Compelling Branding
Having a high brand image is vital since brand representation affects target market perception and their imaginations, therefore, engaging their ongoing interest. The authenticity and creativity of a brand makes it compelling to many prospective customers. Besides, the value the brand attaches to its products and services promotes a memorable consumer experience (Olenski,2018). Moreover, quality brands are more attractive to consumers and thus increases their loyalty to the brand.
Marketing is a valuable tool for every brand, mainly because brand marketing increases customer awareness and influences decisions of a variety of consumers. Thus companies use marketing to illustrate what their brands represent, attract target audiences, and improve the long-term success of the company. Firms can improve brand communication by being completely authentic with their content (Bhasin, 2019). Additionally, firms need to communicate with their fans and followers by creating positive conversations that encourage the audience to share and comment on what they would like to experience and see from your brand.
Brands can prevent unethical marketing by setting prices that are not exaggerated; instead, they should consider costs that do not overweigh the value of their customers. Secondly, brands should avoid sending spam emails that customers haven’t asked signed up for. Moreover, during advertising, brands should be open and provide all essential information without any omissions (Advertising Standards Authority). Furthermore, it is vital for brands to support their claims with adequate evidence, especially for health-related and beauty adverts.
Unethical marketing affects brands by decreasing their credibility and impression to consumers. Besides, unethical marketing destroys brands reputation, and in extreme cases, it results in suing or legal consequences (Hyken, 2019). Unethical activities attract negative limelight on the company, which leads to possible loss of potential clients.
References
Advertising Standards Authority | Committee of Advertising Practice. (n.d.). Six top tips to avoid misleading advertising. Retrieved from https://www.asa.org.uk/news/six-top-tips-to-avoid-misleading-advertising.html
Bhasin, H. (2019, December 17). What is Brand Communication? Advantages of Brand Communication. Retrieved from https://www.marketing91.com/brand-communication/
Hyken, S. (2019, August 9). Unethical Marketing Destroys Customer Experience And Brand Reputation. Retrieved from https://www.forbes.com/sites/shephyken/2019/08/11/unethical-marketing-destroys-customer-experience-and-brand-reputation/#3ec697cf724a
Olenski, S. (2018, August 23). 4 Tips For Crafting A Compelling Brand Story. Retrieved from https://www.forbes.com/sites/steveolenski/2018/08/23/4-tips-for-crafting-a-compelling-brand-story/#608469ce79ac