Brand Management and the Challenge of Authenticity - Coursework Example

Name: University: Course: Lecturer: Date: BRAND MANAGEMENT Introduction Brand management is a marketing communication function that comprises of analyzing and planning how the brand is positioned in the market. Creating an excellent target market relationship is extremely significant for brand management. Tangible aspects of brand management include the products, price, look, packaging, and other elements. The intangible aspects include the experience derived by the consumer from the brand, alongside the relationship the consumer and the brand have. It is the responsibility of the brand manager to oversee all these aspects. This paper will, however, review five articles that discuss different issues of brand management, together with their key implications. Brand management and the challenge of authenticity Most marketing executives concur that their efforts should be focused on growing the lifetime value of their clients. Nonetheless, extremely few companies have realized the implications of that perspective for their management of marketing. For instance, Oldsmobile enjoyed exceptional brand equity with a vast number of customers in the 1980s. However, as time passed, the individuals who loved the Olds got absolutely old. The question here is therefore why General Motors’ (GM) squander an extremely long time, as well as, a lot of money in efforts to refurbish and reposition the tired and tarnished brand. Why did the managers of GM rather not move younger customers a long a less resistance path, towards another of the GM’s stable brands or even launch an entirely new brand that was focused on their tastes? Catering to new clients, even at the expense of the brand, would have been the road to profits. The author argues that the reason is that in large consumer goods companies such as GM, products are the raison d’être. Brands are the focus of making of decisions, as well as, the accountability basis (Beverland pg 461). However, this extreme focus on brand equity growth is incoherent with the objective of customer equity growth. Drawing on a diverse range of present examples, seven tactics are presented by the authors, which will place brands in the service of customer equity growth. They comprise of replacement of convectional brand managers with new positions, targeting brands to the narrowest audience possible, the customer section manager, developing the ability, alongside the mind-set to hand off clients from a brand to another within the organization, and changing the manner in which brand equity is evaluated by basing calculations on individuals, instead of average, client data. Summary of key implications Consumers can pre-assume on their own that brands have authenticity on the basis of the mental perspectives of the consumer of the manner in which thing should look. For instance, tourist desire the trappings of authenticity for their travels, while, at the same time, they do not intend to tolerate the hardships faced by the local communities who are the inhabitants. Thus, updated styles of previous brands are authentic for some since they work, as well as, give pleasure, instead of being true to the initial ones (Beverland pg 461). Thus, brand managers require developing systems behind-the-scenes that make them look less commercialized. To balance the pressures of creating systems behind-the-scenes, companies should detach proper structures and daily activities so as to sustain moral legitimacy, at the same time remaining profitable. Thus, they should show the outward facade of conforming to the rules that are expected by their subcultures and communities, consumer informed innovations and market knowledge. Brand excellence: measuring the impact of advertising and brand personality on buying decisions Brand’s identity from a customer perspective, is a fundamental in brand-building program. Efficient management of a brand encircling brand personality is of extreme significance in attaining the overall satisfaction, profitability and loyalty goals of the company (Rajagopal pg 57). The effectiveness of advertising can be accessed through brand, as well as advertising evaluations. In this article therefore, the author analysis the strategies of efficient brand building, alongside managing the same with reference to attaining optimum customer value for long-term competitive gains. The author has also carried out a literature review of the brand building and comes up with arguments in reference to symbiotic brand relationship with consumer cognitive behaviors. The author brings forward a categorical discussion in this article, which is spread over brand personality, brand equity, brand knowledge and the impact of media on brands (Rajagopal pg 58). In the literature review section, the author also discusses the procedure that builds brand personality via media communication. The article indicates that there are numerous psychographic variables such as emotions linked with the image of the brand that constitute the brand personality. In the event that archetypal product segment advertisements are linked with negative impacts, the specific functions of advertising operate as counter-attitudinal messages that are more convincing in the event of a mismatch instead of a match with the category advertisements. Nonetheless, an advertising, which is persuasive, may impact consumer preferences (Rajagopal pg 59). Thus, it will be of vital significance for researchers, together with practitioners in the future to comprehend the increasingly multifaceted diversity of aspects underlying, as well as, influencing the connections between customer relationship and brands. As such, effective management of brand, comprising of brand personality, is of extreme significance in attaining the overall goals of loyalty, profitability and satisfaction of the company. Thus, companies may decide to deliver advertising in an increasingly appealing strategy for fast cognitive customer reflexes. The article argues the significance of brand building, together with management matters from the aspect of cognitive variable of the consumers for a sustainable impact instead of developing a framework of approaches in view of company as a pivot (Rajagopal pg 59). The author of this article attempts to explore and establish the symbiosis between brand personality and drivers of consumers. Summary of key implications A brand’s strength rests in its value attained via tangible attributes such as pertinence of brand name, alongside the associated benefits. Consumer perception of the brand is based on the dimensions, which typically capture the personality of an individual, and extend that to the brands’ domain. The brand personality dimensions are defined through extending the human personality dimensions to the brands’ domain. Nonetheless, competitors put more premiums on issues of personality to competitive brand drive in the market (Rajagopal pg 58). The development of brand personality encompasses dynamic corporate communication and requires adjustment to the variability of the brand life cycle. Thus, a company may utilize advertisement approaches appealing to clients in the path of developing valuable brand personalities considering the excitement, sincerity, sophistication, ruggedness and competence. A brand equity that is customer-centered enables the company to derive numerous marketing mix functions favorably, and a brand equity that is sturdy would assist in sustaining customers and reducing the risk of sudden brand switching. The customer-brand relationship is fundamentally governed by the variables of psychographics, which can be evaluated widely through the closeness, as well as, farness of the customer and brand personalities (Rajagopal pg 59). Finally, it may be argued that the door to the valuable long-run consumer relationship is governed by the perceptional consumers’ insights on the brands. This establishes the symbiotic relationship between the customer and brands value derived by their insight. Corporate brand evolution: corporate brand images evolving in consumers’ everyday life This article focuses on how corporate images of brand evolve in consumers’ daily life, alongside its implications for the branding approaches of the company (Rindell, & Tore pg 276). The author presents a conceptual discussion, together with a framework, which marks four different views on corporate image of the brand, alongside market dynamics in reference to corporate branding. As such, evolution of corporate brand is proposed as an approach of including the construction, as well as, reconstruction of the everyday brand image of the consumer, in the branding strategy of the company. Evolution of the corporate brand is based on two new perceptions including image-in-use and image heritage. A model for comprehending surfacing premeditated corporate branding is also proposed. However, this article has numerous implications and limitations. The suggested view on corporate brand evolution is deliberately developed for comprehending open source brand dynamics in the increasingly evolving markets (Rindell, & Tore pg 278). This article is limited to a conceptual contribution and, thus, the implications of research are to develop empirically the comprehension of image heritage and image-in-use in the diverse business contexts. Thus, a comprehension of the evolution of brands over time has two key practical company implications. First, they require developing new strategies, alongside methods to comprehending brand evolution over time (Rindell, & Tore pg 278). For instance, by looking into the company’s image heritage of the consumers. This may improve significantly possibilities for open brand approaches, which meet consumer authenticity to be developed. The two concepts (image-in-use and image heritage), alongside the novel strategy of changing corporate brand images are significant since they are based on a consumer understanding that is entirely new, appreciating that the construction of the corporate image of the consumers are dynamic increasingly evolving processes, instead of static end-states. Summary for key implications For management, embracing the issues mentioned in this article as a beginning point, three brand management questions arise (Rindell, & Tore pg 280). They include; what are the implications of seeing corporate brands of open rather than closed? People are used to perceiving that it is feasible for a company to build a brand. The open source option changes the company’s role in reference to its corporate image to a supporter, from a controller. It therefore becomes essential for companies to change their mental models from a control notion to a support notion. This means that companies are supposed to focus on supporting the process of corporate brand image of the consumers in diverse contexts in the time when the image is being utilized for construction, as well as, reconstruction. Nonetheless, when changing the mental model to support, there is a second brand management question that arises. This question is; how well does the company know what the consumers perceive, more so when considering other influence sources over time that the company. Owing to diverse image heritage consumers may eventually perceive the company in a different way compared with the intentions of the company (Rindell, & Tore pg 283). It is, therefore, assumed that on a comprehensive level, diverse personal image heritages form clusters, alongside patterns establishing actions that are required to be embraced by the company. Yet, patterns and clusters may fluctuate when the brand is perceived as open, rather than closed. Conclusively, it is suggested that management should focus on establishing the actual perception of brand, not only on the predestined dimensions, but also as during its consumer structuring. Nonetheless, conventional quantitative brand image researches are hardly of any assistance in this reference. Thus, consumer understanding at least at an initial level should be grounded on open qualitative strategies based on observation, together with listening in actual action where the consumer is persuaded to without restraint reflect upon his or her company’s understanding. The third question lies in the management of open brands. Taking a conventional perspective, the problems may be connected to an integration of the entire communications towards the stakeholders and consumers. In the unconventional open source view that is consumer-focused where the customer is viewed as a self-governing dynamic actor, the problem becomes to comprehend what is currently integrated by the consumer, as well as from the past. In other words, it implies how to be current in a precise and appealing manner in instances when the client in his or her daily life, constructs, as well as, reconstructs brand images on the basis of activated memories (Rindell, & Tore pg 283). A management that is applying an active branding relational view should also be focused on the way the appearance of the company in digital communities, in crisis instances, and in consumer word-of-mouth evolves as image-in-use. Looks matter in developing consumer-brand relationships This article focuses more on describing research that introduces attractiveness as a moderator of the connection between the brand evaluation and brand personality as a relationship partner in the context of product marketing. The article also presents a test hypothesis regarding the linkage between the apparent test brand personality, alongside perceptions concerning the test brand quality as a relationship partner, as well as, the moderating impacts of the perceived attraction of the test brand. The research draws its basis from a survey sample of 142 graduates, together with undergraduate students attending various universities in the southeastern region of the United States (Hayes et al pg 306). The measures’ Validity and reliability were tested utilizing models of structural equations and the hypothesis tested utilizing multiple linear regressions. The research presented in this article avails empirical evidence, in the context of product marketing, that apparent attractiveness considerably impacts the development process of the relationship between the brand and the consumer in a predictable and meaningful manner. Outcomes show that the perception of the consumer concerning the brand possession of a product of particular personality characteristics can impact their desirability opinion of the brand as a relationship partner. Additionally, the brand-personality partner quality linkages depend, to a level, on the perceived attractiveness of the brand (Hayes et al pg 309). The particular role played by attractiveness in the relationship seems to differ across individual; dimensions of brand personality. The research in this article, however, seems to have implications and limitations. Some of the limitations include utilization of student sample, utilization of one test brand chosen from one category of products, and dependence on a subset of ten items from the initial 42-item Brand Personality Scale to represent the construct of brand personality. The outcomes imply that for relevant categories of products, comprehending the manner in which the perceived attractiveness interrelate with other perceptions of the brand can significantly improve the understanding of brand managers, and, therefore, their capability to foster consumer relationship with their brands (Hayes et al pg 313). This article therefore reveals that it is suitable to embrace perceived attractiveness in the issue of the influence of psychological perceptions of brand on the development of consumer and brand relationship. Summary of key implications Customers’ perceptions concerning the brand possession of a product of particular personality characteristics influences their opinions of the brands desirability as a relationship partner. There is a considerable positive relationship between the brand personality dimensions ruggedness, excitement and sincerity, as well as the perceived quality of the test brand as a relationship partner (Hayes et al pg 310). The dimension of each brand personality makes an independent, affirmative contribution to the perception of the partnership quality. Nonetheless, the regard in which the brand which is seen to be having any or the entire of these qualities is held by the consumers is not unconditional. Instead, the quality of brand-personality partner connections relies, to some extent, on the perceived attractiveness of the brand. Moreover, the particular role that is played by attractiveness in the relationship seems to be different across dimensions of individual personality. Additionally, a brand personality that is exciting contributes to positive evaluations of the test brand as a relationship partner. On the same note, customers value the potential of a relationship of a brand as a result of its perceived excitement only when they reflect on it relative attractiveness. A key practical implication is that for relevant brands, there is establishment of a sturdy relationship when the attractiveness of the brand is viewed to flow from its functional blueprint instead of a superficial or contrived effort to develop a particular look. Such an effort may be perceived as dishonest, thus reducing any potential affirmative evaluation of the brand as a partner in regards to its perceived sincerity (Hayes et al pg 311). This would, therefore, be consistent with outcomes in a context of services where the transgression of a brand is damaged by the subject assessments of both the partner quality of a sincere brand and sincerity. In reference to the dimension of ruggedness brand personality, when a relevant brand is viewed to be having a brand personality of ruggedness, its perceived relationship partner quality is higher. Further, when it is perceived to be attractive, the potency of this connection is improved. This is an extremely essential implication for the brands that are relevant. Conclusively, evidence of the significance of the perceived attractiveness of a relationship partner in both partner evaluation and relationship development abounds. It is therefore extremely appropriate to take account of perceived attractiveness in regards to the influence of the development of consumer-brand relationship psychological brand perception (Hayes et al pg 315). As such, for relevant categories of products, perceived attractiveness interrelates with other perceptions of the brand in predictable, as well as, meaningful ways, which can improve the understanding of managers, and their ability to promote such relationships, thus, availing another impending source of a degree of difference in competitive advantage for the brands that they manage. Country of origin, brand image perception, and brand image structure This article explores the influence of the information of the origin country on brand perception, as well as, brand image structure (Koubaa pg 141). It builds an analytical review through building of hypothesis. An empirical inquiry was done among consumers in Japan where two electronic brands with different reputation levels were investigated. The article presents results implying that the origin country had an impact on brand perception. This impact is diverse across brands, alongside across countries of production. The origin of a brand seems to be of important influence on the perception of the consumers. Additionally, a multidimensional aspect is found to be in brand images where their structure is diverse across the origin countries and brands. Nonetheless, the article has implications and limitations. The origin country has numerous impacts on the perception of the brand image as it is multidimensional (Koubaa pg 144). The research of this article however, dealt with only one kind of product among respondents that are culturally similar and thus limiting the outcomes. The actions for marketing should be modified across brands with diverse reputation levels. The image of the brand should be assessed as a multidimensional model comprising of numerous facets. Consumers are impacted by the origin of the brand and marketers should recognize this connection. The author of the article tests the multidimensional factor of the structure of the brand image, as well as, the impact of the origin country on the structure of the brand image (Koubaa pg 148). Outcomes indicate that the information of the country of origin impacts both the degree of brand image fragmentation and its composition. Summary of key implications The origin country significantly impacts the overall brand perception. The influences are diverse across highly reputed brands, as well as, in less reputed brands. Brand-origin also has extremely considerable impact on the perception of the brand image. Additionally, the impact of the image of the country where the brand originates is particularly extremely strong to brand image perception. It may outdo the power of reputable brands in shaping the image of a brand in the minds of consumers (Koubaa pg 146). Thus, marketers should focus on customizing their actions across countries of origin, alongside across brands. Both, the level of reputation of the brand and the image of the country impacts should be considered when elaborating operations for marketing for products that are bi-national. There are numerous consumer imaginations facets of brand image. It has been established to be multidimensional. Dimensions are diverse across production countries, as well as, across brands (Koubaa pg 148). Thus, marketers should establish the dimensions to avail for consumers for every brand that is produced in a particular country Work cited Beverland, Michael. "Brand management and the challenge of authenticity." Journal of Product & Brand Management 14.7 (2005): 460-461. Hayes, J. Bryan, et al. "Looks matter in developing consumer-brand relationships." Journal of Product & Brand Management 15.5 (2006): 306-315. Koubaa, Yamen. "Country of origin, brand image perception, and brand image structure." Asia Pacific Journal of Marketing and Logistics 20.2 (2008): 139-155. Rajagopal. "Brand excellence: measuring the impact of advertising and brand personality on buying decisions." Measuring Business Excellence 10.3 (2006): 56-65. Rindell, Anne, and Tore Strandvik. "Corporate brand evolution: corporate brand images evolving in consumers' everyday life." European Business Review 22.3 (2010): 276-286. Read More