AboutLeo Lingham Expertise I can answer questions on marketing, marketing planning,
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Expert: Leo Lingham Date: 5/18/2008 Subject: Brand and marketing chanel image
Question Why should marketing channel image be consistent with the brand image
Answer NG'WANDU,
HERE IS SOME USEFUL MATERIAL.
REGARDS
LEO LINGHAM
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A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbols such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.
Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.
HENCE THE MARKETERS THROUGH EXPERT MARKETING
CREATE THE BRAND EQUITY.
The Seven Components of Brand Equity
Brand Permeation: a weighted combination of brand and advertising awareness and
availability (i.e., distribution).
Brand Distinctiveness: a weighted combination of measures that indicate brand
differentiation, uniqueness, and superiority.
Brand Quality: An overall assessment of the brand as a whole and its line extensions in
terms of its overall reputation for quality of product or service.
Brand Value: A weighted combination of measures that reflect the extent to which the
brand delivers what buyers pay for—often known as “price-value.”
Brand Personality: The extent to which the brand’s image is congruent with who the
buyer is or wants to be.
Brand Potential: The extent to which consumers will pay more for, go out of their way
for, or are willing to try this brand’s new products, services, or line extensions.
Competitive Inoculation: The extent to which the consumer would stick with the brand
in times of adversity or competitiveness.
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HENCE THE BRAND REFLECTS
BRAND NAME
BRAND IMAGE
BRAND LOYALTY
BRAND POSITION
BRAND PACKAGE
PERCEPTION
MOTIVATION
ATTITUDE
PERSONALITY
SOCIAL
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THE MARKETERS TRY TO PUT THE BRANDED PRODUCT
IN FRONT OF THE CUSTOMER IN EXACTLY THE SAME MANNER.
FOR WHICH THEY USE A CHANNEL FOR DISTRIBUTION.
SO THE CHANNEL IS '' THE ARM OF THE MARKETING''
OF THE BRANDED PRODUCT.
Marketing Channels is the path or route taken by goods and services as they move from producer to final consumer; in addition to the goods and services themselves, title, information, promotion and payment also move along the marketing channels carry.
HENCE THE CHANNEL MUST RELECT THE IMAGE OF
THE BRAND.
When an organisation is embarking on a channel marketing strategy, it needs to consider all the parameters that will encompass customer communications, customer value modelling, partnership marketing, customer service operations, marketing technologies, and distribution.
CHANNEL Partners must have the right positioning and market exposure in order to drive up sales in a real and meaningful way and thereby to increase profits.
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