Branding: Increasing access to new markets and overall sales

The act of buying a product or service is one that involves a number of physiological processes. Corporations have increasingly become sensitive to this fact, and realize that the functionality of their products is only one factor among many that drive consumers’ decisions. Attempting to make their products more attractive, corporations have evolved their advertisement campaigns into the present day “branding” of different products and services. A company’s brand or a product’s brand is a synthesis of several components. There is brand recognition, which can be broken down into five categories: rejection, non-recognition, recognition, preference, and loyalty. Next is Brand image, the perception of your product by the consumer, which comes from the feelings and images associated with a company’s brand. Brand community and identification are other factors that deal with the social phenomena that surround a brand and the self-identification consumers derive from it. These components factor into a company’s brand and determine its strength and consumer draw within the market. Image source: images.apple.com. > Continue.

Publication: Covalence Analyst Paper | Country: Global | company: Apple, Dell, IBM, Coach | Source: Covalence