Influence of marketing communication tools on brand building in the context of marketing management and corporate prosperity

Abstract

Modern marketing communications must respond to new trends, to the social development, the development of information technology, changing demographic, psychographic and behavioural characteristics of customers, their shopping behaviour and lifestyle preferences. Shortening of time and distances, when communication even over large distances can take place in real time, is the paradigm of these changes. Modern marketing communications are based on relationship marketing, whose basic philosophy is comprised of creating positive experience with the brand, focus on supporting the customers’ repetitive purchases, direct interaction between the product supplier and the customer, value of the brand from the point of view of the customer, high level of customer services. The study demonstrates the importance of particular criteria for the creation of an image as the result of the use of marketing communication tools. The goal of marketing communication is to create a positive image of a brand, create a love brand, which has an impact on corporate prosperity. Creating a brand is the responsibility of the entire company. In order to manage the company effectively, it is necessary that all the members of particular levels of the corporate structure adopt this philosophy. This approach gives rise to the necessity to systematically form the image towards the external public as well as towards the internal public—employees of the company. Building of the image then becomes an effective tool for marketing management, the source of competitive advantage and long-term prosperity. © 2017, Springer International Publishing AG.