The Power of Brand Name Essay Sample
The success of any concern or consumer merchandise in today’s universe depends in portion on the mark market’s ability to separate one merchandise from another. Branding helps finally consumers to place one merchandise from those of the competition. However. there is a 2nd side of branding. As society advancements and increases its ability to buy more and better quality merchandises. people’s perceptual experience sing trade name names alterations as clip goes by. For the bulk of people. holding a branded. well-known and socially well-thought-of merchandise is the cardinal factor of societal regard and hierarchy.
Consumers will buy more expansive trade names of merchandises as they do non desire to lose their societal credence among their equals. Unfortunately. some consumers genuinely believe that a branded merchandise has guaranteed quality and they are ready to pay for overpriced merchandises. which are non deserving its monetary value. In add-on. concerns. particularly marketing section and consumer behaviour analysts research a batch of information sing people’s psychological science and perceptual experience. Depending on different psychological consequence. concerns will utilize different attacks that attract people’s attending to their merchandise. Nowadays. most people want to purchase branded merchandises because of demoing position symbol. companies’ selling program. and products’ better quality.
In today’s universe. the fright of societal rejection and position is going a bigger job. particularly among adolescents. who use their parents’ ability of buying expensive goods in order to stand out and demo off in society. Those people normally claim: “Don’t underestimate my ability. ” Harmonizing to “Pamela: A Case Study in Status Symbols” by Franz Oppenheimer. Oppenheimer stated that position symbol is formed by the societal anxiousness ( 194 ) . In other words. people are scared to be neglected in their equal groups. They keep purchasing branded merchandises. which they think state more about their being. Peoples keep following this tendency when they become unsure about their position between their societal groups. Therefore. they are willing to demo off their newest luxury purchase as a presence. non because of the product’s beauty but of its perceptual experience.
In Lundgren’s book. “A Cross-cultural Analysis of Consumers’ Conspicuous Consumption of Branded Fashion Accessories” . he stated that there is a positive relationship between societal stratification and social-esteem ( Lundgren ) . To set it in another manner. societal position tends to impact individuals’ self-esteem. and persons will seek to seek a verification from their group member for acquiring higher self-pride. Peer group is truly of import for everyone since it can be positive every bit good as negative. Rejection and neglecting by equals can do serious jobs in mental wellness or condemnable jobs. For illustration. people are more likely to steal luxury points or increase opportunity of holding some kind of mental disablement. Consequently. their societal position or societal stratification can’t rise because of their luxury. and it will do low self-prides.
Further. selling is a procedure of pass oning the values of a merchandise or service to clients. Besides. it’s an art of selling. Abercrombie & A ; Fitch had their first shop in Hong Kong in this summer ; they hired over 300 theoretical accounts standing on the most celebrated street in Hong Kong. which has more than 10. 000 workers or tourers walk by every twenty-four hours. Furthermore. if client decides to pass over US $ 600 in that shop during individual visit. that individual will acquire opportunity to hold a limited exposure album that is established by Abercrombie & A ; Fitch. Many adolescents were waiting three hours in a line to travel into that shop. take a image with theoretical accounts. and purchase luxury goods. Have you even seen anyone run alonging up in forepart of Abercrombie & A ; Fitch in U. S. A? I’ve ne’er seen or experienced anything similar in United States before.
Since this company has been established more than 100 old ages in United States. some Americans may non concentrate on this trade name every bit much as people in Hong Kong do. As the writer Edmund Burke puts it in “Thoughts and Detailss on Scarcity. ” scarceness is a basic economic job of people’s limitless wants and needs in a universe of minor resources. Basically. I am reasoning that people’ s wants are non traveling to halt until they are satisfied. even though people know that they may non hold it because of the limited sum. Whenever iPhone comes out. people will seek any possibilities to acquire it every bit shortly as possible. Since Apple co. is purposefully making a demand for their merchandise by restricting the first gross revenues to merely a few states. I remember when iPhone 4s came out. some people were theorizing on monetary values and were able to sell it for over US $ 1000. As a consequence of people’s action of purchasing branded merchandise. we can see power of luxury is truly influential.
Correspondingly. some consumers will believe that the more expensive merchandises they buy equates to the best quality they can acquire. For case. universe renowned trade name Polo sells shirts that are frequently five times more expensive compared to alternative vesture. However the lower quality is evidently five times cheaper. The chief benefit is trade name “coolness” and societal perceptual experience. and companies know that. Consequently. those merchandises can last thirster. and the monetary value is worth the money. Besides. these consumers’ psychological feeling is non demoing of their economic position or their being. and they want their merchandise. which is worth for the money. In add-on. I have a Bobbi Brown coppice for my tegument. which costs $ 36. but I have been utilizing it for many old ages. In add-on. human tegument is really sensitive particularly our face. A cheaper coppice may besides hold hapless quality that could us to see a physician ; therefore. the inexpensive coppice leads to a more expensive overall scenario. Then the cost of the coppice will be more than $ 1.
Therefore. we find a good trade on a merchandise that we like so much. we need to believe about the effect. Although non all merchandises are likewise. some companies may challenge their claim that they spent a batch of clip on bettering their quality to fit consumer’s demand. Companies will utilize a batch of schemes to pull people to purchase their qualitative merchandises. Though I concede that some consumers buy branded merchandise. which is because of their quality. I still insist that most consumers put the popularity of merchandise as a precedence. My friends told me once that even though they sometimes buy a luxury sing on its quality. but they feel high quality composite when they show it to her friends. To set in other word. people largely want to demo off their branded merchandise to corroborate their societal credence or individuality between their friends. no affair what is the ground that makes them a branded merchandise.
Last but non least. trade name is used to be a name. term. design. or symbol merely. but people start utilizing it as a tool for demoing off and corroborating their economic position. Actually. branding can assist concerns to ease their merchandises. Having a well-known and respected company with a trade name name is highly of import for both providers and market consumers. Most people are more likely to conform to their equals when they are unsure about their societal individuality and when they are in the presence of person. they perceive to hold higher position than they do. Therefore. they will purchase more expensive and luxury points to demo off their economic position. purchase ability and to conform to their societal perceptual experience. In add-on. company’s selling program is truly affectional on consumers’ decision-making procedure as good. If most companies create inducements and different activities that are like the Abercrombie and Fitch gap in Hong Kong which is focused on people’s demands. They will lure adolescents or grownup to purchase their merchandises instantly. Furthermore. some trade name names can be equated to high quality merchandises that last longer and are worth the higher monetary value. but there are non many people who pay more attending to the quality than to its ocular perceptual experience.
Plants cited
Burke. Edmund. Assorted Hagiographas. E. J. Payne. erectile dysfunction. 1990. Library of Economics and Liberty. 20 November 2012. & lt ; hypertext transfer protocol: //www. econlib. org/library/LFBooks/Burke/brkSWv4c4. hypertext markup language & gt ; . Souidena. Nizar. Bouthaina M. Saad. and Frank Pons. A Cross-cultural Analysis of Consumers’ Conspicuous Consumption of Branded Fashion Accessories. Vol. 23. N. p. : n. p. . 2011. N. pag. Print. F. Oppenheimer. Pamela: a instance survey in position symbols. Vol. 40. N. p. : n. p. . 1945. 187-94. 2 vols. Print.
