Article2009

Building strong brands in a modern marketing communications environment

1,143 citations0/0 files storedJournal of Marketing Communications

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed.

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References

1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Building Strong Brands 1991Managing Brand Equity 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2006The Service-dominant Logic of Marketing: Dialog, Debate, and Directions

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2014Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement 2014The effect of social media communication on consumer perceptions of brands 2012Are social media replacing traditional media in terms of brand equity creation?2018THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY 2020The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge 2018Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops 2020Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience 2016

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