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| Topic: |
Business
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| Number of pages / Number of words: |
4 / 853 |
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As a result of the fact that a brand promises a constant level of quality.
- The essential characteristic of marketing communications for brand building is long-term consistency. As already mentioned, brand managers are often driven by short-term profit perspectives, using tools such as sales promotion which lead to immediate sales results, thereby neglecting and even damaging the long-term profit potential of a brand...
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The more brand is in the evoked set of consumers, the more probable it becomes that the consumer is going to buy it.
Brand equity components Benefits
Brand awareness Brand in evoked set
Influence on attitude and perceptions
Anchor for associations
Signal or substance commitment
Perceived quality Price premium
Differentiation positioning
Reason to buy channel member interest
Brand extension potential
Strong brand associations Differentiation positioning
High price premium
Memory retrieval potential
Reason to buy
Brand extension potential
High brand loyalty Reduced marketing costs
Trade leverage
Attracting new customers
Time to respond to competitive threats
5) How can marketing communications influence brand equity?
- In general, the role of marketing communications is to communicate the essence of brand personality and provide the continuity for a partnership between the brand and the consumer...
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