Figurative Concept Of Branding

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A brand is a symbol, a word, an object and a concept all at one and the same time”. Brand figurative aspects like packaging, colors, logos, emblems, design, etc., are signs that the marketers use to communicate their intentions to the customers. There are various examples of brand like Coca-Cola, Pepsi for soft drinks; Hero, Honda for motor cycles,
Titan, Citizen for watches, Maruti Suzuki, Tata for four wheelers.
The American Marketing Association describes a brand as a ‘name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition’.
A product is a physical item that lives in the real world. A brand is a perpetual item or entity that lives in the consumers mind or brain. Brands are drivers of competitive edge. ‘A successful brand is a name, design, symbol or some combination which identifies the product of a particular organization as having a sustainable different advantage’ (Heinmann, 1991).
Brand name and identity is an important indicator of consumers’ knowledge about a brand, the strength of a brand’s presence in the consumers’ minds and how easily that knowledge can be retrieved from memory (O’Guinn, Allen & Semenik 2009). It is the probability that consumers will easily recognize the existence and …show more content…

A more attractive product has more consumers. How it look different from other products? Consumer buys those products which are more beautified. It is estimated that we do not pay any attention nearly half of available products in the market or a particular store. According to Alamgir, Nasir, Shamsuddoha, and Nedelea (2010), people often purchase branded cars because they are aware of the brand performance. Their study was on influence of Brand name of purchasing of cars. According to Krizanova and Stefanikova (2012), market information is used and then brand is positioned in

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