This report will discuss the concepts of branding in accordance with customer loyalty and brand promotion. The report will also highlight the features of a brand loyalty and its importance in the context of the organizations. It will also emphasize the importance of brand promotion. …
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Extract of sample "The Role That Customer - Brand Identification Plays In Brand Loyalty and Brand Promotion"
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A brand is principally responsible for establishing a strong relationship with the customers. Therefore brands hold the accountability to build a healthy and strong relationship with the customers of the company. In that process customer brand identification plays a major role. Brand identification is defined as the process of developing a brand that offers positive consumer benefits and in turn results in repeat purchase. Also in the process of customer brand identification, identity of a brand acts as a significant factor.
Identity of a brand provides the direction, meaning and purpose of the brand. Brand identity is thus considered as the central unit towards the development of a strategic vision. Brands generally have 3 aspects namely brand image, brand identity and brand position. Brand image portrays about how the brand is being perceived by the customers, brand identity is about how the strategist desires the brand to be perceived by the target audience. Brand positioning is also a part of brand identity; it is about the way by which the intended audience can be effectively targeted. However modern studies highlights that branding has 5 aspects that are, design, positioning, customer relationship, storytelling and price (Healey, 2008, p.8).
Thus in order to sustain with a brand in the market and continuously communicating the messages to the target customers, Relationship Marketing is a key process. The next half of the project will offer insights about relationship marketing.
The area of relationship marketing has been an area of focus for the last few years. Relationship marketing mainly puts emphasis on the retention of customers rather than acquiring new customers. It heavily stresses on the process of customer satisfaction and gives less importance to sales transactions. Relationship
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While a number of people identify brand by the logo of the company and audio jingle, a brand is denoted as one of the largest identification elements. Brand is a concept which is set in mind as a prospect. It is nothing else than an ongoing motion in which the consumer interchange marketing value in terms of financial value, by taking the advantages of the benefit that the brand provides to their consumers.
3.1 Research Approach This research will use a positivistic approach to assess the impact of specific variable, CBI on outcomes like customer loyalty and customer satisfaction. A positivistic approach aim is to enables the researcher collecting data in an objective manner (Aronowitz and Ausch, 2000) and to discard extraneous variables and to hence prevent the context from affecting the quality or the integrity of the collected data (Barker, 2005).
The paper has reviewed a number of journal articles in order to offer insights about the impact of customer brand identification on the process of developing customer loyalty and brand promotion. In this context, it has been found that a sound customer brand identification process helps a company to develop a larger base of loyal customers.
have good attitudes toward a Brand shown through repeat purchase behavior and recommendation of the product; the most important aspect of Brand Loyalty is the true good feelings of a consumer towards a product. This essay will deal with the aspects of Brand Loyalty.
Decision making and problem solving are related concepts, each of which requires use of innovation and creativity in realizing available options. Brainstorming is commonly employed to achieve this purpose. Problem solving skill itself makes use of the decision making ability, while decision making is required for effective leadership and management.
The intention of this study is a brand as a sign, term, symbol or design or combination of all these used by the marketers to differentiate the goods or services from that of the competitors. From the customers’ point of view brand can be viewed as a sign, term, symbol or design or combination of all these used by the customers to differentiate the offerings that off the customers.
BRAND EXTENSION STRATEGY: Different strategies and techniques are being used by the organisations in order to manage the brands and increase the brand value and worth (Mzungu, Merrilees, and Miller, 2010). One of the important strategies in this regard is of the brand extension.
Adverting is the effective method of transmission of the message to the target market to fulfill the deepest needs of customers. The amount of consumption of goods and level of advertising exposure in society forms a direct connection. This resembles the fact that advertising forms an active connection with the consumer behavior decision process.
arge organizations worldwide such as LG, Sony, Samsung, Del Monte, Coca-cola and Pepsi spend millions in advertisements and promotions to ensure that there customers remain loyal to there brands. Having loyal consumers ensures a steady flow of the firm’s products and hence the