There are two sides to the structure of marketing communication, taking from the stand-point of brand support for improved market performance. The process of strategic planning for Brand Development through appropriate brand profiling and positioning, will always require the scientific indication of agreed strategic position with respect to its strategic direction and thrust, based on either of Rational or Emotional value-anchor.
Whereas the alternatives as stated above are definite in function, but sure guide so far as they are professionally understood and are properly engaged. Whereas the one speaks to ‘nothingness’ in concrete terms, the other speaks to actuals of sight and sound; emotional standpoint is the take-off point and guide unto emotional engagement for that offering which value is not tangible. On the other hand, profiling brand-value along rational proposition rests on physical attributes. It assumes a descriptive pattern that accentuates on actual touch, sight…
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