How does marketing communication build and maintain strong brand?

Type :

Market study

Pages :

9 pages

Format :

.doc

Published date :

01/12/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction.
Define marketing communication, branding and integration.
1. Marketing communication.
2. Branding.
3. Integration.
How does marketing communication work?
1. Attitudes.
2. Hierarchy of effects models.
3. Black box and consumer behaviour.
How does branding work, functional, rational and emotional platform.
1. The name of the brand.
2. Communication strategy.
3. New product.
4. Competition.
5. Advantages of branding.
6. Perception by the consumers.
Conclusion and recommendation.
Bibliography.

Abstract

The challenge for a lot of companies nowadays is to adapt their traditional functions and operations to the new world. They have to integrate marketing. Today, it is important to build a relationship with the customers. This is the key to finding, developing and having loyal customers, so marketing communication (M.C) has got an important role. Global organizations have to organize around customers and prospects. They do not only have to organize their operations and activities around products and services. Customers have more influence than ever before. They have access to more products, channels to buy and they have more sources of information. Companies have to communicate about their products or services because of the competition. Brands have to be unique and be different to the others to maintain a competitive advantage over the increasing competition. It is important to inform people about the new products, the change of them, the politics of the company...
Mercedes Benz, for example, has invested billions of dollars in 2005 in order to be the top brand and to make a good quality of its image and its products.