Companies adapt their brands to meet local and regional culture because of the understanding that, branding act as a means of linking items that are part of product line and emphasizes the individuality of product items. This emphasis can only be achieved in instances where products items fit into the local or regional culture of the target market. The paper will seek to explain the thought of Fournier in regards to consumer relation with brands. In addition to the above, the paper will emphasize on Fast food Restaurant and brand of chewing gum based on consumers choices.
A brand is the identity of certain goods and services. Fournier (1998) has argued that “consumer-brand relationships cover a wide spectrum encompassing flings courtships ‘best friendships arranged marriages and enmities among others.” In addition to the above, there is evidence that support the suggestion that consumers do interact with brands in a manner that it appears appropriate for relationship between other people. In analysis of chewing gun and fast food restaurant, it is vividly seen that the relationship that their consumers possess in regards to the services provided.
I believe from my analysis that customers have relation with these two brands (chewing gun and fast food restaurant). This is due to the fact that the frequency in which the products from the Fast food Restaurant and chewing gum are being sold has implemented customers’ orientation and long-range customer and societal welfare. The maintenance of sustained value added attributes to be derived from a consumer brand and determine brand attachment or detachment is in essence the key to consumer relation with these brands. According to Reda, (1999), brands are a direct consequence of the strategy of market segmentation and product differentiation. This point has been buttressed by Fournier (1998) who have pointed out that branding act as a means of linking items within a product line or emphasising the individuality of product items.
This in essence has given rise to competitiveness in the market of chewing gum than in Fast food Restaurant. Marketing has been a crucial concept of philosophy that has draws its origins from the understanding of the market situations from the customer point of view in Fast food Restaurant. In the concept of marketing, Fast food Restaurant has made it an important assignment to find out gaps existing within the market in efforts to fulfilling customer needs and taking efforts in providing products to satisfy those needs. The multi-attribute model process of doing so in Fast food Restaurant and Chewing Gum Company involves a number of steps that determine the effectiveness of such a process. These include situation analysis, Marketing strategy, marketing mix decisions, implementation, control, and segmentation.
An understanding of the consumer consumers’ relation with brands best captures these needs and desires. The concept of cultural identity that has been widely exploited by Fast food restaurant and Chewing Gum brands in their marketing of products efforts has translated into a bundle of benefits in its brand management and promotion. According to Deighton (1996), “more accurate conception of cultural identity, business education, and training would improve.” This would effectively enhance the intercultural communication of people’s from diverse backgrounds. It is on this premise that the brands have exploited approaches to intercultural business communication in its market segmentation. An analysis of cultural identity components that have been used by these brands in the development and marketing of its products to customers include vocation, class, geography, philosophy, language or biological traits with cultural aspects.
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