Ingredient Branding Related Literature Essay Example

Ingredient Branding Related Literature Essay Example Ingredient Branding Related Literature Essay Ingredient Branding Related Literature Essay On the other hand, Bucharest defined Co-Branding as a long term type of co operation between two or more brands with equal or non-equal brand image n which identify of the associated brands is communicated through the inclusion of the brand name on the product or product packaging. Co- branding is an increasingly popular technique used primarily in domestic markets to transfer the positive associations of the partner brands to a newly formed co-brand (Lettuces Creche, 2011). Ingredient branding will be analyzed and compared to existing theories on co-branding and brand extensions. This will be helpful on students to fully understand ingredient branding. Furthermore, based on these existing theories, it will be possible to identify issues for further research. Brand communication is identified as the right mix of media vehicles that will maximize the brands potential to meet the goals like developing awareness, positioning and reminding the brand, its attributes, unique selling propositions and its benefit to the consumers set forth by the brand manager (Davis, 2002; Guppy et al. , 2008). Brand communication creates brand image (ROI et al. 2001) and gives the brand a personality by using a constellation of brand associations (Jodie and Torn, 2006). The better the brand communication the more the awareness receiver value and the intent of purchase (Guppy et 2008), which may lead to purchase and satisfaction thus leading to brand loyalty (Wainscoting and Sustainability, 2008) and brand equity. Brand equity is defined as the added value that a brand brings to a pr oduct (Changer and Dana, 1996). Pita and Satanic described Brand Equity as the value a brand name adds to a product. That value can be a halo extending beyond the current product category to other product classes. From this brand equity we can conceptualize the ingredient branding strategy and demonstrate how it ill affect students towards brand consumption. Then there is brand loyalty, trust, image and awareness that contributes a big part on the development of perspective of students on ingredient branding and consumption of goods. Brand loyalty refers not only to ones tendency to repurchase the same brand time after time, but also to have a psychological commitment or attitudinal bias toward the brand. Thus, the brand loyal customer not only buys the brand , but refuses to switch even when a better Offer comes along (Schoenberg, Gordon Errand, 2004). Brand loyalty makes a critically label contribution to competitive advantage (Signoras Steakhouses, 2004). Brand Trust on the other hand is termed as the degree to which an individual is confident, and eager to act on the basis of the words, actions and results of others (McAllister, 1995). Brand trust is basically the emotional commitment of the customers with brand. Marketers are now days very much interested in trust because mostly it is observed that higher trust ratings are positively related to loyalty (Areas, 2005). According to Asker, brand awareness is the ability of possible consumers to remember that a facial brand belongs to a special product. Consumers exposed to advertising, word of mouth, and other promotions, who are able to recall the brand only with some kind of cue achieve a low level of brand awareness, recognition. A consumer would have to encounter the brand and recognize it as a potential purchase choice. (Pita Satanic 2004). Brand Image can be defined as the perception about a brand as reflected by the cluster of associations that consumers connect to the brand name in memory (ROI et al. , 2001 Brand image consists of two components; the benefits customer rive from the brand and its attributes which constitute the brand association and the brand personality (Bayle, 2003).