BRAND COMMUNICATION AND ADVERTISING

Words and Images can have more than one meaning in Advertising



Words and Images can have more than one meaning in Advertising

Introduction

Words and images make a significant impact on the advertising strategy developed by the brand manager. These strategies often have more than one meaning which affects the branding of a product. This also impact on brand communication strategy of a product, in addition to this it is important for the brand manger to utilize the positive impacts of the words and images as these words and images can bring negative impacts on the brand image of a product like in the case of the Coca Cola Company, in which it is observed that in few advertisements of Coca Cola Company, the images are showing the subliminal perception which brought the negative impact on the branding strategy. So, it is important for the brand manager to use the brand communication that include the use of words and image effectively and efficiently.

Discussion

Organizational strategy is a systemic concept, made up of essential parts which are independently distinguishable but which together forms a new and better strategy which ultimately affect the whole organization in terms of efficiency and effectiveness of the organizational productivity. In advertising, the words and images make direct impacts on the brand image. The sociological and psychological perspectives in brand communication are also considered as the vital and the significant factor for advertising strategy. Brand communication is a vital and a complex task. It requires dealing with the system as well as people within and outside the organization to be competitive in a fast changing technological world. To execute brand strategy an organization requires brand managers who can provide strong guidance with outstanding managerial skills. (Alexander, 2007) As it is understood that, it is important for an organization to know and understand the behaviours and attitudes of the customers and other stakeholder, and to know these behaviours it is important that proper research should be done, which guides an organization like Coca Cola Company to know, understand and implement the sociological and psychological perspectives of consumers.

Words, Images and Brand Manager

It is important for the brand manager to make proper advertising strategies that will make positive impact on the branding of the products and it is only possible if some specific principles are being followed. Here is information about basic principles that must be in knowledge of all brand managers:

Different people will react differently on the brand communication strategy.

Everyone has fundamental interest that should be considered

Advertising strategy may result in the loss therefore brand managers should be courageous to accept it

Expectations from brand communication need to be managed realistically

Courage to deal with fears

The organization like Coca Cola Company should know how these principles will be applied in band communication.

Brand managers can deal with different behaviours of concerned people by proper communication beforehand. Be open and honest about providing facts. Avoid being overoptimistic. Meet their openness needs but in way that they may not set unrealistic ...