The influence of brand on consumer behavior research--Essay代写范文

Essay代写范文:“The influence of brand on consumer behavior research”，这篇论文主要描述的是在我们生活中购买商品时，是否会受到商品的品牌形象的影响，消费者们对于品牌意识的理解有多少，消费者们是否能够因为品牌而增加商品的购买欲，不顾商品质量和价格，这就是本文中所想要研究和探讨的重点。

In this paper I will analyses two articles “IN SEARCH OF LOVEMARKS: THE SEMANTIC STRUCTURE OF BRANDS” and “What do Brands Mean”, both of them examine the role of brand awareness in the consumer choice process. Do brands really influence the consumer behavior? Do they make the choosing process faster and easier, despite quality and price difference? Well that’s what I will try to find out, and for that, I will start by pointing the most relevant aspects that each author enhances. I will then compare both coincidences and discrepancies between the author’s views. In the end I will summarize and evaluate the conclusions of the articles and I will present my own point of view.

第一篇文章——寻找至爱品牌：品牌的语义学结构——Article 1- “IN SEARCH OF LOVEMARKS: THE SEMANTIC STRUCTURE OF BRANDS”.

This first article was written by the “American Academy of advertising” in 2007. It is funny to see that the author starts the article by making fun of the consumers and the affect that “the brand” has on them. He starts by saying that consumers would pay 5 dollars for a case of coca-cola when the product is a little more than corn syrup mixed with water, which as he says it is “virtually free”. Then he goes even further with his joke and he says “Then came the 1 dollar bottle of water, Now we will pay 1 dollar or more for a bottle of Danasi, Coca-cola′s brand water. And Danasi is nothing more than filtered tap water with a few minerals added.” this part made me laugh even louder than the first one, because tap water its even easier to get than corn syrup and its mostly available anywhere. Just by these we can see that a brand really makes all the difference in a product and on consumer perception.

As the author says this is easily proved with some blinds tests, where people say to prefer one famous branded product like coca-cola because it tastes better or makes them feel better, and when subjected to the blind test they end up by choosing Pepsi or any other competitor brand. With this we can see that again brands make all the different then even make a consumer choose them instead of something they do like more.

Another important point that the author refer in his text is that brands are “not only concepts such as loyalty, personality, and consumer behavior”…”but they are also indicative of the relationships, communication, psychology…” In fact many people associate themselves to brands and make a highly strong bound with them; the brand is part of who they are and how they act and live. Let′s say Nike sponsors most football team or famous players, than a personal that is into sports will most likely be a consumer of the brand Nike. By other words people become brands and brands become almost “human”.

“Brands are not only represented in television, print ad, or internet pop-up; it is also present in the human mind.” Saatchi & Saatchi CEO Kevin Roberts (2005) names this bound of the brand with the human mind “Lovemark”. Most of larger companies have recognized the value of brand recognition. McDonalds has their arches, Goodyear has its blimp and AOL has its distinctive pyramid.

The author then presents a study where the goal is to answer the question “Do brands simply behave like every other emotional stimulus ever tested?” where his first question is “Are brands Love marks”? Roberts (2005) says that “a Lovemark is a brand that encourages to love the brand or to have loyalty beyond reason” a brand that is continually purchased over and over again without carrying about the advantages of the competition.

The second question he presents is “what is the relationship between brand attitudes and identification with brands”?

Here the author says that to become a “love mark” you have to have more than a “few fervent fans” instead you must be “shared by a wide variety of consumers”. In the text we can find some examples like Apple, Google, etc.

Third and last question “Do popular brands represent meaningful points in brand space? That is, do they cluster in a meaningful way?”

For this last question the author made a study that involved 53 students (37 women and 17men, with a average age of 21.9years)

The materials used for this were brand logos. They were displayed continuously on a monitor, while participants made their ratings.

The results of this study were that in fact brands do behave much like other emotional stimulus. The results where that the primary dimension that aroused from the subjects was good and bad brand. The author says “Brands are not objective, rational objects. They are good or they are bad”.

The data also suggest that the “brandsare transformed into virtual extensions of the consumers themselves.” …” if it is like me, then of course it is good” … So “if a brand is like you, it is going to take an enormous push to make you change. If you both love Google and it is like you, then how am I going to get you to use another search engine? In asking you to reject a love mark, I am not simply asking you to change the product. I am asking you to change part of yourself, to betray a friend” … as I wrote before and Kevin Roberts said “Loyalty behind reason”. Again here we can see that people do connect with brands as much as they connect with other people.

As conclusion the authors says that brands don’t only appeal to your emotional side, in fact they do become almost “human”, we classify them as “good”, “likable” even “happy”. Brands are part of our lives as much as our family and friends, and if you feel like this towards a brand than that relation, that bond, it will be a tuff thing to break.

Article 2 - “What do Brands mean”.

This second article attempts to “define brand meaning in the context of brands that are well-known and well-loved by consumers”. The brands are going to be analyzed in 4 dimensions: Attributes, performance, emotion and symbolism. To build a well know and solid brand, we need hard work and dedication on it and to do this it takes some time, it is not something that appears from night to day.

It is said that brand is mostly informational (attribute, benefit, image…) but consumers don’t only know facts about the brands in fact they live with them.

The author also talks about mature brands and he says that the consumers of those are loyal and sometimes in a large number and to those consumers the brands it’s not only a name, but in fact a collection of experiences, culture and emotions. In fact many of those consumers grow up surrounded with these brands which make them highly involved. And because consumers are already used and too involved with those mature brands it becomes hard to make changes on them. “Keller (1999) suggests that brand managers must have a long-term perspective and use brand reinforcement strategies to adapt to the changing marketplace overtime while remaining true to the brand’s core equities.”

Another important aspect that this author talks about is the relation between consumers and not so well known brands. In this cases where brands are not famous and have no feelings attach to them, what matters the most is the performance (attributes and benefits) of the consumable object. The “image” of those brands it’s formed through self experience and exposure to advertising or for exp. word-of-mouth.

Regarding not so well known brands/products there are 4 dimensions of brand meaning:Attribute: for those brands attribute it’s a physical characteristic.

Functional Benefits: Here what matters is the product performance (potential) and what benefits are attached to it

Emotional Experience: The kind of emotional response that the consumers will have towards the product (good/bad; happy/unhappy…).

Symbolism: Product sometimes becomes emblems of an era. They are often attached to a culture (time, space, nature, persons).

Conclusions

The author concludes that brands are not only performance and imagery but indeed they have emotional feelings attached to them. Also mature brands are important for the brand structure and that brand meaning (attribute, functional benefits, emotional experience, and symbolism) is an important part of these brands.

Main points of author’s agreement

The main points that the authors agree on is that the brand has an important role on the consumer relation with the product. The brand is not only a name, logo or something tangible; it is in fact a group of emotions and past experiences attached to it. The brands start making part of the consumers daily life, daily used… in fact they become part of the consumers. Brands are who consumers are, and consumers are what brands are.

Personal opinion

I do agree with both authors and I think that brands are an important part of consumer’s behavior. In most cases brand is what makes us differ a product from one and another, and we don’t mind paying a little extra cash for those branded products that we like so much, even if they are pretty much the same as other products. I agree with the authors and I also think that this is due to the emotional part involved between consumers and the brand, this may be caused by the benefits of the product, by our past experience with it, or even just because Cristiano Ronaldo uses it. I mean take my example, I’m a huge fan of BMW, sure it′s a great brand with lots of qualities like so many others have but I honestly think that I like it because I have always been surrounded with those cars, my mom had 3 of them and my dad had 2. I also love brands like Nike, Adidas or Puma, this is probably because I love sports specially football and all my favorite players use them. I also agree that brands are not merely images we see on TV or outdoor adds, I mean I’m sure all of us connect the music of Dandy Warhols 'Bohemian Like You” to Vodafone when we simply hear it on the radio without any image to connect to it, or a simple yellow “M” shaped arch for MacDonald’s.

In conclusion I agree that brands have a high influence on our lives they are part of them, we couldn′t live without our beloved brands, they make us who we are or they helps us become who we want to be. You can be a sport guy with Nike, or a trendy guy with Hugo boss, a connected person with Vodafone or you can bite the apple brand.

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