Developing a Strong Association with the Company
As an event manager, I will gather all the information about the company I am associated with and related my knowledge with the functioning of the company. The strongest association with the company will be possible because of my personal relevance as well as consistency with which the brand is presented over time. For developing a strong association, there will be a development of the marketing communications programs which uses creative form of communication that will make people elaborate on the information related to brand and relate it to the present knowledge. It will expose people for communicating again and again as the time passes. It is ensured that there is a presence of retrieval cues for reminders. (Fayvishenko, 2018)
The brand will be made favourable as the event will be organised by the company as per the convenience, reliability of the customers. The service provided will be very efficient, effective and it will be made sure that the clients are satisfied with the service provided. A unique selling proposition will be provided to the clients that will attract them to buy the services of the company.
The position of the brand represents the location from the competitors in the mental maps which are constructed by the customers to show the range of the possible solutions to the problems. A strong position of the brand is powerful as the customers can categorize the brand by the similarity and also distinguish between them based on the differences. (Iyer, et al., 2019)
Brand highlights the most important value claim by using Unique Selling Propositions (USP). It is a type of value claim which offers a potential customer a particular, unique as well as superior reason to buy the product. (Urde, 2016).
Brand mantra is a message which captures the brand’s essence and positions in marketplace. The mantra for the event management company would be “We do what no one else can”. This mantra is more than just a slogan. It is simple but a powerful saying as well as an affirmative statement in order to motivate the company’s inner being and set the intentions of the company. (Wheeler, 2017) This brand mantra is created to define the brand internally as well as externally. With the growth and transformation of the brand, its voice too increases in the industry as well as the world. A brand mantra can even change. It depends on the positioning of the brand in the market.
Fayvishenko, D., 2018. Formation of brand positioning strategy. Baltic Journal of Economic Studies, 4(2), pp.245-248.
Iyer, P., Davari, A., Zolfagharian, M. and Paswan, A., 2019. Market orientation, positioning strategy and brand performance. Industrial Marketing Management, 81, pp.16-29.
Urde, M., 2016. The brand core and its management over time. Journal of Product & Brand Management.
Wheeler, A., 2017. Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons.