The concept of Communication strategy (cs) is based on the assumption that corporate communication/ public relations/ communication management is practised as a strategic management function; that it assists the organisation to adapt to its environment by achieving a balance between commercial imperatives and socially acceptable behaviour; that it identifies and manages issues and stakeholders to ensure that organisational and communication goals are aligned to societal and stakeholder values and norms; and that it builds relationships through communication with those on whom the organisation depends to meet its economic and socio-political goals. Continue reading Communication Strategy: Get it right folks!
Branding is process of creating a unique image and name of a product in customer’s mind through various advertisements and promotions. Branding aims at attracting and retaining customers through establishing a differentiated presence and image in the market of any specific product. The American marketing association (AMA) define branding as a” name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” Hence branding is not a medium to hit target consumers but to present itself as prospect that provides a solution to consumer problem in huge competition. Much time is invested to built and define brand as it is the foundation of marketing communication which is a source of a commitment to consumer. Continue reading Why develop a Branding Strategy?