Introduction:
A brand can be described as a name, term, design, symbol or other features that distinguishes product and services from competitive offerings. A brand also represents the consumers experience with an organisation, product or service. The name of the organization can also serve as a brand. In other words brand is the sum total of everything accompany does- the good, the bad and even off strategy that creates a large context or an identity in the consumer’s mind. Brands are of great importance to any company or firm. Brands set out values for an organisation. Brands are a major competitive asset for organisations: those with strong brands can have market values that exceed their book values by far. Successful brands are those that represent valuable marketing assets through the coherent blending of marketing resources. Through well-conceived and effectively managed brands, organisations can build favourable reputations, which enhance the confidence of buyers, clients and users.
http://www.open2.net/money/brands.html
The consumers evaluate brands through different psychological factors being influenced by their affective and cognitive responses.
In the trends of model of consumer behaviour ‘lavidge and Steiner’ proposed “hierarchy of effect model” in 1961. This is a unilineal model consist stages as:
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
The affective grouping of effects refers to the feeling effects in the traditional hierarchie ...