A strong identity of the brand is important as it creates trust in the organization’s service range and provides a differentiating parameter. Internal corporate culture can be improved by internal effective communication and adopting a more customer-friendly approach for branding. Services brands are relation-based both internally and
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 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.
He suggests comparing a product with a brand name to an unnamed product what can explain the consumer’s buying habits and preferences (Jara & Cliquet, 2008). Keller applies brand awareness and brand image as two major components of his model. Thus, brand awareness relates to brand spontaneous recognition in consumer’s mind, and brand image is defined as brand associations erased in consumer’s memory. In regards to brand associations, three categories emerge, namely, attributes, benefits, and brand attitudes. Attitudes correspond to descriptive characteristics of the product; benefits relate to the personal value attached to the product; and brand attitudes are used for customers’ evaluation of a product.
Powerful and strong brands are as a rule a source of economic income, which is going to grow if target audience is loyal to the brand. Thus, Aaker (2014, p. 10-11) emphasizes three assets of brand equity – awareness, associations and loyalty – which have to be considered in the process of brand building and developing. The first dimension – brand awareness – is known to affect perceptions of people, because they tend to think positively about the things they are familiar with. The fact that brand is recognized can be a sign of brand success and commitment of consumers. The second dimension – associations which brand elements (design, product attributes, design, innovativeness) trigger are capable of connecting the brand target group to the brand and influence on their relationship and experience with the brand.
In service branding corporate values cannot be faked. The true values are shown in the kind of experience that the customers have in service marketing. It is not the communication but the service at every touch point that make customer loyal and create positive word of mouth to others. Internalize the Brand: More than anything the company internally should understand the meaning of the brand. It’s the on the job performances which turns it into a customer-experience brand rather then it being a marketer articulated brand.
Marketing mix of 4 P’s includes the Product, Price, Place and Promotion. Branding nowadays is going to eat Marketing and replace it as we have to brand on every level of marketing mix. Our company is a brand. Our product is a brand. Our way of distribution might and probably is known how with a specific name which means – a brand.
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
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.