Branding research papers

Indeed, under one set of assumptions the value of a customer to the firm i.

Branding research papers

Finally, brands are an asset in the financial sense. Levitt has argued that companies needed to learn, to operate as if the world were one large market. With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. Impersonal One of the main problems with many branded businesses is that they lose their personal image. Thus, brands manifest their impact at three primary levels-customer market, product market, and financial market. This time the entry into the market was more dramatic for the company as it bought out all the leading Indian soft drink brands like Thums-up, Limca, and Gold Spot leading to a situation where it was accused of killing its competition by using its financial strength. Stationary, vehicles etc… , you need to expose it to your potential customers. Their ultimate success depends to a significant extent not only on how well they work singularly, but also on how they work in combination, such that synergistic results occur. Brand positioning involves establishing key brand associations in the minds of customers and other important constituents to differentiate the brand and establish competitive superiority. The unique selling prepositions of Mcdonalds product is Quick service. Keywords Marketing strategy Citation. Fixed Image Every brand has a certain image to potential customers, and part of that image is about what products or services you sell. Cost If you wish to create and maintain a strong brand presence, it can involve a lot of design and marketing costs. These nontraditional branding environments are becoming the future for marketers using branding strategy. Importantly, brand equity can be built on attributes that have no inherent value.

An appropriate medium or mix of media should be decided to be used in this process. Fixed Image Every brand has a certain image to potential customers, and part of that image is about what products or services you sell.

Impact of branding on consumer behaviour ppt

Comprehensive models of brand equity have been developed in recent years to incorporate multiple perspectives Each of the three brand-equity measurement perspectives has produced relevant work. With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. And many managers and business writers hold the view that branding is about the management of product image, a supplementary task that can be isolated from the main business of product management. Despite huge potential, a number of MNCs have not been able to reach the levels of success that they have either enjoyed in their home markets or the markets world over. Brand equity from the company perspective is therefore the additional value i. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management and also why some international brands that are successful globally, fail to attract significant market share in India. The financial worth of a brand is therefore the price it brings or could bring in the financial market. The ability to deal on a personal basis with customers is one of the biggest advantages small business have, and poorly designed branding could give customers the impression that your business is losing its personal touch. Two interesting sub areas of this topic are the measurement and valuation of brand equity at different levels - customer, product market, and financial market—and the relationship of customer equity to brand equity. Thus, brands manifest their impact at three primary levels-customer market, product market, and financial market.

Much research, however, has concentrated on when marketers should standardize versus customize their global marketing programs.

The time of the day preferred to eat at McDonalds is Night. Brands also play an important role in determining the effectiveness of marketing efforts such as advertising and channel placement.

The goals, objectives, and mission of any organization should be in line with the branding strategy employed. In other words, marketing activities have interaction effects among themselves as well as main effects and interaction effects with brand equity.

They entered with price points that were too high for the Indian consumers to be affordable.

impact of branding on consumer buying behaviour literature review

While initially a brand may be synonymous with the product it makes, over time through advertising, usage experience, and other activities and influences it can develop a series of attachments and associations that exist over and beyond the objective product.

Two interesting sub areas of this topic are the measurement and valuation of brand equity at different levels - customer, product market, and financial market—and the relationship of customer equity to brand equity. A number of researchers have noticed the relationship between the brand-management and customer-management perspectives.

Though, a large number of Global brands have entered Indian markets, but not all were able to crack the mysterious, complex and a diversified market where the tastes and preferences of customers change. Five basic topics that align with the brand-management decisions and tasks frequently performed by marketing executives are discussed in detail: 1 developing brand positioning, 2 integrating brand marketing, 3 assessing brand performance, 4 growing brands, and 5 strategically managing the brand.

Impact of branding on consumer buying behaviour research paper

Fast food chain visited the most is McDonalds. It made entry in the Indian market in the year by forming two joint ventures, one with Hardcastle Restaurants Private Ltd. Stationary, vehicles etc… , you need to expose it to your potential customers. They repositioned their brands only when adapted to the local market needs and became successful. Research has also examined cultural and linguistic aspects of branding, e. An appropriate medium or mix of media should be decided to be used in this process. Given the huge diversity of people and challenges related to distribution, the Global firms need to adapt to the local market conditions in order to attract the customers towards their brands. If your brand is focused too strongly on one product, it can limit your ability to sell other products. But the most are preferred on Weekends. A strong brand is memorable, but people still need to be exposed to it, this often requires a lot of advertising and PR over a long period of time, which can be very costly. When the Indian markets were opened to the world after the complete overhaul of the policies related to the entry of Multi National Corporations MNCs in India, most of the global brands started entering into the Indian markets. A number of issues emerge in attempting to build a global brand. Brands thus reflect the complete experience that customers have with products. Branding has become one of the most important aspects of business strategy. Importantly, brand equity can be built on attributes that have no inherent value.
Rated 8/10 based on 35 review
Download
Branding: a trend for today and tomorrow