Evolution of brands and brand associations - an overview

Abstract

Marketing research literature seems to suggest that values stay consistent over the lifetime of an individual. However, how these values are expressed, differs over time. In India, youth represent a generation for whom the biggest visible change has been in lifestyles. The old socialist mantra of "rice in every bowl" has been replaced with "a cell phone in every hand". The rising wave of prosperity has provided them with the advantages of technology as well as a wide spectrum of opportunities that no earlier generation had. From jeans to sneakers and cars to computers, manufacturers as well as advertisers are targeting the youth market. They assume that globalization and liberalization have created a generation of clones who worship at the nearest gym instead of the nearest temple, are in tune with the latest fads in diet, gadgets and fashion. Companies around the world have realized the importance of forging a genuine and enduring emotional connect between their brand and the core target audience, usually the youth. Companies also make it a point to integrate and communicate their brand experience at every possible customer contact point. Unless a company clearly articulates and communicates what its brand is about and what the brand should mean to the audience, it becomes very difficult to connect to youth in general. Managerial and academic interest in the behavior patterns of consumers acting on social and moral concerns that affect ordinary consumer decisions has increased. These value laden consumer decisions typically require (a) consideration of product or corporate dimensions beyond the traditional price, quality and brand image attributes and (b) the application of the consumer’s personal value system, which raises moral and social responsibility issues.