Brand images should be positive, unique and instant. Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc.Brand image develops and conveys the product’s character in a unique manner different from its competitor’s image. The brand image consists of various associations in consumers’ mind - attributes, benefits and attributes. Brand attributes are the functional and mental connections with the brand that the customers have. They can be specific or conceptual.
Brand awareness can help consumers to recognize a brand from a product category and make purchase decision (Percy and Rossiter, 1992) . Brand awareness has a great influence on selections and can be a prior consideration base in a product category (Hoyer and Brown, 1990) . Brand awareness also acts as a critical factor in the consumer purchase intention, and certain brands will accumulate in consumers’ mind to influence consumer purchase decision. A product with a high level of brand awareness will receive higher consumer preferences because it has higher
A brand can be person, place, firm, or organization. AMA defines a brand as a “distinguishing symbol, name, logo ,mascot, term, sign, or design ,or a combination of them,projected to identify and differentiate the goods and services of one seller or group of sellers from those of competition. Some brands create competitive advantages with product performance. Branding is vital to make any organization successful. Stakeholders must understand how to create a strategic and effective branding as word of mouth and firsthand experience have more of an effect on user love than celebrity endorsements and well-toned advertisements.
Brand image is the key driver of brand equity, which refers to consumer’s general perception and feeling about a brand and has an influence on consumer behaviour. For marketers, whatever their companies’ marketing strategies are, the main purpose of their marketing activities is to influence consumers’ perception and attitude toward a brand, establish the brand image in consumers’ mind, and stimulate consumers’ actual purchasing behaviour of the brand, therefore increasing sales, maximizing the market share and developing brand equity. Brand equity is the focus of both academics and practitioners; however, there is no paradigm among the brand equity studies by now. Most studies measure brand equity from perspective of consumer or from the
Contact- 8699030868 Abstract Brand is a type of product manufactured by a particular company under a particular name. Brand is such a famous word that always comes in the minds of people before buying a product. Brand loyalty play a crucial role to boost up business performance as brand loyalty is considered as important tool which can positively change people’s buying patterns. This theoretical paper studies the impact of brands on buying intentions of consumers and factors that influence their buying decision. Introduction People in our society are so brand conscious that they want everything with a name called brand.
Brand awareness plays a major role in the mind of consumers while buying a good or service. If the customer is aware of the brand they will have a certain degree of assurance about acquiring the product due to the exclusivity of the brand which poses less of a risk to the consumer (Gustafson &Chabot, 2007). Any company whose goods and services have a high status and acceptability in the market is down to successful brand awareness. Hoeffler and Keller (2002) were of the opinion that brand awareness can be separated by its depth and width. Brand depth refers to the phenomenon of making a consumer able to remember or recognize a brand in the market from its competitors with relative ease whereas brand width is defined as when a certain brand comes to the mind of the customer who wants to obtain a particular good or
It's the illusion of a real individual underneath the image. A brand identity provides direction, purpose and meaning for the brand. It establishes a relationship between the brand and the customers. A brand Identity can be the summation of the logo, tagline, font and any visual or audio representation of your organization. A brand identity is something people can visualize, elicit an association when they hear the name.
Currently, around the world, corporations are being appealed to embrace their social obligations not only because it is the right thing towards shareholders, customers, employees, society and environment, but also because it strengthens their brands (Zaman, 2014). According to Li et al. (2013), brand image has been acknowledged as one of the most important concepts in marketing and it referred to the characteristic feature of a brand that reflected as brand associations held in public memory. In addition, several empirical findings have confirmed that a favorable brand image elevates the brand trust, brand equity and also the likelihood that consumers will purchase the brand. Furthermore, Fan (2005) states that consumers’ purchasing decisions is not only influenced by the perception of product, service quality or price, but also based on how ethical the company has fulfilled responsibility in producing its products or services.
The brand image always directly impact on the bottom line of an organization. According to Vineath (2007), image of a brand can be identified as an exclusive set of connections in the mid sets of customers of a product. Customer considers what a brand stances for and the oblique assurances the brand has created on the product. It is assume of all tangible and intangible traits, it represents all internal and external characteristics and it’s anything that influences how a brand or a company is perceived by its target
Product features are also called as brand quality or brand attitudes and is defined as consumers’ overall evaluation of the brand. Brand attitudes are important because they often form the basis for actions and behavior that consumers take with the brand. Consumers brand attitudes generally depend on specific considerations concerning the attributes and benefits of the brand (Keller, 2007). Attributes are those descriptive features that characterize a product or service-what a consumers thinks the product or service is or has and what is involved with its purchase or consumption. Product related attributes are defined as the ingredients necessary for performing the product or service function sought by consumers (Keller, 1993).