Title:
BRANDING AND COMMUNICATION FOR COMPETITIVENESS
Keywords Branding, communication, commercial direction, public relations, advertising, marketingAuthor:
UMA
Languages: English
Objectives/goals:
1.   Knowing the importance of marketing and communication in the company.
2.   Knowing how to differentiate concepts related to brand management.
3.   Differentiating between communication and marketing functionalities.
4.   Focusing on the elements of business management, advertising, public relations and marketing.
Description:
Branding and communication in a company is of the most importance, since the achievement of economic benefits depends on them directly and indirectly. So much for a company that has just been born as a company consolidated in the market they have to take care of these aspects. The goal of every company is the achievement of economic capital, but to achieve this, it is important to invest in capital imagevision. Communication and marketing are essential for any ART-microenterprise, to a greater or lesser extent. Before embarking on investing in advertising, commercial communication or public relations, we must know what they are for and how they can help us to become more competitive companies.
Within this brand management, we have to have clear concepts such as image, identity and reputation. They are commonly confused. Although they are related concepts, they have different meanings. Within the commercial communication, we can highlight four very useful elements to improve the results of small businesses, such as business management, public relations, advertising and marketing.
Thanks to these elements we can position the Art&Craft mircroenterprises in an attractive place for our current or potential clients. With the use of these four elements we can greatly improve the economic benefits in the short, medium and long term. When we dedicate a budget of Art&Craft mircroenterprises in commercial management, advertising, marketing or public relations we are not making an expense; we are investing in improving the image of the company to get more benefits.
The commercial direction is decisive in many companies, since it manages to approach the client and offer them the products, which would otherwise be impossible to find. Advertising is a way to teach the product characteristics to customers and thus produce the need for purchase. Public relations try to improve the image of the company through tools such as the organization of events, among others.
Finally, marketing with its elements helps us position ourselves in the market to reach our customers, using the policies properly, called 4P: product, price, point of sale and promotion.
The management of the brand as an essential element to give visibility to ART-microenterprise, which help us to improve the notoriety, the reference value, the continuous evolution and progress of the brand and the differentiation in the market.
We will know what a brand is, what its elements are (corporate colors, typography, shapes, etc.)
We will differentiate the types of brands: umbrella brand, brand, distribution brand and collective brand.
Difference between the concepts of image, identity and reputation. The image is a plot of the public, while identity is a matter of the company itself.
Reputation is a more advanced concept than the image, but where factors such as the different audiences of a company (beyond customers) and the expectations they have regarding the company come into play.
Commercial Communication for Art&Craft microenterprises
Business management is very important in a company to be able to approach the target audience. It is the functional management responsible for facilitating and carrying out the commercial activity of the company.
For an adequate management of the commercial management, an analysis of the commercial system, design of strategies, and an adequate organization and coordination of the commercial management is necessary.
To analyze the needs of the market, it is essential to carry out a previous commercial investigation.
In the marketing process there are, on the one hand, the demands of consumers, reflected in a market, and on the other hand, the products or services that companies make available to this market, either directly or through intermediaries.
Within the commercial system we have to take into account the actors that comprise it (companies, competition, suppliers, intermediaries, market and environment); on the other hand there are many variables that we have to study.
Public relations are the set of activities that are carried out with the generic purpose of obtaining, maintaining or recovering the acceptance, trust and support of a diversity of audiences, not always related to the products or activities that the company develops.
The purpose of public relations is to modify an opinion or behavior by making the person convince of it.
Public relations is very useful for ART-microenterprises, as they are a very subtle way of getting clients and their loyalty.
There are many public relations tools, but the most used is the organization of events.
This third block explains the concept of advertising, as well as the correct choice of the message for each company. It must be a message with the so-called “unique purchase proposal†(UPS), related to the benefit of the campaign.
We will know the difference of media and formats, as well as examples of them. In this case, it is convenient to know what our target audience is to be able to invest in the appropriate means.
Advertising agents are the transmitter (company or advertising agency), receiver (target), message (advertisement) and channel (support).
There are many ways to classify advertising (depending on the transmitter, the message, the media, ect).
Regarding media, we can differentiate between advertising “above the line†(traditional media) and “below the line†(non-traditional media).
The fourth block presents the world of marketing and its elements, they called 4Ps (product, placement, promotion and price).
The Art&Craft microenterprises must make a study of these elements by executing a SWOT analysis (weaknesses, threats, strengths and opportunities) of the company, before entering into important decisions.
The product is the set of attributes (characteristics, functions, benefits and uses) that give it the ability to be exchanged or used.
The point of sale is the form of conversion that the companys products have. It also refers to distribution.
The promotion is related to communication, and the saber distinguishes that product from the market in order to develop a communication plan.
The choice of a suitable price of the product is very important for its subsequent adaptation, in the market taking into account the value and the price of the same.
Indicators
Bibliography
Fombrun, Ch. (1997). Reputation, Realizing Value form Corporate Image, Harvard Business School Press. FOMBRUM, C.J. y VAN RIEL, C.B. (2003): Fame and Fortune. How Successful Companies Build Winning Reputations, FT Prentice Hall. https://www.ziprecruiter.com/e/What-Is-the-Difference-Between-a-Commercial-Director-and-a-Sales-Director https://blog.hubspot.com/marketing/public-relations-definition https://www.antevenio.com/blog/2015/04/tipos-de-soportes-publicitarios-digitales/ https://www.marketingdirecto.com/marketing-general/tendencias/%C2%BFconoce-las-4ps-del-marketing https://www.cyberclick.es/en/marketing Kotler, P. (2018). Principles of Marketing, Global Edition https://economictimes.indiatimes.com/definition/advertising
Related material: 2.2_artcademy_branding_and_communication_for_competitiveness_l2_intermediate_en_uma.docxTraining Fiche PPT: 2.2_artcademy_course_branding_and_communication_for_competitiveness_intermediate_en_uma.pptx
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Title:
BRANDING AND COMMUNICATION FOR COMPETITIVENESS
Keywords
Branding, communication, commercial direction, public relations, advertising, marketing
Author:
UMA
Languages:
English
2.   Knowing how to differentiate concepts related to brand management.
Description:
The goal of every company is the achievement of economic capital, but to achieve this, it is important to invest in capital imagevision. Communication and marketing are essential for any ART-microenterprise, to a greater or lesser extent. Before embarking on investing in advertising, commercial communication or public relations, we must know what they are for and how they can help us to become more competitive companies.
Branding for Art&Craft microenterprises
Image, identity and reputation
We will differentiate the types of brands: umbrella brand, brand, distribution brand and collective brand.
Difference between the concepts of image, identity and reputation. The image is a plot of the public, while identity is a matter of the company itself.
Reputation is a more advanced concept than the image, but where factors such as the different audiences of a company (beyond customers) and the expectations they have regarding the company come into play.
Commercial Communication for Art&Craft microenterprises
Commercial Direction
For an adequate management of the commercial management, an analysis of the commercial system, design of strategies, and an adequate organization and coordination of the commercial management is necessary.
To analyze the needs of the market, it is essential to carry out a previous commercial investigation.
In the marketing process there are, on the one hand, the demands of consumers, reflected in a market, and on the other hand, the products or services that companies make available to this market, either directly or through intermediaries.
Within the commercial system we have to take into account the actors that comprise it (companies, competition, suppliers, intermediaries, market and environment); on the other hand there are many variables that we have to study.
Public Relations
Advertising
Introduction to Marketing
The Art&Craft microenterprises must make a study of these elements by executing a SWOT analysis (weaknesses, threats, strengths and opportunities) of the company, before entering into important decisions.
The product is the set of attributes (characteristics, functions, benefits and uses) that give it the ability to be exchanged or used.
The point of sale is the form of conversion that the companys products have. It also refers to distribution.
The promotion is related to communication, and the saber distinguishes that product from the market in order to develop a communication plan.
The choice of a suitable price of the product is very important for its subsequent adaptation, in the market taking into account the value and the price of the same.
Fombrun, Ch. (1997). Reputation, Realizing Value form Corporate Image, Harvard Business School Press.
FOMBRUM, C.J. y VAN RIEL, C.B. (2003): Fame and Fortune. How Successful Companies Build Winning Reputations, FT Prentice Hall.
https://www.ziprecruiter.com/e/What-Is-the-Difference-Between-a-Commercial-Director-and-a-Sales-Director
https://blog.hubspot.com/marketing/public-relations-definition
https://www.antevenio.com/blog/2015/04/tipos-de-soportes-publicitarios-digitales/
https://www.marketingdirecto.com/marketing-general/tendencias/%C2%BFconoce-las-4ps-del-marketing
https://www.cyberclick.es/en/marketing
Kotler, P. (2018). Principles of Marketing, Global Edition
https://economictimes.indiatimes.com/definition/advertising
Related material:
2.2_artcademy_branding_and_communication_for_competitiveness_l2_intermediate_en_uma.docx
Training Fiche PPT:
2.2_artcademy_course_branding_and_communication_for_competitiveness_intermediate_en_uma.pptx