Marketing and Branding Communication

How to communicate the brand through storytelling and social media? 1. What is a brand story and what makes a good brand story? What is a brand story? Brand story is a sort of campaign realized by businesses. The brand stories are experienced and felt. They're not just told by the company and heard by consumers. A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand or your business. Unlike traditional advertising, which is about showing and telling about your brand, a story must inspire an emotional reaction. In this type of ad, you're not putting your product forward but more your company. The brand story is the complete narrative that surrounds a business. It shows not only how you do business, but why you're there in the first place, and how you're uniquely qualified to help solve your customers problems. The brand story brings heart to a business, which facilitate more meaningful connections ...

Integrated Marketing Communication (IMC): 1. What is IMC and what does it mean for a company to follow IMC (is it strategic or an operational tool)? Definitions: 1° Website: Business Dictionary - Achieve objectives of a marketing campaign - Help of a coordinate use of different promotional methods 2° American Association of Advertising Agencies: "Recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, ans sales promotions and combines them to provide clarity and maximum communication impact ." 3° Website: Multimédia Marketing: - Ensures all forms of communications and messages are linked together - Integrate all promotional tools: work in harmony 4° American Marketing Association: - Planning process - Assure brand contact received by a customer for a product, service etc are relevant to that person - Unify all pieces of ma...

Brand architecture and brand strategy Questions: 1. Compare the brand strategies and architectures of different companies. How and why are they different? 2. What brand architecture models do companies you know use? 3. Which brand architectures are good for different products and services? 4. Analyse the brand strategy and architecture of a chosen company. Introduction: Define brand architecture and brand strategy Brand architecture:  The brand architecture is a system which allows the organization of brands, products and services in order to help an audience access and relate to a brand. The architecture should define the hierarchies within an organisation. This is the structure within an organizational entity. It is in the way in which the brands within a company's portfolio are related to, and differentiated from another. Brand architecture is also an important Brand strategy tool that studies and defines the relationship of parent brand with its children ...

Subject: Brand Identity and Brand Symbolism 1. What is Brand Identity vs. Brand Image ? Definitions of Brand Identity : Brand identity is how the business, the company wants to be perceived by consumers.  Components of the brand :  Name, Logo, Tone, Tagline, Typeface. They are created by the brand in order to reflect the value the company is trying to bring to the market and to appeal to its consumers.  Source :  http://www.investopedia.com/terms/b/brand-identity.asp (Investopedia) Brand identity is also the visible elements of a brand that together identify and distinguished the brand in the consumer's mind.  Source :  http://www.businessdictionary.com/definition/brand-identity.html (Business dictionary) An organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. So, how an organization wants to be perceived in a market. Brand identity includes follow...