BRAND MANAGEMENT AND COMMUNICATION

Brand Management and Communication



Brand Management and Communication

Introduction

Build and develop the consistent brand is not an action that is done in the overnight. It is a "trickle down" to fill the glass. When the light of comparative substitute or substitutes the power of influence is high, the image works as a catalyst in the sales process, when power is low, an inhibitor of the sale. The environment is harsh, and even if organizations are good at what they do, or are on top, not necessary to survive for a longer period. Reach can be easy, but staying is harder. One of the fundamental laws of success made to transcend that if adding "light shadow weighs more than keeping the brand strong, consumers would be ready to buy, sell and dream in any project, no matter or area, or magnitude they are involved.

The commercial and business advertising is a great tool for creating and maintaining brand. In fact, marketers and creative strategies designed and implemented for years or even decades, with the objective of creating brand or product according to consumer's choice. Organizations should break down myths perseveres with momentum and decision, without any fear of risk. Fame and money are not the essence of winning. Of the proper management, of branding is highly dependent on achieving fame and distinction. Consistency closes the process of building the image of the brand. When a product is consistent in relation to their promises, then the brand can act as a catalyst to accelerate the clout to close sales. Without consistency, brand development is a bubble.

Discussion

The fundamental value of any brand is the consistency and not credible promises that things can not be met or who promises each day promises something different. Meeting a brand promise is not always a goal, since it depends on subjective assessment of consumers. And when they receive information about the brand and its products, define expectations regarding the product or service that must be fulfilled when in contact with him. If not, it generates the "process of destruction of marks," something that is not much written yet, which has two manifestations: loss of credibility (do not buy that brand again), and at worst cases enable the negative requirement (the consumer will try not to buy the other brand) (Patricia 2008, 88).

Another factor that significantly affects the consistency is credibility. Many brand managers sometimes get bored of your advertising because they see every day, and feel the need to change, even when the consumer is even aware of the proposal and the values of the brand. Something similar happens to us many times to the agency, instead of spinning the nut to screw better value proposition, sometimes decided to tighten any screws, so that the former is fixed and each passing day, will be more around loose (Rogers 2003, 54).

This implies that relations between agencies and brands should ideally be unambiguous (two agencies will not understand or be able to convey the brand promise consistently in form ...