Brand Management Impression on Consumers

Question: Discuss about the Brand Management for Impression on Consumers. Answer: 1. To create an impression on the consumers, a brand must communicate with the customers effectively. Apart from utilizing advertising as a strategy for promoting the brand, Monsanto could have framed a marketing strategy which would include marketing through channels such as email, online marketing, and event organization. PR and social media can be very useful for a brand's exposure. Logos, jingles, symbols, and slogans create long lasting impressions on the minds of the consumers. All these must be unique in their way. The logo must represent what the brand stands for (Kapferer 2012). The brand can promote its products through sponsorship. The company can promote itself through an exhibition. In the exhibition, the company can make people fill up order forms. Also, the company can connect with the customers on a personal level. Apart from interacting with consumers, the company must interact with them as people. The company can tell about its beginning, its products, and how they will be effective. In the modern world of highly advanced technology, blogging on social sites may prove to be very beneficial (Kelley et al. 2015). This is the community approach through which the company can create and increase its brand value. This method is useful as it helps the consumers to understand the brand and its products in a better way. The company is thus able to understand the social context in which it is operating. Guest blogging can be utilized to increase brand awareness within a community or industry. Moreover, the owner of the company can publish articles in print or on the company website to earn a reputation. Social sites like Facebook and Twitter are also a very helpful in creating awareness about a brand. The company must conduct a research and then decide upon the kind of media that must be utilized to communicate with the target market. The brand must gain as much information possible about the target market. The brand can utilize various marketing approaches such as the economic approach or the identity approach to market itself. The brand must approach keeping in mind the possibilities to manage itself through marketing mix which includes product, price, placement, and promotion. The company must focus on quantitative data to adopt this approach. These factors can be manipulated to affect the choice of the customers (Balmer 2012). 2. Roundup was a brand strategy utilized by the company to promote its product through television. It was a combination of PR, television, and point of sale. It was a television campaign that was highly successful. The campaign gave a clear explanation of the brand, its use, and safety. The use of kids, flowers, and back garden ensured the safety. The advertisement campaign spread awareness among people who knew nothing about the weed killer. Labeling, point of sale, and packaging were useful in reinforcing the message that a Roundup trigger spray would kill weeds faster than anything. The tone of voice utilized in the advertising may be one of the factors behind its success (Businessreviewaustralia.com 2016). New shapes of material and packages proved to be a factor which made the brand stand out from its competitors. Utilization of PR was also beneficial in generating interest among the buyers. The company was able to show that it strove for generating a green environment. Media co mmentators in the horticulture site of the company were also very efficient in creating brand awareness. The brand promotion resulted in reversal of brand apathy. Retailers who were earlier reluctant to buy the product now signed in national contracts with the company (RoundUp 2016). The company can incorporate in-store promotion through discounts or point of purchase marketing strategy. The company can offer discounts to customers who buy massive amount of weed killers. It can also give a free package to the customers. To ensure that they buy the same weed killer again, the company can also offer a sapling for garden. References Balmer, J.M., 2012. Corporate Brand Management Imperatives.California Management Review,54(3), pp.6-33. Businessreviewaustralia.com. 2016. Business Review Australia - Australian Business Magazine Website - Australian Business News. [online] Available at: https://www.businessreviewaustralia.com/ [Accessed 20 Sep. 2016]. Kapferer, J.N., 2012.The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers. Kelley, L., Sheehan, K. and Jugenheimer, D.W., 2015.Advertising media planning: a brand management approach. Routledge. Rosenbaum-Elliott, R., Percy, L., Elliott, R.H. and Pervan, S., 2015.Strategic brand management. Oxford University Press, USA. RoundUp. 2016.Roundup Weed Killer and Grass Killer - Lawn Garden and Walkway Weed Control. [online] Available at: https://www.roundup.com/smg/gosite/RUP/home [Accessed 20 Sep. 2016].