Marketing Project on Brand Image, Branding Strategy 2017
Brand Image
Brand Image : Brand photo method the picture of a selected brand in marketplace and in eyes of human beings. Brand photograph makes a decision the popularity of a brand in market. A logo having excellent emblem image is considered greater famous than a brand with low picture.
Components of Brand Image : There are 3 additives to a logo image : attributes, outcomes and logo personality. It is possibly more inclusive to consider a manufacturers picture as encompassing all the associates that a purchaser has for that logo : all of the mind, feelings and imagery-even colors, sounds and scents – that are mentally liked to that brand inside the purchasers memory.
First comes the attributes, attributes means characteristics or capabilities or advantages of a specific brand. A emblem is thought by way of its attributes i.E. The traits it offers. Attributes effect the brand image i.E. A product or brand with lot of blessings in evaluation to its nearest alternative is taken into consideration extra appropriate. Thus it complements the brand photograph. Then come the consequences, consequences way the impact of the product. The product or brand which offers ultimate precise end result is taken into consideration good logo. Thus, results also impact emblem picture. Last thing of emblem picture is logo character. Brand personality includes institutions with specific characters, symbols, endorsers, existence styles and types of customers. Together, such brand character associations create a composite photo of a logo. It gives the emblem a experience of human, it makes you experience a emblem as someone. Thus it characterized it as adventurous, head strong, undependable, excitable etc. Brand character also anociate emotions with logo. Like fun, excitement with Pepsi, taste, health with honey. Brand persona additionally creates an anociation of that emblem with sure critical lifestyles values, which includes interesting existence, the look for self appreciate, the want to be highbrow, the choice for self-expression and many others. Finally what regularly topics greater than the specific personality attributed to logo is the question of whether a brand has any clear persona in any respect. Thus, it may be said that the brand character of a “brand as someone”, is utilized by various advertising and marketing businesses and marketing purchaser businesses.
Thus, those are the three components of logo photo. Brand picture is a critical tool for making powerful sales. Brand picture builds the confidence in clients. A product which owns excessive logo image is constantly at an advantage in comparison to merchandise with low brand picture. Thus, emblem picture can be described as influence of brand in eyes of clients.
According to David Ogilvy :
“We preserve that each commercial must be considered as a contribution to the complicated image that’s the brand image as part of the long time funding in the recognition of the emblem.”
Brand Policies & Strategies :
All companies prior to introducing any product set up a branding policy or approach especially with a view of destiny new product.
The producer can use any of the subsequent :
1. Family or Blanket Branding :
In the usage of a circle of relatives or blanket branding approach, the manufacturer chooses to apply the equal logo call to all the products. Firms along with Kissan, Amul, Britannia & Philips use this approach. This choice is adopted generally whilst the goods are similar in phrases of advertising and marketing mix strategies i.E. They use identical distribution channels, conversation channels and so forth. Family branding method have a few essential benefits firstly due to it’s going to less time through clients to simply accept the product. Secondly there may be no want of emblem name studies and thirdly client response to the brand new product can be quicker. Its handiest drawback is that it should be very specific about first-class of product, as it need to be very particular approximately fine of product, because it should be at the extent of existing product. Thus, this is Family or Blanket Branding. It provides a cowl over all its merchandise & all are recognized through it it truly is why it’s miles referred to as Blanket Branding.
2. Individual manufacturers :
When a company produces or sells various merchandise, it can now not be suitable to use one own family or blanket logo name. Colgate, General Foods and many others. Market a spread of products that might now not be amenable to own family branding. Individual branding strategy lets in companies to develop exceptional photos and positions for each in their merchandise. Individual manufacturers are costly to introduce, on account that each new product should be closely advertised to establish logo attention. Thus, person branding allows in increasing marketplace proportion of that corporation however beneath exceptional brand names and merchandise.
Three. Mixed branding strategy :
In many large agencies, product line expansion happens in one of a kind guidelines so that new families of products can be deliberate while a brand new product is conceived. In this case, the company will use a mixed branding approach with comparable products carrying a family brand call and different merchandise with man or woman brand name. The approach is employed while the product line expands so that new merchandise are quiet different from other products, consequently requiring a unique call and advertising and marketing strategy.
4. Trade call and person brands :
The remaining strategy that may be hired by using the company is to anociate the corporation name with an individual emblem of every product. In this, the business enterprise call offers a few legitimization and the character call a few differentiation for the brand new product. This strategy, as in family branding carries the danger of terrible association of all products but it gives with a bonus of low value of advent, as logo is known to purchaser.
Brand Name research
The preference of Brand name is an inherent part of advertising and marketing approach designed to bring about a a success new product release is nicely recognized. Research is often carried out to decide the photograph that some of opportunity brand names may additionally deliver to the quit user. The objective of this studies is to identify which emblem name conveys the favored photograph before the new product is launched.
Techniques used for logo call studies are :
1. Rank order :
Rank Order approach, a sample of present users of potential users would be asked to rank the opportunity emblem names for a precise new product in their order of desire. The logo call that receives the best preference ranking might be adopted as the logo name. This technique is easy to employ and can be finished speedy without exceptional price.
2. Scaling :
Scaling strategies are often hired to decide stop-consumer reactions to traits conveyed with the aid of the brand name. If the firm desired to carry an image of electricity, aggressiveness etc. It might pick out the logo call that customer discover with these attributes.
3. Motivational studies techniques :
The objective of motivational studies should not be to select the final logo name however to signify which one or two words enchantment most to the goal market shade, packing, printing and different elements used to display the logo call will all affect its performance.
These are the methods to determine logo call. Brand name is the first affect that customer receives. Thus, it assist in a notable way to construct a sturdy, superb logo photograph.
Brand image is the belief of brand among gift customers, capability customers and in marketplace. A logo owning a strong picture constantly rules the market and makes effective income. Thus its very essential for agencies to gather a excessive emblem image.
Importance of Brand Name :
Consumer emblem choice way to which logo clients gives importance and precedence.
A brand is a name, time period, symbol or layout or a aggregate of those that offers identity to the maker and dealer of a services or products. Brand is an vital part of a product, it offers a name, an identity of product, furthermore branding can upload cost to a product. Mostly human beings preference the product through its logo. E.G. A bottle of white leinen fragrance might be perceived as a high quality highly-priced product however if the equal perfume is in unmarked bottle it would be regarded as decrease satisfactory product despite the fact that the frequency, fine and many others. I.E. Are different incidents are identical. This clarifies that a branded product is continually desired in evaluation with non-branded product.
Brands additionally inform the client something approximately product pleasant, a normal purchaser is aware of that they will get equal function, first-class and advantages on every occasion they buy the product. A accurate name can upload significantly to a product achievement.
Attitudes are expressions of inner feelings that mirror whether a person is favourably or unfavourably pre-disposed to some object or logo. Attitudes aren’t immediately observable however are inferred from what human beings say or what they do.
Example : If a researcher incorporates out a survey and finds that a customer continually uses a product and additionally suggest it to buddy, it will to concluded that consumer have a superb mind-set toward that product.
To live to tell the tale in such a aggressive environment it’s miles quiet essential to understand liking and disliking of the customer. Consumer mind-set help to recognize approximately what’s their view approximately product.
Customer is the significant factor of all advertising and marketing sports. Thus, it will become very vital to recognize approximately his attitude because purchaser attitude decides the placement of product in marketplace.
Importance of observe of customer attitudes & brand preference :
In present context, it’s miles very critical to look at patron attitudes, as its a competitive global if a manufacturer does not understand about consumer attitudes he emerge as previous and could not live in marketplace for long.
The have a look at of client nature facilitates in following :
1. Price Policy.
2. Decision regarding channel distribution.
Three. Production coverage.
4. Consumer Satisfaction.
Scope of the observe
The desire of Brand call is an inherent part of advertising and marketing strategy designed to result in a successful new product launch is nicely identified. Research is regularly performed to decide the photo that some of alternative brand names may also convey to the quit user. The objective of this studies is to identify which emblem name conveys the preferred image before the brand new product is released.
The objective of motivational research must no longer be to select the very last brand name however to suggest which one or two phrases appeal most to the goal market coloration, packing, printing and other factors used to display the logo name will all have an effect on its overall performance.
These are the methods to determine logo name. Brand call is the primary impression that client receives. Thus, it help in a exceptional manner to construct a sturdy, wonderful brand image.
Brand picture is the belief of emblem among gift customers, ability customers and in market. A brand proudly owning a strong image constantly policies the marketplace and makes effective income. Thus its very essential for companies to acquire a excessive logo photograph.
Project Description :
Title : Project Report Brand Preference and Brand Image of Suitings
Category : Project Report for MBA
Description : MBA Marketing Project Brand Preference and Brand Image of Suitings
Pages : 64