Brand Image Literature Review

Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers (Business dictionary.com). Branding precede and underlie any marketing effort, it is not push but pull. Branding is the essential true value of an organization, product, or service. It communicates the characteristics, values, and attributes that clear view of what this particular brand. Kapfere (2001), describe branding can be a subjective term where no one is talking about precisely the same thing.

The perceptions consumers have of themselves influences their brand decisions. Consumers form favourable attitudes toward those products which possess images most similar to the images they either prefer or wish of themselves. Accordingly, they buy those products which match their desired self-image because those products help consumers express themselves (Zinkham& Hong,

Urde et al. (2007) claim that it is essential to intertwine brand stewardship with usage of brand heritage by placing emphasis on leveraging heritage, and guarding the brand’s heritage. Brand stewardship attempts to use brands leverage to create a positive value proposition and guarding brand equity along with its symbols from being misused. (Urde et al. 2007) Urde et al.

Why would anyone go spend more money on a product if they can get the same product for less? This appeals to logic. But, this is not the only strategy used by CoverGirl.

Company Positioning 1. Introduction Positioning is a means in which a company differentiates its products and/or services from that of its competitors and then determine the market nince to fill within the broad market (Matzler & Bailom, 2013). In doing so, the company establishes the identity of the product or service in the eyes of the buyer or the customer. This is achieved through a positioning strategy where a company deliberately plans a brand or process so as to make customers buy it all the time.

Oliver (1999) has developed the definition of brand loyalty as “a deeply held commitment to re-purchase or re-patronize a preferred product or service consistently in the future and

Then, companies can charge a higher price because of that. Whereas, from the quality as reliability perspective, customers want a product that performs as it was intended and can last. The product or service has to appeal to the customer and make them want your product over another. Companies will be more profitable because their products are more reliable, then they will have less defected products. In return, less time and money are spent fixing those mistakes.

According to previous researches consumer promotion of any product leaves an impact on the acquiring behaviours of the consumers for a particular product or brand that the consumer will not buy otherwise (Alvarez and Casielles, 2005). However another study conducted by Dawes (2004) have revealed the fact that purchasing a particular product or service which is on promotion can reduce the chances of succeeding buying of that particular

However , Puma normally uses premium pricing strategy because Puma views its brand as premium. Premium pricing strategy means maximizing profit in areas where customers are happy to pay more. For Puma , premium pricing strategy may not be the best pricing strategy as nowadays , there are more and more price buyers , which means people who buys products at the cheapest place and only see the price as the only consideration . Even when price buyers were once a loyal customer of the company, if this strategy continues , they may not still be loyal and may go to other cheaper companies to be their loyal customer.

CELEBRITY ENDORSEMENT Definition It is a form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service. Manufacturers of perfumes and clothing are the some of the most common business users of classic celebrity endorsement techniques, and launch event appearances, in the marketing of their brands. History of celebrity branding Through the 1760s, royal endorsements were used as a type of celebrity branding to promote a products. The first product that used celebrity endorsements was in 1760’s, where a company called “Wedgwood” who produced pottery and chinaware ,it used as a endorcement in promoting a project.