Brand Identity And Manufacturer Image Marketing Essay0
Brand Identity And Manufacturer Image Marketing Essay
In business brand is not a new theory. It is employed by marketers from long time to identify their products from other competitors which have same product category. As Van Den Heever said » the word brand comes from the old German term «brandr» this means to burn». (Lombard, 2007, p. 18)»A Manufacturer is usually a symbolic embodiment of all information connected to the product and serves to generate associations and anticipations around it » (Kalakumari & Sekar, 2012)»The traditional American definition of company is, a brand, term, signal, symbol, or design, or blend of them, which is intended to identify the goods or services of 1 seller or band of sellers and to differentiate them from those of rivals» (Lee & Zhang, 2000)
2.1.1 Brand identity and Brand image
Brand photograph has been assigned numerous meanings from the day it was introduced in to the marketing self-discipline by Gardner and Levy (1955). Some researches provides define brand image as brand identity, but according to the recent studies that have claimed that brand graphic and brand identification are two different concepts nevertheless they are interchangeable. Furthermore, there are four principles to comprehend and define the company image, which are : 1)Brand image can be an image in the mind created by the buyer.2) Customers use their feelings and thoughts to interpret the idea of brand image.3) Brand image is an idea fuelled by understanding through marketing activities extracted from the observation of client features. 4) The perception of brand graphic designed in the mind of consumer is a lot more important than using the one. However, Brand image is how a brand is perceived by consumers, while brand identity is the way that the company aluminum molar mass exposes the brand available in the market, and how it really wants to be perceived by the customers. Eventually, customers might not have the same photograph of the manufacturer that the company presented. (Bian X., 2011) (Price, 2010)
2.1.2 Brand Power and Market Share
According to Stobart (1994) brand vitality and dominant market talk about could be occurred through perceived merchandise quality. Generally, business owners and managers have an excellent effect on creating power brands. They understand a need and desire of a particular group of customers they create products and supply the associated companies that satisfy those needs extremely well. Effective ‘quality control» methods make certain they do things most suitable the first time in delivering those services and products. Therefore, they achieve outstanding quality if they sell them the top quality with a less price of lower quality rivals. After that, they advertise and encourage the benefits and the advantages they got applying those products. The customer perceives the high quality and the added value proposed by the product. The effect : a power brand is created and dominant show follows. (Vantamay, 2004)
(draw brand power conceptual model)
2.1.3 Brand equity
According to Kwok Keung Tam (2007), brand equity is the value premium a company realizes from a product with a recognizable brand as compared to its competitors. when Corporations make their products memorable, easily recognizable using its name or symbol and top-notch in quality and stability, this is the process of creating brand equity. Likewise, it depends on the number of individuals with habitual purchase, by doing so it could also be a strategy utilized by the firm to generate cash flow because people aren’t buying just an ordinary product nonetheless they are buying unique value. However, when people will be ready to pay more for a standard product rather than branded one, below the brand fails that means brand equity is detrimental. This may happen if a organization caused a broadly publicized environmental disaster or got a significant product recall. So, when the company wants to expand its product line, it has to consider the brand equity conceptual model.
(draw conceptual style)
For the consumers, company collateral could present them details about the brand that boosts their self-assurance while their purchasing method. Nevertheless, the brand equity could reduce the expenses of promotions since when brand equity is great, brand image is positive too which means consumers don’t give attention to the short term promotion but overall brand. Brand equity has five significant areas, which are Brand awareness, perceived quality, company loyalty, company association and manufacturer positioning.
Brand awareness is one of main determinants of brand equity. Brand consciousness consist recognition of 1 particular brand which allows a potential customer to identify about a specific product or service’s existence, and confirms that he or she has previously been subjected to it and creating company awareness is among the key steps in promoting something. (Csapó, 2010)
In addition according to Kwok Keung Tam (2007) there is two tasks ought to be done to accomplish brand recognition which are namely raising brand name identity and associating it with the product class. Also, To improve brand awareness some tactics could be useful as advertising and marketing and celebrity endorsement.
Furthermore, Using perceived top quality strategy may bring about consumer satisfaction, which will be shown through perceived functionality and expectation. As well, there are several definitions explained by some scholars, as consumer’s perception towards tangible and non tangible qualities of a product is perceived product quality. these characteristics can include some added value characteristics as performance, longevity, conformance, features, serviceability, aesthetics and reliability etc. Furthermore, sometimes using the quality of the product doesn’t confirm each one of these characteristics but the perceived quality of something could be derived from consumer’s past activities. (Vantamay, 2004)
A consumer provides brand loyalty by getting the same service or product over 7th grade book and over again instead of buying from additional suppliers that sell off the same product category. As well, brand loyalty could possibly be defined as the degree of purchasing repeatedly the same manufacturer by the same customer within something class.
Brand association is certainly » the linkage which exist between a company and the other nodes placed in memory» (Korchia, 2007). Every company through consumer buyer research must understand its company and also competitors’ brands . Such a research research existing and potential buyers, past customers, skillfully developed, and intermediaries. A solid brand should be challenging to end up being copied by others, and such a powerful brand is connected with beliefs and values. (Ghodeswar, 2008)
Brand positioning arises when brand occupies a definite location comparative to competing brands, in your brain of the client. Companies use this brand positioning online marketing strategy by differentiating the features and characteristics of their makes, or they make an effort to create a specific image of the company as luxurious, inexpensive, top quality and utilitarian through advertising. Branding it’s all about adding psychological value on service, items and companies. Such worth could possibly be in the sort of emotional links, beliefs, ideals, and feelings that people relate to the brand.
Once a brand is put, it is very complicated to reposition it without destroying its credibility. (Lee & Zhang, 2000)
2.2 Consumer Behavior
Consumer behavior is «the study of the functions involved when people or groups select, get, use, or dispose of products, services strategies, or experience to satisfy desires and needs» (Solomon, 2007, p. 7).Basically, it is just a study targets how, what, why, and why people buy. In addition, it studies how persons tend to spend their available assets time, money, and work.
2.2.1 Consumer Ordering Behavior
«The consumer buying behavior concept is the persons and households who acquire goods and services for personal consumption» (Tam, 2007).
«For corporations the buying decision may be the most crucial part of their business, yet no person really knows how the mind makes that choice. Investing in decisions are made at an unconscious level» (Csapó, 2010). Furthermore, there are many theories explain this is of consumer buying habit, one of them is Position theory. It suggests that consumers satisfying a need to have or desire, that is why they change their intake decisions, their evaluation requirements. The 7 P’s of marketing stimuli consumer ordering behavior which are merchandise, price, place of distribution, promotion, people, process, and physical facts (KHOURY, 2008) Moreover, there are plenty of factors called buyer’s attributes that affect the shopping for behavior, which are economical, cultural, personal, mental and social. All these inputs type in the buyer’s middle box, afterward many buyers’ responses observed as item choice, brand choice, supplier choice, purchase timing, and purchase amount. (Csapó, 2010)
(conceptual style vanda article)
2.2.2 Elements Affecting Consumer Buying Behavior
Culture factors:
Buyer way of life, subculture, and social course are elements that affect consumer buying behavior.
Culture is the little bit of every society and tendencies of people is usually deeply influenced by their lifestyle. Moreover, Culture is the collection of beliefs, behavior, ideals, customs and attitudes. Internet marketers should be careful by analyzing every tradition because needs, wants and buying behavior vary from country to other.
Culture is divided to numerous subcultures, and each subculture is normally a group of men and women with mutual value devices based on common life situations and experiences. Additionally, subcultures includes nationalities, religious, racial groupings, and geographic regions. Advertisers should segment the marketplace into different little portions using these teams.
Every society contains many social class(upper class, middle income, working class and lower class) which are determined by different factors such income, education , riches and occupation. These sociable classes are being used by marketers in marketplace segmentation, and it is an essential factor because all similar social classes recommend same marketing strategy and every social class its participants shares same interests, values and beliefs. (Griffin & Pustay, 2003)
Social factors :
Social elements which are reference organizations, family, role and status also influence the ordering behavior of consumers .
Reference groups could form the attitude or habit of a person. The influence of reference teams varies according to items and brands’ types. For example if the merchandise is visible as clothes, the impact of reference organizations is high. Moreover, there is a person who has special skills, expertise or characteristics which called head, his opinion is known as by a reference group in lots of societies.
Family people could deeply influence buyer behavior. Hence marketers want to know every role of each person in a family group, husband, wife, and kids. However, they also try to find out who buys a particular product, if husband then they will try to focus on the men within their advertisements. So, here we have to understand that buying roles vary with evolving customer lifestyles.
In the society, roles and status differ from one individual to other because every person is a member of a particular clubs, organizations or teams… For example a husband is functioning as a trainer of football team, that means he will buy the kind of garments that displays his and position in his function. (Csapó, 2010)
Personal factors:
Personal factors have effect on buying behavior, including the buyer’s age and life cycle, occupation, lifestyle, and personality and personal concept.
Age and life cycle shape the buyer buying behavior. Getting of goods and products and services of people change as time passes because every stage of life has its own interests. Life-cycle of a family consists of various stages such as young single, unmarried couples, maried people which facilitate marketers to design specific products for each and every stage.
Occupation of a person will impact his purchasing behavior. For instance a accounting supervisor of an organization he should purchase business suits, but a normal or low position worker will purchase cheaper garments.
Economic condition of a customer has great impact on his buying tendencies. The more the profits of a customer is high the more his purchase will be high. Even so, a person with low profit will purchase cheap goods.
Lifestyle is a crucial factor that affect highly the buying behavior of individuals.» lifestyle is a person’s of living as expressed in his / her psychographics» (Kotler & Armstrong, Rules of Marketing, 2001, p. 146). Moreover, people via same subcultures, occupation, social course may have quite numerous lifestyle because lifestyle is determined by customer opinions, interests, actions (work, sports, browsing etc.)
Personality varies from individual to individual, destination to place and time to time. the patterns of a person it really is his personality not what he wears or what he eats. Individuality includes some characteristics such as for example : self confidence, good attitude, dominance , active etc that could be beneficial to determine selecting services or products for a person.
Psychological factors:
There are four factors affecting the consumer buying patterns, which are Perception, motivation, learning, beliefs and attitudes.
Motivation level that affect the buying behavior. Every person has specific needs such as for example biological, social, and physiological needs etc. Moreover, these necessities change from one person to some other because everyone has priority in his needs, and some of these natural requirements are pressing more than others. So, These needs which are pressing highly turn into motive for a person to attain satisfaction.
Perception is an activity to produce a meaningful experience in your brain of consumers that have three guidelines: Select, organize, and interpret information. Furthermore, there are three unique perceptual methods. First method which is selective attention, this case is used by marketers to seize customers’ attention. Second approach is definitely selective distortion, this circumstance is used to interpret the information available about the merchandise in a way to support the customers’ beliefs. On the other hand, third method is usually selective retention, which is used to retain info that supports consumers’ beliefs.
Every customer has certain belief and attitude towards different products. However, a few of these beliefs and attitudes marketers are enthusiastic about them because they have an impact on buying behavior and make up brand image. Moreover, there are some campaigns done by advertisers to change buyers attitudes and beliefs. (Kotler & Armstrong, Principles of Marketing, 2001)
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