A Study on Brand Resonance of Mobile Phone Brands in Coimbatore District

Abstract

The construct of a brand relationship is quite complex. Numerous types of brand relationships can be identified and each of them is associated with different emotions and norms. Works on relationship marketing implies that developing relationship between consumers and their preferred brand is important. The presence of strong brand in the market is the source of various financial rewards to organization and due to this, creation of strong brand is a top priority for many organizations. Brand resonance is the term which focuses on the various stages of consumer brand relationship through which consumer is connected with brand. Our move toward a science of consumer -brand relationships presents many challenges, many doubts that something so idiosyncratic can be brought to the level of generalizability that science requires. Literature of branding verifies that the brand resonance does not depend on one thing only; it shows the impact of many brand related factors. Marketers must know the nature and mode of the consumer's relationship with their brand. This study presents a brief discussion on brand resonance with help of literature of branding. The current research attempts to find out how the Mobile phone manufacturers have been able to achieve brand resonance. More specifically the research investigates the application of the CBBE model of brand resonance, and relates the implications of each of the building blocks of the model in creating a strong brand. Several questions are addressed in the study. Few of them are: Can customers recognize and recall brands? Do they see some of the products superior to others? Do customers feel that the prices are high? What is customer's evaluation of the quality of the products? Are customers loyal to specific brands? Answers to several of the questions can critically appraise the branding initiatives of the mobile phone manufacturing players in the market of Tamilnadu, India.