Purpose – The identity of brand, from the perspective of consumers, is the foundation of a good brand‐building program. Effective brand management encompassing brand personality is of paramount importance in reaching the overall company goals of satisfaction, loyalty, and profitability. Advertising effectiveness can be measured by brand and advertising evaluations. The purpose of this paper is to analyse the strategies of effective brand building and managing the same with reference to acquiring optimum customer value for long‐run competitive gains. Design/methodology/approach – The paper reviews the literature on the brand building and develops arguments in reference to symbiotic relationship of brands with cognitive behavior of consumers. The discussion in the paper is categorically spread over brand equity, brand personality, media impact on brands and brand knowledge. This paper also discusses the process that builds brand personality through media communication. Findings – There are many psychographic variables like emotions associated with the brand image which constitute the personality of a brand. In case typical product category advertisements are associated with negative affect, the particular advertising functions act as a counter‐attitudinal message, which is more persuasive in the case of a mismatch rather than a match with the category advertisements. However, a persuasive advertising may affect consumer preferences. It will be of critical importance for future researchers and practitioners to understand the increasingly complex variety of factors underlying and influencing the linkages between brands and customer relationship. Practical implications – Effective brand management, encompassing brand personality, is of paramount importance in reaching the overall company goals towards satisfaction, loyalty, and profitability. Companies may choose to deliver advertising in a more appealing dimension for quick cognitive reflexes of customers. Originality/value – This paper argues the importance of the brand building and management issues from the perspective of consumers' cognitive variable for a sustainable effect rather than developing a framework of strategies considering company as a pivot. The paper explores and attempts to establish the symbiosis between the cognitive drivers of consumers and brand personality.
Measuring Business Excellence – Emerald Publishing
Published: Jul 1, 2006
Keywords: Cognition; Consumer behaviour; Brand image; Advertising research; Brand management
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