The marketing director for a furniture manufacturer has been assigned the task o

Question

The marketing director for a furniture manufacturer has been assigned the task of developing an integrated marketing communications program to emphasize the furniture’s natural look. Discuss the problems the director may encounter in developing this message and in ensuring that consumers understand the message correctly. What type of noise may interfere with the communication process?

What is a brand logo? What are the characteristics of an effective corporate logo?

Describe the four types of brand names.

Explanation / Answer

Different types of noise that may hinder the business communication:

Physical Noise:

It is an external means which can interfere in the communication. Due to loudspeakers, party or any events having loud sound can obstruct the communication process and increase the bias. If the manager is trying to provide an audio marketing communication he should take care of these parameters.

Physiological Noise:

This connects with the parameters of barriers of communication in terms of sender or receivers physiological activities. This may be due to improper talking style, fast and slow pace talking, fumbling etc.

Psychological Noise:

This may be due to any preconceived thought about the brand or Sarcasm which can create a barrier in communication.

As a marketing manager, this is the most important noise to be considered in case of furniture marketing.

Semantic Noise:

Jargon and any other idea which deviates from the context is called semantic noise. It can be from the communicator side or from the receiver side.

Brand Logo:

A logo is an easily recognizable representation of the brand. It reproduces the brand's image in the market. The logo reprints the memory and always try to capture the attention of the customer and a well designed and balanced logo can increase the visibility in the market We can take the example of Nike which creates a brand visibility with its logo of tick mark.

Characteristics of an effective corporate logo:

The logo should be easy and simple and not a complicated one to understand. People should easily recognize the brand's message from the logo itself. It should not create a jargon while defining the brand

The logo should be distinct and differentiate the brand from other brands. It should stand out from the crowd and create a better vision.

The logo should be versatile enough to be printed in different media communications like banners websites, posters etc.

The logo should be impactful and can create a memory in the customer's mind. It should attract the attention of the customer. The customer should be attracted towards the logo and should create a better understanding of the brand.

Four type of brand names

Descriptive brand name:

The name describes the product or the product categories easily. For example, any brand name with washing powder attached to it resembles a symbolic approach that it connects with a washing powder

Suggestive names:

This type of name connects the brand with special types of applications. For example, the quick fix or the Mseal etc.

Acronyms:

These are the short form of the company names like IBM. They only change the names to a shorter portion to easily memorize it

Geographical Name:

The geographical name connects the brand with the area it serves like Kentucky Fried Chicken. It connects the whole world to the origin of the brand

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