Mcdonalde Case Study

CONSUMER’S BRAND PERCEPTION TOWARDS GOOGLE PIXEL SMARTPHONE

1.0– INTRODUCTION

BRAND

The brand occupies space in the perception of the consumer, and this is what results from the totality of what the consumer takes into consideration before making a purchase decision. So branding is a strategy, and the brand is what makes sense to the consumer. There are other terms used in branding. Brand Equity is the addition of brand attributes, including reputation, symbols, associations and names. Then, the financial expression of the elements of fairness of the mark is called brand value. There are a number of interpretations of the term "brand" (De Chernatony, 2003). They are summarized as follows:

A brand is simply a logo, eg. McDonald's Golden

The key elements of a brand's toolbox are brand identity, brand communication (eg, logos and brands), brand awareness, brand loyalty and various Branding strategies. The brand equity is the measurable total value of a brand and is validated by evaluating the effectiveness of these brand components. In an ephemeral market where traditional linear business models are replaced by more radical interconnected models, brand equity is a marketing technique that remains firmly rooted in prosperity. To achieve such an invaluable brand prestige requires a commitment to a particular way of doing business. A company with a strong brand culture is dedicated to the production of intangible products such as customer satisfaction, sensitivity to reduced prices and customer loyalty. A brand is actually a promise to its customers that they can expect long-term safety, a competitive frame of reference and the consistent delivery of functional as well as emotional benefits. When a customer is familiar with a brand or incomparably favors its competitors, it is when a company has achieved a high level of brand

Customer opinion is more influential than ever in determining brand perception. If we want to know how to increase brand perception, we first need to understand what those opinions are.

What do consumers believe the brand represents? What is their view of its products and services? How does this perception compare with competing brands and the wider market?

What actually is a brand?

There are many competing definitions of what ‘brand’ actually means. Seth Godin defined a brand as a set of “expectations, memories, stories and relationships” that in combination drive the decision to choose a particular company, product or service.

Basically, it’s primarily a mental creation, which helps consumers to understand a company over another. This is necessary to make sense of what has become a very competitive market. This perception is in part formed through shared experience. The avenues available for people to share have massively increased with the rise of social media. The amount and frequency with which people share has correspondingly increased.

BRAND