3. • The Role of Consumers’ Attitude toward Product Brand- Methaq Ahmed. • Relationship of Consumer Attitude and Brand: Emotional Aspect - Jūratė Banytė, Eglė Jokšaitė, Regina Virvilaitė. • Consumer Attitudes Towards Product Extension In Store Brands – Wong Suet Ting Sharon. • Consumer Attitude towards Store Brands in Comparison To National Brands - Prof. Deepali Gala, Dr. Ramchandra D. Patil.
There are many different perceptions of what the brand identity consists of. But the more common definition of brand identity is that it is a set of associations the brand strategist seeks to create or maintain. If the brand identity is both unique, distinct, and clear expressions of what the brand is all about as well as long lasting, then it can create the basis of a solid, coherent and long lasting brand and be the driver of all brand related activities. 3.2.7 Brand Image The image of the brand is the perception of the brand by consumers. The goal of working strategically with brand image is to ensure that consumers hold strong and favorable associations of the brand in their minds the brand image typically consists of multiple concepts, perception, because the brand is perceived cognition, because that brand is cognitively evaluated; and finally attitude, because consumers after perceiving and evaluating what they perceive form attitudes about the brand.
It is worthwhile to mention here that the process of brand building is also referred to as brand equity. Brand equity is the outcome of various marketing strategies of any organization which is reflected in the consumers’ response. Brand equity is perceived by consumers as the value added to the product by associating it with a brand name. The sources of brand equity help to increase the customer base of a firm. The effectiveness of marketing strategies is enhanced by brand equity assets.
ASSESSMENT 1 ---------- Truong Bich Nga Nguyen (Nina) - 4556584 ---------- What do we know about brand loyalty? Brand loyalty are agreed to be beneficial to brand owners in many different ways. It sustains the future demand and future income for the organization. Brand loyalty is also economic to an organization, as maintaining current customers is more cost effective than trying to win new ones (Fontana, 2018). An example is Coca-Cola spent about four billion U.S. dollars on advertising alone in 2016 while its global revenue was about 41.86 billion U.S. dollars in that year.
Therefore, a brand makes life easier and fewer risky (Barwise et al., 1990) and may be sources of value for the buyer (Kapferer, 1997). A brand is additionally an “intangible however important element of what a firm means; a set of promises” (Davis, 2002). Finally, Bedbury and Fenichell (2002) say that “a brand is, if it's something, the results of a conjunction method within the brain. They’re sponges for content, images, feelings, sensations, and experiences; psychological concepts within consumers’ minds.” Hence, brands enhance the worth of a product on the far side its functional purpose (Farquhar, 1989). The various definitions that are developed for a
It has been measured based on assign (i.e.koo, 2003; Kandampully & Suhartanto, 2000); brand benefits/ values (i.e. Hsieh et al., 2004; Roth, 1995; Bhat & Reddy, 1998) or using (Malhotra;s, 1981) brand image scale (i.e Faircloth et al., 2001). In Keller’s (1993) conceptualization of brand image, it is considered discernment about a brand as reflected by the brand associations held in consumers’ memory. From Keller (1993), attributes are “descriptive features that characterized a product or
In recent researches about brand equity, there are two main prominent theoretical points of view that provide valuable views into the body of brand equity. The first perspective of brand equity is from a financial market’s point of view where the asset value of a brand is appraised (Farquhar et al., 1991, Simon and Sullivan, 1993).Recently, brand equity has increasingly been defined in customer-based contexts, which defines brand equity as the value of a brand to the customer (Aaker, 1991; Keller, 1993; Cobb-Walgren et al., 1995; van Osselaer and Alba, 2000,). Aaker (1991) defines brand equity as “a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firms’ customers. "Keller (2003) argued that the power of a brand lies in the minds of the customers and what they have
Products are made to satisfy the needs and meet the expectations of consumers. A consumer uses products and decides on a product based upon their own consumption system—the way the product is by the consumer getting the product, using the product, and disposing of the product. Additionally, the hierarchy of customer value also plays a major role in the decision-making process for customers. Though concrete attributes signify quality difference across products, the higher level abstract dimensions of quality can be generalized into categories of products. Therefore, a product must perform to an acceptable level according to the consumer’s perception of benefits in their customer value hierarchy.
Introduction The customer who re-purchases the product which is manufacturer manufactured the specific product that is available in the market offer by different companies. That is called brand loyalty. It is called brand loyalty which customer purchase consistently specific brand from the different other brands available in the market. According to the Carman (1970) opinion the most important thing of product loyalty is retail loyalty. When customer have enough choice about different brand under one roof this will bound him to switch to other brands which are available in the market.
• Consumer Awareness Many studies have been done on consumer perception and awareness about brand. Keller (1993; 1998) described consumer perceptions about brands as brand knowledge, which consist on brand image and brand awareness. Hence according to Keller Brand awareness means recognition and recall of brand. Brand Image is defined as,“a perception about a brand which is reflected by the brand associations and it is held in consumer memory” (Keller). These associations are related with attitude towards brand and brand quality.