Impact of Brand on Consumer Behaviour: A Case Study of Lipton Tea

This essay discusses the impact of brand on consumer behaviour with a case study of Lipton Tea. It includes personal reflection and critique discussion on the brand's communication strategy and its influence on consumer perception and decision-making.

Buyer behaviour
essay

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Personal reflection..................................................................................................................3
Critique discussion.................................................................................................................4
CONCLUSION..........................................................................................................................6
REFERENCES...........................................................................................................................8
Books and Journals:...............................................................................................................8

INTRODUCTION
Today’s business environment is becoming competitive in market and because of this
reason, every organisation wants to become a brand in the market. It is necessary for each and
every organisation to do something extra so that they are able to attract more and more
consumers (Kunkel and Biscaia, 2020). This report aims to identifying and analysing the
impact of brand on lives. Brand influences life and colours our perception of the world. It is
very important for each organisation to understand the impact of brands on individual life so
that they are able to position their reputation in the market. This report will discuss are
reflection and critical discussion of a brand which affects life. In this context, Lipton will be
undertaken which is found to be a British brand of tea owned by Unilever.
MAIN BODY
Personal reflection
A brand is found to be here the promise of an experience and it is found that powerful
brands are always focusing on bringing people together. They are also concerned about
creating a community who are loyal to their brands. Brands are found to be the companies
that believe in consistent influence, inspiring and compelling people so that they make
decisions related to the business and lifestyle. It is found that big brands are always focusing
on making purposeful strides so that they can engage audiences and also able to deliver their
promises (Fetscherin, 2019). As per my experience, I found that lieutenant is one of the
important brands of Unilever which is now leading in the market and found to be very
popular. It is necessary to understand that Lipton is communicated with the people only with
the help of advertising. I found out about Lipton from an ad on television where I got to know
about this brand and started to follow it. From my experience with Lipton, I can say people
that they are providing the best quality of tea in the market and this is the main reason that
they are continuously growing their market. When I saw this brand in the TV advertisement
then I got to know about the brand. After watching their advertisements, I got inspired and
choose this brand. The strategy of marketing of this brand is very different and effective as
they understand that people believe in qualitative products and services.
It is important for me to understand the brand and that's why I always tried to interact
with the brand so that I am able to identify its strengths and the weakness of that brand. My
conversation with the brand started from the advertisement which I watched on the television
program. I got to know about the Lipton brand which is found to be a well-known tea or

British brand in the world. I identified that this brand is growing at the fastest speed and
currently they have become a valuable brand in the world. My conversation with this brand
was found to be very positive because they are always supportive of clearing my doubts
enquiry with the help of effective customer care (de Oliveira and Sousa, 2020). When I faced
any problem regarding this brand then they always stand up for me to provide information
about the brand.
I got a positive message from the brand as they shared stories which focused on
providing a naturally grown tea provided to the world with their signature rich taste and
Aroma. I found that they are always messaging to the public that nature is the factory of the
organisation and that's why they harness the sun, rain and went in order to ensure that every
cup of tea is grafted with natural goodness (Chakraborty and Bhat, 2018). They want to
provide the signature delicious taste and Aroma to the public and this message I always liked.
I can say that due to this message I always get attracted to the organisation. This is the main
reason that I choose this brand which affects the individual life. I analyse from the
environment that whenever an individual wants to get refreshed then they always like to sip a
cup of tea of Lipton so that they are able to feel good. From the analysis of this brand, I found
that the communication objectives accompany should be very effective and they need to use
some important techniques and tools which help to attract customers and the public in the
market.
Critique discussion
Brand communication is provide a positive as well as negative impact on the
consumers and this is the main reason that every organisation is focusing on the effective
communication which helps them to achieve their goals and objectives. It is found that
organisations are believing that a communication is found to be one of the important key tool
which helps them to achieve their vision and mission (Dodoo, 2018). This is the main reason
that company needs to focus on effective strategies which helps them to make affective
communication with the public. It is found that if communication is not affected then this is
sure a company cannot able to achieve the goals and objectives as they are not attracting the
customers due to infective communication. It is necessary to understand that the quality and
prices of a brand is not enough for attracting consumers because if they are not effectively
communicated in the market then how it will be get positively impacted. Due to this,
communication is playing of very important role as it provides a direct influence on
achievement of goals and objectives of a company. It is found that now organisations are

making strategies for the purpose of communication as it provided an impact on the consumer
behaviour. Lipton is the British brand of Unilever that is mainly focusing on achieving the
goals and objectives. For that purpose, they are not only increasing the quality of the
production services but also always ready to communicate with the customers directly. From
their previous experience, they are now no that's social media is becoming one of the
important communication tool which helps them to communicate with the consumers directly
(Chu and Chen, 2019). It is also very helpful to identify and analyse the taste and preferences
of consumers which assist them to make necessary changes in order to become a valuable
brand in the market.
Every day the importance of communication is becoming crucial and it is found that
now companies are focusing on using communication tools and techniques. In this process,
Lipton is giving priority to the advertisement on television and also started to change its
strategy of communication as they are using social media also such as Twitter, Instagram,
YouTube, Facebook, etc. It is identified that social media brand communication is
influencing brand awareness and also provides a positive impact on the perceived brand
quality as well as on brand loyalty. Communication is very helpful in order to increase the
brand awareness in the market (Hani, Marwan and Andre, 2018). In the case of Lipton's
communication strategy, it is found that consumers get information from the television and
now they are starting to promote the goods and services on social media as well. So the
information related to Lipton is become very easy to get and received by customers.
A brand is found to be a success of a company based on the perception of customers
towards their brand. It is important to know that Lipton tea is become popular in its current
position because of its communication strategy. As per my perception, I can see that Lipton is
becoming the most valuable brand in the future. Due to this reason, they are gaining a heavy
competitive advantage in the world. They are not limited to only one nation as they expand
their business on a multinational basis (Albarq and Al Doghan, 2020). It is analysed that the
popularity of a product and services in the market makes a brand and it is based on
advertisement, design, communication, identity, environment and packaging. I was very
motivated by this brand as they are doing very well in the market and also able to achieve the
goals and objectives due to their marketing strategy. It was not only because of the marketing
strategy of a company as they promise to maintain and boost the brand loyalty of customers.
This is also found to be an important reason for their success and growth.

It is found that branding is a fact of life of an individual and I can say that from my
experience is of a Lipton brand (Dhaliwal, Singh and Paul, 2020). It is very important to
understand how a brand is affected by consumer behaviour as it provides a direct or indirect
impact on the decision making of an individual. It is found that advertisements show the level
of happiness and the types of lifestyle that consumers want to have. That means they are
showing those acts which are the symbol of representing the brand in the market. It is
identified that the final effect of a brand on consumer behaviour depends on one important
fact which is consumer perception of the brand. Formerly, I was very unknown about the
Lipton brand as I am not convincing about this brand. But after experiencing the brand
personally, I changed my perception of the company as depends on my experiences, feelings
and attitude to words the product and services. When customers have a positive brand
perception then there able to get the best experience and also recommend a brand to the
others. I can move to say about this fact with the help of examples.
From my first example, peoples are able to know how it will provide an impact on the
decision-making process of an individual. I was depending on another tea which is not so
good but because I was purchasing for several years so I have trust in that brand and also I
am not like to change the brand. But due to the effective communication of Lipton, I felt that
my perception gets changed towards that product because they give a guarantee about the
taste and quality. In the advertisement, I realise that this product should be tried by myself
then I will make a decision. After the got experience of Lipton tea, I really felt very blessed
as it change my decision and switch to this product and also becomes a valuable brand in
front of me. They are not only promising to provide the best quality of tea to the public but
also they have a good strategy for communicating with the people which makes them more
attractive to their brand.
In the last, it can see that brand is representing The Identity of a company in the
market and it please again with the psychology of all the individuals who are getting affected.
It is found that brands influence individual Life by what they think for themselves, what they
think about the others, etc. In short, it influences the spending made by an individual for
purchasing products and services (Saura and et.al., 2020). It is very important for the brand
that they need to understand the audience first and then they should try and trigger
associations.

CONCLUSION
It can be concluded from the above this question that every day the importance of
branding is increasing in the market as it depends on the loyalty of customers towards the
organisation. A company become a brand when they are able to promise to their customers
and always ready to meet with the expectations of customers. It is analysed from this report
that every day the importance of branding is increasing and also provide a positive as well as
negative impact on the consumer.

REFERENCES
Books and Journals:
Albarq, A.N. and Al Doghan, M., 2020. Electronic word-of-mouth versus word-of-mouth in
the field of consumer behavior: A literature review. Journal of Critical
Reviews, 7(14), pp.646-654.
Chakraborty, U. and Bhat, S., 2018. The effects of credible online reviews on brand equity
dimensions and its consequence on consumer behavior. Journal of promotion
management, 24(1), pp.57-82.
Chu, S.C. and Chen, H.T., 2019. Impact of consumers' corporate social responsibility‐related
activities in social media on brand attitude, electronic word‐of‐mouth intention, and
purchase intention: A study of Chinese consumer behavior. Journal of Consumer
Behaviour, 18(6), pp.453-462.
de Oliveira, C.P. and Sousa, B.M., 2020. Green consumer behavior and its implications on
brand marketing strategy. In Green marketing as a positive driver toward business
sustainability (pp. 69-95). IGI Global.
Dhaliwal, A., Singh, D.P. and Paul, J., 2020. The consumer behavior of luxury goods: A
review and research agenda. Journal of Strategic Marketing, pp.1-27.
Dodoo, N.A., 2018. Why consumers like facebook brands: The role of aspirational brand
personality in consumer behavior. Journal of Promotion Management, 24(1),
pp.103-127.
Fetscherin, M., 2019. The five types of brand hate: How they affect consumer
behavior. Journal of Business Research, 101, pp.116-127.
Hani, S., Marwan, A. and Andre, A., 2018. The effect of celebrity endorsement on consumer
behavior: Case of the Lebanese jewelry industry. Arab Economic and Business
Journal, 13(2), pp.190-196.
Kunkel, T. and Biscaia, R., 2020. Sport brands: Brand relationships and consumer
behavior. Sport Marketing Quarterly, 29(1), pp.3-17.
Saura, J.R., and et.al., 2020. Consumer behavior in the digital age. Journal of Spatial and
Organizational Dynamics, 8(3), pp.190-196.