Brand Challenges Of The 21st Century

Farquhar, Peter H (1994). Understanding the implications of these 3 strategic elements is essential in preparing for the branding challenges of the next century. Highly credible brands can reduce the perceived risk of buying products or services where features cannot readily be evaluated prior to purchase. There are 4 basic branding strategies for surviving the next century, including: 1. Differentiate brands along new dimensions that are both relevant and important to customers. 2. Fortify brands with "breakthrough" goods or services that leapfrog current products in the market. 3. Integrate the brand offering with those of channel partners and other solution providers. 4. Create alternate channels of distribution for the brand to appeal to

They have focused that the buying behavior of consumer in relation to beauty products. They found that the brand ambassadors are least measured when they purchase beauty care products and price and brand image of products are two majorly elected features affecting their preference for selecting a particular brand. (Anjali Sharma,Shruti Bhola,Shweta Malyan and Neha Patni 2013). Keller and Lehmann (2006) identifed three principal perspectives from which brand equity has been studied: the consumer’s, the company’s and the financial perspective. According to a consumer’s perspective “brand equity is part of the attraction to—or repulsion from—a particular product from a particular company generated by the ‘non-objective’ part of the product offering, i.e., not by the product attributes per se”. Nevertheless when logos, colour and design are used without an association with unique benefits the brand success is curtailed Paul N. Bloom (2006) The authors used a market-research technique called conjoint analysis to help managers evaluate the relative benefits of various types of affinity marketing programs, including sponsorship of social causes, sports or entertainment events. Conjoint analysis involves creating a variety of hypothetical brand profiles that contain combinations of brand attributes; by asking consumers to rank the

A second objective is to investigate the mechanisms through which creative ads are effective in reducing consumer resistance to persuasive messages. A third objective is to delineate the boundary conditions of the effects of advertising creativity. A fourth goal of the research is to expand the list of outcome variables currently focused upon by the creativity literature. A series of three experiments showed good empirical results for the proposed structural