Marketing Course: Brand Initiative Analysis and Consumer Effects

This assignment analyzes two key brand initiatives: advertising and communications, and pricing strategies. It explores how advertising creates brand awareness and reputation, using examples like Coca-Cola's widespread recognition. The analysis also examines the impact of pricing, emphasizing the importance of affordability for consumer adoption and loyalty. The paper further delves into the consumer perspective, highlighting how advertising through various platforms influences purchasing decisions and how pricing affects consumer choices based on income and product value. The assignment references several academic sources to support its claims, providing a comprehensive overview of branding strategies and their effects on consumer behavior.

Brand

Table of Contents
1. How any 2 of the initiatives are key strengths of the brand....................................................1
2. Effects of above-mentioned branding efforts form the point of view of consumer................1
REFERENCES ...............................................................................................................................3
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1. How any 2 of the initiatives are key strengths of the brand
a. Advertising and communications: These are the most important ways for creating
awareness about a brand. Advertising and communications are two parts which are used
together. Former can create long-term brand reputation by using right mode and communications
will impact the decisions of employees, customers and investors. It is creates a vision in the
minds of people using the product along with prospective customers. This helps attracting more
and more customers to buy and use the brand (Aaker and Biel, 2013). Further, advertisement
often use pictorial presentation of brand which is easy to capture in mind. For instance, the brand
image of Coco Cola is recognised in rural and underdeveloped areas. Further, the market
standing of brand gets strong.
b. Pricing: It is an important factor for consumer. The basic perception of buyers define
that they prefer good quality products at lowest price. Companies launching new products should
make attempts to keep the prices low so as to capture huge market share and compete with its
rivals. Coco Cola keep its prices nominal so that it can be bought by all the classes of people
living in the society. One of the main reason of this brand being recognised in the world is its
prices. It helps it retaining and maintaining the loyalty of buyers. Further, rivals and other small
brands wish to make collaboration (Zhang, Bhattacharyya and Ram, 2016). A company offering
high quality products at low prices will are always preferred over other brands.
2. Effects of above-mentioned branding efforts form the point of view of consumer
a. People are addicted to certain appliances such as television, radio, mobile phones etc.
These are the most common platform to advertise a the brand. Communications about the brand
can be presented in verbal or written form. Buyers believe that if a brand is being advertised too
much, then it must be a good one which can be purchased and used. This is the reason why
companies prefer choose this way for creating awareness (Uzunoğlu and Kip, 2014). For
instance, the products of Coco Cola are endorsed by various famous celebrities, this create an
impact in the minds of buyers that their favourite actor or actress themselves use those products,
hence should be bought.
b. Prices are crucial to the success of a brand or not. A consumer earn income to spend it
in order to fulfil their demands and needs, but their disposable income is a factor to be
considered. It is not always possible to buy products that expensive, moreover, buyers save
certain part of their income for contingencies. Hence, the brand should launch products which
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may offer good quality and is low in price. For example, Coco Cola, conduct research before
introducing a product to know the classes to be targetted (Davcik and Sharma, 2015). Hence, it
follows a strategies that keep the price moderate so that everyone can buy its products. Also, the
product should be worthy enough for the price that will paid to buy that product.
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REFERENCES
Books & Journals:
Aaker, D. A., & Biel, A. L. (2013). Brand equity & advertising: advertising's role in building
strong brands. Psychology Press.
Zhang, K., Bhattacharyya, S., & Ram, S. (2016). Large-Scale Network Analysis for Online
Social Brand Advertising. Mis Quarterly. 40(4).
Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers:
Leveraging blogger engagement. International Journal of Information Management.
34(5). 592-602.
Davcik, N. S., & Sharma, P. (2015). Impact of product differentiation, marketing investments
and brand equity on pricing strategies: A brand level investigation. European Journal of
Marketing. 49(5/6). 760-781.
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