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Brand Building

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Submitted By charlottetachu
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Pages 2
Synopsis of Article:
Unit 4 discusses building strong brands, in this week’s article Phillips, McQuarrie, and Griffin (2014) discusses their research on visual brand identity (VBI) with art directors and several theories utilized to select and assemble them into an ad campaign (The face of…). Visual brand identity allows marketers to take a holistic approach to feel and view the company’s brand as consumers view it. The pair also states that art directors search for visual elements in their brands to make them stand out from the competition and design an advertising campaign based on what has been found. Furthermore, brand communication in this current day and age has become more visual than any other marketing form. It can be completed in any phase of the product’s production and provides unique aspects to the brand that focus on the image that the physical components (Phillips, McQuarrie, & Griffin, 2014).
Relationship to Unit 4:
The current article relates to unit 4 because it discussed marketing and building brand identity; which was also discussed in chapter 9. Customers purchase items based on their brand preference or insistence; two methods that can build brand equity. Brand preference occurs when a targeted section of the market chooses a product such as Sargento over Kraft cheese. On the other hand, brand insistence occurs when always purchase one brand over another brand, for example, I like to purchase Johnsonville brats compared to Kroger of Farm Fresh brats. Brand equity is the value of the brand to its current owner; Kotler and Keller (2013) states that brand equity can arise based on consumer responses (p. 244) which adds value to the brand. Brand equity always lies with the consumer because of what was read, heard, or learned about a product. Brand equity even covers our thoughts and how we feel about a product over time.
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