Brand Image and public relations
People used to select product, which they are familiar with, and well known before choose it. This kind of psychology state refers to aided brand awareness. So how can we get it?
People have cognition about brand image, which based on all kind of brand factor, such as quality, label, package and reputation. The basis of build Brand image is find its proper publics.
Quite a lot of people like to drink cola, when we ask coca cola or Pepsi. They may need to think a second, and then give you a possible answer. For me, there is no difference to drink whatever Coca cola or Pepsi; they are both the same drink. The only difference is which one now has more appearance in TV or magazine. 1993, Pepsi have re-positing their target public is young people, so they designed many imaginative advertisements, such as:” shark, spaceship”, this have made an obvious boundary with older consumer, they went into young consumer.
1994, Pepsi have invested 5 million invited Michael Jackson to act its advertisement, which have extremely successful, no more than 30 days, Pepsi’s selling increased a lot.
Here we can see, the most success of Pepsi is there nicety-marketing position, the most important role of public relations is to save money for organization which though manipulation all connection with organization and its publics.
So what I believed is brand image is a kind of capital, it is should has unique personality.
Your topic interest me a lot, it's quite interesting. Coca- Cola is the brand of brands, an example of "how you must build the corporate visual identity".
ReplyDeleteAs you corrrectly point out, intangible values start having relevance nowadays, much more if you have a high level of competence. There's a famous studio carried out in 2004 in Texas (USA) in which a group of neurosurgeons realized that consumers have troubles to distinct the taste between Pepsi or Coke, but there exist some other factors in our brains that affect our decision. The studio was published in Media Guardian:
http://www.guardian.co.uk/world/2004/jul/29/science.research
So then, we can think that work in the identity of our brand is not just a matter of the need of doing marketing in a specified moment, but also it's something in which every company should work in order to create the "personality" of the brand in long terms (and PR have a lot to say in this).
We should remember that Coca- Cola is a centenary soft drink, that have been capable to readapt to all the changes (publics, tastes, culture, politics, economy, crisis, values...). Probably we can consider that the clue is that it's much more than a brand. It's part of the contemporanean history, it's part of our lives.