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The Role That Customer - Brand Identification Plays In Brand Loyalty and Brand Promotion - Literature review Example
Pages 20 (5020 words)
The Role That Customer - Brand Identification Plays In Brand Loyalty and Brand Promotion Table of Contents Introduction 4 Background 4 Literature Review 10 References 22 Bibliography 24 25 Introduction The report will discuss the concepts of branding in accordance with customer loyalty and brand promotion…
Background In this turbulent business environment brand plays an imperative role towards the success of a company. Every company operating in the market place strives to develop a brand for themselves. The past decades has witnessed the evolution of some of the strongest brands of world. Companies mainly develop a brand for the purpose of giving an identity to the product. The primary intention of branding is to let customers identify the product with ease. A brand is also considered as an asset for the company, as it offers or generates the maximum revenue for the company during its entire lifespan. A brand performs a number of functions for the company. It provides an identity to the products of the company. It also helps to distinguish a company from the others in the context of its offered products and services (Dunn, 2004, p.4). Apart from that a brand is also responsible for satisfying the emotional and functional needs of the customers (Glynn, 2009, p.120). Philip Kotler defined a brand as an identity associated with a particular product or the service which is primarily used to identify the product line (Kautish, 2011, Branding). The modern concept of branding has further enhanced the application and reach of a brand. ...