Brand Effect Of Brand On Our Society

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 what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

An important tool in marketing, to a successful product, is its company brand name. Today the impact on branding a product has greatly increased the interest of the researchers and the academics. A brand name of a product arouses emotion, memories and a close relationship with the customer. On the other hand, global branding has a greater impact on the customers throughout the world. When it comes to globalization, the growing and expanding of a business solely depends on the brand of the product.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Manras (Brand and its Importance, 2011) defines brand as a sign, symbol, name, term or design or a mixture of them, which is designed to recognize the goods and services of one seller or group of sellers and to differentiate them from the competitors. Do not stop at tangible aspects, a brand also implies emotional one, such as personality, value, attitude and a story behind the brand.

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

Nowadays the global market is quite attractive for high competition environment. In order to be visible in global market, brands can be used to play an important role. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

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).

In accordance with assorted definitions of brands, two approaches of defining a brand are derived. The traditional one is a practical view which articulates a brand as a product identifier, including the source of the product (Aaker, 99 ). According to him, “a brand is a distinguishing name and/or symbol which intended to identify the goods, services of either one seller or group of sellers and to differentiate those goods or services from those of competitors”. Another approach, as holistic view, presents a brand as more than just the product (Styles & Ambler, 995).

Success of a brand name that is potent enough to convey the quality of the product to the customers is widely depended on the brand positioning strategy. This majorly deals with the appeals the brand name offer to capture equally the mind and heart share of the market in a way that the world may have never seen. The conditions that may prove favorable to successful branding are a brand name should be comprehendible, memorable, easily pronounceable, associations affiliated to a brand, the strength of competitors' brand name, and the legal registration of a brand

Holt (2004, 2006) tells that brands are cultural symbol expressing the identity (rituals, language and iconic activities) of consumers. Brand is described by a symbol or name that people use to discuss about particular service or product. Brand symbol is very significant for giving a unique image to any type of brand. The author recommended the classification of brand community as very difficult and complex fact. This makes the whole article more complicated to understand. Schau et al. (2009) have defined 12 practices related with brand communities. These practices are distinguished into impression management, community engagement, brand use and social networking. However, It is not easy task to separate the brand communities from other communities because of their broadness and complexity in characteristics. The authors have written about one characteristic that make brand community different from other type of community- to make a brand as the surpassing all other association. Firstly, “brand” is a central point of brand community which is shown by symbol (linguistic marker, visual marker and

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 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

The dawn of 20th century is the initiation of production of goods and services which were consumer focussed, instead of the usual trend of mass production. Due to economic growth and diversified consumerism, there arises a need for the manufacturers to give additional products of to the market for their survival while still retaining their so called “BRAND” name. Knowledge of the brand communities assists manufacturers preceding the launch of new products so as to retain the positive attitude towards the product and brand as a whole. The influence of brand has grown to the extent that even in accounting there is value allotted for intangibles like goodwill of a company, which mostly contributes to the brand name. Consumers are happy to pay more to get more sophisticated products to blend in the community than left aloof. More brand oriented groups are evident; credit goes to the social media which is prevalent and influential around the globe and contributes to the growing consumer base of reputed brands like Apple, Microsoft, Harvey Davidson motorcycle, etc. (Stratton & Northcote, 2014)