Brand Management Assessment 3 Part 2


The article of “Know thy changing consumer” by Mark Uncles talks about the certain consumers in the market who are very savvy when it comes to the products and brands. It states that all consumers eventually change their habits and preferences. The article also mentions in detail about the competency in the savvy consumer as well as the impact the changing consumer has on brand management. Furthermore, it explains that not all consumers are savvy, some of them do not wish to change or at least not quickly change; same goes to brand management in terms of being able to maintain these certain groups of non-savvy consumers.

Critical Analysis

The brands nowadays wish to find stability but still need to adapt to the changing consumer perceptions. Technology is one the factors that affect consumer behavior and their perceptions towards brands. With many brands and companies entering the digital market creating seamless communication with the brands through online shopping, according to Claveria, K. (2017, February 03). Even the non-tech savvy consumers are affected by the technological advances, such as those who visit hospitals or clinics and the doctors who perform tests or surgery on them use the latest technology.

Competition is another factor that affects consumer perceptions. With many brands being available to the consumer, it is difficult for them to decide on a particular brand if they not part of one already (brand loyalty). As OECD. (2010) has mentioned, non-brand loyal consumers tend to change their brand for others for many reasons such as cost-saving, availability of the product or service and the lack of communication in the consumer-brand relationship.

Based on these facts, a personal opinion on the subject would be that consumers require constant change, not because of the fact that they are not loyal to the brand, but because the market itself is changing quite often and consumers wish to keep up with the times. With the technology advancing and more competition increasing in the market, there are a variety of options for consumers to choose from and this creates a gap between the brand and the consumers, giving less hope for brands to reach their consumers. And to further prove that brands need to frequently change is mentioned in the article by Uncles, M. (2008, February 15), where high school children do not focus on Disney anymore but are into online interactive games such as Runescape and World of Warcraft.

Impact Analysis

For the brand management to react to consumer change is very important as it will create an impact on the brand itself. As mentioned previously, many brands are entering the digital market in order to retain their savvy consumers and those that don’t will lose their place in the market as well as their consumers. The assumption is that brands should understand the consumer’s need and adjust accordingly, and this is proven with facts provided by Smith, W. (2016, November 21). Overall, It is important for brands to “know thy consumer” in order to maintain their consumers and achieve brand success.



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