posted around Poland in the weeks leading up to the election. The image is a simple still-shot taken from High Noon (1952), a film mentioned earlier, which stars the US film star Gary Cooper (1901-1961), seen on the poster dressed in Sheriff’s attire, and in the colourised versions it is clear that he is wearing jeans

    Read More

  • Feminism, the Public and the Private

    1467 Words  | 3 Pages

    Feminism, the Public and the Private Conceptualizations of the public and the private have always been central to the politics of second-wave feminism. The slogan, "the personal is political," implied that private life was often the site, if not the cause, of women's oppression. In 1974, some of the authors of Woman, Culture and Society (Lamphere and Rosaldo 1974), one of the founding texts of academic feminism, asserted that the universal cause of women's oppression lay in their confinement to

    Read More

  • American Girl And The Brand Gestalt : Closing The Loop On Sociocultural Branding Research

    1570 Words  | 4 Pages

    Muñiz Jr, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the brand gestalt: Closing the loop on sociocultural branding research. Journal of Marketing, 73(3), 118-134. 1a. Description - The goal of the research was to gain a comprehensive and holistic understanding of the sources and meanings of social cultural branding through ethnographic exploration of the American Girl brand (Diamond et al., 2009). The approach used for each of the building blocks in the qualitative

    Read More

  • Future Challenges in Public Relations

    1817 Words  | 4 Pages

    O., & Russell, K. M. (2010). Removing the Spin: Toward a New Theory of Public Relations History. Journalism and Communication Monographs, pp. 281 - 362. Lee, T. S., & Chen, I.-H. (2012, 4). Ethics management in public relations: practitioner conceptualizations of ethical leadership, knowledge, training and compliance. Journal of Mass Media Ethics, p. 80. Parsons, P. J. (2004). Ethics in public relations: a guide to best practice. London: Kogan Page. Smith, R. D. (2013). Public relations: the basics

    Read More

  • Fast Fashion: The True Cost By Andrew Morgan

    1124 Words  | 3 Pages

    media and consequently not dealt with. This allows the accumulation of problems over time as the violence continues without obstacles. Nixon recognizes that “our media bias toward spectacular violence” (p. 4) is intensified in our “sensation-driven…image-world” (p. 3), which is lacking for slow violence that occurs gradually, over time. This inattention is amplified by shifts in technology and the overstimulation of information, causing “perpetual distraction” (Nixon, 2011, p. 12). Through the immediacy

    Read More

  • Swot Analysis Of Kfc

    2799 Words  | 6 Pages

    on the island (his). Up to date, there are around 850 restaurants in the country which are owned by Yum, an American organization holding other fast food chains such as Pizza Hut and Taco Bell (min). The logo is well recognized worldwide with the image of Colonel Sanders which has become a trademark for many years. Although the economic downturn has affected the consumers on a global basis as well as limiting their eating out budget, KFC UK has reported the following sales growth and strategies

    Read More

More about Conceptualization of Brand Image

Open Document