Investigative Essay

  • Category:
    Marketing
  • Document type:
    Essay
  • Level:
    Undergraduate
  • Page:
    4
  • Words:
    2336

3Brand Meaning

BRAND MEANING

Submission date

Introduction

Social media has been used by various organizations to market their products. The marketing departments within an organization have learned on the customer’s behavior and have in return created up social pages on Twitter, Facebook, and other social media platforms so that they can address out the issues affecting their customers, respond to various queries that affect them and to increase the popularity of the products among the consumers. All these have assisted in the brand meaning of the products. Brand meaning is the situation where customers are used to a particular product and will show a lot of confidence in the usage of the product. The customers’ show a lot of loyalty to a given brand and will not use the products of other firms. Brand loyalty and brand awareness are enhanced through brand communications that form the links between the management of the organization and the customers. The authenticity of the brand communications in the social media have been questioned as there have been cases of hackers who have hacked in the social pages of some organization and posted misleading information to the customers. This paper seeks to look into details how social media has accelerated the social construction of the brand meaning. It also looks on whether brand communication on the social media can be trusted.

The Authenticity and Trustworthy of Brand communication in the social media

It is the objective of each marketer to formulate their strategies that they can communicate with their market. Marketing can become more efficient if it is more consumer-driven. The presence of the social media in marketing has boosted brand communications among marketers, and they have been able to communicate effectively. Social media has created platforms where brand communication can be done directly with the customers so as to develop products that sell. As a result of this, the customers can become the co-creators of the product. Most of the online content is usually user-generated, and the content that will be included will come from the customers. It is, therefore, clear that brand communication participates in breaking the limits that exist between marketers and the customers. The familiarization that is created in the social media where the marketers engage in bran communication gives the customers more confidence to use a particular product compared to those firms that have not created the step to go online so that they can hear the views of their customers as well as the form that positive reputation with their customers.

Despite brand communications having positive impacts on the organization, the platform that it is mostly propagated may at times be corrupted and not all the information that the customers obtain are authentic and trustworthy. The reason as to why brand communication in the social media may not be authentic is because social media is accessible to everybody. To make the matters worse, hacking an online account has become so easy (Eggers, et al, 2013). This has led to numerous individuals who have hacked up accounts of various organizations. They then post up controversial information that may not be valid or verified by the organization. The information may depict the particular organization in a negative way. This will, in turn, destroy the good reputation that has been created by the company and the customers. Once the trust has been broken down in the customers, it will be hard for the marketers to convince back their customers. Their customers may choose another product, and this means that the particular organization would have experienced negativity in their operation (Weinberg, 2011). This therefore means that social media has the potential of damaging the reputation of any company if they have not put in place better strategies that can monitor up the social online pages. It is also clear that the information that may be on the online display for the customers to view may not be trustworthy as there may be enemies who may want to use the advantage of the easy accessibility of the social media to kill the reputation of a given firms. For firms to be able to avoid this wrong brand communication, they should put in place personnel that can engage in monitoring the complaints of the customers as well as responding to the claims and the views that are aired out by the customers. By so doing, they are assured that the brand communication o their products will yield them a lot of benefit (Jin, 2009). Therefore when any organization wants to boost their social construction on the social media and make their brand communication better, they should be authentic, always engage in conversations with their customers on their social media pages, come up with buyer’s persona, ensure their reputation is positive, always provide relevant content, be helpful in the social media pages, concentrate on the quality of the information they offer in the social media over the quantity of information they give to the social media and eventually be open to their consumers so that they can maintain their customers (Lanz, 2010). When marketers will follow the above steps, they are sure of their customers trusting their brand communication and it I no doubt that this will eventually lead to the success of the company. Brand communication is greatly related to brand awareness and brand loyalty as the two areas of brand meaning greatly depend in the brand meaning so that they can be greatly improved. It is good communications that forms up their foundation.

The social construction of the brand meaning regarding the brand loyalty

Brand loyalty is a form of brand meaning that can be greatly achieved by the use of the sioci9al media. Over the trending things in the marketing field, it is evitable that social media has accelerated the social construction of the brand loyalty (Delgado-Ballester, 2001). Brand loyalty is a situation where the customers stick to the use of a given product over other products even if the products have close substitutes that can be used. When a firm used the social media to advertise their products or sensitize their customers on the uses that are associated with the use of their products, the brand loyalty of that particular product will in no doubt be boosted (Carroll, 2006). Additionally, the presence of personnel to control the online social pages such as Facebook, Twitter, Instagram or even MySpace may give the firm a better advantage (Muniz Jr, 2001). This is because recent studies have shown that customers normally log in to the social pages of organization to air out their complaints tothe particular company can have trained personnel that will highlight them on the use of the specific product and respond to the mist of their issues in an appropriate way, it is no doubt that he customers will have more confidence in using his product. They will know that they will be able to get assistance in the fastest way possible as they will communicate with the support staff from the firm and will be able to get assistance in the fastest way possible. This explains the reason why marketers have gone to the social media and most of the firms are creating up their social pages and websites so that they can easily communicate with their target market. Enhanced communication and interactions on the social media platforms have assisted companies to win the trust of their customers. This trend has so much accelerated the social construction of the social media (Algesheimer, 2005). The performance of the company will, therefore, depend on how best the marketers of different companies have set of their plans so as to win the trust of their customers. Brand loyalty of a firm is closely related to the brand communication as for the success of the brand meaning; Brand communication is needed to be enhanced to greater degrees. Increased brand loyalty among the consumers will automatically lead to brand awareness among the customers. Marketers, therefore, are left with no choice but to improve their use of the social media so that their brand loyalty may be boosted up.

The social construction of the brand meaning regarding the brand awareness

Social media has virtually changed the operation of the marketers’ n nearly everything. It has eased up their duties, and most of them rely on the social media for the success of their duties. Most of the marketers’ have taken it to the social media where they engage with their target market in communication (Pappu, 2005). They have been able to get a larger market in the market. It has been found out that customers can be best convinced when a more appealing thing is subjected to them. If the marketers have come up with an appealing advertisements in the social media most of the users of the social media will like it, and this means that the brand awareness of the particular product will automatically go up. It is for this reason that most firms have decided to use bloggers to market up the products of the firms they work for. Bloggers normally post up interesting and controversial stories that many people like. When people like up the pages of the bloggers, it becomes an indication that majority of people normally read the posts of those bloggers (De Chernatony, 2007). For efficient marketing, marketers have advertised out their products in the social pages, and most of the people have been able to like up the posts. The more like a post have, the more he brand awareness of the firm. Companies, therefore, use bloggers who have most followers, Trough this they are sure of passing out their information to a larger population. This population will be sensitized about the presence and the usage of the product.

Most of the companies have been aware of these and therefore to shoulder high above the competitor, there should be better ways that marketers can adopt so that they can win the trust of the customers, majority of the marketers have taken it to the social media where they have formed up Whatsapp groups so that they can have the personal contacts of their contacts (Kavaratzis, 2005). This is the new trick that is used by new companies to gain the trust of their customers. Once the marketers have got the number of the customers, then they need they are in a better position to research from them at an appropriate time. They can get the personal response of the customers and respond to them appropriately. What the marketers them do with the numbers is that they text up the customers to tell them more about the product. They convince them up that the particular product is capable of solving up the problems and that it is cost effective and have advantages compared to the other producers (Algesheimer, 2005). The result is that they will have increased the brand awareness of the product and that there are higher chances of the customers using up a particular brand if they are more familiar with it compared to the use of brands they are not well familiar with. It is evitable therefore that the use of social media has accelerated up brands awareness and that the brand meaning of a product can be socially constructed and shaped up with the social media. Just like brand loyalty, brand awareness also depends on the brand communication for its success. It is the brand communication that will make the customers aware of the brand. Brand loyalty would also be achieved if brand awareness already exists among the customers. It is therefore that brand communication, brand awareness, and brand loyalty can be achieved by the marketers if they learn the customers’ behaviors.

Conclusion

There are different social Medias that have been invented by IT technocrats. These social media platforms have received a lot of users. Most youths and even people of other age brackets have taken it so much to the social media, and that is why marketers’ have taken advantage of the situation and are now engaging in direct talks with their customers on the social media so that they can get firsthand information from them. This kind of information may be as useful to the organization as they will be able to identify their weaknesses and form strategies to counter the effects.

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