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BRAND DECISION :
The first branding decision is whether to develop brand name, their packing
for a product. Today, branding is such a strong force that hardly anything goes
unbranded. Assuming a firm decides to brand its products or services, it must
then choose which brand names to use.
BRAND DECISION PROCESS
• To acquire, retain, and grow customers, companies need to know
how customers make brand decisions.
• The brand decision can be primarily cognitive or experiential
depending on the product category and situation.
• Brand decision-making is partly rational and partly emotional, so
brands must speak to both the head and the heart.
Speaking to the Head and the Heart
FACTOR THAT INFLUENCE
Three factors influence decision-making:
• Level of involvement (high to low)
• Customers (retention) versus Prospects (acquisition)
• Consumers versus Businesses
BASIC DECISION MAKING STEPS
• Step 1: Problem and Opportunity Recognition
• Step 2: Information Search
• Step 3: Evaluation of Choices
• Step 4: Behavior and Action
• Step 5: Review of Buying Decision
PERSUADING PEOPLE TO
• Marketing communication is a type of intervention in a customer’s brand
• The intervention works only if the planner truly understands the customer’s
relationship to the brand.
• From an IMC perspective, communication that helps customers and
responds to them in a personal way is much more persuasive than
communication that tries to manipulate them.