E-Business Strategy Session 5 - Market Communications and Beranding

MARKET COMMUNICATIONS
Marketing communication is the process of informing, reminding, and persuading the consumers about a particular product or service. A brand is the name, logo, symbol, or design that is the unique identity of a particular product or service. It differentiates that particular product or service from other products or services in the market. A brand exists in the minds of the consumer. The consumers identify with some associations when they hear the name of the brand. Stronger is this association; the more successful is the brand. An intense promotional program is imperative for the establishment and sustenance of a brand over time. The paper examines the role of marketing communications in branding.

BRANDING
Brand marketing is the art/science of making the right impression on prospects. It’s the active process of discovering, developing and bringing the right image or identity of your company to the marketplace. Too often, clients are focused on the later stages of the brand identity development process, such as the presentation on a Web site or advertisement in a magazine.
Effective Brand Marketing is a complete process of researching the market and developing an image for your corporate identity, and then engineering its presentation at optimal times and places. Since search engine users are looking for a specific product or service, having your well-constructed brand presented in search engine listings, is perhaps one of the best brand impressions you can make.

ELEMENTS BRAND MARKETING
The elements of brand marketing are:
• Target market research: collecting information on prospect needs and preferences
• Features and benefits: identifying target prospects are interested in and which will move them to purchase
• Brand presentation: designing a web page that maximizes the impact and impression of your business.
• Brand experience: creating a Web site or other advertisement that makes the users meeting with your product or service memorable, fun or useful.
A strong brand is a big asset both online and offline. On the Web, creating and building a well-differentiated brand is worth the challenge. It's not enough just to reach customers today. You have to reach them in a way that is compatible with their beliefs, language, needs and expectations.