StudentShare solutions
Triangle menu

Consumer-brand relationships - Essay Example

Extract of sample
Consumer-brand relationships

When the concept of branding is applied in the marketing strategies, there is a huge possibility that an effective consumer-brand relationship is created. The marketing experts have realised that the customers have become more informed and have easy access to a wide range of choices and the only way to get competitive advantage in the respective market is to strengthen the consumer-brand relationship which means getting the customers emotionally involved with the brand (Bengtsson, Bardhi & Venkatramann, 2010). It is stated by Frank et al. (2010) that the companies that will ensure that they create a highly gripping, pleasurable, consistent and compelling experience of brand for their customers which will enable it to get the top ranking in the market. However, the companies that strive to strengthen their brand just to obtain monetary benefits or don’t take account of the customer’s preferences are often unable to create a healthy relationship with their customers. ...
Theoretical perspectives of Consumer-brand relationships Brand has been defined by many researchers in different ways as there is no concrete definition for this terminology. The most easiest and raw description of a brand is “awareness about a product or service offering” (Thomson, MacInnis & Park, 2005). According to Carlson, Donavan and Cumiskey (2009), a firm has to promote its brand which comprises of creating a name, broadcasting it to the target market and then implementing it on its corporate identity or the set of service or product offerings; the brand is the key element that highlights the presence of a company and its product or service in the market. Every organisation has to market its brand so that it can create a brand identity which is the set of associations that consumers develop about a certain brand (Bauer, Heinrich & Martin, 2007). For instance, Disney World is considered to be the best place for fun, adventure and enjoyment; it is the destination that everyone wants to go to have the spectacular experience of their lives with family and friends. Disney World has further strengthened its brand image by making valuable additions in its service offerings so that it can meet the changing demands of its consumers. In order to create a good and effective consumer-brand relationship, the marketing managers of a company have to use the logos, taglines, product attributes and other aspects in the marketing activities to differentiate the brand from its competitors (Carroll & Ahuvia, 2006). The basic requirement of strengthening the brand-consumer relationship is to give the most sensational brand experience to the customers by using all available sources such as promotional events, advertising, Websites and Customer Relationship ...Show more

Summary

Consumer-brand relationships NAME: AFFILIATION: UNIVERSITY: Introduction to Consumer-brand relationship In today’s dynamic and competitive environment, the companies are compelled to do investments in avenues that will support them in attracting and retaining the customers along with nurturing the brand relationships with them so that they are able to create a distinctive image in the market…
Author : iroob
Consumer-brand relationships essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Consumer-brand relationships"
with a personal 20% discount.
Grab the best paper

Related Essays

Brand Personalities
Brand personality is a group of personal characters related and connected with a brand. Jennifer Aker, in her book, Dimensions of brand personality,” Journal of Marketing Research, defines brand personality as “a sequence of individual characters related with the brand”.
12 pages (3000 words) Essay
Consumer Behavior: Brand Personalities
The development of brand personality is the decisive aspect for brand accomplishment as it assists to set apart a particular brand from others, builds up the emotional characteristics of a brand and enhance the individual significance of a brand to the customer.
12 pages (3000 words) Essay
Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour
“Brand can be defined as “A name, symbol, logo, signature or a combination thereof that defines a manufacturer's products or services through differentiating them from competitors' products or services and offers perceptions such as quality, value, prestige to the consumers” (Pars & Gulsert, 2011, p.228).
10 pages (2500 words) Essay
Brand Identification Plays In Brand Loyalty and Brand Promotion
Furthermore this chapter will also highlight the importance of a brand to the company as well as to the consumers. Finally the concepts will be related with the objectives of the study in order to achieve a strong conclusion. The chapter also proposes to review the studies accomplished earlier on this particular area of concern.
8 pages (2000 words) Essay
BRAND PERSONALITY
BRAND PERSONALITY Introduction According to Aaker and Fournier (1995), brand personality is the “set of meanings constructed by an observer to describe the ‘inner’ characteristics of another person…that can be used to summarize complex behaviors and form expectations of future behaviors’ (p.
9 pages (2250 words) Essay
Brand Positioning
Founded in 1906, it is a business organization with vast marketing experience of over a century hence having an advantage over the rest the competitors in the market. The Xerox Company has developed different brands in the market, done sales promotion and therefore has been able to win customer loyalty thus boosting its sales and revenues.
8 pages (2000 words) Essay
Customer Relationship Management: brand loyalty
Customer Brand Acceptance (CBA), Customer Brand Buying (CBB) and Customer Brand Commitment (CBC) have become more of notions than of strengthened research outputs. Two dimensional concept of brand loyalty has been studied2 along with a number of other frameworks and methodologies3,4.
2 pages (500 words) Essay
Impact of Brand Personality on Consumer Decision Making
They advise us that commitment is what brands seek to establish with consumers as it represents what they feel about a company, as opposed to loyalty, which they describe as what consumers do (Hofmeyr and Rice, 2000, p. 3). In order to gain a level of commitment from consumers, a brand must establish some sort of relationship as well as image that transmits and provides them with a reason or reasons to act upon that foundation.
14 pages (3500 words) Essay
Brand Positioning
The Xerox Company has developed different brands in the market, done sales promotion and therefore has been able to win customer loyalty thus boosting its sales and
8 pages (2000 words) Essay
Controlling and Harmonising Brand Identity, Image, and Personality of Apple 03041
tity is one of the most effective strategies through development of unique products as a means of communicating its identity to both the clients and the stakeholders. In addition, it is significant for the company to utilize a marketing mix in relation to branding. In marketing,
14 pages (3500 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation