Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Importance of services
Research on brand consciousness
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Importance of services
1. Background
“The commercial importance of services has been realised in recent times and the importance of research to understand service brands and their meaning for consumers is a growing priority.” (O'Cass and Grace, 2004)
It has been suggested by theoretical frameworks that an effective consumer-centred marketing activities and sustainable differentiation relies on the understanding of how consumers perceive and respond to brands (de Chernatony, 1993; Keller, 1993). This is even more important to service brand.
Pointed out by Tax and Stuart (1997), the content of service, which is quite different from goods, is more complex and largely comprises processes, people and physical evidences. Consequently, there is also a big different between the evaluation of service brands and physical goods made by consumer. O'Cass and Grace (2004) therefore suggested that it is the heightened importance to see the brand equity as an essential direction of marketing theory studying, as well as the need of the understanding and management of brand associations.
Nowadays, along with economic development, it has shown that the focus of branding principle is experiencing a shifting from tangibles toward intangibles (Vargo and Lusch, 2004). Businesses are trying to add emotional attributes to their brand and build deeper relationship with consumers. This may requires more effort made on the tangible aspects of product and service.
It has been firstly described by Pine and Gilmore (1999) in their book "The Experience Economy", we are undergoing a shifting to the experience economy following the agrarian economy, the industrial economy and recent service economy. They argued that “businesses must orchestrate memorable events for thei...
... middle of paper ...
...n this part. Design method of questionnaire was detail determined and the direction of SPSS analysis was also settled up.
Numbers of tables and graphs was included in quantitative results part and necessary comment was made to better understanding the results. Based on the primary results, further analysis and discuss was presented. It mainly focuses on the relationship and interaction between different variables and not offers any personal opinions.
4.4 Conclusions
This part is made to describe the main acknowledge and findings learned from the study. Based on these acknowledge and findings, recommendations are made for restaurant service provider to provide a better brand experience.
Conclusions of the research, marketing recommendations and implications of the research, limitations, and potential for further research are presented in this chapter.
Experiential Marketing is a two-way engagement carried out live between brands and their target. Done right it is authentic/ real, achieves the objectives of the trial and awareness, creates a long-term relationship and more loyal consumers.
The sundown to sunup up event is so popular amongst Toronto’s public that approximately 300 000 people attending in 2016, including 204 000 out-of-town guests, it also generated an economic impact of 43 million dollars for Toronto (History). This model similar to the famous Art Fair. Paco Barragan, author of Introduction to The Art Fair Age, states, ““Experience economy” is a concept that has found its way in recent years. Basically this is an economy whose growth is propelled by a search for memorable experiences orchestrated by forward-thinking and inventive companies.” (121).
Moving up the pyramid, the next level includes brand meaning – what are you? This incorporates performance and imagery. The product itself is at the heart of brand equity, and designing and delivering a product that satisfies the consumers’ needs and wants is crucial for successful marketing. In order to reach resonance at the top of the pyramid, the product must (at least) meet, if not surpass, customer expectations and functional needs. The goal here is to identify and communicate brand meaning. Performance dimensions consists of five categories: primary characteristics and supplementary features; product reliability, durability and serviceability; service effectiveness, efficiency and empathy; style and design; and
Kunz, W. & Hogreve, J., 2011. Toward a deeper understanding of service marketing: The past, the present, and the future. International Journal of Research in Marketing, 28(3), pp. 231-247.
With ever increased competition, brands must show genuine benefit to hold the client’s attention as well as affection.
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
...of brand equity in an organizational-buying context. Journal of Product & Brand Management, Vol. 6(6), pp. 428-437.
Brand equity is crucial as it implies that the brand itself is an important (financial) asset and can be calculated in financial terms (Barwise, 1993). This is particularly important in the luxury sector as from a behavioural viewpoint, brand equity can differentiate a company or product from other competitors, adding to their competitive advantages based on non-profit competition (Aaker, 2004). The model created by Aaker (1992) states that there are four categories of brand equity; Loyalty, Awareness, Perceived Quality and Associations. Luxury branding relies on a high level of perceived quality, loyalty and associations, although potentially less so for awareness, as it is thought that consumers choose luxury brands based on their exclusivity and as such the more the awareness that surrounds the brand, there is potential for it to become less valuable (Phau and Prendergast,
A brand is a powerful tool to be able to rely on its strength for its approach to consumer. Getting your target market choose you over the competitor is essential but getting your brand has a prospect to fulfill consumer needs and wants as their main solution is important. To assess the current position of a local brand and global brand in Indonesia, it is crucial to analyze how the brand is recognized, how the brand is appraised and to what extent consumers are entrust to the brand. (Dillon, Madden, Kirmani, & Mukherjee, 2001) give a model to analyzed brand based on two components: brand-specific associations and general brand impressions. The model can give a benefit too:
According to Heath and Heath (2008), consumers seem to have a mistrust of marketing resulting in a disconnection between the agenda of brand managers and consumer interests. This mistrust lies with the consumer view that marketers are pushing for “excessive consumption” rather than really understanding attitudes and perceptions that lead to satisfying the needs and wants of consumers (Heath & Heath, 2008). Today, consumers are opposed to push strategies, and prefer making decisions about brands more independently. Hipperson (2010) has found that companies may have to “change from delivering push communications to creating pull interactions” (p. 263). This reflects the importance of listening to what consumers are demanding and then implementing strategies that will satisfy this ...
This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility.
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.
...& MAKLAN, S. 2007. The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122.
More specifically, the fundamental factors that contribute to customer satisfaction in restaurants include the food (hygiene, balance, and healthiness), physical provision (layout, furnishing, and cleanliness), the atmosphere (feeling and comfort), and the service received (speed, friendliness, and care) during the meal experience (Johns and Pine,
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.