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MKT501 MODULE 2 CASE: The Marketing Mix - Research Paper Example

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MKT501 MODULE 2 CASE: The Marketing Mix

with their brands.” In this context, this study will seek to augment Fornier’s hypothesis that a brand relationship exist, using Walt Disney Company and McDonalds as examples to explain brand relations do exist in marketing.
Creating brand vision or identity according to David Aacker (1996), who is generally regarded as the worlds leading academic authority on branding strategy, is a key step to recognize a brand as something greater than a set of attributes that can be imitated or surpassed. On this view, Aaker suggests that a company consider its brand not just a product or service but as an organization, a person, or a symbol. AAker recommends the “brand-as-organization perspective” that focuses on the associations of the company’s people, culture, program and values, that make such organizations more endearing and hard to imitate by competitors. He said that a brand becomes more interesting and memorable and becomes an expression of a customer’s identity when it has a brand personality. As a metaphor in contemporary marketing, Aaker viewed that “a brand without personality, not unlike a person, lacks friends and easily overlooked”. Study of Aacker showed that there are factors that influence relationship with a brand and argues that a relationship exists between the brand as person and the customer; he likened this relationship with two people. He also posted that there is a brand personality that typifies the kind of person the brand represents. He said that in the brand personality, depth, feelings and likings are present that can also be based on the functional benefit relations, just as there is a business relation in persons. The success in developing a business relation with client, according to Phillips and Duncan (p.65 ) is to be able to know the consumers buying habits such as where, when and how consumers buy. By knowing these factors, the brand as represented by the company, should be able to place themselves on the point of ...Show more
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Summary

Susan Fournier (1998) said that customers have relationships with brands and identifies it as a metaphor customer relationship, while other authors contradict this claim saying that inanimate…
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