Brand Identity And Brand Image Marketing Essay

mark identicalness And fool Image Marketing EssayIn business grunge isnt a new theory. It is used by marketers from long cartridge clip to expose their products from other(a) competitors that hurl same product category. As Van lair Heever said the word stigma comes from the old German word labelr which room to burn. (Lombard, 2007, p. 18)A dishonor is a symbolic embodiment of all the in orchestrateation machine-accessible to the product and serves to relieve one self associations and expectations around it (Kalakumari Sekar, 2012)The traditional American definition of note is, a name, term, sign, symbol, or design, or combination of them, which is intended to identify the goods or go of one loter or group of sellers and to dissimilariate them from those of competitors (Lee Zhang, 2000)2.1.1 Brand identity and Brand imageBrand image has been assigned assorted meanings from the day it was introduced into the marketing discipline by Gardner and Levy (1955). Some inquiryes has mark stigmatise image as disgrace identity, but check to the new-fashioned studies that have claimed that gull image and patsy identity argon 2 disparate concepts but they atomic number 18 interchangeable. Moreover, at that place are four basics to record and define the dishonor image, which are 1)Brand image is an image in the headspring created by the consumer.2) Consumers use their emotions and feelings to examine the concept of brand image.3) Brand image is an idea fuelled by knowledge through and through marketing activities taken from the observation of consumer characteristics. 4) The perception of brand image designed in the mind of consumer is much more than classic than the material one. However, Brand image is how a brand is perceived by consumers, charm brand identity is the carriage that the company exposes the brand in the market, and how it wants to be perceived by the customers. Eventually, customers may not have the same image of the brand that the company presented. (Bian X., 2011) (Price, 2010)2.1.2 Brand Power and Market ShareAccording to Stobart (1994) brand skill and sovereign market share could be occurred through perceived product whole tone. Generally, entrepreneurs and animal trainers have a great impact on creating power brands. They understand a need and desire of a detail group of customers then they create products and supply the associated go that satisfy those ineluctably extremely well. Effective superior control procedures make sure they do things right the first time in delivering those products and work. Therefore, they achieve superior prime(a) when they sell them the high quality with a less cost of lower quality competitors. Then, they advertise and march on the benefits and the advantages they got using those products. The customer perceives the high quality and the added value offered by the product. The contribute a power brand is created and dominant share follows. ( Vantamay, 2004)(draw brand power conceptual model)2.1.3 Brand justnessAccording to Kwok Keung Tam (2007), brand uprightness is the value premium that a companyrealizes from aproduct with a recognizable name as compared to its competitors. when Companies make their products memorable, easily recognizable using its name or symbol and superior in quality and reliability, this is the ferment of creating brand equity. Also, it depends on the number of people with habitual buy, in that psycheal manner it could also be a strategy used by the self-coloured to generate cash flow because people arent get just an ordinary bicycle product but they are purchasing unique value. However, when people are ready to pay more for a standard product alternatively of branded one, here the brand fails that means brand equity is negative. This might happen if a company caused a widely publicized environmental disaster or had a major product recall. So, when the company wants to stretch forth its product line, it has to consider the brand equity conceptual model.(draw conceptual model)For the consumers, brand equity could present them information around the brand that improves their confidence while their purchasing process. Nevertheless, the brand equity could reduce the expenses of promotions because when brand equity is positive, brand image is positive too that means consumers dont focus on the concise term promotion but on the whole brand. Brand equity has five major areas, which are Brand consciousness, perceived quality, brand loyalty, brand association and brand em natesment.Brand awareness is one of main determinants of brand equity. Brand awareness consist recognition of one farewellicular brand which allows a potential customer to recognize about a particular(prenominal) product or services existence, and confirms that he or she has previously been heart-to-heart to it and creating brand awareness is one of thekey steps in promoting a product. (Csap, 2010)I n addition according to Kwok Keung Tam (2007) there is two tasks should be done to achieve brand awareness which are namely increase brand name identity and associating it with the product course. Also, To raise brand awareness roughly techniques could be useful as advertising and celebrity endorsement.Furthermore, utilize perceived quality strategy may lead to consumer satisfaction, which volition be sh take in through perceived performance and expectation. As well, there are somewhat(prenominal) definitions said by some scholars, as consumers perception towards veridical and non tangible characteristics of a product is perceived product quality. these characteristics may include some added value characteristics as performance, durability, conformance, features, serviceability, aesthetics and reliability etc. Moreover, sometimes the actual quality of the product doesnt confirm all these characteristics but the perceived quality of a product could be derived from consumers pa st experiences. (Vantamay, 2004)A consumer gives a brand loyalty by purchasing the same product or service over and over again rather than get from other suppliers that sell the same product category. As well, brand loyalty could be specify as the degree of purchasing repeatedly the same brand by the same consumer within a product class.Brand association is the gene linkage that exist between a brand and the other nodes stored in keeping (Korchia, 2007). Every company through consumer buyer research must understand its brand as well as competitors brands . such a research studies existing and potential customers, past customers, indus translate experts, and intermediaries. A strong brand should be difficult to be copied by other companies, and such a powerful brand is associated with beliefs and values. (Ghodeswar, 2008)Brand positioning occurs when brand occupies a perspicuous position comparative to competing brands, in the mind of the customer. Companies use this brand posi tioning marketing strategy by divers(prenominal)iating the features and characteristics of their brands, or they try to create a specific image of the brand as luxurious, inexpensive, premium and utilitarian through advertising. Branding its all about adding psychological value on service, products and companies. Such value could be in the form of emotional links, beliefs, values, and feelings that people disturb to the brand. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. (Lee Zhang, 2000)2.2 Consumer lookConsumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services ideas, or experiences to satisfy take and desires (Solomon, 2007, p. 7).In other words, it is a study focuses on how, what, why, and why people buy. In addition, it studies how people choose to spend their getable resources time, money, and effort.2.2.1 Consumer buying BehaviorThe co nsumer buying behavior concept is the individuals and households who buy goods and services for mortalal consumption (Tam, 2007).For companies the buying decision is the most crucial part of their enterprise, yet no one really knows how the human brain makes that choice. Buying decisions are made at an unconscious level (Csap, 2010). Furthermore, there are many theories explain the meaning of consumer buying behavior, one of them is Role theory. It suggests that consumers meet a need or desire, for this reason they change their consumption decisions, their evaluation criteria. The 7 Ps of marketing stimuli consumer buying behavior which are product, price, place of distribution, promotion, people, process, and physical evidence (KHOURY, 2008) Moreover, there are many factors called buyers characteristics that affect the buying behavior, which are economical, cultural, somebodyal, psychological and kindly. All these inputs enter the buyers nerve box, then many consumers response s observed as product choice, brand choice, dealer choice, purchase timing, and purchase amount. (Csap, 2010)(conceptual model vanda article)2.2.2 Factors Affecting Consumer Buying BehaviorCulture factorsBuyer culture, subculture, and tender class are factors that affect consumer buying behavior.Culture is the piece of both society and behavior of people is deeply influenced by their culture. Moreover, Culture is the accruement of beliefs, behavior, values, customs and attitudes. Marketers should be careful by analyzing every culture because needs, wants and buying behavior metamorphose from country to other.Culture is divided to many subcultures, and each(prenominal) subculture is a group of people with mutual value systems based on common life situations and experiences. Moreover, subcultures includes nationalities, religious, racial groups, and geographic regions. Marketers should segment the market into different small portions using these groups.Every society contains many social class(upper class, middle class, working class and lower class) which are determined by different factors such income, education , wealth and occupation. These social classes are used by marketers in market segmentation, and it is an important factor because all similar social classes recommend same marketing strategy and every social class its members shares same interests, values and beliefs. (Griffin Pustay, 2003)Social factors Social factors which are university extension groups, family, aim and status also influence the buying behavior of consumers .Reference groups could form the attitude or behavior of a person. The impact of reference groups varies according to products and brands types. As an example if the product is visible as clothes, the impact of reference groups is high. Moreover, there is a person who has special skills, knowledge or characteristics which called leader, his vista is considered by a reference group in many societies.Family members could dee ply influence buyer behavior. Hence marketers are trying to know every role of every person in a family, husband, wife, and children. However, they also try to find out who buys a specific product, if husband then they will try to target the men in their advertisements. So, here we should understand that buying roles vary with evolving consumer lifestyles.In the society, roles and status change from one person to other because every person is a member of a specific clubs, organizations or groups For example a husband is working as a handler of football team, that means he will buy the kind of habit that reflects his and status in his work. (Csap, 2010)Personal factorsPersonal factors have impact on buying behavior, such as the buyers age and life cycle, occupation, lifestyle, and personality and self concept.Age and life cycle shape the consumer buying behavior. Purchasing of goods and services of people change with time because every stage of life has its own interests. Life-cycl e of a family consists of diverse stages such as young single, un espouse couples, married couples which facilitate marketers to design specific products for each stage.Occupation of a person will affect his purchasing behavior. For example a accounting manager of an organization he should purchase business suits, but a stiff or low position worker will purchase cheaper clothes.stinting situation of a consumer has great impact on his buying behavior. The more the income of a consumer is high the more his purchase will be high. However, a person with low income will purchase cheap products.Lifestyle is an important factor that affect strongly the buying behavior of people. lifestyle is a persons of living as expressed in his or her psychographics (Kotler Armstrong, Principles of Marketing, 2001, p. 146). Moreover, people sexual climax from same subcultures, occupation, social class may have quite different lifestyle because lifestyle is determined by customer opinions, interests, activities (work, sports, shopping etc.) personality varies from person to person, place to place and time to time. the behavior of a person it is his personality not what he wears or what he eats. Personality includes some characteristics such as self confidence, positive attitude, dominance , active etc which could be useful to determine the selection of products or services for a person.psychological factorsThere are four factors affecting the consumer buying behavior, which are Perception, motivation, learning, beliefs and attitudes. pauperization level that affect the buying behavior. Every person has specific needs such as biological, social, and physiological needs etc. Moreover, these needs vary from one person to another because every person has priority in his needs, and some of these natural needs are pressing more than others. So, These needs which are pressing strongly become motive for a person to reach satisfaction.Perception is a process to produce a meaty experien ce in the mind of consumers which contain three steps Select, organize, and interpret information. Furthermore, there are three different perceptual systems. First rule which is selective attention, this case is used by marketers to grab customers attention. Second system is selective distortion, this case is used to interpret the information available about the product in a way to support the customers beliefs. However, third method is selective retention, which is used to retain information that supports customers beliefs.Every customer has specific belief and attitude towards diverse products. However, some of these beliefs and attitudes marketers are interested in them because they affect buying behavior and make up brand image. Moreover, there are some campaigns done by marketers to change customers attitudes and beliefs. (Kotler Armstrong, Principles of Marketing, 2001)