Consumer Behavior And Its Effect On Influencing Brand Recognition

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

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

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”

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.

Bouhlel, O, Mzoughi, N, Hadiji, D and Slimane, I,B. (2009) Brand Personality and Mobile Marketing: An Empirical Investigation. World Academy of Science Engineering and Technology.

Critical Investigation of the Relationships between the Brand Personality of a UK’s Sport Team and Customers’ Identification.

Brand personality is a set of features and human characteristics that is associated with the brand. As one of the most important promotion tools, it will attract the target audience 's attention. A brand personality that is well defined will lead to customer trust, emotional attachment and loyalty. Better communications between a customer and product is one of the results of

Brand image is the impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). It is set of feelings, emotions and experiences that are linked to the brand. While brand personality is the image the company wants to convey through the different brand architecture (logo, name, Marketing mix, and communicated messages) and they have control over, the brand image is the subjective mental picture of the brand. It is developed over time through advertising

Ted Baker’s brand differentiation and consumer loyalty can further be related to the characteristics theory, which was developed by Kelvin Lancaster in the mid-60’s and it is based on four key assumptions:

Brand Personality: “A brand personality is the set of traits people attribute to a product as if it were

Just like human beings, a brand soon assumes a personality. It is a set of characteristics associated with a brand. Drawing analogy with human personality, brand personality is unique, distinctive and enduring and provides the brand a differentiation from competitive offerings. It is built by the overall experience of the consumer with the brand , which inturn is affected by the expected value from the brand.

Brand personality is a set of features and human characteristics that is associated with the brand. As one of the most important promotion tools, it will attract the target audience 's attention. A brand personality that is well defined will lead to customer trust, emotional attachment and loyalty. Better communications between a customer and product is one of the results of brand

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

As consumers play an important role to businesses, businesses must always satisfy all consumer’s wants and needs. In order to do so, marketers conduct research to learn consumers’ impression and awareness on the companies and their opinions on the companies’ products and services. Consumer perception is defined as a process where consumers select and gather information then form opinions regarded products. Together with advertising, consumer perceptions strongly affect consumer behaviors. Consumer judgment study offers the companies opportunities to know how their consumers behave in the market and to develop marketing strategies in order for the companies to reach the primary goal of earning a profit.