Running head: HOW TO MAKE A BRAND STRONG

How to make a brand strong

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Running head: HOW TO MAKE A BRAND STRONG

ABSTRACT

This study focuses on how a brand strength relies on the relationship between the consumer
and the company. This research aims to find out ways to improve the brand image through
various empirical methodologies. It will also take into account the qualitative and quantitative
methods to analyze the data to draw the inferences and reach definite conclusions. The
exposure of brand trust as seen a unique dimension instead of brand cognizance works well
with the latest literature on global consumption orientation, global branding, and corporate
reputation.

Keywords: Audience engagement, brand functions, brand awareness, global consumption

orientation, corporate reputation.

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 Running head: HOW TO MAKE A BRAND STRONG

INTRODUCTION In essence, brands can define its long-run,

given that the bridges are built by marketers,.
In recent times, brand name is everything that
They represent some core beliefs and these
a company stands for. The market is quite
beliefs modify shoppers to differentiate and
cutthroat and almost everything is online with
commit. Brands transcend transient virtues
a rapid update of the information cycle. Every
resembling value and merchandise
company or manufacturer needs a rock solid
individuality. They represent things a bit
brand to outsmart the other competitors and
deeper for values that are on the brink of the
have the most of the engagement with the
consumer’s heart and his or her purchase-
audience. A brand can have a very long lasting
system. (St. Louis, 2016)
benefit for a manufacturer. It can make any
merchandise or the products’ legacy exclusive Propositions Linking Brand Value
and long-lived. Before launching their
Five sets of propositions that link product-
products in the market, every company’s
positioning starts with the shoppers spreading
owner thinks about what the audience needs.
brand name and info. They'll divide the brand
The visual image of what a company
into any of the 3 levels. The product’s name
manufactures or provides a service for is an
that sounds stunning will create shoppers
important part of branding. The emotional
adore it and purchase more, so opt for a
responses of a consumer to a brand are the
genuine name. Nearly every vendor spends a
biggest purchasing influencers - their attitude,
very long time to create an honest name that
perception, and value related to the product.
allows shoppers to keep that in mind. A
When a company delight the consumers, the
producer has four support selections as
value gets added to the brand. The variety of
follows. Building on the theory of social
great products act as the curtain over the
psychological feature and class, this analysis
occasional flop of a brand. Similarly, when a
proposes 2 sizes of work: support cluster
company does not delight consumers or its
connexion and occasion character fit. For the
audience, it eventually leads to a reduction in
analysis, individuals understand that “line
value of the brand. Although the introduction
extensions, complete extensions, multi-brands,
of a new variety or a range of products cannot
or new product” are these four selections for
significantly make the audience forget the flop
the corporate to decide on its name for the
that company produced. A well-developed
complete.
strategy related to branding will ensure that
the audience will relate to the product on a In order for a disapproval effort to achieve

deeper level. success, an organization should initially

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 Running head: HOW TO MAKE A BRAND STRONG
establish its core philosophies, reminiscent of
its mission statement and values. It is also
vital to see brand's worth proposition to the
buyer. This can be the muse of building a
product that actually represents the
organization.
A "brand" is the results of the popularity and
therefore the personal attachment that forms
within the heart and mind of any purchaser
through their accumulated expertise therewith
“brand”. These experiences contribute to
augmented shopper trust and loyalty and
permit building sturdy relationships with the
“brand”. In this fashion, “brands” promote the
rise of stockholder worth and establish a long-
run advantage in the marketplace for
organizations. (James, 2013)
When a lot of organizations focus their ways
on building powerful brands as they represent
competitive advantage and that they are a key
success considers making worth to the client
and at identical duration to the corporate.
Functions Of Brands
As customers gained experience, de
Chernatony and McDonald (2003) have
known eight distinct functions of brands.
These embrace whole as: (1) a symptom of
ownership (2) a differentiating device; (3) a
soul of purposeful capability (4) a device that
allows patrons to a specific thing regarding
themselves (5) a risk-reducing device (6) a
shorthand communication device (7) a legal
device and (8) a strategic device. additional
recently, de Chernatony (2006) has
categorized these functions into three
perspectives: (1) an input-based perspective
(branding as how guiding resources influence
the shoppers and to realize his response) (2) an
output-based perspective (consumers’
interpretations of how brands change them to
realize more) and (3) a time based perspective
(recognising brands as dynamic entities with
an evolutionary nature).
To develop the whole onto whole leadership
and gain property market share, organizations
have to be compelled to manage the whole
rigorously within the acceptable direction. For
this reason, Kapferer (2008) expressed that the
whole should be: (1) embodied in
merchandise, services, and places; (2) place
into applying by individuals at contact points;
(3) activated by desires and behaviors; (4)
communicated; (5) distributed.
The best way to build and nurture an efficient
complete image is thru a multidisciplinary
approach that mixes owned, attained and paid
media in a very coordinated, digital scheme
made of PR, social, search and different parts.
References:
1. deChernatony, L. and McDonald, M.
(2003) Creating Powerful Brands in
Consumer, Industrial and Service Markets,
3rd Edition. Oxford: Elsevier Butterwort-
Heinemann.
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 Running head: HOW TO MAKE A BRAND STRONG

2. deChernatony, L. (2006) From Brand

Vision to Brand Evaluation: The Strategic
Process of Growing and Strengthening
Brands, 2nd Edition. Oxford: Butterworth
– Heinemann.
3. Kapferer, J. (2008) The New Strategic
Brand Management: Creating and
Sustaining Brand Equity Long Term, 4th
Edition. London: Kogan Page.
4. St. Louis, M. (2016). 5 Steps to Building a
Strong Brand Identity When the Game Is
Constantly Changing. Inc.com. Retrieved
5 April 2018, from
https://www.inc.com/molly-reynolds/5-
steps-to-building-a-strong-brand-identity-
when-the-game-is-constantly-
changing.html
5. James, G. (2013). How to Build a Really
Strong Brand. Inc.com. Retrieved 5 April
2018, from https://www.inc.com/geoffrey-
james/how-to-build-a-strong-brand.html