In our short-attention-span culture, the value of brand has eroded. Demanding consumers, surrounded by choices, seem eager to drop an old standby for novelty or lower prices. With multimillion-dollar media campaigns and celebrity endorsements, you can turn a 'nobody' into a national brand identity overnight (Berry 2007 128). In a world in which attention spans are short and information runs amok, image and awareness definitely help, but if you want to build a strong brand, then you must start elsewhere.
In particular, keep the following principles in mind (Odin 2008 75). In this context, although some findings show that economic confidence indices are unable to directly predict consumption at the retail level, some put forward evidences that the predictive power of these indicators, contains useful data interpretation, in the brand building of the future in particular, persistent, remodeling and special products.
There is, despite the lack of adequate studies have found self-assurance in the event of consumer market in the direction of expansion of the macroeconomic projections aligned with frequently purchased good (FPG) and building brand loyalty associated with leverage (Oliver 2009 33). Although the behavior on the buyer's financial leverage is not expected to retail FPG loyalty, the UK's largest project bundling marketing, P&G clearly has recently reduced its profit in Turkey accused of financial emergencies.
Therefore, in the different business plans for the financial progress of the buyer behavior, it is based on the unanimous request of the maintenance in the future in the market place and long-term evolution of the business (Bitner 2009 57). In general, if the buyer thinks about a country's financial prospects, the buyer may not have resolved to change the buying habits and will expand again to buy the favourite brand that is full of hope.
However, if the buyer feels that the country's fiscal outlook is fine, she/he may deal with change, through in-store and retail store merchandise account of their loyalty to the brand ongoing efforts to encourage the option customs pessimistic. In other phrase, as retailers' in-store advertise, the results change a lot of pessimism or low confidence and the buyers purchase their design, which is usually conceived and the former had entered the store data outside of the buyer and the reason (advertising) continue in the store. (Cai 2010 200).
Since last few decades, the most important topic in the marketing literature is proved to be the topic of brand. Brand can be defined as the name that is distinguishable or/and any sign of symbol, for example a trademark, logo or package design, which is specifically made to separate the services and goods of one person or the group of persons from those of the competitors who will try to make identical products and services (Rook 2010 305). A brand can also be defined as the collection or gathering of consumer perception that are present in their mind.
It is a proposition of value that includes the particular advantages that are linked to the experience by using the brand and market position of the brand regarding the market and the competition. For instance, the Wal-Mart proposition of value says that "more for less" (Steenkamp 2008 78). This clearly explains the value that is important for customers and consumers, particularly for those who cannot afford expensive products. This Wal-Mart strategy also separates it from its competitors (Carbone 2010 8).
In terms of service marketing, a brand is usually taken in terms of a promise. A brand is the promise of the package of the characteristics that a person buys. The characteristics that are included in a brand might be based on reason or emotional, it might be invisible or concrete, it can also be real or imaginative (Stern 2009 59). It is an agreement or a promise that is done between the customers and the organisation that ensure that the customers will experience a package of advantages and benefits if the brand is used.
However, the product is a concrete and physical thins and the brand itself reflects a promise that is done for long experiences. It also reflects the hopes and anticipations that are often made up on its reputation. Wal-Mart's commitment to price is checked daily. Southwest Airlines made a fun and friendly atmosphere, commitment to the value of the Starbucks coffee cup commitments, and Marriott's commitment to consistency in service. The experimental remuneration linked with a brand and the artistic preparations of the remuneration are necessary to develop and implement a brand (Tellis 2008 134).
According to Schmitt and Simonson, marketing of aesthetic experience is the brand experience of raising funds feelings, as we see, feel, taste, smell, touch, colour, font, sound, etc. the concept of brand sends a strong message warning against the product standardization hotels, when it seems more so with the "me too" products and services (Tellis 2010 271). This reflects a growing recognition among strategic thinkers in the industry that instead of emphasizing only the number of high-quality service, greater emphasis should be placed on providing high-quality experience.
Proposed Methodology The methodologies that will be used in the study are threefold. They are divided into three parts. The help of case studies will be taken to analyse the literature of the research. Also, semi-structured interviews will be conducted to have a more pri?? cised result and analysis. The major help would be taken from the secondary research and data collection, i. e. the literature already proposed by other authors and writers in the past.