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The Importance of Brand Image in the Purchasing Field

In: Business and Management

Submitted By pseum
Words 1546
Pages 7
Introduction

Branding is « the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generation segregation among competition and building loyalty among customers »(Hislop, 2001). Therefore, this relationship has to be built in order to get loyalty and to create differentiation. Indeed, achieving differention for a brand is one of the keys to success. More precisely, in the retail industry, branding is an effective tool to stores to differentiate from one another because it will allow a store to get its target market to choose it over its competitors by providing a unique value to its customers. That is the reason why buyers must considerate branding in their decision-making process. To illustrate this perspective, the results of an interview with a store buyer will be given thereafter.

A brand, as defined by the American Marketing Association, 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 other sellers ». Its goal is to convey a clear message to customers about its products to create credibility about the fact that they will meet customers’ needs and expectation so they will buy them. Building a valuable brand involves identifying accurately these requirements in order to define what to offer, how to offer it in a different and better way and what are the unique benefits the customers will get. All the characteristics developed via the marketing mix will play a strategic role to make the brand easy to remember and desirable. A brand has to be recognizable in the mind of customers and this is possible through the name, the colors, the logo used to defined the brand. Those are the first attributes customers will see on products on the…...

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