How does marketing communication build and maintain strong brand?

Résumé du document

The challenge for a lot of companies nowadays is to adapt their traditional functions and operations to the new world. They have to integrate marketing. Today, it is important to build a relationship with the customers. This is the key to finding, developing and having loyal customers, so marketing communication (M.C) has got an important role. Global organizations have to organize around customers and prospects. They do not only have to organize their operations and activities around products and services. Customers have more influence than ever before. They have access to more products, channels to buy and they have more sources of information. Companies have to communicate about their products or services because of the competition. Brands have to be unique and be different to the others to maintain a competitive advantage over the increasing competition. It is important to inform people about the new products, the change of them, the politics of the company…
Mercedes Benz, for example, has invested billions of dollars in 2005 in order to be the top brand and to make a good quality of its image and its products.

Extraits

[...] It can be a performance risk (it does not work), a financial risk (size, break), a physical risk, a social risk (be acceptable by your pears; to be conform) or an ego risk (self esteem) . Example: Airline reservation services show that consumers perceive a risk when they use Internet airline services. There are factors which influence buying behaviour. The first one is the perception. Stimuli like colour, taste are selected, organised and interpreted. The second one is the external stimuli or sensory inputs. These represent a major part of the marketing communication process. [...]

[...] Kitchen marketing communications a Leviathan unveiled” Marketing Intelligence & Planning, Vol No pp. 19-25 Marketing communication an integrated approach, second edition P A Smith, p1-30 Low and Lamb (2000), Hoek et Al (2000) “Examining the effects of service brand communications on brand evaluation”, Journal of Product & Brand Management VOL 14 NO.2 (2005) pp 106–116 http://www.cultsock.ndirect.co.uk/MUHome/cshtml/index.html http://www.marketing-alternatif.com/index.php?p=66 http://www.ciadvertising.org/student_account/spring_02/adv382j/nmunoz/nicks_ paper/howapplies.html http://www.ciadvertising.org/studies/student/99_fall/theory/chung/theories1/ implication.html Marketing communications : an integrated approach ; PR Smith ; Kogan Page; 2nd edition; p96 Schultz and Kitchen (2000) “Brand equity and vulnerability”, European Journal of Marketing VOL No pp. [...]

[...] The first one is the cognitive element (the awareness or knowledge of a brand). The second one is the affective element (the positive or the negative feeling associated with the brand). The third one is the behavioural element (the intention to purchase). To change the attitude of the consumers it is an obligation to change one or more of these components. The first two elements are very difficult to change because they are in the mind of the consumers; to change the last element is simpler. [...]

[...] II- How does marketing communications work? Attitudes Attitudes can be defined has the evaluation of a product or a service by the consumers. It affects the buying behaviour of the consumer. In fact, consumers have positive or negative feeling towards a brand. These feelings depend on the values communicated by the brand and will directly affect the purchasing behaviour of the buyers when they have to choose between two products. For example, Nike had problems because of the company's exploitation of children in Asia. [...]

[...] So, market research has got an important place. The environment in which the advertising is seen will have an important bearing on the image dimensions. Example: Haagen Dazs did a high quality positioning in the minds of the consumers because it only uses quality titles to place its advertising. New product If a company creates a new product with a new market category, the role of the communications message is to make sure that potential consumers are informed of the product's existence. [...]