THE IMPACT OF INFORMATION TECHNOLOGY AND IT’S CONVERGENCE ON BRAND MANAGEMENT?

Information Technology is the study, design, development, implementation, support or management of computer-based information systems, particularly software applications and computer hardware. IT deals with the use of electronic computers and computer software to convert, store, protect, process, transmit, and securely retrieve information.

Information Technology is the use of computers when storing, arranging and distribution of information or data. The impact of information technology has been felt all over the world and in all areas of life. Over the past twenty plus years it has changed the world we live in and redesigned the way we work and play.

The advent of computers has made a lot of things that was impossible at a time possible. Because of the effort of IT, the world is now referred to as “global village”. With a click of a button, the whole world is at my finger tip. The internet, telephone, cable TV, e commerce, etc are all evidence of the way Information technology has changed our lives and make the impossible possible. The business circuit is now unlimited as business people now relate to clients and consumers from home.

Take a look around, what do you see, we see amazing things, a world without boarder, and we observe that IT has delivered to us in all aspect of life the freedom of life. As we know that information is power, the internet has given us the passport to reach the world, explore the world and own the world. Telephones have made business success incredible and globalization is the in- thing in every business.

If not for IT, this mail you are reading would have pass through a long tedious journey to reach you, meanwhile IT made what would have taken days or perhaps weeks, costing a lot of money easy with just a press of button in seconds.

Almost everything is possible on line, I can go to school online, buy on line, sell online, produce on line, and advertise online. What the internet and IT has to offer is limitless as the future of IT holds greater surprises.

IT has defiantly made a dramatic impact in the way we live our lives, making things a lot easier.

IT has become an aspect of everyday life. CEOs, managers, planners, pilots, business men, branders, house makers, students and indeed all professionals, are using it on a daily basis.

Contrary to some beliefs, IT makes things simple to. IT professionals are involved in designing and implementing systems that make the operation of a complex task manageable and plausible. Information technology has become the backbone of fortune thousands of companies and many a great wonders in our world today.

In the branding effort of business owners and manufacturers, the impact of IT is such that it has empowered marketing organizations with more skills and ways to further their clients’ course.

Brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. These concepts and techniques are to improve the long-term profitability of brand strategies. And in achieving this, information technology opened a new way of getting to the consumers. From market research through survey on the internet, to product evaluation, actual buying and selling (e commerce), feedbacks, consumer relations etc.

A brand manager can maximize the availability of IT to develop marketing communication messages that seek to build brands and sustain them; computers are used in designing marketing communication messages for the print and outdoor media. IT also assists in the production, transmitting and exposure of marketing communication messages for television, radio and other medium. Computer applications and software’s are used to create beautiful messages that help deliver brand messages and increase brand awareness.

The internet also offers a great way to keep in touch with the consumers, the world wide web offers a brand manager a unique way to reach the consumers in the comfort of the homes, offices etc even when they are thousands of miles away. Consumer satisfaction has been increased greatly with the use of internet. A buyer can order for products and services from their homes and get them delivered in short period to their homes. Feedback is also made easy with online support for product and services, all these and many more has made it easier to manage brands and satisfy the consumer thereby increase (build) brands franchise.

Information technology is a tool that must be embraced by branders to build brands and improve their brands market value and share.

BRANDS + BRANDING

When I enter into a shop to buy my favourite coca cola brand of soft drink and I realized the shop has just sold their last bottle to the person I met on my way in, though thirsty, instead of buying a close substitute like Pepsi, I will move to the next shop to get my favorite. Why?

The reason I will hold my thirst to the satisfaction of my favourite coca cola bottle is because I trusted the satisfaction I will get from my coke. This satisfaction, which is an outcome of my tested and trusted perception of the coke, is what led to my loyalty to the brand. This is the rationale for my sentiment for the brand. This feeling of continuous satisfaction and affection was built by the way and manner the manufacturer of coke had successfully created for coke “an image” or “a personality” that I had come to associate with, such that when it comes to satisfying my need( thirst), its coke or nothing. This is because they made a promise to always satisfy my thirst need and since they had effectively satisfied it over a long period, I can always count on them. To me, that’s what branding is all about.

Branding provide for a product, service, event, person, company etc an opportunity to make a promise, deliver on it consistently thus gaining the confidence of their consumers. Branding is the simply consistent delivery on a promise that makes a buyer loyal to a particular product (brand) thereby differentiating it from the competitors.

A brand is an implied promise that the level of quality consumers have come to expect from a brand will continue with future purchases of the same product. The value of the brand is determined by the amount of profit it generates for the manufacturer.

Simply put, a brand is a promise. This promise is delivered by identifying and authenticating a product or service, which delivers a pledge of satisfaction and quality.

A brand can be deployed as label of ownership for a product; idea and concept that is expressed in name, logo, signs, symbols, design e.t.c. These names can be copyrighted or registered in other to differentiate them from other brands and protect imitation. For example, the coca cola brand has for long adopted the coca cola symbol, red colour, contour bottle and the stylish ribbon with bubbles as trademarks (brands) that differentiated them from other soft drinks brands.

It is very necessary for marketers to engage in branding because it seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.

A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present

To brand a product or services is to make a deliberate effort to apply marketing techniques that seek to increase the products or services perceived value to the consumer. This increases the brand franchise or otherwise brand equity.

To succeed in branding one must understand the needs and wants of his customers and prospects. This is done by integrating brand strategies through the company at every point of public contact.

Brand resides within the hearts and minds of consumers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which can be influenced, and some that cannot be.

A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. The brand is the source of a promise to consumers. It's a foundational piece in marketing communication and one that cannot be discarded.

Brand Equity is the measure of the total value of the brand to the brand owner, and this reflects the extent of brand franchise.

Brand Essence is a way of articulating the emotional connection and lasting impression, usually summed up with one simple statement or phrase -- that defines the qualities, personality and uniqueness of a brand. Brand Essence characterizes what a brand stands for in the minds of customers and stakeholders. It embodies the brand's core competencies, advantages, culture and values.

Branding gives company the grace to communicate message clearly, confirm the products credibility, connect with target audience/ prospects emotionally, motivate and persuade the consumers and solidify consumer’s loyalty.

Powerful brands can drive great success in competitive market and indeed become a company’s most valuable asset.

HOW FAR WILL YOU GO TO HIRE THIS YOUNG MAN?

He is Oshukoya Olalekan and 24; recently rounded up his degree in Mass Communication with specialisation in Advertising, holds a diploma in Law, Graphic Designs and Printing.

He abandoned the pursuit of a degree in Industrial Chemistry in his final year to find expression for his creativity and talent and pursued a degree in Mass Communication.

He professes unusual creative ability, driven by innovation, persistence, creativity and excellence; he seeks to make a mark in the marketing communication industry both locally and internationally. He is an excellent inter-personal communicator. He is convinced he belong to the next generation of advert practitioners, the real solution providers. He does not believe in impossibility.

He is confident in whom he is what he can do and in the passion he pursue. He has a huge interest in politics, business, leadership, youth empowerment and ICT. He believes radical ideas are not bad idea and that the customer defines a job well done.

While in school, he was a student leader, contested and won several leadership positions and at other times appointed to serve in different committees and commissions. He is passionate about service and will always go extra mile for others sake. He has several awards to his credit as evidence of his commitment to service to humanity.

He managed a creative boutique (sleyax grafix int'l) for seven years as a student and used the proceeds to sponsor his education.

He is mentored by Bishop TD Jakes, David Ogilvy, Richard Branson, Biodun Shobanjo and Charles O Tudor.

He can function as a Graphic Artist, Copy writer, Art Director and an Account Executive.

Armed with talent, skill, hard work and a resolute mind, he is ready to take on a world that changes at the speed of light.

I doubt if you will allow this great talent pass you by.