Analysis Of The Article ' Totem Begets Clan '

The brand image is the brand's total personality impression in the consumer’s mind (real and imaginary qualities and shortcomings). It is developed through advertising campaigns over time with a consistent theme. Talbot and his team conducted social media research and there objective was to: -

A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

The second element to a community is shared rituals and traditions which represent important social processes by which the meaning of the community is reproduced and transmitted within and beyond community (Muniz and O'Guinn, 2001, p. 412; Brodie et al. 2013). Through these social processes consumers create their own interpretations of their individual community experience and use this to relate back to the brand. The consumers will then transmit these experiences within and beyond the borders of the community (Casaló, Flavián, & Guinalíu, 2008).  A ritual that has been adopted amongst the Saab brand community can be seen through this discussion:

Brand community culture play very important roles when people purchase products. People tend to buy brands that they know they can trust and brands that they know won’t disappoint them. Brand communities such as Holden car users versus Ford car users bring together an awareness to other

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

In lean economic time nowadays, only a few firms comprehend and execute approaches to stir customer loyalty towards a brand, achieve marketing efficiency, and brand credibility provided by that solid communities (Fournier and Lee, 2009). For whisky communities play critical roles in local whisky industry, new approaches for increasing their impacts are suggested.

Brand image ,as an indispensable complementarity, impact consumers ' decisions through brand associations. Brand associations make consumers have different, positive and exclusive links to products. To build a strong brand equity, companys should convey exclusive and positive brand association to consumers. For example, considering Sony, consumers alway link with colourful, creative, digital and so forth. Diverse associations have been linked with this brand. These brand associations ultimately work on consumers ' decisions.

When people are asked, “what is a brand?,” Many things come to mind. They think brand is equivalent to a logo. Once upon a time, brands were simply a mark to tell the difference between ‘yours from mine’, but since the olden days of branding cattle and differentiating belongings, things have changed quite a bit.

When totems beget clans: A case of the brand Symbol as the defining marker of Brand communities

Nowadays fashion brand is more in more participate people’s life. Consumers prefer trust high awareness brand rather than nameless brand, for example, there is a survey provided that in the whole sample was familiar with Tesco brand with 88.7% of participate people choose Tesco product (Ross and Harradine, 2011). Brand is a relationship between consumers and business, is a communication for getting familiar with each other. For instance, when someone mentioned Burberry, people will associate trench coat, when some mentioned Nike, people will associate sports wear. Brand is a logo, a name, and it also contain numerous aspects, such as, image, product quality, service, status. Brand effect will impact consumers’ choose, therefore,

In this report for the first assessment of the module Brands and Branding I will critically discuss the growing importance and meaning of brands in contemporary consumer culture. Brands are omnipresent in todays life. Everywhere you look around you can see different brands. Our life with brands already starts early in the morning when we get up out from our bed, which was made by a company with his own brand. We go to the bathroom to brush our teeth with a toothpaste e. g. from „Colgate“. Thats the way we go though the day. We write messages via „Whatsapp“ from a smartphone often from a big company like Apple or Samsung. Apple for an example is a brand which produces a smartphones, tablets, laptops or watches. But the names of these products are also brands. When I am thinking about the first smartphone my first thought rises the „iPhone“ and „Steve Jobs“. A Person and an advanced mobile phone, but also they both are brands for themselves. So you can see we are so „manipulatet“ by big brands that I had no chance to think about any other brand which also produce well designed smartphones with a high usability. They are not only lifestyle gadges which grew importance of brands. We can take a look at the brand Rolex for example. Rolex has his origin in Germany before the watchmaker has founded Rolex as a company in Switzerland in 1908. This company has a very long tradition an his watches carring their original value over decades. It is not a fashion brand and

According to Aaker (1991), Kapferer (2004) and Keller (2003), “Building strong brands is one of the most important goals of product and brand management. Strong brands result in higher revenue streams, both short term and long term”. “Therefore, the stated goal of strategic brand management is to build brands that last for decades and can be leveraged in different product categories and markets” Aaker (1996). To understand how branding effects the purchasing decision of consumers, many theories emerged in which according to Aaker (1991) has framed a model called Brand equity model and Keller (1993) has identified a model called the customer based brand equity model. Both the frameworks have profoundly focused on how consumers recognize and appraise brands by studying certain information structures (Keller, 1993; Aaker, 1991, 1997).

The establishment of a unique brand is the target of any given business. A successful brand is that which customers can easily relate to, an aspect that enables a brand to be capable of gaining competitiveness in the market. The creation of a brand that a large percentage of customers can relate to and easily identify with translates to a large consumer base. Branding is primarily directed towards creating a positive perception in the minds of the consumers, an aspect that makes the customers to understand what they would expect from a business. The development of a brand by a business is primarily processual, and ensuring that there is an effective strategy in brand development helps ensure the emotional connectivity and appeal of the brand to the customers (Powers, 341-360).

Traditional branding practice has applied a managerial perspective, with the assumption that management creates and unilaterally communicates a brand’s meaning to customers who are passive receivers (Keller, 2003 as cited in Vallaster and Wallpach 2013). Marketers endeavour to create and shape consumer perceptions of their brand [add]. Final consumer perceptions about brands are heavily influenced by a number of stakeholders, outside of the business that use social media as a platform to share their personal experience with brands. Reviews, critiques and blogs play a crucial role in the construction of a brands image, and is gaining tremendous relevance among consumers (Bonet, 2012)