2.2.4.2 Fake Brand Origin Heritage
As connecting your brand to COO became such an important aspect in branding and market-ing, few companies have built their brand on country aspects even when they operate in com-pletely different part of the world (Chang, 2006). It is necessary to understand that even though brand have a relation to a certain country, it actually does not have an obligation to that place. We can see this in fashion industry as Armani (Italian clothing brand) products are produced in many developing countries, therefore Armani should be called brand with origin, rather than product with origin. Aaker (1996) suggested that even though COO is used as core feature in brand identity building, it sometimes can be changed. Thakor
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This model pinpoints 4 main aspects of brand equity (+ 1 supporting as-pect), which shows to what extent strong brand influences buyers product and brand evalua-tions. For every brand category, the COO of the brand has a significant effect on the brand equity (Saydan, 2013). There are also a number of micro-related predictions that follow the conceptualisation of this particular type of equity as a four-dimensional construct.
2.2.5.1 Brand
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Researcher continued that brand associations can be defined as information which is situated in customer’s mind in relation to brand. Both Keller (1993) and Aaker (1991) said that country of origin can emerge as brand association which may affect brand’s equity. Yasin et al (2007) have explained that individuals establish their preferences and interest for a brand basing their perception on brand’s country of origin. Authors added that brand’s usually are associated with favourable brand country’s image. For this reason, positive information about country is used as a basis for developing conducive position towards the brand. Previous aca-demic literature (Thakor and Lavack, 2003; Thakor, 1996) acknowledged strong associations between country of origin and the brand, moreover findings from other studies (Hamin and Elliot, 2006; Anderson & Chao, 2003) identified powerful effect of country of origin infor-mation on brand equity. In their study Thakor and Lavack (2003) revealed that brand’s origin plays significant role in shaping a brand’s image. Pappu et al (2006) explained that customers brand image alters when brands country-of-origin changes, they also mentioned that individ-uals have specific country based brand images. In their later work Pappu et al (2007) high-lighted that
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,
Since 1967 Polo Ralph Lauren the brand is impeccable example for how a company must develop strong brand equity through the years. Indeed, the brand has established its image across a diversity of products and markets using a perfect lifestyle marketing approach. To understand how the brand has achieved strong brand equity, and resonance with its customers, analy...
“Marketing across cultures”. Various sources will be used to study and analyze the chosen topic including : internet , business magazines, journals, books, etc. From all these , information drawn will help to complete the study of the topic and draw a satisfactory conclusion
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.
...of brand equity in an organizational-buying context. Journal of Product & Brand Management, Vol. 6(6), pp. 428-437.
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
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 equity is crucial as it implies that the brand itself is an important (financial) asset and can be calculated in financial terms (Barwise, 1993). This is particularly important in the luxury sector as from a behavioural viewpoint, brand equity can differentiate a company or product from other competitors, adding to their competitive advantages based on non-profit competition (Aaker, 2004). The model created by Aaker (1992) states that there are four categories of brand equity; Loyalty, Awareness, Perceived Quality and Associations. Luxury branding relies on a high level of perceived quality, loyalty and associations, although potentially less so for awareness, as it is thought that consumers choose luxury brands based on their exclusivity and as such the more the awareness that surrounds the brand, there is potential for it to become less valuable (Phau and Prendergast,
A number of statistical studies have explored the effect of country-of-origin on consumers’ perceptions of products and how it influences the decision-making process. Studies by Heslop and Papadopoulous (1993, 2000) concluded that COO image is one of the most important influences on decision making for foreign-made products. These studies revealed that buyers evaluate COO using multiple criteria including the country’s level of advancement, the buyer’s feelings about the people of the country and the buyer’s desire to be more closely aligned with the country. In addition, a study by Liefeld and Wall (1987, 1991, 1993) found a positive relationship between product evaluation and the degree of economic development of the COO. Support of these finding was found in a study by Wang and Lamb (1983) in which it was determined that U.S. consumers evaluate products according to the country in which they are produced. Culture, political situation and economic development of the source country were contributing factors to this evaluation criterion.
Definition; - “brand equity is the added value endowed on products and services. It may be reflected in the way consumer think, feel, and act with respect to the brand, as well as in the price, market share and profitability the brand commands.”(Kolter and Keller.2012, p265) according to the case study of Holland and Barrett, brand equity refers to high brand value, brand with high value equity means, H&B has the ability to create some sort of positiv...
[5] Nandan, S. (2005) An exploration of the brand identity-brand image linkage: A communications perspective, Brand Management. (pp 264 – 278)
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.
In conclusion, the customer- based brand equity model is an important platform that may help in building a strong brand. It could assist a company in assessing its progress as well as providing a blueprint for marketing research activities. If properly planned and implemented, it could help the company in achieving its marketing strategies and in the realization of an increased profit margin
a company can familiarize itself with cultural nuances which may impact the design, packaging or advertising of the product. Moreover, traveling abroad allows one to locate and cultivate new customers, as well as improve relationships and communication with current foreign representatives and associates
Associations help piece different wants, needs and solutions together; they create pathways to solutions to problems the consumer might confront. For example, if a consumer has an issue with their vehicle, they can associate automobile repair services with the solution to fixing their mode of transportation. It 's one of the most fundamental pillars of marketing. Association also plays a very critical role in the creation of a positioning statement: the statement must associate with the needs of consumers in the present, and at the same time show the potential of growth in meeting the wants or needs of consumers that will arise in the future. "A good positioning has one foot in the present and one in the future. It needs to be somewhat aspirational so the brand has room to grow and improve (Kotler & Keller, 2016)." As mentioned previously, the ability to associate the qualities of the brand with the cultural dimensions of the targeted market, itself, leads to a successful endeavor of positioning the brand in the minds of the global consumers. Therefore, the statement must adhere to these cultural dimensions in order to establish relationships between the offerings of the brand and the solutions the targeted consumer market is seeking , in order to increase the attractiveness of the brand. The brand statement must market to the culture of their target in order to attract the segment. In order for Coca-Cola to achieve a dominant global brand position, the first step is to have the statement appeal to or associate itself with the cultural dimensions of the local, foreign and global markets. According to Alden, Steenkamp and Batra (1999), consumer cultural dimensions fall into the following categories: language, aesthetic styles, and story themes. The statement must address all these factors, given that they vary from region to region around the globe, in order to increase