In its core, a brand is a promise that the seller provide to buyers constantly for certain products, benefits and services. Brands guarantee the best quality of goods and services. Thus, in terms of the image, it may have the following meanings:
a) Product Characteristics' brand - consumer memory recalls certain product attributes; the company can use one or more of these attributes that makes a creative product;
b) Benefits - people buy advantages, which are why product's attributes are converted into functional and psychological benefits;
c) Standards – the message a brand carries about values and buyers; therefore must identify specific groups of buyers of a particular product, whose values coincide with the package of profits offered;
d) …show more content…
The marketing activity at organizational level is analysed by the consumers' trust indicator (the frequency of purchasing). It is analysed in relation to the meaning expressed by concept, to the vendor and service it provides. In a traditional approach of brand loyalty usage is studied through frequencies of purchasing, the legitimacy and utility of needs. The behavioural perspective on this concept needs an interdisciplinary approach. The relation of brand with its customers surpasses marketing and psychological theories. It arouses emotional state of unicity, trust, loyalty, so one must love a brand in order to become a lovemark. That means it is endowed with emotion - this is the ingredient of two states of spirit (loyalty and attachment). Levi's is a well-defined brand by its identity through associations with item's performance, perceptible attributes, uniqueness, and culture; till the '70's it was a respected and wanted mark, and now became just a commodity. David Aaaker describes the concept of brand equity based on five traits: loyalty, awareness, perceived quality, brand association, other assets and defines it as set of liabilities (name and symbols) that add value to the customer-consumer relation …show more content…
Its emotional power hides a unique bond with the consumer. It humanizes a trademark. We agree with Aaker' opinion that brand loyalty develops cognitive relationships and transforms consumer behavior, confers a status. Lovemarks states that brand attachment develops individual irrationally, determines the action and addiction. Its structure, as proposed by Kevin Roberts has two axes: the coordinate of love, creating emotional bonds and the resultant of respect, quality, and novelty. As the author says "lovemarks have brands, events, and experiences passionately that people love" Three attributes are fundamental to have a Lovemarks: mystery, sensuality and intimacy lead to consumer brand retention. (Fig. 2. Love/ Respect
a) Product Characteristics' brand - consumer memory recalls certain product attributes; the company can use one or more of these attributes that makes a creative product;
b) Benefits - people buy advantages, which are why product's attributes are converted into functional and psychological benefits;
c) Standards – the message a brand carries about values and buyers; therefore must identify specific groups of buyers of a particular product, whose values coincide with the package of profits offered;
d) …show more content…
The marketing activity at organizational level is analysed by the consumers' trust indicator (the frequency of purchasing). It is analysed in relation to the meaning expressed by concept, to the vendor and service it provides. In a traditional approach of brand loyalty usage is studied through frequencies of purchasing, the legitimacy and utility of needs. The behavioural perspective on this concept needs an interdisciplinary approach. The relation of brand with its customers surpasses marketing and psychological theories. It arouses emotional state of unicity, trust, loyalty, so one must love a brand in order to become a lovemark. That means it is endowed with emotion - this is the ingredient of two states of spirit (loyalty and attachment). Levi's is a well-defined brand by its identity through associations with item's performance, perceptible attributes, uniqueness, and culture; till the '70's it was a respected and wanted mark, and now became just a commodity. David Aaaker describes the concept of brand equity based on five traits: loyalty, awareness, perceived quality, brand association, other assets and defines it as set of liabilities (name and symbols) that add value to the customer-consumer relation …show more content…
Its emotional power hides a unique bond with the consumer. It humanizes a trademark. We agree with Aaker' opinion that brand loyalty develops cognitive relationships and transforms consumer behavior, confers a status. Lovemarks states that brand attachment develops individual irrationally, determines the action and addiction. Its structure, as proposed by Kevin Roberts has two axes: the coordinate of love, creating emotional bonds and the resultant of respect, quality, and novelty. As the author says "lovemarks have brands, events, and experiences passionately that people love" Three attributes are fundamental to have a Lovemarks: mystery, sensuality and intimacy lead to consumer brand retention. (Fig. 2. Love/ Respect