Brand Identity

Marketing communications play a very big role in creating a strong brand identity. A brand is more than just that, a brand is almost like a person; it holds certain characteristics, values and personality traits. Combining all these aspects allows a brand to communicate with their consumers, which creates a strong relationship between the two parties. Brands have to communicate a certain message to reach their consumers and get them on-board with the brand, they communicate their messages using the following marketing communication tools: advertising, public relations, personal selling, sales promotion and direct marketing.

These marketing communication tools can be broken down into two categories: personal communications and non-personal communications. Advertising, public relations and sales promotion can be grouped under non-personal communications because they communicate with consumers in the mass, they tend to be able to reach a large audience and have low interaction with consumers. They also can have a high percentage of wastage. The other marketing tools are known to be personal communications, these types of communications interact more with the consumer. They are two-way communications and they are used directly face to face or through mail and email or using Internet based services. Communications can sometimes fail to reach the intended target, misinterpreted or blocked by noise. External noise such as poor reception, distractions and other commercial communications can hinder the effectiveness of communications. Internal noise can also block commercial communications. Some may not be noticed, particularly if they are not relevant, others may be changed to fit existing attitudes and beliefs and only some messages are transferred from short to long-term memory so many might not be remembered. Some brands that have had difficulty with their intended messages include Stella Artois, Lacoste and Burberry. Stella Artois gave out the message of being

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