Thursday, December 12, 2019
Role of Marketing Communication In Brand Development
Question: Describe about the Role of Marketing Communication In Brand Development. Answer: Introduction Tuskej, Golob and Podnar (2013) stated that Integrated Marketing Communication (IMC) is required within an organization to develop the brand as it monitors the marketing components as well as data to control and influence the information of brand to the customers. With the use of advanced digital platforms, there are growing numbers of ways by which the organization can communicate with the customers (Pavlou Stewart, 2015). IMC brings communication via community channels such as advertising, events, sponsorships as well as promotions. These channels are used to deliver unified messages to the potential as well as existing customers. Kurthakoti, Balasubramanian, and Summey (2016) opined that the marketing communication tools enable the interactions as well as engagement of consumer to strengthen the brand relationships as well as enhancement of the brand experiences of the organizational products and services. Barker (2013) argued that the marketing communication is vital to the B2B and B2C companies. It also maintains the brand value as the modern customers are expected to able to interact with the brand before and after the purchase of the product or service. Karjaluoto, Mustonen and Ulkuniemi (2015) discussed that using the marketing communication tool, it helps the organization to build relationships and meet with the requirements of the targeted market by taking customer feedback. Problem Statement The topic is about the role of the marketing communication in the development of brand. The problem the organization faces while developing their brand are that the researcher is confused to choose the best marketing communication tool for developing their brand (White, 2012). Each organization is functioning in different business operations; therefore, the use of communication technique is also different. The problems regarding this give an impact on the business operations of the organizations (Petek Konecnik Ruzzier, 2013). It has affected their organizational goals and customers requirements. The data are created from various sources, which should be both structured as well as unstructured. Aims and Objectives The aim of the research study is become familiar with the role of marketing communication in development of brand. The objectives of this particular research study are: To identify the role of marketing communication in the development of brand within an organization To identify the issues the organization faced while developing the brand To overcome with the issues in marketing communication techniques to promote the brand Methodology The research is based on mixed research methodology since it permits approaching composite phenomenon in organized way. Using the qualitative approach, in-depth interviews are conducted to capture understanding of brand experts opinions. Even using the quantitative approach, the data are collected using the survey (Al, 2013). A questionnaire is prepared on the selected topic as well as it is being distributed among the employees. Research Design In this study, explanatory research design is used to understand the role of marketing communication to develop the brand of the organization. This research design justifies the nature of the problem as well as its specified purposes with the skills and knowledge. Data Collection Method Two types of data collection are used such as primary uses to collect the data using survey technique (Al, 2013). In the secondary data collection method, the data are collected using reviewing the journals, blogs and magazine articles. Data Sources The brand experts are interviewed as they are dealing with the brands happening every day basis and the general observation about the brand actions (Hantrais, 2014). Data Analysis Survey is used to collect the data from the brand experts. By surveying on the prepared questionnaire, the researcher can get the statistical outcome on the selected topic. References Al, S. (2013). Interpretive research design: concepts and processes.International Journal Of Social Research Methodology,16(4), 351-352. Barker, R. (2013). Strategic integrated communication: An alternative perspective of integrated marketing communication?.Communicatio,39(1), 102-121. Buil, I., De Chernatony, L., Martnez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation.Journal of Business Research,66(1), 115-122. Hantrais, L. (2014). Methodological pluralism in international comparative research.International Journal Of Social Research Methodology,17(2), 133-145. Karjaluoto, H., Mustonen, N., Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications.Journal of Business Industrial Marketing,30(6), 703-710. Kurthakoti, R., Balasubramanian, S., Summey, J. (2016). Understanding Consumer Attitudes Toward Web-based Communication Tools.IJMS,8(3), 1. Pavlou, P. A., Stewart, D. W. (2015). Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix. InNew Meanings for Marketing in a New Millennium(pp. 218-222). Springer International Publishing. Petek, N., Konecnik Ruzzier, M. (2013). Brand identity development and the role of marketing communications: brand experts view.Managing Global Transitions,11(1), 61-78. Tuskej, U., Golob, U., Podnar, K. (2013). The role of consumerbrand identification in building brand relationships.Journal of business research,66(1), 53-59. White, P. (2012). Multimodalitys challenge to marketing theory: A Discussion.Journal Multimodal Communication,1(3).