Disadvantages Of Brand Image

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Register to read the introduction… It plays a crucial role in building brand association, which create the differences one brand from another. Therefore, brand image considered as the key factors leadings to the purchase decision of customers; its effect is as strong as brand reliability (Cathy et al, 2012). For global brands, brand image is the “core asset-based ownership advantages of a global company”, that create positive attitudes. However, brand images of one brand vary among countries due to the differences in cultural value and consumption value (Park & Rabolt, 2009). The adaptations of brand image is emphasized in distributing the brand image in foreign markets because. Multinational firms use brand names as a hint for identify origin, country-of-origin image influence directly on perceiving quality of …show more content…
Therefore, stereotype country images now are communicated by many labels namely "made in", “designed in”. COO effect is usually studied in terms of perception of country’s image associated with product, in pact, the concept of COO is diversity. According to Narsimhan et al (2004), COO effect is observed under two dimensions: manufacturing country and branding country. In that concept, COO effect is known as the highest impact in the introduction stage of global brand in international markets (Narasimhan et al. 2004). Image of COO give cognitive cue to customers, COO is used for evaluating the quality of product (Ashok, el al., 2011); hence; its image has a remarkable impact on brand equity dimensions and brand equity (Norjaya et al, 2007). Ashok et al. (2011) suggest the model for multinational firms to enhance brand equity basing in COO image (Figure …show more content…
Due to differences in languages, politic, history and culture, brand names vary from one country to another (De Mooij, 2005). The messages of one brand can be crooked by improper translation; renaming brands in local context requires marketers to consider carefully the meaning of brand as well as the pronunciation of brand name (Lubliner, 1993). Therefore, the opportunity for the success from recasting the “unique global, local image” is rare (Fan, 2002). For large market like China, there is an important cue for multinational firms is localizing the brands at least within cultural context (Chan, 1997) because localization in international brands create more positive brand perceptions among local consumers (Zhan & Murraya, 2002). Specially, changing brand name/logo from market to market strengthens brand recognition in international markets (Lubliner, 1993). Thus, it can be concluded that renaming is a process of creation and added value when culture and brand positioning are integrating with language (Fan, 2002). Nevertheless, there is the concern of “brand equity transfer” when the brand name is changed (Véronique.; Raluca, 2012). Consequence of changes is loss the association networks in customers’ mind (De Mooij,

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