A brand is a unique name
This free essay was written by a student and not by our expert writers. If you need custom essays on your exact essay questions, then have a look at our essay writing service.
Brand:
A brand is a unique name and/or symbol! Intended to recognize the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors (Aaker, 1991; Stanton, 1994, and Kotler, 1996).
The name of a brand is the basic indicator of the brand. The name of the brand is the basis for raising knowledge of the brand and Communication efforts. Often even more important is the fact that it can generate association which serves to describe the brand (Aaker, 1991). The brand name is very important choice because some time it capture the central idea or key association of a product in a very strong and reasonable fashion. Brand names can be extremely successful means of communication (Keller, 1996). Some companies allocate their product with a brand name that in actuality has nothing to do with the emotional experience but is likable and a name that people can easily learn. The core base of naming a brand is that it should be unique can be easily distinguished from other names, easy to keep in mind and are attractive to customers (Rouhani, 1992).
Cross-national research has shown that consumers rely a lot on brand name when making purchase decisions. Brand name has been recognized as the most important sign used by consumers in facing product evaluations and purchase decisions (Forsythe, 1995). Studies by Berning (1974) and Jacoby, Szybillo and Busato, Schach (1977) have established that brand name takes priority over other attributes as an item of information in consumers' decision making processes. Brand name cue is an extrinsic cue that consumers often rely upon to assess a product especially when they