The paper "Branding Marketing Strategy, Consumer Buying Decision Process" is a perfect example of a marketing assignment. Branding is a wide scope marketing strategy widely applied by organizational marketing functions. This strategy offers organizations with increased opportunities for marketing their products through a range of strategic approaches. As a marketing strategy, branding has its similarity and uniqueness with other marketing strategies. This review focuses on the unique branding strategy features that enable organizations with an added marketing advantage over competitors in the market. On one hand, branding allows for the application and use of the brand equity approach in marketing.
Brand equity is categorized as the added advantage obtained from the consumption of organizational products. As such, it represents the indirect benefits accrued form such consumption. Branding creates this product value through positioning an organization in the market to enhance the desired consumer perception. Thus, consumers associate a given product with a definite social stratum. Therefore, besides consuming a product to satisfy the direct need, consumers consume such branded products to demonstrate their social status. In addition, branding offers respective organizations a unique opportunity to oust their competitors through the application and use of a brand promise.
Unlike other marketing functions that rely on the present product features, branding allows for the development of a promise to the consumers on the potential benefits of product consumption. The use of a brand promise serves a critical role in the alignment of consumer base needs to the product ability. As a result, this reduces the overall consumer base dissatisfaction levels. Therefore, through the use of brand equity and promise, branding as a marketing strategy allows for organizational marketing success over competitors. Question 7: Consumer buying decision process The consumer buying decision-making process is a stage by stage process through which consumers recognize a need and eventually purchase a given product.
This analysis evaluates the consumer buying decision-making process in the purchase of a laptop. The first stage in the decision-making process is the need recognition stage. At this stage, the consumers acknowledge the existence of a need and a want gap that ought to be filled through the application and use of the desired product.
In this case, a laptop need arises in the event that consumer needs a potable digital apparatus capable of receiving processing and delivering data. The second stage in the decision-making process is the information search stage. This stage incorporates the evaluation of data available on the features and availability of the proposed products. Under information search, consumers seek out as much information on the desired product and they include the standard product features, general price trends, products functionality and availability in the respective markets. In this case, in the evaluation of a laptop purchase, consumers would evaluate the standard laptop features such as processor ability, storage spaces, portability and standard sizes. Moreover, they would seek to establish the availability nature of laptops with respective and specific features presences.
Upon information search, consumers move onto the third stage in the buying decision process that incorporates the evaluation of a few established brands. At this level, consumers seek out to establish similarities and contrasts between specific market brands. Under the alternatives evaluation stage, consumers compare the product features against their needs and the market costs.
In the case of a laptop purchase, consumers evaluate the storage and processor features against needs and laptop prices. Once the consumers’ satisfactorily alternative evaluation consumers proceed to the purchase stage where they make the actual product purchase and finally enter the last stage, the post-purchase stage. At this stage, consumers offer reviews of either satisfaction or dissatisfaction, which influence their repurchase decisions significantly.