Consumer-brand relationships NAME: AFFILIATION: UNIVERSITY: Introduction to Consumer-brand relationship In today’s dynamic and competitive environment, the companies are compelled to do investments in avenues that will support them in attracting and retaining the customers along with nurturing the brand relationships with them so that they are able to create a distinctive image in the market…
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When the concept of branding is applied in the marketing strategies, there is a huge possibility that an effective consumer-brand relationship is created. The marketing experts have realised that the customers have become more informed and have easy access to a wide range of choices and the only way to get competitive advantage in the respective market is to strengthen the consumer-brand relationship which means getting the customers emotionally involved with the brand (Bengtsson, Bardhi & Venkatramann, 2010). It is stated by Frank et al. (2010) that the companies that will ensure that they create a highly gripping, pleasurable, consistent and compelling experience of brand for their customers which will enable it to get the top ranking in the market. However, the companies that strive to strengthen their brand just to obtain monetary benefits or don’t take account of the customer’s preferences are often unable to create a healthy relationship with their customers. ...
Theoretical perspectives of Consumer-brand relationships Brand has been defined by many researchers in different ways as there is no concrete definition for this terminology. The most easiest and raw description of a brand is “awareness about a product or service offering” (Thomson, MacInnis & Park, 2005). According to Carlson, Donavan and Cumiskey (2009), a firm has to promote its brand which comprises of creating a name, broadcasting it to the target market and then implementing it on its corporate identity or the set of service or product offerings; the brand is the key element that highlights the presence of a company and its product or service in the market. Every organisation has to market its brand so that it can create a brand identity which is the set of associations that consumers develop about a certain brand (Bauer, Heinrich & Martin, 2007). For instance, Disney World is considered to be the best place for fun, adventure and enjoyment; it is the destination that everyone wants to go to have the spectacular experience of their lives with family and friends. Disney World has further strengthened its brand image by making valuable additions in its service offerings so that it can meet the changing demands of its consumers. In order to create a good and effective consumer-brand relationship, the marketing managers of a company have to use the logos, taglines, product attributes and other aspects in the marketing activities to differentiate the brand from its competitors (Carroll & Ahuvia, 2006). The basic requirement of strengthening the brand-consumer relationship is to give the most sensational brand experience to the customers by using all available sources such as promotional events, advertising, Websites and Customer Relationship
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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.
Brand personality is a group of personal characters related and connected with a brand. Jennifer Aker, in her book, Dimensions of brand personality,” Journal of Marketing Research, defines brand personality as “a sequence of individual characters related with the brand”.
“Brand can be defined as “A name, symbol, logo, signature or a combination thereof that defines a manufacturer's products or services through differentiating them from competitors' products or services and offers perceptions such as quality, value, prestige to the consumers” (Pars & Gulsert, 2011, p.228).
According to the research findings, it can, therefore, be said that five categories as represented by sincerity, excitement, competence, sophistication, and ruggedness provided examples of the aforementioned brand personality that provided insight into how brand personality is used in products we recognize.
Customer Brand Acceptance (CBA), Customer Brand Buying (CBB) and Customer Brand Commitment (CBC) have become more of notions than of strengthened research outputs. Two dimensional concept of brand loyalty has been studied2 along with a number of other frameworks and methodologies3,4.
tity is one of the most effective strategies through development of unique products as a means of communicating its identity to both the clients and the stakeholders. In addition, it is significant for the company to utilize a marketing mix in relation to branding. In marketing,
BRAND PERSONALITY Introduction According to Aaker and Fournier (1995), brand personality is the “set of meanings constructed by an observer to describe the ‘inner’ characteristics of another person…that can be used to summarize complex behaviors and form expectations of future behaviors’ (p.
Founded in 1906, it is a business organization with vast marketing experience of over a century hence having an advantage over the rest the competitors in the market. The Xerox Company has developed different brands in the market, done sales promotion and therefore has been able to win customer loyalty thus boosting its sales and revenues.
The development of brand personality is the decisive aspect for brand accomplishment as it assists to set apart a particular brand from others, builds up the emotional characteristics of a brand and enhance the individual significance of a brand to the customer.
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