brand communication

Good brands leave lasting memories for customers. Do you remember the VW Beetle in a great movie? If so, it would probably be Herbie the Love Bug. But the VW Beetle takes me back to my student days in the bayou. There was a guy from my own hometown driving a purple VW Beetle. This guy reminded me of Prince and the Revolution when he graced our campus. This story is a reminder of how important it is for businesses to make a good impression on customers. Good memories can be a strategic advantage for companies. The principle of working memory and long-term memory applies to a large extent to learning consumption behavior.

Michael Solomon, author of consumer behavior, claims that the test of the branding ability of brand elements is what consumers would think or feel about the product if they only knew the brand name, associated logo and other characteristics. Solomon goes on to suggest that many companies need to understand broad connections between products and memories to create a potential way to build and sustain brand loyalty. VW Beetle shows how lasting impressions can make a difference. Thank you for your story to continue this topic.

A few years ago my wife and I were looking for a new home. Our agent, a friend and parishioner, drove us around in his LS 400. I was in the back seat. I would never forget my comfort. The vehicle was luxurious. The vehicle was presented in black. Of the six brand elements, my Lexus experience related to memorability. Kevin Keller, author of Strategic brand managementclaims that marketers seek to promote this element through inherently memorable and attention-grabbing features, thereby making a purchase easier to remember or recognize.

Mark Johnston and Greg Marshall, authors of relationship sale, further claim that organizations that use integrated marketing communications ensure that the marketing message is consistent across organizations. It was clear to me that Lexus uses its customers to further promote its brands. My friend kept telling us how reliable his Lexus car was despite having clocked over 100,000 miles. Therefore, Lexus strategically presents its brands with a variety of branding elements.

Good brands are also popular with customers. A key attribute of brand equity is the word “Trust!”. Keller also suggests that branding elements are those brandable devices that identify and differentiate the brand. Trust is one of those core values ​​that drive branding elements. Most consumers don’t buy from someone they don’t trust. Consequently, brands that underestimate trust by using sales tricks or even scams will not be able to build real trust with buyers. Michael Beverland, author of Building brand authenticity, emphasizing that authenticity involves the manifestation of the search for what is real. Therefore, trust can go a long way in supporting a brand. It is directly related to sympathy.

© 2013 Daryl D Green


Beverland, M. (2009). Building brand authenticity. London: Palgrave MacMillan.

Keller, K. (1998). Strategic brand management. Upper Saddle River, NJ: Pearson Prentice Hall.

Johnston, M. & Marshall, G. (2010). relationship sale. New York: McGraw-Hill Irwin.