Marketing Procedure For A Business Organization

Customer perception of a brand is based on how the company positions its brand in the marketing to generate that impression in their minds. This positioning is based on the company’s market position and its competitors’ positions.

Companies across the world are determined to compete for the survival of their brands. The magnitude of success of the marketing and advertising strategies of a new or existing product is majorly depended upon the organization itself. As a matter of stated facts when an organization advertises its products in the market they first have to identify the relevant answers of some questions like what is the product aiming at? What benefits will the user seek by this product? How the organization plans to position itself within the market and what differential advantages will the product offer over the competitors. Because the bottom line of all marketing and advertising campaigns, is to provide the suitable collection of benefits to the end users of the product. Successful companies are usually recognized as iconic brands. Success of a

There are many factors which can influent consumers make decision whether they purchase the product or not, such as physical environment, perception, personality, lifestyle and culture. Customers will change their mind to not buy a product because of style, color, price or their own idea changed, such as consumers will notice the image of the brand instead of the function of the brand.(Ferrell, 2005).For example, when P&G has just entered in China, its original position of brand “Rejoice” all-in-one shampoo is bring people convenience and flexibility of their hair. Later, P & G in market development found that consumers most need is to establish self-confidence, then from 2000 “Rejoice” reposition its brand to “self-confidence” instead of “convenience and flexibility” for the demand of consumers. (Hartline,2005) Consumers are the focus of the marketplace because whatever merchant do is all attempt to attract their needs and desires. Merchants are not only the people who sell products to consumers, but also should see the investment with a long-term sight. Consumer needs is changeable, maybe sometimes it will affect a firm’s original plan, but firms should always remember that consumers are god. Then a firm probably has a great prospect.

“Generally we define brand equity in terms of effects of marketing that influences brand. Brand equity relates to fact that various customers results owe to branding or services or products. There are various views concerning brand equity and researchers have focused their study on brand equity as it is most essential element of branding and impacts satisfaction of customers to great extent. (Keller 1993, 42–44)”

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.

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.

Brand awareness means the salience of the brand in the customer’s mind which includes: recognition, recall, top-of-mind (Keller, 1993, Aaker, 1996) brand dominance, brand opinion, brand knowledge (Aaker, 1995). Recognition works effectively for a completely new or unknown brand whereas recall and top-of-mind are effective for well-known brands (Aaker, 1996). Keller, 1993 found that advertising enables brand recall which brings marketing and advertising success whereas Ehrenberg et al, 2002 opined advertising maintains brand salience to provide a competitive edge to the brand and stimulate brand awareness. Potential buyer gain brand awareness from advertisements which drive consumer for ultimate purchase (Ehrenberg and Barnard, 1997, Abideen and Saleem,

This report aims to find out the relationship between customer value and marketing. In particular, it focuses on the necessity of marketing and the composition of customer value, research on the connection between these two concepts. In particular, it indicates four elements of a market, which are price, place, products, and promotion (4Ps). The other vital part of a market is customer value, it has been divided into instrumental value, hedonic value, expressive value and cost value. Customer value and marketing connect to each other through the supplier help people do better- buying decision and improve products through the customer value.

Brand identity can be said to be an insider’s perception of the brand manager’s decisions of what he wants to communicate to its actual and potential customers. However, in a long while, a product’s brand identity may require, generating new attributes from consumer’s perceptions and not necessarily from the company’s marketing communication it provide

According to the researches by Louviere et al. (2002), it supports that the quality perceptions of the customers will probably rise through the brand credibility. Researchers also find that brand credibility can probably increase that guests will contain the consideration set of the brand (Erdem and Swait, 1998).

With the growth of world economy markets became flooded with competition, organisations started to understand the importance of building strong brands (Norjaya, 2007). Aaker (1996) said that well-known brands brought loads of advantages and allowed companies to establish their identity in the market. Brand equity is built on brand identity and brand image therefore it is important to study those 2 topics (which in my eyes are inseparable) fully. Brand Identi-ty is something what company is promoting and wanted to be seen, whereas Brand Image how the company wants to be seen, where the second one is the actual portrait of the compa-ny on consumers’ minds (Yastrow 2013; Keller, 2003; Kotler et al, 2009). Keller (2003) said that organisations are spending huge amount of money in order to bridge the gap between brand identity and brand image, essentially smaller gap would mean that consumers are be-lieving in brands core

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 mentioned in the introduction, Gil, Andrés and Salina (2007) have mentioned that family can affect brand awarenss, associations and perceived quality of a brand. Brand awareness is linked with brand salience. It refers to the ability of customers to recognise a brand in various circumstances. It can be seperated into breadth and depth of brand awareness. Breadth of awareness represents the different circumstances among various products offered that customers can recall the brand. Depth of awareness represents the degree to which a customer can recall a brand (Keller K. L., 1993). Values and memories of a family can influence customers to perceive the brand (Gil, Andrés and Salina,

According to Mohmmad Doostar and Maryam Kazemi (2012) researched the impact of brand equity and purchase decision of final consumer. The researchers have used the model of brand equity according to which brand equity has four dimensions perceived quality, brand loyalty, brand image and brand awareness. The methods to gather information in this study used were library (specialized texts) and field methods (questionnaires collected); the target population in this study was the buyers of the

This study was conducted in Chitungwaza and Harare urban markets in Zimbabwe as the target market. The purpose of the study was to assess the level of the brand awareness and factors