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How Consumer Behavior Is Changing Brand Management Practices?
Conventionally, brand experiences were perceived as the outcomes of messages presented via broadcast mediums; audiences could only create relatively imprecise impressions of what those brands represented.
In today’s landscape, the brand experience is profounder, fragmented, and more complex and fragile. More than ever, a brand is formed by experiences and not just perceptions. Perhaps delivering one negative experience with a customer service rep after five good digital or product experiences won't spoil your customer relationship, but three in a row might be sufficient to do it.
That has a major effect on businesses that build brands without advertising. In those organizations, brand is stood primarily via word-of-mouth—i.e., what customers, partners, media, and industry people say about working with that organization. Such companies that venture into the digital realm face risks, but they face much more potential benefits. At some point of time, there comes a need for them to consult top brand management companies that can give required life to their brand value.
Brand image plays a crucial and essential role in driving the consumers to get enticed towards the brand. It is an origin of gathering together different consumers to be brand loyal towards the one or same brand that is called brand power. The ability to attract consumers through reach, availability, visibility and its appearance leads them to buy a particular brand, this is also done through brand equity and building brand image, brand knowledge and brand integrity, this is a very helpful tool to attract consumers towards a brand.
The imprint in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings associated with the brand). Brand image is evolved over time through advertising campaigns with a consistent theme and is authenticated through the consumers' direct experience. So, brand image plays a vital role in building brand experience on which consumers draw values for the brand and with values they associate their experiences with it and become a buyer for a particular brand.
A decision can be made upon the experience of the brand and the brand knowledge (how well a consumer understands or knows the brand). It is completely justifiable that human beings cannot avoid brands and clothing around them, they need clothes in daily life, it could just be for the purpose of wearing them for their physiological needs or for the purpose if fashion anything can vary between this perspective, but this signifies that clothing itself is very important for human beings. Nowadays, in addition to the basic functions, clothes can also serve as fashion items, which can tell how significant an individual is, express the status an individual has and what their personal image is like.
The top brand management companies help a brand in creating and maintaining its positive imagine in the mind and sight of consumers by using brand knowledge, experience and creating awareness. A strong and prominent brand image can really help to build a mark in the market, helps achieve revenues and profits and their margins, supports transitional assistance and increase a chance that can lead to expansion and of brand extension.
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