Do all of our consumer touchpoints support the brand’s positioning? Do the brand’s managers understand what the brand means to consumers? Does the brand receive proper, sustained support? The brand manager makes decisions about which brands need more support, which brands need to be dropped, and which brands should be rebranded or repositioned because of changing customer preferences or new competitors. 4 summarize the ways marketers can engage consumers through brand communications Brand communications is a specialized form of marketing communications and advertising that focuses on communicating brand positioning, or image, rather than on product features . In addition to advertising, brand messages are communicated through brand experiences, touchpoints, brand icons and characters, brand ambassadors, brand stories, branded content, and branded entertainment. Furthermore, with the increasing use and popularity of social media, consumers become a part of the brand communications, and can serve as brand advocates . Touchpoints: Advertising, marketing communications, personal experience with the brand, word of mouth, social media, company and brand websites, store displays, and anything else that brings a consumer into contact with a brand. Some branding experts believe that managing each customer’s experiences with a brand is the most important ingredient in building brand loyalty. Brand experience is composed of four dimensions: sensory, affective, behavioural, and intellectual . Brand icons: Objects with distinct shapes, colours, or patterns that are associated with the brand. Like unique shape of the Volkswagen Beetle and a Corvette Stingray, Coca-Cola’s red and white swoosh, Brand characters: Lifelike brand icons, or mascots, that can move speak, and interact, and that have personality traits. Like Tony the Tiger, and the Michelin Man. Brand icons and characters help establish the brand personality, and because they can move, speak, and interact, they’re also an important tool for brand engagement. Brand engagement is the interaction between consumers and brands that’s based on the emo- tional connection consumers feel toward the brand. Brand ambassador: A real person who, under contract with the brand’s marketing organization, acts as a spokesperson for the brand. 5 describe the roles of storytelling, branded content, branded entertainment, social media, and brand advocates in brand communications Brand stories
Businesses with a good story that involves the listeners—that is, consumers—will succeed in capturing their attention and cultivating favourable feelings toward the brand. Brand stories are an excellent strategy for inspiring loyalty among consumers for a brand that might otherwise go unnoticed. Like Tyson Wholly farms commercial, where they show the farms the chickens are raised.
- Fall '19
- Brand, brand ambassador, brand manager