Just recently, Xerox Corporation has used the brand statement “environmental friendly” on some of their newly developed solid ink. Since the whole world is careful about the effects of environmental pollution, the customers are compelled to buy this newly developed ink for their printers hence the brand proposition has helped in improving of sales.Brand awareness is the degree with which the consumers can relate precisely with a certain brand. It is a situation where the consumer is given necessary knowledge about the availability of the product, the advantages and benefits of using this product. The Xerox Corporation has achieved this by using effective methods of sales promotion so that the target groups are made aware of the product. Through brand awareness, the Xerox Company has been able to affect consumers’ decision-making, ensure customer loyalty hence saving the customer additional costs that could be used when looking for a similar product.Brand value is similar to brand equity and it is the present value of the estimated cash flow estimated to the brand (Lindstrom 2004). It is measured through customer loyalty, staff retention and recruitment. For example, the Xerox products have a higher value because the brand has been created for a longer time hence has customer loyalty.The success of the brand awareness technique and the brand value can be attributed to the effect of brand proposition. Through the brand proposition, the customer is able to associate the brand statement with the quality of the product hence able to consider it. This plays a big role in the brand awareness because the customer is advised of the product usage and its features. In addition, the brand propositional method is an effective way of creating awareness because it is mostly a single statement that easily attracts the attention of the suitable buyer.In addition, the brand proposition statement makes the product more appealing to the buyers hence adding value to the product. The brand value is achieved where the owner can generate more money when through having a good brand name. For example, a person would prefer buying a FUJI Xerox printer because of the statement “true colors”. Hence it is clear that the statement true colors add value to the product. Also, the Xerox environmental friendly phrase on the new solid inks
Cheverton, P 2006, Understanding Brands, London, Kogan Page.
Lindstrom, M 2004, Brand Child, London, Kogan Page.
Van Gelder, S 2005, Global Brand Strategy: Unlocking Branding Potential across Countries, Cultures and Markets, London, Kogan Page.
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