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Session 2 Communications and branding - Coggle Diagram

- - - - being negative eg burger king with mould on burger
- - - - messgae
        
        reciever
- - - - feedback loop,
      - noise
      - macro-model of communications illustrates that communications should be a circular process and not a linear one.
- - - - Brand identity is concerned with the way organisations aim to position themselves or their offerings in the minds of their customers.
      - ‘The notion of brand personality reflects the attempt to generate a sense of affinity between consumers and brands by anthropomorphising the brand, giving it human characteristics (a ‘personality’) in order to stimulate affective and emotional responses from consumers towards the brand. … The goal overall is to make it easier for a consumer to respond affectively to the brand as if it were human, by liking, not liking, being loyal to, being fond of or even loving, the brand’.
        (Hackley and Hackley, 2018, pp. 83–84)
      - Brand identity is closely associated with brand positioning. A product’s position is ‘the way the product is defined by consumers on important attributes – the place the product occupies in consumers’ minds relative to competing products’ (Armstrong et al., 2015, p. 214).
      - connected to each other, as positioning communicates a specific aspect of identity at a given time in a specific market segment within a field of competition (van Haaften, 2017).
      - brands generally try to engage customers on a deep, emotional level.
      - Sound and brand identity
        
        soundtrack
        
        Jingles
    - - Brands have become so important that they are given valuations to reflect their contribution to the total worth of an organisation.
      - brand equity is used to represent the value a brand possesses for both the organisation and its shareholders.
        
        Keller and Swaminathan (2020) point out, there have been various attempts to define the concept of brand equity, and there is still no common viewpoint in conceptualising and measuring brand equity
        
        Having said this, there are two main perspectives on brand equity: financial and marketing.
        
        finanical
        
        definable asset.
        
        annual Interbrand global brand rankings. Interbrand is a consultancy organisation that uses a methodology based on the following measures to rank brands:
        
        Financial analysis: a review of the business earnings
        
        Market analysis: the percentage of earnings attributed to the brand (branding index)
        
        Brand analysis: the strength of the brand as perceived by consumers (brand strength score)
        
        Legal analysis: how well the brand is legally protected. (Egan, 2020, p. 99).
        
        marketing
        
        more concerned with the intangible value and importance of the brand to its customers.
        
        ‘the differential effect that knowing the brand name has on customer response to a product and its marketing’ (Kotler et al., 2017, p. 243).
        
        Keller’s brand equity pyramid, Figure 2.19: The brand equity pyramid
        
        Brand identity: the first stage involves building brand salience or awareness amongst the target audience and, in doing so, creating an identity for the brand
        
        Meaning: the next stage involves communicating what the brand stands for: this involves the performance measures of the brand (how well it meets the customers’ functional needs); and the imagery surrounding the brand (how well it meets the customers’ social or psychological needs)
        
        Responses: customer responses to the brand will involve judgments (on whether it meets their needs) and feelings (about the brand itself or how it makes them feel)
        
        Resonance: this is the pinnacle of the model, being the most difficult to achieve but most desirable to attain. Resonance means that the consumer has established a connection, bond or relationship with the brand.
        
        contains elements form bottom up: Salience, performance, imagery, judgements, feelings. resonance
    - - Aaker (1991, p.109) defines brand associations as ‘anything linked in memory to a brand’, while brand image is defined as ‘a set of brand associations, usually in some meaningful way’.
      - Brand image reflects a customer’s perceptions formed in their memory as informed by brand associations (Woisetschläger and Michaelis, 2012). It is one of the main factors that drive customers to pay a premium price (Persson, 2010).
      - Brand trust refers to customers’ perception of the brand’s ability to perform in accordance with its promises (Chaudhuri and Holbrook, 2001).
- - - - about the actual performance of the brand.
      - focus here is on the tangible and rationally assessed product performance and benefits that satisfy customer needs (Kotler et al., 2019).
    - - connect with the customer at a deeper emotional level.
      - Moral storytelling
        
        telling the audience something significant and meaningful.