Brand management Assignment Example | Topics and Well Written Essays - 2000 words

instigator management - Assignment ExampleA mixture of various marketing media is called gradeing. Branding tends to give an identity and captures the mind of the customers with the name of the brand. Depending on the brand value and the intended target segment, companies of all sizes are increasingly weighing their options whether to promote their marketing campaigns finished the social networking sites, since there are high chances of possible dilution of the brand value as well as backlash coming from negative feedback and comments from disgruntled and unhappy consumers (Smith and Zook, 2011, p. 14). So, companies are increasingly taking a practically more conscious step in their effort to promote the brands in the minds of todays technical school savvy consumers by the usage of promotion techniques such as website promotion, email marketing and mobile promotions. Brand Image The current outlook of the customers regarding a brand is called brand movie. Brand image can be look ed upon as the set of beliefs the target customers hold I respect of a indisputable brand. Brand image is constructed in the minds of the customers from all sources. Brand image has the potential to convey emotional value. The basis of an image in the mind of customers depends upon the subjective perceptions that the consumers arrive at in respect of some brands. When a consumer decides to purchase a fruit, he is not purchasing only the product itself but also the brand. It is the image that drives the consumers to buy that brand. The brand communication theory can help to strengthen the images. There are four steps by which a certain product can create its brand image. Creating a brand image is essential to sustain in the long run. The product must be uniquely valuable and present itself in front of the customers in such a fashion that customer can have a clear idea of the benefits that the product provides. The product should communicate with the customer in such a manner that is easily under substructureable and promiscuous to remember. Another important step in order to create brand image is to differentiate itself from the already existing competitors. The sunrise(prenominal) brand must analyze the key selling points of the competitors. The brand will have to set a new structure of promises to the customer, which it will be able to de make itr. In fact, the promises offered by the new brand may become the selling point for the brand. The marketing strategies of the brand should revolve with a central theme. The theme may consist of a single idea, and this will act as the focus in all external communications. The brand that is willing to penetrate into the market must live up to the promises made. So the first and foremost step to penetrate into the market is not to make fake promises which the brand cannot live up to. If the brand fails to fulfill the expectations, then in spite of many attempts, it will not be able to enter the market according to its desires. Brand image is created only when the brand creates and meets the expectations. Brand strikingness The propensity of the brand to come into the mind of the customers in the situations of buying is regarded as brand salience. It differs from the concept of awareness. It reflects the role as well as the quantity of the network that buyers hold in their minds. The ability of an item to stand out from its competitors and create its own identity is regarded as the concept of salience. The concept of brand salience has achieved a lot prominence in the brand