Marketers and those involved in marketing communications understand that strong brands add tangible value in a number of different ways. They can set you apart from the crowd; promote familiarity, trust and recognition; convey your mission and vision; enable connection at an emotional level; and generate new customers through referrals and positive impressions, to name just a few of the ways.
But brand strength is made up of more than just brand knowledge. It includes the thoughts, feelings, perceptions, and images that become linked with the brand in the minds of current or potential customers. How do marketing communications act to create these kinds of cognitive and affective associations? What is the mechanism at play by which marcom messages resonate and have the effect of strengthening the brand, and activating the consumer to be more willing to consider purchasing?
Click the image below to download a pdf of the infographic for a quick overview of the pathway by which marketing communications impacts individuals and their brand-based behaviour. It can help sharpen your thinking if you’re involved in developing a brand-based campaign.
This material has been drawn in part from Schulich Exec Ed’s upcoming program Masters Certificate in Marketing Communications Leadership (Sept. 26 – Dec. 7, 2018 • 11 days over 3 months), which gives you the tools to navigate complex MarCom challenges and prepares you for ongoing success in the fast-paced and competitive industry of marketing communications.