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TOPIC 3
TOPIC OUTLINE
3.0 INTRODUCTION
3.0 INTRODUCTION
the role of MarCom in enhancing corporate image and brand equity in communicating new product introduction, brands, logos, packaging and pointof-purchase materials in projecting a consistent corporate image and enhancing brand equity.
With IMC:
marketers seek to understand what information consumers want, as well as how, when, and where they want it consumers see the variety of messages they receive from a firm; company speaks in one language to the audience
A strong brand image enables a manufacturer to gain leverage vis--vis retailers and other marketing intermediaries respected brands offer an assurance of consistent performance and provide a signal of whatever benefits consumers seek when making purchase decisions in particular product categories
MarCom efforts: informing customers about new brands and their relative advantages and by elevating brand images; can enhance brand equity after customers go through the phases of knowing, preferring and ultimately being loyal to a firms brand.
Example in Module..pg 33.
Lamb, Hair McDaniel, 2004: A brand name is part of a brand that can be spoken, including letters, words, and numbers; one of the most important aspects of marketing management
it is critical to choose an appropriate brand name; can influence early trial of a brand and affects sales volume Shimp, 2003: A brand that has a clear-cut identity is known for the features it possesses, the benefits it provides, and the emotions and experiences it promises the brand name and package graphics help communicate and position the brands image
from perspectives of the consumer, a brand possesses equity to the extent that consumers are familiar with the brand and have stored in their memory favorable, strong and unique brand associations; having brand awareness and brand image
Brand image: types of associations that come to the customers mind when contemplating a particular brand; important that the associations with the brand are favorable and strong enough to the consumers.
Affects the speed with which consumers become aware of the brand;
Influences the brands image; and Plays a major role in brand equity formation
the effort to enhance brand equity - first choosing a positive brand identity
Effective and consistent MarCom efforts are needed to build and maintain brand equity because consumer brand loyalty will increase.
A brands package is the container that both protects and sells the product
The packages also serve to:
(a) Draw attention to a brand; (b) Break through competitive clutter at the point of purchase;
(c) Justify price and value to the consumer; (d) Signify brand features and benefits; (e) Convey emotionality; and (f) Motivate consumers brand choices ultimately
perform a major role in enhancing brand equity by creating or fortifying brand awareness and building brand images via conveying functional, symbolic and experiential benefits.