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Brand Building
Name of the Student
Name of the University
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Part I: Primary Research and Text Application
I have found one consumer who was extremely loyal to a brand-name product and he was
also my friend. I probed him to getting the information that why brand product existed and how
the individual feels about competitive brands. I have interviewed my friend with the above
questions and for that he answered me those are given below. He answered that the brand loyalty
was the one where human beings buy service and products from the same manufacturer
continuously rather than from other sellers and suppliers.
The existence of brand loyalty was the necessary one in order to enhancing the business
effectively. The brand loyalty existed in order to increasing the life time value of customers. A
brand loyal customer stayed with the business for many years that improved the bottom-line and
customer acquisition cost. The cost of obtaining the customer was the expensive based upon the
market those customers stayed loyal to the brand payment for themselves after additional sales.
By the existence of brand loyalty the customers will become buzz agents. Building the
brand equity and positioning was the based upon the brand loyalty. According to the brand
equity and positioning, the brand increased the overall sales per customers and discovered the
powerful marketing research. By the help of brand loyalty the customers will propel the business
into new level in order to growing the overall sales per customers. In this case, the business will
get benefit greatly from the customers that were brand loyalty in their marketing research.
Hence the brand loyalty existed in order to making these advantages to business (Cally Philips,
2007).
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He also provided the details about that how the customers feel about the competitive
brand of an organization. According to individuals, the competitive brand was the strategy that
defined the establishment and maintenance of competitive advantage and the competitive brand
also created the value for the customers. It also operated the business strategy and operating plan
in order to making business successfully. Individuals feel that the competitive brand was the
competitive advantage to an organization and this was the most important value in overlooking
sources.
According to brand equity and positioning, the competitive brands were the valuable one
and because the customers to be inclined for purchasing the product rather than from other
suppliers. The competitive brands can understand the key values in the mind of customers, know
how to out the values of the customers into the product or service and associate the brand with
the product value. The competitive brand affected the four factors those were operation skills,
management, cost structure and purchasing skills.
According to individual, the competitive brands contributed more to the enhancement of
business. The organizations can’t control the feeling of individuals about competitive brand and
but companies influenced certainly the feelings of an individual by making proper
communication about qualities in making the brand special. These details I have when making
interview with my friend about brand building.
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References
Cally Philips.(2011). Brand Loyalty. HoAm Presst Publications of Data. ISBN 095-6683-894.
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Part II: Secondary research in the data bases
I. The brand identified the marketing segments and targets by making several processes
in an organization. The brand was segmenting the size and growth of the product and segmenting
the structural analysis. This process included the competition within the segment, potential
substitute products and relation of power of buyers and suppliers. The brand evaluated the
objectives and resource in order to identifying the marketing segments and targets. The brans
also considered some criteria in order to identifying the marketing segments.
The criteria included potential for return on investment and increased profit, needs of
potential buyers within the segment, feasibility of marketing action in order to reaching the
segments and cost of assigning potential buyers to marketing segments. The brand utilized the
positioning analysis in order to identifying the marketing targets and this identification was the
good one for making success to an organization. Conveying the brand benefits was the one that
can easily understand the strength of brand marketing segments and targets.
II. The brand must develop the brand equity over time in order to impact the customer’s
mind. If the brand had brand equity than the future of brand then the organization will be in
danger hence it must be necessary the brand to have a positive consumer brand equity. The brand
developed the brand equity developed the brand by the utilization of logos, packaging and
symbol in terms of service, quality and etc. This planning developed the brand equity over time
with the external standards and the value of brand equity will be improved. The brand also builds
the solid brand image (David A. Aakar, 2009).
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The brand developed the brand equity by means of targeting the audience that decided the
marketing materials within a group. The brand gets the attention of customers in order to creating
the public awareness about the brand equity and by that it can possible to make the great
impression of brand equity on people. The reinforcement of brand image within the organization
was also the process in order to developing the brand equity over time by brand and this action
emphasizing the value of brand equity to corporate newsletters.
III. The brand positioning in the marketing was the effective one in order to buying the
product brand in preference to others. The brand positioning in the market was to ensure that all
brand activity was guided, directed by the benefits of brand in order to buying the quality
product brand. In marketing, the brand positioning had the effective place in creating the brand
offer and to creating the proper brand image. The positioning of brand directed the marketing
strategy with the brand details and uniqueness of brand.
Moreover, the brand positioning in the marketing involved identifying and determining
the right brand and provided the key factors to the marketing strategy. In marketing, the brand
positioning was the foundation for developing and increasing the required perception and
knowledge of customers. The brand positioning was presented in marketing with some factors
those were brand attributes, consumer expectations, competitor attributes, and price as well as
consumer perceptions.
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References
David A. Aakar.(2009). Managing Brand Equity. Library of Congress Publications of Data.ISBN
0-02-900101-3.