Brand Power: The Ability of Brands to Influence Consumer Behaviour

Harsya Bayu Prayustio and Ita Prihatining Wilujeng ()
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Harsya Bayu Prayustio: Universitas Negeri Malang
Ita Prihatining Wilujeng: Universitas Negeri Malang

A chapter in Proceedings of the 4th Business Innovation Sustainability and Technology International Conference (BISTIC 2024), 2024, pp 91-100 from Springer

Abstract: Abstract This article discusses the importance of understanding and measuring brand power in an increasingly competitive market landscape. Brand power encompasses meaningfulness, differentiation, and salience, which influence consumer behavior and engagement. A strong brand power can enhance customer loyalty, brand awareness, consumer engagement, and company revenue. Measuring brand power involves market research to understand customer perceptions and preferences, followed by data analysis to identify brand strengths and weaknesses. The use of brand power in business decision-making and marketing strategy is also explored, emphasizing pricing, marketing, and brand differentiation. Steps to enhance brand power include building a strong value proposition, differentiating from competitors, and creating a positive brand image. By strengthening brand power, a brand can achieve significant competitive advantage in the market.

Keywords: brand power; market competition; consumer behavior; customer loyalty; brand awareness; brand measurement; marketing strategy; brand differentiation; brand image (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-576-8_8

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DOI: 10.2991/978-94-6463-576-8_8

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