BRAND EXTENSION PLAN

Brand Extension Plan



Brand Extension Plan

Introduction

Learning how to build customer value, satisfaction and loyalty

Apple Com will start from the idea that customer always looks for the supply of marketing that offers more value. Customer compares the actual value of Apple Com while purchasing it with the expected value they perceive they will obtain after purchasing. The value derived from Apple Com is on the basis of attributes that determine the degree of satisfaction that customers obtain after using it. This satisfaction will determine the level of satisfaction and hence will determine the loyalty of customers towards Apple Inc.

Value for customers is simply the set of all the benefits that Apple will provide. This value is satisfaction customers derive or perceive from specific product which fully satisfies a consumer.

The satisfaction level is not only based on the features of Apple (or any other product) - after sales services and support is another important factor. All these attributes such as pre-sales, sales and post-sales services all accumulate in determining the customer value, satisfaction and loyalty (Dhir, 2004).

Understanding consumer behavior and buying process related to building customer value

Identifying the stage of the buying process of potential customers lie is important without which leads to flying blindfolds. Consumer buying behavior is a complex mix of emotional reasons for buying and psychological and social imprints. But there is a set pattern to the buying process - whether the purchase is something simple. The better consumer buying behavior is defined, the more effectively it is leveraged. This reflects the marketing in all stages of the buying process. Examining consumer buying behavior is derived after breaking down the buying process.

The consumer buying behavior differ and is based on their psychological needs, emotional needs, styles, taste in terms of fashion, clothes, holding mobile and cellular technologies especially, and other realted facts. The psychological needs of concumers is based on the what he/she values as the most essential or important element. If he/she is has a major priority over other elements such as purchasing a car, or purchasing a ticket for a Oprah's or Neil Johnson concert. If he/she has fulfilled all these psychological needs and is in the needs of fulfilling other attributes that fulfils and satisfies the need. Emotional needs would be needs that will make an impact on certain emotions. Styles and tastes are the attributes on which an individual is personalized at. These behaviors certainly are very important and certainly eagerly view reports publications by marketers through other research agencies. The behavior of every human being is influenced by the stimuli it receives from its environment. But the interpretation of these stimuli is determined by personal characteristics of the individual and their psychological structure. The personality is defined as the set of internal psychological characteristics that determine and reflect how a person responds to its environment. There have been numerous studies to see the relationship between consumer behavior and personality, but has not reached a unanimous ...