The influence of a brand on the content a consumer
The influence of a brand on the content a consumer chooses to watch cannot be underestimated in the field of marketing communication. Every business strives to win customers’ loyalty to its brands (Oke et al., 2016). A brand does not only entail a product or a company, but brands are also linked with the perceived quality, the lifestyle of a consumer, a specific social class, and taste (Blackwell et al, 2000). Customer decision-making process can be described as a psychological construct process. This means that we cannot see the decision made by a customer, but we can only observe their behavior. Based on observable behavioral changes of a customer, we can conclude that they have made a commitment to effecting the action. Consumers tend to associate different brands based on the quality of service and the content of these products. For example, some television channel is associated with documentaries, while others are linked to sports. As a result, those channels that mostly play documentaries have earned the trust and loyalty of some consumers who love such programs. To ensure that brand loyalty is maintained, the applications must stick to the type of content that helped gain such loyalty, failure to which the ties with loyal customers begin to weaken.
The relationship between consumers and brand loyalty affects the type of content a brand creates (Kotler et al., 2005). Visual content is an increasingly popular method of marketing, and it involves the use of images to convey important messages to the target audience. Examples of visual content marketing include; creating images with inspiring or educational quotes and infographics. When a brand chooses to create content, there is a need to understand its primary audience and how the audience will perceive such content (Unurlu & Uca, 2017). For instance, the visual content for marketing in a television channel specializing in wildlife documentary may differ significantly with that which specializes in sports.