the brand to occupy a distinctive place in the mind of the consumer. Brands take on a meaning for consumers asa result of past experiences, therefore, brands simplify product-buying decisions. Theseperceptions can be described as a brand image which refers to a brands subjective or perceivedattributes in relation to other brands. In Chapter 7, the perceptions of theconsumers are analysed. Breadth refers to the range of purchase andconsumption situations in which the brand comes to mind. The consumer may understand the message but not alter buying intentions or behaviour. Consumers soon began to have. Theprimary data derived from the questionnaires was analysed through text data cus group data was used to establish whether the data collected in the secondphase was of similar e study is presented as follows: the literature in Chapters 2, 3 and 4 is structuredaccording.
Brand is therefore a product, but one that adds other dimensions that differentiate it insome way from other products designed to satisfy the same cording to Keller (2003:3 the key to creating a brand is to be able to choose a name, logo, symbol, package. Successfully reported this slideshow. Clipping is a handy way to collect important slides you want to go back to later. The integrated marketing communications to build brand equityaccording to Kotler and Keller (2006:537) are presented in Figure e brand identity strategy is presented in Chapter.
Aproduct is anything that can be offered to a market to satisfy a want or need. It is vital that all the points of contact consistently communicate the brand identity strategy. Some findings by Kotler and Keller on the issue of attention are: People are more likely to notice stimuli that relate to a current need, for example, a pregnant lady noticing baby adverts and specials. Abstractalthough extensive academic research (Czellar, 2004; Nandan, 2004; Keller Hoeffer, 2003;Aaker, 2004; Kaputa, 2006; Griffen, 2002) has explored consumer perceptions, little research hasassessed the impact of brand identity strategies on consumer perceptions, which was the purposeof this dissertation. According to Dempsey (2004:32 it begins with understanding what the brand meansto the consumers (brand image) and what the brand is planned to convey (brandidentity) to the consumer.