Brand communications efforts may employ brand icons or character ( sometimes called brand mascots.) brand icons are objects associated with the brand, while brand characters, also called mascots, are icons that move, speak interact, and have personality traits. Brand icons and characters are also and important tool for brand engagement, the interaction between consumers and brands, based on the emotional connection consumers feel toward the brand. Marketers and brand managers work to develop marketing programs, especially through the use of social media, that serve to engage consumers with their brand. Brand communications tactics may also include brand ambassadors, real people who, under contract with the brand’s marketing organization, act as spokespersons for the brand.
5. Describe the role of storytelling in brand management. Explain how branded content, branded entertainment, social media, and brand advocates can be used to tell brand stories. Today’s brand managers use elements of a company’s history, as well as elements of fiction, to create stories for their brands. In fact, brands themselves can be thought of as a form of storytelling. While new products provide us with new information, brand stories enrich this information with details that give the facts meaning. In addition to advertising and other traditional marketing communications channels, brand stories can also be communicated through branded content or content marketing, the production of any form of information or story by a brand marketer, in which the brand is clearly and prominently featured. A similar form of storytelling is branded entertainment, which is any form of entertainment, usually video, that is created with the co-operation or financial support of marketer. Brand managers can use social media to tell brand stories. In addition, they can cultivate consumers who are telling stories about their brands, and turn them into brand advocates. Brand advocates are people who care about, or are interested in, the brand, and who willingly and voluntarily promote it. In the era of social media, marketers must engage consumers in conversations about brands.
- Fall '19
- Advertising, Brand, brand manager, concept of a brand