“In the world of business people sometimes tend to oversee the importance of image and branding. Needless to say, a company's image and brand is one of the most important factors in their success. Image and branding is just one of the many components that a company needs to be successful. This along with management, finance, customer service and innovation are among the essential contributors to a company's progress.
A company's image can be tied to a lot of elements. These include advertising, marketing, public relations and customer service. A company should never overlook the idea of branding their business because it tantalizes the most important sense of a person- sight. Believe it or not, aesthetic plays a vital role in business. Aesthetics
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Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behaviour. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, sports, reference groups, and society in general. Channel-switching behaviour is the action of consumers switching to a different environment to purchase their goods, such as brick-and-mortar stores, catalogues, or the internet. This behaviour offers a more diverse shopping experience for both consumers and retailers. A consumer may be influenced to switch channels if the product or service can be found cheaper, if a wider range is offered, or simply because it is more convenient for them to shop online at home or through a catalogue, rather than visiting a physical store. In this case, pure brick-and-mortar stores who are not involved in other channels will suffer. However, when a retailer is involved in both a brick-and-mortar store and an online store, there is less of a problem as consumers are offered different channels of shopping, thus more convenience and customer
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.
In order to the buying of any merchandises or services. There is a wide range of differently balance features that influence each choice, and these balances are different through market segment, focussing on the significance of identifying the different consumer segments in terms of shopping orientations and particularly decision-making consumer styles (Mcdonald, 1994, p.552). Shopping orientation is concerned with behaviors, whether it is social and individual decisions (Darden and Reynolds, 1971 et al cited in Darden and Dorsch, 1990, p.297). However, two principal factors about visiting the store are to obtain info in terms of stores and their presents or demanded merchandise, for difference of shopping orientation would be made to accomplish the numerous shopping objectives of each personality. For instance, while some person obtains the information in terms of a store and their presents, it might assist to reduce the amount of future times of product searching when they demand to make a buying process. Anyway, Shopping behavior is several dimensional notions, and it is very significant to realize the meaning of shopping orientation as previous some researchers have found and developed it broadly to represent recognition of apparel and fashion shopping (Summers, Belleau, and Wozniak, (1992). The following table below will show,
Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
For an organisation’s identification the most important thing is brand logo. Brand logo will make your company impressive and
If you have a logo be sure to incorporate it into all your print material. Product and company branding are both important and can be easily achieved using graphics in your articles. Brand and company recognition can lead to an increase in revenue so learn how to get the most out of it.
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
This report aims to provide a mix review of theories and personal case study. I will apply two consumer behaviour theories in relation to my own purchase decisions.
Consumer behavior is the process consumers go through when they make purchases and it involves factors that influence their decision and usage. This study is conducted to understand the customer's behavior in buying the products from a particular large format departmental store by analyzing some details. What influences a customer in a purchase situation? Why did he purchase the specific product? Was it for price or quality? Did he ask friends or family for help in hiss decision? Did an ad catch his eye? Consumers are constantly evolving in their buying behavior based on their life situations. Consumer behavior is the process consumers go through when they make purchases and it involves factors that influence their decision
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
For businesses, aesthetics (designing interiors, identity etc.) is not a matter of esoteric art theory anymore – it is the way we communicate through our senses, the art of creating reactions without any words. Aesthetics is the way for us to make the world special. Successful businesses understand that aesthetics is more pervasive than it used to be – it is not restricted to a social, economic or artistic elite; not limited to only a few specific industries. It is not for communicating with power and wealth only. The huge global competition nowadays may drive down the prices, but it also raises expectations - not just and only for service, function, and reliability, but also for sensory experience. The look and feel increasingly drives economic value. Aesthetics and style have become a critical source of economic value and product identity. The desire for interesting, enjoyable and meaningful sensory experiences is everywhere around us.
For these reasons, it is important for organization to build a desired employees corporate image by presenting itself as a concerned, honest, trustworthy and reliable organization. Developing a good corporate image need to start from inside out because employees represent the organization. Employees interact with the other stakeholders to convey organizational messages. To achieve this, employees must first of all view their own organization’s corporate image positively.
Nowadays, many companies using the re-branding strategy of corporate marketing and build strong corporate brand to increase their competitive advantage between other companies such as Google, Mazda, LG, Zara and more (Punjaisri & Wilson, 2007; Temporal, 2010). Thereby, internal branding is a good strategy to increase a company’s competitiveness, especially in service industries (Raj & Jyothi, 2011). It is because a service industry almost has a closer relationship between customer and employee and customer’s impression of the brand are influenced by the employee who they connected with (Leberecht, 2004).
Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.
In its simplest form, corporate identity is a function of design that includes the name of the organization, its logos, the interior of the buildings, and visual identification such as uniforms of the staff, vehicles and signage. For a long period, graphic designers have remained highly influential been hugely influential in two regards, in that they articulated the basic tenets of corporate identity formation and management and succeeded in keeping the subject on the agenda of senior managers. Currently, symbolism, or design, has assumed a greater role and has moved on from merely increasing organizational visibility, to a more serious position of communicating corporate strategy (Ollins, 1978). There were now three main types of visual identity such as Monolithic (single brand visual), Endorsed (parent brand endorsing a sub-brand) and Branded (a plethora
Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing". In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the question.