Kasems IMC articles for milestone 2
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Rescooped by Kasem Tanom from The discussion of brand strategy, IMC, communications with customers and etc.

Brand Strategy & Integrated Marketing Communication

Brand Strategy & Integrated Marketing Communication | Kasems IMC articles for milestone 2 | 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 ...

Via Wincy Cai, Ryan Xie
Kasem Tanom's insight:

This article points out the fact how brand strategy and IMC works together to help build a brand. It explains the promotional tools in IMC that is needed to build a brand which consists of advertising, sales promotion, public relations and personal interactions. Companies and marketers need to understand the IMC approach and take into consideration these tools as it is the fundamental in building and maintaing a brand.




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.   


Rescooped by Kasem Tanom from Consumer behavior

Neuromarketing: The Science Behind Selling

Neuromarketing: The Science Behind Selling | Kasems IMC articles for milestone 2 | Scoop.it
Neuromarketing is the combined study of marketing, psychology and neuroscience. Understanding it can give any retailer great insight into their own sales.

Via Francisco Teixeira
Kasem Tanom's insight:

This article is very interesting in terms of marketing as it shows us how neuromarketing is the 'science to locating consumers buy buttons'. This article explains in detail the theory of neuromarketing and how it can be a big influence in understanding consumer behaviour. Understanding consumer behaviour is important when it comes to marketing as a company needs to know what the consumer is looking for and expecting in a product or service. If the company has good knowledge and understanding of consumer behaviour then it would be of an advantage when they launch a new marketing campaign which is suited to target consumers.

Wincy Cai's comment, April 5, 2013 11:32 PM
Consumer behavior is an important consideration when constructing a marketing plan.To market products or services successfully, it's important for marketers to understand their consumers behaviour and buying decisions.
Norman Vaz's comment, April 6, 2013 7:25 AM
This was an interesting read, it pretty much focuses on how a company must have a good understanding of what a consumer needs it has to work in providing that to the consumer because in turn if there is information of what a consumer is looking for it would be an advantage for companies as they would better understand the thought process of their demographic.
Gavin Lionheart's comment, April 6, 2013 8:25 PM
This is a very fascinating article how it uses scientific theories to imply marketing. I have never heard of such terms as neuromarketing that is why im finding this article interesting to read. I have learnt by using the brain you are able to reach the consumers emotion and behaviour, rather than assuming consumer adherence to rational self interest.
Rescooped by Kasem Tanom from Consumer behavior

How Emotions Generate $$$

How Emotions Generate $$$ | Kasems IMC articles for milestone 2 | Scoop.it
Who are you loyal to in your life? Your answer is probably family and friends. There is an emotional bond that has been built up between you. This bond is hard to break.

Via Francisco Teixeira
Kasem Tanom's insight:

This article provides good information and survey results to prove their points. It is important for marketers of a company to understand consumer behaviour in order to build a strong and good relationship with customers. Marketers of an organization need to take into consideration customers' emotion in order understand consumer behaviour and their wants and need. This will contribute greatly in generating the income needed to successfully run and expand the company.

Gavin Lionheart's comment, April 6, 2013 8:19 PM
I came across a similar article where it talks about loyalty and emotion by consumers. I agree that us as consumers we trusten our advice from close relatives and friends, therefore if they are loyal to specific brands we are likely to follow based on good judgement. Emotion does drive consumers to purchasing items and can differ towards their wants and needs.
Zhaowei Lu's comment, April 8, 2013 12:57 AM
Yes , the survey shows a fact. It is very important for a business to built a good relationship with different group's customers. For example, I had my own experience in buying a phonecard. When I had purchased a phonecard, It did not work properly, so I went back to customer service center, but one of the worker said to me that if has nothing to do with us, it must be some thing wrong with your signal of your phone, and she went back to her work. The above example is my personal experience, although it was a small thing, but because of the worker did not keep good relationship with me, I never come back there again.
Lance Holland's comment, April 8, 2013 5:09 AM
Emotions are very important to branding. While they do not define everything about branding, they are an essential cog to the wheel which generates brand equity and gets consumers to purchase brand products and services. Generating positive emotions and strong attachments is difficult, but is extremely rewarding when a firm like Apple or Sony gets it right