The Role of Advertising and Branding Within the Laptop Industry - Dissertation Example

The basic intention of marketing is to satisfy and fulfill the need of the organizational profitability and wants of the aimed consumers. The consumer is considered as God in marketing so (Skalen & Et. Al., 2008), the process of marketing and its planning revolves around the consumer. Marketing helps in identifying the prospective consumers, stacking up of brand in the competitive environment, and most importantly the wants and intentions while making a buying decision. Long back, almost 35 years, Peter Drucker had viewed that it is the mission of an organization to “create customers” (Kotler, 2000).

It had been particularly pointed out that companies could raise their revenues by 25% to 85% by attaining a decline in defections of consumers just by 5% (Reichheld & Teal, 2001). Meanwhile, from the era of 1980, the most noteworthy and conventional theory of marketing came into existence which was brand equity (Donthu, 1995). The implication of a brand was acknowledged in the strategy of marketing. According to Keller (1998), brand equity depicts “added value” that a product is capable of branding which not only proves advantageous to the companies but to the consumers as well.

Aaker (1991) stated that brand equity which is consumer-dependent is the degree of different outcomes that the brand enjoys on the reaction of the consumer to the particular brand marketing. Consumer behavior not only includes the process of buying decision but also provides an insight into the intentions and influences that trigger the purchase of the services and the products. In today’s age of increasing and tough competition in the business environment, a great deal of stress is rested upon the development of brand image which would serve as a basis for discriminating consumers.

Advertising plays a crucial role in establishing a brand image, be it at retail, corporate, or product level. Advertising in a way educates or informs the consumers about the functional abilities of the product. It also in the process of advertising, instills within the brand symbolic values and implications that are of relevance to the consumers.