Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024)

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Brand Power: The Ability of Brands to Influence Consumer Behaviour

Authors
Harsya Bayu Prayustio1, *, Ita Prihatining Wilujeng1
1Universitas Negeri Malang, Jl. Semarang No. 5, Kota Malang, 65145, Jawa Timur, Indonesia
*Corresponding author.
Corresponding Author
Harsya Bayu Prayustio
Available Online 19 November 2024.
DOI
10.2991/978-94-6463-576-8_8How to use a DOI?
Keywords
brand power; market competition; consumer behavior; customer loyalty; brand awareness; brand measurement; marketing strategy; brand differentiation; brand image
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
19 November 2024
ISBN
978-94-6463-576-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-576-8_8How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Harsya Bayu Prayustio
AU  - Ita Prihatining Wilujeng
PY  - 2024
DA  - 2024/11/19
TI  - Brand Power: The Ability of Brands to Influence Consumer Behaviour
BT  - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024)
PB  - Atlantis Press
SP  - 91
EP  - 100
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-576-8_8
DO  - 10.2991/978-94-6463-576-8_8
ID  - Prayustio2024
ER  -