Marketing Information System Case Study

Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137. Retrieved from http://link.springer.com/article/10.1177/0092070300281012

Brand equity is an important asset for any organization. It is also an assets that offers an organization or a brand a road to success. Brand equity is important because its brand's product is closely associated with its premium price in the market. An organization or a brand with positive brand equity typically have higher quality products and services when compared to similar generic unbranded products. Furthermore, brand equity is important because it helps an organization or a brand to strengthen its competitive edge in the market. It is important to an organization or a brand, the reason are that it help lower the marketing costs and allows a brand to enjoy higher brand awareness and brand loyalty. Therefore, the ultimate goal of a brand

This paper explores the interaction between brand orientation and market orientation. Brand orientation is an inside-out, identity-driven approach that sees brands as a hub for an organization and its strategy.

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.

Macdonald & Sharp, 2003 states that it is a strong influencer in the buying decision consideration process, as most of the consumers prefer buying brands they are aware and would like to be confident when making the purchase decision. The cost of acquiring customers is a significant expense for most businesses so higher brand awareness will help draw potential customers with little or no costs. Retaining customers is an even harder process than the former so strong brand loyalty among the customers will help sustain the business on a long term basis. Popular brands often use tools like newsletters, promotions, and satisfaction surveys to stay in touch with their existing to pool of customers in order to maintain brand awareness among consumers. Brands should also focus on research related to aided and unaided brand recall as it can help bring down marketing costs significantly while increasing the management’s understanding of the business (Holden, 1993). Aided recall looks at what thoughts/feelings the customer associates with the brand while unaided recall looks at what brands of a specific product category the customer can think of without any prompts. The former helps marketing professionals to focus on building brand awareness to attract new customers whereas the latter focuses on improving the brand image among existing customers. Simply put, the more people are aware of the brand

On the other hand, an important part of a firm’s market program is developing, building and conveying a brand image in marketing communications to influence consumers’ perceptions and create loyal customers. According to Kitchen et al. (2004), “IMC is to enable various messages from different communication channels coming together to create a coherent corporate and brand image”. Furthermore, IMC has been a business strategic process that could contribute to build brand value and affect the consumers’ perception of the brand (Schultz, 2004; Madhavaram et al., 2005), this can change consumers’ awareness and loyalty. Similarly, Reid (2005) provides support that IMC plays an important role that makes company more efficient in building and maintaining brand image and customer relationship. That is, effective communication can facilitate the formation of brand awareness and a positive brand image in the consumer’s mind. In other word, brand image

Within the context of evaluating marketing opportunities, brand value relates to the intangible aspects of a company that act as a major source of competitive advantage and benefit for both consumers and sellers. For example, a strong brand value allows for a faster purchase decision process for consumers as information can be gathered quickly, and alternatives will often not be considered with equal weighting. Healy confirms this stating that “Good brands create shortcuts in product choice” (p. 136).

According to Voon (2006), the organization who has provide services without doing much research through market orientation has less impact on customer satisfaction and customer loyalty as compare to the organizations who provides service-driven market orientation. Another researcher also deduce that the there is always very strong relationship between market orientation and service quality. The company which provides their services to the customers after doing proper market orientation, their performance in the market will improve and the company earns huge reputation among the

In the modern era of marketing, brand management has proved its importance by being a widely discussed topic. While brand value was primarily connected with customers only, its importance into non-customer areas has been acknowledged. Brand equity and brand value are argued on their relation with relevant stakeholders. In this assignment I am reflecting on the importance of managing these stakeholder relationships.

Brand awareness is a fundamental attribute of customer brand equity. It tends to be an underestimated component of brand equity (Tong & Hawley, 2009). Brand awareness includes two elements which are brand recall and brand recognition. According to Aaker (1996) there is a positive relationship between trust, value and brand equity. Trust is the faith put into a brand with regard to its quality, consistency, etc. Value is created by providing a solution to consumers’ needs and wants in a way that the cost to the consumer is fair considering the benefits gained (Aaker,

(Ahmed H. Tolba, 2011) The brand performance has been studied in terms of the market share, ability of the company to charge the price premium, and its distribution coverage. The more the companies evaluate their performance on increasing the market share and enhancing the coverage of the product, the more are the chances of the brand extension to succeed in the market.

Brand equity not only concerns itself with the measurement in terms of the financial position of the company but also the consumers’ attachment and attitudes towards the brand (Baines & Fill, 2014).

Authors have introduced a country of origin framework which has 3 different dimensions of COO which impacts consumer’s perceptions, those 3 dimensions are called “Affective”, “Normative” and “Cognitive”. This framework was heavily used in modern research of COO effects on brand equity, therefore I will employ elements of this framework in conducting my own research.

Marketing is a system based upon information, which can be used in terms of developing business strategies, increase organisation’s return on investment, allow for more successful innovation, lead to better branding efforts, increase the effectiveness of your promotional efforts and strengthen any company’s web marketing efforts (Martin, 2005).

profits is a research gap. We expect to fill this gap by shedding light on the following