How does consumers' perception influence brand equity
How does consumers' perception influence brand equity - Essay Example
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Extract of sample How does consumers' perception influence brand equity
Advertising and marketing is all about conveying a single, unified message down to the target audience in a manner which meshes along well both with the client’s budget as well as the aspirations and expectations of the people for whom the brand is being marketed or advertised. It is formed on the basis of psychological and physiological movements which are studied by the advertising and marketing people so that the client (the company people) also remain happy and their business flourishes in the longer run. However, to get this very message down to the intended people is not an easy job to start with. It needs to be very targeted, precise and significant for them in order for them to take notice and understand that the particular brand connects with them in the best and most easiest of manners possible and hence they should be the ones to buy it for themselves and for this reason satisfy their need or even please themselves more than they had already expected.It is a sure tough job for the people who have to extract the perfect message which needs to be sharpened again and again before it actually gets down to the right kind of people who will make the actual purchase and therefore the product will be sold in the end. However, on the flip side of the coin, this requires selling the product or the brand in the mind of the consumer before he actually decides to go and buy the very same. This is refereed as the pre-selling stage and advertising has got a lot to do with it.
Speaking from a psychological standpoint, consumers connect with what is there on the electronic and/or print media for them in the form of a message that says a lot about their preferred brand and lists down the details as to how it could benefit the same person if he or she uses it…
With the advances in communication and technology, new lifestyles and the quest to appear young and beautiful, the demand for quality beauty products has increased significantly. Consumer quality sector is characterized by the emergence of exchange offers, discounts and intensive competition.
But if the modern media were to try to describe a beautiful woman, the description might not be far different from a “fairy of filleted flesh”! After all, with each passing day the media are driving more and more women in the West to emaciation in quest of the supposed body beautiful.
A decade or so ago, branding meant little to people. Branding until then simply involved designing a logo or creating a corporate profile that will help identify it and differentiate it from other brands. In the past decade, things on the branding front have undergone a sea change.
As a matter of fact, the majority of these brand equity models are based on an outside-in perspective focusing on the consumer's perception of the brand and the related buying and usage behavior. An integrated perspective including an internal perspective such as employees as an important internal source of brand equity has received little attention.
Among a large number of competitors certain companies and products are only able to create and sustain strong and powerful brands in the electronic market. Samsung is one of the successful brands in the
According to Hislop (2001), the turn of 20th century have brought tremendous change on the significance of product brand and the role it plays in the marketing world. The complex environment have yield dynamic approaches that greatly