AHEIs’ Integrated Marketing Communication message and its negative impact onstudents’ institutional selectionBrandidentiy Fombrun defines Brands as asintangible assets which reflectthe company’s value and bring competitive advandtages to the company (as cited in Nandan, S.,2005). De Chernatony and Harris (2001) argue that brand identityincludes values, aim and moral image that together constitute the essence ofindividuality that distinguish the brand.
Brand identity offers possibility to positiona brand and encourages strategic approach while managing it. Planned brandidentity consists of several of subcomponents pertaining to brand elements (Foroudi et al.,2014), websites(Van den Boschet al., 2006), social media (Nekmat & Gower, 2012) , advertising(Foroudi et al.,2014), publicrelations (Kitchen et al.,2008),direct marketing (Schultz et al.
,1993a,1993b), place/country of origin(Caemmerer, 2009), brand awareness, image, positioning, and reputation (Foroudi et al.,2016). Accordingto Vranesevic and Stancec (2003) ,amongst themselves, brand element such as logo, color and namesis one of the vital subcomponents which stand out the firm’s brand identity andhelps to comsumers recognise it while purchasing. When the customers hesitateto buy the products, websites may make a strong impact on theirdecision-making. Liu and Arnett show that well-designed websites which are in-formative,convenient and logical would inspire customer’s interest and gain their confidence(Liu & Arnett, 2000). Besides, social media helps to directly convey the firm’smessage to mass audience as well as targeted audience (Wallace et al.,2011).
Advitisingis also a significant tool to convey the firm’s message to customers (Belch & Belch, 2011). Businesses have to be per-ceivedas members of the social media community in order to use social media marketingeffectively . Companies can benefit from using the social media in numerousways, the main goals being to build their customer base, manage the company’sreputation and find out what their customers are think ing and saying abouttheir brand and product (Ward, 2012). Fame and brand awareness canbe aided by direct marketing by creating and increaseing visual and verbalexposure of a brand to the consumer, then creating strong brand associations inthe consumer’s memory (Yoo et al., 2000).
Caemmerer (2009) define country of origine is a place ofmaufacture, production or growth where a that product comes from and it isconveyed through marketing communication messages. It is one of the key criteriafor customer to evaluate the product and make decisions (Johansson, 1989). Aaker argues that the awareness effects and guides customers’brand-favorbecause people seem to make choices for what they are familiar with (Aaker, 1991). Awareness and image are keys to recognise the brand. Simonson et al. claims that a possitive image mayincrease customer-searching rate and their eagerness to discover more channelabout the brand (Simonson et al.,1988).Trout and Ries (1972) believe that position can create a position in “prospectsmind”.
Foroudi et al. (2014) definereputation as the overall evaluation of a firm over time. In the research in 2016,Foroudi et al. prove that brand elements, websites , social media, advertising , public relations and directmarketing have various affect on planned brand identity. Simultanously, theyconclude that universities should devote more attention to these elements whichcan influence perception held by different stakeholder group.
In 2009, Urde shows that brand identity has a positive in?uence onconsumers’ awareness of the brand/company and the brand identity in turn serves as a bridgebetween the subcomponents of brand identity and the identity that the customersperceive. The brand identity is highly important to students’ schoolselection. (Rutter et al.,2017) Aaker, D. A.(1991).
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