Integrated marketing communications create consistent messages across brand marketing. Systems are developed to produce integrated marketing communications to ensure consistency. Companies use integrated marketing communications to help build brand equity, as the marketing created during this process demonstrates a consistent message throughout the brand.
It is important to understand how integrated marketing communications work so that a brand's equity can be built and all brand marketing is aligned. When a brand manager develops integrated marketing systems to control the message, they decide what message that will be and ensure consistency through processes.
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Brand exploratory analysis allows a brand manager to understand what a potential customer may think and feel about a product and then what action they might take as a result. This information is useful to help build brand equity and understand the mindset of the consumer. This information is also used to determine what barriers there might be in the consumer thought process as it relates to the product or brand.
A perception listening study is a process set up by a brand manager to understand the mindset of a potential consumer as they use the product that will be promoted. This process will allow the brand manager to better understand the benefits, potential barriers, and attitudes of the brand or product.
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Consumer sentiment encompasses numerous feelings and attitudes about a brand or products of that brand. These attitudes might include values, behaviors, or motivations about the product. For example, a strong connection to the brand may bring strong feelings and loyalty to the brand.
Social listening techniques may be used to better understand the consumer and their perceptions. By listening to a potential customer as they describe a product or brand and picking up on key phrases or attitudes, a brand manager may gain deeper insight into consumer perceptions and any shifts or changes in that perception over time.
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Social media is one way a brand manager may be able to gather information to better determine consumer sentiment. Consumers may like a product, make comments about that product, or express frustrations about certain aspects of the product. All of this is great data to collect to determine what features and benefits to focus on in the marketing of that product.
Other websites or public sources may also be used to collect similar data. These might include government websites, websites that offer reviews of specific products (with a comment section), or numerous social media sites. All of these websites may give a brand manager a better understanding of the brand and how consumers feel about the brand.
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When a company decides that a branch needs to be relaunched, it may occur for a variety of reasons. A brand positioning relaunch strategy may be developed to determine what needs to change. These might include logos or styles and include public statements as well. These brand positioning relaunches may impact sales as they move to change with the times. At times, the brand positioning relaunch may occur to increase sales or gain additional customers.
For example, Washington Federal, Inc. bank completed a brand positioning relaunch a few years ago and is now called WaFd. Their logo changed, marketing was updated, and their mission statement was shortened as a result. This may be in response to the change in culture in the United States when many words were being shortened or combined.
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This vocabulary list includes terms you will need to know to successfully complete the final exam.