Brand management/individual assignment Essay Example

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Questions 1: why it is necessary to explore consumer insights when measuring the effectiveness of the advertising campaign?

The sales related figures at B &Q are seen as crucial in determining the success of the advertising campaign, but it is crucial to note that the success of the advertising campaign is also attributed to other aspects. In relation to these it seems necessary to explore the consumer insights when measuring the effectiveness of the advertising campaign. This is based on the notion that the kind of consumer insights that are needed when it comes to products and brands tends to be more related to what the targets consumers are thinking and saying what really matters to them. With this companies such as B & Q could create brands that deliver fully the benefits of such insights and at the same time they would win and succeed exceptionally in relation advertising and marketing that shows the benefits and sells there brand in a way that is more believable by the targeted consumer group (Elliot & Percy 78).

It was necessary to explore the consumer insights when it came to measuring the effectiveness of the advertising campaigns since through the consumer insights, B & Q creates stronger brand connections. These are seen as the connections surpass brand and consumer relationships. The connection are in a way authentic and therefore creates a true human bond between the brand and the consumers and through this the B & Q brand is seen as being an essential part of the society (Elliot & Percy 80). Through the consumer insights B & Q develop and the through this the connection between them and the customer seems to be beyond what is mainly shared between a seller and a buyer and it tends to be of two personalities that have a clear and concise understand of each other purpose.

The consumer insights were also essential in measuring the effectiveness of the advertising campaign since it in a way acts as a way of advertising the brand. Relevance seems to be closely linked to understanding. It is mainly asserted that when the consumer’s understands about the brand from a human level they are more likely to share more stories about the brand with others. The stories shared about a brand tends to create both exponential and organic growth and this is mainly based on the notion that true human stories tend to have an impact on people and more so on a human level. The unlocking of the human truth from the consumers, B & Q was able to move their brand just trying to keep up with the latest trends as well as the changing lifestyles and instead they became part of the lifestyle and form the trends together with the consumers, this is opposed to the idea of trying to follow the consumers (Aaker & Joachimsthaler 40). Through the consumer insights the B & Q connected with the consumers not just from the emotive level. By having a clear understanding of what the consumer needs, thus the products will be well fitted to what the consumers want thus leading to greater sales figures. Question
2: What other elements do we need to take into account in order to build a successful brand? Discuss the possible elements in the case of B & Q

The B & Q case emphasizes the effectiveness of advertising to branding. Based on the advertising seems to be of great importance when it comes to brand development, but at the same time advertising cannot work alone when it comes to building successful brand and there are also other elements that need to be taken into account. Another element that B & Q needs to make use of together with the advertising is that they need to be consistent. This is based on the notion that when consumers return to a business premise after the first purchase they expect same or a heightened level of quality. Some consumers are not willing to deal with companies that lack consistency and at time this seems to be the major reason as to why consumer’s shifts to ones close competitors. Therefore, to avoid this B & Q needs to ensure consistency (Riezebos 34).

The other element relates to uniqueness. Brand development calls for something that is distinctive. Therefore, in advertising B & Q needs to be a leader and not a follower and based on this they need to have something special that separates its form its close competitors in the market. The other element relates to the agility of a brand. With the numerous development and innovations that are taking place all over the globe, the tastes and preferences of the consumers are likely to change within a short period of time. Through such agility, B & Q will be able to keep up with development of the surrounding culture (Aaker & Joachimsthaler 40). Another element that B & Q needs to ensure is that they should have a passion. While at times it may be possible to build brands during a short term without passion, but in the long run passion needs to be there. Thus, B & Q needs to have a passion that propels them into working hard and also deliver greatness. The passion is likely to lead to enthusiasm. Together with advertisement consumers will become enthusiastic about the products and in combination with paid advertisements the consumers will act as advocates of the company in that they will use the word of mouth to advertise the company and make referrals. Through the passion, B & Q will be on the receiving end since it can persevere and mostly through the most inevitable setbacks.

Another element that B & Q needs to consider is that of being innovative. Companies that need to keep up in the current competitive world need to keep up with technology advancements and through the innovativeness they will avoid being complacent and stagnant. Thus B & Q should never stop pushing they should always try to focus more on improvements and innovation since great and successful brand are not satisfied with their current level of success and thus they always strive to be better meaning that they will be offering their customers with additional aspects from time to time (Riezebos 34).

Work cited

Aaker, David & Joachimsthaler, Erich. Brand Leadership. New York: Free press, 2000.

Elliot, Richard & Percy, Larry. Strategic Brand Management. Oxford: Oxford university press, 2007.

Riezebos, Rik. Brand Management. Harlow: Prentice Hall, 2003.