Building Relationships With Customers Is A Key Marketing Objective For Most Firms Essay

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

According to (Brakus, et al,2009.) Brand experience created by the feelings and reactions associated with the brand. These feelings are brought about by brand design, communication, environment and brand identity. Brand experience is majorly centered on branding than other product concepts like brand personality, attitudes, values, equity, and association. The most important thing for a consumer today is whether the brand can add value to their lives through positive experiences. Morrison and Crane (2009) argue that there is an emerging trend in consumer behavior and marketing with consumers purchasing products and services based on the experiences of what is being sold. Many researchers have concluded that customers look for services that will leave a positive experience in their lives. This has led to an increased interest to markets who want to give their clients a memorable experience. Brand experience leads to consumer trust, loyalty, and satisfaction.

Simplified brand loyalty describes a status in which consumers determine their selves in; out of it they become committed to a brand. Thereby they continue purchasing products or services of a specific brand. At this point consumers rather spent more money on a product of a specific brand than buying from multiple suppliers within the same category. Mainly brand loyalty is a result of consumer’s behavior, which is enforced through a company’s measurements regarding branding. Branding is a process that a company runs through in order to establish a new brand. The ambition here is to strengthen a unique name and image for a product in

Brand equity is an important key to produce customer loyalty. It is a powerful factor in winning market share. It helps an organization or a brand to grow and defend market share. A brand with strong and positive image and productivity has the ability in driving stable customer loyalty. Customer loyalty is the combination of consistently positive consumption experience, perceived value of experience and also physical satisfaction towards products and services. Consumers always have a positive view on the brand they are supporting the most. Customer is a major key for a brand to success, therefore

Effectively operating a successful Durable Medical Equipment Supplies business the owner has to integrate the aspects of quality and strategy. According to the words of Peter (2012), most of the healthcare organizations are using different tools for promoting the health care quality in a productive way. If medical supply business failed to provide quality medical equipment services to the individuals it would directly affect the operations (Gupta 2016, p.56). It is the duty of the medical equipment expert to use effective systems and techniques for measuring the performance of quality improvement initiatives and plans. Now we can evaluate the quality improvement initiatives and other related aspects in a detailed way.

being “what customers get from the purchase and use of a product versus what they

It has been acknowledge (Romaniuk & Sharp 2004) that Brand salience can be defined as the propensity of the brand to be thought of by buyers when they are in a buying situations. A brand awareness strategy depends on how well known the brand is, Brand Salience is forming image to refresh their memory about the brands that can linked to consumer mind as well as the quantity and quality of the cue to brand links (Olson & Peter 2005), it is very important that consumer can connect to their mind as many cues as possible . The level of consumers’ brand awareness necessary to induce purchase varies depending on how and where they make their purchase decision for that product category or form. The brand attitude is focus on evaluating the brand, according to Schiffman and Kanuk (2007) “attitudes are relevant to purchase behavior are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet, and various forms of direct marketing”

Understanding who your customers is crucial for the success of the company. If you can identify who your customer is you can provide them with good services. In order to companies to be successful at this long term they will need to get to know there customers in order to continually cater to their needs. At Garmin International our customers base includes just about everyone in some sort of engagement. This is because the company ranges from aviation products to consumer electronics. Within the outdoor segment of the business the range of customers can vary anywhere from dog trainers to outdoor thrill seekers.

d. Customers: These vary from domestic fuel users to agricultural and aviation users of bulk LPG. All BP customers should be contacted and informed of the spillage as this might affect the supply of various products as supplied by BP. The multiplier effect of shortage of products by BP would not only mean a loss in revenue for the customer whose livelihood depend s on sale of products but also on the end user as might be in the case of retail fuel consumer and inadvertently more loss to BP.

“ The secret of successful retailing is to give your customers what they want. And really, if you think about it from your point of view as a customer, you want everything: a wide assortment of good-qualitymerchandise; the lowest possible prices; guaranteed satisfaction with what you buy; friendly, knowledgeable service; convenient hours; free parking; a pleasant shopping experience.”- Sam Walton (1918-1992) (Wal-mart service strategies)

Brand image becomes linked with a level of ability, quality, and satisfaction in the consumer's mind

a. To satisfy all their passengers EcoJET could incorporate the carbon offset fee into the flight expenses so that all customers are paying a slight fee without knowing it and to keep those who want to know they have paid the carbon offset fee, they could put it on as an optional extra in the booking process.

Recent research has established that customers can form emotional attachments to brands (Park et al, 2010), with fundamental properties and behavioural effects that are similar to their attachments to other people (Fournier, 1998). Albralt and Kleyn, (2011) confirms that the development of a strong brand identity leads to strong emotional attachment, whilst Thomson et al. (2005, p.78) suggests that a consumer’s emotional attachment is underpinned by “brand love, brand affection and brand connection”. These findings suggest that consumers with strong emotional attachment are likely to show positive signs of repeat purchase as they become committed to a brand and hold long-time loyalty

The term “Brand Loyalty” also called as “Customer Loyalty” has been in the business industry since a very long time as a model to be used in conducting business. But it wasn’t until the mid to late 1900’s that the term was actually given its due importance by making it a vital part of advertising and marketing. The concept of marketing evolved substantially from being focused on sales of a product to having Customer satisfaction to be its focal point. Studies further revealed that there was a positive correlation between customer satisfaction and Brand Loyalty.

The basic assumption that ongoing interactions help consumers form deep attachment to brands, fails to address both the intrinsic and extrinsic factors impacting consumer choice and preference, and the multi-dimensional context in which consumers and humans operate. Today, brand meanings are no longer created unilaterally, under the sole control of a firms marketing efforts, rather, it is the active role of multiple stakeholders in conveying the essence of the brand (Berthon, Pitt and Campbell 2009).