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品牌与消费者行为之间的关系: 客户需求(Customer need)

While brand equity resides in the mind of the customer, so conviction has to be brought in strategy as to permanently occupy consumer mind space. The process is like climbing a ladder, one step at a time. And at each step an objective is achieved creating leading to a strong brand. First step is to establish a relation between customer need and product offering, meaning for given product the brand is the best customer can get. This is done by appropriate brand awareness and image. Second step is connection, by churning out predictable, reliable and quality performance during each purchase. This establishes imprint in customer’s mind, which further can be cemented by visual, logos, packaging, quality, customer service, warranty, etc. Next create emotional connection with customer using brand offering and brand image as to generate response from the customer. The emotional level response in form of positive reaction or opinion brand creates long term, sustainable and healthy relationship. When brand is able to achieve sense of oneness with its consumer then it can be said that strong brand has been created. Companies tend to benefit a lot, in terms loyalty, as consumer will stick to the brand no matter what price premium they have to shell out. These consumers become sort of brand ambassador and recommending usage of brand. There by creating consumer based brand equity.
Brand loyalty may be based on past experience and interaction prior to development, because its development as a learning experience in a single period of time is often portrayed. Attribute as an experience, it is subject to any direct consumers (such as tests) and indirect contact (such as advertising, word of mouth) brand evaluation. Increase brand loyalty, which is extremely important to expand market share, an enterprise’s survival and development. Therefore, Brand loyalty is the core of the brand value. (Atilgan, Aksoy and Akinci, 2005). It is believed that brand loyalty, resulting in the marketing advantages and outcomes (such as lower marketing costs, premium, market share, greater trade leverage), and has been with the brand equity is closely related to the path.
The image surrounding a company's brand is the principal source of its competitive advantage and is therefore a valuable strategic asset. Unfortunately, many companies are not adept at disseminating a strong, clear message that not only distinguishes their brand from the competitors', but distinguishes it in a memorable and positive manner. The challenge for all brands is to avoid the pitfalls of portraying a muddled or negative image, and instead, create a broad brand vision or identity that recognizes a brand as something greater than a set of attributes that can be imitated or surpassed. In fact, a company should view its brand to be not just a product or service, but as an overall brand image that defines a company's philosophies. A brand needs more than identity; it needs a personality. Just like a person without attention-grabbing characteristics, a brand with no personality can easily be passed right over. A strong symbol or company logo can also help to generate brand loyalty by making it quickly identifiable.

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