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With a clear level of branding architecture, an organization can decide on the level of branding that will receive the greatest support and emphasis. In addition, the organisation can also establish and define the relations between the various brands in the organisation. Branding has moved into the daily lives of individuals in the Western societies affecting more sectors than ever before as the competition for audiences among companies intensifies (Owen, 1993). Branding is no longer a concept limited to companies, as there has been a rise of the practice in universities and other institutions. However, as branding becomes a mainstream practice and concept, it risks being misinterpreted and misunderstood. This is because branding is not only creating a logo and graphics to represent a company, person, or country (Healey, 2008). Branding is encompassed by the perceptions of the reputation as well as the tangible look and feel of the company, service, product, individual, or country (Hestad, 2013). It relates to the behaviour of the company as well as the customer experience. Therefore, the concept of branding, applies to aspects that are within and outside the organisation.
Consumers usually generalize their attitudes and perceptions across services and products based on two key factors (Hansen & Christensen, 2004). These factors are the impression they form on product attributes and the credibility of the country of origin of a brand or product (Hansen & Christensen, 2004). The product attributes include value of money and product quality while the credibility of the country of origin of a product is based on the individual’s familiarity of the country of origin of the product. These two factors are responsible for the creation of a favourable perception in a consumer that influences them to purchase and use a particular product or brand.
The challenge, however, is the formation of stereotypes that are responsible for influencing individuals’
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In a market with a very high proliferation of local, regional and international brands, celebrity endorsement was thought to provide a distinct differentiation. But over the years, many aspiring brands in Asia have jumped on to this celebrity endorsement bandwagon.
In addition to product the arguments put forward will need to clarify where young people are most likely to respond to these marketing techniques; whether on the internet by way of website and blogging advertising, through the medium of television, in shops or from billboards, leaflets, or via text messaging.
Into the initial secondary research, it was found that there are many various studies in the field of branding and consumer behaviour, all of them focusing on the existence and influence of age demographic factor but not paying much attention on its role and influence in consumes' choice of clothing and grocery brand.
The merger would fill holes in each company's shoe portfolio. Reebok is strong in tennis, fitness and basketball, while Adidas has a grip on soccer and team sports (Petrecca, and Howard) Thus the merger will help both the companies to diversify their portfolios and to expand their market to other territories.
The reason for undertaking this project is because the world of branding is very interesting and complex. The consumer behavior is more or less related to psychology, as has been told by Sigmund Freud.
This is often achieved by developing and using effective strategies that enable it achieve this objective. Branding is one of those ways that a business uses in the process of creating and marketing its products to clients in the market.
The modern market place is very
5 Pages(1250 words)Research Proposal
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