The article discusses a few marketing concepts Budweiser has adopted in its rebranding strategy for its new campaign for Summer 2016 in conjunction with the upcoming presidential elections that will be taking place. Branding and Integrated Marketing Communication (IMC) will be the main topics discussed in this essay.
A brand is more than just a product, it can be a person, product, service, organisation, movement or idea (McLaughlin, 2012). Emotional branding and seasonal branding are the two branding tactics that are discussed in the article, which are adopted by Budweiser in their attempt at revamping their product for a limited time. Emotional branding is a marketing tool that utilises emotions to develop an emotional connection with consumers
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The existence of branding helps shapes consumers’ search strategies when it comes to deciding what to purchase (Moorthy, Ratchford and Talukdar, 1997). When making quick decisions, consumers will not turn to the brand that lacks credibility despite its ability to meet their needs. This is further supported by experts such as Arthur Wolak, co-founder of Arelco Promotional Group, who claims that branding encourages clients and employees to be loyal and proud to be part of the said brand (Wolak AJ, 2002). In …show more content…
Furthermore, there is lack of proof that supports the effectiveness of IMC and joint acceptance between professionals that IMC is a difficult phenomenon to define theoretically due to its complex nature and wide spectrum of functions (Barker, 2013). Similarly, it is argued that a cohesive message is not necessary, and a brand-centered approach is just as effective as IMC, the brand being the centre of all business dealings (Du Plessis, van Heerdeen and Gordon, 2010). Thus, there has been an alternate theory proposed by Rachel Barket: Strategic Integrated Communication (SIC). This theory involves the use of a structured guideline that includes strategic intent set out to achieve a company's goals, instead of only synergizing the communication
From our research, Anheuser-Busch is content with being the number one beer company in the world, increasing sales each year in operation. We found that Anheuser-Busch met many views associated with the world, business, and behavioral dimensions. The company also displayed its stability as we reviewed one of its most successful products Budweiser, owned by Anheuser-Busch, under the marketing view and the financial view. Not only do they hold almost half of the market share in the industry but their stock prices, sales volume, and net sales have all increased from 2002 to 2003. We also looked at Budweiser in terms of geography and culture. We found due to the fact that the "western" countries consume the majority of beer, it only makes sense that Anheuser-Busch concentrates on that market. Along these lines, another key goal that is also important to Anheuser-Busch is to boost other beer markets that are located in other cultures, where at the time beer is not a major consumption.
An effective advertisement is able to persuade its viewers by providing informative facts about a brand that help create a sense of liking, which will enhance certain attitudes and feelings about the brand from the target audience. If an advertisement is effective it will be able to persuade its target audience. The persuasive appeals used in the Bud Light Party advertisement are source likeability, humor appeal, and appeal to broad cultural values, specifically patriotism. This paper will analyze how these three persuasive appeals can make an advertisement successful by grabbing the attention of its target audience, the millennial generation, making them more likely to have purchase intentions due a connection made between the advertisement
In todays marketing world there are several types of traditional and non-traditional promotion mix tools to better accomplish your marketing objectives. DJ Jekyll & Mz Hyde, after careful consideration and review have implemented an integrated marketing communications strategy (IMC) to ensure the best possible return on investment (ROI).
Beer is simply known worldwide by everyone. Budweiser has been one of the most, best-selling beer throughout the world since 1957. Beer is shared by different people and drank at different occasions and times around the world. One of Budweiser’s commercial has been a success to persuade the audience by not just showing us beer, but rather showing us a heartwarming story about friendship. In the word Budweiser, you can take out the word “Bud” which genuinely refers to buddies. Budweiser’s commercial has been spreading relatively quickly and has been shared hundreds of times on social media websites. This is not the first time Budweiser is taking over the internet. But in spite of the heartwarming message that Budweiser offers to all its viewers,
This paper argues why both brand identity and packaging are vital to a successful marketing strategy, and that they are more powerful intertwined, than as two separate elements.
A vast number of studies have made attempts to define the term Integrated Marketing Communications. One of the most succinct and widely accepted definitions of the IMC concept is that defined by the American Association of Advertising agencies. That is, "a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of variety of communications disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency a...
Today’s business environment is highly dynamic and competitive. In order to become successful, companies must use advanced marketing techniques and branding strategies. The significance of Integrated Marketing Communication (IMC) is therefore, very critical. IMC sends out a single message through different media vehicles, which helps the company to target a wide variety of audience. According to Gerber (2008), Integrated Marketing Communication is the process of using a combination of different types of marketing communication to send the same message to consumers. The following report lays an IMC plan for N...
Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the
Corporate brand is the image that a company must maintain in order protect its products. Brands on the other hand are key resources that an organization can tap into in order to create sustainability and competitive lead, this process however, requires delicate and strategic brand nurturing and supervision (Mccabe and Boyle, 2006). The firm’s marketing communication division plays a large part in maintaining customer association with the product, the lack of proper brand communication and control of information could potentially result in brand erosion which in turn has a direct effect on customer loyalty. It is therefore imperative for marketers to streamline and nurture customer loyalty and brand recognition (Mccabe and Boyle, 2006).
Branding makes it easier for consumers to identify products and services. Brands ensure a comparable quality when products are repurchased. Brands simplify a consumer’s shopping. Choosing a commodity is far more complex than choosing a brand. The firms find that brands can be advertised. The firms also get the advantage of recognition when brands are on the shelves of the retailers. There is no confusion between branded products amongst consumers. Branding makes price comparisons difficult. Good brands help build
Lastly, brand awareness is a crucial consideration. And It may be thought of as a consumers’ ability to find a brand within a group in adequate detail to make a purchase. It is important to remember that adequate detail does not always need identification of the brand name. Often “brand awareness is no more than a visual image of the package that stimulates a response to the brand.” Moreover, recall of the name is not necessarily required because brand awareness in which can try via brand recognition. According to Emma Macdonald and Byron Sharp (2003), suggested, when a brand is recognized at point of purchase, its brand awareness does not need brand recall. This is a major point in the consideration of brand awareness as the most important communication objective. In fact, the difference is misunderstood by marketing and advertising managers. The difficulty is to relate to the essential difference between recognition and recall, that is extremely important to advertising strategy. Brand recognition and brand recall are two separate types of brand awareness. The difference depends upon the communication effect that occurs primarily in the consumers’ memory.
Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company. Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol.
Due to the fact that changing times imply as well a change of society and its changing wants and needs, companies have to be aware that a brand’s position should be adapted to a newly developed lifestyle. “All brands need to be revital-ized on a regular basis in order for them to be kept fresh, vital, and relevant to the contemporary market.” (Keller/Sterthal/Tybout 2002, p. 86).
This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility.
Branding on consumer purchase decisions. In order to comply with this a questionnaire was prepared and survey has been conducted among 100 respondents and data revealed that brands have strong influence on purchase decision.