Special Session Summary New Insights Into Communication Effects and Brand Equity

Citation:

Franz-Rudolf Esch (1998) ,"Special Session Summary New Insights Into Communication Effects and Brand Equity", in E - European Advances in Consumer Research Volume 3, eds. Basil G. Englis and Anna Olofsson, Provo, UT : Association for Consumer Research, Pages: 222.

European Advances in Consumer Research Volume 3, 1998      Page 222

SPECIAL SESSION SUMMARY

NEW INSIGHTS INTO COMMUNICATION EFFECTS AND BRAND EQUITY

Franz-Rudolf Esch, Justus-Liebeg-Universitaet Giessen, Germany

Drastically changing market conditions cause growing difficulties for companies to forge a link with the consumer. The session’s purpose is to discuss three different concepts which enable firms to build the desired links. The increasing information overload creates huge difficulties for firms to get in contact with the consumer. By using integrated communications one can harmonize and reinforce all brand impressions over time. The result is a crucially increasing advertising efficiency. A second possibility is for retail stores to communicate with their customers through the use of multimedia systems at the point of sale. Finally the session tries to solve problems which are connected with the increasing number of interchangeable products. For companies it is of huge importance to build strong unique brands. A set of successful controlling and manipulating instruments for brand management will be discussed.

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