The understanding of the interrelation between marketing communication and the development of a brand identity requires determination of the ways in which these communications facilitate the development of the brand identity especially in the HP Company. The effects of marketing communications can be conceptualized in terms of “contact” (Luxton et al, 2014). In this regard, a contact refers to any experience based on information that a consumer enjoys from a brand that includes the consumption of the product and word of mouth. The contacts with consumers can potentially affect the company’s brand equity. Customers can also possess contacts with a brand through marketer-directed communication, such as direct response, interactive advertising; media advertising; place advertising; trade promotions; point of-purchase ad; consumer promotions; sponsorship; publicity; public relations; selling; and event marketing. According to Luxton et al (2014), research indicates that several marketing communications affect brand equity.
Communications are generally viewed as a practice that links up people together and builds relationships. All brands’ initiatives are seen to possess the communication dimension. However, the marketing communications platforms within HP are viewed as the voice to the brand and thus considered to be an essential strategic tool for developing brands. Research highlights that marketing communications play a part in brand development if they are grounded on a unique brand identity (Madhavaram, Badrinarayanan & McDonald, 2005). The notion that marketing communications play a role in brand building was initially presented in the 1960s, when Joyce (1967) developed the theory that ads change attitudes toward brands via the “AIDA” model, which represents Awareness, Interest, Desire and Action (Madhavaram, Badrinarayanan & McDonald, 2005). After that, various theoretic models surfaced with a view of explaining the effect of marketing communication on brands. Nevertheless, today’s marketing communication is seen to contribute in creating high consumer based brand equity.
Delegate your assignment to our experts and they will do the rest.
According to the HP marketing strategies, the most significant aim involved in the marketing communications entails the development of a brand equity. The company uses integrated marketing communications to accomplish high brand equity using marketer- directed brand contacts (Thaichon and Quach, 2016). Their marketing communications involves a highly developed strategic process of business which contributes towards the building of the brand value. Even though systematic research studies on various tactical and strategic aspects of integrated marketing communications are gaining impetus, it is extensively accepted that effectual communication is vital towards enabling the creation of brand image and brand awareness, which add up to brand equity (Thaichon and Quach, 2016). What is more, brand equity has been established as an important spring of competitive advantage within the company. However, due to its significance, HP devotes substantial sums of resources towards the development of strategies that facilitate them in maintaining, as well as building strong brands. More importantly, the company considers marketing communications as the joining factor that facilitates the link between the organization’s efforts and consumers’ favorable responses (Thaichon and Quach, 2016).
Contrastingly, at HP, brand identity does not emanate from factors such advertising, it occurs through the management of the contacts of brand equity through the integrated marketing communications. In addition, the integrated marketing communications, coupled with a variety of communications channels have the ability of creating the highest persuasion effect in customers’ come-across with brand contacts. In reality, through adopting the integrated marketing communications viewpoint, HP marketing department harnesses collaboration throughout several communication channels with the aim of building brand identity across products or services (Thaichon and Quach, 2016).
Resultantly, effective marketing communications within the company enables the creation of brand awareness and an affirmative brand image. These aspects lead to the formation of the structures of brand knowledge that, in turn, activate the differentiated responses, which constitute brand equity. Similarly, the integrated marketing communications strategy critically contributes to the company’s strategic brand identity development since it reinforces the crossing point between the brand identity of the company and that of the consumers, which include brand image and awareness. In specific, we suggest a conceptual brand identity model in which the desired brand identity guides the integrated marketing communications in an effort of developing and maintaining consumer-based brand equity.
The ability of measuring the vigor of the continuing brand relationships has been fostered through the use of advanced technology that enables interactive integrated marketing communications. The comprehension of the nature and value of consumer relationships, it has become practical for marketers to classify consumers based on how they value the brand, as well as the worth of a brand to customers. Where modest relationships subsist, they may be strengthened, and where they are sturdy, they could be strengthened. The marketers can become optimistic in the development of substantial interactions with attractive potential and actual customers through comprehending the reciprocity that should subsist between the two.
Besides, in order for HP to depict the integrated marketing communications that may foster brand identity, they should commence with a highly well-defined brand identity. These elements would allow the company to focus on initiatives that develop and define brand identity. Consequently, the brand managers within the company should focus on communicating the popular brand identity together with each person responsible for the company’s marketing communications practices. Most importantly, after clarifying the brand aims, through clear and accurate communication to the brand stewards, the integrated marketing communication program should initiate. Additionally, regardless of whether external or internal to the company, in case the brand stewards possess an accurate and clear brand identity comprehension, they are capable of developing a comprehensive and strategic integrated marketing communications program that more accurately and clearly communicates the brand identity. Lastly, feedback obtained from consumers, prospects, or even the public about image of the brand and its awareness, as well as the feedbacks from other entities within the business environment, such as competitors, would facilitate brand owners to fine-tune their brand image approach, as well as its integrated marketing communications strategy. Therefore, the company should pay certain attention toward brand-oriented market information from within the business environment.
Consequently, further descriptive research should be done focusing on the reasons as to why the novel marketing communications tools are hardly as all the rage as one may think they are. In addition, the comparison of the brand identity building blocks and the use of novel marketing communications tools within diverse markets is also a very significant topic for further studies.
References
Acheampong, I., & Asiedu, K. A. (2014). Integrated Marketing Communications: A Customer-Focused Approach in Marketing Modern Businesses. SSRN Electronic Journal . doi:10.2139/ssrn.2159874
Jankovic, M. (2012). Integrated Marketing Communications and Brand Identity Development. Management - Journal for theory and practice of management, 17 (63), 91-97.
Kaynak, E., & Zhou, L. (2010). Brand equity, branding, and marketing communication in emerging markets . Abingdon: Taylor & Francis.
Luxton, S., Reid, M., & Mavondo, F. (2014). Integrated Marketing Communication Capability and Brand Performance. Journal of Advertising , 44 (1), 37-46. doi:10.1080/00913367.2014.934938
Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy. Journal of Advertising , 34 (4), 69-80.
Nowak, G., Cole, G., Kirby, S., Freimuth, V., & Caywood, C. (2008). The application of “integrated marketing communications” to social marketing and health communication: Organizational challenges and implications. Social Marketing Quarterly , 4 (4), 12-16. doi:10.1080/15245004.1998.9961011
Petek, N. & Ruzzier, M., (2007). Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View. Journal of Managing Global Transitions , 11 (1), 61-78.
Ratnatunga, J., & Ewing, M. T. (2005). THE BRAND CAPABILITY VALUE OF INTEGRATED MARKETING COMMUNICATION (IMC). Journal of Advertising , 34 (4), 25-40. doi:10.1080/00913367.2005.10639214
Saravudh, A. (2005). Integrated Marketing Communications and Market Planning: Their Implications to Brand Equity Building. Journal of Promotion Management, 11 (1), 101- 125.
Thaichon, P., & Quach, T. N. (2016). Integrated Marketing Communications and Their Effects on Customer Switching Intention. Journal of Relationship Marketing , 15 (1-2), 1-16. doi:10.1080/15332667.2014.965647
