Marketing Plan For A Brand

The reason behind this is it is perceived that such upper class brands are purchased only by upper class market segment. This kind of perception influences all key factors that are involved in buyer decision making process. In this study it shall be analyzed how upper class brands within John Lewis are able to attract customer’s attention belonging to lower income class segment.

It has been identified from the earlier researches that brand credibility and endorsers credibility share common fundamentals positively contributing to the brand equity such as trust worthiness and expertise, brand equity is based upon overall satisfaction of the consumer with the brand’s services and perceived quality, most of the prior studies are conducted on the telecom sector and on other fast moving consumer good items and are of quantitative nature. Banking sector is the best example of relation based service providers. Less work has been done in Pakistani market in the retail banking sector with respect to the impact of endorser’s credibility along with the brand credibility. Habib Bank Limited is one of the most credible and well

The purchase decision, according to M. Delong (2004), can be stimulated by the knowledge about brand and customers tend to rely on the brand image they know already. Thus, marketers have an initial goal to construct the brand image that would entice consumers to purchase that particular brand. The brand image is constructed through advertising, word-of-mouth, reference groups, celebrities, and media (R. Mihalcea and I. Catoiu, 2008). Creating a specific meaning of the brand through media, celebrities

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.

Branding in a business is important as it shows the reputation of the business. The importance in the buyer’s behaviour can affect the businesses sales, as it can increase or decrease their sales. Consumers are responsible factor for the sales of any products or services, so when a new product is being released in the market, understanding consumers buying behaviour becomes very essential. The business has to study and understand the

After reading these two articles Consumers and Their Brands: Developing Relationship Theory in Consumer Research by SUSAN FOURNIER and Conceptualizing, Measuring, and Managing Customer-Based Brand Equity written by KEVIN LANE KELLER. The main idea of these two articles is exploring the relationship between consumer and brands. And this do interests us and we learn a lot. .

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

Perceived value is a subjective evaluation. In addition, an affective attachment to a brand can influence cognitive evaluation. The essence of brand identification includes affective attachment with the brand, thus customers are more likely to evaluate the value of the brand in a favourable way if the customer has a strong brand identification. Furthermore, He et al. (2012) found that, although not dealing with brand identification, research shows that relationship quality and intangible assets such as reputation relates to perceived value. At the same time, brand identification involves a deep and meaningful relationship between consumer and brand as well as the fact that brand identification is to a great extent related to corporate reputation. Thus brand identification influences perceived value. However, it is important to note that perceived value affects both customer satisfaction and brand trust in a way that leads to brand loyalty. In other words, perceived value can have a direct effect on brand loyalty but also an indirect effect on brand loyalty through customer satisfaction and brand trust (He et al.

Bhakar et al. (2013) have pointed out that a positive brand has positive impact on the purchase intentions of a customer. In order to avoid the negative COO effects, companies ought to focus on building a positive and strong brand image for their products in the minds of customers (ibid).

Dawar, N. and Parker, P. (1994), 'Marketing universals: consumers' use of brand name, price, physical appearance, and retailer reputation as signals of product quality", Journal of Marketing, Vol.58No. 2, pp. 81-95.

Customers can make different judgements as regards a brand. Customers put together imagery and the different brand performance to make the judgement (Lane Keller, 2011).

The influence of the WH brand of the visitors’ choice is considered a consequence of the brand awareness, because the customers depict a set of associations in their mind about the brand affects his judgment or the purchasing decision process (Keller, 1993; Aaker, 1991). Due to that fact, measuring the accreditation of the WH brand with the visitors’ decision is relatively investigating together with the brand awareness (King, 2011; Phosikham, 2010; Yen and Morison, 2008; Marcotte and Bouredeau, 2006; Hergesell, 2006).

In this particular dissertation, the researcher has mainly focused on whether customers ' perceptions changing as per the brand image and brand value of products. In this study, it has mainly focused on the Hampshire Cosmetics Ltd.

This results in the consumers differentiating the brand from its competitors as a result of likelihood of consumers purchasing the brand. Hsieh & Huang, 2013 also suggested “the connection between brand and brand image is complementary. A positive image not only shows the characteristic of a brand, catching people’s attention, but also promotes the positive merits and values of a brand, as well as the loyalty of consumers.” Hence, the author believes that as brand image is described as a perceptual phenomenon also acts as an important factor that contributes to the perception differences among

The confidences that consumers have in our brands is a result of our company’s many years of knowledge in marketing, research and development, as well as continuity – consumers relate