Marketing Psychology and Consumer Behaviour
What is the first thing that comes to your mind when you hear the word brand?
Is it the brands Google, Apple, Amazon, Microsoft, Facebook, Netflix or your local brands such as Munna Chaiwala, Mohanlal Mithaiwala, Mansukh General Stores
Brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.
– American Marketing Association
Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa
– Jay Baer – Convince & Convert
By the above definitions one would argue that a brand is one, which has been to inculcate all the above features and has fairly managed to able distinguish it’s product and services from its competitors. These are the Brand Elements, they are only the Physical Tangible Attributes of a Brand.
Brand in itself is much bigger than that. A brand is the image, a perception, an attitude a customer develops towards the Brand. Its the relationship, an emotional connection a customer forms with the Brand overtime. Its the Share of Mind of a Customer i.e. its the mental image that flashes before you when ever a customer comes in contact with any of the Brand Elements – name, sign, symbol, or design.
Let’s say Apple, so when you see the Silver Apple logo, the Reliability, Consistency, Sleek and Stylish, Innovative are the Brands characters that first comes to one’s mind, cause Apple has always attributed to these qualities in its products, that this is the Mental Image Apple has formed over the years, irrespective whether you use Apple products. Similarly Coca Cola, would be attributed to the qualities of quirky, bubbly, freewill, fun loving, casual, youth and etc, are the ones which define the brand.
But what about the local stores which are all around us, do they qualify as a Brand.
Yes, all such individual small SME’s are brand in their own selves. They do have a name, they do have a Physical Attributes, they do have a self co-created brand image and reputation in the market that differentiates them from their local competitors and attract their fair share of customers.
It’s not the size or the market position of the brand that matters but it is how does a brand interact and form an emotional connection, to successfully gain a differential position in customers mind, thereby create a relationship and convert them into gains for the Brand whether it is monetary or in terms of reputation, fan base, followers ect.
Can a Individual Person be a Brand in its oneself?
Yes, a Person can be a brand in its oneself, fascinating right!!
Think about all the great Personalities, Celebs, Sportsman, Politicians for the given fact even the new age Social Media Influencers are all Brands in their ownselves. They do create a self reputation, an emotional connection, the likeability and differential factor for their respective audiences. You do relate and accept their work/art and they do interact with you through different medias be it Print, Digital, Social Media Channels, Live Events, Press Conferences and ect.
Thus, the key element for any Brand to establish itself there are three criterias
- Physical Tangible Attributes – Name, Sign, Symbol, Design
- Create a unique perception in Customer’s Mind
- Emotional Connect and Relationship
The Brand’s reputation goes a long way in Consumer Loyalty and converting all the Intangible Assets into quantifiable Tangible Gains, without this No Brand can Survive
In this Competitive World, It’s The Survival of the Fittest
Jo Dikhta Hai, Samajhta Hai, Wohi Bikhta Hai!!
Marketing Psychology and Consumer Behaviour
Murtaza Choolawala
Geologist, Marketer
Hi, I am Murtaza, an enthusiastic researcher. Always curious to learn new things and to connect with people. Tech and Marketing are my obsession, and Research and Analysis are my Passion.
Marketing Psych 