Companies must constantly improve the integrity and honesty of their Essay

Companies must constantly improve the integrity and honesty of their brands. Demographic trends have a huge effect on brand development and sustainability. Disc - Essay Example Therefore, investor’s and researchers are always concerned about the actual effects and results of marketing components including advertisement, sales promotions, and company emblems - upon the consumer’s perception and their consequence upon brand equity. In the last decade, a lot of research has been dedicated to conceptualizing and measuring customer-based brand equity. However, apart from putting forth various influencing factors, no integrative framework has so far been developed to account for the complex psychological processes underlying the formation of customer-based brand equity. In this context, this paper attempts to propose such a framework by drawing on the theory of the Elaboration Likelihood Model in order to study the effect of demographic trends on the sustainability of a brand in terms of its honesty and integrity. The modern day consumers’ decision making as far a choice of a brand remains widely unquestioned as far as practical observations and research go. As discussed through our five areas of research earlier, there are a variety of models to conceptualize and measure "brand equity" in order to explain how brand equity is generated in the consumer’s mind. These models consist of a thorough analysis of each factor that influences the decision making process as well as several synoptic approaches examining the influence of different variables on brand equity are available (Kotler, 1997 , p. 443). This promotes a deeper understanding of the elements of brand identity. Brand Identity is that element of customer perception and awareness which has its focus in the results of a certain kind of projection through the brand equity building measures. This calls for an integrative model which will combine the basic elements of the brand identity and brand equity concepts so as to create a platform for the effective discussion of the Elaboration Likelihood Model. While on one hand a brand may have visible, tangible,