The Authenticity and Trustworthy of Brand Communication in Social Media - Example

BRAND MEANING Name Course Name of professor Name of university City, State Submission date Introduction In the recent past, there has been competition between meaning brands of different products. For this reason, the value of branding has been regarded extensively over the past centuries. The main focus has been on the standpoint of brand equity (Hollenbeck 2008). Brand equity is of great essence as it supplements accounting value at micro level and macro level that underlies consumers’ willingness to reimbursement for any quality for a branded product as opposed to its components attributes. The competitive value of the brand therefore becomes the implicit in the volume. It has been established that the social media help in playing a crucial role in the social construction. The social media has the power of amplifying the qualities of the brand thereby enhancing its social construction of the brand meaning. Many organizations have taken it to the social media so that they can speed up their process of social construction of their brand meaning (Ellwood, 2002). The core reason as to why many companies are shifting to social media to boost the construction of the brand meaning is because of the many participants in the social media. In this past century, the number of users of the social media has grown so much. Firms are taking advantage of this and to their benefit they have realized that social media serves a key purpose in boosting the social structure of brand meaning (Lynch, 2004). Due this happenings that have been taking place in the recent paper, this paper tries to explore how the social media has assisted in the acceleration of social construction of brand meaning. Efforts for trying to achieve a competitive advantage have been viewed from the perspective of the buyers’ preferences. This has been a strategy that has been borrowed from marketing. Understanding what the consumers’ needs, that mean the quality, form and the quantity can assist the organization to come up with brands that can well satisfy the needs of its buyers (Escalas, 2005). By meeting the needs and expectations of the buyers, they are able to compete with their competitors much effectively since they will be able to attract more customers than their competitors. This is because it has been believed for a long time now those consumers has a lot in determining the kind of brand that will be generated by any firm. Therefore brand of any firm can be defined as the identifiers of a number of attributes that presents the product as a product of the customers wish. Behavioral research, however, indicates that this is not always the case. Brands can be identified as carriers of meaning as well as an identifier. Brand plays the role of bringing to the attention of the consumers a variety of associations. It is the role of the management to be able to assess this variety of associations to meet the needs of the consumers. It is at this point that the role of the social media pops in. The management mostly relies on the social media for information from the customers. They try to assess the needs and the complaints that their customers have made regarding their brand. They also look at the information that has been given by the buyers about the competitors’ products. From this information, the management of the firm will be able to know what exactly their customers’ needs and what are the best strategy that they can adopt to ensure that the needs of the customers are well taken care of it also in this social media platforms that a firm can advertise out its products more conveniently. This will create more advantages for the firm compared to their competitors. It has been established that the variety of the associations coupled up with the functional are very essential to the success of the brand meaning (Eckhardt, 2002). This variety of the association of the products can well be got from social media. When used effectively. Social media has assisted in creating platforms that have accelerated the social construction of the brand naming. It has provided easy communication between the firm and the customers. It has provided the platform for which the management can easily find out what the customers are facing. It cannot be concluded that a well-defined brand perception and preference have proved to be dynamic, context-specific and malleable. However, in some cases, they are never informed. The social media helps in bridging the gap. It is often hard to conclude that the features of brand meaning are subjective. A good explanation in this can be regarding the brand relationships and the brand personalities. It is even clearer that the operational performance of a brand is experienced through the perpetual lens but not directly. When a consumer consumes up the product, he may not be aware of what process are going on. Therefore, the competitive advantage of any given brand will depend on the subjective aspects. These subjective meanings help in attaining the social reality of the brand meaning. It is through Facebook, Twitter, and other social media tweets that the customers and the consumers can interact so that the customers are aware of the subjective meanings. When the management of a firm is aware of the subjectivity of their competitors’ brands, they will be able to have a competitor’s advantage as they will look into the loopholes of their subjectivity (Ligas, 1999). They will then, in turn, produce their products trying to minimize the loopholes in the competitors meaning. Through this social media would have contributed to the social construction of the brand meaning. Many organizations have been able to propagate their brand identity in the social media. The social media has been of much benefit in revealing the brand meaning of the brand identity. Continuous use of the social media in revealing brand identity can make the given firm communicate its ideas to their clients in a more clear way. The consumers who are also the users of the social media will be well familiarized with the branding identity of that firm. This will increase their trust in the given company. They will tend to make most of their purchases from the firm that communicates their brand identity in the social media. This, therefore, means that their brand meaning of the brand identity will be clearer to their target market compared to their competitors. They will be more accepted in the market compared to their counterparts who because of lack of contacts with their customers reduces their competitive power in the market. It, therefore, goes beyond no reasonable doubt that the use of social media by a firm in revealing the meaning of the brand identity may help so much in social structure of the trademark meaning. Brand communication is also enhanced through the social media. It helps in the social structure of the trademark meaning regarding brand communication. It is a known fact that the manner in which any organization speaks to its target market has a lot in determining its position in the market as well as its general performance. Any firm, therefore, has to engage in continuous talks with the target market so that they can enlighten their customers about the brand. Brand communication can be well propagated through the social media. This is because most of the people in this generation are used to the social media. They use the social media for communications and also for entertainment. A company can take advantage of this situation and create social media groups under which they will be communicating about their brand product. The customers will be able to ask questions they don’t understand about the products. The management will, in turn, respond to the queries that have been posted by the customers. They will look at the complaints that are made by their customers in the social media groups that they have created (Brown, 2003). Through this, they will be able to rectify the situation which will result not only to improve the general presentation of the company but will also benefit the customers as they will be able to get quality products from the company. The social construction of this firm will boost up as the brand meaning of the firm regarding communications. They would have created a god rapport with their market that will make them stand out for a long time in the market. They will be able to be different from other competitors because the manner I which they will be viewed in the market will be totally different. The social construction of the brand meaning regarding the brand awareness is also an essential part of any firm. The success of a company can only take place when the target audience or market is well taken into considerations (Berry, 2002). The company should come up with a definite strategy that can assist in enlightening from a room the firm if they are not aware of the existence of the company. This is the more reason for why firms should come up with a brand awareness that will ensure that their entire target is met. They should be able to choose a method that is unique to themselves, and that will make them get a larger share of the market Most of the firms normally go the use of social media as a way of making their product aware. In the social media, they apply the use of unique styles in making their products aware. They may decide the use of bloggers who have the maximum number of fans. The bloggers who have the highest number of followers will in turn post about the brand that the company is all about. They will have communicated a whole idea about a firm. They can give full information about the products so that the customers can only have fewer questions for answering. It should also be made in such a way that the customers will ask fewer questions about the musician. Brand loyalty is also another form of brand meaning that social media in the recent past has assisted in its social construction. Brand loyalty entails that customers’ trust that makes them stick to the product of a given firm. They remain loyal to a given firm, and they tend to buy the only the products from that firm. This gives such a firm a competitive advantage over their competitors. They can gain more customers in the market. Gaining more markets in the market is an indication that that the general performance of the firm will go up. It is, therefore, the role of the management that they come up with a better strategy that can assist I ensuring that the brand loyalty of the firm remains. It should be unique to that firm so that it can stand shoulders high to their competitors and in turn achieve more. Studies have revealed that social media can act a very great purpose in determining the brand loyalty of any given product. Social media provides platforms for the firms to express themselves in a better way. Hey, can give their customers the required expression that will be able to capture their attention. They can use various strategies. Good communications between the customers and the management of the firm can help in improving the customers’ loyalty. Therefore, firms are encouraged to create a special body that is in charge of controlling the social media. This body should just ensure that the customers’ questions are attended o nine the right time so as to win the trust of the customers. They should also be able to spy on their competitors means so that they can come up with a better strategy that can assist them in winning the customer loyalty. Through this, the social media would have helped in the social construction of the brand meaning which in this case is the brand loyalty. This creates to the firm communication and marketing so that they can come out unique from their competitors and help n creation of long lasting impression among the consumers. The authenticity and trustworthy of brand communication in the social media Brand communication in the social media is of great benefit to the firm. It helps in bridging the barriers between customers and the management of the firm. It also assists in ensuring that the customers are well familiarized with the product (Batey, 2012). It is this familiarization that gives them the confidence to have trust in a given firm compared to others. This gives the given firm a competitive advantage over their competitors thus success of the firm. However, this many not be the case always. Not all brand communications in the social media can be trusted or can be regarded authentic (Kitchen, 2003). This is because the social media is open to each and every person. They can also be hacked at any given time. This easy accessibility to the social media puts firms at a risk as hackers or the enemies to a given firm may access the social media wall of a given firm and post information that is not authorized by the management of the information. This, therefore, means that they can participate in creating conflicts between the customers and the company. I the social media is not well regulated by a corporation, the end product is that it may turn out to be disastrous instead of bringing the positive comments to the firm. This situation can be corrected if firms can create a special body to be in full charge of the social media so that they can ensure t is well regulated. When this is done, the authenticity of the brand communication will be boosted. Customer will also have more trust in the given firm. Bibliography Batey, M., 2012.Brand meaning.Psychology Press. Berry, L.L., 2000. Cultivating service brand equity.Journal of the Academy of marketing Science, 28(1), pp.128-137. Brown, S., Kozinets, R.V. and Sherry Jr, J.F., 2003.Teaching old brands new tricks: Retro branding and the revival of brand meaning.Journal of Marketing, 67(3), pp.19-33. Eckhardt, G.M. and Houston, M.J., 2002. Cultural paradoxes reflected in brand meaning: McDonald’s in Shanghai, China. Journal of International Marketing, 10(2), pp.68-82. Ellwood, I., 2002. The essential brand book: Over 100 techniques to increase brand value. Taylor & Francis US. Escalas, J.E. and Bettman, J.R., 2005. 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