1.Define brand strategy -Elements -Important 2.Arguments for internal or external brand strategy development -Examples 3.Advantages/disadvantages of different brand architecture strategies -Examples
Brand strategy
Brand strategy is the promise from your company, product or service and the benefits being delivery
Firgure 1: Brand strategy - Branding - Brand
As the firgure 1, brand strategy is the package of business objectives, consumer need, market insights that can generate the Brand identy and image through the Brading process.
Why do we need a brand strategy? The important of brand strategy is creating a guideline and a coherence for the branding. Without a clear and strong brand strategy, it is very hard to build the brand identity and brand image in consumer. http://goeastdesign.com/brand-vocab-brand-strategy-vs-branding-vs-brand/
According to Gary Amstrong and Philip Kotler in the book Marketing an introduction, IMC is a strategy that carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. The main goal of integrated marketing communication is create one unite image and message across all communication channels because there is a shift to a richer mix of media and communication when the consumer is getting more and more information through different channels. 2. How to create IMC in organization? The concept of IMC is one message across all the promotion tools To get the better control all over thousand of company activities, the role of marketing communication manager who takes care of company's communication efforts should be appointed. However, the most important thing is that the carefully selected promotion mix that can generated the most benefits for company. Depend on what type and what size of company, we can choose different promotion mix that includes these promotion tools: -Advertising: reach masses of buyers. It create positive image about company success. It also help company dramatize products through visuals, sound, color,..However, advertising is more one way communication. -Personal Selling: most effective tool in building up buyers' preferences, convictions, and actions. Buyers feel a need to listen and respond. However, it is very expensive. -Sales Promotion attract consumers' attention. offer strong reasons to purchase. However, it is only for shorst-term boost but not good for long term branding and customer relationship -Public Relations: News stories, features, sponsorship and events seem more real and believable to buyers. However, marketers tend to underuse PR -Direct Marketing or Digital Marketing:
Nowadays, companies are facing with a the fast development of technology to increase the speed of data and information flow. With these challenges, the communication with state holders become more demanding and necessary for corporates. From the term "publics relations" of the 70s, which mainly focus on communication with the press, companies and organizations are changed to "corporate communication". This is when corporates starting to building the image of the organization as a whole and how to presents itself to all its key stakeholders. (Joep Cornelissen - Corporate Communication A guide to theory and practices, 2009)
Corporate communication includes corporate design, corporate advertising, internal communication to employees, issues and crisis management, media relations, investor relations, change communication and public affairs. In the other words, "corporate communication can be recognised as a management function that is responsible for overseeing and coordinating the work done by communication practitioners in different specialist disciplines such as media relations, public affairs and internal communication." (Joep Cornelissen - Corporate Communication A guide to theory and practices, 2009). We can also approach this term as an management tool to achieve harmonisation of all the used form of internal and external communication to create a favourable basis for relationships with dependent groups. It involves a lot of activities like: planning, coordinating and counselling the CEO and senior managers in the organization as well as skills in producing and disseminating messages to relevant stakeholder group. (Joep Cornelissen - Corporate Communication A guide to theory and practices, 2009)
We can give it a simple definition: Corporate communication is a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining the favourable reputations with stakeholders groups upon which the organization is dependent. (Joep Cornelissen - Corporate Communication A guide to theory and practices, 2009)
How to communicate with different stakeholders?
Stake holders for corporate communication can be classified in Stakeholder salience model
1. Dormant stakeholder: have the power to impose their will on others but have no interaction with the organization 2. Weak stakeholder: Those who posses legitimate claims but have no power to influence the organzations 3. Demanding stakeholders: Those who have urgent claims but neither power or legitimacy to enforce them. 4. Dominant stake holders: who have both powerful and legitimate claims: strong influence: employees, customers, owners and investors 5. Dangerous stakeholders: who have power and urgent claims, they may resort to coercion and even violence. Ex: Philips, in the march 2002, an armed invidual held several people hostage in Rembrant tower in Amsterdam to protest against flat screen TVs
6. Dependent stakeholders: lack power but urgent claims like local community near factories 7. Ultimate stakeholders
Most of the time we will not directly communicate with dorment, weak and demanding stakeholder. We will focus on communicate with the rest.
To communicate with stakeholders we can follow the stakeholder communication: from awareness to commitment firgure:
Effective communication In the video below, we can easy found out how we create a effective communication for corporate is great a story that enhance an emotion that the brand want to present
