![]() They have to order for large quantities to avail of discounts, and maintain large inventories. Why the distributors or resellers bother to sponsor their own brand? The third is the licensed brand as being operated by Coca-Cola Company in India. Similarly, Mobilink (main brand Motorola) and Shyam’s Garments (New Delhi) and Nalli Sarees use their own brand names. Thus, when Videocon started its business in electronics, it introduced TVs under the brand Videocon in the market. The distributor or retailer could also use its own brand. The questions to be answered is: Who should sponsor the brand? The brand can be sponsored by the manufacturer or producer (also called national or international brand) such as Amul, Godrej, Tata, Sony, etc. A strong integrated marketing communication network can contribute to the success of a brand. The role of marketing communication is to inform public about polices and attributes of the products, it plays an important role in building a successful brand. After sales experience of customer with the product also develop credibility. This can be achieved by training and development of employees.Ĭredibility can be developed by reliability and integrity of product and service, it brings brand loyalty and retention of customer. Internal marketing is more important in service sector where customer and employee interact with each other directly. Long-term view point can be built by continuous association and effort of a company toward customer satisfaction.Ī brand should be marketed within an organization each employee should understand value and esteem of company’s brand. Building customer awareness, communicating the brand’s message and creating customer loyalty takes time. Long-term perspective is the need to invest in the brand over the long-term. This is often required when a brand has become tired, perhaps because its original market has matured or has gone into decline. In fact, successful positioning usually requires a combination of these things.Īs we know that consumer behaviour is dynamic in nature therefore marketers reposition a brand to reflect a change in consumer’s tastes. Positioning can be achieved through several means, including brand name, image, service standards, product guarantees, packaging and the way in which it is delivered. Brands can be positioned against competing brands on a perceptual map.Ī perceptual map defines the market in terms of the way buyers perceive key characteristics of competing products. ![]() Strong brands have a clear, often unique position in the target market. Positioning is about the position a brand occupies in a market in the minds of consumers. Positioning is how a product appears in relation to other products in the market. It is important, therefore, to understand what brands are and why they are important. There is plenty of evidence to prove that customers will pay a substantial price premium for a good brand and remain loyal to that brand. Brands are a means of differentiating a company’s products and services from those of its competitors. “Brand is a name, term, sign, symbol or design, or a combination of these, that is intended to identify the goods and services of one business or group of businesses and to differentiate them from those of competitors”.īranding is a combination of tangible and intangible attributes symbolised in a trademark, which, if properly managed, creates influence and generates value. In this article we will discuss about:- 1. ![]()
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