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the perceived communication and experienced consumption must correlate. and it is to diminish impediments to making purchases.Ultimately. Once the advertisement of a brand has completed its communication than it’s the time to get the feedback of the same like – How the customer have perceived the brand. It is supposed to minimize the risk of mis-purchase. to foster recognition and repurchase and to offer orientation in the jungle of . Radio etc. Brands are still anchors in the rough sea of consumption. First of all. Through these channels a brand communicates to its customers and express its view on the product to aware the people about the product in the best way it can. A brand does have a communication to its target market. A brand is a symbol which creates signals that distinguishes the brand elements in Order to differentiate the company and its products from its competitors. it is not the overall expression And the communication but the perception of the consumer that determines the triumph of a brand. Only if the brand is consumed the way it is designed by the marketers. But before discussing all these things we should know what a brand is and what are its functions? ‘A brand is a distinguishing name and/or symbol (such as a logo. however. PERCEPTION OF BRANDS.INTRODUCTION – We have given the topic related to the impact of Logos and symbols of a particular brand on the customer’s mind and to what extent all these logos and symbols attracts a customer to visit a retail store. a brand has to be credible and trustworthy. this communication and expression leads to a higher brand loyalty. A brand thus signals to the customer the source of the product. and Protects both the customer and the producer from competitors who would attempt to Provide products that appear to be identical’. trademark or Package design) intended to identify the goods or services of either one seller or a Group of sellers.Magazine. Furthermore. So we should also know that how a brand communicates and express views about its product? A brand communicates through various medium to its target market and few of these are like – Television. A brand is according to the definition a wider concept than a product or a service Since the brand is linked to the source of the product. Print Media. its task is to convey the quality of the branded good or service. i. particularly on the Internet. which means the company itself. and to differentiate those goods or services from those of Competitors. it is able to meet the objectives for which it was conceived.e. The channel is selected after considering the target market and type of the product. In the same sense we can say that a brand differentiate the product from the commodity of same category. And if a product has a good brand image than obviously it is going to have good quality and high price. The brand Also aims to put this differentiation into people’s minds in order to create brand awareness. The brand has to create trust in order to reduce the choices between innumerable product options. New paper..
to elevate the brand to a myth9.g. Interactive branding. did also not contribute to any implementable findings for branding. BRAND IDENTITY. It . Based upon research of the brand’s periphery. Therefore. the brand identity is conceived in an utterly analytical and highly strategic process. This concept borrowed from mathematics and conceived by postmodernism was implanted into the marketing discourse with less success than expected. “The founding fathers of brands can only give an impetus. In the course of the development of the markets and due to the modern affluent society this objective of the brand has decreased in significance. In a period of understanding it was attempted to modernize the phenomenon brand by revolutionary theories. for collecting complaints or consumer demands. Encoding is aimed at creating a brand that is in constant motion and that . for sharing information.g. Today.e. for instance. i. e. however. e. which on one hand consists of a brand name. Assuming that markets used to be logical and predictable. and yet today they are subject to chaos and fractal dynamics. proved to be less glorious than expected. sounds promising.In a historical context. brands are equipped with a particular identity5. a visualization of the brand name (e. predicting and character deficit had to be compensated by a unique emotional charging process through attaching magic to the brand.As a subsystem in a system of added value. branding used to be both product. for selling. It has to differentiate from the competitors. e. new terms were coined.g. a subline and a slogan. Yet. many marketing experts believe that traditional and conventional branding is not effective anymore.and quality-oriented. First encoding attempts.commodities. The ultimate goal of this perceived brand awareness is to increase the probability of repurchase by means of brand loyalty. It was to provide answers for the increasing complexity of markets and the unpredictable behavior of consumers. the fractal brand turned positioning into encoding. If a brand communicated well and perceived well by its customer than it is obviously going to have brand loyalty of its customer.g.is no longer to be planned strategically.“17 So enterprises can actually carry out the primary positioning as value proposition that gives the first impetus in order to guarantee a continuous development of a permeable and vital brand. In order to be distinctive and memorable. brands fulfill rather non-functional and intangible tasks. actively nurtures and promotes the brand. Gerd Gerken proclaimed the birth of the fractal brand in the mid-90ies. After the efficiency of the twins positioning and penetration started to dwindle. with the cigarette brand “West”. this planning. a logo). competitors and the brand itself. brands can only be developed and refined in a joint development process. Other approaches to the new challenges in branding. System immanent communication. which forms the basis for (communication) relations and thus helps keep the brand alive. and on the other hand of a story that the brand tells.liberated from texture and value . consumer. tales or experience10. yet what it precisely means is that people are able to interact primarily with the company (and with brands only in a limited way) by the means of a company (or brand) website. or to recharge it emotionally with stories. and consequently it is implemented by means of a brand-building concept. Giving way to the emergence of the Internet. LIVING BRANDS.
a sufficient number of assistants providing services to the customers. print media or posters. The tools mentioned above enable a participation of the system members. . well-trained staff. with its functions such as communities. but also to communication in the widest sense. But this does not just require the customers’ participation in brand building but also a stringent and coherent participation of the enterprise itself. the brand stands for the promise to benefit the customer by offering the most competent service available. This involves for example a timely installation of toll-free hotlines. The Internet. Creating a coherent brand experience requires aligning every touch point in the organization with the brand. However. still offers many more possibilities: interactivity. Such relations are always kept alive whenever the parties involved expect development opportunities from their interaction. The promise to benefit the customer as well as the credibility associated with this promise have to be guaranteed right from the beginning. comprehending what they say. e-mails etc. So we should try to know that can a brand attract a customer to visit a retail store and if yes than to what extent. SMS. If e. Involving customers into the process of shaping the brand identity stands for commitment and enthusiasm as well as the creation of “customized brands” that are closely linked to the dynamic needs of the consumers. customer information points at the premises etc. a smoothly working call center. chats and forums etc. or modern one-to-one marketing tools such as websites. Establishing a dialogue. the conditions necessary for keeping this promise need to be created properly. This is what we have tried to know in our project. together with interaction that influences consumer experience.g. and responding to them could be the new approach to a brand-consumer-relationship. because in an age of information overload the consumers could be confused by various brand identities. however. This brand experience cannot only be restricted to different ways of communicating directly. which helps create a brand identity supported by all parties involved and enhanced and developed by continuing communication. dynamics and vitality (in the sense of alive) as well as multiple networks. attention must be paid to the fact that the multi-channel brand has to have the same brand identity in all channels involved and that it has to appear homogeneously.definitely makes sense to implant the brand in many different communication channels. radio. listening carefully to the consumers. These ingredients shape the potential of the Internet and the potential of dynamic branding processes such as those of the Living Brands.. The communication channels involved may be conventional advertising media such as TV.
confidence. . symbols of a particular brand impact on customer’s mind and how it attract the customers to visit a retail store. Secondary objectiveWe also want to know that how these things affect on the market competition. In this context we have to say that it can really helps to customer in good product selection and good brands give satisfaction. These things really help to retain customer and helps a good long term relationship.OBJECTIVE In this project we have two types of objective (1) Primary objective (2)Secondary objective Primary objectiveTo know that how logos.
There are more factors also there by which a customer used to buy a particular brand that are like. but he expects the company to adopt a problem-solving approach. We also assumed that pride of association in which customers believe they are valued and respected for the business they provide. There's a sense of pride as well as passion about such brands. They will walk five blocks to get their daily dose of caffeine from a starbucks outlet rather than settle for a cup from the nearby café. respect. 3 Starbucks is a perfect example: loyalists of the coffee chain will tell you that they can't imagine life without its coffee. rather than play a blame game. He accepts that sometimes there will be problems.pride should be their in a brand on which a customer like badge products (such as rolex.the customer can't imagine life without the brand or product.HYPOTHESIS : In the hypothesis part. it is also one of the point by which customer prefer to buy a brand. 2. symbol of a brand will help to the customer to choose to buy the brand from particular retail store. symbol of that brand. passion. customers take pride in owning multinational brands As the topic is given to us. 4. in India especially. jaguar and montblanc) evoke that sense of pride. When a customer trusts a company. the question is: what are the standards with which the company operates and how fair are they from a customers' perspective? . reflected in the form of courtesy. Reliability or value. it means this defines the strong emotional connection the customer feels with the brand. so much so that there is a sense of ir-replaceability about it -. special treatment and more importantly. we assumed that a customer prefers to buy things as per the logo. he doesn't expect things to always be perfect. we assumed some points which are as follows: 1 We assumed that logo.
Monticello. Van-Heusen. Givo. And does it attract the customer to visit the store. Big-jois etc. And we tried to know that have they got influenced by the logos and symbols of the brands present in the store or what. Shoppers stop. . parks etc. We have given our result in the finding part of the project report. We have also tried to know the perception of the store keepers about their experience that what they think about the impression of the logos and symbols of a particular brand.METHEDOLOGY To accomplish this project we have visited a few of the Retail stores in Delhi like – Ebony. trousers of different brands like Arrow. In this part we have given our result store by store that what we have found in each store was there any difference in the perception of the customer as the product got changed in different store. During our visit we have seen that some of the stores are specialty stores but few of them are not. Reymonds. Like Ebony we have seen that in this retail store they keep shirts. So we have talked to the people visiting the retail store and asked them about their reason to visit the store. Like for Shirts and trousers the customers are visiting the store just by getting influenced by the logos and symbols of brand and in other products like FMCG the customer are again visiting the store by getting influenced by the brands of the product.
does not dissuade consumers from purchasing the brand. During the visit in ebony we found that most of the customers were coming for formal & fashionable garments and for the brands like Arrow. setting prices at the regular price level. We have visited few retail store in Delhi. Price tolerance is the degree to which consumers accept price increases without expressing measurable resistance. When price tolerance is high. We found that the retail outlet was well decorated with lights to attract the customers.FINDINGS Many factors determine a consumer’s perception of a product’s quality and price. Following are the findings of our visit – 1. When a large face value is used. 3. Price tolerance is important for promotion pricing because frequent price promotions sometimes lead consumers to establish reference prices that are below a brand’s regular price. We found that mass number of customer came at the evening time& we found that their was good management in the retailer outlet. When planning coupons. So Price v/s good brand is always a matter of discussion but we can easily say that if a product has a good brand image than it can charge higher prices than its competitor because a good brand image means that the product has good quality and perception in the mind set of customer. This study explores how the presentation of a coupon’s discount can influence a consumer’s judgment of a product’s price and quality. or higher. and purchase intentions. the value of a promotion. The author conducts three experiments in which participants evaluate perceived quality. promotion managers should realize a coupon’s discount amount has a communication effect that influences consumers’ perceptions of both product quality and price. it is best to provide information on regular prices to minimize the likelihood that consumers will infer that the product’s regular price is high. There are variable numbers of formal cloths of brand available in the retail outlet that’s why professional peoples visit the outlet frequently. We had talked with the customers in the retail store. 4. 5. 2. The most important part we had found that their were multiple brands present in the retail store. .
9. They said that because of the presence of that brand. During the visit we asked to the teenaged girl’s why they are visiting the outlet .for example garden. parking facilities. 10. we have talk to the customer about that why they are come in these retail outlets. Granier etc. We have found that many of the people visiting the store were there because of the discounts and different schemes offered by the retailers.they said that availability of cosmetic brand like – Loreal.It means for kids thing purchases the parents visited the retail outlets. We found that not only the gents& ladies were buying the goods but they was good brands for kids was present in the store also . During the visit. 11. Ele -18. We found that customers get every kind of things easily whether it is a personal.6. 8. We found that many retail outlets provided many facilities to the customer . 7. . in the shopper’s stop. household & daily uses product.
(4) Many of them were also visiting the retail store because of some discount offers. (2) Most the people visit the retail store just by getting influenced by the brands present in the store. So it shows that this brand has attracted the customer to visit the retail store. (5) But still we can say that brands do have great impact and it really attract the customer to visit the retail stores.CONCLUSION – By our findings we can conclude the following – (1) The Brands have a great impact on the customer’s mind and they are very much influenced by these brands. (3) But some people are also there who was visiting the store by getting influenced by the location and decoration of the retail store. offered by the retail store like a few days before there was a huge sale on the product of Woodland shoes and around 75% of the people were visiting the retail store just because of this offer. . Like – if one is very much impressed by the brand of Arrow shirt and that’s why he was visiting the retail store of Ebony.
.RECOMMENDATION – After our visit we can recommend the following – (1) We do have retail stores only for the premium segment. And these brands are targeting only to this target market and there is not any retail store for middle class segment so we would like to recommend that there should be brands specially targeting to the middle class people and simultaneously there should be retail stores of these brands also.
com. (3) We have also read magazines like – 4Ps for Branding.com (2) We have also visited a few of retail stores in Delhi like – Ebony. msn. Shoppers stop.BIBLIOGRAPHY – (1) We have visited various websites like – Quickmba. (4) Book – Al rise and Jakson. Big-jois etc.com. . google.
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