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Brand Management; Influence On Consumers’ Behaviour And Satisfaction

1404 words - 6 pages

When people go to a store in order to buy food or commodities, they are faced with a problem of a wide choice of goods because nowadays there is a huge range of different producers. Moreover, all of them try to be recognized on the market by creating a significant image. As a result, companies create own brands. According to American Marketing Association (2013), a brand is “a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.” Also, the process of creating connection or association between emotional perception of the consumer and company’s product with target of creating distinction and building loyalty has ...view middle of the document...

Scientists usually consider a brand's image from two perspectives: company’s and consumer’s perspectives. Consumer’s perspective focuses on a consumer’s attitude towards the interpretation of brand image. If a company can adequately assess the consumer’s interpretation of brand image, it’s directly effect on the significance of brand in the market (Janonis & Virvilaitė, 2007). The second component of the brand identity is reputation. Reputation and image have a significant difference because reputation includes company’s behaviour and actions during the long-term. According to Bjerre et al. (2009), “corporate reputation is often used externally to measure the customers’ evaluation of the brand identity. Enhancing reputation through communication is most effective when it comes from an independent third party. This is one of the reasons why companies invest in PR and good relationship to media” (as cited in Bergström, Landgren & Müntzing, 2010). A next important internal component of brand identity is organizational identity. This component relates to the behavioral and cultural facets of a company, and describes how the employees identify who they are and what they stand for. Organizational identity is extremely important because of organizational culture which connects with performance and employee commitment. As a result, there is the employee’s competence to distribute all promises that the brand offer. Moreover the close interaction between the customers and the members of the company refreshes the brand.
Highly loyal customers can bring stabile sales and profit streams for companies. American Marketing Association (2013) defines brand loyalty as a “the situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category”. One of the most important factors that can increase customer’s satisfaction and interest is product quality. Yee & Sidek (2008) explain that product quality comprises the features and characteristics of a product that bears on its ability to satisfy stated or implied needs. For example, company Apple produces own devices from high-quality components, as a result consumers often can forgive them for a bit higher price products. Another component of brand loyalty is service quality that is a kind of personal selling when salesmen and potential buyers create direct communication. In fact, consumers like to shop so where they are satisfied with the service and receive a small privileges. Good relationship between buyer and seller ultimately leads to the construction of communication, and as a result in the future consumer is bound to a particular brand. Moreover a personal approach to customers impacts on their experience and service’s evaluation and additionally, influence on the loyalty to the brand (To and Leung, 2001, as cited in Yee & Sidek, 2008). In the context of brand loyalty, it is also a very important...

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