Essay about The Footwear Market During the Early Centuries

Eisenberg provides a great example of a communication issue between two types of organizations and their potential buyers. Both organizations have unethical practices to some degree, but the questions asked of the reader are more directed at communication techniques used by each of these companies, and how aspects like globalization effect the legality of the issue. On one hand, there is the large organization who uses deceptive marketing tactics, and the other is a street vendor that sells fraudulent “knockoff” versions of name brands.

The brand image is the brand's total personality impression in the consumer’s mind (real and imaginary qualities and shortcomings). It is developed through advertising campaigns over time with a consistent theme. Talbot and his team conducted social media research and there objective was to: -

Before the emergence of this particular culture, the consumption of sneakers or shoes are basically for working purposes, walking or even for sport activities. Back in the days, the society only has to own one pair of sneaker which is merely to wear it until it worn out. This is because sneaker is one of the essential attire that each and every one of the society must own in order to use it every single day. Since the industrial revolution, sneakers were produced cheaply as it becoming a popular form of footwear. “Sneakers have always been a popular form of footwear since the industrial revolution when rubber was readily available and sneaker production was cheap and efficiently produced by the masses.” (Cunningham, 2008: 1).

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

The behavior in which a consumer keeps buying a product time and again instead of buying products from other competitive companies is called Brand Loyalty. Brand loyalty can often be termed as Customer Loyalty, Brand Commitment, Product Loyalty etc. Brand Loyalty is seen among consumers when they realize that the product is better than the other products that are available in the market. This affinity of a consumer towards a particular product is considered to be brand loyalty. Although, this consumer behavior is not limited to a simple repetition of a purchase, there is also a psychological reasoning behind the consumers’ affinity towards behavior.

Branding carries benefits for all parties involved in the exchange process and, in theory at least, makes it easier to buy and sell products. As illustrated in Figure 1, Brassington (2003) concluded that branding benefits from three factors: consumer, retailer, and manufacturer. Neumeier (2003) points out that brand is a gut feeling because customers are emotional, intuitive beings despite their best efforts to be rational. It is a person’s feeling because, in the end, the brand is defined by individuals, not by

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

Brands affect cultivation of consumer's concept of self. The consumers form relationship with brands that vary in content and level of organizing identity activities, durability, emotional quality and proportion of relationships. Consumers develop views of brands through non-marketing and marketing influences. Brands have a specific meaning in the life of consumers and the distribution strategies greatly influence the bond formed in between

Initially it was Levy (1959) who conceptualised the concept of brand image. He suggests that products have social and psychological attributes and, as such, consumers develop emotional connections with the brands. For Plummer (1985), the image process formation initiates through the gathering of intrinsic and extrinsic attributes, benefits and consequences that are associated with the brand. According to Faircloth et al (2001), the brand image is a holistic perspective built by all the associations made with the brand.

The basic assumption that ongoing interactions help consumers form deep attachment to brands, fails to address both the intrinsic and extrinsic factors impacting consumer choice and preference, and the multi-dimensional context in which consumers and humans operate. Today, brand meanings are no longer created unilaterally, under the sole control of a firms marketing efforts, rather, it is the active role of multiple stakeholders in conveying the essence of the brand (Berthon, Pitt and Campbell 2009).

The Indian footwear market is estimated to be over INR 10,000 crore in value terms and has grown at the rate of 810 percent over the last couple of years. Menʹs footwear accounts for almost half of the total market, with womenʹs shoes constituting 40 percent and kidsʹ footwear making up for the remainder. The market is substantially brand-driven, as is evident from the fact that branded footwear constitutes more than 42 percent of the total market size.

Brand designing is the one of the effective marketing strategies used by the companies to bring their products or services and consumers together (Clifton, 2009). It is not only the name or logo of the brand, but it implies the overall feeling or image that a consumer has while consuming the product of the brand. Brand designing is considered vital mostly when the companies try to market their products or services into a new market or an existing market (Keller, Parameswaran and Jacob, 2011). With a number of brands available at the market stores, it is necessary for the companies to differentiate their products from other competitors. Now-a-days, brand designing has become the most useful tool that the companies use for differentiating their products from other products of same category. According to Schmitt (2009), better perceptions about a brand results in more sales and good brand designing elevates the company’s total value which includes its products, people, positioning, advertising and culture. The main purpose of this research study is to investigate how brand designing influence purchasing decisions of the consumers. There are successful global brands like Apple Inc., Samsung, Microsoft, Coca-Cola, PepsiCo etc. The research paper emphasizes how renowned brands like these have managed to maintain their leading position in the global market and earn huge revenues despite of stiff competition through high branding strategy.

Detail “Commercial Brand is a most valuable, if intangible, asset for many companies (Lassar et al, 19995; Pappu et al. 2005). And brand relationship can be defined such as trust and commitment (MOragan and Hunt, 1994; Fournier, 1998; Gruen et al., 2000; Each et al., 2006). According to Douglas and Isherwood that commercial brands have meaning that goes further than its tangible assets, functional quality, and business brand value. This implication relied strongly in its capability to guide and correspond in cultural sense (Douglas & Isherwood, , 1978; Richins, 1994). Furthermore, there is one particular sector or division which has acknowledged awareness in the perspective of commercial brands that is ‘Advertising’; this means it using the combination form of process that suggestion reassign by bring those two together the consumer product and a emblem of culture collectively inside the

“In a sense, perhaps the most important sense, a brand is a promise. You know what you’re going to get with a well-branded product.” Geller explains. Even in footwear nowadays, when associating ourselves into particular social and cultural facets of life, we tend to gravitate to particular brands. In this report, I intend to comparitively analyze the two shoe brands; Vans and Havaianas. These two brands started up as classic, practical footwear, but have gradually grown into multi-million companies with great reputations in society. On account of this, I will be conducting research and comparing the two companies based on the model consumer behaviour.

Brand image becomes linked with a level of ability, quality, and satisfaction in the consumer's mind