Professional Documents
Culture Documents
INTRODUCTION
Branding is not a product and not just a logo. It is a 'process' involved in creating
unique names and images for products in the minds of consumers, especially through
communication tools to create perceptions and values in the minds of your targeted
customers.
Your company name, logo and symbols usually serve as centerpieces for
branding efforts. Your goal is to create an image echoing and playing around in the
minds of customers. When they see your brand they continue to identify your
company's sign.
Brands can differentiate your brand with other brands as examples of your high
popular.
This paper studies the dimensions of brand image, focusing on the functions or
status.
1
The creation of a brand implies communicating a certain brand image in such a
way that all the firm's target groups link such a brand (and thus the products sold
The issue of brand equity has emerged as one of the most critical areas for
marketing management. Despite strong interest in the subject, however, to date little
research has been conducted in order to investigate which brand associations have the
Brand positioning is that when a brand manufacturer finds the customer has a
look like the manufacturer wants to see what the brand is described. The advantages
they will find are they will think of the brand when presented or described. Strong
eyes.
2
LITERATURE REVIEW
Since branding is very challenging for businesses to engage in service, you need
You hire high-quality people, train them to be consistent, service quality, and
encourage the value of your people. Emphasize aspects of your service processes that
Benefits are the personal value consumers attach to the brand attributes, that is, what
consumers think the brand can do for them. Brand attitudes are consumers' overall
evaluations of a brand.
A further specific feature of the functions is that they have a positive nature, that
is, the brand value is greater, the higher the level. For these reasons, and given the
3
interest of working with a multidimensional measure of brand associations, we will
Brand interests are not limited to a wide range of scope such as international
sporting events, but it has a huge impact on everyday life. Some users prefer brand
names rather than quality. Consumers today are more concerned with quality than
prices as they are aware of the quality of brand selection in line with the increased
continuing to compete and consumers will continue to use their brand products even
Many small companies forget about the brand and the quality of the goods. They
are more comfortable using price factors in maintaining customer loyalty. Such
methods will not last long as competitors will make the same ways and methods.
Branding creates a memory in the minds of the public. When people remember
the brand and get used to it and others in it, they will come back. Customers will
continue to invest in the business. People are willing to pay more for the product or
service they like. When your business has been distinguished by branding, your entire
marketing efforts will be easier. Developing an undeniable brand takes time and effort,
and so are present in all products, even in those sold without a brand or with an
unknown brand. Brand functions, on the other hand, are associations related to
4
intangible attributes or images added to the product thanks to its brand name, that is,
they represent benefits that can only be obtained from products with a brand.
The personal identification function is related to the fact that consumers can
identify themselves with some brands and develop feelings of affinity towards them.
integrated or, on the contrary, to dissociate himself from the groups of individuals that
The status function, just like the social identification function, is revealed thanks
environment. However, the difference between the two functions lies in the fact that
the social identification function is related to the desire to be accepted by and feel
business. The three key elements that matter in a branding after name selection are
known, favored and trusted. If these three elements are in one brand, then this brand is
Brand personality competencies are the most important among all brands that also
With this study, companies can enhance their marketing strategies to enhance
5
the brand personality that attracts consumers, companies can show the features that
customers are looking for in a product, which can then be used to enhance the brand
to several factors such as product use, good advertising and according to the latest
styles.
For Aaker (2000) evaluates that brand awareness has played a very important role
undetermined. Branded goods are also said to be more confident. In addition, media
and advertising are an effective tool for raising awareness in influencing consumer
Brand equity as the differential effect that brand knowledge (awareness and
associations) has on consumer response to the marketing of the brand (in terms of
consumer response constitutes a highly important subject when analyzing the value
effectively, the brand symbolizes the level of capability of a product to the customer.
In another study conducted by Hamish and William Gordon in 2001, they found the
The agreement was also proposed covering the entire process of product
preparation as well as the overall ability of the workers involved in providing the
product.
6
This is also mentioned as a brand civilization. Therefore the brand needs to be
of function and image. These two components are two main thrusts that all brand
management imbalance. Consequently, users will be confused and this will affect the
brand management for products and companies or organizations. This is because the
product has tangible values that can be used (if merchandise) or otherwise
As for the company, it looks more like a mix of value from all aspects of business
employees to consumers. Usually this concept will be in line with the features of the
product or company. At the same time, it must be sealed with the taste of each target
group.
Based on the idea that brand functions generate an added value for the consumer,
Customer’s Response
Conventional market research data often relies on subjective comments and user
observations. The problem is that users can say one thing and want to do something
else. Users may say they will recommend the product to a friend, but never do it.
Users may say they will try the product or service, but never follow.
7
That is, information marketed by marketers, advertisers, and publishers about
users based on what users are saying. Users state what they think, feel, and do with
the brand. But consumers may not realize that they think and feel the brand. And
users are often incorrectly true about what their purpose and actions are.
It's fair to say that most consumers who tell market researchers are close enough
to what they will do or what they really think. However, as neuromarketing reveals,
attitudes and behaviors are not always strongly associated in the human mind. Several
market research models have been developed to address the various ways users think
The consumer's willingness to accept possible brand extensions has been obtained
through a single item. Adapting the proposal of Hutton (1997), the respondents were
requested to evaluate to what extent they would buy other products of the same brand
based on the contributions of Selnes (1993), Andreassen (1994) and Hutton (1997). In
line with these authors, the respondent was asked to what extent he would recommend
It has been found that it is interesting for firms to analyze the different
dimensions that make up the brand image. Each of these can have a different
incidence on the possible consumer responses that determine the advantages that the
The social identification function has a positive effect on price premium and the
acceptance of brand extension. On the other hand, the personal identification and
8
CONCLUSION
The twentieth century saw a change in the role of brands in the marketplace.
Increasing competition, the increasing role played by advertising, and the availability
9
Concerning the ways of stimulating the users of a brand to recommend it to
others, it would be fitting to basically resort to the functions of guarantee and personal
identification. The development of these functions therefore entails for the firm a
own perceptions of it, rather than by the image and social prestige of the brand.
We obtain an estimation of the incidence of the brand functions in both the long
and short run. Hence, in the market studied the data point to the fact that the guarantee
and social identification functions offer firms the opportunity to obtain advantages of
growth and profitability, whereas the functions of personal identification and status
Regarding the field work, the sample is made up of individuals who have
purchased and used the brands analyzed. This has produced a greater reliability in the
responses and homogeneity in the sample, but in this way the perceptions of potential
clients of the brands have not been recorded. On the other hand, only three aspects of
the consumer response have been analyzed. This means that the value of the brand for
the firm has been partially measured as it would be fitting to add other variables, such
Within this environment, providing consumers with building blocks to build their
activities (Cooper, McLoughlin, & Keating, 2005). When examining the marketplace,
what is of primary importance, therefore, are the images associated with the products,
10
Given that brands are inherently symbolic carriers of meaning, brands can be a
The importance of brands, however, significantly increased during the mid to late
nineteenth century (Lury, 2004). With the industrial revolution came increased
production and the need to obtain widespread distribution, and brands provided a
mechanism for advertising and creating demand (Atkin, 2004; Hilton, 2003).
REFERENCES
11
Aaker, D. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand
Aaker, D. (1996), Building Strong Brands, The Free Press, New York, NY.
Anderson, J.C. and Gerbing, D.W. (1998), ``Structural equation modeling in practice:
Atkin, D. (2004). The culting of brands: Turn your customers into true believers. New
York: Portfolio.
Cooper, S., McLoughlin, D., & Keating, A. (2005), “Individual and neo-tribal
12
Hilton, S. (2003). The social value of brands. In R. Clifton & J. Simmons (Eds.),
Kazmi, S.Q. 2012. Consumer Perception and Buying Decisions (The Pasta
Lury, C. (2004), Brands: The logos of the global economy. London: Routledge.
Neuner, M., Raab, G., & Reisch, L. A. (2005). Compulsive buying in maturing
13