Living brands - Essay Example

LIVING BRANDS Living Brands A brand is a term that refers to the symbol of a product or service which is registered in the minds of the people. The brand dwells in the mind of the customers which constitute to a mental connection of the product or service with the people who use the product or service. This article addresses the overall concept of brand and how it lives in the minds of the people. This will entail the discussion of relevant theories and explanation of the postmodernity in the process of branding from equity to identity.

In an effort to predominate the markets, brands have a fundamental role with the aim of maximizing their profit via a process that distinguishes a brand from another for it to have a bigger share in the market. The theory of classic marketing has been modified by a belief of achievement and predominance laid down via a reasonable dimension to administration motivated by the scientific perception to the theory of economy (Ayman & Steve, 2010; p. 73). As a result from this dimension, the fundamental aim of management of marketing is to tactically rival and emerge victors in dominating the market and maximizing the equity.

The expression of learning marketing imposed through the text books and marketing behavior authenticated this tactical view as the only concept for managing the market (Ayman & Steve, 2010; p. 79). In the quest to rule the market, the living brand has a major part to play. The brands are managed by companies with the objective of increasing the profit through a method that differentiate a brand from another brand. The utilization of brands in such a manner contributes to the profitability perception to management of brands.

The final goal of profit maximization is to improve the equity of a brand. Equity of a brand is described as a group of liabilities and assets brands connected to the brand itself, its identity and symbol from the worth given by a good of service to a company or the company’s clients (Aglesheimer, Dholakia & Herman, 2005; p. 27). The limited contractual based perception of the worth of a brand determines the height for a dimension that views the process of branding as considerably formulated procedure of exchanging the economic brand for the customer’s asset.

This dimension visualizes the producer of the brand as the main active member in the process of exchange, while the consumer assumes a passive part as the giver of the response. As a result, the models of management of brand equity shows branding as a process that is steered and structured by the firm where the clients give the procedural quantifiable response that is to say the clients buy or do not buy the brand (Cova & Shamkar, 2007; p. 67). This is replicated in the famous use of the arithmetical figures such as triangles, circles or pyramids when formulating the process of branding.

As put forth by Douglas, Paul and Steven (2007, p. 9) the familiarity of the pyramid or the triangle shape in demonstration of the models of branding from a procedural system based on the monitored structured plan for, and eventually the response on the method of building the brand. This normally begins with a broad base of brand responsiveness upon which the well-designed desires of clients are fulfilled via cheaper, accessible and high rated products. Then found on profound variables, the social desires of clients are fulfilled by relating the goods with enviable and exceptional perception through activities of marketing communication.

The satisfaction of both the basic and emotional desires of consumers will finally distinguish the product from the rivals and establish a link with the consumer that in turn triggers the repeated buying and thus the achievement of brand equity (Fuat, Nikhilesh & Alladi, (1995; p. 51). As proposed by Cova and Shamkar (2007; p. 71), in order to uphold the equity of the brand with time the exceptional set of basic and emotional attractions of the brand must be built not only to establish the customer’s value, but also to provide the extra value that helps the continuous refinement of emotional and basic requirements of the consumers with the main aim of maximizing the satisfaction and eventually the profit of the firm.

To perpetually input more value, the approach by management extrapolated its efforts into the cognitive psychology in an effort to bring the awareness to the branding process. Moreover, Ayman and Steve (2010; p. 71) argues that these efforts have the potential to accurately shape the basic and emotional requirements which constitute the perception of brands in the minds of the customers. This fosters the managers of brands to assess any basic and emotional variation in the perception of the customer in regard to the brand and eventually initiate the tactical plans in reaction to the objective of as well maximizing the brand profit.

In the process of conceptually modeling this brand equity with time while continuing to substitute the duo vortex: one of the vortex takes the complicated constituents of building the brand in the firm, while the other one takes constituents of perceptions by the consumer of the brand built by the company as a coherent-emotional and position. This perception of brands as an easy construct or position in the mind of the customer, resulted into some authors to come to a conclusion that a cogent advance to branding process shows the concept ‘brand’ as a literal name or signal that is tactically worth as a method to distinguish a good or service in the market for equity or profit.

In regard to this simple perception of process of branding, the advance on equity is normally considered as unfinished perception of the procedure. Besides, the dependence on the equity method on a single coherent economic theory miss out the reality of brands in their social set up. Therefore, the major assessment of the equity loom is found on the essential scientific method of managing brands. To demonstrate, it is discussed that the exceptionally rated managerial loom of the equity brand influences the brand relics to establish an identified brand for consumption or use by the majority which is consequentially an overlook of the way the customers perceive the brand in their minds (Aglesheimer, Dholakia & Herman, 2005, p. 29). This is all culminated in the minds of the consumers.

In conclusion, the approach on equity presumes that the brand is unresponsive, totally controlled, object that does not have the capability to establish a discourse and therefore determine the individual connection, with the customers who buy the brand. Even though the approach on equity identifies emotions in the building of the brand, it’s essentially steered brand relations which are directed by the cognitive psychology that aligns or seems to result in a modeled image or individuality.

As noted by John and James, (1995; p. 32) research on the behavior of consumer in a tactical marketing setting were fundamentally created around comprehending sentiments, not from a broad communal view but from this perspective that concentrated on their influence on the customers economic and coherent behavior. Therefore, living brands have a critical role in contributing to the overall maximization of equity and profit. From the discussion it has been noted that cognitive psychology is vital in building successful brand equity among the customers which can otherwise help in realizing the true objective of the firm.

The brand created in the mind of the customer is essential in building the image of the firm to a level that is desirable. Bibliography Ayman El-Amir and Steve Burt, (2010). A critical account of the process of branding: towards a synthesis, Westburn Publishers, The Marketing Review, 2010, Vol. 10, No. 1, pp. 69-86 doi: 10.1362/146934710X488951 Aglesheimer, R., Dholakia, U.M. and Herman, A., (2005), the Social influence of brand community, evidence from European car clubs, Journal of Marketing, 69 (3), 19-34 Cova, B.

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