Successful Brand Case Study

2834 Words6 Pages
bulb-icon

Recommended: Growing and sustaining brand equity

CHAPTER 1 INTRODUCTION 1.1. OVERVIEW In recent years mobile industry is one of the highest-flying industries in the world because of its growth rate. In mobile phone industries after the invention of smart phones mobile phones not only use for communications but now it carries different features which support the customers daily life style so it makes mobile phones the necessary part of the everyday life. There are many companies of mobile phones are attracting customers through bringing innovations and by reinventing their devices according to the change in customer behavior and needs. Mobile phone market is one of the most competitive markets in which manufacturer always trying or constantly fights to find the competitive advantage …show more content…

Successful branding create brand awareness among the consumers which helps in making the brand image and brand equity and all this increase the chances that consumers prefer your brand than others. 2.2. The characteristics of successful brands A brand is the most important non tangible asset for any organization which worth far more than other tangible or non tangible assets. But not every brand is successful brand like others which are successful brands like APPLE, COCA; COLA or so on however successful brands can be totally different in nature, but they share something in common, which make them successful brands like well-priced products and consistent quality (Murphy, 1998). According to Levitt (1983), there are four basics elements which helps in building a Successful brand, which are • Tangible product: it is a commodity which fulfills the basic needs of the customers. • Basic brand: it refers to the packaging of the tangible product which helps in attracting the potential …show more content…

After getting satisfaction from one product customer is likely to use same brand in future as well. Trust and satisfaction are two factors that lead to positive purchase outcome. When customers have been sure that the company or firm is honest and truthful, then the customers trust the brand and form a positive buying retention towards the brand. Moreover trust can lead to customer’s satisfaction and loyalty to the brand (Anderson & Narus, 1990). Customer satisfaction also helps in building a long term relationship between the consumer and the product. Another advantage of customer satisfaction and expectation is the spreading of word of mouth. It means when customers are satisfied with a brand, they would recommended it to their friends. The customer satisfaction results in improved customer loyalty towards the brand (Dick & Basu,

Show More
Related

  • Thorpe Park Customer Service Essay

    3500 Words  | 7 Pages

    High levels of customer satisfaction will not guarantee future sales, but are more likely to result in repeat future sales than indifferent or poor customer service. Moreover, satisfied customers are more likely to try out other products/services in the firm’s range, or recommend it to friends and family. Build on customer loyalty Customer loyalty is valued highly by most businesses and can be

    Read More

  • 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

  • Case Study Of Apple After The Death Of Steve Jobs

    1403 Words  | 3 Pages

    There are a large number of competitors present in Smartphone industry serving to lower income group to niche segment consumers. Life of a product in this industry has reduced to a large extent relying largely on R&D to match with the emerging trends. The price of a Smartphone is decreasing whereas the purchasing power of buyer is increasing. There is also huge competition between Ios, Windows, and Android at the OS

    Read More

  • Brand Decision Case Study

    905 Words  | 2 Pages

    According to Philip Kotler “A brand is a name, term, sign, symbol, or design, or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of the competitors. The business firm(s) faces the choice, whether it should brand its product or not? The Generic products can be offered to the consumers at a price lower than the branded products with standard or lower quality. The brand sponsor decision involves the decision about who is going to brand the product, manufacturer or re-seller or will it be a combination of the two? Indian retailing has seen a lot of ups and downs over the last few years. With the increasing growth of the organized

    Read More

  • General Environment of T-mobile

    1823 Words  | 4 Pages

    Compared with the rate of many decades before, the rate of mobile usage is zooming these days. The developments of general economy and technology revolute peoples’ life styles and bring mobile business into a new page. Nowadays, business trends could still make a huge difference in those mobile companies.

    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

  • Brand Revitalization Case Study

    744 Words  | 2 Pages

    The Brand Revitalization is the marketing strategy adopted when the product come the development stage of product life cycle, and profits have fall drastically. By the way, at present, there are many brands in the world. Each brand must be driven its product to attention of consumer and sales improved. Moreover, it has an own marketing strategy in producing a great creativity and innovating new products to the own brand and satisfaction in the consumer 's mind. The main objective of this report studies a comparison of marketing strategy between KFC and Coca-Cola. It shows how these brands would take the potential strategy to strengthen and make own brand to be more attractive from the customers. So, take a look what strategy 's KFC and Coca-Cola will be used to revitalize their brand.

    Read More

  • The Holland and Barrett Brands

    1792 Words  | 4 Pages

    Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.

    Read More

  • The Internal Branding Process

    2668 Words  | 6 Pages

    However, a company must have good brand management to achieve the longevity of the company brand. It is because good brand management can lead the company to become a strong brand and it will improve the customer relationship through the brand management process which control everything about the brand does and says also (Temporal, 2010). Therefore, brand management plays an important role which will influence the longevity of the company and the brand name.

    Read More

  • Brand Counterfeiting

    2733 Words  | 6 Pages

    A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.

    Read More

  • What is a Brand Identity? The Case of Coca-Cola and Apple

    533 Words  | 2 Pages

    While people have differing opinions on what the relationship between packaging and brand identity is, it is clear that most support the idea that success depends on how well these two elements are collated. [1] On its own, a brand identity is the vessel in which a brand communicates its “identity and value[s] to consumers and […] stakeholders.” [5] (Nandan, S., 2005, p. 265) It plays a central role in a successful marketing strategy for any company, providing a brand with a “direction, purpose and meaning”. [2] (Aaker, D. A., 2010, p. 68) With such a competitive and overcrowded market, the role of a brand identity becomes essential. A brand identity helps communicate a brand’s individuality, enabling it to establish a powerful presence amongst competitors. [5] (Nandan, S., 2005, p. 265) In fact, Nandan, S. (2005, p. 276) states that,

    Read More

  • Essay On Branding

    761 Words  | 2 Pages

    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.

    Read More

  • Branding In Marketing Essay

    2042 Words  | 5 Pages

    Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.

    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

  • The Influence Of Branding On Consumer Behavior

    949 Words  | 2 Pages

    Branding on consumer purchase decisions. In order to comply with this a questionnaire was prepared and survey has been conducted among 100 respondents and data revealed that brands have strong influence on purchase decision.

    Read More

More about Successful Brand Case Study

Open Document