Brands and Branding by Rita Clifton
Author:Rita Clifton
Language: eng
Format: epub, pdf
Publisher: Profile
Published: 2009-03-02T16:00:00+00:00
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Evaluating brand communications
Broadly, there are two types of measurable outcomes of brand communications: effects on sales or business and consumer responses. Both are important.
It used to be thought that sales effects of advertising could never be satisfactorily separated from other factors affecting a business. However, the problem is not such a great one, as long as reliable data exist, especially with the use of modern modelling techniques.
Consumer responses include reactions to the advertising itself – recall, liking – and attitudes to the brand. Of these, brand responses are ultimately the more important.
Longer-term effects of brand communications on the strength of a brand may be seen through attitudinal questions and by the brand’s marketplace performance, such as its ability to command a price premium or resist competitive pressures.
Source: Feldwick, P., What is Brand Equity, Anyway?, WARC Publications, 2002
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