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Strategic Retail Management and Brand Management
Ein Kapitel aus dem Buch Strategic Retail Management and Brand Management
6 Brand communicationMarketing communications, and brand communication, are the means by compa-nies attend to inform, influence, and remind consumers about the products andbrands they sell. So, brand communication is one of the most important tools whenit comes to establish a dialogue between a brand and a customer, create brad satis-faction, brand loyalty and, in the long run, build a relationship with the customer(Keller, 2013).Designing brand communication is a complex task also due to the rapidly chang-ing media landscape and constantly new options in marketing communications.Several different models can be found in topic-specific literature to explain howcommunication works and describing in detail relationships between elementsand effects of input and output factors. One of the basic models how communica-tion works is Foulger’s (2004) ecological model of communication.As discussed in Chapter 1.4.1 consumers’response to a particular marketing orother internal or external stimuli is a particular reaction that is influenced by manydifferent factors in the consumer’s inside. For marketers and retailers, it is essentialto know why consumers prefer certain products or brands and what influences theirreactions and decisions. The Stimuli (S)- Organism (O)-Response (R) model of con-sumer behaviour by Mehrabian and Russell (1974) examines the whole buying deci-sion process of consumers. Marketing stimuli and other stimuli (economy, technology,politics and culture) enter the consumer’s so-calledblack box(characteristics of thebuyer and the buyer decision process) where all visible inputs cause an observablereaction or response to the stimuli.Foulger’s (2004) ecological model of communication, based on this S-O-R-model,can be used to understand and analyse the main elements of the communication pro-cess of a communication message (see Figure 6.1).Foulger (2004) describes in his model that the communication medium is theproduct of a set of interactions between its primary components, such as messagesusing languages within media. Creators (e.g., marketers, retailers, etc.) create anduse messages that are constructed and consumed within the media. Consumers in-terpret these messages and give feedback, for instance through word-of-mouth, so-cial media activities or conducting a purchase decision.Social media is an increasingly relevant communication channel for manybrands, especially for enhancing brand perceptions. As social media is develop-ing, methods to present brands and communicate with the target audience arealso evolving. Marketers and retailers are constantly looking for new ways to de-liver their messages through their brandsmore effectively to the intended targetaudience. They constantly experiment with various stimuli and measure the ef-fectiveness of those stimuli.https://doi.org/10.1515/9783110543827-008
© 2021 Walter de Gruyter GmbH, Berlin/Munich/Boston

6 Brand communicationMarketing communications, and brand communication, are the means by compa-nies attend to inform, influence, and remind consumers about the products andbrands they sell. So, brand communication is one of the most important tools whenit comes to establish a dialogue between a brand and a customer, create brad satis-faction, brand loyalty and, in the long run, build a relationship with the customer(Keller, 2013).Designing brand communication is a complex task also due to the rapidly chang-ing media landscape and constantly new options in marketing communications.Several different models can be found in topic-specific literature to explain howcommunication works and describing in detail relationships between elementsand effects of input and output factors. One of the basic models how communica-tion works is Foulger’s (2004) ecological model of communication.As discussed in Chapter 1.4.1 consumers’response to a particular marketing orother internal or external stimuli is a particular reaction that is influenced by manydifferent factors in the consumer’s inside. For marketers and retailers, it is essentialto know why consumers prefer certain products or brands and what influences theirreactions and decisions. The Stimuli (S)- Organism (O)-Response (R) model of con-sumer behaviour by Mehrabian and Russell (1974) examines the whole buying deci-sion process of consumers. Marketing stimuli and other stimuli (economy, technology,politics and culture) enter the consumer’s so-calledblack box(characteristics of thebuyer and the buyer decision process) where all visible inputs cause an observablereaction or response to the stimuli.Foulger’s (2004) ecological model of communication, based on this S-O-R-model,can be used to understand and analyse the main elements of the communication pro-cess of a communication message (see Figure 6.1).Foulger (2004) describes in his model that the communication medium is theproduct of a set of interactions between its primary components, such as messagesusing languages within media. Creators (e.g., marketers, retailers, etc.) create anduse messages that are constructed and consumed within the media. Consumers in-terpret these messages and give feedback, for instance through word-of-mouth, so-cial media activities or conducting a purchase decision.Social media is an increasingly relevant communication channel for manybrands, especially for enhancing brand perceptions. As social media is develop-ing, methods to present brands and communicate with the target audience arealso evolving. Marketers and retailers are constantly looking for new ways to de-liver their messages through their brandsmore effectively to the intended targetaudience. They constantly experiment with various stimuli and measure the ef-fectiveness of those stimuli.https://doi.org/10.1515/9783110543827-008
© 2021 Walter de Gruyter GmbH, Berlin/Munich/Boston

Kapitel in diesem Buch

  1. Frontmatter I
  2. Preface V
  3. Contents VII
  4. Part One: Strategic retail management
  5. An overview of strategic retail management 1
  6. 1 Strategic retail management 5
  7. 2 Marketing mix in retailing 139
  8. 3 E-commerce, E-tailing, and digitalization 255
  9. Part Two: Brand management
  10. An overview of Brand Management 295
  11. 4 Strategic brand management 297
  12. 5 Branding decisions 359
  13. 6 Brand communication 367
  14. 7 Branding and digitalization 407
  15. List of References 419
  16. List of Figures 437
  17. List of Tables 439
  18. Index 441
Readers are also interested in:
https://doi.org/10.1515/9783110543827-008

Kapitel in diesem Buch

  1. Frontmatter I
  2. Preface V
  3. Contents VII
  4. Part One: Strategic retail management
  5. An overview of strategic retail management 1
  6. 1 Strategic retail management 5
  7. 2 Marketing mix in retailing 139
  8. 3 E-commerce, E-tailing, and digitalization 255
  9. Part Two: Brand management
  10. An overview of Brand Management 295
  11. 4 Strategic brand management 297
  12. 5 Branding decisions 359
  13. 6 Brand communication 367
  14. 7 Branding and digitalization 407
  15. List of References 419
  16. List of Figures 437
  17. List of Tables 439
  18. Index 441
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