Brand Building
Daystar University
Topic: Brand Building
Name: Joyce Njoki
Admission Number: 10-1718
Submitted to: Mrs. Julie Muraya
School of Communication
Valley road Campus
THESIS
Topic
Brand building
Thesis statement
Brand building is a public relation function that involves understanding the type of brand the company requires and the types of brand assets involved in brand building that lead to development of a strong brand.
BRAND BUILDING
Introduction
Branding is the use of words, designs and symbols to give a product a distinct identity and differentiate it from competitive products (Burkwood, 2008). The main aim of branding is to make the customers of that product learn to associate with the value created by a particular product. This in turn simplifies their decision making process since they begin to routinely buying the brand rather than stopping to evaluate every alternative while shopping.
Public relations and brand building
According to Njoki Waweru, from BlueSky Adventures, while branding a company, one has to work together with the Advertisers. However, it is important to note that Public Relations is different from advertising. Public Relations, is a sophisticated way of projecting products and brands into the consumer minds.
The difference between public relations and advertising is that, while advertising relies on buying space public relations aims to make news by highlighting the organizations events, launches and newsworthy developments (Nidal A. Z., 2012). For example Tusker Lite has various advertisements such as on billboards and also on newspapers, (Daily nation, 2013) but branding would involve having an event that is covered by media.
A Public relations campaign ensures that the brand maintains a steady presence in the media (Nidal A. Z., 2012). The current strategy being used at BlueSky is the allowance of the work to speak for itself, having the clients advertises the company through word of mouth. The last interview was done by Teens Connect a
Topic: Brand Building
Name: Joyce Njoki
Admission Number: 10-1718
Submitted to: Mrs. Julie Muraya
School of Communication
Valley road Campus
THESIS
Topic
Brand building
Thesis statement
Brand building is a public relation function that involves understanding the type of brand the company requires and the types of brand assets involved in brand building that lead to development of a strong brand.
BRAND BUILDING
Introduction
Branding is the use of words, designs and symbols to give a product a distinct identity and differentiate it from competitive products (Burkwood, 2008). The main aim of branding is to make the customers of that product learn to associate with the value created by a particular product. This in turn simplifies their decision making process since they begin to routinely buying the brand rather than stopping to evaluate every alternative while shopping.
Public relations and brand building
According to Njoki Waweru, from BlueSky Adventures, while branding a company, one has to work together with the Advertisers. However, it is important to note that Public Relations is different from advertising. Public Relations, is a sophisticated way of projecting products and brands into the consumer minds.
The difference between public relations and advertising is that, while advertising relies on buying space public relations aims to make news by highlighting the organizations events, launches and newsworthy developments (Nidal A. Z., 2012). For example Tusker Lite has various advertisements such as on billboards and also on newspapers, (Daily nation, 2013) but branding would involve having an event that is covered by media.
A Public relations campaign ensures that the brand maintains a steady presence in the media (Nidal A. Z., 2012). The current strategy being used at BlueSky is the allowance of the work to speak for itself, having the clients advertises the company through word of mouth. The last interview was done by Teens Connect a
References: Aaker D. & McLoughlin D. (2010). Strategic Market Management; Global Perspectives. John Wiley & sons’ ltd, United Kingdom. Burkwood M. (2008). The marketing plan handbook, (3rd Ed.) Pearson education ltd, New Jersey. Dwyer R. & Tanner J. (2009) Business Marketing; connecting strategy, relationships and learning (4th Ed.) McGraw-Hill companies inc., New York. Hynes A. (2009) How public relations elevates brand value. Retrieved on 17th April 2013 from http://www.prsa.org/Intelligence/TheStrategist/Articles/view/8438/1004/How-public-relations-elevates-brand-value Nidal A. Z. (2012). PR’s role in brand management. Retrieved on April 17th 2013 from http://www.orientplanet.com/Viewpoint_PR.htm , Dubai, United Arab Emirates Njoki Waweru, BlueSky Adventures, 17th April 2013, 4pm at BlueSky Adventures, number 020.230.985 Email: njoki.waweru@blueskykenya.org Spencer G. (2009). Types of brand. Retrieved on April 21st, 2013 from http://www.advertisingbeacon.com/types-of-brand.html (2013) Antarc Furniture’s advertisement; Thursday 7th February Daily Nation Edition, Nairobi, Nation Media Group (2013) Tusker Lite Advertisement; Friday 15th February, Daily Nation Edition, Nairobi, Nation Media Group Zuqka (2013) Mutua Matheka; The Dark Knight of Nairobi; Friday 15th February, Daily Nation Edition, Nairobi, Nation Media Group