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76Promotion Planning And TechniquesBranding enables a company to influence consumers towards its products or services. A properly
promoted brand name through advertising and other forms of promotion attracts customers who will
try the product, and when they are satisfied with the product’s performance, will repeat purchases of
the brand anytime the need arises.
Through advertising and good promotion, a brand franchise may be developed that will assist the
manufacturer in competing effectively with other brands. Brand franchise allows the manufacturer to
operate in an environment of non-price and avoid price competition. Promotion will be difficult and
worthless if there are no brands, as customers will not be able to identify, recognize and repeat purchase
a product that has yielded satisfaction in the past. Brand names are very important if customers are to
develop preferences for a particular manufacturer’s product.
TYPES OF CUSTOMER’S BRAND PREFERENCE
Customers brand preferences vary from positive to negative as follows:
BRAND INSISTENCE: A customer wants only the brand and will not settle for a substitute.
BRAND LOYALTY: A customer has a strong attachment to the brand and will not settle for a substitute
if the brand is available.
BRAND PREFERENCE: A customer regards the brand favourably but will accept a substitute.
BRAND ACCEPTANCE: A customer will buy the brand but is just as likely to buy another brand.