Brand recall and brand recognition indicates the stronger state of minds in consumers perceptions. It is a kind of superiority a brand has over others. A few of brands have a clear dominance and popular in a particular category as consumers need no recall effort to identify it. The brand which needs recall and recognition must have some special brand associations such as a particular symbol, its attributes, or a celebrity endorsement.

In this customers’ associative network brand identity is a major element. It is in fact a kind of customers relationship management
in which brand establish a knot with its customers to generate a good brand value preposition based on its functional, and emotional brand routes according to marketing research
. It has twelve dimensions and broadly categorized in the four perspectives as: Brand as a product, Brand as an organization, Brand as a person, and Brand as a symbol.
The core of branding is its appearance in a form of product which is desirable and feasible in customers’ usage. Then it is cued by the customers from its product category. However, when brand is a product it is easy to imitate as compared to an organization. The important things to consider while making brand strategy for organization is its values, culture
, and modern attributes such as quality, innovation
, and communication.
When brand comes in the form of a person by celebrity endorsement it is perceived as a more competent, impressive, worthy, humorous, youthful, and trusty. It is a bit more interesting in customers’ perception. Such brands have strongest market share and customers afford it with high premium price
. And lastly, brand symbol which provide more cohesion and structure for customers understanding. These symbols have forms like visual signs
, and visual images. These are hard to develop and thus change eventually with lapse of time.
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