Marketing Communication for Brand Awareness

In: Business and Management

Submitted By bashbash
Words 2229
Pages 9
The influence of marketing communications on brand awareness and loyalty

The influence of marketing communications on brand awareness and loyalty
Introduction
The study analyses the importance of spending on marketing communication to achieve brand loyalty and brand awareness. Brand awareness and brand loyalty are dimensions of brand equity. Brand equity refers to the value added to a product in its relationship with customers. Research indicates that brand equity is a strategic aspect of marketing management and can be created by strengthening one of its dimensions (Giese & Cote, 2000). Consequently, marketing has a potential effect on the brand equity because brand equity represents the impact of investment in the brand. The consumers are attracted to the product brand. The organization without brand deficits to sustain the competitor’s strength equates towards opponent brand equity (Grossmanova, Vojtkova & Kita, 2009).
Organization should recognize its brand as an indefinable property. There is a direct connection with organization brand equity inside an intensive economics. Thus, companies need to look at the brand process and carry out these methods to cope with the well-known brands (Morgan & Hunt, 1994). The brand offers distinct concepts and features, thus conveying relevant information to the consumers.
Although advertising plays an essential role in the marketing programs and strategies, growth and development of brand equity the primary goals. Due to the flexibility, brand equity is distinctly affected by the marketing communication. Marketing communications provide information regarding brand such as progression of brand equity, customer’s optimistic interactions, endorsement of apprehension and the facilitation of shaping strong connection in customers as well as compliance with the brand (Keller, 2008).…...

Similar Documents

Brand Marketing

...satisfaction in their exchange of value. The tangible aspects of marketing are the profit received, the product received, and many other aspects (Marshall and Johnston, 2012). For LongHorn Steakhouse these “tangibles” are the tips for the server, the money for the food, and the steak or other food choice for the guest. These are all qualities of industries we as business professionals expect. This can be measured and quantified and for the most part touched. However, there is an intangible side to severing great steaks. This steams from the concept of satisfying customers. You can argue that satisfaction can be measured in the number of times a guest comes back, how much they are willing to spend, and their comments on the food. The intangible part of their satisfaction however, according to LongHorn, is the great dining experience and the smile on guest faces. They even put this as a step of service they train in their servers. “Don’t quit until the guest smiles.” This satisfaction I the deep rooted affect that LongHorn wants to give its guest in order to have them return. Another aspect of this intangible satisfaction is the word-of-mouth advertisement this provides for the chain. Whether enhancing products, providing essential benefits, or creating intangible satisfaction in the guest LongHorn Steakhouse prides itself in being “a cut above” the other steakhouses. They also know they are a “challenger brand” and will only succeed if they push what they do bes and that......

Words: 1337 - Pages: 6

Marketing Communication

...Assignment 2 Marketing Essay Assignment 2 MKT 202 Marketing Communication The heart of any business success lies in its marketing. Most aspects of any business depend on successful marketing. The overall marketing umbrella covers advertising, public relations, promotions and sales. Marketing is a process by which a product or service is introduced and promoted to potential customers. Without marketing, the business may offer the best products or services in your industry, but none of the business’s potential customers would know about it. Without marketing, sales may crash and companies may have to close. 1 Marketing communications is a management process through which an organisation engages with its various audiences. 2A new era is unfolding in the field of advertise, promotions, and marketing communication. All organisations – large and small, commercial, government, charities, educational and other not-for-profit organisations all need to communicate with a range of stakeholders. This may be in order to get materials and services to undertake their business activities, or to collaborate and coordinate with others to secure suitable distribution of their goods and services. In addition, there are consumers – you and me – people who are free to choose among the many hundreds and thousands of product offerings. At this Marketing communications provides a core activity so that all interested parties can understand the intentions of others and appreciate the......

Words: 1578 - Pages: 7

Brand Awareness Toward Energypac

...power engineering, management, generation and distribution system. CIPP, one of the core businesses of Power Gen, has earned the company a total of 162MW gas engine power plant projects on turnkey basis. A total of 173.31MW of our Diesel generators within the range of 30Kw and 1400Kkw are in trouble free operation nationwide. Our recently formed Oil & Gas Division in association with world reputed Companies like Parker Drilling Company, Messina Incorporated, Emme Gas etc. , aims to provide service and support to Oil & Gas Exploration, Production, Transmission and Distribution sector of Bangladesh including CNG refueling station etc. Energypac Power Generation Ltd has taken up another recent project of importing and marketing China’s largest selling brand, JAC automobiles. EPGL has experienced spectacular growth over these past 12 years .It has now nearly 200 highly motivated employees determined to bring about the various technological innovations and their implementations and thus help the country in quality goods and services. Our Quality products, competent manpower, countrywide operation have earned us an ever increasing popularity among our valued customers and clients VISION: EPGL wishes to become the first choice its customers by providing best in class end-to-end engineering solutions, win the hearts and minds of current and future employees as “employer of choice” and ensure maximizing value for its different types of stakeholders while ensuring maximum......

Words: 1273 - Pages: 6

Impact of Brand Awareness in Malaysian Market

...Master of Management Marketing Management MKTG 6120 Trimester 3, 2013/2014 The Impact of Brand Awareness on Brand Equity: A Study of Malaysian Automobile Industry Prepared by: Wiki Noviandi (G1335059) Feras Qawasmeh (G1335039) Nor Izuan Shah Minhad (G1325003) Wira Amirul (G1230579) Abdul Razak (G1333627) Prepared for: Prof. Dr. AKM Ahasanul Haque Date of submission: 13/07/2014 Abstract This research project will use quantitative measurement to examine how influence of brand awareness on brand equity to the customer purchasing decision on Malaysian automobile industry. The quantitative method used is to survey because this method creates the results as statistically reliable. This study focuses on whether Malaysian consumers are knowledgeable about branded products and most of the Malaysian consumers are loyal to a particular brand. Furthermore, brand name and symbol defines the social class of consumers and branded products believed to be of superior quality. Table of Content Abstract…………………………………………………………………………………. 2 Table of Content………………………………………………………………………… 3 Introduction…………………………………………………………………………….. 4 Literature Review………………………………………………………………………. Brand Equity……………………………………………………………………. 6 Brand Knowledge………………………………………………………………. 8 Brand Awareness……………………………………………………………….. 9 Automotive Industry……………………………………………………………. 10 Proposed......

Words: 4474 - Pages: 18

Luxury Brand Marketing

...market for luxury brands has experienced a dramatic growth over the last three decades, and the current demand for luxury brand products has grown enormously. Wiedmann, Hennigs and Siebels(2009, p. 627) stated that a luxury good: “brings esteem for its owner and enables consumers to satisfy psychological and functional needs”. This essay will argue that marketing theories: brand theories and the ‘four-P framework’ ( product, pricing, place and promotion) are applied to bring superior value to luxury brands. It will also identify the tangible and intangible resources that are utilized to add superior value to luxury brands, in comparison to low-priced products. An illustration will also be given regarding luxury and basic cosmetic branding. Finally, it will be argued that it is not ethical to charge high prices for products. Nowadays the consumption of luxury products has become so vital to the global economy and the high profile of luxury goods has built widespread awareness of brands in customers’ perception. It is claimed that a luxury brand is one that is selective and exclusive, and which has an additional creative and emotional value for the customer (Chevalier and Mazzalovo, 2008). Even if some consumers cannot afford to buy luxury brands, they are familiar with the name or symbol of some famous brands that are classified as luxuries. A brand name helps differentiate its products from others and makes it distinct from those of other sellers. Brand equity concerns......

Words: 1662 - Pages: 7

Brand Awareness

...THE REPUBLIC OF TURKEY BAHCESEHIR UNIVERSITY THE GRADUATE OF SOCIAL SCIENCES IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY MASTER OF BUSINESS ADMINISTRATION MASTER OF BUSINESS ADMINISTRATION PROJECT Burç ÖRETMEN İSTANBUL, 2014 THE REPUBLIC OF TURKEY BAHCESEHIR UNIVERSITY THE GRADUATE OF SOCIAL SCIENCES IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY MASTER OF BUSINESS ADMINISTRATION MASTER OF BUSINESS ADMINISTRATION PROJECT Burç ÖRETMEN Project Supervisor: Asst. Prof. Dr. Özgür ÇENGEL İSTANBUL, AUGUST 2014 THE REPUBLIC OF TURKEY BAHCESEHIR UNIVERSITY THE GRADUATE SCHOOL OF SOCIAL SCIENCES IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY This project has been found adequate and successful in terms of quantity and quality as a Graduation Project. ------------------------------------ ------------------------------------ Advisor of the Project Member of the Commission Asst. Prof. Dr. Özgür ÇENGEL Asst. Prof. Dr. Sinem ERGÜN ABSTRACT IMPACT OF CONSUMER BEHAVIOUR ON CONSUMER LOYALTY Burç Öretmen Institute of Social Sciences Weekend MBA August 2014, 48 Pages Nowadays, the competition between companies has reached the highest level. Therefore, companies are having difficulties in terms of both production and......

Words: 5686 - Pages: 23

Marketing Communication

...effective marketing communications mix is becoming increasingly important for every company around the world. “Marketing communications are a management process through which an organization engages with its various audiences. By understanding an audience’s communications environment, organizations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, they encourage audiences to offer attitudinal and behavioral responses” (Fill 2006, p. 1/10). Marketing mix is also called promotional mix as it focuses on using the 5 main marketing communications tools; advertising, sales promotion, public relations, direct marketing and personal selling to increase sales and awareness about the brand. Collectively the role of the elements included in the marketing communication mix is to inform, persuade and remind potential buyers of the product or service. As a new product enters the market customers perceive the product or service with uncertainty. This doubt is minimized by making the customers aware of the new product through advertising and personal selling. While awareness increases, product uncertainty decreases and sales promotion is used to stimulate demand. At the same time public relation aims to increase goodwill of the company by maintaining long term relations with customers. While direct marketing shapes the behavior of the target market towards the......

Words: 5198 - Pages: 21

Brand Equity, Brand Awareness, and Brand Image

...Brand Equity, Brand Awareness, and Brand Image COM 302 Brand Equity, Brand Awareness, and Brand Image As consumers in the United States of America, Americans encounter a number of advertisements daily. Too many to possibly remember them all, then why do we choose Nike shoes, Colgate toothpaste, McDonalds food, or Toyota cars? Choices made by consumers are often affected by the brand image of the product purchased. A brand exists when a marketing entity receives its own name, term, sign, symbol, design, or any particular combination of these elements as a form of identification (Shimp, 2010). Without a recognizable brand, a product is but a mere commodity. Brands do not only furnish the environment in which we live, but also define who we are. Consumers like brands because they package meaning. They form a kind of shorthand that makes choices easier and in a world where time is an ever-diminishing commodity; brands make it easier to store evaluations (Aaker & Biel, 1993). The distinction between brand image and brand equity is that brand equity deals with the value, usually defined in economic terms, of a brand beyond the physical assets associated with its manufacture or provision (Aaker & Biel, 1993). Brand awareness comes from the brand image. Awareness includes strong, favorable, unique associations with a product. The highest awareness comes from consumers when they can recall from memory a specific brand when a product is mentioned. For example, if someone...

Words: 1368 - Pages: 6

Brand Marketing Management

...means they are very knowledgeable about the differences in price and quality between the various brands (considered). Brand proliferation increased number of other brands and brand extensions . Brand proliferation is when a firm puts out new brand names under the same product lines. For example, Huggies is a firm owned by Kimberley-Clark. Huggies is best known for producing disposable diapers, and has different product lines such as Pull-Ups and Little Swimmers. Media fragmentation traditional TV ads / increased role of internet . Various ways of research. The style of mass advertising campaigns of yesteryears does not hold too strong a ground. It has become too expensive to go national on the TV network with no specific plans for points of attack and reinforcement in relation to brand's potential in different areas. In other words, marketing people should concentrate on those areas, which offer better prospects of brand's growth.Under such circumstances, it has become challenging for brand managers to be practically aware of the media costs and the effects of fragmenting a TV campaign. Not only that, they also have to be able to plan an integrated communication campaign with various tools of communication at their hands. The managers have to capitalize on the factor of fragmentation and align their campaigns accordingly) Increased competition globalization / low priced /brand extensions. Increased costs (costs of product introduction. Out of 30.000 ne w products 93%......

Words: 1000 - Pages: 4

Htc- Ways to Increase Brand Awareness

...HTC-WAYS TO ENCHACING THE BRAND IMAGE OF THE PRODUCT BY Sanjana Narasimhan DM16158 HTC-WAYS TO ENCHACING THE BRAND IMAGE OF THE PRODUCT INTRODUCTION * HTC is a Taiwan-based company found in 1997, who started as Laptop manufacturer and then soon started making Windows Smartphone. * In 2008, they came up with their first Android based Smartphone HTC Dream. * The HTC as a company made Quarter losses due to the lack of the following points: * Low brand recognition * Improper marketing strategies * Improper Distribution Network * The mobile released per year is less/ Their portfolio is small * These factors impacted the sales of HTC to a large extent, the product was one of the best in the category, but it was impacted because their marketing is less and the message delivered is confused. * The company is known to be innovative and they understand the pain points and wants clearly while coming up with the product. For example, Htc focused on what people used a lot, they improved the Camera. * The company focused on the high priced segment market, due to which their market share was very low. Large player like Samsung and Apple spent large amount of money in marketing, while HTC spent a small pie. * The company was using the slogan “quite brilliant” since which did not create much impact. * For a company like HTC which has a good product to come up Brand awareness and memory is very important as Woody Allen once......

Words: 1064 - Pages: 5

Marketing Communications

...1.0 INTRODUCTION This paper aims to highlight the objectives, purpose and opportunities of sponsorship for the brands and companies. The purpose of this report and analysis of the research literature is to get the clearer and broader picture of sponsorship and how the company Fresh Fruit Soda can gain the confidence and loyalty of its customers in order to establish and expand its business. The brand Fresh Fruit Soda is a new and emerging brand in the market whose target audience is the drinkers who are fond of frizzy drinks. This paper will help and identify different marketing strategies and opportunities for the brand to increase its sale and which would be helpful for the Fresh Fruit Soda to penetrate in the market by taking an active part in advertising or by using the tools of sponsorship. It explains whether this company should invest in sponsorship or use any of the marketing tools. The report a critical analysis and overview will be presented to the Marketing Director and to recommend the measures and steps that would help the company to stay in business. 2.0 Overview of Sponsorship Sponsorship is a part of an integrated strategy (Burningham, 2014) acts as a valuable and important tool as it targets those consumers who avoid advertising and are not in favor of it. Some brands use this sponsorship as a marketing tool to fully exploit the passion of its audience by sponsoring some program or participating and sponsoring some football league......

Words: 2001 - Pages: 9

An Impact of Brand Elements on Brand Awareness the Case of Oppo Smartphones in Hcm City

...VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS AN IMPACT OF BRAND ELEMENTS ON BRAND AWARENESS THE CASE OF OPPO SMARTPHONES IN HCM CITY In Partial Fulfillment of the Requirements of the Degree of BACHELOR OF ARTS in BUSINESS ADMINISTRATION Student’s name: VU NHU QUYNH (BABAIU11308) Advisor: HO THI BICH VAN, PhD Ho Chi Minh City, Vietnam May, 2015 AN IMPACT OF BRAND ELEMENTS ON BRAND AWARENESS THE CASE OF OPPO SMARTPHONES IN HCM CITY APPROVED BY: Advisor APPROVED BY: Committee ___________________________ ___________________________ Ms. Ho Thi Bich Van, Ph.D Ms. Ho Thi Bich Van, PhD ___________________________ Mr. Bui Quang Thong, PhD ___________________________ Ms. Nguyen Thi Huong Giang, MBA ___________________________ Mr. Tran Van Dat, PhD THESIS COMMITEE ACKNOWLEGDEMENT This thesis could have never been done without the help and contributions of many people that I am very thankful to. First of all, I would like to express my deepest acknowledge to my supervisor, Dr. Ho Thi Bich Van – lecturer at Business Administration School, Ho Chi Minh City International University for her unbelievable and unreserved support, enthusiastic and valuable advices. She is a wonderful teacher who has taught and encouraged me from the beginning of this task till the end. Again, I want to say “Thank You Very Much” to my advisor for all she has done for me. Then, I would like to......

Words: 5602 - Pages: 23

Marketing Management - Discuss the Role Advertising Plays in Increasing Brand Awareness and Brand Loyalty Among Consumers, Especially for Products That Have Very Subtle Differentiable Attributes

...aravind.banakar@gmail.com ARAVIND - 09901366442 – 09902787224 MARKETING MANAGEMENT 1. What have been the key success factors for Nike? 2. Where is Nike vulnerable? What should it watch out for? 3. What recommendations would you make to senior marketing executives going forward? What should they be sure to do with its marketing? 1. What have been the key success factors for Disney? 2. Where is Disney vulnerable? What should it watch out for? 3. What recommendations would you make to their senior marketing executives going forward? What should it be sure to do with its marketing? 1. What have been the key success factors for HSBC? 2. Where is HSBC vulnerable? What should it watch out for? 3. What recommendations would you make to senior marketing executives going forward? What should they be sure to do with its marketing? 1. What have been the key success factors for Krispy Kreme? 2. Where is Krispy Kreme vulnerable? What should it watch out for? 3. What recommendations would you make to senior marketing executives going forward? What should they be sure to do with its marketing? 1. What are the key success factors for Southwest Airlines? 2. Where is Southwest Airlines vulnerable? What should it watch out for? 3. What recommendations would you make to senior marketing executives moving forward? What should they be sure to do with its marketing? 1. What have been the key success factors for......

Words: 827 - Pages: 4

Brand Awareness of Hcl

...LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT Report on Summer Training BRAND AWARENESS OF HCL LEARNING - CDC (Career Development Centre) -A Study in Chandigarh- Submitted to Lovely Professional University In partial fulfilment of the Requirements for the award of Degree of Master of Business Administration Submitted by: Gaurav Sharma University Registration No. 3450070065 DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY JALANDHAR-NEW DELHI GT ROAD PHAGWARA PUNJAB Acknowledgment This project was result of my life’s best efforts till now and ultimate industry and corporate world experience. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. I wish to express my sincere gratitude to my Training Coordinator, Mr. Ashwani Panesar and my Mentor and project guide for Summer Training, Ms. Mandakini, Lecturer in Management Department of Lovely Professional University, for providing me an opportunity to do my Six week Summer Training Project on “BRAND AWARENESS OF HCL LEARNING-CDC” in “HCL Infosystems Ltd., PHASE-8, MOHALI.” I am highly indebted to my project guide in HCL Infosystems Ltd, Mr.Tarun Kumar, Business manager-North, HCL Infosystems Ltd. for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in......

Words: 3212 - Pages: 13

Marketing Communications

...STUDENT NUMBER: 1008267 MODULE TITLE: Marketing Communications MODULE LEADER: Chris Wollaston ASSIGNMENT NUMBER: 1 THE ROLE OF BRANDING IN THE MARKETING COMMUNICATIONS MIX There are many interpretations of marketing communications. (Chris Fill 2009)’s visual approach of marketing communications is that of using communication so as to make the consumers to be aware and also persuade them to buy the goods and services, thereby saying that marketing communications is a management process which a business engages with its various audiences. The marketing communications consist of a set of tools in different combination so as to communicate with its target audience. The marketing communications mix is made up of three elements which are: tools, media and messages. This essay will be divided in three parts; the first part will talk about brands and its characteristics, the second part will talk about the strategic role of branding in the marketing communication mix and the last part ill talk about the brand packaging and also how the brand logo augments the brand. All these, shall be seen in the subsequent paragraphs: A brand is now considered as one of the most powerful ideas in the business world. (Leslie et al 2011) suggests that brands are the main capital of the business, being major assets of the business. Also, (Rik Riezebos 2003) argue that a brand is a name, term, design, symbol, or any other feature that identifies one organization’s good or service as......

Words: 2568 - Pages: 11

Westworld - Season 1 COMPLETE | Telefoni | Project Blue Earth SOS Episode 1 English Dubbed