What will make them want to purchase what the company is offering and tell others about the merchandise is: unique concepts. This means that the firm must be focused on new product development at all times.
Branding
1. Evaluate the appropriateness of Kapferer's Brand identity Prism and Gad's 4-D Branding model in helping organizations develop brands which communicate clear values and meaning to their target audiences. Provide a range of examples to illustrate and support your answer.
The 4D Branding Model is effective because it helps an organization to develop products and communicate how they can address their underlying needs. This is based on four different categories to include: functional, mental, social and spiritual. A good example of this can be seen with I Pod. As, this addresses the functional need through: creating a new way to listen to music. The design and the use of the product created favorable views in the minds of consumers. At which point, there were social perceptions about how it is considered to be superior to others. Once this occurs, it creates fierce amounts of loyalty among consumers, with this being a must have product. (Pride 2009, pg. 105) (Duong 2010, pg. 6)
2. Clearly established and well understood brand associations help define a brands position in the mind's eye of the consumer. Evaluate this statement with reference to examples to support your answer.
This statement is correct. Those products that have established and favorable perceptions help to determine if it is in demand. This is because consumers will perceive them as a superior in quality...
A good example of this can be seen with the I Pod. Despite the fact that there are similar products on the market, they are seen as superior because of: how well-known and established they are. This means that they can be able to effectively market new models. At which point, consumers will want to purchase the latest version because of these factors. (Pride 2009, pg. 105)
3. Category Need, Brand Awareness, and Brand Attitude are important communication objectives, but the most important is Brand Purchase Intention; because in the end, if the consumer does not buy the product, our communication has been a waste of time and money. Critically assess the validity of this statement, using a wide range of current examples to support your answer.
This statement is valid, because consumers must want to have the underlying product or service that is being provided. Using the I Pod example, what makes it so successful is because Apple has created such favorable views in the minds of customers. Where, the must have mentality occurs when introducing new products and services. As a result, whenever the company is initiating something new, a wide variety of individuals have automatically made up their minds about purchase it. (Pride 2009, pg. 105)
Bibliography
Crawford, M, 2008, New Products Management, McGraw-Hill Irwin: Boston
Duong, N, 2010, BPW Brand Report, University of Applied Sciences, New York.
Keller, K, 2008, Strategic Brand Management, Pearson/Prentice Hall
Pride, W, 2009, Foundations of Marketing, Houghton Mifflin, Boston.
