Companies input information about the brand through their brand and product and want the consumers to perceive the brand following their guidelines. Consumers first receive that information and come out with their perception of the brand, indicating the brand personality that marketers build for the brand might be different to what consumers perceive. Therefore, it is necessary for marketers to explore how brand personality is received by consumers and what are their favorite brand personality toward to particular product type. To understand customer perceived brand personality is the first step for firms to build and maintain a positive brand
Brand meaning becomes a tool of expressing one’s identity and self, “through a complex process in which consumers use shared social meanings, they constantly transform, alter, receive and reflect brand images and meanings to express self, lifestyle, group membership, status and values such as success” (McEnally and de Chernatony, 1999, P.12). It suggests that consumers purchase a product because of the brand meaning instead of the functionality of the product, as they would like to use the brand meaning to express themselves, to present a particular social class (McEnally and de Chernatony, 1999). Moreover, brand meaning as an individual or collective phenomenon makes the final perceptions of consumers about brand meaning less managerial determined, as “Different consumers construct multiple meanings depending on their personal background, social variables, context of consumption and frames of reference” (Berthon et al., 2008,
Branding Influences Consumer Buyer Behavior In order to fully understand the impact that branding has on the consumer buying behavior, there has to be an understanding of what exactly is meant by it. Branding refers to a name, term, sign, symbol, design, or more than one combined that will allow consumers to identify and differentiate an individual product or service from their competitor. It also adds value to any purchase by being well-known and trustworthy to the consumer. This value and trust allows consumers to develop relationships with the certain brands. Their relationships with these brands affect the buying decisions or behavior.
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. A significant differential advantage can lead customers to focus on product benefits other than price. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand.
This paper will explore the ways companies go about in creating this brand loyalty and it will investigate the circumstances and effects that come with it. It will start of by thoroughly explaining what brand loyalty exactly is. After that an overview of key success factors stimulating brand loyalty will be given and we will have a look at how these factors are influenced by different conditions. Examples will be provided. The relationships between brand loyalty and brand commitment and satisfaction will be explored.
Marketing is the main foundation in business and society. The ability to recognize the needs and desires of consumers and combine it with market conditions is a key activity for a company to be able to maintain the viability of the company to remain exist. Marketing is not like any other business function. In this case, marketing deals with customers. Although a detailed explanation on the marketing definitions will be further discussed, perhaps the simplest definition of marketing is: Marketing is managing profitable customer relationship.
Trustworthiness means the extent to which the brand is dependable and sensitive to the needs and wants of the consumers, Expertise represents how much brand is interesting, fun and worth spending for and Expertise denotes how much a brand is creative, innovative and shares it have in the market (Erdem, et al., 2002 ; Keller, 2011). Brand credibility can extend to the trustworthiness and standing of a brand through their service claims conveyed to the current and potential customers via advertising or other brand communication activities, therefore keeping the importance of brand credibility in consideration the brand credibility levels shall be maintained by the marketers dealing in services through various marketing campaigns. (King & Baek,
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.
A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single
When a product, service, or company is well branded, consumers know exactly what they’re going to get when they invest. In another sense, branding is the outward projection of what a business hopes to associate with its name. A brand includes not only a company’s logo and slogan, it also includes the design, personality, and service quality associated with the company. It is a combination of various attributes which, when viewed as one, create an image that is desirable to the consumer. The problem faced in this essay examines the need for companies, specifically in the technology field, to create an experience for their consumers.