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Sales Promotion And Brand Equity
Posted By: Aleerak* on 10/14/2004 6:32 AM (CST) 125 Points
How can sales promotion be used to build brand equity?

Posted by: W.M.M.A. Accepted Answer
10/14/2004 10:01 AM (CST)
Why not start with Search Questions area of the forum. When you've read those, and have more specific questions related to this topic, come back and ask. We'll welcome the challenge.
Randall
WMMA
 
Posted by: Peter (henna gaijin) Accepted Answer
10/17/2004 12:53 AM (CST)
Brand is all encompassing. Every time you 'touch' a customer, whether directly (such as through sales promotion) or indirectly (person hearing about your product/service from another customer), you affect your brand's reputation. So any sales promotion will automatically have an impact on your brand equity (but whether good or bad all depends on the targeting, messaging, and quality of the sales promotion).
 
Posted by: Dee* Accepted Answer
10/19/2004 12:44 AM (CST)
Aleerak,

Brand equity is the value that is built in the brand. Sales promotion encompasses of various activities through which the "message" for a particular product is communicated to the customers. It refers to a collection of short-term incentive tools that lead to quicker/larger sales of a particular product. Sales promotion could involve consumer promotions like coupons, sweepstakes, rebates, free offers, incentives etc.

By definition, all these are tools to bump up the sales for a short period of time but brand managers need to be careful as poorly designed sales promos can tarnish the brand equity (assuming that it already exists) . The general view is that promotions are used just for immediate sales but this view could be myopic. Promotions must be linked to the brand attitude and image. For example a good, quality image product being offered at a heavy discount price or it having a 'sale' tag all over the store can actually harm the barnd image and could also lower the sales.

There are also lot of hidden costs associated with sales promotions so the brand managers should carefully use them and use them as weapons to strengthen long term brand equity by designing attractive and product synergistic promotions.

Hope this helps,

Deepali
 
Posted by: jcmedinave Accepted Answer
10/22/2004 12:55 PM (CST)
The best way is to do it in the proper time, focus in your target and business, partner with relevant brands and no loose money when you are pursuing fast sales. It is better to give product and services than low prizes.

Some useful articles:

http://promomagazine.com/mag/marketing_promotion_leads_branding/

http://promomagazine.com/mag/marketing_saying_no/
 
Posted by: jose04 Accepted Answer
10/31/2004 12:07 PM (CST)
Hello Aleerak

As Peter says above, whenever your marketing actions (i suppose any action) touches the customer, it has a brand building or breaking impact.

Sales promo efforts are a short term influencer to enhance sales and hence gain big exposure with customers. Their responses are indicative of their attachment with the brand as also the quality of the S.Promo efforts. The higher the genuineness of the promo offer more the enhancement of the brand value could be a working proposition for any marketer.

Its a never ending process, this interactivity between the brand as a working phenomenon of the firm, and its marketing actions.

Customer focus is the key to brand building and all actions (including sales promo efforts) which promote this, makes all the related people happier.

Hope these thoughts help!!
 
Posted by: Val (Moderator)* Moderator Response
11/2/2004 1:47 AM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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