Many studies defined the term brand image in myriad ways, but they were closely related definitions. Aaker (1997) defined brand image as an image that can be recalled by the public, which is relevant and easily remembered as well as considered a positive brand. Brand image consists of “functional and symbolic brand beliefs” (Dobni and Zinkhan, 1990). The brand image is also described as the perception of the customer based on reason or rationality which causes the customer to attach more emotions towards a specific brand (Aaker, 1997). Brand image is important because it takes part the consumer’s decision making which finally determines to buy the product or leave it (Dolich, 1969), and in this way, it affects the individual’s buying …show more content…
Aaker (1991) Keller (1993) and Yasin et al. (2007) stated that further equity of a brand is largely supported by customer’s associations towards the brand, which contribute to a specific brand image. This means, the more the customer buys from a brand, the more this will have strong effects on customer’s mind and the customer easily remembers the brand name and image. Rajh (2002) noted that the strength of brand association is linked with the extent of their relation with the brand node which is in the memory of the consumer. He further stated that the costumer’s brand recall proportionally increases with the customer’s frequent associations towards the brand. If the customers believe that a particular brand’s benefits and attributes suit their needs and wants, they are more likely to favor this particular brand more than other competitors in the market. Rajh (2002) also revealed that brand association has a connection with the scope, which is the uniqueness of the brand should not be shared by other rival brands in the …show more content…
This means that the consumer places on brand image an intangible benefit different from other brands in the industry. Keller (1993) described brand image as a concept that customers assume due to abstract reasons and their own personal emotions. Brand associations are the attributes which are deeply seated in the customers’ minds related to the brand name, so to make relation positive one, brand should be associated with something positive which shows a value to the eyes of the
When the consistency of the information is built, the credibility of the brand becomes higher (Bengtsson, Bardhi and Venkatraman, 2010). It is suggested that asymmetric information leads to consumer uncertainty, which would therefore have a negative impact on brand image (Erdem and Swait, 1998, p. 138). Accordingly, consistency of the information has become a key factor that leads to the successfulness of a global brand since it reduces the uncertainty and the thinking process time of consumers (Lee et al., 2007). Several effects have been found regarding to standardization of a brand (Erdem and Swait, 1998, p. 138). Marketers will have a better control of the brand if the brand meaning has been consistent over the time (Erdem and Swait, 1998, p. 138). First of all, it increases brand equity, which would therefore improve consumer’s brand awareness (Erdem and Swait, 1998, p. 138). Second, it would reduce consumers’ uncertainty of the brand, which would thus increase the reliability of the brand and brand loyalty (Erdem and Swait, 1998, p. 138). Third, it greatly reduces the conflict of consumers’ cognitive structures, which would lead them to trust more on the brand (Erdem and Swait, 1998, p.
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.
Contrary, the interactive advertising, have the concern of common point between the products and consumers. However, in the present’s world, describe the practical functions and advantages of products are no longer enough for consumers. Consumers are interested in the symbolic value and the imagined beliefs that a brand connects to the product and the image. This is about the concepts “interpassivity”, “thievish joy” and “illusions without owners”, which are describe the interactive communication in the contemporary society. The emotional expression of consumers is delegated to a brand, if a brand can fulfill or provide them psychological needs and experiences. Nonetheless, the relevance between a brand and the symbolic value of its products provided symbolize of the company for consumers. And the effects of a brand’s symbolic capacity are far more important than others. As Markus Walz, Sean Hingston and Mikeal Adehn agree with McCracken’s view point that “ [consumer goods have a significance that goes beyond their utilitarian character and commercial value…their ability to carry and communicate cultural meaning]. Thus, it would seem that although brands may have commercial relevance in their DNA, they have indeed evolved into something beyond that.” (Walz, Hingston and Adehn, 67). Therefore, it is significant for a brand through interactive advertising to
Kevin Keller’s brand equity model is known as the Customer Based Brand Equity Model (CBBE). This model was first introduced in his book, Strategic Brand Management. According to the model, a company must shape how customers think, feel, and act towards a product in order to build a strong brand. A consumer must have the right type of experience around the brand, which foster positive thoughts, opinions, perceptions, beliefs and feelings. By building strong brand equity, customers will recommend company products and will buy more of them. Moreover, this increases brand loyalty and decreases brand switching to competitors. One’s memory consists of a network of associations and connecting links, and any association ever processed about a brand
Brands add emotion and trust to these products and services, thus providing clues that simplify consumers' choice. These added emotions and trust help create a relationship between brands and consumers, which ensures consumer loyalty to the brands.
Brand culture, also known as brand loyalty, occurs when someone is dedicated to a brand and repeatedly buys from this brand for multiple reasons. Brand loyalty has been around for many years for example it has been around since the early 1900’s. Logos are one of the many factors that draw consumers eyes to luxury items. These logos have been around since the early 1900’s (Credo). The swoosh that represents Nike, the flower that represent Louis Vuitton, the three stripes that represent Adidas, and “MK” that represent Michael Kors, are just a few examples of the many brand logos
In today’s business brand image plays an important role to market the brand. Now whenever a consumer buy a brand he always observe its image. The brand image is force which is at top of the mind and then consumer likes to buy that brand. Before buying any brand consumer are countered by many psychological situation than they select the brand according to that situation, every brand has different image in consumer mind. Brand A has good image in one consumer mind but on other hand the brand A does not create well image on other consumer it effect the behavior of every individual. The purpose of the study is to inspect the effect of brand image on consumer behavior among the people of Karachi. We will find out that the brand image has
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.
Brand image is about how consumers perceive a product and the ability for the customers to be loyal to the brand irrespective of the threats from its competitors. Starbucks prides itself as the best coffee produce, and most consumers have been heard admitting that the company produces coffee that is quality and that makes users sometimes to consume even when they had not budgeted for it. Cleanliness seems to be another strategy that Starbucks uses to promote the image of its brands because customers can trust their products and knows that the company is keen enough in cleaning its environments and the utensils used for the preparation of coffee and other brands. Brand image is critical for measuring brand equity, and it is from this point of view that the company comes up with marketing and operational strategies to make it successful (Keller & Lehmann, 2006). Brand resonance is another important technique that should not be avoided because of its impact towards the study. The attachment that a consumer has to a product will help discover the relationship between a customer and a product. Identifying oneself with a product is only possible if the product is
With the market gradually enriched, competitive brands are steadily increasing, consumers can choose from different brand. Many companies use brand to create and cultivate their own competitive advantage. This has become one of the main strategies used by companies in the international marketing competition. Brand loyalty is when consumers make purchasing decisions, they too many times to express the preference for a brand. It decides the value and influence of the brand, and affects the establishment of market position. It is very important for each company. Therefore it is necessary to research the brand loyalty. This essay will research the value of brand loyalty, methods of improving and keeping brand loyalty, and factors that influence
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.
(Keller, 1991, 1993) Brand equity was conceptualized as consisting of consumers′ brand associations that include brand awareness, knowledge and image As stated earlier, brand equity is regarded as consisting of two components – brand strength and brand value.
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
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.
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.