BRANDING & COMMUNICATIONS

Branding & Communications

Branding & Communications

Introduction

Companies apply marketing strategies to communicate with customers and make them aware about the diverse features of their products and services. Marketing and advertising approaches are considered to be an important part in a strategic plan as they attract the target customers towards a product or service (Grewal & Levy, 2010). Businesses often employ different ground-breaking or modern selling practices to gain a competitive edge over their rivals and lead the market position. It is very important for companies to market a strong brand or product. Branded products always inspire the feeling of trust among buyers, loyal customer base and reliability. Without branded products, a company would not be able to differentiate itself from the rivals.

Branded products hold popular position in the commercial sphere. They are getting strong foothold and grip in educational settings as well, especially among universities who want to look different in an attempt to attract the best pool of learners, the most experienced staff and great research endowment. As global competition is rising for these significant resources, powerful brand can show the real difference between success and failure (Beard, 2008).

In essence, a brand is the rational and psychological bond buyer's form with a particular company. Any branded product or service consists of several elements, both tangible and intangible in nature. It is based upon all the things company states and performs; its values and standards, the experiences it gives; and the real meaning of the product it communicates. It is a way to make people aware and knowledgeable about the product and the company in an encouraging manner. The negative aspect to advertise branded product is the challenge to determine the effectiveness and success of a promotional activity. This whole process — whether carried out by online networks or offline channels—requires ample time.

Communication is another factor that holds prominence in the branding of products and services. If the message is not communicated well, then it probably raises ethical concerns and affects the target market. Promoting products and communicating the message successfully is very important to determine market success. It will help to generate value of the product and boost company's image. Forming, developing and managing superior brands, like Gucci, Jimmy Cho, Nestle require exceptional insights, great innovation, resourcefulness, thorough market research and eventually, highly focused communication tactics and approaches.

Ethical values carry an imperative position in the growth and nourishment of any individual or commercial relation. These values help society to determine the acceptable behavior and distinguish between right and wrong. It is integral for market analysts and advertisers to recognize the affect ethical values have on marketing communication strategies. They must develop incorporated marketing communicative approaches considering the relevance of ethics in the marketing discipline (Davidson, 2002). This forms the background of this study that will critically discuss the issue of ethical values in marketing communications from both the organization, as well as the consumer's perspective. Moreover, it will discuss to what extent companies should be ...