Download Brand and Brand Equity

The effect of sound
motivation in branding
Instructor: Kate
Name: 陳建佑
Student No.: 9822618
Introduction
Sound advertising are everywhere in our
daily life. Undoubtedly, sound has played a
significant role in consumer marketing and is a
major force in the interactive process of
consumer behavior. Most retailers agree that
sound is one of their most important
considerations and expenses.
(Yalch & Spangenberg, 2000)
Introduction
Past reviews of experiential evidence in this
area have included sound as part of a larger
factor
(Lam, 2000; Turley 2001)
Dunbar, 1990, says that “sound makes you
watch or listen in a different way”.
LITERATURE REVIEW
1
brand and brand equity
2
mark and sound trademark
3
sound stimuli in branding
4
research hypotheses
Brand and Brand Equity
By the definition of American Marketing
Association (AMA), “brand is a name, term,
design, symbol, or any other feature that
identifies one seller's good or service from those
of other sellers.
The legal term for brand is trademark. A
brand may identify one item, a family of item, or
all items of that seller.
Brand and Brand Equity
According to Tulin (1998), “a brand is a name,
symbol, design, or mark that enhances the value
of a product beyond its functional purpose”.
Brands serve as markers for the products of a
firm. For customers, brands can simplify choice,
promise a particular quality level, reduce risk,
and increase trust.
6
Brand and Brand Equity
Studies about brand had concluded a strong
brand benefits both the firm and consumers.
- To the firms, strong brands provide resistance
from competitive attack.
- To the consumers, brand can signal a certain
level of quality so that satisfied buyers can easily
choose the product again.
(Kotler & Keller 2001)
Brand and Brand Equity
Tulin (1998) defined brand equity as the
added value to a product.
AMA defines the brand equity “The value of a
brand. From a consumer perspective, brand
equity is based on consumer attitudes about
positive
brand
attributes
and
favorable
consequences of brand use”.
Brand and Brand Equity
Aaker (1992, 1996) points out that brand
equity creates value for the firm as well as for the
customer, and it consists of brand loyalty, brand
awareness, perceived quality, brand associations,
and other proprietary brand assets.
Brand and Brand Equity –
Brand Awareness
For a consumer to buy a brand they must first
be aware of it. Brand awareness as essential for
the communications process as it precedes all
other steps in the process.
(Macdonald & Sharp, 2003)
Hoyer and Brown (1990) claim that effect of
brand awareness on consumer choice, brand
awareness provides a convenient cue for choice.
Brand and Brand Equity –
Brand Awareness
In this study, we define brand
awareness as “recognition or recall of
brand presence in consumer’s mind”.
Brand and Brand Equity –
Brand Association
Pitta and Katsanis (1995) propose that brand
associations of product can be stored in
consumer’s minds after brand awareness of the
product are already in their memories.
Brand and Brand Equity –
Brand Association
Brand awareness with strong associations
forms a specific brand image, further, brand
associations are complicated and consist of
multiple ideas. Therefore they suggest to
measure brand awareness together with brand
association.
(Mats ,2000)
Brand and Brand Equity –
Brand Association
In this study, we define brand
association as all brand-related
thoughts, feelings, perceptions,
images, experiences, beliefs,
attitudes, and so on that become
linked to the brand node.
Brand and Brand Equity –
Perceived Quality
Quality is the cornerstone of a strong brand.
A firm must have a quality product that delivers
superior performance to the consumer in order to
achieve a positive evaluation of the brand in the
consumer’s memory.
(Tulin, 1998)
15
Brand and Brand Equity –
Perceived Quality
Perceived quality has a positive influence on
customers’ purchase intentions and is the
antecedent of satisfaction and loyalty.
(Darsono and Junaedi,2006)
Aaker (1996) describes perceived quality is
linked to and often drives other aspects of how a
brand is perceived, it is often a major strategic
key point of a business.
Brand and Brand Equity –
Perceived Quality
In this study, we define perceived
quality as “consumer’s judgment
about product’s overall excellence or
superiority”.
Brand and Brand Equity –
Brand Royalty
Rubinson (1996) claim brand loyalty include
both attitudinal and behavioral components.
Aaker (1996) notes brand loyalty is a key
consideration when placing a value on a brand
that is bought or sold, because a highly loyal
customer can be expected to generate a very
predictable sales and profit. A brand’s value to a
firm is largely created by the customer’s loyalty.
Brand and Brand Equity –
Brand Royalty
Sonja (2007) indicates a brand-loyal person
would buy a brand in preference. Mats (2000)
argue brand loyalty makes customers buy
products of a particular brand name routinely and
resist them not to switch to another brand.
Oliver (1997) defines brand loyalty as a
deeply commitment to repurchase a preferred
product or service consistently in the future.
p.19
Brand and Brand Equity –
Brand Royalty
In this study, we define brand
loyalty as “preference or purchase to
a brand in attitudinal and behavioral
aspects.”
Mark and Sound Trademark
The definition of trademark by AMA is “A
legal term meaning the same as brand. A
trademark identifies one seller's product and
thus differentiates it from products of other
sellers. A trademark also aids in promotion and
helps protect the seller from imitations.”
Mark and Sound Trademark
Trademark is as important as brand to a
corporation. A number of scholars assert the
relationship between trademark and quality.
Ramello (2006) indicates a trademark
conveys information relating to the quality of
products and therefore facilitates and enhances
consumers’ purchase decisions.
p.22
Mark and Sound Trademark
Most countries have accepted word, design
and even slogan marks as their registration.
Some countries – Taiwan, United States, Canada,
Australia, for example, have broad acceptance of
nonconventional trademarks such as color, sound,
three-dimension, and even scent and motion.
Mark and Sound Trademark
Taiwan’s Trademark Law defines “Sound
trademark is a distinctive sound which identify
certain products or services of a provider, e.g.,
ads song, melody, speaking, or even animal’s
roaring.
In this study, sound trademark is any sound
used in branding or marketing to identify specific
product or brand. Sound trademark is defined as
“registered trademark in type of sound”.
Sound Stimulus in Branding
Using sound stimuli has been expressed as
Sound Branding, Audio Branding, Auditory
Branding and Sonic Branding by different authors
and each of them is equivalent concept to each
other.
The ability of music to create a wide range of
emotional responses is unquestionable.
(Jantzen , 2003)
Sound Stimulus in Branding
Cheskin’s research about measuring the
impact of sound on the perception of brand
identity indicates even brands are more easily
identified through visual stimulus; the effective
use of audio can equal the impact of the visual on
brand imagery.
Sound Stimulus in Branding
Regina (2007) had researched the
importance of five senses in branding. He argues
brand can be built using sound while the world
over underestimate the value of sound.
Sound Stimulus in Branding
Jantzen (2003) proposes that music to
become a trigger for emotional reaction will
lead to increase brand loyalty.
The notion that sound can actually
influence a purchasing decision has been
pretty much ignored.
Research Hypotheses
Alpert (1989) maintain that background music in
commercials influence mood and impact on attitude
and behavior, and further indicate that liked music
is associated with more positive attitudes towards
the brand.
(H1)
The sound stimulus is positively related to attitude
toward brand.
Research Hypotheses
According to King (1998) pleasant or novel sound
can grab attention, and this attention may evoke
audience’s recall of experience, memory, and
association. Sounds can become as familiar and
representative to an audience as the visual brand
logo.
(H2)
The sound stimulus is positively related to
brand royalty.
Thanks for your attention!