Individual Assignment of consumer research Essay

Individual Assignment of consumer research - Essay Example Marketing research, if not well done, can lead to huge loses in profits and loss of public trust on a particular product or company. Marketing researchers are constantly surveying people about their likes and dislikes, their voting intentions, their thoughts about advertisements, and consumer feelings towards brands. Advertising, as a means of awareness, is not equivalent to a measure of a brand’s strength, value or equity. The fundamental question that should be asked is; what can marketing communicators do to enhance the equity of their brands so as to affect the behavior of their present and prospective customers? Or how can marketing communicators justify their investments in advertising, sales promotion and other common elements and demonstrate financial stability? (Shimp, 2008). One of the ways in which marketing communications would represent corporate identity is its awareness. Brand awareness is an issue of whether a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked. Consumers have to be aware of the brand for it to represent the corporate identity. Achieving brand awareness is the initial challenge for new brands while maintaining high levels of brand awareness is the task faced by all established brands. The second dimension is the brand image portrayed in the adverts. Brand image represents the associations that are activated in the memory when people think a particular brand. The associations can be conceptualized in terms of brand strength, type, favorability and uniqueness. Although advertising of the brands is based on a variety of associations that consumers have developed over time, brands just like people can be thought of as having their unique personalities. Corporate communication is aimed at influencing people’s perception about the company. To perform this duty, the management is willing to report good news but reluctant to disclose bad