Branding is an important part of the marketing process. Building a global brand helps in the process of generating awareness of the product or service and allows consumers to know what to expect from the brand.
Effective branding cannot be achieved without a strategy that includes communicating the brand to the consumer. Digital Marketing, as a global branding strategy, can be the most effective way to improve your brand image and help people to recognise your brand. This can include the use of social media, internet advertising, pay per click and email marketing.
For an organisation or brand of your choice, explain the characteristics and principals of branding and consider the benefits to both customers and companies. Within your answer, you should consider:
- Why is the value of a brand important and explain some of the issues associated with brand equity.
- Understand and describe the configuration and role of the marketing communications mix.
- Discuss some of the issues associated with managing marketing communications, including integrated marketing communications.
- Give some examples of digital marketing and how these channels of communication can be beneficial in an international marketing strategy.
You will be expected to make full use of appropriate academic sources (textbooks, journals etc.) but can draw upon reputable commercial, news or other online sources to help illustrate your answer.