Brand Management Contents Brand Management 3 Brand Image 3 Brand Salience 4 Comparison and Contrast 5 Consistency in Brand Image 6 Relation between Brand Image and Brand Salience 6 Planning and Construction of Brand Image for a New Brand 7 References 10 Brand Management Brand management begins with the definition of the term “brand”…
A mixture of various marketing media is called branding. Branding tends to give an identity and captures the mind of the customers with the name of the brand. Depending on the brand value and the intended target segment, companies of all sizes are increasingly weighing their options whether to promote their marketing campaigns through the social networking sites, since there are high chances of possible dilution of the brand value as well as backlash coming from negative feedback and comments from disgruntled and unhappy consumers (Smith and Zook, 2011, p. 14). So, companies are increasingly taking a much more conscious step in their effort to promote the brands in the minds of today’s tech savvy consumers by the usage of promotion techniques such as website promotion, email marketing and mobile promotions. Brand Image The current outlook of the customers regarding a brand is called brand image. Brand image can be looked upon as the set of beliefs the target customers hold I respect of a certain brand. Brand image is constructed in the minds of the customers from all sources. Brand image has the potential to convey emotional value. The basis of an image in the mind of customers depends upon the subjective perceptions that the consumers have in respect of some brands. When a consumer decides to purchase a product, he is not purchasing only the product itself but also the brand. It is the image that drives the consumers to buy that brand. The brand communications can help to strengthen the images. There are four steps by which a certain product can create its brand image. Creating a brand image is essential to sustain in the long run. The product must be uniquely valuable and present itself in front of the customers in such a fashion that customer can have a clear idea of the benefits that the product provides. The product should communicate with the customer in such a manner that is easily understandable and easy to remember. Another important step in order to create brand image is to differentiate itself from the already existing competitors. The new brand must analyze the key selling points of the competitors. The brand will have to set a new structure of promises to the customer, which it will be able to deliver. In fact, the promises offered by the new brand may become the selling point for the brand. The marketing strategies of the brand should revolve with a central theme. The theme may consist of a single idea, and this will act as the focus in all external communications. The brand that is willing to penetrate into the market must live up to the promises made. So the first and foremost step to penetrate into the market is not to make fake promises which the brand cannot live up to. If the brand fails to fulfill the expectations, then in spite of many attempts, it will not be able to enter the market according to its desires. Brand image is created only when the brand creates and meets the expectations. Brand Salience The propensity of the brand to come into the mind of the customers in the situations of buying is regarded as brand salience. It differs from the concept of awareness. It reflects the quality as well as the quantity of the network that buyers hold in their minds. The ability of an item to stand out from its competitors and create its own identity is regarded as the concept of salience. The concept of brand salience has achieved much prominence in the brand ...
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(Brand Management Assignment Example | Topics and Well Written Essays - 2000 Words)
“Brand Management Assignment Example | Topics and Well Written Essays - 2000 Words”, n.d. https://studentshare.net/other/12303-brand-management.
The most challenging part of this branding progression is to fulfill the promises, which are made with customers through advertisement and marketing. However, the technique of under-promising is an ideal one in these circumstances, which focuses on delivering more value in terms of price, quality and ease of use, than the customer expects.
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.
(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.
In this case, BIG is an example of an organisation that serves s a case study for analyzing the extent to which business strategy can help in the realisation of performance target. Some of the aspects likeable about the experience are the perfect reward systems that Air Asia had introduced for customers.
He aimed at providing each athlete with the most standard equipment. In 1920, he made his first shoes by employing the few available materials after World War I. Presently, the range of Adidas products stretches from apparel and footwear to accessories of every kind of a sport.
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
In this regard, the business must always develop a good relationship with its public as a way of enhancing its brand in the market. Sony Corporation has greatly done much in enhancing its brand in the United
Research has revealed that the rewards of customer retention have immediate and direct impacts on an organizations success. The expenses related to customer retention activities decrease over time while consequently,
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