Discuss about the Impact of Self Concept on Brand Management.
Shopping products in basket
In this 21st century, brand management is one of the significant ways to choose right products for every customer. Through the brand management, a good relationship will evolve between consumer and brand. Most of the tangible products are mostly associated with the customer (Kapferer 2012). The chosen products in the basket are trimmer belongs to Phillips, Yardley London body spray, a soft drinks branded as Coke, and Kellogg’s cornflakes. Now, these products are brought to the market. As per the perspective of the consumer, these are the possible brands loved by the consumer and these products also showcase consumer’s behavior, psychology, and approach in self-concept.
Brands related to different self-concept
Self-concept is a social behavioral interpretation of own choice and the dialect are mostly considered as I and Me. It considered own interpretation and choice to select those items. This is a product of reflecting activity and that provide physical, social and spiritual convection of support any product with own means. In case of relating these products, a better understanding of self-concept is also important (Rosenbaum-Elliott, Percy and Pervan 2015). This is a term that used for both humanistic and social psychology. The most basic part of self-concept is the existential self and that awareness was born at the time of childhood. A similar reaction is expected in this situation, their choice and thinking capability are not persisted in such time. The next experience is the categorical self and that identifies the feeling of the object and they have affection with some color, height, toys, innovation and favorite things (Hattie 2014). The understanding of own material and made and making an internal psychological trait is the most significant matter of this comparative evaluation. In this section, three different components are highlighted like self –image, self-esteem, and ideal-self.
The main identification of these components is the view of yourself, value delivers at the place of yourself, wish to be like and all these subconscious thinking does not directly penetrate the reality but makes an identification or imagination to look good at in own mind (Annie Jin 2012). The perception of brand choosing at the first time is quite related to the assumption of the product to be good and after the use and knowledge about the products, believe over the product raises and that will make an existing customer for them. Chosen products somehow deliver the mindset of the consumer and discovered self-imagined factors to understand the value that the consumer put in place.
In this case, products like trimmer are used for different beard shapes. The consumer has a modernized view and through the view, the consumer can assume their beard style that can be possible with the trimmer. The need also identified the ideal-self of the person as the consumer of the product wants to make an ideal image every time the person wants. This is the concern thinking according to self-concept (Santos-Vijande et al. 2013). Another product Yardley London body spray is a kind of fashion statement and the product price is also moderate, so the person considers self-worth and put a value on this product. Understanding of monetary limitation and choose product within the speculated range is a kind of implementation that provided by the consumer to consume such good products at this range (Oyserman, Elmore and Smith 2012). The next product describes the social role of psychology as the content description, in that case, is important. For this content deception and advertisement, the statement is the correct way grab people. The process is existential statement process as most of the cold drinks are taste similar and all of these are doing the same work as well. As per the availability and affordability, this is the right soft drink to take. The last product again penetrates the ideal-self approach as the content is used for fit and fine healthcare causes. Kellogg’s cornflakes influence people as well to intake them and stay fit in any situation. It has lots of carbohydrates, fiber, minerals, and energy that help in doing work. This is less time consuming also most of the cases in hurry consumer can take that only. It can take with milk and this is another specification and aspiration to stay fine and fulfill the ideal-self process.
Benefits of purchasing those brands
The benefits of purchasing are extensive as all these products are highlighting enough reason to access. At first, the trimmer is mostly used by men and it certainly mitigates the expense of beard cut and set in the saloon. The consumer can make any style with a beard and it takes no additional charge for that. The machine also helps in rush hours and last moment makeups. The trimmer also protects chicks to cut down, it has a safeguard that protects chicks while cutting beard. Next product is the body spray of Yardley London and that product has delivered more than 250 sprays. The component like Ethyl alcohol and Tertiary Butyl alcohol engagement is the concern reason behind the smell and that manly fragrance is the reason behind the selection of that product.
The next product is Coke which is completely a brand attachment and influence of social media and print media. The taste of Coke is good and it can be available in all places so that may be a reason behind the selection of body spray. The fourth product is Kellogg’s cornflakes and this is a kind of healthy food intake by the consumer. The chosen food shows that consumer has effective attention over the health and that is the reason the person choose this kind of product. All the self-esteem process of being healthy and fit is the necessary reason to take benefits from it. There are lots of brands present in the market but the consumer has chosen the most innovative and popular brand in that case (Baumeister 2013). The product quality always matters in the case in case of food products. Comparing with other brands the ingredients and quality of the food is the main benefit of the food that needed by the consumer (Verschueren, Doumen and Buyse 2012).
Brand Person relationship
Brand person relationship is a marketing planning that company wants to make with consumers so that a large number of products can sell through this person. The relationship with the commodity is impactful relationship maintenance with the person. Some brands are suited people some are not. Those suits a person, used mostly by the person and through the process, a good inter-relation will grow in that case (Liu et al. 2012). In this century, products uses are not permanent, people try to use as much product as they want and then finally choose a product. In contemporary positions, the brand could be commercial, merchandise, service, or person. Brand management establishes brand integrity and dependable brands only can form a brand allegiance, spring back from conditional emergency, and can assist from price-sensitive consumers.
The way of making good customer is not to lose the customer without any reason, rather company wants that customer will stay back and grab their products (Jahn and Kunz 2012). Customer satisfaction and customer expectation are two most important terms related brand person relationship. The consumer can expect some products quality enrichment and quality of the product increases and innovation and variety of products quality will be delivered after that. On the other hand, customer satisfaction identifies the core values of marketing assumption that customer want from the company, and if these kinds of products are delivered by the company then a good brand person relationship will increase.
Self-concept theories and relation with brands
Product description and choosing manner of those products are highlighting the existential statement and making an analysis of three different components of self-concept. The use of ideal-self influence in trimmer and Kellogg’s are noticed in a high manner where the products are pointing towards the positive attitude to maintain the figure and social attitude (Tuškej, Golob and Podnar 2013). The confidence in product abilities and optimism about the products are the concern reason behind that and high self-esteem process choosing product analysis and self-confidence can be done. Some of the products become popular through advertisement. The reason behind the social roles identifies in Coke as most of the soft drinks are same but by picking up coke suggests identification of the product and successful implementation of a positive image of the company so that people are not being worried by using the soft drink companies.
In case of the humanistic psychology congruent method of ideal-self is the most important method of making the intimate relationship of product with consumers (Wallace, Buil and de Chernatony 2014). Through the congruent, the consumer can assume that actually looks after the use of those products. The ideal-self is reached in that section and the consumer has made a congruent statement where everything consumer wants to be, will present in such form. This difference becomes relatively indistinct, however, since the self-concept is a significant "source" of its individual development. The connection between the brands and managing those brands as per the psychological thought of the person has presented in this paper to understand the sense of marketing and brand management itself.
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