Brand Life Cycle and Brand Knowledge Essay Example | Topics and Well Written Essays - 750 words

Brand action Cycle and Brand cognition - Essay ExampleThese parameters offer be applied in brand positioning as well but the thought process needs to be different. For example, product positioning may possess inflection like product look, product features, product variants, overall analogous products in the industry, supply chain, customer support, backup man guarantees, etc. These aspects require a lot of operational considerations to be embedded in the product strategic framework. Hence, product life cycle assessed & planned by virtue of the realities in the market that includes customer perceptions, ever-changing end user tastes, supply chain weaknesses (like obsolescence of raw materials) & creative destruction by new purpose activities by the competition. But brand positioning requires lot of thought process about the in-depth cultural & ablaze aspects of the customers in the process of introduction, elaboration & fortification of brands that builds an overall expectation framework of end customers from the organization as a whole (Park and Jaworski et al. 1986. pp137-139). It requires lot of strategic thinking at often wider perspective without looking much into the operational aspects. For example, going for an ISO 9001 certification can have one of the benefits as improved mark tending(p) that the customers develop better trust in the organizations commitment to whole step of products. When we talk about products here, it is not special(prenominal) to a particular product but is pertaining to the organizations overall quality commitment to its products. The products may become antiquated but such impressions last much longer - may die only if the next branding effort has not been made amidst changing market dynamics. For example, if the quality expectations of the consumers are modified to the latest recital of ISO 9001 (ISO 90012008), the companies certified with the older versions may face brand obsolescence unless they tangibly demonstr ate innovations in their internal quality control as per the new standard. Consumers may immediately realise this differentiating factor once one of the companies starts trade their compliance with the latest version of the standard.Brand Knowledge and its impact on Retro Products and Brand Life CycleKeller (2003. pp596) presented the key dimensions of brand knowledge as awareness, brand attributes, benefits, images (visualizations), thoughts, feelings, attitudes, and experiences. These dimensions form an important part of consumer shop that impact their buying behaviour. However, a closer look reveals that all these dimensions are volatile and possesses definitive find of coming out of the consumer memory if the organization does not practice effective memory refresh or brand reminder techniques. Banbury & Mitchell (1995. pp178) and Hendricks & Singhal (1997. pp44) emphasized that incremental innovations and regular new product introductions impacts the business performance of o rganizations positively. These can result in complete refreshing of brand knowledge in the consumers mind due to their inlet knocked by the innovative companies periodically to present new innovations & product releases.