The paper "Brand Image and Brand Salience" is a good example of business coursework. The ultimate goal of any business organization as a whole or through brands is to drive their profit margins. This can only be guaranteed when a business organization or a brand is capable of attracting and retaining customers so that they lock them in while locking out competitors. In essence, business organizations must gain competitive advantage through their brands of products and services to achieve sustainable and profitable business performance. The desirable end result of such business strategies would be the market leader in any given market segment chosen by a given business organization.
One significant way through which business organizations can achieve market leadership is through appropriate marketing approaches. Successful marketing approaches arise from the ability of marketers to create and leave a lasting impression on customers. This implies that there must be proper communication between the business organization and its target customers. One way to leave this desired image is through branding so that the business organization can differentiate its products from those of their competitors.
This can be achieved via easy to remember symbols, word and slogan among others (Ghani, 2012, p. 147; Romaniuk and Sharp, 2004, p. 327; Datta 1996, p. 799). This paper seeks to examine the concept of brand image and brand salience as significant concepts in marketing. 2.0 Brand Image Nijssen and Frambach (2001, p. 117) describes a brand as a name or rather a trademark that is associated with a given product or the manufacturer/producer of such a product. According to American Marketing Association, a “ brand” other than being a trademark or a name can also refer to a term, symbol, design, or a sign or a combination of them which identifies the products and services of one business organization or group of business organizations and differentiate them from the products and services of competitors (Ghani, 2012, p. 147).
Branding as a business marketing strategy enables a business organization in realizing its targeted performance. Research indicates that brand image is increasingly becoming significant components of culture, as well as the economy (Datta 1996, p. 799). Brand image differentiates the products and services of a given business organization from those of its competitors.
For instance, the “ differentiation” component of a brand image is used by business companies to provide their products with equity and added value for strength and competitiveness. It is this “ differentiation” in a brand image that enables companies to produce products which effectively satisfy the needs and preferences of the customers in a given market segment. Branding is an important exercise in guaranteeing market leadership by enabling business organizations to define product-oriented market lines for the various market segments. Consistency is critical in this process so as to guarantee customer value. 3.0 Brand Salience Brand salience in contemporary theory of marketing significantly draws from social psychology.
Brand salience relates to the ability of a product or organizational brand to be distinct or rather “ stand out” from others in the same category. Thus, saliency draws from the fact that not all of the consumers or rather buyers’ beliefs on a given brand generate equal cognitive prominence. As a result, consumers or buyers may become more aware of some of their beliefs than other beliefs on a given brand of product or organization, which may be more easily and readily conceptualized in their thoughts.
According to researches on saliency, it is this cognitive prominence that enables consumers or buyers to easily notice a given brand (Romaniuk and Sharp, 2004, p. 327). In addition, cognitive prominence of a brand enables buyers to more easily retrieve them from long term memory. As such, brand salience is concerned with both the quality as well as the quantity of memory structures’ network held by consumers regarding a particular brand of product or business organization. In essence, therefore, brand salience plays a significant role in influencing consumers’ choice of brands, as well as consumer/buyer behaviour.
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