Impact of Brand Innovativeness on Brand Commitment

Topics: Brand, Brand management, Innovation Pages: 3 (986 words) Published: November 10, 2010
Products are mute: the brand is what gives them meaning and purpose, telling us how a product should read. A brand is both a prism and a magnifying glass through which products can be decoded. Brands play a critical role in developing customer relationships and determining firm performance which eventually leads to brand commitment.. A brand is the identity of a specific product, service, or business. The brand is a focal point for all the positive and negative impressions created by the buyer over time as he comes into contact with the brand’s products, People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. Today, the vision has changed from where only tangible assets had value to one where companies now believe that their most important asset is their brands, which are intangible and immaterial. But, then these intangible assets account for 61% of the value of Kellogg’s. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. It seeks to increase a product's perceived value to the customer and thereby increase brand commitment. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. Brand commitment is an integral part of building a brand, as consumers usually have a choice of products in the same market segment, and so a successful company will come up with a way to keep consumers re-buying their product or coming back to their location rather than going to a competitor.

Brand equity creates a relationship and a strong bond that grows over time. It is often so strong that it compensates for performance flaws, such as an out-of-stock situation, poor customer...
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