Marketing Communications

MARKETING COMMUNICATIONS OBJECTIVES 161

A marketer should study the current brand attitudes and perceptions and then decide

what to do. If there is no brand attitude, and people are unaware of brand benefi ts, a brand

attitude should be created ( Photo 5.2 ). If there is a moderately favourable brand attitude, the

attitude should be reinforced through adapted communications. Improving attitudes among

these benefi t-aware target groups will lead to more frequent buying and hopefully make

customers loyal. A very favourable brand attitude should be maintained to keep all loyal

customers satisfi ed ( Photo 5.3 ). In marketing practice there is no such thing as a perma-

nently very favourable brand attitude because attitudes are liable to change as a consequence

of dynamic markets and competition power. When a certain brand attitude cannot be

improved, it could be a strategic decision to switch to another attitude by repositioning the

brand and perhaps fi nd a better brand proposition for the targeted market.

Photo 5.2 Guinness: developing brand attitude

Source : Corbis: Richard Klune.

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