If brand is not able to meet the consumers expectations, consumer consider it’s a low-quality brand. Consumer compare the prices of brands. And purchase the product with best outcome in low price but in many cases, consumer can pay more for better results. The product has design which attract the customer and easy to carry. Fashion leaders purchase the product which is more stylish and can satisfy their ego.
Brand positioning is “act of designing a company’s offer and image so that it occupies a distinct and valued place in the target customers’ mind” (Keller, 2008). According to Keller brand positioning elucidate what the brand is about and what distinguishes it from the competitor’s brand. The goal of positioning is to make your customers understand why they should buy and use your brand. Start developing your brand’s position by defining the target market you are pursuing, the business your company is in or the industry it competes in, and by stating the key point of difference and key benefits of your brand in the market. Scott M Davis in his book “Brand Asset Management” describes the model of “Brand Value Pyramid” and it illustrates the
the promotinal mix aims to form the ideal image of the repsective procuts to its consumers for optmial benefit. Gopro campaign (app. 2,3,4) is directed toward the more common potential consumer, and futher away from the extreme elements that appealed to their primary target group. Although they are targeting a new segment, the basic activities and messages of their promotions dont give the veivewer a different impression of their general core product values, but rather empahsises the elements of their values that appeal more to the target segment. Inl Gopro are maintainging the main product image, while targeting a different segment, which is the entire purpose of IMC.
For some of them their brand is the most important asset (Hart & Rosleder, 2002). Therefore it seems to be logical that the use of Brand Value which serves to evaluate the financial worth of a brand is steadily gaining popularity. Since IKEA is not the only but by far the most relevant client of Swedwood for them their brand value is not of a high priority and they probably will not need to use this tool. Nevertheless, it is notable that they might have changed their name to IKEA Industries in order to benefit from the reputation of IKEA and improve their acceptance. In contrast, it might be interesting for IKEA to be aware of their brand strength and its development.
If consumers perceive that the product has comparative advantages with other products and that element is very meaningful to the consumer, so the consumer will choose the product even though the product is relatively similar to others. Last things to be analyzed in this study is consumer attitude toward global products. The relationship between affinity towards global brands and brand preferences have acknowledged by recent studies (Sengupta, 2014). Therefore, this study analyzes how the brand is recognized, how the brand is appraised and to what extent consumers are entrust to the
Services and SAS Cargo was to be discontinued and outsourced to third parties. SAS has a huge cost for staff compared to its competitors (see appendix xx). In By outsourcing the operations, SAS will be able to minimize the cost without compromising its core competencies. Porter's five forces compare with Barney Resource Based View theory The theory of five competitive forces by Michael E. Porter shapes the strategy of firms and the nature of competitive interaction within an industry. There is a widespread rivalry that results from all ﬁve forces (Porter, M.E.
Moore et al (2003) also described that positive perception of consumers about a particular brand is an indicator of status, quality and prestige; i.e. factors other than price. Brand Loyalty Schiffman and Kanuk (2004) have stated brand loyalty as one of the desired outputs of learning of the consumers. It is the probability of positive behaviours and attitude towards a brand, thus it could result in positive word of mouth and repeat purchase (Rawly and Dawes, 1999). Quester and Lim (2003) also explained the two major types of brand loyalty.