Re-Brand your activity

TROQUER.COM defines nowadays, different types and classifications of brands, for example one of the classifications can include brands as individual products, product ranges, services, organizations, person, individuals etc. But, also, another clas- sification can include brand types as museum brands, political brands, non- profit brands or destination brands etc. It is impossible to imagine any kind of product or company without a brand, though the service type of brands is more common for the topic of the thesis and later it will be used as only this particular brand type in the thesis.

A service is another form from other types of brands as companies move from manufacturing products to delivering complete solutions and intangible services. Service brands are differentiating by customers’ need to maintain a consistently high level of service delivery. There are different kinds of service brands:

• Classic service brands such as airlines, hotels, car rentals, and banks;

• Pure service providers such as member associations;

• Professional service brands such as advisors of all kinds of accountancy,

  management, consultancy;

• Agents such as travel agents and estate agents;

• Retail brands such as supermarkets, fashion stores, and restaurants.

  Identification and putting specific brands in order is rather a complex issue, because there are a lot of different brands and its classifications in modern society. Brands help people to make decisions or choices; choice among various financial institutions, political parties, leisure offers, and so on, and this variety of choice are increasing all the time.

Influence & behavior

Influence of factors on brand choice
There are different numbers of factors or reasons that influence consumer buy- ing decisions. Personal, psychological, demographic, and social concerns of the consumer aspects are rooted historically in the decision making concept. There are numerous factors to buy a certain brand in a given situation, e.g. consumer behavior, emotional brand associations or advertising and symbolic meaning of the brand.
Consumer behavior
To understand better a consumer’s choice of certain brand or product, it is nec- essary to define the concept of consumer behavior. According to web business dictionary it is a “process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants”.
Figure 1 shows the classical model of a consumer’s decision-making process through a sequence of psychological states and series of action before reaching a choice decision.
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