Some of them may be internal while others may come from external conditions. However, a part of the performance of the company is also highly attributed to the skills of the marketing manager in ensuring that the product is…
All these factors must have congruence or compatibility in order for them to work towards the success of the business.
There are five dimensions to a framework of a particular brand. These are sincerity, excitement, competence, sophistication and ruggedness (Achouri, Bouslama 2010). The consumer is then able to feel confident about a particular product that meets these qualities. This is because he or she can connect emotionally with the product as well. They will therefore, have to rely on brand equity in order to establish the consumer personality of the product produced by a given company (Punyatoya 2011). According to (Fetscherin, Heinrich 2014), there are four quadrants that determine the attachment of a consumer to a product. In the first, the product is highly functional but a small emotional connection to the consumer. In such a case, the customer invests in the brand functionally. It is not price sensitive.
The second quadrant has consumers who have both a high functional and emotional connection to the product. The third quadrant has consumers who both low functional and emotional connections to a product. This means that they are not necessarily loyal to a particular brand. In the fourth quadrant, there are consumers who have a low functional but high connection to the product emotionally. This means that the brand does not possess all the qualities consumer is searching for, but they just use it as it emotionally compensates for missing factors. These factors are studied for a business-marketing manager to come up with the appropriate marketing skills. (Punyatoya 2011) Illustrates that a little investment product will require a strong endorser to attract the attention of customers and convince them more effectively to accept the brand. On the other hand, a high involvement product simply requires a strong argument in order to get a hold of the ...
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(The Brand Effect Assignment Example | Topics and Well Written Essays - 750 Words)
“The Brand Effect Assignment Example | Topics and Well Written Essays - 750 Words”, n.d. https://studentshare.net/marketing/763383-the-brand-effect.
and is aiming to capitalise on the event of New Year’s resolution. At this time of the year the consumers tend to make different new resolutions and promises aiming to fulfil these resolutions and promises throughout the next year. This is good opportunity for Co operative healthy brand to promote itself and improve the overall brand image and position.
Thereby, the objective of the paper was to identify the limitations of the brand through an extensive study of the brand philosophy, value, image and position in the global context. With this purpose, the assistance of various branding models had been considered in this paper, i.e.
(1991). Managing brand equity: capitalizing on the value of a brand name. Simon and Schuster. 11 Glynn, M.S. (2009). Business-to-business brand management. Emerald Group Publishing. 11 Keller, K. (2008). Strategic Brand Management. Pearson Education India.
The investigators carried out interviews on senior research managers in a bid to obtain their view on the research objectives. The senior research managers who were interviewed were selected from a wide range of consumer packaged goods companies/firms. The interviews that were conducted revealed that the senior research managers placed a similar emphasis on discounting and advertising to what the data obtained by the study revealed.
.... 3 1.1 Significance of the Project .................................................................... 3 1.2 Main Purpose and Research Objectives ............................................... 4 2. Literature Review ..................................
Brand House Services Company Executive Summary Being the last assignment of the cooperative education, this study is obvious to be inferential in nature. The main thrust and emphasis will be on two different subjects. The first section will discuss or will be to critically reflect upon the workplace experience and along with that discussion about the other learning goals will also be highlighted.
Companies having overcapacity of products gives more discounts. The manufacturer should stop the discounting rate at which they offer to the retailers. This practice may results in losing the long term profits. Kevin Clancy had
The factors that affect decision making among consumers should not be a cause for worry among companies. They should be capable of changing with these factors in order to satisfy the growing need of their clients. Marketing brands are there for the