Essay On Brand Identity Affect Brand Loyalty | Apple Inc
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Added on 2020-02-05
Essay On Brand Identity Affect Brand Loyalty | Apple Inc
Added on 2020-02-05
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“TO WHAT EXTENT DOES BRAND IDENTITY AFFECT BRAND LOYALTY? USE ANAPPROPRIATE BRAND IDENTITY MODEL TO AID YOUR ANALYSIS.”
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1APPLICATION OF MODEL..........................................................................................................1FACTORS INFLUENCING BRAND LOYALTY.........................................................................4BUYER BEHAVIOUR MODEL....................................................................................................5IMPACT OF BRAND IMAGE ON BUYER BEHAVIOUR.........................................................7CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTION In the modern era, companies are operating in highly competitive environment anddeveloping new set of strategies in order to sustain for longer. In this context, branding is one ofthe concept that helps company in gaining attention from customers. Considering this, brand canbe defined as a unique name, symbol, logo or combination of all that aids in developing adistinctive image in the market. From the research of Doyle and et.al., (2008), it has found thatbrand plays a significant role in attracting large set of customers towards it. Brand which is wellknown are tend to cater the attentionof customerrepeatedly and this certainlyresults into highbrand loyalty. However, there is long debate on whether brand identity leads to loyalty or not.Considering this issues, present essay has been developed that aims to answer the question of“To what extent does brand identity affect brand loyalty?” In order to answer this, Apple hasbeen selected that has high brand identity in the market. Apart from it, other examples are alsoincluded in the essay in order to attain key findings. In order to discuss on the subject matter,brand identity prism has been selected. APPLICATION OF MODELButler, (2011) stated that customers seeks for brand name in order to ensure reliable andquality products. Also, brand clicks in the mind at the time of need recognition by customers.Further, Aaker, (2012) commented that customers who are able to recall brand will certainlybuys products of that only which causing repeat purchase. This situation certainly leads todevelopment of brand loyalty. For further explaining the relationship between brand identity andcustomer loyalty, brand identity prism has been taken into account. This model states that thereare 6 elements of brand that makes in connect with customer and hence aids in gaining attentionfrom large set of customers. This mainly includes physique, personality, culture, relationship,reflection and self image. Based on this elements, Apple is able to gain high amount of attentionfrom customer and even able to cater the loyalty from it. These elements have been discussedunderneath along with its relationship with customer loyalty. Physique: It is even termed as capabilities as this signifies the quality and standard ofbrand. Capability of Apple is very high in terms of mobile application, design, operatingsystem and performance. Due to this, Apple is perceived high quality and premiumproducts in the market. With this, more of customers are attracted towards it and1
purchases the latest iPhone every time it is launched. Moreover, physique evenincorporates the performance of brand in market which gradually increases its brandidentity. Considering the case of Apple, it launches new products with latest technologyand innovation. Further, it launches new technology in exhibition that certainly boosts itsbrand identity and hence it leads to rise in sale of the products. This signifies that higherthe brand identity, higher will be the loyalty of company (Arslan and Altuna, 2010).Considering another example of fashion brand, M&S that offer apparels that are in latesttrend. It offer products with high quality which certainly caters the attention and hence itleads to repeat purchase. Figure 1: Brand Identity Prism(Source: Aaker, 2012)Personality: This element of brand identity defines the manner in which brand deliversits capabilities. Taking example from Apple, it is passionate and determined towardsoffering latest and unique feature in gadgets. This particular feature of Apple aids indeveloping high brand awareness. Through this, customers get attracted towards it andpurchase product over again and again. Hence, this states that personality element ofbrand aids in developing brand identity which tends to gain attention from existingcustomers. Bерecob, (2010) stated that customers tend to buy products from brand fromwhich they are familiar. This particular aspect of brand aids Apple in gaining repeatpurchase and certainly resultant into brand loyalty. 2
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