Marketing : Brand Image

Channel images do not really affect the brand images of the products they sell that much versus Channel images must be consistent with the brand image. 

Introduction

A marketing channel performs the work of moving goods from the producer to consumer. It overcomes the time, place and possession gaps that separate goods and services from those who need or want them. A manufacture selling a physical a product and services might require three channel a sales channel, a delivery channel and a service channel. All channel function have three things in common: they use up scarce resources, they can often be performed better through specialization, and they can be shifted among channel members. The objectives vary with product some products require direct marketing, some product can be sold by intermediate, and some product can be sold by company sales forces rather than intermediaries. The bigger the market segment the higher level of the channel are needed. Depending upon the product and brand the company may uses different types of channel. While using channel the company need to choose the suitable channel that is consistent to brand image of the company. A brand is a name, symbol, or other feature that distinguishes the company's goods or services in the marketplace. Consumers often rely upon brands to guide their purchase decisions. The positive feelings consumers accumulate about a particular brand are what makes the brand a valuable asset for the company that owns it. The consumer is not purchasing just the product/service but also the image associated with that product or service. Brand images should be positive, unique and instant. Positive brand image enhances the goodwill and brand value of an organization. Depending upon the product the channel and the channel image May or may not affect the brand image of the company. We will discuss more about it.

The channel images, such as a retail store can be critical and must be consistent with the image of the product. Channel marketing involves the selecting the suitable channel for distributing product and services in the market. The channel may be used in such a way that it creates more value to the product. The channel plays an important role for deciding the brand of the company. The product has to display in proper manner in the shop as well the channel they are using to sell the product affect the product value. The use of the channel are depend upon the product and their brand image. The relevance of a channel’s image and reputation as to how it impacts a product will depend on number of factors including the specific product being sold (including quantity and cost), the product’s target market (customer needs) and the product’s brand strength. Its matter on the brand positioning where the product is sold

Its take long time and hard working for establishing the brand image. The brand is that makes product different from other product. The basis of brand function lies in the relationship that develops between a consumer and the company selling the products or services under the brand name. A consumer who prefers a particular brand basically agrees to select that brand over others based primarily on his or her perception of the brand and its value. Depending upon the brand the buyer may even pay a higher price for the company's goods or services because of his commitment, or passive agreement, to buy the brand. The channel that they used must be consistent with reputation of the company. The producer cannot use any types of channel for selling and distributing the product. They have to analyze which channel is suitable for marketing. .most of the companies today have adopted the integrating multichannel marketing. They can use more than one channel. Higher the marketing channel higher the coverage of the market. More customer will buy the product through different channel and it will increase the awareness in the mind of the consumer that will increase the brand loyal. The higher the channel the price will be low and that will surf all the types of the consumer. Companies need to think through their channel architecture. They must determine which channel should be use which is more consistent with the brand image.

The channel image of a Toyota automobile dealership is an indispensable element of the Toyota value delivery network. Toyota Motor, among the world's largest automotive manufacturers by auto sales designs and manufactures a diverse product line-up that ranges from subcompacts to luxury and sports vehicles to SUVs, trucks, minivans, and buses .The manufacturer will want to selectively chose channel partners and ensure they can meet benchmark service levels to sustain brand image. The channel that they used directly affect the brand image. The brand of the Toyota Company is all around the world and they do research for selecting the channel. If a Toyota company establish their retailer everywhere and dealership’s facilities are unkempt and the sales staff is rude and inattentive, this will generate unfavorable image not only on the dealership, but on the Toyota brand. It will defiantly hamper the sale of the Toyota Company. The Toyota Company choose their marketing channel and distributer that perform in regular consistent maintaining the brand image of the company. The channel image must be consistent on brand equity

Some marketers feel that the image of the particular channel in which they sell their products does not matter—all that matters is that the right customers shop there and the product is displayed in the right way. The producer may use different channel for distributing the product. The main concern is selling the product and to increase the market segment. There are many consumers that have different perception about the product. They would rather shop, and there are indeed many consumers who spend several hours per week in shopping centers searching for what they want. Among these customers there are different kinds of consumers, and each of these has different characteristics. Some look for stuff that is cheaper and reliable without concerning about the brand. They just want to purchase the product that satisfies their need, they doesn’t care about the channel and shop where they buy. Finally it’s a product which make impact on the customer not their brand image. It is important to understand what interests a consumer most, and based on these interests, manufacturers need to work to develop their brands. If the consumer interest is the product with suitable prize then producer have to advertise their product in that way. They have to distribute all around by using any channel that increase the market share. The brand which is become famous and becomes use to with customer daily life, the channel image of that product doesn’t make impact on the customer mind about brand image. The product should be display in proper manner such that consumer will see and purchase those product.

Most of the chocolate brand and inexpensive product which becomes use to in our daily life and we become more familiar with those brand, about their quality and their performance then the image of channel doesn’t impact on the brand of the product. For example Wrigley’s® chewing gum is a well-established and respected brand which can virtually be sold in any retail setting, regardless of geographic location, without great attention to product placement and display, with a largely uniform suggested retail price and experience no degradation in their brand reputation based on channels utilized. The channel image doesn’t make impact on the sale of the product and people accept those brand easily.

Conclusion

Channel image can be a crucial component of the value delivery network, it is important for the successful, holistic marketer to look at other factors when developing a well-rounded channel marketing strategy and making channel selection decisions. There are number of channel that can be used to distribute the product. While designing the marketing channel system the marketer should analyze the objective of the channel and needs of the customer. The producer must evaluate the available channel to satisfy the customer need. the channel image makes an impact on the brand of the company so Successful channel marketing in part involves the manufacturer educating channel members about their products and services and creating a value delivery network by establishing deep channel marketing relationships that encourages and motivates the intermediaries to continue to sell the product or service. In order hand depending upon the nature of the product, they can use any type of channel to distribute the product. In this case the channel image does make impact on the brand of the company. The seller or shopkeeper have to place the product in that place such that a people can see. And due to the brand image on customer mind from past experience, they will know the quality and price of the product. So they become ready to buy from anywhere.

References

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