The Importance Of Brand Image On Consumer Behavior
explanatory Essay
1122 words
Brand is a name, symbol, design, term, sign or a combination of all of these items which is intended to identify and differentiate the goods and services of one seller from their competitor (Kotler, 1997). A particular brand can reflect consumer status in society, lifestyle and economic background, and influence consumer behaviour. Traditionally, brand was used to distinguish two different products and as a mark of identification. Blijlevens, Creusen and Schoormans (2009) indicate product differentiation through branding is desirable for both the consumers and producers. Brand names present an identification and information of a particular product to the potential buyers on what the product means while making it convenient for the consumers to summarize their feelings, knowledge and experiences (Rubio, 2014). Brand name enable consumer compared the product to others attributes such as price, quality, past experience and design. Besides, branding help consumers to save time searching for information about a product they …show more content…
In this essay, the author
- Explains that brand is a name, symbol, design, term, sign or combination of all of these items which is intended to identify and differentiate the goods and services of one seller from their competitor.
- Explains that brand equity can influence the consumers' repurchase intention especially when they adopted the new product due to innovation characteristics.
- Explains that brand loyalty is one of the core components of brand equity and positively and directly affecting brand quality.
- Explains that the brand image of smartphones influence consumer purchasing intention for a smartphone in bangkok.
- Explains that brand image is crucial for policy-makers in the market for consumer’s purchase intention. user experience and social influence were significantly associated with purchase and repurchase intention of smartphone.
- Explains saif, razzaq, ahmad, and gul (2012) found that consumers prefer well-known brands instead of non-familiar brands or chinese handsets. they are motivated to buy a new set only when model of their present set arrives in the market.
- Explains that yusuf and shafri (2013) examined the relationship between brand loyalties that would lead to consumer’s purchasing of mobile phones.
- Opines that brand image will build strong brand loyalty in consumers' minds. consumers who are loyal to the brand will repurchase the product in the future.
Therefore, brand image is fairly crucial for policy-makers in the market for consumer’s purchase intention (Ataman & Ülengin, 2003). In this respect, many earlier studies (Bojei & Hoo, 2012; Çakır & Demir, 2014; Mohd Suki, 2013a) also underlined the importance of brand image on consumers’ current and future smartphone use. Apart from brand image, user experience and social influence were significantly associated with purchase and repurchase intention of smartphone (Bojei &Hoo, 2012; Chou & Yao, 2012; Chun, Lee, & Kim, 2012; Dube & Helkkula, 2015; Jin, Yoon, & Ji, 2013; Mohd Suki, 2013a, 2013b; Osman, Talib, et al., 2011; Verkasalo, López-Nicolás, Molina-Castillo, & Bouwman, 2010). Prior studies (Joo & Sang, 2013; K. J. Kim & Sundar, 2014; Y. Park & Chen, 2007; Tsai & Ho, 2013) also found that perceived ease of use encourage consumers’ to purchase a
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- Brand Credibility: The Believability Of Brand Credibility?explanatory essayBrand could be anything a name, sign, term, symbol or a design that differentiate a company’s product and services it from the competitors. Brands directly affect the consumer’s purchase behavior (Erdem, et al., 2002). Furthermore, Branding is a mean for differentiation which leads to get competitive advantage over customers, brand equity helps in building a brand (pappu, et al., 2005).
In this essay, the author
- Defines brand as anything that differentiates a company’s product and services from the competitors. brands directly affect the consumer's purchase behavior.
- Explains that brand credibility is the extent to which a brand is considered credible by the consumers. brands must build their brands in order to remain competitive in the changing marketing environment.
- Explains that brand credibility has two dimensions i-e trustworthiness and expertise refers to is the firm capable of delivering it.
- Explains that brand credibility can extend to the trustworthiness and standing of a brand through their service claims conveyed to current and potential customers via advertising or other brand communication activities.
- Explains that consumer perceptions about relative values, risks, information costs, and the decision rules are mainly based on branding and brand name/symbol. king & baek, 2011 research endorsed the previous research findings.
- Explains that having strong brand credibility can increase the perceived value of the brand and influence the overall equity of a brand.
- Explains that brand equity is defined as the worth that consumers link with any brand, as mirrored by the factors of awareness, brand associations, perceived quality and brand loyalty.
- Explains the four dimensions that build up consumer based brand equity: brand awareness, brand association, perceived quality, and brand loyalty. keller developed a model of consumer based brand equity.
- Explains that brand identity is the primary step in building brand equity. brand salience is how much a consumer is aware about the brand and ability to recall and recognize it.
- Explains that brand meaning includes brand performance and brand imagery. it can be created directly by consumer interaction and experience with the brand and indirectly by word of mouth.
- Describes the four dimensions of consumer brand resonance: attitudinal attachment, sense of community, active engagement, and loyalty.
- Explains that celebrity endorsement acts as secondary sources for association for an endorsed brand and an alternate means for building brand equity.
- Opines that there's still room for understanding the effect of celebrity endorsement on brand credibility and overall brand equity.
1366 wordsRead More - Is Branding Ethical or Responsibleopinion essay“(a brand name is) a name, term, sign, symbol or design, or a combination of these, which is intended to identify the goods or services of one group of sellers and differentiate them from those of competitors”
In this essay, the author
- Opines that coke makes the consumer feel good about themselves — if i drink it i have good taste.
- Explains that branding is used to sell a product, but there are designers who use existing brand images to support other issues such as bulimia and anorexia.
- Opines that branding is a sensitive business that depends on the designer's ability to know the audience and fulfil their needs, interests, and desires.
- Analyzes how branding affects us a consumer society, what makes us remember particular brands, and what moral issues are raised by the over use of brands.
- Explains that branding is a philosophy of life symbolised in logos, which enables the consumer to connect with the product and its values. fast cars and expensive clothing connote wealth and taste.
- Analyzes how coca cola earns its loyalty from consumers by claiming originality and suggesting that another brand of similar nature is merely a copy and should be avoided.
- Opines that brand loyalty can be acquired by promising products will save time, money, or both. branding can also appeal to our consciences.
- Analyzes how ad-busters have used the world renowned brand to alert the public about what the brand is doing to society.
- Opines that mcdonald's spends over two billion dollars each year on advertising. they need to constantly advertise en masse to keep the loyalty of children and recruit new young and impressionable toddlers.
- Opines that all-embracing products are a fact of life, due in part to the human need for re-assurance, labelling, and ease of identity.
2773 wordsRead More - The Value of Branding in Health Careexplanatory essayWhat is branding? Branding has been advocated as a potentially successful response to heightened market concentration; it offers the possibilities of centralized control and format standardization, and an added value or cost driven strategy can be used to differentiate the retail offering and reinforce market positioning. Brands provide informational cues for buyers about the store's merchandise quality, and favourable images of brands positively influence patronage decisions." Successful retail branding can provide a form of "insulation" against price competition and states: "Where the store brand name is itself a brand name based on a quality appeal, it will be easier to position the own brand as a premium product under the same name" (Schmidt, R., & Pioch, E., 2005). Further as consumers, we tend to think about brands as symbols like the Nike swoosh or McDonald’s golden arches; the working definition of a brand is broader. A brand is usually defined as a name, logo, symbol, words, or combination of these, intended to distinguish a particular company’s offerings from those of competitors. In this sense, the modern use of the word “brand” harkens back to its older meaning which is a distinguishing mark or burn to identify wine, livestock or other commodities by their owner (Koehn, N., 2013).
In this essay, the author
- Explains branding as a potentially successful response to heightened market concentration. brands provide informational cues for buyers about the store's merchandise quality.
- Opines that the value of branding in healthcare is very important because the changes happening in health care today will put a new premium on strong and trusted brands.
- Opines that kaiser brand must make emotional connection with its audience and empowers it by living a happier and healthier lifestyle to thrive.
- Explains that kaiser had the broccoli concept and thrive ad celebrating being healthy and vital at any age.
- Explains how thrive builds excitement and pride among employees by promoting a robust health and wellness experience with tools, information, and daily posts.
- Explains that kaiser permanente news center launched in 2007 as a place where journalists, members, employees, physicians, and all stakeholders could quickly come for factual information about the company.
- Explains that branding can have unexpected negative consequences if a product or service experiences negative events, that will become attached to the brand.
- Opines that branding is beneficial for health care organizations since it helps them attract patients, referral relationships, revenue and income.
- Explains that kaiser organization lives up to its brand promise on all levels and engages members in their care through technology. deregulation measures and competition from supermarkets and multiples have led to increases in market concentration.
- Cites dumovic, knowles, and koehn, in their article, why brand matters in health care.
1290 wordsRead More - The Brand Personality of Target Corporationexplanatory essayIn 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 this essay, the author
- Explains that target offer great items but affordable in prices. items present within the business are proven to be acceptable in standards and quality but never demands a high payment.
- Explains that target corp.'s website, www.target.com, caters to the needs of people who do not have time to visit the traditional market. the emerging culture in online marketing is perfected by the management.
- Explains that customers prioritize the benefits of a product or service's features, as well as the ongoing worth of the relationship with the company. they may also emotionally identify with company actions, goals, and values.
- Explains that diversity serves as the business' core corporate value. target corp. promotes diversity which is reflective in their operations and its human resources.
- Explains that target corp. is one of the most philanthropic companies in the united states. it donates 5% of its pre-tax operating profit while giving $2 million dollars a week to the community it operates in.
- Explains that target corp. is a brand that will continue to compete with the trends of the global retailing industry.
- Explains that brand is a symbolic manifestation of all the information connected with the company, product, or service.
1039 wordsRead More - Halo Effect In Branding Analysisanalytical essayBranding is defined as “the promot[ion] of a product or service by identifying it with a particular brand” (Merriam-Webster, 2015). Branding is also used to create a corporate image or brand by utilizing logos, corporate statements, and other images that will be associated with or displayed on all of that company’s products (Wolak, 2002). A brand is a valuable, enduring asset that is essential in creating and maintaining competitive advantage in an industry (Wolak, 2002; Murphy, 1988). This corporate asset can be just as important as the product or service behind it, because it carries name recognition and peace of mind to customers in the purchase decisions they make everyday (Hall, 2008). Brands essentially work as a “shorthand device” for consumers to evaluate product decisions by conveying a message of uniform quality, credibility, and experience
In this essay, the author
- Explains halo effect in branding, which is defined as the promotion of a product or service by identifying it with the particular brand. brands are valuable, enduring assets that are essential in creating and maintaining competitive advantage in an industry.
- Explains that corporate associations are widely used by consumers in their evaluations of new products, at least until there is a high-perceived risk and they begin to search out more varied information.
- Explains that two researchers studied the differences that corporate ability and corporate social responsibility have upon product evaluations in their article "the company and the product: corporate associations and consumer product responses."
- Explains the inverse effect of information about firms' ethical and unethical actions on consumers' attitudes. the researchers utilized three different experiments, all discussing a firm’s ethical behavior and product attributes.
- Explains that halo is pervasive cross-nationally and drives product quality associations across brands and markets.
- Explains that while halo may be present across both markets and brands, it does not mean that its effects are uniform at all time or in all circumstances. brands have a differential effect on the evaluation of specific product benefits.
- Explains that brand or corporate image are not the only thing that lead to halo error or will influence product evaluations. industry image accounted for sixteen percent of the variance in corporate brand image in one study.
- Explains that the country from which a particular product or product category is originally from may influence both corporate and product evaluations.
- Analyzes the 2009 study "perception spillovers across competing brands: a disaggregate model of how and when." the study proved that generic versions of a drug, largely free-ride on the previously acquired knowledge of brand names.
- Explains that branding decisions can have a significant effect on perception of products. brand extensions negatively dilute the brand image of the larger company, especially when the new product launched is unrelated to the typical products of that company.
- Analyzes how halo effect was observed in customer service in a laboratory-based study in 1995. the results show that management's comparison of attribute specific ratings across multiple products can cause misleading conclusions.
1688 wordsRead More - Coca Cola Marketing Essayexplanatory essayA brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy, reliability assurance and care.
In this essay, the author
- Explains that the survey used video, report of coca cola, advertisements, recording of history, published materials and manuals on the internet.
- Opines that changes in products that are consistent with the traditions and traditions of a nation, and investments in innovation of technology are also needed.
- Explains the meaning of a brand and the importance of marketing for coca-cola.
- Explains that coca-cola is a culinary drink that is sold in 200 stores, restaurants, and services around the world.
- Explains that marketing can vary a lot by level, classification, and understanding.
- Explains that coca-cola's relationship with sport seeks to advance the development of sport overall. it has a long history of sports sponsorship including the olympic games, football, tennis and special olympics.
- Explains that coca-cola company will not place any of its brands' marketing in any media which directly targets children under 12; however, the carbonated drink product is change the bone structure and epinosic to arthritis for childhood and teenagers.
- Explains that target marketing was an entertainment project. the "hug me" program was implemented to intensify sales of the campus and public utilities.
- Opines that coca-cola is the main feature of the brand as it originates from its original history, development, market access, and customer-oriented product development.
1485 wordsRead More - Importance Of Branding, And Brand Loyalty, To Successful Marketingexplanatory essayMarketing 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.
In this essay, the author
- Explains that marketing and branding are closely linked to each other, but the importance of branding to successful marketing is enquired to measure.
- Explains that the importance of branding and brand loyalty would be discussed in theory, followed by further analysis.
- Explains that there are numerous definitions of marketing as it has various features to involve, and the one below concludes main factors of it.
- Explains that successful marketing is to provide competitive advantages for organizations by doing better in satisfying customers’ desires through products and other marketing activities.
- Explains that branding is all about decisio ns of products, like brand names or trademarks. branding is the process of creating distinctive and durable perceptions in the minds of consumers.
- Explains that branding and brand loyalty is vital to successful marketing, but other factors could affect their importance in the dynamic environment. virgin atlantic airway is a super brand in airline industry.
- Explains that a brand is unique business identity, and well-managed one would be the asset of an organization. the four main elements underlie the brand equity: brand name awareness, brand loyalty, perceived brand quality and brand associations.
- Explains that brand name awareness is the very first step for sellers, which would cause familiarity. organizations should promote their brand names or logos as much as possible to gain awareness of their brands from customers.
- Explains that perception of brand quality depends on consumers' experiences or the way organizations branded. well-marketed brands become indicators of quality or choice making for consumers.
- Explains that virgin is one of the best choices for illustrating this point. virgin's brand values are really branson style, which are innovative, competitive challenging, fun and so on.
- Explains that brand loyalty is also valued to brand equity thanks to its function. once customers loyal to a particular product or service, the market share of that product would be relatively stable, allowing the company to use its resources more effectively.
- Explains that brand loyalty has three degrees: recognition, preference, and insistence. brand preference is stronger than recognition as customers prefer one brand over others.
- Explains that airlines need to try their best to gain customer loyalty as which is important but not easy to operate. the most common method is flyer programme that records mileage of frequent flyers and then rewards them according to that.
- Analyzes the importance of branding and brand loyalty to successful marketing by analyzing theories and facts. branding as communication means between organizations and customers is vital.
- Cites dibb, simkin, pride, ferrell's marketing---concepts and strategies, houghton mifflin company.
- Cites marcia yudkin, head stork (2005-2007), the benefits of branding, stealing share, and virgin atlantic's student information pack---marketing.
- Explains that virgin tops loyalty league in travel weekly: the choice of travel professionals and business source primer.
1693 wordsRead More - The Importance of Branding in the Marketing Mixexplanatory essayIntroduction A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use.
In this essay, the author
- Explains that a brand identifies products from competitors, repeat sales, and new-product sales. marketers have different brand strategies for different products or customers.
- Explains that marketers define brand equity differently from accountants. brand equity is the value of a brand that doesn't develop instantly.
- Explains that global brand is the name of a product that has worldwide recognition. it also refers to brands where at least 20 percent of the product is sold outside the region and home country.
- Explains the importance of brand loyalty, which is when a customer is committed and buys repeatedly the same brand. brand loyal consumers cut the marketing costs of the firm.
- Opines that the decision-making unit is an individual, a household, or firm, and does not have to be the real buyer.
- Explains that consumers can be loyal to more than one brand. some researchers do not support commitment but argue that buying behavior is caused by instrumental conditioning.
- Explains the importance of branding, stating that name brand products are better because of their name and advertisement.
- Explains that a powerful brand can place premium prices for the product, which is one of the advantages of branding for manufacturers. many designers have licensed their manufacturer's brand name outside clothing class.
- Explains that family branding is a marketing strategy that involves selling several related products under one brand name.
- Explains that individual brand is a brand name that identifies products when they follow family brand names. companies use individual brands when their products vary in performance.
- Explains the importance of co-branding, which allows companies with no or some reputation to leverage on partner brands of higher reputation.
- Explains that a successful brand extension can save money because it allows the new product to benefit from the older product's established reputation.
- Describes the benefits of umbrella branding and advertising.
- Explains that line extensions are a solid, perpendicular line that visually connects the ends of the dimension line to the relevant feature on the part. brand extension reduces risk associated with new product development.
- Opines that branding is important to the marketing mix because without brands customers wouldn't know what they are buying or identifying the product.
- Cites a review of brand-loyalty measures in marketing by mellens, dekimpe, and steendamp.
- Explains the importance of branding, citing edward m. tauber, brand extension research, and business dictionary.
- Cites the journal of marketing, vol.54, no.1 (jan., 1990), pp 27-41.
- Explains the importance of branding at iowa state university. university extensionnancy giddens, agricultural extension value added marketing specialist, missouri value-added development center, and amanda hofmann, student research assistant.
- Explains that the dorothy a. johnson center for philanthropy & nonprofit leadership was supported by the herbert and grace dow foundation.
2033 wordsRead More - Branding In Marketing Essayexplanatory essayEvery 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.
In this essay, the author
- Explains that this value manifests in the form of greater satisfaction and a lower price.
- Opines that consumers should be prepared to pay a price premium for specified value.
- Opines that the income received from the additional sales should fully cover the costs of the implementation of differentiation.
- Explains that 'branding' in modern marketing originated in the agricultural practices of the medieval age. each company seeks to create its own brand - a unique and effective image.
- Explains that brands are a compelling differentiation advantage because positive thoughts and feelings motivate people to speak well of the services and products.
- Explains that branding is a concrete way to ensure differentiation, including the creation of an exclusive relationship between the consumer and the marketer.
- Explains the importance of reminding advertising and promotion campaigns, providing differentiated products compared to competitive offerings, and stimulating immediate purchases.
2042 wordsRead More - The Holland and Barrett Brandsexplanatory essayBrand; - 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.
In this essay, the author
- Explains that brand equity is the added value endowed on products and services. it may be reflected in the way consumers think, feel, and act with respect to the brand.
- Explains that brand equity is important for maintaining and increasing profit in long-run. holland and barrett is committed to quality products, because they have strong brand-equity.
- Explains that poor image, poor quality, or lack of consumer perception might affect brand equity. brands with positive equity tend to be well-known with great respond by customers.
- Explains that h&b has taken the time to develop effective and positive brand awareness that promotes the possibility of purchasing products.
- Explains that advertising is one way for hb to have their brand and products become known to customers. the brand recall has effective recognition in customer’s mind.
- Explains that brand awareness can be measured through customer’s impression, feedback, conversation and satisfaction. advertising products that present how many customers laid eye on the advert to measure or analyze customer's perception and feedback.
- Explains that the link is the relationship between five elements aaker defines. this linkage provides beneficial in terms of measuring finical and promotion.
- Explains that perceived quality is customer’s perception of overall products and brand, which means how customer sees h&b products.
- Explains that hb focused on their promotion to increase sales and introduced new slogan, which’s the good life making people to live in healthy life.
- Explains that there is no strong evidence to support measuring perceived quality but customers feedback and satisfaction were revealed on holland barrett facebook and product review.
- Explains that the link between brand awareness and perceived quality is the product position and advertising material.
- Explains that brand association is when customers preferred products within the brand. for example, in h&b, if customer was looking for makeup remover, they would just say "simple".
- Explains that effective promotion adds personality, uniqueness, and value to products. strong associations persuade customers to pay for exclusive items.
- Explains that to measure brand association, brand personality can be deal brand as person such as h&b seems to be stylish or passionate, providing healthy and organics food, the good life making people live healthier and longer.
- Explains that the link between perceived quality and brand association is positioning where h&b products takes place in consumers mind. customer on facebook revealed "i love you holland & barrett" this creating feelings and attitudes, reason to buy and builds loyalty.
- Explains that trademark, channel relationship, and patent prevents competitors from tracking h&b.
- Explains that branding is the process of creating name, image or logo for the product in consumers mind through advertising theme.
- Explains that aaker's model is viewed as frame work for understanding brand equity and building strong brand.
- Explains that brand loyalty is when customers have strong commitment to the brand and make purchase over time.
- Explains the importance of brand strategy in business as it provides awareness of the brand in market place, who you are, and what you provide.
- Explains that corporate branding allows companies to create strong brand loyalty, increase awareness of product, and establish and run continuing advertising. co-branding would not work for holland and barrette because it might create confusion.
1792 wordsRead More