engleski

What a Brand Means to a Consumer?

Scientific research on branding studies different concepts including: awareness, attributes, benefits, images, thoughts, feelings, attitudes and experiences. However, these concepts are still not unambiguously defined and related to one another. Moreover, contradicting opinions exist on which of these most contribute to consumer paying price premiums for branded products. This research offers an explorative approach to investigating what brands really mean to consumers. A series of in-depth interviews has been conducted on the meaning of Coca-cola. The most frequently mentioned associations were listed and analysed in terms of which brand concept they represent. The results show that associations belong to the most various types of responses. Managers are advised to invest time and money into creating as many associations, stories and meanings with the brand, so that consumers would be able to make as many connections to the brand as possible and so strengthen brand equity.

brand; brand meaning; Coca-cola; consumer

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