The Role That Customer - Brand Identification Plays In Brand Loyalty and Brand Promotion - Literature review Example

Only on StudentShare
Premium quality

Extract of sample
The Role That Customer - Brand Identification Plays In Brand Loyalty and Brand Promotion

A brand is principally responsible for establishing a strong relationship with the customers. Therefore brands hold the accountability to build a healthy and strong relationship with the customers of the company. In that process customer brand identification plays a major role. Brand identification is defined as the process of developing a brand that offers positive consumer benefits and in turn results in repeat purchase. Also in the process of customer brand identification, identity of a brand acts as a significant factor.
Identity of a brand provides the direction, meaning and purpose of the brand. Brand identity is thus considered as the central unit towards the development of a strategic vision. Brands generally have 3 aspects namely brand image, brand identity and brand position. Brand image portrays about how the brand is being perceived by the customers, brand identity is about how the strategist desires the brand to be perceived by the target audience. Brand positioning is also a part of brand identity; it is about the way by which the intended audience can be effectively targeted. However modern studies highlights that branding has 5 aspects that are, design, positioning, customer relationship, storytelling and price (Healey, 2008, p.8).
Thus in order to sustain with a brand in the market and continuously communicating the messages to the target customers, Relationship Marketing is a key process. The next half of the project will offer insights about relationship marketing.
...
Download paper

Summary

This report will discuss the concepts of branding in accordance with customer loyalty and brand promotion. The report will also highlight the features of a brand loyalty and its importance in the context of the organizations. It will also emphasize the importance of brand promotion. …
Author : zortiz

Related Essays

How to Sustain Customer Loyalty towards Brands
The researcher states that brand loyalty is the final objective a company sets for a branded merchandise. The importance of brand loyalty cannot be underestimated due to the fact that as brand loyalty increases, the vulnerability to the competitive actions is reduced which is very important in the cut-throat competitive era of today. The customer’s adherence to a particular brand increases the market value of the brand and helps the organization to have a competitive edge over the rivals. The brand loyalty also provides confidence among the organizations to launch a new product and to get...
71 pages (17821 words) Essay
International strategies for brand extensions: the road from Russia to the UK
The research came under performance in the form of qualitative and quantitative methods by using the questionnaire and interview with a number of respondents. A deep and comprehensive analysis has come under execution with reference to the secondary data (in the literature review section) and the primary data collected from the survey study. The findings have exhibited a number of themes that can put in summary with the statement that brand extensions in similar categories similar to the parent brand have more acceptances. Likewise, the brand reputation plays a leading and dominant role in the...
50 pages (12550 words) Dissertation
How Different Stakeholder Groups Build Brand Value
In this turbulent business environment creation of brand value is not an easy process and is mainly created due to active participation of the stakeholders. The situation worsens for the new companies who enter into a market. To cite an example it took many years for Pepsi, Coca Cola, Volkswagen, and Toyota, to get them established and to become renowned brands of the world. Thus, brand equity and brand value are the essential factors towards the success of an organization. Brand value is mainly used to define the association during the process of value creation, while on the other hand brand...
36 pages (9036 words) Research Paper
Brand Identification Plays In Brand Loyalty and Brand Promotion
The earlier studies will include a number of journals articles such as ‘Social Identity Theory and the Organization’ by Ashforth and Mael, ‘Self-Categorization, Affective Commitment, and Group Self-Esteem as Distinct Aspects of Social Identity in the Organization’ by Bergami and Bagozzi. Defining Brand A brand acts as the nucleolus of a company; it helps to strengthen the image of a company in the minds of the consumers (Adebola, Talabi, & Lamidi, 2012, pp.424-428). Defining a brand is indeed the first step in the way of creating the brand strategy. By defining the brand, one...
8 pages (2008 words) Essay
Brand Identification Plays In Brand Loyalty and Brand Promotion
3.2 Research Methods This research uses both primary data collection and secondary methods for testing the research hypothesis. The secondary research consists of a literature review that contains a critical analysis of the available literature and research on the customer brand identification, brand loyalty, brand promotion, customer satisfaction and retention. It also covers the theories on these variables and discusses any linkages between them. The primary research is carried out among 159 mobile customers in UK with the help of a questionnaire. The data collected in the city of York....
6 pages (1506 words) Essay
Effect of Advertising in Brand Promotion
with Established Businesses 34 4.3 Analysis and Discussion 37 5.CONCLUSIONS, IMPLICATIONS & RECOMMENDATIONS 43 5.1 Conclusions 43 5.2 Recommendations and Implications for Businesses 45 5.3Revisiting Aims and Objectives 47 5.4 Research Limitations 48 5.5 Areas of Future Study 48 5.6 Concluding Remarks 49 References 50 Appendix-I 55 1. INTRODUCTION In today’s competitive world, businesses can only survive if they communicate well to their customers. In the time when every other company is bombarding messages to the customers, one must not stay behind in the race of communication.
48 pages (12048 words) Dissertation
Got a tricky question? Receive an answer from students like you! Try us!