Free Management Dissertations - From A Company’s Perspective, Employees Who Are ‘living The Brand’ Will
From a company’s perspective, employees who are ‘living the brand’ will believe in what it stands for and this in turn will be reflected to their customers (refC).
Often the ‘brand’ is confused with the more tangible aspects of a product or service, such as logos and trademarks. The Institute for the Study of Business Markets (ISBM) define a brand as A relationship with a market, based on cumulative customer experiences, tied to trademarks and other identifying elements, which has an economic impact for a firm. Often the entire value of the product or service (offering) is tied to the perceptual experience of the brand, rather than the product or service itself (ref 11).
The brand is conveyed on the offering itself, not just through the front line employees, who have direct contact with the customer, but everyone within the organisation that may come into touch with existing or potential customers, as well as the potential employee (ref A).Thus the critical role of employees is in building and sustaining the brand. Most of what companies communicate are not the controlled communications of advertising and packaging, but the uncontrolled communications resulting from how their staff behave, figure ? (showing whole Brand) (ref B).
Many marketing companies use the concept of perceptual mapping in order to measure the degree of perception and attitudes towards the company’s products and services.
Perceptual mapping aims to find out how the customers see the product and how they want the product to be; in other words perceptual mapping measures the gap between the actual product and desired products
For example, consumers accompany Volvo with safety.
There are two types of widely used perceptual mapping methods:
Multidimensional scaling: multidimensional scaling depends on comparing the similarities and dissimilarities between a set of similar objects based on different dimensions or attributes of the products such as Tesco’s stores or different types of yogurt in the market, the aim of the comparison is to group the researched objects into different clusters by identifying specific distances between the objects.
Multiple discriminant analysis or Discriminant Factor Analysis: this way is widely used by market researchers in order to compare and contrast different products based on multi-attribute image rating, this method is very useful in investigating differences among groups, discard variables that are little related to group distinctions and test theory by observing whether cases are classified as predicted, discriminant analysis is categorical, it is very similar to ANOVA(analysis of variance) and regression analysis, .
This is general information, I did not use a specific reference for it.
//// above is intended as a general introduction to subject. I would like the researcher to briefly expand on the concept of the perceptual map used in marketing. Approx.
Dissertations - Free Management Dissertations
