Brand Management Individual

Questions: 1. In addition to the sales-related figures, why was it necessary to explore consumer insights when measuring the effectiveness of advertising campaign? 2.The case emphasizes the effectiveness of advertising to branding. Advertising is important to brand development, however, in order to build a successful brand, what other elements do we need to take into account? Discuss the possible elements in the case of BQ. Answers: 1. To measure the effectiveness of the advertising campaign BQ can take use of the sales figures or the annual reports for ascertaining the profit attained in that particular year through the advertising campaigns but merely taking information from the sales-figures is not an appropriate analysis of the effectiveness of the advertising campaigns. In the present scenario, there is a need to evaluate the experiences and feedbacks of the customers by taking their insights regarding the campaigns developed by the company. The actual performance and effectiveness can only be drawn by communicating with the customers and evaluating their understanding and responsiveness towards the campaigns. If the customers perceived the campaigns in a positive manner and facilitate to buy the products of the company then it can be said that the advertising campaigns were effective but if the customers do not find the advertisement striking and eye-catching then may be because of various other reason the sales-figures got extended but the brand recognition would not be in place. And to retain the customers and to attain brand sustainability there is a need to take insights of the customers that what they actually feel about the campaigns and the advertising strategies adopted by the company and taking their feedbacks regarding the effectiveness of the advertising campaigns rather than just focusing over the companys sales figures (Elliott, Elliott and Percy, 2007) 2. Advertising possess great significance in the development of a brand as advertising is an extensively wider term. In the case of BQ, to build a successful brand there are several other elements which can be take into account. These elements comprise of firstly the integrating marketing communication, for building up of brand equity, the company needs to develop a model which is highly customer based. Through this practices, the experiences, images, perceptions and feeling of the customers are directly associated with the brand and it helps in developing the brand (Keller, 2009). Other important elements which can develop a successful brand are involvement of the employees in the brand building. The customers get knowledge of the products and services from the employees and there is a need that employees must influence the customers by displaying the efficiency of the companys brand in the home improvement sector. There is a need that the employees effectively communicate with the customers and represent the brand. Another vital element for enhancing brand recognition could be increasing the flexibility of the business operations which means that BQ must be consistent in providing improved and quality services but adopt practices to bring innovativeness and change in its products so that the new generation can be facilitate and attract. Being rigid with the old concepts can never give an opportunity to any brand to be recognized from future perspectives, flexibility increases brand sustainability, development and recognition (Stec, 2015). The company can also take use of multi platform campaigns such as email, outdoor and print within the already existing local market campaign so that there can be effective brand building of BQ (Aronstam, n.d.). References Aronstam, S., n.d. Measuring the Effectiveness of Multi Platform Advertising, Spa Future Thinking, Pp.5, Accessed on: 22nd September, 2016. Accessed from: https://irisnetwork.org/media/work/SPA_Multi-Platform-Advertising.pdf Elliott, R.H., Elliott, R. and Percy, L., 2007. Strategic Brand Management, Oxford University, Pp.265. Keller, K.L., 2009. Building strong brands in a modern marketing communications environment, Journal of Marketing Communications, 15(3), Pp.139-155, Accessed on: 22nd September, 2016. Accessed from: https://markenmanagement.files.wordpress.com/2012/01/buildingbrands.pdf Stec, C., 2015. Introduction to Brand Strategy: 7 Essentials for a Strong Company Brand, Accessed on: 22nd September, 2016. Accessed from: https://blog.hubspot.com/blog/tabid/6307/bid/31739/7-Components-That-Comprise-a-Comprehensive-Brand-Strategy.aspx#sm.001374assixke8y102620q422fy4d