Lesson 6 Case Studies Aileen R.
Arias Section A International American University MKT 500 Marketing Management Professor Mara Murphy, MBA Fall 2, 2017 CHANNEL IMAGES DO NOT REALLY AFFECT THE BRAND IMAGES OF THE PRODUCTS THEY SELL THAT MUCH VERSUS CHANNEL IMAGES MUST BE CONSISTENT WITH THE BRAND IMAGE To begin with this paper let us first define the two concepts at hand the brand image is the perception and characteristics that customers associate with a particular brand. Brand is an offering from a known source. All companies strive to build a brand image with as many strong, favorable, and unique brand associations as possible (Kotler Keller, 2016, p. 10).
On the other hand, the channel image is the perception and characteristics that customers associate with a particular distribution channel such as a retail store. These two concepts are related to one another but they are still different. Marketers should consider using the two concepts appropriately when deciding on creating an effective marketing strategy. One side of the issue is whether the channel image should be consistent with the brand images.
This does not necessarily mean that a particular brand should establish its own distribution channel. It may imply a different brand using a different channel that is of the same quality or value. First, vertical integration by using the same channel image as the brand image would be effective if the brand image is strong and appealing.
However, if the brand image is poor, vertical integration would not be a prudent choice (Schramm-Klein, Morschett Swoboda, 2008). Vertical integrationis a strategy where a company expands its business operations into different steps on the same production path, such as when a manufacturer owns its supplier and/or distributor. With regard to consistency in terms of using a channel of a similar quality with the product or brand, consistency is not necessary.
Consistency is only important if the channel image complements or enhances the brand image. It is also important when using multiple channels to avoid diluting the brand image (MCM Staff, 2000). However, if the channel image is weaker than the brand image, this will have a negative impact on the brand image.
Therefore, consistency between channel image and brand image is conditional only if it enhances brand image. The other side of the issue was channel images do not really affect the brand images of the products they sell that much. With an endless types of channels coming into play in todays complex world of marketing, marketers often find themselves reeling under the pressure of which one to choose. Theres digital in general, mobile marketing and how our omnipresent devices are changing everything about marketing. Theres social media marketing and, of course, theres traditional marketing, which still remains an important part of the equation. However, not every marketing channel makes sense for every business.
No one-size-fits-all-formula works either. Whatever brand of products is being promoted by whatever channel, it is still promotion in general. Channel images does not affect the brand images of the products they sell, once brands are advertise as to whether it is by traditional, digital and social media channels advertisements still works for the brands promotion and sales. In a survey to 509 US consumers by 1to1 Media, 41.5 use mobile device when interacting with a brand, and 23 through laptops.
Most interact with brands through the web (46), email (19) and mobile apps (15). The survey also says that 56 of the consumers are engage in the social media one or more times per day. This data shows that consumers dont literally look for the channels where to find the brands they need or wanted, instead they were looking for the brand image itself.
Proving that channel images dont really affect the product they sell that much. Conclusion To the issue whether channel images do not really affect the brand images of the products they sell that much versus channel images must be consistent with the brand image, it is concluded that both channel image and brand image are necessary in product or business marketing. Though there were instances that channel images plays a vital role in promoting brand images, this does not necessarily mean that channel images affects the brand images of the product they sell. Most consumers nowadays looks for the brand image rather than the channel image, aside from the fact that there were quite a lot of channels now where businesses can be promoted like the digital and social media channels, aside from the traditional channels of marketing.
References Kotler, P. Keller, K. (2016).
Marketing management. Boston, USA Pearson Education Inc. MCM Staff. (2000).Multichannel marketing Keeping the brand consistent.
Retrieved from HYPERLINK http//multichannelmerchant.com/news/multichannel-marketing-keeping-the-brand- http//multichannelmerchant.com/news/multichannel-marketing-keeping-the-brand-consistent-01032000/ Schramm-Klein, H., Morschett, D.
, Swoboda, B. (2008). Verticalization The impact of channel strategy on product brand loyalty and the role of involvement in the fashion industry.Advances in Consumer Research, 35, 289-297.
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