The role of pr in changing perceptions

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Few consumers buy products at random. This is particularly true for durable products, such as washing machines, freezers and cars, which are likely to be kept for a long time. Branding is a form of product differentiation which quickly and effectively communicates a lot about a product and helps reduce the random nature of product selection by the consumer. A brand comprises a range of features which identify the products of a particular organisation. This could be a name, sign, term, symbol or other creative element. Branding helps consumers to identify closely with products which satisfy their needs and provides them with a deeper understanding of the qualities and characteristics associated with the product. In terms of their perceptions, branding provides consumers with a clearer picture of what the product offers. The success and popularity of brands change with time. Over different periods and for different reasons, some brands become more popular and have a better image than others. With an increasing number of well-differentiated brands in today’s market-place, it is important for organisations to evaluate the distinctive qualities of their brands and use these qualities to develop each brand’s success. Skoda is an example of a brand whose popularity...

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