ACKNOWLEDGMENT I want to show my sincere gratitude to all those who made this study possible. First of all I am thankful to the helpful staff and the faculty of Army Institute of Management and Technology. One of the most important tasks in every good study is its critical evaluation and feedback which was performed by our supervisor Prof M Yaseen Khan. I am very thankful to our supervisor for investing his precious time to discuss and criticize this study in depth, and explained the meaning of different concepts and how to think when it comes to problem discussions and theoretical discussions. My sincere thanks go to my family members, who indirectly participated in this study by encouraging and supporting me.
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Brand Perception and Its Effect on Consumer Behaviour
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ACKNOWLEDGMENT
I want to show my sincere gratitude to all those who made this study possible. First of
all I am thankful to the helpful staff and the faculty of Army Institute of Management
and Technology. One of the most important tasks in every good study is its critical
evaluation and feedback which was performed by our supervisor Prof M Yaseen
Khan. I am very thankful to our supervisor for investing his precious time to discuss
and criticize this study in depth, and explained the meaning of different concepts and
how to think when it comes to problem discussions and theoretical discussions. My
sincere thanks go to my family members, who indirectly participated in this study by
encouraging and supporting me.
Rouble Guleria
Course- MBA07
EXECUTIVE SUMMARY
A brand is the identity of a specific product, service, or business. A brand can take
many forms, including a name, sign, symbol, color combination or slogan. Brand
perception means how customers perceive the image of a brand. Effective brand
names build a connection between the brand’s personality and customers, as it is
perceived by the target audience. Favorable brand perception helps to motivate the
consumers to generate sales and unfavorable brand perception demotivates the
customers to buy the product. This study is conducted on Reliance Broadband
connection to check how customers view it as a product and how satisfied are they
with the services provided. The weak areas of this company are found out which
can help to improve the brand perception of the product and bring a favorable
change in the behavior of the customers. This study tries to understand the buying
intentions of customers. It also helps to understand the brand loyalty towards data
cards. Those parameters are identified that play the most important role in a
consumer’s choice of buying data cards. Careful brand management seeks to make
the product or services relevant to the target audience.
1. CHAPTER-1 INTRODUCTION(1.1) Introduction and literature review
2. CHAPTER-2 RESEARCH METHODOLOGY (2.1) Research problem (2.2) Research objective (2.3) Research design (2.4) Data collection (2.5) Scope of the study (2.6) Limitation of the study
3. CHAPTER-3 DATA ANALYSIS
4. CHAPTER-4 FINDINGS
5. CHAPTER-5 CONCLUSION & SUGGESTION
6. CHAPTER-6 BIBLIOGRAPHY
INTRODUCTION
BRAND:
A brand is the identity of a specific product, service, or business. A brand can take
many forms, including a name, sign, symbol, color combination or slogan. The
word brand began simply as a way to tell one person's cattle from another by
means of a hot iron stamp. A legally protected brand name is called a trademark.
The word brand has continued to evolve to encompass identity - it affects the
personality of a product, company or service.
BRANDING:
The central concern of brand building literature experienced a dramatic shift in the
last decade. Branding and the role of brands, as traditionally understood, were
subject to constant review and redefinition. A traditional definition of a brand was:
“the name, associated with one or more items in the product line that is used to
identify the source of character of the item” (Kilter 2000). The American
Marketing Association (AMA) definition of a brand is “a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods and
services of one seller or group of sellers and to differentiate them from those of
competitors”. Within this view, as Keller (2003a) says, “technically speaking, then,
whenever a marketer creates a new name, logo, or symbol for a new product, he or
she has created a brand”.
He recognizes, however, that brands today are much more than that. As can be
seen, according to these definitions brands had a simple and clear function as
identifiers. Before the shift in focus towards brand s and the brand building
process, brands were just another step in the whole process of marketing to sell
products. “For a long time, the brand has been treated in an off-hand fashion as a
part of the product” (Urde 1999).. Kotler (2000) mentions branding as “a major
issue in product strategy”. As the brand was only part of the product, the
communication strategy worked towards exposing the brand and creating brand
image.
LITERATURE REVIEW
Brand is the personality that identifies a product, service or company (name, term,
sign, symbol, or design, or combination of them) and how it relates to key
constituencies: Customers, Staff, Partners, Investors etc.
Some people distinguish the psychological aspect, brand associations like thoughts,
feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become
linked to the brand, of a brand from the experiential aspect.
The experiential aspect consists of the sum of all points of contact with the brand
and is known as the brand experience. The psychological aspect, sometimes
referred to as the brand image, is a symbolic construct created within the minds of
people, consisting of all the information and expectations associated with a
product, service or the company(ies) providing them.
People engaged in branding seek to develop or align the expectations behind the
brand experience, creating the impression that a brand associated with a product or
service has certain qualities or characteristics that make it special or unique. A
brand is therefore one of the most valuable elements in an advertising theme, as it
demonstrates what the brand owner is able to offer in the marketplace. The art of
creating and maintaining a brand is called brand management.
Careful brand management seeks to make the product or services relevant to the
target audience. Brands should be seen as more than the difference between the
actual cost of a product and its selling price - they represent the sum of all valuable
qualities of a product to the consumer.
A brand which is widely known in the marketplace acquires brand recognition.
When brand recognition builds up to a point where a brand enjoys a critical mass
of positive sentiment in the marketplace, it is said to have achieved brand
franchise. One goal in brand recognition is the identification of a brand without the
name of the company present. For example, Disney has been successful at
branding with their particular script font (originally created for Walt Disney's
"signature" logo), which it used in the logo for go.com
Consumers may look on branding as an important value added aspect of products
or services, as it often serves to denote a certain attractive quality or characteristic.
From the perspective of brand owners, branded products or services also command
higher prices. Where two products resemble each other, but one of the products has
no associated branding (such as a generic store-branded product), people may often
select the more expensive branded product on the basis of the quality of the brand
or the reputation of the brand owner.
Brand awareness
Brand awareness refers to customers' ability to recall and recognize the brand
under different conditions and link to the brand name, logo, jingles and so on to
certain associations in memory. It helps the customers to understand to which
product or service category the particular brand belongs and what products and
services are sold under the brand name. It also ensures that customers know which
of their needs are satisfied by the brand through its products (Keller). Brand
awareness is of critical importance since customers will not consider your brand if
they are not aware of it.
'Brand love', or love of a brand, is an emerging term encompassing the perceived
value of the brand image. Brand love levels are measured through social media
posts about a brand, or tweets on sites such as Twitter. Becoming a Facebook fan
of a particular brand is also a measurement of the level of 'brand love'.
TYPES OF BRAND NAMES:
Brand names come in many styles. A few include:
Acronym: A name made of initials such as UPS or IBM
Descriptive: Names that describe a product benefit or function like Whole Foods
or Airbus
Alliteration and rhyme: Names that are fun to say and stick in the mind like
Reese's Pieces or Dunkin' Donuts
Evocative: Names that evoke a relevant vivid image like Amazon or Crest
Neologisms: Completely made-up words like Wii or Kodak
Foreign word: Adoption of a word from another language like Volvo or Samsung
Founders' names: Using the names of real people,and founder's name like
Hewlett-Packard or Disney
Geography: Many brands are named for regions and landmarks like Cisco and
Fuji Film
Personification: Many brands take their names from myth like Nike or from the