Essay On Brand Choice

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

The brand must be distinct and stand out in ways that relevance to consumers’ needs so as to be chosen by the consumers among thousands of brands in the market. However, before consumers respond to the brand’s communication efforts, the brand must be understood and understood correctly. That familiarity leads to a strong, positive consumer-brand connection.

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.

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,

However, two questions often arise; What makes a brand strong and how do you build a strong brand. Keller developed the Customer-Based Brand Equity (CBBE) model on how to build a strong brand by following four steps (2001). It provides a unique perspective on what brand equity is and how a brand should be built, measured and managed. The four dimensions represent fundamental questions that customers invariably ask about brands and relate to brand identity, brand meaning, brand responses and brand

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,

BRAND IMAGE AS A SUM AFFILIATIONS OF BRAND IN CUSTOMERS ' MEMORY, LOYALTY, AND PURCHASING DECISIONS (HE AND LAI, 2014)

How do your kids stay organized during the school year? As for my kids, they have Mead Five Star products to help them. I share some ways on how your kids can keep organized all year long.

As I’m driving down veterans Blvd in my small hometown, all I see are billboards to my right and left covered in ads. The windows to businesses are covered with ads in large print. While listening to the radio I hear advertising. When I walk in to the local grocery store there are salesmen with brochures who greet you and want a brief moment of your time. Ads are in my email. Businesses are constantly finding new ways to advertise their brand. Even marketers are advertising at the neurological level. Advertising persuades consumers to purchase their products. The product is labeled with a brand. We live in a world where consumers fall prey to buying a brand and not the product.

Marketing your personal brand online can be a challenging task if you don't have the right tools. In a lot of cases, the online world is pretty oversaturated. When many people hear this, they get discouraged and decide to quit. However, if you remain consistent diligent and innovative with your tactics, you can successfully promote a solid personal brand online. Consider using these channels.

Among the ten interviewees (see Table 4-1), merely one person can recall her memory of a Creative Expo Taiwan 2016’s sponsor, Taiyen Culture & Creative. The other nine people have the difficulty in recollecting the memory of the sponsors. Therefore, they require the assistance of the researcher to remind them of the brand names of the sponsors. The issue of little recognition can affect the profit of the sponsors and the brand image enhancement negatively based on the theory of Aaker (1991). Furthermore, based on Aaker’s (1991) theory, the reason of the unawareness of Creative Expo Taiwan 2016 sponsors’ might be the failure of letting the public realise the brands’ products and services. The occasion of unfamiliarity and unrecognition happened to almost every interviewees except Interviewee J because of her extended work experience and higher economic situation (see Table 4-2). Based on the awareness pyramid (Aaker, 1991), in the result of interview, ten people can recognise the brand name of BMW without difficulty, and knowing their products and services clearly (See Table 4-2). Among the other four

Why people agreed to pay Rs.5 for attending Narendra Modi’s Rally? Why do we have people who build temples in name of Rajnikant and Amitabh Bachhan and not for any other equally successful movie star? Is it only because of the talents possessed by these individuals or something beyond that? Do these personalities “brand” themselves and consciously do or refrain from doing things that affect their brand image? We all already have a personal brand, every person does. In our profession, industry or area of expertise, our personal brand has grown like a pearl inside an oyster, built from layers of our behaviour, treatment of others, the result of our work and the things

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,