Brand messages are communicated through brand experiences touchpoints brand

Brand messages are communicated through brand

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Brand messages are communicated through brand experiences, touchpoints, brand icons & characters, brand ambassadors, brand stories, brand content, & branded entertainment W/increasing use & popularity of social media, consumers become part of brand communications, & can serve as brand advocatesBrand Experiences and TouchpointsAdvertising campaigns can help create name recognition, brand knowledge,& maybe even some brand preference Brands are not maintained by advertising but by people’s brand experiencesCustomer come to know a brand through wide range of contact & touchpoints oAdvertising, marketing communications, personal experience w/brand, word of mouth, social media, company & brand websites, store displays, & anything else that brings consumer into contact w/brandSome branding experts believe that managing each other’s customer experiences w/brand is most important ingredient in building brand loyalty Brand experience is composed of four dimensions:
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oSensory, affective, behavioural, & intellectualoThese responses are evoked in consumers when they come into contact w/brand-related stimuli like brand design, communications, &environments Brand experiences are crucial for building brand relationship & brand loyalty oEx: when people are considering buying new car, their consideration set is created almost entirely based on experiences w/various car brandsoSocial media has dramatically altered purchase decision “journey” forautomobiles oBrand experiences need to be created, & brand ambassadors assigned to watch & respond to post-purchase dissatisfaction on social media Brand Icons and Characters Brands w/well-established histories & personalities often develop brand icons oObjects w/distinct shapes, colours, or patterns that are associated w/brandoEx: unique shape of Volkswagen Beetle & Corvette Stingray Brand characters:lifelike brand icons, or mascots, that can move, speak, & interact, and have personality traits Brand characters can also be human, like Betty CrockerBrand icons & characters help establish brand personality, and because theycan move, speak, & interact, they’re also important tool for brand engagementoInteraction between consumers & brands, based on emotional connection consumers feel toward brandMarketers & brand managers work to develop marketing programsoEspecially through use of social media, that serve to engage consumers w/their brand Brand Ambassadors
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Brand ambassadors:real people who, under contract w/brand’s marketing organization, act as spokespersons for brandBrand ambassadors are typically selected for looks, & may be used for limited timeBrand StoriesSmart brand managers use elements of company’s history, as well as elements of fiction, to create stories for brandsToday’s brand managers think of their brands as form of storytellingWhile new products provide us with info, brands enrich this info w/details that give new info meaningIn brand storytelling, goal is to elicit feelings of love and emotion, and transfer them to brandoStores are “one of primary ways we make sense of our world & our place in it”o
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  • Spring '15
  • Brand, brand manager,  Brand

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