According to chapter six of the book referenced in the end, the main target that it strived to achieve was to show how marketing communication affects brand equality. The chapter focused on a number of things that are connected and related to marketing communication. There were some changes in the new media environment that affected the marketing communications that were currently operational. The changes that marketing communications made included creating awareness of brands, they linked points-of-parity and points-of-difference associations to the brand in consumers’ memories, they elicited positive brand judgments or feelings and they facilitated a stronger consumer-brand connection and resonance. These changes in the environment led to the brand equity from the perspective and views and comments of the consumers. Marketing communications had a chosen few options that they would have implemented to make sure that there were best brand-building communication programs. Options such as advertising and promotion, interactive marketing, events and experiences and, mobile marketing were the vital ingredients in the venture.
The chapter also shed light on some of the key tactical issues in evaluating different communication options. In addition to that the chapter gave detailed criteria in developing an integrated marketing communication program. From the study of the chapter, these criteria were termed as the six C’s which were; Coverage, Contribution, Commonality, Complementarity, Conformability and Cost. As the chapter, drew to its completion it mentioned and elucidated the mixing and matching of communication options.
According to my opinion, the author of the chapter did quite a commendable job in educating, informing and exposing some of the things that a learner might not have been aware. The breakdown of the chapter, from the introduction of marketing communications to the options given regarding communications, create a continuous flow of ideas that give the reader a perfect understanding of the topic in brand equity. The diversity of the chapter but at the same time sticking to the main agenda makes the topic comprehensive and densely supplied with enough information to satisfy any unanswered questions that may come up as one reads the topic.
On the other hand, the chapter is incomplete in describing the illustrations that it gives in the various sections of the topic. The reasons for the inclusion of the photos are not given though I think they are supposedly left out intentionally for the reader or learner to understand why the illustration has been placed there after explanation of a given concept. Apart from that, the writer of the chapter has strived to achieve the goal.
According to my judgment, the chapter is well organized and better than chapter six. It is due to the in-depth analyses of case examples given in chapter eight, something that lacked in the previously discussed chapter. The writer of chapter eight was more elucidative in the concepts mentioned in the chapter. The examples given provide a visual imagination of the reality of what is being discussed. Form the chapter it was clear than much more entails brand equity than just a name. It came out unawares that brand equity can be managed and measured through well established techniques. These techniques were mostly data collective, thereby bringing important information to the brand providers which in turn helped them know on what areas to improve.
In as much as the chapter was explanatory enough, there were still some areas that needed improvement. The illustrations were only mentioned, but their purpose of being there was not explained. The writer did not also give the sources of the information as appropriately as would have been required. There was zero inspecting and quotations that could have made the reader have a better glimpse of the source of the information. However, the chapter was completely up to the expected requirements.
Keller,Kevin. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Fourth Edition | 9780132664257.ISBN. 2013. eText.