Does Good Branding Result in Good Sales

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Does Good Branding Result in good Sales?
A Position Paper in Brand Management

The paper examines how branding actually resulted or didn’t result in good sales.

2013
Charan Teja
DMS – Pondicherry University

Does Good Branding Result in good Sales?
A Position Paper in Brand Management

The paper examines how branding actually resulted or didn’t result in good sales.

2013
Charan Teja
DMS – Pondicherry University

Does Good Branding Result in Good Sales?

Introduction
It is all about the Brand, a typical consumer mind speaks when talking about a product. Interestingly, it is not always consistent that a consumer will buy “Branded” products as labelled by the company but in fact buys the products which he/she labels as a “Brand” according to his/her perception and leaves all the companies in search of a magic wand that can propel the sales of their products labelled as a good brand. Hence the million dollar question “Does good branding result in Good Sales?” The paper examines how branding actually resulted or didn’t result in good sales. Before answering the question stated above, let us establish a common understanding of a Brand and consumer perception of the brand and yes it starts with a question. What is a Brand?

The simplest answer is that a brand is a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation. These associations may be intentional – that is, they may be actively promoted via marketing and corporate identity, for example – or they may be outside the company’s control. For example, a poor press review for a new product might ‘harm’ the product manufacturer’s overall brand by placing negative associations in people’s minds. As stated by a Branding guru (source unknown) “If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.” That pretty much sums up what a brand does to a product.

A model that explains the Consumer Brands the Product in their mind – Image Congruency Model

Each individual has a perceived self-image as a certain kind of person with certain traits, habits, possessions, relationships and ways of behaving. This self-concept or self-image can be defined as "the individual as perceived by that individual in a socially determined frame of reference" (Loudon and Bitta, 1988). Preferences may actually develop for certain brands because the consumer perceives them as reflecting his/her own self-image or some brands may be desired because the consumer views them as projecting an image that he/she presently does not possess but aspires to have (Schiffman and Kanuk, 1983). So it is possible to claim that consumers’ self-perception can have a strong influence on their behavior in the marketplace.

Another-concept is composed of multidimensional characteristics and includes physical as well as psychological attributes and interacts with the various roles a person must take on (Mehra, 1999). This leads us to a multiple component perspective of the sell (Loudon and Bitta,1988) brought together several approaches, mainly based on work. Single component perspective depends on actual-self, the perception of oneself, as one believes he/she actually is. According to the authors the ideal-self may be defined as the perception of oneself as one would ideally like to be. Ideal-social-self the perception of oneself as she/he would like others to perceive him/her and the expressive-self were added to the single component perspective to extend the viewpoint.

Consumers tend to compare their self-image with the product images in the pre-purchase stage of the decision-making process. This kind of comparison is known as self-image/product image congruence process. Self-image congruence models predict that products will be...
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