Before defining a brand, it is important to separate a brand from a product, to isolate the product from the advertising.
A product is anything that is available to a marketplace that might gratify a consumer need. Whereas, a brand covers a warranty of quality and many different tangible and intangible attributes such as design, symbol, culture, personality and user image.
Some researchers point out that a brand not only delivers its product attributes but also carries various non-product related attributes such as personality and emotional benefits. Brand experiences can change the perception of themselves and personality traits associated when using a specific branded product.
Take for instance, DVDs, the impact of a value product on a premium product from the same studio, the reputation and previous perception of that studios movies can affect the consumer decisions.
At eXPD8 we understand the importance of brand awareness and our experience in field marketing helps us to consider the consumers journey in every campaign we launch.
Fundamentally consumers buy the brands they like due to the personality of a brand. When consumers have a connection with the brand personalities, it can create brand loyalty but moreover make a ‘must own’ element particularly with fashionable items. Therefore, consumers who embrace opinions about their personality will see themselves to be more fashionable for example, when holding a Victoria’s Secret shopping bag.
David Ogilvy an advertising tycoon stated that “products, like people, have personalities, and they can make them or break them in the market place”. Much like people, many brands are assumed to have personalities, which are not solely determined by the actual physical characteristics of the product but by a host of other factors such as advertising, image of the company user’s image, product origin and so on.
The shopper’s journey through the supermarket will have many touch points. Therefore, a point of sale can be a fundamental reason why a consumer will buy a product.
When purchasing a product, the consumer will think about two things: the purchase decision and the purchase intention. The attitude of others and unpredicted condition factors both directly or indirectly effects the consumer’s concluding decision to purchase a specific brand. The consumer sums up all the brands and makes a buying intention.
Research shows that generally, the consumer’s purchase decision is to buy the most preferred brand. Two ways brands can influence a purchase intention is firstly give a consumer a promotion such as a discount of price whereas the second way is by an offer, such as ‘2 For’ campaign or a gift with purchase.
Having a consistent brand will create ideas and beliefs towards a brand. Therefore, if an individual has a good or bad feeling associated with a brand this can create a hate or love perception for that company which results in brand loyalty or the opposite, so brands need to be original and meaningful.
Brands need to understand the audience and try and trigger associations because it is believed that customers do ascribe to personality characteristics. Being consistent in marketing, advertising and the ideas behind the brand helps to create emotional ties which therefore bring trust and loyalty to the consumer.
The global sportswear market is extremely competitive, also as it is the greatest branded areas in the global apparel market, consequently, brands should have to differentiate themselves or should aim to differentiate themselves. Nike have spent years creating an athletic brand image, the question is whether only athletic people can relate with Nikes personality traits or has it become a fashionable brand? Either way the associations is a clear reason why people purchase Nike products.
The shopper’s journey does not end when the product is bought. After buying the item, the purchaser will be pleased or unpleased and will be engaged in post purchase behaviour. The satisfaction or dissatisfaction of the purchase of a product depends on the relationship between the consumer expectation and the consumer disappointment; if it meets the consumer prospects, the consumer will be gratified and happy. The post purchase behaviour will affect whether the consumer will have brand loyalty and want to buy a product from the company in the future.
Here at eXPD8, we identify the shopper’s journey within the supermarket, and we focus on getting our clients image and messages out to the consumer in a timely fashion. Moreover, every campaign we will create bespoke recommendations on marketing techniques and practices. Our goal is to provide quality field marketing and retail support services to retailers, suppliers and manufacturers nationwide.