Milestone 2, consumers behavior and branding
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Milestone 2, consumers behavior and branding
The relationship between consumers behavior and branding
Curated by Wincy Cai
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Four Key Strategies for Building Emotional Connections with your Customers - Communico Ltd.

Four Key Strategies for Building Emotional Connections with your Customers - Communico Ltd. | Milestone 2, consumers behavior and branding | Scoop.it
Wincy Cai's insight:
—This article analyses 4 key strategies for marketers to build emotional connections with their customers. Emotions are at the center of consumers' needs and wants, and their choices are influenced by emotional factors. Emotions  affect consumer behavior and consumers make purchase decisions with the help of a subtle play between thought, reason, and emotion. Marketers should have a better understanding of consumer's buying behavior and decisions making. It is really important for marketers to make emotional connections with their customers.
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Stella Gao's comment, April 9, 2013 6:52 AM
Research shows that consumers always inflenced by their emotions during the process of purchasing. So building a connection with consumers' emotions will be effective and important to marketers. Marketers should think what customers' needs and wants.
Bk Chin's comment, April 9, 2013 8:40 PM
This article helped me to understand better about importance for business to build emotional connections with consumers by providing 4 key strategies. I agree that companies should always be aware of consumer feelings towards their products and understand consumer's buying behaviour and decisions making.
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Brand Strategy & Integrated Marketing Communication

Brand Strategy & Integrated Marketing Communication | Milestone 2, consumers behavior and branding | Scoop.it
Your brand strategy is how you choose to identify your company through its marketing. For example, if you want to appeal to wealthy women in their 30s, your brand strategy would be to create an ...
Wincy Cai's insight:

Brand strategy and IMC go hand in hand, they are closely connected and one thing causes the other. IMC achieve started brand and communication objectives, and  provide the bridge between brand strategy and actions taken to build the customer and other stakeholder relationships. 

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Lance Holland's comment, April 8, 2013 5:08 AM
This article highlights the importance of maintaining and building a brand. It is a drawn out and well detailed thought process that demands constant attention and changes. brands cannot maintain themselves and require professional, logical maintenance to stay successful otherwise consumers will forget about it.
Sashika's comment, April 8, 2013 11:25 PM
This article reiterates what many others do in the sense that it emphasises the importance of brand image and creating a strong brand image by using IMC. This article however, differentiates itself from others by using brief yet informative examples and information. It talks about branding, IMC, building a brand and maintaining a brand. It illustrates the many ways to go about creating a strong brand image , and the importance of communicating the same message through different sectors of the marketing mix.
Yangyu Wang's curator insight, August 20, 2013 1:03 PM

This article explains when starting business, your business mission will define and build your brand. Also your brand strategy is how you choose to identify your company through its marketing. To achieve that, different marketing communications channels supports each other, and “the consistency reinforces the messages in your customers so they remember you.” Thus, IMC tools plays a major role in the process of developing and sustaining brand identity, such as make contacts with customers, strengthen bonds, deliver the branding message and build customer relationships. Brand identity is an asset to company, it’s not only a name, symbol, logo, trademark or other tangible qualities, but also intangible qualities like image, knowledge, service, positioning strategy etc.

 

Sometime a favourable, strong and unique brand identity even has positive impacts on brand equity. In fact, the value of a brand equity is derived from both the marketer’s and the consumer’s activities. Both brand image and awareness just as constructs related to costumer-based brand equity (Keller , 1993). So in this case, the author the indicates the importance of having a brand equity strategy, and also emphasizes the relationship between IMC strategy and brand management.   

 

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Strategies Successful Companies Use To Build A Strong Brand

Strategies Successful Companies Use To Build A Strong Brand | Milestone 2, consumers behavior and branding | Scoop.it
Over the course of our lives, we build loyalties to certain brands. It is a process that starts extremely early, before we have any idea what a brand i
Wincy Cai's insight:

This article alalysis how to build a strong brand through the branding tips. Building and maintaining brand identity and equity require the creation of well-known brands that have strong and unique associations in the mind of the consumer. Brand equity is as important as asset because strong brands have the power to command a premium price from consumers as well as in investors. A strong brand seemed what mostly can influence consumers decisions during a purchasing process. Many consumers have an ease in buying due to IMC, and it will make a good image and reputation of the organization. As a result, a successful company should understand how to use the various IMC tools to make such contacts and deliver the branding message effectively and effciently. 

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Leon Thomason's comment, April 4, 2013 10:42 PM
It is very important for a company to be able to deliver an integrated message effectively and in doing so a company can build a positive brand identity which often drives sales and creates brand loyalty. Brand loyalty creates a strong brand and with a strong brand as Wincy has stated it is very easy to command a premium price.
Stella Gao's comment, April 6, 2013 2:11 AM
Consumers will establish brand loyalty with a strong brand. They trust the quality products and services of the strong brand.Because strong brands have built powerful brand images and have a loyal customer base.