Products once branded can be viewed as a promise or contract as far as the customer is concerned. Customer expectation must be met if not exceeded for the brand to survive. This is becoming more and more challenging to the marketers today due to new and more competitive products entering the markets (including additions owing to fading international trade boundaries) as well as existing array of competing products. On the other hand competitive advantages are becoming increasingly difficult to sustain over the long term (Cleveland et al., 2007).Prior research has reported customers in developing markets to emulate what they feel are glamorous western practices and thus these favor purchase of western brands ( Steenkamp et al., 2003; Eckhardt,2005; …show more content…
Brand value evaluations have also been studied in relation to purchase decisions. Positive perceptions of brand value may help the customers make purchase decisions through development of positive feelings regarding the brand (Kumar et al., 2006).
Brand Familiarity
Prior research suggests brand familiarity may have a significant impact on purchase intention (Keller, 1998) irrespective of the origin of the brand. Brand familiarity acts as a natural prerequisite to development of other brand-related perceptions.
Traditionally, it was also believed that customers may use familiar brands out of habit and are generally willing to pay more it these are branded products (Solomon, 2007). Such beliefs further validate the need for studying brands that are familiar to customers in relation to purchase
…show more content…
These brands names are creating impact in customer’s decision making process whether to purchase the particular product (Ger et al., 1993). They are also used to inform customers, information about a particular product which includes product quality, where customers have not experience with a product before (Rao, 1972). According to a previous research by Schuiling et al., (2004), customers perceive that local brands are more “down to earth” than international brands. Local brands are more concern of local traditions and local cultures. It becomes an important advantage for local brands to have a unique relationship with customers (Sankar, 2006). Local brands are not flexible in terms of marketing strategies and marketing activities when compared to the global brands (Eckhardt, 2005). In general, customers in the developing countries squint towards developed countries consumption practices and lifestyles (Peterson and Jolibert, 1995). Customers prefer brands that originate from foreign countries especially from developed Western countries. This preference is not only link to perceived quality and other attributes but also to social status. As the highly competitive global marketplace becomes stronger and faster, it is even more significant to understand the perceptions of the customers towards global brands to local brands (Sankar,
Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”. When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways which let people feel impressed, and that are some things they need to buy. This is what Anne Norton discussed in her article “The Signs of Shopping”. People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive.
We live in a new generation of buyers. Consumers used to be taught how products can help them fulfill their needs or reach goals and the benefits of the products were described to provide reasons for buying. Now consumers only buy if they identify therefore positive attitudes towards a brand of product should be taken in consideration to express a brands values as social groups influence consumers by sharing their own experiences and connections in their community. The value of a great shopping experience is rather found in the moment of consumption, rather that in the purchase of a product. Brands should understand that people do not buy only the products, they buy the services that the products provide too.
Belk (2004)have explored the effects of global and local advertising in China, specifically the effects on the consumer views of foreign brands and Chinese brands. The study was conducted with a group of participants of 40 people, with age groups ranging from 20 to 65. The research has found that the responses from the participants were divided in to two. The first segment of participants exhibited preferences favorably directed towards the more globalized views. The other segment of the group was in favor of stronger preservation of Chinese values hence the positive view of local origin products. Furthermore the study has found that the larger part of the participants were still in favor of the western advertising appeals. These western advertising appeals were described to be seen as cosmopolitanism, excitement, modernity, quality, technology, and beauty by Zhou and Belk (2004). However this does not mean that there was an abandonment of feelings of national pride, patriotism, or Chinese values, exhibited by the
A customer’s response falls in two categories, judgment and feelings. Consumers are constantly making judgments about a brand. These judgments fall into four categories: quality, credibility, consideration, and superiority (Keller, 2001). Customers judge a brand based on its actual and perceived quality, and customers judge credibility using the perception of the company’s expertise, trustworthiness, and likability. To what extent is the brand seen as “competent, innovative, and a market leader,” “dependable and sensitive to the interest of customers,” and “fun, interesting, and worth spending time with” (Keller,
We propose a branding strategy which takes into account the brands capabilities and competencies, strategies of competition brands and the outlook of consumers experience in their respective societies. As an international brand there is the challenge of staying connected with local customers. We will overcome this by adapting marketing strategy to local needs using a variance of standardized marketing mix and an adapted marketing mix.
In summary, changing, varied behaviour is the rule. Managers often avoid the use of simple "me-too" brands, recognizing that consumers are seeking more than simple substitutes. This tendency is seen directly in a number of product categories in which successful products are seldom replaced with highly similar products. Instead, a degree of product newness is viewed as being essential to maintain consumer interest.
Brand attitudes: it’s the consumer evaluation of brand .Keller (1993)another important impact distinctive Between 11 dimensions: product attributes, intangibles, customer benefits, price, use/ application, user, product class, celebrity, country of origin, competitors, and life style. Aaker’s and Keller’s show many topologies like price, user imagery, usage imagery, and product attributes I will identify some weakness , but it should be considered that how it’s possible to trap the content of consumer knowledge. Aaker (1991). "Sum of the total brand impression is called brand image (Herzog 1973), anything that is associated with brand (Newman 1957), and "the perception of the product" (Runyon and Stewart
Subsequently, “source credibility” was being further developed into a new field of study, “brand credibility” (Aaker & Brown, 1972). Undoubtedly, the researchers have noticed the growing importance of branding. Kotler and Armstrong (2010) asserted that the items that used to distinguish among sellers are name, term, sign, symbol, or design. In short, these items are the composition of a brand. As mentioned above, Wang and Yang (2010) indicated that brand credibility may influence the intention to purchase, therefore, it implied that brand credibility will indirectly influence the buying decision through affecting the purchase intention.
Lastly, brand awareness is a crucial consideration. And It may be thought of as a consumers’ ability to find a brand within a group in adequate detail to make a purchase. It is important to remember that adequate detail does not always need identification of the brand name. Often “brand awareness is no more than a visual image of the package that stimulates a response to the brand.” Moreover, recall of the name is not necessarily required because brand awareness in which can try via brand recognition. According to Emma Macdonald and Byron Sharp (2003), suggested, when a brand is recognized at point of purchase, its brand awareness does not need brand recall. This is a major point in the consideration of brand awareness as the most important communication objective. In fact, the difference is misunderstood by marketing and advertising managers. The difficulty is to relate to the essential difference between recognition and recall, that is extremely important to advertising strategy. Brand recognition and brand recall are two separate types of brand awareness. The difference depends upon the communication effect that occurs primarily in the consumers’ memory.
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.
The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.
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.
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.
Guo, X. (2013). Living in a Global World: Influence of Consumer Global Orientation on Attitudes Toward Global Brands from Developed Versus Emerging Countries. Journal Of International Marketing, 21(1), 1-22. doi:10.1509/jim.12.0065
Overall impact of brand on consumer behavior is moderate Brand name, brand loyalty, after purchase service, verification of the product; symbolic mean...