The roe of database marketing and direct forms of communications to reach

The roe of database marketing and direct forms of

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The roe of database marketing and direct forms of communications to reach individuals is expanding - The demand for efficiency and accountability in organizations is increasing Inputs for marketing communications planning: consumer behaviour essentials - Consumer behaviour – the combined acts carried out by individuals - Need – the perception of the absence of something useful - Motive – a condition that prompts an individual to take action to satisfy a need - Personality – a person’s distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment in which that person lives Chapter 3 – Branding Strategy Defining the Brand - Brand – an identifying mark, symbol, word or words, or combination of mark and words that separates one product from another product; can also be defined as the sum of all tangible and intangible characteristics that make a unique offer to customers o Brand name – that part of a brand that can be spoken o Brand logo – a symbol that plays a key role in branding and creating an image o Trademark – the part of a brand that is granted legal protection so that only the owner can use it Brand Image and Reputation - Brand loyalty – the degree of attachment to a particular brand expressed by a consumer. There are three stages of brand loyalty:
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o Brand recognition – customer awareness of the brand name and package o Brand preference – the situation where a brand is perceived as an acceptable alternative by a customer and will be purchased if it is available o Brand insistence – a situation where the consumer searches the market for the specific brand - Brand equity – the value (monetary or otherwise) of a brand to its owners; influenced by brand name awareness, degree of customer loyalty, perceived quality, and the brand’s association with certain attribute o Some of the benefits for consumers are: Over time, the brand name suggests a certain level of quality. Consumers know what to expect; they trust and have confidence in the brand There can be psychological rewards for possessing certain brands. For example, buying a brand new BMW automobile might suggest achievement to the owner. The automobile says something about the driver; it expresses his or her self-image. Brands distinguish competitive offerings, allowing consumers to make informed decisions based on what a brand stands for. Marketing communications play a key role in differentiating one brand from another. o Some of the benefits to organizations are: A good brand name communicates the point of difference, or unique selling point (USP), and highlights the distinctive value added. Branding allows for the creation and development of an image.
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