The Concept Of Brand And Branding Essays
The concept of brand and branding have been discussed by several contemporary marketing scholars (De Chernatony and McDonald, 2003; Jones and Slater, 2003; Bertilsson, 2009). A brand is defined as a name, term, sign, symbol, design or a combination of these that identifies the maker or seller of a product or services (Aaker, 1991; Kotler and Keller, 2009). Brands have also been viewed to go beyond the physical components of what they stand for to encompass additional attributes which are important considerations for consumers’ buying decisions (De Chernatony and McDonald, 2003). In modern times, brands function as symbols that enable consumers to identify and separate one producer from another; empowering consumers with the ability to trace one product back to the manufacturer and hold them responsible for its quality (Koehn in Bertilsson, 2009). Moreover, brands are today ascribed with almost divine characteristics that serve as strategic business assets essential for firms to develop if they are to compete successfully (Bertilsson, 2009).
Drivers of brand choice
There is unequivocal evidence that researching into factors that underpin consumers’ needs and wants is crucial to formulating marketing strategies to serve them. A search through the literature indicates that multiple factors underpin consumers’ choice of automobiles. The next section discusses snapshots of the major factors and formulates hypotheses to guide the empirical investigation.…