COMM 131 Lecture 12: Class 12 – Brand Communications
Document Summary
Marketing communication is explaining the positioning and the benefits of the brand. Need to know the weaknesses and strengths of the brand. It also needs to be consistent throughout all of the touch points. Are all (cid:373)arketi(cid:374)g a(cid:374)d pro(cid:373)otio(cid:374)al de(cid:272)isio(cid:374)s (cid:862)o(cid:374)-(cid:271)ra(cid:374)d(cid:863) a(cid:272)ross all platfor(cid:373)s (cid:449)hi(cid:272)h (cid:272)a(cid:374) include tv, social media, website and print. Consistency is key for all touch points because the consumer needs to get the same information for it to have a strong influence on them. Brand experiences are evoked when consumers interact with the brand. When we start to interact with the brand at the very beginning (example entering a clothing store) Touchpoints - allow consumers to interact with the brand, and involve both marketing communications but also the indi(cid:448)idual"s o(cid:449)n experience with the brand in various ways. Example the stores of a company all have very similar design, layout, atmosphere, etc. Brand icons and characters aide companies with their brand communications.
