CHAPTER 1
INTRODUCTION
1.1 BACKGROUND OF THE PROBLEM/STUDY
Branding is one of the most important aspects of the marketing arena. In this world of ever increasing competition and removal of barriers to trade due to the enforcement of the WTO (World Trade Organization), branding has become even more important. In a situation where a multitude of alternatives are available to the consumer at lower prices, the establishment of a strong brand name is extremely important.
A strong brand can make all the difference between a successful brand and a failure. Branding is at the heart of marketing. The reason for this statement is that marketing should not only be about meeting needs but also about fulfilling expectations. Marketers
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Advertising: Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. ( Arenes, 1996 )
Media Advertising: The means through which advertisements are delivered to the target audience Media include broadcast media, printed media, cinema, hoardings and outdoor media. (Pearson Education, 2004)
Impact: The striking of one body against another. (Collins English Dictionary, 2009)
Consumer Perception: It is the view point of consumers in their mind that how they see a certain brand or service provider.
Brand Satisfaction: It mean how comfortable or user friendly is a certain brand/connection is for the consumer.
Quality: The standard of a brand as measured against other of similar kind.
Perceive: It is to form or develop ideas in the mind or thinking in the specific way. (American Heritage Dictionary, 2009)
1.6 LIMITATION OF STUDY
The study has certain limitations which restricted the scope of the research. Where research includes primary data based on (Questioner) and Secondary data carries referring of books, internet and already available data, sample size for the study is about seventy individuals from Quetta region and not other cities of Pakistan. Also the research has been conducted in short span of time.
1.7 SIGNIFICANCE OF STUDY
The study will help those companies that
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”.
In other words, advertising is a form of communication as well as a marketing function where the advertiser pays for the use of the communications media. It is non-personal (compared to personal selling) and has to be persuasive and convincing in order to sell or secure favorable consideration. The advertiser has to communicate facts and ideas to the public in such a way that the information fits the needs, wants, and interests of the public (Crisostomo 4).
Brand design plays a crucial role on the customers’ purchasing decision. The brand design is the tool to promote a product by any organisation that can either attract the customers or resist them to buy the product. The chosen topic is considered to evaluate the importance of branding for any product in UK and US. As opined by Kapferer (2012, p.76), Brand Design is important when trying to market a new product or service in the market, which is new or already exists.
Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers, to purchase or to consume that particular brand. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, and billboards.
Advertising is an effective tool of communication used by marketers to deliver and communicate advertisers message and their product benefits to well defined target audiences. The message is generally communicated through the mass media which are the television, radio, Outdoor, newspapers (Print) and internet the
“Advertising typically is defined as a media-based line of communication used by a business to call the public’s attention to its products or services. Advertising is a major marketing technique” (Advertising, 2018). “An advertising message usually focuses on the key benefits of the product that are important to a prospective buyer in making trial and adoption decisions. The message depends on the general form or appeal used in the ad and the actual words included in the ad” (Kerin & Hartley, 2017).
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.
Brand strategy is of upmost importance when it comes to customer visualizing a company. Branding is critical to the company as well as the product. The company brand embodies what the company is about,including the product (Hatline, M.D. & Ferrel, O.C., 2014). Branding provides the company with leverage when it tries to enter new markets Whether that be new locations or new product offerings (Douglas, S. P., Craig, C. S., & Nijssen, E. J., 2001).
Advertising is an audio or visible form of marketing way of communication that employs an overtly subsidized, non personal message to sell or promote a product, service or idea. Advertising has become more advanced that 1960s because advertisers know more about their customer that they use to know
Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates
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.
Successful brands build successful products when the product is one that the consumer desires as opposed to needs. Companies selling these types of products must put additional effort into marketing activities like brand
According to Advertising and Promotion: An Integrated Marketing Communications Perspective, advertising is defined as “any paid form of non-personal communication about an organization, product or service with an idea from an identified sponsor.” Advertising is the most cost-effective way to reach large numbers of consumers. It also builds brand equity by influencing consumers’ perceptions. However, one of the major disadvantages of advertising is that it is very non-personal. Advertising usually involves mass media in forms of television
First of all, a strong brand can be seen as the condition for organisations to expand products, offer more service, and introduce new products (Chernatony and McDonald, 2003). Secondly, a strong brand can lead to growth marketing communication effectiveness (Keller, 2009). ‘To build a strong brand, the right knowledge structures must exist in the minds of actual or prospective customers so that they respond positively to marketing activities and programs in these different ways.’(Keller, 2003, p. 140) Furthermore, Kay (2005) asserted that the strong brand can be seen as a resource of management, which make brand extension easier and useful to build distribution network. Companies are not treated by the intermediaries (Chernatony and McDonald, 2003). Moreover, companies are comparatively easier to change price if they have strong brands. As Henderson, et al (2003) said, a strong brand can allow for premium pricing even still remain loyalty customers, which help companies to survive in the intensive competitive market.
Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.