Communicating collective identities (business and marketing) Essay

Communicating collective identities (business and marketing) - Essay Example This paper basically examines that what makes brands great, but first it is beneficial for every organization or company to briefly review the evaluation and the valuation approaches. Most of the brand owners today rely on the marketing-oriented measure like esteem and awareness (Chernatony, 2006, pp. 300-318). As a result of the brand evaluation by using the KPI or also by using the scoring system the company can also determine the value of the brand equity whether the current or the future which is compared to their short-term or to their long-term objectives. The evaluation is the important term for every brand owner and also for every company because it is only with the help of evaluation it takes the brand owner through many aspects with the help of which the brands now gives and constitutes the sound advice on strategically developing their brand. On the other hand it also gives the practical guidance on how the brand owner can implement their brand strategy. There are some unintended consequences of the branded communication at the social as well as at the cultural level. ... Various conventional forms of the brand communication through advertising, and also through public relations have achieved great and a huge success in the past, but on the same side their effectiveness is now declining dramatically in today's customer-dominated climate. Therefore, the traditional forms of the advertising reach fewer targeted customers. At social as well as at the cultural level there are various kinds of problems which the customers are facing and on the same side the brand owners or the marketers are trying to solve this problem. (Chernatony, 2006, pp. 300-318) Unintended consequences are the outcomes that are not termed as the results which are originally intended from a particular situation. Unintended consequences can be basically grouped into three main types: A positive and also an unexpected benefit. A preserve and a negative effect. A potential and helpful source of various problems. The main purpose of the social marketing program is also to affect some of the changes in the target audience's behaviors and attitudes. Some unintended consequences of branded communication at the social level are defined as follows: Process evaluation. Outcomes evaluation. Impact evaluation. Process evaluation basically determines that whether the intended target audience was reached or not. If yes, then the outcome evaluation measures that whether they are engaged in the desired or respected behavior or not. Along with this, the impact evaluation also judges whether the performance of the behavior did induce the desired change or not. While the marketing which is related to the social program is in effect, the process evaluation should also take