Abstract: The competition for sportswear market isrelatively high at the present. Most of the companies in sportswear and apparelindustry have started to implement new marketing strategies to attract newcustomers while retaining the existing customers. Brand image acts a major rolewhen attracting new customers by influencing their perceptions and buyingbehaviour.
In this study the possibility of the brand image to influence thebuying decision of the consumers will be investigated. The personality,self-esteem and many other factors affect the buying decision and it isdifficult to decide what will affect for a particular product or companywithout having a proper research or investigation. Therefore this study is canbe considered as an important research to be carried out so that the relevantfactors affecting buying decisions of sportswear companies will be identifiedin the researchBrandimage is considered one of the main marketing tools to most of businessorganizations. Because of the brandimage is a medium through which people associate with businesses. Also thebrand image provides a business an identity to sustain in the industry.
Therefore this research will be very useful to organizations especiallysportswear organizations such as Nike and Adidas to understand the importanceof brand identity to influence the consumer decisions. Further in this researchsome strategies will be suggested under the recommendation which can be used toimprove the brand image so that it will influence the consumer buyingbehaviour. Therefore this research will be very important to understand theeffectiveness of current branding strategy and new strategies to improve brandimage. Also this research will be helpful to understand how businessorganisations maintain their brand image and the impacts of brand image onconsumer decisions. And also this research objectives are:· To identify and evaluate factors influencing brand loyalty insportswear company· To identify and evaluate relationship between price and brand loyalty · To identify and evaluate relationship between product quality and brandloyalty · To identify and evaluate relationship between brand image and brandquality · To identify and evaluate relationship between promotion and brandloyalty · To identify and evaluate relationship between service quality and brandloyalty · To identify and evaluate relationship between store environment andbrand loyalty Chapter 1Brand:Brand is important for anycompany and establishing and maintaining the proper position in the minds ofcustomers is one of the important goals of markers.
Customers buy brand notgoods, in other words, brand is something that customer buys and goods issomething that is produced in the factory. Goods can be imitated by rivals butbrand is unique. Brand awareness:Brand awareness means theability of a consumer can recognize and recall a brand in different situations.
Brand awareness consists of brand recall andbrand recognition. Brand recall means when consumers see a product category,they can recall a brand name exactly, and brand recognition means consumers hasability to identify a brand when there is a brand cue. That is, consumers can tell a brandcorrectly if they ever saw or heard it.
Brand awareness can be distinguishedfrom depth and width. Depth means how to make consumers to recall or identifybrand easily, and width expresses infers when consumers purchase a product, a brandname will come to their minds at once. If a product owns brand depth and brandwidth at the same time, consumers will think of a specific brand when they wantto buy a product. That is, the product has higher brand awareness.
Moreover,brand name is the most important element in brand awareness. Brand awareness will affect purchase decision through brand association,and when a product owns a positive brand image, it will help in marketingactivities The Journal of International Management Studies, Volume 4, Number 1,February, 2009Brand LoyaltyBrand loyalty is the tendencyof consumers to continuously purchase one brand’s products over another.Consumer behavior patterns demonstrate that consumers will continue to buyproducts from a company that has fostered a trusting relationship. Loyalty isextremely beneficial to businesses as it leads to repeat purchases byconsumers, higher revenues, and customer referrals .brand loyalty is a functionof attitude as well as behavior. A customer’s preference to purchase aparticular brand within available alternative product category is definedas brand loyalty. It occurs when customers understand thatat the right price the brand proposes the right level of qualityor image, product features.
This idea is the fundamental of new purchasinghabits. Primarily, a trial product of the brand will be purchased bycustomers after that when the purchase is satisfactory to the customer, theyform habits to repurchase that brand continuously as the product seemssafe and familiar Brand loyalty importance: Having a loyal customer basecan help a business push past its competitors and give it the competitiveadvantage it needs to succeed in the marketplace .Companies with strong brandloyalty will see its customers repeatedly buy its products or services,regardless of changes in price or convenience.
Frequent purchasers of onecompany’s product are less likely to be swayed by the marketing messages ofcompetitors, thus increasing the chances that those customers will continue toconduct business with the that company .In addition to having higher sales thanthose without brand loyalty, companies that have successfully established aloyal following can enjoy a growing customer base as well. Loyal customers havethe potential to turn into open advocates and brand ambassadors for a company.Satisfaction with a business will drive them to spread brand awareness andrefer new customers, effectively providing a company with costless advertising.A great method for nurturing brand loyalty is having a rewards program. Manycompanies entice customers to make a purchase by offering points or a similarobject to be redeemed for prizes and awards. Brand loyalty in sportswearSome customers will get moreloyal to any specific brand. Even if the products of various brands are same,they will also continue choosing products from a certain brand.
Thesehappenings are more common in case of sportswear industry. If two sportswearstores serve the same sportswear, people will get more loyal to any of thebrands due to the connection made between them and the brand. On the otherhand, factors leading towards durability as well as stability of therelationship between consumers and the brand/s over time period. Investigating thesix factors lead towards maintaining a strong brand relationship. The sixfactors are:1. Self-connection2. Passion and love3. Commitment4.
Interdependence5. Brand partner quality 6. Intimacy Brand building:Building a strong brand isthe goal of many organizations.
Building a strong brand with significant equityis seen as providing a host of possible benefits to a firm, including greatercustomer loyalty and less vulnerability to competitive marketing actions andmarketing crises, larger margins as well as more favorable customer response toprice increases and decreases, grater trade or intermediary cooperation andsupport, increased marketing communication effectiveness, and licensing andbrand-extension opportunities. Workingpaper, report no 01-107,2001 writer: kevin lane keller The four steps of brandbuilding:Building a strong brand,according to the customer-based brand equity model, can be thought of in termsof a sequence of steps, in which each step is contingent upon the successfulcompletion of the previous step. All steps involve accomplishing certainobjectives with customers,1. To ensure identification of the brand with the customer and associationof the brand in customers’ minds with specific product class or customer need 2. To firmly establish the brand meaning in the minds of the customers bystrategically linking a host of tangible and intangible brand associations 3.
To elicit the proper customer responses to this brand identity andbrand meaning 4. To convert brand response to create an intense, active loyaltyrelationship between customer and the brand. These four steps represent aset of fundamental questions that customers invariably ask about brands,implicitly if not explicitly:Who are you? (Brand identity)What are you? (Brand meaning)What do I think or feel aboutyou? (Brand response)What kind of association andhow much of connections would I like to have with you? (Brand relationships) There is an obvious sequence inthis “branding ladder,” that is, meaning cannot be established unless identityhas been created; responses cannot occur unless the right meaning has beendeveloped; and a relationship cannot be forged unless the proper response havebeen elicited.Workingpaper, report no 01-107,2001 writer: kevin lane keller Brand-building blocks:Enacting the four steps tocreate the right brand identity, brand meaning, brand responses, and brandrelationships is complicated and difficult process.to provide some structure,its useful to think of six “brand building blocks” to accomplish the four stepsnecessary to create strongbrand.to connote the sequencing involved, thesebuilding blocks can be assembled as a brand pyramid. Creating significant brandequity involves reaching the pinnacle of the pyramid and will only occur if theright brand building -blocks are in place. The corresponding brand stepsrepresent different levels of the pyramid as illustrated in figure 1.
Figure 2examines each of the building blocks in detail. ? Figure1.customer- based brand equity pyramid Figure 1? Figure 2.subdimentions of brand building blocks BENEFITS OF BRANDING FOR companies:Researchersagree that branding provides a variety of important benefits to the industry 1. a clear brand identity helpsmarketers successfully differentiate their offerings from their competitors2. successful branding helps firmsreduce advertising costs by increasing awareness of the brand name3. branding helps a firm to become aleader among the competitors in the same product categoryAsa consequence, a desirable brand identity not only helps increase the profitmargin resulting from consumers ‘willingness to pay a premium for products, itmay lead to profitable brand extensions into the same or different market. Finally,certain characteristics of branding help firms safeguard their product featuresthrough legal protection from counterfeiting http://lib.
dr.iastate.edu/cgi/viewcontent.cgi?article=2951=etd BENEFITS OF BRANDING FOR CONSUMERS Brandingprovides consumers with three major benefits:1. risk reduction2. information efficiency3.
self-expression (Aaker, 2007; Keller, 2003, 2008; Riesenbeck& Perrey, 2007). Keller(2008) argued that branding helps consumers decrease the chance of choosinga product that may not perform well ormeet their expectations. Thus, risk reduction is accomplished by providingassurance of consistent quality.
Riesenbeck and Perrey (2007) suggested thatbranding may help consumers recognize and become aware of offerings in aspecific product category, which helps them efficiently categorize vast amountsof information available about the product. Finally, branding involves creatingcognitive structures that help consumers organize knowledge and experienceregarding different products, which mayhelp consumers transfer characteristics of the brand onto themselves(Riesenbeck & Perrey, 2007). This process, in turn, could affect consumers’perception of a brand as a reflection oftheir personality, character, social status, and lifestyle (Aaker, 2007).Brand identity Brand salience. Achieving the right brandidentity involves creating brandsalience, brand salience relates toaspects of customer awareness of the brand.
How easily and often is thebrand evoked under various situations or circumstances ? To what extent is the brand top-of-mind andeasily recalled recognized? What types of cues or reminders are necessary ? Howpervasive awareness ? Formally, brand awareness refers to customer’s ability to recall and recognizea brand. Brand awareness is more than just the fact that customers know a brandname and the fact that they have previously seen it, perhaps even many timesbrand awareness also involves linking the brand – brand name, logo , symbol,and so forth to certain associations inmemory . In particular, building brand awareness involves making sure thatcustomers understand the product or service category in which the brand competes. There must beclear links to other product or services sold under the brand name. At abroader, more abstract level, however, building brand awareness also meansensuring that customers know which of there needs the brand is designed tosatisfy through this products.
In other words, what basic functions does thebrand provide for customers ? Salience forms the foundational building block in developing brand equity andprovides three important functions. First salience influences the formation andstrength of brand associations that make up the brand image and gives the brandmeaning. Second, creating a high level of brand salience in terms of categoryidentification and needs satisfied is of crucial importance during possiblepurchase or consumption opportunities. Brand salience influences the likelihoodthat brand will be a member of the consideration set, those handful of brandsthat receive serious consideration for purchase. Brand salience is alsoimportant during possible consumption settings in terms of maximizing potentialusage. Third when customers have “low involvement” with a product category,they may make choices based on brand salience alone . Low involvement occurswhen customers lack either: (1) purchase motivation (e.
g., when customers donot care about the product or service or (2) purchseability (e.g., when customer do not know anything else about the brands in acategory or lack the expertise to judge quality even if they do know somethinds).
Key criteria for brand identity Brand awareness can be distinguished in terms of twokey dimensions depth and breadth . Depth of brand awareness refers to howeasily customers can recall or recognize the brand . Breadth of brand awarenessrefers to the range of purchase and consumption situations in which the brandcomes to mind.
A highly salient brand is one that possesses both depth andbreadth of brand awareness , so that customers always make sufficient purchasesas well as always think of the brand ina variety of settings in which the brand could be employed or consumed . Thus, in terms of creating brand salience, in many cases it is not only thedepth of brand awareness that matter, but also the breadth of brand awarenessand the proper linkage of the brand to various categories and cues in the mindsof customers. In other words, it is important that the brand not only be”top-of-mind” and have sufficient “mind share,” but it must also do so at theright times and right places breadth is an often-neglected consideration, evenfor brands that are category leaders with many brands, the key question is notwhether customers can recall the brand, but rather, where do they think of thebrand, when do they think of the brand, and how easily and often do they thinkof the brand? In particular , many brands and products are ignored or forgottenin possible usage situations. Increasing the salience of the brand in thosesettings can be effected means to drive consumption and increase sales volume.For example, a potentially effective strategy for market leader campbell’soverlooked consumption opportunities.
1. Introduction 1 2. Problem statement 1 3. Research Objective 2 4. Literature Review 2 4-1 Brand 2 4-2 Brand awareness 2 4-3 Brand Loyalty 3,4,5 5 Brand building 5 5-1 The four steps of brand building: 5 5-2 Brand-building blocks 6 6 BENEFITS OF BRANDING FOR COMPANIES 8 7 BENEFITS OF BRANDING FOR CONSUMERS 8 8 Brand identity 8,9 9 Key criteria for brand identity 10 Figures Figure1.customer- based brand equity pyramid 7 Figure 2.subdimentions of brand building blocks 7 References File:///C:/Users/Pc-1/Downloads/Customer_Basedbrand_Equity_Model.pdfHttp://www.academia.edu/11860599/THE_IMPACT_OF_BRAND_AWARENESS_ON_CUSTOMER_LOYALTY_A_CASE_STUDY_OF_SINAPI_ABA_SAVINGS_AND_LOANS_LTDHttp://www.academia.edu/7639671/Impact_of_brand_loyalty_on_sportswear_customers_a_case_study_of_Adidas Https://s3.amazonaws.com/academia.edu.documents/34707438/17_Ya_Ting_Yang.pdf?Awsaccesskeyid=AKIAIWOWYYGZ2Y53UL3A&Expires=1511384399&Signature=uitzoricfdsckq7anm7vqvhq51c%3D&response-content-disposition=inline%3B%20filename%3D17_Ya_Ting_Yang.pdf Https://trackmaven.com/marketing-dictionary/brand-loyalty/ http://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=2951&context=etd