Chapter 3
3.1 Brand The brand is and has been defined in many different ways over the years Depending on the perspective from which the brand is perceived. The brand is linked to the identification of a product and the differentiation from its competitors, through the use of a certain name, logo, design or other visual signs and symbols. The American Marketing Association has defined the brand has name, term, sign, symbol or design. Or a combination of them which is intended to identify the goods or services of one seller for a group of sellers and to differentiate them from those of competitors.
3.2 ASPECTS OF BRAND
3.2.1 Brand architecture Brand architecture is the structure that organizes the brand portfolio. It defines brand roles and
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Brand communities take place in Intermit-based settings, in geographically bound clubs. The emergence of brand communities implies a shift in negotiation power between marketer and consumer as consumers claim more power when acting is groups.
3.2.3 Brand
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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.
3.2.8 Brand Loyalty Achieving a high degree of loyalty is an important goal in the branding process. Loyal consumers are valuable consumers because it is much more expensive to recruit new customers than nursing and keeping existing ones. Brands are important vehicles when building consumer loyalty as they provide recognizable fix points in the shopping
Scene 1 Both: (Black background) Hello ladies! Welcome to Culture Identity! Jade: Do you or anyone you know find it hard to balance your culture and the American culture?
The background of my cultural identity I am an African American female but that isn’t all there is to know me for. I am an African American girl who is very interactive with my religion and also my culture. Cultural identity can be hard to explain because some people don’t know what’s really in their culture and they fail to see , and understand it. I know what my cultural identity is because of my ethiopian flag, the baked macaroni, and the movie the lion king.
Abstract The purpose of this capstone project is to illustrate ‘Chanel Brand Equity of Virtual Brand Community in Thailand’. The objectives were to demonstrate: (1) Chanel brand associations that create brand image and engagement of virtual brand community in Thailand (2) Factors that result in Chanel brand equity amongst Chanel virtual community members and non-members in Thailand. (3) Different levels of brand equity that occurs between members and non-members of Chanel virtual community in Thailand. (4)
Our ancestors and the generations that came before us have left behind their cultural values and traditions that are being passed on to their future generations. Many people tightly hold onto their cultural identities and values, by using them as a guide to get through life, while some do not. However, the cultural identity is something that one can not get rid of, even if he/she wants to. It is what connects us to our homelands and to our ancestors, and their cultural beliefs and values, that have been passed on to their generations, who have either held on to them or let them go. It is very important that we know who these people were, because they contribute a lot to who we are today, and our cultural identities.
I suppose when i used to think of cultural identity, i perceive it as what racial background we come from, what race we are. Whether it’s Mexican, Asian, French, etc… I assumed it meant what special foods we eat, and events or activities we participate in according to our background. Little did i know this is a misconception; quite a common one actually. Cultural identity is actually how you live your life and how you express yourself, the things you enjoy that make you, you. I am someone who enjoys many things, ranging from A-Z.
Throughout my experiences in this course so far, I have had many opportunities to reflect on my own past and have begun to better understand my own cultural identity. It has been much more difficult to wrap my head around than I would have predicted it to be because so many things play into the construction of an identity that it can be hard to look at all of those separate pieces together. My cultural identity, like all others, is more complicated than it first appears. I identify as a white person, a woman, an American, a gay person, and a feminist, just to name a few. While all of these labels carry with them stereotypes and expectations, they also interplay with the cultural influences I was subject to throughout my childhood.
Many components assume a role in shaping a person's cultural identity as they develop and mature. These elements of cultural identity are formed and after that reshaped by the socializing agents that we are put into contact with. The consequence of our socialization then structures the person that we get to be and the person that we change into in the future. Cultural identity and socializing agents additionally shape any biases that a person will convey. By comprehension my own cultural identity and socializing agents I can better see how culture has added to my present identity as a student.
Leading brands have focused on building partnerships and alliances to reach each and every segment which has enabled these companies to offer more variety of products, better quality convenience and content. Alliances with leading portals search engines and websites helps in generating traffic and can provide brand a competitive edge over online customers because of its availability. 2.3.5 Importance of Online Brand Alliances Online brand alliances is relevant to the entrepreneurial firms who are unable to reach a wide variety of consumers and by utilizing this alliance they may overcome the problem of reaching economies and accessing markets. It helps the online retailing websites to get more popularity among B2B operating companies and helps in generating traffic through ppc (pay per click). While on the other hand it helps brick and mortar brands to reach the users worldwide and developing a two way relations with its customers.
Brand loyalty is a focal point of interest for marketing researchers. From past research stated that loyal customers spend more than non-loyal customers in purchasing. Much of the research over the past three decades looks into consumer loyalty from two perspectives which are behavioral loyalty and attitudinal loyalty (Bandyopadhyay & Martell, 2007; Dick & Basu, 1994). Behavioral loyalty means the frequency of repeating the purchases. Which attitudinal loyalty refers to the psychological commitment that a consumer makes in the purchase, example like intentions to purchase and intentions to recommends.
The rise of multiculturalism in nearly all societies across the globe has brought with it countless questions that are still unanswered. The problem of whether people from different cultures should have the right to express their cultural identity in a mixed society has been highly discussed for the last 10 years. There are two main trains of thought. On the one hand, those who believe that expressing cultural identity is a part of freedom of speech, and hence should never be taken away. On the other hand, there are those who argue that people must comply with the cultural norm of the country they are living in.
Brands are complex offerings that are conceived by organisations but ultimately resides in the consumers mind (De Chernatony, 2010). A brand thus signals to the customers the source of the products and services and protects both the competitor who would attempt to provide products and services that appear similar or identical (Aaker, 2004). Brands provides the basis upon which consumer can identify and bond with a product or service or group of products and services (Weilbacher, 1995). A brand is a specific uniqueness associated with a product or services that enables the consumers connect with it by easy identification through the name, slogan, design, logo, symbols, etc. of the organisation that produces the products or
Burberry, established in 1856 by Thomas Burberry, one of the luxury fashion brands in the world. The first shop opened up in the Haymarket, London, in 1891. Burberry was an independent family-controlled company until 1955, when it was reincorporated. It focusing on beauty, accessories, men, women, kids, all the products offering are strategy in the luxury fashion brand’s marketing mix. HISTORY OF BURBERRY Thomas Burberry, from Basingstoke, Hampshire opened his first store, originally specifying in outdoor clothing.
• Many successful brands to pursue. • Advertise its less popular products. • Buy out competition. • More Brand recognition Advantages of coca –cola Market Leadership: Coca-Cola FEMSA is one of the biggest franchise bottler of Coca-Cola trademark beverages in the world, with operations in Mexico, Guatemala, Nicaragua, Costa Rica, Panama, Colombia, Venezuela, Argentina, Brazil and the Philippines. Business partnerships: Coca-Cola FEMSA is cooperating with The Coca-Cola Company to grow more propelled joint plans of action to keep investigating and taking part in new lines of refreshments, expanding existing product offerings and successfully publicizing and advertising our items.
Customers will be a loyal customer if their opinions and needs are met by a company. I believe this is the most important building block. I have worked as a manager of a retail card and gift store in Wantagh for the past five years. Throughout my five years, I take great pride in the customers that shop with us. If there is something that I can do to help my customers or order them a certain product, I don’t hesitate.
These associations are related with attitude towards brand and brand quality. Similarly, Aaker (1991, 1996) refers that brand associations are anything which are related to consumer’s memory. Not only creating the brand image is important but also maintaining brand image is an essential part of a firm 's marketing program (Roth, 1995) and branding strategy (Keller, 1993; Aaker, 1991). Band image also related with the prestige and non-prestige of product K Amna& S