Importance of Coordination between Brand Image and Channel Image

This article discusses the importance of coordination between brand image and channel image in marketing. It includes two replies to Conor Mulligan and Kyle Mata on the topic. The article emphasizes the significance of maintaining a good channel image to enhance the brand image and suggests ways to achieve it.

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

1MARKETING
Table of Contents
Reply to Conor Mulligan.................................................................................................................2
Reply to Kyle Mata..........................................................................................................................4

2MARKETING
Reply to Conor Mulligan
Dear Conor,
A good post, I really enjoyed reading your answer regarding the relationship between
brand image and channel image. The ideas which were represented in the given post were quite
relevant in nature and all your statements were based on important readings. I would like to
further elaborate on the given concept and in regard to it I would like to state that a lack of
coordination between the channel image and the brand image may lead to severe consequences
for the company and its image.
With the latest developments and advent in technology, the internet channels have
become increasingly popular and the different marketers tend to greatly utilize the interest as a
channel and as ways to enhance the popularity of the given brand (Kotler & Keller, 2016).
Various celebrities have turned to entrepreneurs, just because of their image and have developed
popular brands for the same purpose. If they can do so, the marketers need to have full
confidence in their offerings and try to enhance their channel image because the channel image
goes a long way in enhancing the sales which paves the opportunity to develop the brand image.
I would like to comment on a point which has been made by you regarding the consistency of
channel with the brand image. According to Lin and Nang (2012), instead of greatly
differentiating between the two concepts, they can be seen as a chain and the link between the
two needs to be identified.
If a brand is able to maintain a good channel image, only then a brand can give rise to a
good brand image.

3MARKETING
References
Kotler, P., & Keller, K. L. (2016). Marketing management. Boston: Pearson.
Lin, W. C., & Nang, Y. (2012). The Effect of Advertisement Frequency on the Advertisement
Attitude-The controlled Effects of Brand Image and Spokesperson's Credibility. Social
and Behavioral Sciences, 57, 352-359.

4MARKETING
Reply to Kyle Mata
Hi Kyle
Thank you for the response to my post. I commend the way you have linked the
importance of a channel image with that of a brand image. The most interesting part of your post
is that you have clearly shown how a company needs to improve the channel image by ensuring
that the stores have all that a customer may ask for. There are various ways in which the brand
image of the organization may be improvised and an overhaul is made. However, all of these
may go in useless if the company is unable to maintain a good channel image (Mabkhot, Salleh
& Shaari, 2015). The channel image may be maintained in a large number of ways. Some of
these ways include ensuring that the products which are being offered are of good quality, the
staff present at the store are well trained and with strong communication skills, the stores are
kept well stocked and clean.
Lastly, the size and location of the store where the brand is sold, also has an influence on
the image of the brand. Although the brand can work for itself, but channel image assists in
ensuring that the brand becomes even more popular and that the different customers can be
satisfied by making an optimum offering (Keller & Kotler, 2016). An absence of the link
between the two can lead to a loss on the side of the marketer and the brand name can go down.

5MARKETING
References
Keller, K. L., & Kotler, P. (2016). Marketing management. Pearson.
Mabkhot, H. A., Salleh, S. M., & Shaari, H. (2015). The Influence of Brand Image and Brand
Personality on Brand Loyalty. Aust. J. Basic & Appl. Sci, 9(7), 493-497.