In the era of globalization the world people live in becomes more and more complex, so that the individuals need to find easier ways to guide them through this world.
These days, from the point of view of the consumers, they choose the most trustworthy symbols they encounter on their way, most of the times, in order to save time.
The trend that we are facing today determined marketing specialists to conceive customer-oriented strategies. Business practices focus a lot upon the satisfaction of customers.
The most important means of communication between the producer and the consumer, the main type of connection for the two sides, is the brand.
The Importance of the Brand Surveys were made in the UK, which showed that most of the times people trust brand names more than the Police or the legal system.
So, one can say that the relationship between consumers and successful brands is extremely relevant.
A successful brand is a well-known product, service, person or place presented on the market in such a way that the user or buyer finds it to be relevant or unique.
Brands are used both for products and services and can even be associated with people such as actors, singers or places, for example the marketing used for building up tourism attractions. Brands may belong also to the non-profit organizations, most frequently in the cases of the international ones such as the Red Cross or the Greenpeace. The success of a brand depends mostly on the clearness of its statement of intent.
A clear-targeted social group and the achievement of the main purpose which is to satisfy and exceed the consumer s needs are the main things which stand at the basis of the success of a brand.
Just like a person, a brand has a character, values and a look that make it truly unique and different from others.
It s that point of difference that provides the customers of a company with a reason to choose their brand over the alternatives; and it s the strength of the brand that will then determine the length of that relationship.
Consumers have needs both at the rational and the emotional level, needs which are covered by the benefits delivered by brands.
Successful brands are those which have the correct balance in terms of their ability to satisfy the rational and emotional needs.
As an example, the consumers of ice-cream have a variety of rational needs such as the taste, the quality, the packaging or the price. Besides these rational needs, they also seek to satisfy emotional needs such as, in the case of the ice-cream, the childhood nostalgia of a summer afternoon walking with their grandfather on the beach.
According to all these sorts of needs, marketers must find ways in which their brand satisfies their rational and emotional needs and then develop marketing programs accordingly1. Therefore, the brand is the one which creates awareness of the product or service and which differentiates it from the other competitors.
It uses names, labels, signs, symbols, designs and ...
ELWOOD I. - "THE ESSENTIAL BRAND BOOK" - KOGAN PAGE LTD, 2002
GILMORE F. - "WARRIORS ON THE HIGH WIRE" - HARPER COLLING BUSINESS, 2001
Pentru a descărca acest document,
trebuie să te autentifici in contul tău.
