| Hi, to understand Brand communication you will have to learn about brand positioning, it is the way a company wants consumers or prospective customers to perceive their products. to Achieve this the organizations use brand communication - eg Advertisements , promotions...etc. ATL & BTL activities differ from company to company let us say Above The Line Activities are activities which Have a wider Audience, Have high involvement, and may cost more Dear Mr. Mihir, To decide Brand Communication, do you have your requirements in place. First thing first Status: a) What you are? b) Where you are? etc. (You means the product/service/organization/person you would like to communicate) Objective: a) What you want to do/achieve (Be as specific as possible) Resources/Limitations: a) Time you have to achieve the objective, b) Monetory constraints/availability c) The HR power that you have or plan/propose to hire, to convert the gains of the brand comm to real money d) Your competitive index, e) The nature of your product / service (Commodity type, Capital intensive, Conceptual etc.) f)The demographic profile/spectrum of the target .............many more depending on the nature of the product/service, the scale of operation, the basic nature of the target etc. These inputs will help in deciding the Brand communication strategy, then the planning, execution, monitoring, evaluation, review etc. Just copy, paste magic will not serve any desired purpose. We have seen many clients splurge few crores based on hear-say suggestions, leading to failure, frustration and of course monetory losses. So, tell the tale full, because it costs money to communicate. Good Luck! If you have any project on hand do contact us, we are at your disposal.
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