Exploration of the Dynamics of Brand and Identity: A Case Study of Grace Fm

By

[Name of Instructor]

CONTENTS

CHAPTER 2 LITERATURE REVIEW3

2.1Brands3

2.11The historical concept of brands3

2.12Contemporary definition of brands4

2.2Branding and Marketing Communications5

2.3Brand Loyalty8

2.4Social Identity10

2.41Brand Identity11

2.5Branding in Media13

2.6Summary13

REFERENCES14



CHAPTER 2 LITERATURE REVIEW

This prime objective of this chapter is to present the analysis of various secondary resources in order to gain a holistic view of various prior researches on the similar issue. The chapter utilizes various books, articles and journals for extracting secondary information.

Therefore, the chapter will help in identifying the concepts and perspectives of brands and branding, and market communications. In addition the chapter will also explore the concept of social identity and brand identity and their impact on consumer perceptions. In the last section, the chapter will focus upon the concept of branding in media, particularly in radio media.

Brands

This section will be considered as the foundation of literature review for this study as the purpose of this section is to explore the traditional and contemporary concept of brands.

The historical concept of brands

The concept of branding is not a new concept. Since earliest times, the producers are using the concept of branding to recognize their products in the market. According to Van den Heever (2000, pp. 9), the term 'brand' originated from a German word 'brandr', which means to burn. From the beginning, the word branding has been connected with the concept of declaring ownership of property that despite being significantly complex since hundred years, the idea of ownership is still attached to the word branding. The consumers always had preferences for a certain type of product or service and on the basis of their preferences, the consumers started being loyal to the merchants having satisfactory products. Van den Heever (2000, pp. 10) further explained that there are various factors that impact the acceptance or rejection of the brand by the consumers such as, emotional benefits, perceived quality and price of the brand. However, brands in today's global world are much more than just useful ways to differentiate one product or service from the other. Likewise, Keller (2003, pp. 2) asserts that the companies have now clearly realized the importance of brand, associated with their product or services, as a most valuable asset. Brands possess significant monetary value in their own right and are considered among the best marketing tools for an organisation. There are various benefits associated with brands such as, functional benefits, emotional benefits and self-expressive benefits. Therefore, the next section explores the various terms associated with brands.

Contemporary definition of brands

Kotler and Keller (2006, pp. 274) recognized the definition of brands by the American Marketing Association (AMA) as a “name, term, sign, symbol, design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”. Thus a brand may be defined as a product or service having dimensions that distinguish this product or service from other products or services belonging to the same ...