Critical Thinking

A and verbal exposure of a brand to

A
HEIs’ Integrated Marketing Communication message and its negative impact on
students’ institutional selection

Brand
identiy

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

            Fombrun defines Brands as as
intangible assets which reflect
the company’s value and bring competitive advandtages to the company (as cited in Nandan, S.,2005).   De Chernatony and Harris (2001) argue that brand identity
includes values, aim and moral image that together constitute the essence of
individuality that distinguish the brand. Brand identity offers possibility to position
a brand and encourages strategic approach while managing it.

            Planned brand
identity consists of several of subcomponents pertaining to brand elements  (Foroudi et al.,
2014), websites
(Van den Bosch
et al., 2006), social media (Nekmat & Gower, 2012) , advertising(Foroudi et al.,
2014), public
relations (Kitchen et al.,
2008),
direct marketing  (Schultz et al.,
1993a,1993b), place/country of origin(Caemmerer, 2009), brand awareness, image, positioning, and reputation (Foroudi et al.,
2016). According
to Vranesevic and Stancec (2003) ,amongst themselves, brand element such as logo, color and names
is one of the vital subcomponents which stand out the firm’s brand identity and
helps to comsumers recognise it while purchasing. When the customers hesitate
to buy the products, websites may make a strong impact on their
decision-making. Liu and Arnett show that well-designed websites which are in-formative,
convenient and logical would inspire customer’s interest and gain their confidence
(Liu & Arnett, 2000). Besides, social media helps to directly convey the firm’s
message to mass audience as well as targeted audience (Wallace et al.,
2011). Advitising
is also a significant tool to convey the firm’s message to customers (Belch & Belch, 2011). Businesses have to be per-ceived
as members of the social media community in order to use social media marketing
effectively . Companies can benefit from using the social media in numerous
ways, the main goals being to build their customer base, manage the company’s
reputation and find out what their customers are think ing and saying about
their brand and product (Ward, 2012). Fame and brand awareness can
be aided by direct marketing by creating and increaseing visual and verbal
exposure of a brand to the consumer, then creating strong brand associations in
the consumer’s memory (Yoo et al., 2000). Caemmerer (2009) define country of origine is a place of
maufacture, production or growth where a that product comes from and it is
conveyed through marketing communication messages. It is one of the key criteria
for customer to evaluate the product and make decisions (Johansson, 1989). Aaker argues that the awareness effects and guides customers’brand-favor
because people seem to make choices for what they are familiar with (Aaker, 1991). Awareness and image are keys to recognise the brand. Simonson et al. claims that a possitive image may
increase customer-searching rate and their eagerness to discover more channel
about the brand (Simonson et al.,
1988).
Trout and Ries (1972) believe that position can create a position in “prospects
mind”. Foroudi et al. (2014) define
reputation as the overall evaluation of a firm over time.

In the research in 2016,
Foroudi et al. prove that brand elements
, websites , social media,  advertising , public relations and direct
marketing have various affect on planned brand identity. Simultanously, they
conclude that universities should devote more attention to these elements which
can influence perception held by different stakeholder group. In 2009, Urde shows that brand identity has a positive in?uence on
consumers’ awareness of the brand/company and  the brand identity in turn serves as a bridge
between the subcomponents of brand identity and the identity that the customers
perceive. The brand identity is highly important to students’ school
selection. (Rutter et al.,
2017)

  

 

 

 

 

Aaker, D. A.
(1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Jossey Bass, 63.

Belch, G. E., and Belch, M. A. (2011). Advertising and
Promotion: An Integrated Marketing Communications Perspective, 9th ed. McGraw-Hill/Irwin.

Caemmerer, B. (2009). The planning and implementation of
integrated marketing communications. Marketing
Intelligence and Planning, 27(4), 524-538.

Foroudi, P., Dinnie, K., Kitchen.P.J, Melewar, T. C., and
Foroudi, M. M. (2016). IMC antecedents and the consequences of planned brand
identity in higher education. European
Journal of Marketing.

Foroudi, P., Melewar, T. C., and Gupta, S. (2014). Linking
corporate logo, corporate image, and reputation: an examination of consumer
perceptions in the fnancial setting. Journal
of Business Research, 67(11), 2269-2281.

Harris, F., and Chernatony, D. (2001). Corporate branding and
corporate brand performance. European
Journal of Marketing, 441-456.

Harris, F., and De Chernatony, L. (2001). Corporate branding
and corporate brand performance. European
Journal of Marketing, 35(3/4), 441-456.

Johansson, J. K. (1989). Determinants and effects of the use of
‘made in’ labels. International Marketing
Review, 6(1).

Kitchen, P. J., Kim, I., and Schultz, D. E. (2008). Integrated
marketing communication: practice leads 
theory. Journal of Advertising
Research, 48(4).

Liu, C., and Arnett, K. P. (2000). Exploring the factors
associated with Web site success in the context of electronic commerce. Information and Management, 38(1),
23-33.

Nandan, S. (2005). An exploration of the brand identity–brand
image linkage: A communications perspective. Journal of Brand Management, 12(4), 264-278.

Nandan, S. (2005). An exploration of the brand identity–brand
image linkage: A communications perspective. Journal of Brand Management, 12(4), 264-278.

Nekmat, E., and Gower, K. K. (2012). Effects of disclosure and
message valence in Online Word-of-Mouth (eWOM) communication: implications for
integrated marketing communication. International
Journal of Integrated Marketing Communications, 4(1).

Rutter, R., Lettice, F., and Nadeau, J. (2017). Brand
personality in

higher education: anthropomorphized university
marketing communications. Journal of
Marketing for Higher Education, 27(1), 19-39. doi:
10.1080/08841241.2016.1213346

Schultz, D. E., Tannenbaum, S.I., and Lauterborn, R. F.
(1993a,1993b). Integrated Marketing
Communication Lincolnwood.

Simonson, I., Huber, J., and Payne, J. (1988). The
relationship between prior brand knowledge and information acquisition order. Journal of Consumer Research, 566-578.

Trout, J., and Ries, A. (1972). Positioning cuts through chaos
in marketplace. Advertising Age, 43(51-54).

Urde, M. (2009). Uncovering the corporate brand’s core values.
Management decision, 47(4), 616-638.

Van den Bosch, A. L. M., Elving, W. J. L., and De Jong, M. D.
T. (2006). The impact of organisational characteristics on corporate visual
identity. European Journal of Marketing,
40(7/8), 870-885.

Vranesevic, T., and Stancec, R. (2003). The effect of the
brand on perceived quality of food products. British Food Journal, 105 (11), 811-825.

Wallace, L., Wilson, J., and Miloch, K. (2011). Sporting
Facebook: a content analysis of NCAA organizational sport pages and Big 12
conference athletic department pages. International

Journal of
Sport Communication, 4(4), 422-444.

Ward, S. (2012). Social media marketing.   Retrieved January 15, 2018, from http://sbinfocanada.about.com/od/socialmedia/g/socmedmarketing.htm

Yoo, B., Donthu, N., and Lee, S. (2000). An examination of
selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.

 

x

Hi!
I'm Simon!

Would you like to get a custom essay? How about receiving a customized one?

Check it out