Topic : 6) It is often said that the

strength of a brand is linked to its ability to communicate effectively value to buyers, with reference to a number
of well-known brands, discuss this statement.
What is brand ? A brand is a product, service, or concept that is publicly distinguished from other products,
services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the
distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name.
Branding can be applied to the entire corporate identity as well as to individual product and service names. If brands
are created in the mind, its vital to understand how to market your company to positively so as to affect the perception
leads and customers have of your brand.
Source : http://whatis.techtarget.com/definition/brand

You could argue that a lot of brands are well aware of what are the basic needs of customers but only a few can
create successfully additional value for customers. This extra value helps those companies as well as strengthen their
brands.
In todays society more and more customers have more and easier access to information , thanks to modern
information technology like the internet. Therefor consumers are less likely to be affected or to buy into simple brand
marketing. The set of values that customers have are important, making the final decision on whether to buy a certain
product or to believe/trust and identify oneself with a certain brand. A company can strengthen its brand by successfully
communicating to customers why their products/services are a fit their needs. By delivering the massages that the value
of the customer are well understood and also matches the values of the company and by making customers experience
worthwhile with good customer service. All this is essential for triggering key elements/emotions that will lead to
recognize yourself with the brand. This goes fro B2B (business to business) as well as B2C (business to consumers).
Source:https://www.millwardbrown.com/docs/default-source/global-brandz-downloads/global/2014_BrandZ_Top100_Report.pdf
https://www.millwardbrown.com/docs/default-source/insight-documents/articles-and-reports/millward-brown_increasing-brand-value.pdf

It is very important for companies to get the customers involved and also advertising is part of it, to build a
personal relationship as well as to communicate the shared values and customer loyalty. Advertising help to
communicate right message to the right audience and also help to build brand perception , awareness, inform, persuade ,
and remind the customer about their product/service by using different advertising media ( TV, Social media ,
newspaper, billboard, etc). What better way is there to start at the very beginning, which would be the way on how we
manage to make customers aware of our products. This is also known the purchase funnel. By communicate value

effectively , the strength of brand will lead you to reputation , larger margin and maintain for long term position in the
market so you can compete in your market competition , you dont compete on price, you want to become unique and
different from others. The AIDA model is widely used to make sure that the company can communicate in best ways of
every different purchase stage lead to customer satisfaction and IMC ( integrated marketing communication ) planning
to recognizes the added value of a comprehensive plan.
Awareness
Interest

Desire

Action

Being able to get customers attention to make them noticing the company's products the company has to engage in
some kind of promotion (example: PR campaign, promotion award etc.)
The customer has now interest in the product and probably want to find more information about the product itself but
also about the brand. It is thereforewise to offer some kind of platform where customers can go and find reviews and
important information. Here they want to get more trustworthy information.
Now it is important that the company goes beyond just giving information and try to establish an emotional
connection. The connection should be to either the product/service or directly to the brand as chosen by the
customer.Such things could be; solving customer problems, invest in long-term trust & loyalty. To establish this
emotional connection the company has to offer interest in customers questions or problems.
Action: The last stage is where the customers takes action and is going to buy the product. To make sure that the
customer has a good experience and got well taken care of it is absolutely important to offer a good customer service

Source : http://www.entrepreneur.com/article/223125 ; http://www.marketingprofs.com/4/herman5.asp ; https://intomarcomm.wordpress.com/2015/02/08/aida-amarketing-communication-model/M

IMC is a plan that evaluates strategic roles of several communication disciplines by media ads, direct marketing ,
interactive/internet marketing , sales promotion, publicity/ PR to provide clarity, consistency, maximum communication impact.

By references from 2 successful branding companies , we can get better understanding about how strength of
their brand can communicate effectively value to buyers. One of example to look at for this purpose is Coca-Cola. From
just the mention of their name, people will imagining a red can with fancy typography. Another references is Apple ,
people will imagining exclusive with unique features and special design for smartphone.
First : Cocacola company in US. The Coca-Cola Company is the world's largest beverage company
and is the leading producer and marketer of soft drinks. Everyone has heard of Coca-Cola, and you
would be hard pressed to find somebody who was unable to recognize the iconic white lettering
against the bright red background of this global brand. Various sources cite Coca-Cola as a billion
dollar brand and that is not surprising, when one considers it was rated by Interbrand as one of the most valuable brands in
2015, based on a brand value amounting to 78.42 billion U.S. dollars. Source : http://www.statista.com/topics/1392/coca-cola-company/
How coca cola communicate with the buyer?
Coca Cola uses Integrated Marketing Communication in order to communicate with its buyers. The communication
plan is adapted regarding the market, the society, the potential, the product, the positioning etc. Coca Cola is willing to
be close to its consumers, to be part of their daily life, to become a kind of ritual attached to specific moments, the use
social media and social marketing thought social responsibility for example, creating emotions and feeling of affiliation
toward its customers. For example, they raise funds for social causes like earthquake or hurricane. They adapt their
message to the target market but they always based on the same values (sharing, happiness, fun, tradition of coke). By
using different types of media, the message will be delivered to the whole target, which doesnt necessarily have the
same attitude toward the brand and toward communication. Some people are more on TV while others more on Internet.
Cokes uses a lot of interaction with its consumers throughout public relation (PR) uses the strategy through events
(music, culture, and cinema) and social media advertising. Social media advertising that coca cola uses are Twitter,
Tumblr, Instagram, and Facebook. In 2015 Coca cola is taking advertising to the next level, promoting Coke Zero in a
sense that you wouldnt expect! Its not the sight, nor the sound but the taste that is promoted on its latest campaign,

drinkable billboard! A drinkable advertising creates the illusion that you actually taste the campaign and thats why
they collaborated with Shazam helping the audience enjoy a Coke Zero with the help of technology. By Shazaming
the ad, viewers see Coke Zero pouring in the screen of their smartphones, filling a glass, which ends up into an actual
free Coke Zero that can be redeemed on big retail stores.
Source :

http://www.scribd.com/doc/32857938/Marketing-Communication-of-coca-cola#scribd
http://softdrinkcolawar.blogspot.com/2012/12/coca-cola-intergrated-marketing.html

Advertising

Ads is any paid form of non personal communication

about an org. product/service/idea by indentified sponsor.
Coca cola uses concept of aggressive advertising to
promote its product. Using ads. media ( mass media )
such as TV , billboard , magazine, newpaper to reach

Publicity / PR

The kind of public relation that coca cola use is through

events such as music concert, culture day, cinema. Coca
cola nowadays using moderation strategy for example a
Coca Cola after some love making? Why not. Its
healthier than sharing a cigarette.

Sales Promotion
Marketing Direct

Coca cola partners with various restaurants , movie

theaters , college , etc to carry its product. Coca Cola also
sponsor varous sport events like Cricket , Football,
Olympic.

Marketing InternetSelling Prsonal

IMC tools :

Coca Cola has many salespeople , who are individuals

representing the company to communicate , sell, service,
and build relationship with customer, they do
promotions to different customers within region.

Cocacola implemented sales promotion to boost the sales

in two ways. 1.consumer : getting shelves, eye Catching
Position, etc . 2 Trade : discount to retailers & stores ,
return back allowances, merchandising assets, free goods

By using commercial Web and social media. Such as

. Coca-Cola has 2.4 million followers worldwide,
and theyre paying close attention. Over the last month,
@cocacola has Tweeted 1.994 times. Thats over 60

IMC tools help Coco Cola inform , persuade and remind their customer and to build relationship and reputation to their
customer and Coca Cola brands .

Coca Cola with AIDA model :

Awareness Cocacola using IMC tools to make people aware about their products try to attract people attention by TV
commercial , social media (create fan page in Facebook), etc . Interest ,Coca Cola Making people buy their beverages
by peaking interests, both emotionally (feel good commericals) and physically (makes you thirsty for a Coke). Desire,
convincing customers that they want and desire the product and that it will satisfy their needs. I don't know about you
guys but after seeing those commercials, I pretty much want a Coke. Action , leading customers towards taking action
and or purchasing. If I wasn't so lazy I'd totally go out and buy some right now. I will most likely get some next time
I'm outside.
Cocacola successfully become the strength brand lead to have bigger market share in than others soft
drink companies in US by adopt AIDA and IMC.

This timeline depicts the market share of The Coca-Cola Company in the United States
from 2004 to 2014. In 2013, Coca-Cola's U.S. market share amounted to 42 percent. In
2013 , the market share amounted to 42.2 percent. In 2014 Coca-Cola's U.S. market share
increase again amounted to 42.3 percent. Year by year, Cocacola U.S market share is
stable raising.

This timeline shows the market share of leading

United States from 2004 to 2014. Throughout this
was the leading soft drink company. In 2011, its
percent.

carbonated soft drink companies in the

entire period, the Coca-Cola Company
market share amounted to 41.9

Source
:
http://www.statista.com/statistics/225388/us-market-share-of-the-coca-cola-company-since-2004/

Conclusion : Coca cola become the strength brand become history and culture in in people mind. Coca cola can engage with their
customer psychology and take their personality. Coca cola understand what customer needs and wants, beside that Coca cola also make
relationship with their customer, Coca cola value their customer and care about them ( SCR) not only make profit but make their
customer fell happinees . In the end Coca Cola have reputation of brand the most valuable brand in the US and the rest of the world.

The other references company we can see is Apple.

To further increase customer value Apple has set up a lot of retail stores in nearly all important and big cities. Apple has
454 retail stores, with 265 in the United States alone. When realizing a new products people camp days or even weeks
in front of those stores, just is one of the first ones to hold the new iPhone for example. This shows high brand loyalty as
well as the power of the brand itself. But it also shows that a lot of Apples customers are coming into Apple Stores to
experience firsthand the aesthetic and ease of use of those products. Special recruited and trained sales persons are
encouraged to take customers on a ride. Former head of Apple Stores, Ron Johnson said something short, fun, and
something you want to talk about. Furthermore, the stores provide a place where customers can go for support (the
Genius Bars), creating even more touch points to make the customer happy. The result of this strategy is the highest
retail sales per square foot among U.S. retailers.
In these stores but also over social media Apple can give customers support in case
they have some problems. Apples retail infrastructure provides a convenient point
for users who need to bring a product in to be examined. Other companies who are
in the same industry provide technical support via phone. This is not as good as
Apple because of the large amount of time customers have to spend on the phone.
Apple stores and Apple helps to show customers what you all can do with your
iPhone. To utilize a product Apple customer support as well as their customer
service satisfaction is good. As shown in the diagram below.
Source : http://betanews.com/2015/04/07/microsoft-vs-apple-which-has-the-most-loyal-and-satisfied-customers/

Even Apple put most of their cost to R&D still their advertising cost can't be abandoned from 2006 Apple's
Advertising cost increasing respectively from $338 million to $467 million in 2007 and $486 million in 2008, according
to public filings. By 2009, that number was $501 million. Then in 2010 their cost exploded to $691 million. It shows
how apple try to reach their customer in term of building their image.
Source : http://www.cbsnews.com/news/apples-ad-budget-hits-1-billion/

Source : http://www.macworld.com/article/1163101/record_mac_ipad_sales_help_apple_turn_in_record_quarter.html

In doing their business Apple IMC which are advertising, direct marketing, e-marketing, sales
promotion and personal selling doing really well. In the personal selling and their sales
promotion we can see, the personal working in these shops is all very friendly and they reflect a feeling of being
welcome and a feeling of freshness. Some customers might find that it is top end technology but still made and
presented for all people. Elder person are treated with the same respect and attitude as younger customers. From the
advertising side, Apple makes their product looks luxury and really modern, makes customer think that their product is a
high product or luxury product. In this linked video show even actually iPhone 6 to 6s not much changes, they make it
"the only thing that's changed is everything." It pursue their customers to think it's useful, helpful and of course high
quality even the fact it's not as high as their expectation (https://www.youtube.com/watch?v=aBYWGjIzvyw). For
direct marketing Apple uses, email marketing extensively to deliver targeted information to its
database of millions of existing and prospective customers.
Source : https://prezi.com/0fcbgb2cm_zk/apples-integrated-marketing-plan/

Apple brand idea : Apple takes complexity and makes it simple so everyone can be part of future.
From the brand to customer
Promise (positioning)
Strategy (brand plan)
Story (communication)
Freshness (innovation)
Experience to their
customer
(culture and operation).

Apple promise to make easier to use electronic that can lead you to aware of trends , technology , no
matter who you are.
Keep to produce product that simple and consumer friendly in term of functionality, speed and designs.
Apple believe and engage with their customer to be do & get more, Apple producing customer will buy.
Apple always have new ideas and creative in terms of their design & features, using the latest
technology that can change the world and leap fragged competitor by being unique and different.
Apple starts with consumer experience and work back to technology by surpass the promise , Apple
think everything before consumer needs. Apple shape consumer buying behavior.

Summary :
Once brand used as a verb it will be super powerful, e.g. just Google it or let's drink some coke (while actually you
drink between you and the others. so brand is one of the most important elements in business. Through brand we can get
reputation , sustainable competitive advantage, maintain our position in the market for long term and be able to compete
with our competitiors. We need to value our customer by offering strong brand with real value , high quality , benefit
base on their needs. Customer will value our products, so we need to build relationship and create customer loyalty.
How we build the brand is by communicate and do what we have to do, hopefully we can do more than what our
customer expected to be , we need to BRANDING by adopt AIDA and IMC model to help branding our product
( create NOISE). The way we communicate with customer will help us to deliver the message we want to say to them as
well what they want to say to us. soft drink). The power of a brand help company to distinguish them in their market. It
shows what the difference and unique. Successful branding efforts , build strategic awareness so your customers not
only recognize your brand but understand the distinctive that make it better than competition do.
BRANDING IS IMPORTANT The brands represent the name and the name represent uniqness.