Investigation of Consumer's Perceptions of Baranka Cafe on Motorway Literature review

Investigation of Consumer's Perceptions of Baranka Cafe on Motorway - Literature review Example Mick, Pettigrew, Pechmann and Ozanne (2011, p.167) note that a brand image is accumulated reflections about an organization’s characters. It is vital for highlighting an organization’s missions and visions. The elements of a constructive brand include an impacting logo that rises to prop an organization’s image. Additionally, Rao (2011, p. 49) argues that a slogan is essential in describing an organization in brief as well as supporting the core values of the same. Consumers use details, in their subconscious, in order to develop a lasting impression about services. In turn, they become subjective associations of the bundle of services that customers would receive in Baranka. An example of brand image, for Baranka, would concern with hygiene. Additionally, the cafe could be identifiable as a sophisticated service group. The idea behind this appeal pertains to the fact that a consumer purchases both a product and a brand. In most circumstances, a customer’s drive towards services would be driven by the brand. Mooji (2009, p 275) highlights of brand positioning statement as vital in a brand image. Kapferer (2008, p. 98) confirms that the brand positioning statement links the internal with the external aspects of a brand. These two aspects are the principal areas of a brand. The internal aspects relate to the same that a company injects for the market. In terms of Baranka, this would refer to the efforts that they would commit in establishing their distinct image upon customers. According to Prideaux, Moscardo & Laws (2006, p. 54), a brand image entails the goals, of brand identity and values, that the company expects upon the impression of the market. It relates to the idea that Baranak would want to convey to its clients. Szwarc (2005, p. 89) notes that Baranka would make extra efforts in providing entertainment to its customers. Breckenfeld (2008, p.34) defines external aspects of a brand as relating to the same that the consumers pe rceive of Baranka’s services. The vitality of brands in daily consumption relate to a desired brand identity. Baranka should strive to transfers its expectations, on image, to the customers. Singh (2007, p. 41) explains that it is vital to note that such a brand would be practical in the long run. Sunder (2011, p. 23) says that in spite of the fact that customers may have imaginary brand images, it is crucial for Baranka to commit efforts in achieving the desired brand identity. Brown (2006, p. 126) notes that it achieves the same by employing marketing mix elements. Marketing mix elements include communication, product, price and distribution. The core part of communication relates to constructive advertising. Cochran (2003, p. 234) notes that Baranka should strive to identify elements that customers highly value. For instance, they would construct an image of convenience to customers. In this perspective, Self and Roche (2012 p. 245) argues that the cafe would be appropriat e for students and employees in their respective breaks. In addition, they would transfer their image expectations by packaging their sandwiches and baguettes in an attractive way. It is vital to note that there is significant competition in coffee packaging. Therefore, it is crucial that Baranka exceptionally designs its beverage tins. Dinnie (2007, p. 123) adds that another principal area, of communication, pertains to use of word of mouth in gaining publicity. Onkvisit & Shaw (2008, p. 278) adds that employees are principal