Branding And Branding Essay

1470 Words3 Pages
bulb-icon

Recommended: Notes about branding

Brands and branding are the concepts, which have been existing in business world since long time. Initially uncertainty existed on how much the companies should emphasize on branding of their product or service. But it continued to evolve since 1960s and today branding is one of the essential part of marketing the products and services and enables organizations to communicate their offering effectively to its customers. Branding involves several stages, which result in gaining brand equity, brand positioning and brand image. The report discusses the concept of branding and critically evaluates branding in commercial banking sector.
Branding

Marquardt et al. (1965) investigated how much the customers emphasized on brand and carried out a survey …show more content…

The customer-base potency is achieved by creating a brand image and customer loyalty, which is considered as the core dimension of brand equity. The competitive potency is gained by creating a unique brand trend, support by bringing innovativeness to the product or service and protection of the brand image by connecting with the people. The analysis of global potency enables companies to determine differences between local and global market and bring changes accordingly to create a unique brand identity (Gobe, 2010). Today relational branding has gained significant importance wherein brand equity is created by their efforts in connecting with their customers in every aspect. Gummesson (2002) states that the common belief that relationships occur explicitly only between human beings cannot be justified since the relationships can involve symbols, objects and other immaterial phenomena. This type of branding emphasizes on importance of relationship with various aspects of the company and are considered important in branding since they directly have an impact on the image of a company. The image is created by impersonal factors such as company name, famous personalities in the company, brand, logo etc (Cijo, 2014). Today consumers define brand relationship form individual perspective and are much personalized in the mind of the consumers. The brand equity, brand image and loyalty is created by individual relationship based on their perception of brand value and their experiences (Gobe, 2010). The customer thus, creates and promotes a brand from the communications he/she makes across multiple

Show More
Related

  • The Brand Personality of Target Corporation

    1039 Words  | 3 Pages

    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.

    Read More

  • Kevin Keller Brand Equity Model Essay

    1751 Words  | 4 Pages

    Kevin Keller’s brand equity model is known as the Customer Based Brand Equity Model (CBBE). This model was first introduced in his book, Strategic Brand Management. According to the model, a company must shape how customers think, feel, and act towards a product in order to build a strong brand. A consumer must have the right type of experience around the brand, which foster positive thoughts, opinions, perceptions, beliefs and feelings. By building strong brand equity, customers will recommend company products and will buy more of them. Moreover, this increases brand loyalty and decreases brand switching to competitors. One’s memory consists of a network of associations and connecting links, and any association ever processed about a brand

    Read More

  • Personal Branding Concept Essay

    1478 Words  | 3 Pages

    The term “personal branding” has over the recent past been associated with Tom Peters, a renowned management guru. A brand can be described as the comprehensive, consistent value that a person receives from using a product or service. It conveys a whole set of expectations which can be either negative or positive. A brand is also described simply as a bundle of benefits, attributable to a product or service. Is branding limited to goods and services?

    Read More

  • Marketing Major Essay

    1396 Words  | 3 Pages

    Intro Deciding what you want to study during your college career can be a difficult and tedious task. This is due to fact that many young adults coming out of high school are unsure of what they want to do or what path to take career wise. It is also tedious because this requires that these individuals have to constantly try and explore new avenues so that they can find their passion in life. The path I chose to take when coming out of high school was entering the business school at Howard University.

    Read More

  • Function of a Brand Exploratory

    1121 Words  | 3 Pages

    Building and enhancing a strong brand has been found to have profitable rewards in business, it has therefore become a prime priority for many firms. Customer-base brand equity (CBBE) is a model that is being adopted by many organizations in order to build strong brands that can compete with the other ones in the market. The model outlines the four steps that should be followed in building a strong brand. The first step involves the establishment of appropriate brand identity, which includes enhancing customer awareness of the brand.

    Read More

  • Impact Of Brand Image On Consumer Behaviour

    2117 Words  | 5 Pages

    People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or

    Read More

  • Essay On Brand Promises

    585 Words  | 2 Pages

    A brand promise is what a company commits to its target audience. And a brand making a promise must focus on the key priority for its audience. For example, retail brands generally make promises intended to excite buyers – whether you believe you’re getting a bargain, or you love the way something sounds or looks.

    Read More

  • Brand Equity Model Of Adidas

    1462 Words  | 3 Pages

    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.

    Read More

  • Difference Between Brand Image And Channel Image

    835 Words  | 2 Pages

    The source of the brand features is in a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth.

    Read More

  • Relationship Between Advertising and Sales Promotion

    1171 Words  | 3 Pages

    Simon, C.J., & Sullivan, M. W. (1993). “The measurement and determinants of brand equity: A financial approach”. Marketing Science, 12(1), 28-52.

    Read More

  • Essay On Branding

    761 Words  | 2 Pages

    Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.

    Read More

  • Brand Exploratory

    1334 Words  | 3 Pages

    In conclusion, the customer- based brand equity model is an important platform that may help in building a strong brand. It could assist a company in assessing its progress as well as providing a blueprint for marketing research activities. If properly planned and implemented, it could help the company in achieving its marketing strategies and in the realization of an increased profit margin

    Read More

  • A Service Encounter

    1573 Words  | 4 Pages

    ...& MAKLAN, S. 2007. The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122.

    Read More

  • Agricultural Marketing Case Study

    789 Words  | 2 Pages

    Modern customer is very brand conscious. Branding is a process of stamping a product or a group of products or something else which the marketer offers, with some identifying name and mark or combination of both (Kotler, 2001). It creates individuality in the offering facilitating it to be easily distinguished and recognized in the market from rival offerings (Lamba, 2013).

    Read More

  • What Is Brand Loyalty Essay

    1300 Words  | 3 Pages

    As a standout among the most prominent and visual component of brands encourages a customer to purchase product and increase loyalty. A brand is measures as an old brand when shopper start to disregard it. This is not the ground that the brand items need quality , but rather just on ground that they taste, sound or look old contrasted with the new one. Brands were the subject of a lots of examination, including the ideas of brand identity, brand equity, advertising and sales promotions and lastly brand loyalty. Once the customer is fulfilled by the quality then it converts a customer into a loyal customer. Brand loyalty is the add on or deep assurance to a brand. Brand loyalty strength be conceived is different subjects, for example see around an collaborative point of interest, that attentive repetition gaining conduct. More established brands hint at short coming when their image information structures starts to dissolve : brand awareness and brand loyalty deteriorated (eg positive affiliations lose their quality and/or uniqueness: negative affiliation are connected to the brand ). These credits join to develop brand name and once it is effective then it makes brand equity for the brand. (kumar, desh and pawar , 2013) (mullar , locher and cretaz 2013

    Read More

More about Branding And Branding Essay

Open Document