DQ1 Watch the video and review the information in the text on Emotional Intellig

DQ1
Watch the video and review the information in the text on Emotional Intelligence. How can emotional intelligence affect you as a leader?

DQ2
Branding has been a heavy marketing focus in recent years. As you shop for products, branding can influence your shopping behavior. You may recognize a familiar brand that is known for its quality. Other times, you may recognize a brand that is more environmentally conscious. Branding can help you to decide which product to buy in a competitive market.
Research
This week do some research on branding as well as marketing channels. Consider the relationship between these two as you reflect on the following questions.
Discuss
How important is branding or brand image for marketers?
Marketers have many channels to consider as they decide on placement. Should channel images be consistent with brand images? Why or why not?
What type of effect has online availability had on branding?
R1
Branding and its significance in contemporary marketing practices cannot be overstated. It serves as the cornerstone of a company’s identity, influencing consumer behavior and driving differentiation in increasingly competitive markets (Kotler, Keller, & Brady, 2021). On the other hand, marketing channels have evolved significantly, with traditional mediums giving way to an increasingly digital landscape. Both of these components are interrelated and serve pivotal roles in a comprehensive marketing strategy.
The importance of branding or brand image for marketers lies in its ability to evoke emotions, convey value propositions, and build customer loyalty (Aaker, 2014). Consumers often use brands as a heuristic for quality and trust, as the brand image reflects a company’s values and the consistency of their product offerings (Romaniuk & Sharp, 2016). A strong brand image can enhance consumer preference and purchase intentions, foster customer loyalty, and create a competitive advantage. This positive influence on customer behavior and attitudes underscores the importance of branding for marketers (Romaniuk & Sharp, 2016).
As companies consider marketing channels for product placement, aligning channel images with brand images is generally considered a best practice. This consistency helps to reinforce the brand message, improve brand recall, and increase consumer trust (Mudambi, Doyle, & Wong, 1997). However, there can be situations where varying the brand image to suit the specific channel or target audience might be effective. For instance, a luxury brand might employ a high-end image in certain channels to appeal to affluent customers, while presenting a more accessible image in other channels to reach a broader audience (Luxen & de Jong, 2019). Nevertheless, such divergence should be handled carefully to avoid diluting the brand’s core identity.
The advent and subsequent proliferation of online channels have significantly influenced branding. It has facilitated a direct interaction between brands and consumers, providing an avenue for companies to cultivate their brand identities actively and dynamically (Labrecque, vor dem Esche, Mathwick, Novak, & Hofacker, 2013). On the other hand, consumers can share and propagate their brand experiences through reviews and social media, influencing brand perception (Gensler, Völckner, Liu-Thompkins, & Wiertz, 2013). Thus, online availability has provided an expanded platform for brand building while making branding more complex and multidimensional.
In conclusion, branding plays a central role in marketing, influencing consumer behavior and facilitating differentiation in the marketplace. Aligning brand image with channel image can reinforce the brand message, though variations might be beneficial in some contexts. Online availability has transformed branding, offering opportunities for interactive and dynamic brand building, while adding layers of complexity. As we continue the discussion, I look forward to hearing your thoughts on how these factors interplay in current marketing practices.
References:
Aaker, D. A. (2014). Aaker on branding: 20 principles that drive success. Morgan James Publishing.
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27(4), 242–256.
Kotler, P., Keller, K. L., & Brady, M. (2021). Marketing management. Pearson Education Limited.
Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer Power: Evolution in the Digital Age. Journal of Interactive Marketing, 27(4), 257–269.
Luxen, M. F., & de Jong, M. (2019). Luxury branding: the industry, trends, and future conceptualisations. Asian Business & Management, 18(1), 1-21.
Mudambi, S. M., Doyle, P., & Wong, V. (1997). An exploration of branding in industrial markets. Industrial Marketing Management, 26(5), 433-446.
Romaniuk, J., & Sharp, B. (2016). How brands grow: Part 2. Oxford University Press.
R2
The importance of branding in marketing strategies cannot be overstated. According to Keller (2008), a strong brand helps a company differentiate its product from competitors, builds customer loyalty, and provides a platform for growth. Furthermore, a strong brand image has been found to positively affect consumer behavior and buying decisions (Rajh, 2019). Brands offer a symbol of assurance to customers that they will receive a certain level of quality and value for the product they purchase. Therefore, marketers must invest time and resources in developing and maintaining a solid brand image.
The issue of whether the channel image should be consistent with the brand image can be argued from different perspectives. Kotler and Keller (2012) suggest that congruence between a brand and its marketing channels reinforces the brand image and increases customer satisfaction. From this perspective, marketers must ensure that the brand image is consistently reflected across all marketing channels. For instance, a luxury brand must align its image with premium outlets and high-end online platforms. However, according to Balmer (2001), some brands may differentiate their channel image to appeal to different customer segments while maintaining a core brand identity.
The advent of the internet and online availability has significantly impacted branding strategies. Digital platforms have created more touchpoints for consumers to engage with brands, altering traditional approaches to brand building (Hollensen, 2018). With the online availability of products, consumers have become empowered to make more informed buying decisions through easy access to product reviews and comparisons. This has led to an increased demand for transparency from brands, pushing them to communicate their values more clearly. Moreover, online branding has also led to a more level playing field, where smaller brands can compete with larger ones by utilizing social media and other online platforms to build a robust online presence.
In conclusion, branding and channel strategies play a critical role in a company’s marketing strategy. The digitization of commerce has offered new opportunities for marketers to engage customers and increased the need for transparency and consistency in branding.
References:
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ: Prentice Hall.
Rajh, E. (2019). The Role of Brands in Consumer Buying Behavior. In M. M. Dabić (Ed.), Green and Sustainable Management of Science and Technology: Management Science – Theory and Applications (Vol. 8, pp. 13–24). New York, NY: Nova Science Publishers.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ: Prentice Hall.
Balmer, J. M. T. (2001). Corporate Identity, Corporate Branding and corporate marketing – Seeing through the fog. European Journal of Marketing, 35(3/4), 248-291.
Hollensen, S. (2018). Global Marketing (7th ed.). Harlow: Pearson Education Limited.
R3, R4, R5 & R6
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