corporate and marketing communication are two different yet related types of messages created by companies. they are targeted at distinct audiences with varying intentions. corporate communication conveys the beliefs , goals and general image for the company, while on the other hand marketing communication is conveyed to inform the consumer of a good or service.
corporate communication is generally defined as a company's attempt to persuade the public , including the company's consumers ,private investors and the media . corporate communication is the voice by which every company communicates with the outside world and is somehow inclusive of communications regarding investor , government , labor relations and employee development . where
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it could also be generally defined as all the messages and media you deploy to communicate with the market . marketing communication includes advertising , direct marketing , branding , packaging , your online presence , printed materials , PR activities , sales presentations , sponsorships , trade show appearances and more. marketing communication has two objectives . one is to shorten the sales cycle . the other is to create and sustain demand and preferences for the product . shortening the sales cycle means helping sales and channel partners in their efforts to identify , engage and deliver a customer. understanding the process of which the customer buys brings critical insight into how to shorten the sales cycle. marketing communicators should identify how to assist speed up the process.in the case of high-tech products , the sales cycle includes a non negligible amount of customer education in the early stages of the process. marketing communication must focus on creating , packaging and delivering relevant information to the customer throughout the process in order for sales to meet this education need. in general , the communication techniques employed to shorten the sales cycle are by nature more tactical than those used in building a brand . creating preference is often a long term effort that uses communication tools to assist position your product or …show more content…
We do SWOT (Strengths, weaknesses, opportunities, threats) analysis and go through all the benefits (real and emotional) that the product or service fulfills for its customers. We review the key factors that spurred growth, pricing, corporate culture, key players, and we figure out “who you are”, by key players, the president, customer service. Then we create the brand voice first. It’s a wonderful process. Lois Geller – Lois Geller Marketing Group
18 A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. Seth Godin – Author of Linchpin
19 Brand is the image people have of your company or product. It’s who people think you are. Or quoting Ze Frank, it’s the “emotional aftertaste” that comes after an experience (even a second-hand one) with a product, service or company. (Also, it’s the mark left after a red-hot iron is applied to a steer’s hindquarters.) Ann Handley – MarketingProfs, Author with C.C. Chapman of Content
The marketing idea is tied in with accomplishing corporate objectives by meeting and surpassing client needs superior to the opposition. The best approach to do this is for organizations to consider what value they are proposing to offer to their clients and once this choice is made, choose how to impart this message to their clients/commercial center (Fahy and Jobber, 2012). It is viewed as that there are 3 principle components to the marketing communication mix: tools, media and messages (Baines and Fill, 2014). This essay focuses on the diagram and critique of the initial two of these, tools and media.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Marketing communication role consists of managing the development of marketing materials for the sales team and customers. By interpreting data, formulating reports, and providing recommendations
Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
What is brand? Brand is a trade name which can distinguish from other product or service (Intellectual property office, 2013). Another meaning of the brand is to convey the promise or message to the customer (Intellectual property office, 2013). A powerful brand can lead the company to go further in the industry and it can develop the company's potential (Temporal, 2010). Therefore, brand is a signifying of the company.
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
Every company depends on an efficient marketing program to fulfill customers' needs. Marketing is a process of finding out what the customer wants and meeting those requirements. Within the company, the marketing group has to consider customer values and customer satisfaction before considering offering a product. Marketing is part of our everyday world, and can be perceived everywhere and every time. At any time, everyone has been exposed to different kinds of marketing or advertising depending upon personal necessities such as T.V commercials, radio, internet, etc.
Conducting a corporate communications initiative in India can be an overwhelming experience with it’s religious, cultural and lingual diversity. The critical factors to take into account when conducting a corporate communications initiative in India are the language challenges, political considerations, different ethical systems and the level of corruption, different cultural norms, religious differences, attitudes towards women, mass media challenges and limited information technology structure. Although India is a developing country, it has over 5,000 media channels that are thriving, the factors of ‘early stage’ media and narrow media channels does not affect the corporate communications planning for this country.
When studying communications one will realize that different companies or organizations communicate internally and externally with their different target audiences. Therefore, we are exposed to different kinds of corporate publications. These can be internal and/or external publications. Corporate publications intend to communicate or rather aim to convey certain messages to different messages to different target audiences. For example, internal publications are publications aimed for employees and stakeholders, whereas external publications are aimed to communicate with customers. Various companies consist of the company’s profile, corporate image, the business activities, recent marketing and advertising campaigns of the company, the social media and digital strategy and presence and online presence of the company.
Brand is the name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of others. Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol, and was subsequently used in business, marketing, and advertising.
Selling is product focused and involves using techniques to make customers exchange goods, services or brands for cash. Marketing on the other hand is more dynamic and wider than selling as it focuses more on the customer rather than the product.
According to Kotler (2012), Marketing is about identifying and meeting human social needs, thus it is not only about advertising and promotion it is more than this. It includes setting competitive price, communicating effectively with potential and existing customers and also introduction of new products.
As it was mentioned before, an understanding of what customers need and want is the main aspect in marketing. This understanding comes with communication process between people. Firstly, it has to be mentioned what communication means. In general, communication is a means of connecting people or places. In business, it is a key function of management. An organization cannot operate without communication between levels, departments and
Corporate communication parties concerned on management function to fathom all inside or outside communication purpose starting with stakeholders in which company depend on. According to Van Riel and Fombrun in 2007, it is stated that corporate communication contained of the spreading of information, with identical goal of increase capability maintain its licence. Meanwhile, corporate marketing in the general terms is a customer, stakeholders approach to marketing through organization and
The term 'branding' in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers 'branded' their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans 'branded' their products, for example, expensive silver tableware. Smiths 'branded' their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well.