Integrated Brand Management Consumer Behavior

Question: Discuss about theIntegrated Brand Managementfor Consumer Behavior. Answer: Introduction Advertisement creates a visual impression about the product in our mind. After watching an advertisement in the television about any new brand or new product, the first thing that comes in the mind is the usage of the item in our daily life. Necessity plays an important role in buying decision. Brand is a term, name, symbol, design or sign that are identified with the product or service they provide. A particular brand differentiates their product from their competitors through providing any unique feature. If we need any product for the first time, we gather information about the product from the advertisement shown in television, published in newspaper or through online services. Advertisement plays crucial role in creating first impression about the product. We never buy that product for which the advertisement was not impressive or could not find a place in our mind. The usage of any products leaves their affects in our lifestyle (Solomon 2014). As per my personal experience, when I decided to buy my first car, I did not have much idea about the specifications regarding safety and security, comfort level and space availability of a car. After watching the advertisement of a well known brand, I got some specific ideas about the car. Next, I visited their website to make the final decision about purchasing. Therefore, the advertisement played an important role in making my purchase decision. One of the most important frame works of brand is emotional benefit. Emotional benefits are the sentiments attached with the brand and create loyalty among the consumer. Emotional benefits linked to the product are: Better service provided by the salesman of the store, better after sales service or good amount of discount (Kardes, Cronley and Cline 2014). If the customer is using a particular brand for long time, he may not be willing to shift to another company even if that offers better services. A nationally promoted product has strong power in the marketplace as it generates an emotional association with the consumer. A brand is nothing but the mental demonstration of the product in the mind of the consumer. The greater the emotional substance of a brands mental demonstration, the more likely the consumer will be loyal to the brand (Koenig-Lewis et al. 2014). References: Kardes, F., Cronley, M. and Cline, T., 2014.Consumer behavior. Cengage Learning. Koenig-Lewis, N., Palmer, A., Dermody, J. and Urbye, A., 2014. Consumers' evaluations of ecological packagingRational and emotional approaches.Journal of Environmental Psychology,37, pp.94-105. Solomon, M.R., 2014.Consumer behavior: Buying, having, and being(Vol. 10). Engelwood Cliffs, NJ: Prentice Hall.