Essay Example on Theory-Led Branding: Benefits for Marketing Success

The application of theoretical approaches in explaining how brands help as a method of marketing is critical for the following reasons. It assists an organization in knowing that brands can be used as a significant method of sending information to the population within which potential consumers may exist (Healy, and McDonagh, 2013). It also ensures that the organization appreciates it as a cheap way of marketing. As compared to other methods of marketing, brand as a way of marketing the product is, therefore, an economical way as the organization is only required to use influential names as their brands and to ensure that they produce standard products to make their brand names famous. A famous brand name is prominent to the potential customers and always attracts them into buying the product due to the confidence that the brand gives them. Several studies have confirmed that a brand communicates to the customers and acts as a communication (Healy, and McDonagh, 2013). For instance, by the mention of Apple gadgets to a person, the brand name makes the client think about a superior product that influences them into such a product.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Save 25%

Formulating a brand and maintaining it is often considered as the first strategy towards building influential brands. Several years ago, shocker et al. (1994) provided that studies conducted on the benefits of the brand were necessary to maintain the significance of scholarly brand regulation to enhance marketing. The reviews conducted also found out that brands help in creating a connection between certain brands and consumers (Healy, and McDonagh, 2013). The research also provided that the brands develop the relationship between themselves and the clients by building a value proposition that may entail the functional and emotional aspects of the customers. As a result, the influence that brands attributed to certain features such as quality, efficiency among others bring to the clients is an excellent way of communication and marketing to the intended consumers (Healy, and McDonagh, 2013).

There are, therefore, several approaches provided to elaborate on the importance of brands in marketing communication. The brand culture theory is one of the arguments on brand marketing communication. The theory provides that there are new models where brands are said to work more like a culture. It implies that people rely on the brand types to satisfy the stages provided for in the theory of the hierarchy of effects, which include awareness, knowledge, liking, preference, conviction, and purchase (Healy, and McDonagh, 2013). In this theory, awareness is the first stage in influencing customers. It explains the need to have a strong brand that when it is mentioned or when a customer comes across it, they are aware of what it is as well as its features. There are brands that, whenever they are mentioned, a specific picture is drawn in the mind of the client. It helps in making them aware of the product exists. It also ensures that the client is aware of the features of the brand. For instance, when an Apple product is mentioned, the mind of the customer registers, there is quality and efficiency (Baroto, Abdullah, and Wan, 2012). This alone communicates and markets the products substantially. The other aspect is knowledge. In this stage, the customer evaluates the product against other brands. It means that how well the customers understand the brand influences them in making choices. A brand that is well known to customers communicates volumes and markets itself.

Brand in marketing communication and as per the above theory, leads to customer liking. Customers like certain brands. Even if it is new, and it belongs to a particular brand, the customers will love it over other brands as branding is a powerful marketing communication strategy. According to the theory, the customer prefers the specific brand due to the communication it makes to the consumer about its quality and efficiency, for instance, and makes the customer prefer it over other types; it leads to customer preference. Then a strong brand as a marketing communication strategy brings conviction to the client, and finally, the client buys it.

Recent studies have found connections between this theory as support of brand marketing communication. The investigation relates all the six stages provided by this theory and the brand. The approach describes the brand to making customers aware of the product, has its knowledge, which leads to liking it to its purchase. It shows how a brand may influence the client into going through these stages and finally purchasing the commodity due to its brand, which gives meaning and value at each step of the theory's provision.

As mentioned earlier, Apple is a renowned brand all over the world. When a person hears about Apple products, several issues cross their minds. Among these issues are the quality and efficiency of the products from this brand (Baroto, Abdullah, and Wan, 2012). As a result, a person becomes aware of the brand and what it offers, related to the quality and efficiency, among other features attributed to this brand, the customer get a conviction and preference over other brands that are offering similar products. That way, the brand communicates volumes and influences the clients to purchase it.

Reference List

Baroto, M.B., Abdullah, M.M.B. and Wan, H.L., 2012. Hybrid strategy: A new strategy for competitive advantage. International Journal of Business and Management, 7(20), p.120.

Healy, J.C. and McDonagh, P., 2013. Consumer roles in brand culture and value co-creation in virtual communities. Journal of Business Research, 66(9), pp.1528-1540.

Shah, S.S.H., Aziz, J., Jaffari, A.R., Waris, S., Ejaz, W., Fatima, M. and Sherazi, S.K., 2012. The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), pp.105-110.