Brand and Perception Essay

Submitted By yaoyaotan
Words: 3165
Pages: 13

the role of consumer’s perception in marketing decision

Introduction
It is universally acknowledged that people live in world where physical sensations spread up every corners such as odour, taste, sounds . Those sensations can be transformed by marketers into advertisements, product packages,TV commercials, billboards to clamour for customers’ attention. Each of us is exposed to this bombardment through paying attention to marketing stimulus and select satisfied one( Solomon et al, 2006). When a customer decide to purchase a goods, they are focusing on the perception of them rather than only on these influence.Perception is defined by Hayden Noel (2009) as: ‘ the process by which consumers select, organise and interpret stimuli to create a coherent and meaningful picture of the world’. people’s perception of products or services vary greatly from person to person and how to use sensations as marketing tools successfully to position brand of products and draw public attention is a big challenge for markers. Successful marketers use those senses to stimulate consumers to examine a product or service. The Charted Institute of Marketing defines marketing as the ‘Management process responsible for identifying, anticipating and satisfying customer requirements profitably’.(Isobel and Robin, 2001) . In marketing, the role of perception in consumer behaviour is all about recognizing how consumers view a company’s product or service.Customers who are satisfied with a product or business usually grasp up the full spectrum of perception of that product or services. When consumers' perceptions are good towards the products they purchase, they are willing to continue purchasing goods from this company. Otherwise these customers who go through disappointing experiences may spread the unpleasant feeling to others.Marketing is the best strategy for businesses to affect the perceptions of the public (smith,B. 1994)

Customers’ perception on brand management

Brands play a essential role in many companies’ marketing strategy and represent critical resources, which allows companies to acquire competitive advantage over their competitors (Hunt, 2000; Srivastava, Shervani, & Fahey, 1998). Brands are powerful marketing tools.(Ronkainen.C, 2010, p331). companies use brands to be able to convey their marketing strategy and positioning to the markets. Brands are now the most valuable assets companies have. Companies often tend to change a potential customer's perception of the product's value by using brand management. (Ghauri, PN.&Cateora, P. 2010). Brand names shows the image of the products or services companies offer to customers. In order to differentiate its offerings from those of its competitors, a firm can use the term brand such as a name ,symbol, or design. (Ronkainen and Czinkota, 2010, p330). It has been suggested that companies convey a core value of the powerful brand to all their customers by the associations which is linked with brand names. By adding ‘-ness’ to the brand names consumers can immediately associate to values which are universally acknowledged. For instant, ‘IBMness’ is different from ‘Microsoftness’. The strongest brands have occupied their global status through a large amount of investment and chronic management over their country markets of the dimensions used to estimate the brand for a long time. Usually the investment includes a large dedication to advertising but other factors, such as totally consistent achieve widely customer loyalty and recommendations.(Isobel & Robin , 2001)

Research by a number of writers has shown that people viewing products from particular countries have fixed national image for such attributes as quality, price and durability. In order to succeed in the international market, Individual corporate brands either benefit from positive country of origin perceptions or must taking some actions to conquer negative perceptions. Buyers get information of the products that…