Term Paper on "Consumer Behavior Consumer Behaviour"

Term Paper 3 pages (1433 words) Sources: 1+

[EXCERPT] . . . .

Consumer Behavior

Consumer Behaviour

The intent of this analysis is to compare three dominant globally-recognized brands and specifically ascertain the brand names' performance on influencing consumers. In assessing the performance of specific globally recognized brands, relying on a framework to organize the analysis, and for purposes of this paper, the ten attributes as defined by Keller (2000) will be used. These ten attributes include the brand excelling at delivering the benefits consumers truly desire and expect, the branding stays relevant over time, pricing strategies are based on consumers' perceptions of value, the brand is properly positioned both within the market and within the product line, and the brand is consistent. In addition, Keller (2000) points out that the brand portfolio and hierarchy makes sense, the brand makes use of and coordinates a full repertoire of marketing activities sychronised to build brand equity, and evidence of brand managers' understanding of what the brand means to consumers and that the company monitors the sources of brand equity effectively. This specific framework is useful for evaluating how brand names are both supported by and also influence the execution of branding strategies by companies across their many product lines as well.

The three brands analyzed are Disney, specifically their entrance into Europe with EuroDisney, Nike and the development of their global brand, and the rapid ascension of Starbucks' as a global brand are discussed in this paper. Each of the brand development and brand equity strategies for each of these companies is slightly different, yet all share a common theme: the development of consistent and lasting value to consumers and a highly unique market position.

Disney and their expansion into Europe with the EuroDisney concept challenged one of the core elements of the framework Keller (2000) provides, which is the support of a brand as it seeks relevancy and permanency with consumers. For Disney, EuroDisney was strategically speaking like holding a mirror up to the parent company, seeing a reflection of how ethnocentric the company had become (Forman 1998). Disney, in this ethnocentric approach to initially planning EuroDisney and the propagation of their brand throughout Europe, also attempted to export their culture as well with little success (Van Maanen, J. 1991).

For Nike and their branding efforts, like Disney, were also aimed at penetrating the European market. Relying on traditional forms of media and advertising were having little effect on the brands' perceived value and ability to increase sales (Keeping Nike on the right track. 2005). What Nike initially learned from their attempts to penetrate the European market was that purely relying on advertising vehicles and strategies was not enough; the company would need to augment and significantly change its distribution channels as well. The perception of a lack of value of Nike shoes in Europe was being driven by the channel partners the company was working with in specific countries; it was not entirely driven by products. Further research showed that Nikes' shoes were actually perceived as superior yet the brand was being turned into a mediocre one due to sub-standard distribution partners.

For Starbuck's the role of the coffee shop as a social networking location vs. simply storefront selling caffeinated beverages was the turning point of the brand globally. McKinsey & Company (2007) makes this point in the context of the research completed in one of the branding surveys and studies cited below. Starbucks' approach to caring for its employees by offering even part-time workers health care in addition to its support of many philanthropic causes has made the brand preferred by many consumers due to the company's stance on environmental and human rights issues.

Examples of the Effects of Brand Names

For Disney, their brand is considered one of the most prominent globally due to the multichannel marketing and integrated marketing communications programs the company executes with precision unlike any other entertainment conglomerate. Disney's branding strategies have led consumers to associate the brand with family values, delighting children while providing wholesome entertainment and a level of trust with regard to entertainment content no other entertainment company enjoys with families globally. The company also struggles with its characters at times being too American-centric, as the EuroDisney launch effort highlighted (Saseen 1993). The use of these strategies has also created a high level of performance in retail channels as… READ MORE

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