Literature Review

The researcher of this paper Kameswara Rao Poranki (2015) has rightly noted that, brands are
not new
to marketing. He also found that the concept of brand was first used by the ancient Egyptian
brick-
makers who drew symbols on bricks for identification (Farquhar, 1990). The researcher Farquhar
has
opined that managing brand equity is one of the pivotal aspects for any company. Also in the
North
America there is a need for brand identification while growing their cattle forming as a kind of
legal
protection and proof of ownership (De Chernatony and McDonald, 2003) which will result
creating
powerful brands. The important point of a company strategy revolves around the brand
orientation of
consumers and companies identifies the importance of brand management and the spectrum of
brand
has been broadened beyond marketing communication and the resource-based theory of
marketing
strategy (Wong and Merrilees, 2007, Doyle, 1989). According to Wong opined that there are
multiple
roles played by brands for any modern company and according to Doyle, building successful
brands
leads to success of any company. The researcher (Festinger, Leon 1964) some researchers have
raised
questions concerning the nature and direction of causation in relations between attitudes and
behavior.
Some research studies related to segmentation on the basis of personality characteristics have
had
negative or inconclusive results. Brand choice also depends on Psychological and Objective
Factors
are more useful in the Prediction of Brand Choice. (Evans, Franklin B,1959) and, it is important
to find
out the types of consumers (Koponen, Arthur,1960), apart from personality and product use
(Tucker,
W. T. and John J. Painter,1961).
www.theinternationaljournal.org> RJSSM: Volume: 05, Number: 11, March 2016 Page 198
Figure-03: Boosting Brand Preference: The Voice of Your Customer
Source: http://beckysebring.com/2015/08/hello-world/
(By BECKY on AUGUST 27, 2015)
As per the above figure-03 it was found that, Brand awareness, the measurement of consumers’
knowledge of your brand and brand image, how consumers perceive your company, product or
service, is a marriage that directly translates to “wallet share.” This is the process of developing a
positive, meaningful and powerful brand image will create customer stickiness that translates
into
sales. However, what happens when your brand awareness and image are strong and top of mind
yet
your brand preference scores lower on the scale than your competition? How do you affect the
decision making process so your customers will choose your company, your product or service
instead
of your competitor’s are the questions to be posed by the marketers. Also, Brand preference is
defined
as the “measure of brand loyalty in which a consumer will choose a particular brand in the
presence of
competing brands, but will accept substitutes if that brand is not available.” If your brand
awareness
or image isn’t the problem then let’s explore three of the most popular issues that impact brand
preference. It’s all about listening to the voice of the customer what type of pricing he/she is
interested
and their needs to be fulfilled by the suitable brands and their availability.

Customer Brand Preference of Mobile... (PDF Download Available). Available from:

https://www.researchgate.net/publication/299085731_Customer_Brand_Preference_of_Mobile_
Phones_at_Hyderabad_India [accessed Apr 16 2018].