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Branding in Post Modern World - Essay Example

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This work "Branding in Post Modern World" describes the postmodern perspective on branding and how it has changed to a culture oriented process. The author outlines the evolution of branding, the role of marketing communications. From this work, it is clear that the product image must appeal to the culture of the consumers and be a part of their lifestyle…
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Branding in Post Modern World
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Download file to see previous pages In the past decade, branding was centered on the creation of a customer’s perception of the product. Advertisements and other marketing communications had the objective of creating a value proposition for consumers. In the past, consumer behavior studies have shown stability in the consumer’s behavior which was based on rationality. Customers are now becoming fickle-minded, so the variables used to predict their behavior like, values, attitude, brand preference, social class, and income are no longer of any use (Firat, Dholakia, and Venkatesh, 1994). The modern culture dictates the attainment of stability, consistency, and authentic identification of the character. This need for authenticity and stable identity is slowly disappearing in the postmodern culture as result predictability of consumer behavior is also becoming impossible. The consumers have not only, started to change their self-concept, attitude, characters, etc without any hesitation but also have started following contradictory value systems and lifestyles. Thus we find people of several professional and demographic backgrounds join the same social group. This, as a result, is eroding the brand loyalty of some top leaders in the industry and helping the challengers to rise to power. A good example would be IBM, which was once a market leader has been dethroned by a number of challenges.
The frequent changeability of the consumers is creating discomfort among consumer behavior researchers. The traditional strategic marketing theory states that the products have certain values and this image of the product is the value proposition perceived by the consumers (De Chernatony, 1999). This theory has led the modernists to believe that a product projects an image, so it is necessary to control the related elements of the marketing mix so as to achieve the desired image position. It was believed that customer satisfaction comes from the ‘material’ elements of the product. On the contrary, a postmodernist approach believes that selling the image of the product is more important than selling the product itself. The product image is considered as the marketable entity and the product itself is merely a representation of the image (Zhilinsky, 2014). ...Download file to see next pagesRead More
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