MKT/571

MARKETING COMMUNICATION AND BRAND STRATEGY 6

MARKETING COMMUNICATION AND BRAND STRATEGY

Regina Snedecor

MKT/571 Marketing Management

April 15, 2017

Heidi Kelley

Marketing Communication and Brand Strategy

Branding in business is the process by which goods or commodities of a company given names that can easily identify in the market. Branding is an essential thing when it comes to business; this is an active brand has a guaranteed long life; this is because will shift from the commodity itself but settle on the name. Various things attributed to a powerful brand that will ensure that the company will be able to have a product that will sell itself just by the mention of the name. This paper will come up with an efficient manner or rather strategy of setting a brand. Marketing communication, on the other hand, is defined as the plan established by the company so that it can be able to reach its desired customers. The company will have to pick as accurate communication that will help them achieve the market communication plan.

In coming up with a proper marketing plan it is fundamentally based on the objectives of the company, and there are the essential 4ps that are not to be forgotten, they are a place, promotion, price, and product. Situational analysis is used by managers in a collection of data to be able to analyze the internal and external environment to understand the capabilities of the customers and the business climate. The following are the situational analysis when coming up with a brand operational requirement to pick and analyze to be able to understand the dynamics of the environment and the expectations of the clients (Donthu, 2000).

Vision, mission, strategic objectives.

For any successful brand, the needs of the client ought to come first this is because they are the people in whom the business intends to consume the product. Therefore, the vision of any successful brand should be towards customer satisfaction and meet their needs. The objectives of a business are what firstly dictates its survival in the firm. The values and strategic goals of any business should be carried out with the thought of the client this will assist in fulfilling the desires of the customers and coming up with an effective brand.

Strength/weaknesses

For a successful brand to build a SWOT analysis should be conducted, this will be able to identify the place in which the business holds in the market. When strengths identified, the business will be able to capitalize on the power; this will be able to overshadow the weaknesses that identified when the company settled. For instance, a brand that is being set up in the clothing industry, if they had a strength of making clothes with better fabrics compared to their competitors and their weakness is that it would likely face a shortage of supply. The business needs to ensure that the quality of their material does not go down. Making sure that they will be able to stay afloat even if they may not be able to meet the demands of the market (Berry, 2000); this will also apply to the market communication plan they need to settle for a plan that will cover a broad market.

Competitor’s strength/weakness

An essential element since one will need to assess the competitor’s performance in the market and the stakes that they hold in the market. This assessment will lead to the realization. Of the strength and weaknesses of the competitors. This evaluation will be able to provide a ground in which the upcoming brand will operating. For instance, they can take advantage of the weaknesses of their competitor and they will also see how they can bridge in their strength.

Advertising Strategy/Objectives

When a business wants to create a brand, it should settle for an advertising strategy that would be able to connect with the desired clients. With the growth of social media, this could be a good avenue for the company to be able to contact with the customers. The mode of adverting that will settled should not deviate from the objective and missions of the enterprise (Moore, 2006), it should also contain relevant information that will be able to drive the agendas of the company. The need of having an advertising strategy is to ensure that the firm is not only creating awareness of its existence it will be able to push for sales.

Public Relations/Strategies

The relationship between the client and the business, in that for any query or inquiry made by the customer the company will be able to respond promptly. Ensure a good business-client relationship maintained. A client has any complaint with the products, how the company handles this and ensures that it does not reoccur is imperative. A perfect strategy is a corporation on its website it should have an inquiry or complaint box; this will involve a direct chat with the employees of the enterprise. In turn, build the brand of the company and its effectiveness in responding to complaints filed by customers or potential customers.

In summary coming up with a name is directly proportional to the market mix, an investor needs to take time in understanding the market mix from which he or she will be able to run a brand efficiently. In coming up with a brand, communication is also important since the brand does not rely on itself to grow but rather on external factors. Therefore, the suggestions for any brand to become the mode of communication used to create its awareness should be practical and related to the vision, mission, and objective of the company

Reference

Berry, L. (2000). cultivating service Brand Equity. New York Free press.

Donthu, B. Y. (2000). An examination of selected Marketing mix elements and Brand Equity. Academy of Marekting sceience.

Moore, P. (2006). Brand name strategies in the service sector. Journal of Consumer Marketing.