Abstract:

The purpose of this talk is to reaffirm the importance of understanding how consumers use quality information in their valuation of a brand. We show information that leads us to believe that consumers combine quality, convenience and personal relevance into a larger construct we call “brand merit” The perception of brand merit can be managed in all forms of communication across all contacts with the brand via integrated communication programs. I urge that these programs be considered part of the total quality effort. I finish by showing four types of synergy that need to be achieved in media/message delivery to maximize consumer perceptions. Total quality is an effort which is necessary in today's global environment. It will, how- ever, not be sufficient without a program embracing the power of media/message synergy.