Post on 20-May-2017
What Brands means to us
Corporate Brand & Aim Corporate Brand should:
differentiate the company from its competitors and other
entities in favourable way for itself
should create value for the consumer
Aim: To influence people in a desired way so that the image of
the entity, the sender, will develop as is wished by the sender.
Everything can be branded Branding is more of creating an identity.
Anything & everything can be branded including: Products
Services
Everything can be branded Countries
Cities
Individuals (constructing an identity for oneself)
Suonenjoki Darjeeling
Importance of Brand – Consumer’s View
Brands – 2 way
approach
Sender Focused
(Company)
Consumer Focused
• Sender Focused – Brand Identitye.g. – Facebook, Reality shows
• Consumer Focused – Brand Image
Brands from Customers View Levy – “people buy things not only for what they can do,
but also for what they mean”
Consumer consumption choice = product utilities + Brand
symbol
E.g. – Nike, Adidas, Puma etc.
Identity Construction Process Consumer – Need for consumption
Brand + Image/Symbol
Product Utilities
+ve/-ve memory (if +ve memory)
Association with the Brand
Purchase/ Not purchase (if purchase)
Repurchase No Purchase
Brand relationships live on also after our death
Brand Image
Constructed over time
Process is dynamic and
relationalEarlier
memories
Experiences from multiple
sources
BRAND COMMUNITIES
Meaning-
A specialised, non-geographically bound community, based
on a structured set of social relationships among the
admirers of a brand.
e.g. Harley Owners Group
3 Dimensions of a brand Community
Citroen 2CV-case study
1. Consciousness of a kind- Group of people feel
a collective similarity to another group and feel
they are different from others.
2. Ritual and traditions- The way in which people
greet and welcome one another.
3 Dimensions of a brand Community
3. Moral obligation-
o The club members share the clubs history and stories from the earlier and what
is expected from its members.
o The members share appreciation and technical solutions of the brand and the
beliefs with the other members of the community
Factors affecting Consumer’s Brand Image
Culture CompanyConsumer
’s Own Experienc
e
Earlier Images
over Time
Other Important Sources
Brands as citizen-artists “McDonaldization” of the culture.
o Efficiency- minimization of time
o Calculability- objective should be quantifiable
(e.g., sales) rather than subjective (e.g., taste).
o Predictability- Standardized and uniform services
o Control Through the Substitution of Nonhuman for Human Technology
o The Irrationality of Rationality
Moral of the Case Important to understand brands from consumer’s perspective
Factors affecting Consumer’s brand image:
o Brand Culture
o Consumer’s own experience
o Company/ Sender
o Earlier images over time
o Other important sources (friends, relatives etc.)