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Communications and Branding - Coggle Diagram
Communications and Branding
Communication: Meaning and purpose
Communication is key to all human activity
about the transmission of information, ideas, emotions, skills and knowledge using symbols such as words, images, figures, and graphs
In business context
In the context of business, communication ensures that activities such as production, distribution, pricing and finance are all performing effectively and efficiently in order to achieve organisational objectives
The importance of communications in marketing
more and more challenging with customers being exposed to thousands of advertisments everyday but only remeber a fraction
Once an organisation reaches its target audience, it must ensure that the message has the intended effect
Communications can inform, persuade and remind customers about an offering. They can also build favourable images.
A key aspect of comms is the process by which information is transmitted to the target audience. Persuasive messaging through MC mix is essential for organisations to survive in competitive environment.
communications involve addressing several fundamental questions
who is the communicator?
what is the content of the message?
who is the audience?
what medium or means of transmitting the message is to be employed?
what is the intended effect on the audience receiving the message?
Communications and branding
key role for comms is to build brand
The purpose of comms is t create associations, images and values of their prods and services
Def of brand
Diff def of Brand
The uses of communications
Creating brand awareness
brand awarness si the extent to hich customers can recognise and recall an org's offerign
Vital step in promotions a new brand or an exisiting one
customers awarness of a brand plays a critical role in aiding comparaison between offerinf and subsequent behaviour
customers make purchasing decision base of logo or packaging when no little knowledge of brand
Research shows that creating brand awareness among consumers with limited knowledge of the brand can have a considerable impact on their choices
Customers who are aware of a particular brand in a group are more likely to choose a known brand even if it is of lower quality than the alternatives
Copycat branding
Most common among FMCG
Copycat branding is the situation where distinctive features of a brand’s packaging, name, slogan, logo, and so on are mimicked to enhance consumers’ evaluations of the copycat brand.
Persuading the customer
aim to persuade the customer attempt to align a firm’s offerings with the values, beliefs and lifestyle of the target audiences
Positionning the brand
positioning involves building a set of attributes and associations with the brand in the consumer’s mind that differentiate it from other offerings
A primary role of marketing communications is to position a brand within the marketplace. Complementing the role of persuasion,
Changing attitudes
Marketing campaigns strive to establish or manage attitudes towards brands. Brands that need to strengthen their position in the market or protect themselves against their competitors may move the focus of their marketing communications from creating awareness or disseminating information to changing attitudes.
Mainly used in public sector
where attitudes and behaviours relating to issues such as health, food, road safety and drinking habits are addressed with a view to changing negative behaviours or attitudes into positive ones
Educating the customer
Another important objective of marketing communications is to educate customers, particularly when products or services are novel or complex
common in electtic
Discouraging the customer
Demarketing
Demarketing is a process by which firms use marketing communications to reduce demand and convince customers to use less of a popular product or service
It is useful where demand for a particular offering is too high to be met or to protect or conserve scarce resources.
Entertaining the customer
to attract the target audience and make an impact, it helps if marketing messages are interesting, fun and enjoyable
generally, if a brand succeeds in entertaining or connecting with the audience, it is more likely to establish an emotional link that may positively affect behaviour
Some times irriatting the customer
Anti-marketing
It is about defying the traditional conventions of advertising with a sense of irony and shock, with the hope that viewers interpret the advertisement with a degree of appreciation, even if only subconsciously
The communication process
The earliest model of marketing communications was referred to as the linear model of communication (also sometimes referred to as the magic bullet or hypodermic needle model), It describes communications as a linear process in which a sender transmits a message to the receiver.
The macro model of communication
The macro-model of communication encompasses 10 elements
Macro model of comms
Managing the comms proces
The overriding objective of the communications process is to minimise the difference between the meaning that is encoded into the message and the meaning that is decoded by the receiver
Barriers to effective marketing comms
It would also be wrong to assume that the process set out in the macro-model always works in the way described. It is a model and, like all models, is a theoretical construct that works in theory but when it meets the world of practice, numerous barriers and challenges limit its applicability. Some of the most common barriers to effective marketing communications include:
Lack of understanding of the target audience by the sender
Inadequate definition of required feedback
Poor choice of medium/media
Consistency of messages
Models of communication
One-to-one comms
Model
the organisation anticipates the personal preferences of each individual customer and customises its message to them (called personalised messaging)
examples - direct mailings, coupons or internet shopping websites
This strategy is used, for example, by Amazon, which focuses heavily on data-driven marketing through which it uses consumers’ preferences, browsing history and interests to suggest a range of products just for them.
one-to-many comms
Model
often used in mass media
there is no opportunity to develop personally targeted messages to be transmitted to the receiver. The communications messages are therefore generally designed to address a broad range of people in the target audience.
One to-many-to-one comms
Model
The one-to-many-to-one communication model describes conditions in which mass communication broadcasting and personalised one-to-one communication can co-exist and interact
good example tripadivosr
the internet has revolutionised the way we communicate with one another. Mobile technologies and the explosion of social media such as Facebook, YouTube, Instagram and Twitter have intensified the level and pace of change in marketing communications
consumers communicate with each other in peer-to-peer conversations that yield influence
Instead of the conversation being ‘one-to-many’, messages can be distributed through ‘many-to-many’ channels. If an organisation can leverage social media to empower consumers to spread positive brand messages without the organisation prompting, it can be a big advantage for their marketing communications efforts.
Branding and communications
Branding is ‘the process of endowing products and services with the power of a brand. It is all about creating differences between offerings’
Brand strategy
important to communicate the differentiating attributes of a brand and establish its value to the customer
For an organisation to achieve its objectives, it is critical for it to effectively communicate value to its stakeholders
Marketing communications act as the voice for the organisation and its brands and is one of the main ways in which it can establish conversations and build relationships with customers.
Brand identity and brand positioning
Brand identity is concerned with the way organisations aim to position themselves or their offerings in the minds of their customers
For an organisation to create a desirable brand image in the minds of its customers, it needs to communicate the appropriate and relevant brand identity through all the available communication tools. While brand identity reflects the way an organisation wants to be perceived by its customers, brand personality is a set of human characteristics and/or personality traits linked to a brand:
