Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
Looking to the case study chosen, the Holland and Barrett brand is the name and design identifies their quality products and service as distinct from those other sellers. Holland and Barrett store have natural and healthy appearance that provides easily to recognise them. H&B promise is to deliver healthy food and best value price. (Holland and barret.2012)
Branding; - branding is the process of creating name, image or logo for the product in consumers mind through advertising theme. In H&B branding gives the ability customer to recognise them through their business name, design and healthy products. The benefit of branding in H&B is customers are likely to remember their products and their strong images and their colourful colour of the store to recognise them. Other benefit of branding for H&B is it serves convenient container for reputation and good will. Loyalty when customers have experience with brand and customers are likely to buy their products again.
1.1.1. Definition; - “brand equity is the added value endowed on products and services. It may be reflected in the way consumer think, feel, and act with respect to the brand, as well as in the price, market share and profitability the brand commands.”(Kolter and Keller.2012, p265) according to the case study of Holland and Barrett, brand equity refers to high brand value, brand with high value equity means, H&B has the ability to create some sort of positive differential respond in the market place. This means H&B is easily recognisable when encountered in advertise and seen on billboard/sign. (Holland and Barrett.2013) Holland and Barrett is committed to provide high quality products made by them with exceptional value, which customers feel they are received valuable high quality products from well-known and trust brand. It could mean when someone ask for referral, H&B is the first to be recommended to others. (Holland and Barrett customer review.com, 2013)
1.1.2 Why brand equity and importance;-
Why brand equity matter, brand equity increases and builds customers loyalty and it’s important for maintain and increasing profit in long run. It is also key element in products and services in the market today for adding value to both companies as well as to the customers. (pure.au.uk 2012) Holland and Barrett is committed to quality products, because they have strong brand equity that is very important. Although these refer to high awareness, recall and recognition of the H&B. strong connection with their customers through advertisement theme, reward point and making them buy in high quantities. (Holland and Barrett Com, 2013)
1.1.3 Factor effecting brand equity;-