Thesis On The Relationship Of Brand Equity And Brand Extension

Therefore, in definition of brand image, it is vital to incorporate an aspect of how it influences the purchase decision.

For purposes of this research, brand image will be defined as a collection of all the ideas, perception, and views held in customers mind about a product and the way such a collection influences their purchase behavior.

Identifiers would include the brand logo, color, taste, name, or shape among other aspects.

Attributes incorporates the product or service, the benefits, and needs derived from the brand.

If the customer negative towards a certain brand, it is likely that the customer will not be motivated to purchase.On the Contrary, Murphy cited in (Schultz & Schultz 301) defines brand as a trademark that has both tangible and intangible attributes that get to be embraced in the minds of consumers after aggressive and skillful promotion, proper management and wide use by the customers.Definition by Murphy is inadequate since it does not actually capture the idea of identifiers in a comprehensive way.A brand should focus on meeting emotional benefits and market needs instead of the product itself.Since such are difficult to be imitated by the competitor.By continuing to use this site, you consent to the use of cookies.We use cookies to offer you a better experience, personalize content, tailor advertising, provide social media features, and better understand the use of our services.Definition by Mooij does not explain the behavior after perception.Keller as cited in (Woodside 42) defines brand image as:” perceptions about a brand as reflected by the brand associations held in a consumer memory.For purposes of this research, a definition by Aaker and Biel (51) will be used: “A set of brand Assets and Liabilities linked to a brand, its name or symbol that that increase or reduce value derived from a product or service either by the firm or the firm’s customers”.Brand image can be defined as the association network that determines how the consumer perceives a particular brand (Mooij 275).

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