Strategic Brand Communication Essay Example | Topics and Well Written Essays - 3000 words

Strategic Brand Communication - Essay typefaceBuilding shuffle equity requires communication effectiveness. If the grime equity is high, consumers may be willing to treat these communications more favourably (Keller, 2009). However, today companies have evolved from these stages of mail management and as per Goodyears set many organizations have evolved and reached the stage where brand is viewed as a policy (McEnally and De Chernatony, 1999). Brand communication has evolved from portion consumers organize their knowledge about products and wait ons based on the mental structures enabling them to clarify their close making. Brand communication must also be directed at employees as they are an important part of performing the brand. The Body snitch is one such company where its employees live the brand. stigmatisation is the means to distinguish goods of one producer from another. Referring to a brand means the product or service has created certain amount of awareness, pro minence and reputation in the market place (Keller, Parameswaran and Jacob, 2008, p1). Developing employees to participate in the brand and live the brand is known as internal branding. Consumers can form brand associations in a variety of ways other than marketing activities. ... In other words, employees communicate the brand with their activities. Communication directed at employees has several dimensions. First, employees must know what they are expected to project. This implies that employees must gull messages that are consistent, frequent and in alignment with the organizational mission, vision and core values. Employees understanding and knowledge of the craved brand is necessary to facilitate brand communication. Employees must have the capacity to internalize the desired brand pic and then reflect it to others. This suggests that the organization or the leader must first demonstrate the values. Anita Roddicks concern for the environment manifests itself in the plan of The Body Shop (Argenti and Druckenmiller, 2004). The leaders own temperament can help shape the personality of their companys brand. This is evident from the way that the leader created the brand image without engaging in conventional advertising. The Body Shop created a brand image without red ink in for conventional advertising (Keller, Parameswaran and Jacob, 2008, p57). It strongly associated with personal care and environmental concerns as it used simply natural ingredients and never tested on animals. They communicated this message through advertising which helped build the brand image of an ethical company. Their environmental concerns are also communicated through packaging which is simple, refillable and recyclable. Staff at The Body Shop is always encouraged to be enthusiastic and informative about environmental issues. Their sourcing policy also communicated their brand image they use local small producers from around the world. They engage in social action political platform which