MKT-378 examines brand communication as the practical work of consistently expressing a brand's identity and values across every channel and touchpoint a customer encounters, connecting the strategic brand concepts of positioning and equity to their actual real-world execution.
From brand strategy to brand communication
The course covers how a brand's strategic positioning (developed in courses like Strategic Brand Management) must be translated into consistent, executed communication. The tone, visuals, and messaging customers actually encounter.
Consistency across every touchpoint
MKT-378 covers ensuring brand communication stays consistent across advertising, packaging, customer service, and digital presence, since any inconsistent touchpoint can undermine the brand identity built elsewhere.
Key topics in MKT378
- Translating brand strategy into brand communication
- Consistency across brand touchpoints
- Tone, voice, and visual brand identity
- Brand communication in advertising and packaging
- Aligning customer service with brand identity
- Evaluating brand communication effectiveness
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Worked example: one inconsistent touchpoint undermining the brand
- Strong touchpoints: Advertising and packaging both communicate a premium, sophisticated brand identity
- Weak touchpoint: Customer service communication feels generic and inconsistent with that premium positioning
- Lesson: MKT-378 teaches that brand communication must be managed consistently across ALL touchpoints, since even one weak link can undermine the overall brand impression
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Frequently asked questions
MKT-400 covers the strategic side of branding. Building and measuring brand equity, making decisions about positioning and brand extensions, while MKT-378 covers the practical execution of that strategy: how the brand's identity and values actually get communicated consistently across advertising, packaging, service, and every other customer touchpoint. A sound brand strategy from MKT-400 still needs the disciplined, consistent execution taught in MKT-378 to actually reach and influence customers as intended.
Customers build their overall impression of a brand from the sum of every interaction they have with it, and a single jarring inconsistency. A customer service interaction that feels generic when the brand's advertising promises something premium and personal, for example. Can create doubt about which impression is the 'real' brand, undermining the carefully built consistency elsewhere. MKT-378 covers full touchpoint consistency because brand communication's value depends on customers experiencing the same coherent identity everywhere, not just in the channels a company pays the most attention to.