Brand communication for creating a positive impact on consumers

Abstract

This article is to present brand communication concepts for creating a positive impact on consumers. Due to changes in the environment of the coronavirus disease, economic conditions, and easy access to information, resulting in consumer behavior to change in life rapidly all the time. To allow consumers to continue to use our products. Brands must create a positive attitude towards the brand. It starts with a survey of the consumer's customer journey and then frequently evaluates the brand to adapt to the situation. Brand evaluation with 1st-party data by collecting with salesperson and surveying with target group, 2nd-party data by exchanging of data with partners for mutual business benefits and 3rd-party data by buying data. In addition, products are improved or developed in terms of quality, performance, appearance, presented with transparency and sincerity. Create a good experience in terms of packaging, sales staff, product website, call center or public relations department and building a community in online, including providing entertainment, Security of consumer personal information, responsible for society and the environment, To create a positive impact is that consumers have a good attitude towards the brand. That affects consumers to make a decision to buy the brand.