What is Marketing Communication ?

Few or perhaps all of you know what the 4P (Product, Place, Price, Promotion) or 7P (4P++ Process, People and Physical Evidence) is. 4P and 7p is related with the creation of product and all things nearby product’s attraction so that the product has high quality and it is expected able to fulfill the customers’ needs or wants. The question is how the fate of a product if customers don’t know it? Is it going to be sold well? The most logic answer is that product will fail in markets. Do not expect even that much that its brand become popular, because the product can’t be sold well. Now then marketing communication is crucial here. Marketing communication is a mechanism to inform, introduce, or popularize qualities that a product has and its brand. The analogy related with writing world including blogging world is a person called “A” has brilliant ideas, and by writing his/her ideas in email groups, magazine, and also blog then A’s qualities and A as a personal brand become popular. What the marketing communication delivers is brand messages. Brand messages are not about the brand but also all things that the brand promises that can satisfy customers’ needs or wants. Brand messages are delivered to customers through eight marketing communication functions.

What is Brand ?

Brand is a name, a term, a sign, a symbol, a pattern, or combination of those things that can differentiate products (goods or services) that you sell with competitors’ products and that delivers promises to customers. Strong brand in the mind of customers can be achieved when: first that brand is memorable in the mind of customers as something with high quality and it delivers promises to the customers that are different with other brand competitors’ promises and those promises that the brand delivers are needed or wanted by customers. Brand is so powerful when its customers are loyal and actively become evangelists of that brand. They become evangelists when they are starting to spread the information about that brand to their friends, families, and colleagues and asking those people to try that brand.

What is Brand Equity ?

Hmm, what is Brand Equity, what are it's differences with brand?. Brand Equity is the value of a brand that is felt or thought by customers. For example, I personally as one of the Coca-Cola’s consumers think that the brand of Coca-Cola is kewl, suitable for hanging out, but ‘toxic’ a.k.a is not healthy for the body if I drink it too much n too often. Brand Equity is a connector between what customers felt about a brand in the past, in the present, and in the future. If Brand Equity of a product in the past is good then with doing marketing programs and IMC that don’t change drastically the value of that brand in the customer’s mind then its Brand Equity in the future will be good too or shall be better than its in the past.