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BRAND EQUITY 29

How Brand Strategy and Brand Communication Contribute to Build Brand Equity

Student’s Name: Xiaoling ma (16441623)

Introduction

The chapter presents the background of how branding and communication strategies contribute to the creation of brand equity. Additionally, the section presents the case study and the relevant literature for the study.

Background of the Study

There increase in the market competition for products and services require firms to gain a competitive advantage through a powerful brand equity. A brand represents a more than a logo. Developing a strong brand is the foundation for the company success. Many organizations face challenges when selecting the most effective brand strategy and communication to increase consumer trust and loyalty. Therefore, understanding the impact of branding and communication strategies on brand equity provides a basis for decision-making for the marketers.

The success of a brand over long-term depend on brand equity. Brand equity refers to the public valuation of a brand and reflects the power of the consumer’s emotions in relation to the brand positioning. Azize, Cemal, and Hakan (2012), “Brand equity can also be defined as the set of assets linked to a brand’s symbol and name that add value to the consumer.” Consequently, brand equity is developed by shaping how consumers feel or think about a product. Consumers judge a product or service based on their personal experiences and the information they obtain from other sources.

Brand communication assists a business to create a positive image of a product. According to Azize, Cemal, and Hakan (2012), two-way brand communications increases the level of brand satisfaction. Azize, Cemal, and Hakan (2012), “The brand strategy covered under the study includes developing the brand vision, establishing brand position, fulfilling the brand contract, and measuring return on brand investment.” It means that assessing the effectiveness of the selected brand strategy provides an important feedback that shows the strengths and weakness of the strategy.

The impact of branding strategy on the creation of brand equity depends on the communication channel adopted by the marketer. Therefore, the brand communication results depend on channel strategy, channel structure, channel organization, channel management, and channel performance. Additionally, powerful brand communication makes it possible to achieve brand equity. The modern market is multicultural and multilingual. Therefore, the communication strategy is essential to win consumer loyalty and trust. The choice of brand strategy and brand communication determines the ability of a firm to generate sustainable revenue and reduce the impact of market competition. This means that the development of brand equity assists the management to maximize the shareholders’ wealth.

Therefore, the study focuses on how branding and communication strategies can assist a firm to create brand equity. Aaker (2012), “Argues that brand equity assets are brand name awareness, brand associations, brand loyalty, and the perceived quality.” The past studies show that brand equity can create a positive or negative perception of a product (Aaker, 2012). Therefore, it is important for an organization to identify the most effective brand strategy and communication channel that creates brand equity. The results of the research will provide a better understanding of the relationship between the variables under study.

Research Objectives

The main objective of the study is to find out how branding and brand communication strategies to contribute to the development of a powerful brand equity. The study tries to find out how the combination of different branding and communication strategies contributes to brand equity. The results of the study provide will assist marketer to improve and create sustainable brand equity. The success of a brand strategy depends on the adopted communication channel adopted.

Consequently, the study will enable the marketers to select the most effective and sustainable brand strategy and brand communication to gain a competitive edge in the market. The study will find out the impact of the selected communication channel contribute to the creation of brand equity.

The summary for Case Study

The study evaluates the choice of brand strategy and brand communication can assist the US firms to develop brand equity. To case study is based on both qualitative and qualitative data from different companies. The quantitative data will determine the significance of the results while the qualitative data gives the meaning the study results. The data on brand strategy and communication will be collected randomly from different cities within the country. The data will represent both the views of the consumers and the sellers. The quantitative data will be analyzed using statistical methods to determine the significance the data. Additionally, the qualitative data will be analyzed find out the market perception on how branding and communication strategies affect the development of brand equity. Most of the previous studies explain branding strategy and communication as different concepts used to build brand concept.

Branding, Communication and Brand Equity

The outcome of the study is brand equity. It means that communication and branding may always serve as a nutrient towards establishing an effective brand equity in the market (Lim & Weaver, 2014). Many researchers focusing on the concept of management and business operations have come up with data focusing on the three main concepts which are intertwined with each other. American companies have to undertake research and development initiatives on themselves to influence brand equity (Ponnam & Balaji, 2015). In this segment, the report focuses its discussion on the literature associated with branding, communication, and brand equity among American companies.

Branding as a Nutrient to Promoting Brand Equity

American companies depend on branding as one of the major strategies to enhance their development and create brand equity. Zavattaro, Daspit, & Adams (2015) presents many factors that influence a company’s brand and not a business strategy. He talks of branding as an approach that has factors divided into two main categories. The first category is external and the second is internal. Zavattaro, Daspit, & Adams (2015) lists them as internal conventions, marketing mix, business strategy, and implementation of marketing initiatives. On the other hand, culture, need conventions, and comprehension may serve as external factors. American companies have to strengthen their internal and external environments for them to operate efficiently amidst competition in the market (Lu, Gursoy, & Lu, 2015). Ponnam & Balaji (2015) confirm the above perception and develop specific elements involved in branding such as recognition, expression, and perception which are influenced by external and internal factors.

Whan Park, MacInnis, Priester, Eisingerich, & Iacobucci (2010) argue that the business nature and the general characteristics of the market cannot exist independently from factors such as purchasers, suppliers, distributors, and general market culture. Branding ensures that a company takes a central stage in acquiring a huge market share. Branding always serves as a solution towards the market problems that affect a company (Huang & Sarigöllü, 2014). The above elements only exist to initiate a comprehension of the market and enhancing a more focal point in defining a branding strategy for the American companies. Scholars like French & Smith (2013) have argued that it becomes easier for a company to come up with a new brand if they have a history of service and product experience which customers in the market trust and consider credible. On the other hand, Kladou & Kehagias (2014) think otherwise. They claim that the effectiveness level of brand strategy always depends on brand identity quality and other factors associated with the establishment of communication channels. The brand should undergo a constant promotion through the provision of quality products and services.

Branding depends on the quality of leadership. A leader should have a personality that may be adapted to meet the needs and objectives of a company. Branding may have a relationship with the image of the leader of a company. This is because of the significant role played by brand personification as explained by Lim & Weaver (2014) when they talk about the personality of Richard Branson (Virgin Group CEO). They praise the leader for acting as a core factor in the operations of the business. Apples Inc. former boss Steve Jobs also made himself a brand which made it easier for many consumers in the market to look at him as the image of the company (Sprott, Czellar, & Spangenberg, 2009). His speeches and conferences attracted many people who came to see him introduce new products and services. Many scholars come up with perception points on the aspect of improving the image of brands in Americans and other parts of the world. Integrated communications in marketing initiatives may act as the main tool in enhancing brand knowledge among different customer segments in the market (Sundar & Noseworthy, 2014). Brand knowledge provides transparent data regarding the level of awareness in comprehending the available brands. Many performing brands have approximately between 20 and 50 years of operations. Critical analysis implemented on branding strategy ensure the achievement of company goals and general brand equity.

Brand Communication and Brand Equity

Studies exist regarding the relationship between brand communication and brand equity. Communication in many American companies and others in the global market has a major impact on the decision making processes. Some of the known processes may comprise of purchases, hiring, and business development (Schivinski & Dabrowski, 2015). Brand communication may revolve around the aspect of making proper relationships with the existing stakeholders. Buil, De Chernatony, & Martínez (2013) confirms that communication may have a distinct status depending on factors such as recognition to brand objectivity and the commitment stakeholders have in implementing goals to fight any existing competition. The various elements of communication that exist in the market include quality, confidence, loyalty, perceived value, and satisfaction. Zarantonello & Schmitt (2013) talk about the various traits attached to communication as having a vivid and useful status when it comes to the way they affect individuals’ perception towards a product/service. It may influence the intention of a consumer wanting to make a purchase (Liao & Cheng, 2014). Communication may either be oral or written depending on the relationship that an organization has established with its stakeholders in different parts of the market. Elements such as language richness, speaking tone, and non-verbal cues may determine the nature of relationships a company makes with its stakeholders.

According to Schivinski & Dabrowski (2015), content alone may not be enough to create a huge clientele base. The intention and strengths in a message may have a significant influence on the development of an organization. It influences customers and other stakeholders to identify the objective of a company and its developmental plans (Hur, Kim, & Woo, 2014). It also influences transparency and honesty in the communication process. Most scholars support the message to have a rich and intensive nature. The characteristics of the message usefulness between a company and the stakeholders may improve the operations of the company as it knows the benefits it acquires from the stakeholders. It means that it will focus on content and the nature of language to boost operations (Buil, De Chernatony, & Martínez, 2013). The language will have persuasive phrases to attract customers in purchasing products and influencing company’s general development. Companies ensure that the communication framework in their external and internal professional environments focus on specific markets, have certain frequencies, and the message takes a specific period. Keller (2013) reiterates that many companies in the American market ensure that they focus on the positive development of communication to influence brand equity.

Christodoulides & De Chernatony (2010) argue that brand equity, management, awareness, culture, and positioning depend on communication for its survival. Communication ensures that the management of any given company finds the right environment to implement effective business strategies. Brand as a term is special when it comes to the different consumers found in the market. It refers to the power of influence regarding the purchase of products (Keller, 2013). It influences consumers to look at a product from a specific point of view and possess it as theirs. Therefore, substantive amount of communication plays a major role in ensuring that the above factor is applicable at any given time. The management has to focus on the right procedures to communicate about the services and goods. They should also have the urge to differentiate them from the ones provided by competitors. Product differentiation in the market comes with the management setting communication incentives that focus on packaging, advertisement, and launching process of a product in the market (Lim & Weaver, 2014). It entails designing piloting procedures and marketing them to the customers for them to have a feel for the available services and products in the market.

Companies should make distinctions on the procedures they make in establishing effective branding in the market (Buil, De Chernatony, & Martínez, 2013). Social media platforms have become major tools in establishing an effective communication in the market. They have a wide network of consumers and competitors focusing on different sectors of the market. Zarantonello & Schmitt (2013) once again states that whenever a company focuses on establishing a foothold in social media marketing, then it means that it may have the best services and products in the market. It means that the communication may have elements such as rational, symbolic, and emotional approaches. It means that the companies may become a movement in terms of making their products and services known in the market. The situation may boost sales and increase profits while at the same time diversify the products. Companies that establish better communication strategies acquire huge market shares and at the same time beat competition.

In conclusion, a brand serves as a product. This is because it possesses different dimensions that make it unique to influence general and specific satisfaction among the needs of the customers in the market. Scholars such as Liao & Cheng (2014); Zarantonello & Schmitt (2013); Hur, Kim, & Woo (2014); and French & Smith (2013) have continued to support that the aspect of communication and branding will always translate to positive business outcomes. Therefore, all managers in companies that operate in markets such as the United States have to strengthen the above factor for the desired results.

The concept and term of brand equity do not only have one definition but many due to their application in the international market (Zarantonello & Schmitt, 2013). Brand strategy and brand communication may occur differently based on the nature of brands that exist in the market. Rather than having a fixed status, brand equity tends to have a continuous adjustment to meet the economic and needs of a company applying them in the process of business development. It maintains the ability of a company to make informed decisions regarding their operations. The general definition of brand equity by different businesses and companies comprise of processes a process through which consumers perceive a specific perception towards the brand name and not the products and services provided by a company (Aldrich & Meyer, 2015). The term has a broad status due to its applications to a diversified group of businesses in the international community. It also involves the application of strategies and communication approaches to influence its development.

The above factor is achieved through strengthening brand communication and brand strategy. Brand equity may be comprehended as a business area focusing on issues such as equality, economic opportunity, and sustainability of any business. Brand equity tends to empower different companies and their employees with enough skills to implement the introduction of change in their respective businesses (Bonaglia & Goldstein, 2007). The skills may be developed via the establishment of training programs that are meant to create development in terms of communication skills and effective strategies.

The relationship between Brand Equity, Brand Communication, and Brand Strategy

Andries, Debackere, & Looy (2013) argues that the perspective of business development and a brand equity employs its different resources to meet the existing needs while enabling the availability of adequate resources to improve the image of a company. It tends to seek a better perception of all its customers and at the same time maintaining the ability of its operations to acquire a competitive basis through effective communication and the best possible strategies. It also influences effective approaches that promote efficiency and encourages the development of a company’s resources for the purpose of revitalizing its development (Christodoulides & De Chernatony, 2010). In this case, brand communication and brand strategy tend to promote good decision-making which influences a rich civic life with adequate information among the employees and managers in the business environment. Any brand equity may resemble a social system in which economic, natural, and human elements become interdependent and acquire strength from each other.

When it comes to the global business sectors, there are many potential employment opportunities that create a business with more sustainable development patterns. Some of the known sustainable factors in relation to strategic development include environmental technologies, improved infrastructures, developed markets, well-designed private sector investment, and government policies. The process of achieving brand equity in the global business community may mean encouraging the sustainable employment and proper management of business demand. Buil, De Chernatony, & Martínez (2013) reiterate that it tends to improve efficiency in relation to the positive perception among customers in the market.

The paper through its discussion provides a framework based on dynamic literature and systematic thinking. The framework creates an understanding of the importance of the functionality of brand strategy and brand communication in relation to the brand equity of organizations. Bonaglia & Goldstein (2007) state that brand strategy and communication facilitate the development of various components of an organization to enhance organizational objective. The paper looks at the several structures in the organization in terms of their interdependence and interaction aspect and their effect on brand equity. Organizational brand strategy and brand communication may undergo manipulation depending on the nature of the organization, leadership characteristics, and members’ relationship (Cottone, 2001). Nevertheless, the paper tries to describe the importance of the brand strategy and brand communication in coming up with data to create an understanding of brand equity. Many brands have strategies that ensure success in their development. Understanding the strategies enables them to come up with strategies to improve their image for effective future. The paper gives a simple methodology through which organizations may use to boost their brands in the society.

Brand Communication & Brand Structure as Frameworks of understanding Brand Equity

Brand strategy and brand communication within a brand refer to the behavior humans (both customers and employees) have towards the various factors revolving around the organizational image. It also relates to the perception of the behavior the employees within an organization possess. In most cases, organizational behavior describes the values and beliefs of the members of an organization. Brandts, Ellman, & Charness (2015) present a framework reiterating that the organizational practices operate with a connection to the technology, strategies, personalities of the employees, management techniques and nature of the product. Brand equity and general strategic planning include aspects of norms, systems, language, symbols among other factors. Brand equity influence how brands in the world operate (Armitage, 2005). It involves the various approaches Brands use to ensure efficient operations of their activities.

Theories describing the relationship between communication, strategic development, and brand equity came into place in the late 80s and 90s. The theories failed to offer a detailed information on the change phenomenon. It described the aspect of the brand equity that facilitated the development of new strategies which created a new methodology. The overt claim reshaped the influence of the management theory. It acted as a significant factor during the entire period which developed a state of success (Bonaglia & Goldstein, 2007). Individuals found it hard to search to determine the relationship between the various strategies that carry the function of brand description and prescription. Most of the strategies ensure that they carry out the function of identifying and describing its outcomes. An example of strategies with an unknown but definite outcome includes psychology. It comprises of two compositions which have statistically and scientifically controlled aspect. It also allows theorists efficiently to describe the behavior in the decision-making process in any given business and social environment. Psychology also comes up with an interest in helping strategic managers in a company to develop data to enhance effective communication that influences a better brand equity (Dasgupta, de Oliveira, & Vasseur, 2006). It creates a sense of description and prescription of strategic direction to enhance the best equity among customers through its methodology in that it concerns itself with knowledge and effectiveness respectively.

The perception of the brand may change when the associated stakeholders have conclusive information about the strategies involved in making the company to acquire a competitive status. This means creating a dynamic communication strategy that introduces a brand in the market effectively. Yen, et al., (2006) suggest that ccustomers have to accept the brand and make it meet their needs at any given time. Afterward, it focuses its attention on the system parts that affect change taking place in the brand from its internal environment. This may be defined by the word brand strategy and brand communication which is applicable to employees and managers when it tries to adapt to problems from the external and environmental interconnection (Diaz, Chiaburu, Zimmerman, & Boswell, 2013). It should have had a successful operation to have a valid consideration so as to spread to new employees through the process of thinking, feeling and perception in relation to the problems. Dasgupta, de Oliveira, & Vasseur (2006) state that brand strategy and brand communication shows an effort to adapt and learn which remains as an aspect of the process. Brand strategy and brand communication provides a platform for stability, a prediction, and definition in the current which has a relationship to the past. It also forms a residue of the learning process in developing the best brand for the market. He ends his definition with an aspect of true leadership (Christodoulides & De Chernatony, 2010). He describes the definition from a point of good management aspect in an organization.

A good manager seeks to create a balanced state of brand strategy and brand communication within the operations of the organization through proper communication. The manager assists the employees to know about the importance of organizational brand strategy and brand communication in relation to communication and strategic thinking. According to Wuelser, Pohl, & Hirsch Hadorn (2012), brand equity has a huge dynamic and goes beyond peoples’ perception. It also looks at the assumption towards the logistical and financial development in an organization. Ham, Hong, & Cameron (2012) claims that the leaders should have the conscience of the strategic management of their organizations when they do not want to have them control their lives. Leaders should understand brand equity and communication development so as to develop their leadership skills (Severi & Ling, 2013). They look at different angles of brand equity development.

Schivinski & Dabrowski (2015) comes up with a way to get a deep level of the brand equity through integrating corporate strategy and communication. They also develops strategies to understand the level of assumptions in the specific levels. They do not forget the relationship between anxiety and influencing overall business development. Brand equity revolves around mission and strategy. They explain operational goals and differentiates them from the mission. As a scholar on the topic of corporate equity, they come up with ways to achieve the goals and also draws the methodology to evaluate the results. Through the internal management integration, they explains the strategies used to establish the value of a brand among customers in the market (Severi & Ling, 2013). They states that one may occur through inculcating similar language and concepts. Power and status should have equal distribution across the board.

People develop feelings of intimacy and love for a brand through the aspect of understanding the far a brand may go to ensuring that good products are launched in the market. It explains the unknown ideologies and strategies that the management employees to define a new direction in the market. The world lacks a definite platform to evaluate strategies and communication development due to the aspect of time and its usage in a group. Different businesses have a specific order which determines the status and intention of the strategies employed. Bonaglia & Goldstein (2007) states that brand and strategic development runs both deep and wide in the operations of businesses in the market. Leaders who manage their businesses have the capability to analyze components of their brand equity and also provide a change in the organization.

The factor determines the survival of an organization. It also describes its effectiveness. He talks about the movement from the corporate to the global perspective in a different manner. He defines the changing methodology of strategic direction and communication development within an organizational setting into a global aspect. Companies operate according to different historical perception and desires (Khanagha, Volberda, & Oshri, 2014). The future statements of the companies may appear as mistakes. Brand equity originates from learning, and it may undergo changes depending on the desires of the companies.

On the other hand, Miller (2007) bases his argument on the corporate strategy and communication functionality in relation to brand equity. Miller (2007) claims that many businesses have come up with data concerning the development of their operations. He states that more interconnections may take place within the different departments to influence a clear analysis on the type of strategies that need to be employed at any particular time. He gives an example of various strategic situations that define the application of both communication and brand equity in an organization. He claims that for a company to improve it needs to develop a new brand image. Organizations/Companies need to fire individuals who fail to perform according to the needs and objectives of an organization (Reiljan & Paltser, 2015). He proposes that the individuals who work hard should go through a reward system to maintain their loyalty to the organization. He talks of the emergence of a new theory of organization which works on the methodology of individuals and groups operating on the aspect of satisfying their needs. The theory worked as a classical and scientific management.

The theory influenced enrichment of jobs with a democratic and employment platform which worked with work directed leadership style. Today, the world focuses on the human resource department so as to connect human and work-related issues as one principle. The human resource department may align communication and strategic implementation to enhance effective brand equity in the society (Reiljan & Paltser, 2015). Approaches to open systems in improving operational development in an organization possess an interconnection to the organizational equity. It focuses on the environment and also focuses on the pragmatic usage of the systems approach. He talks of the principle of life to the development of the business. The two factors work closely to ensure a successful outcome. Many organizations comprise components which depend on each other and have a relationship with the influence of the environment (Ponnam & Balaji, 2015). Any change given to one of the subsystems may have an impact on the functionality of the other subsystems. With time, the changes affect the operation of the whole organization.

Composition of Brand Equity

In most cases, brand equity refers to the composition of parts that offer the effectiveness of the operation of a business through the aspect of the interaction of communication and brand strategy. In the context of the functionality of a business, the term system depicts activities, participants, and settings perceived either in a direct or indirect manner to create the solution to a challenging situation. Brand equity changes the implementation of systematic thinking on a specific phenomenon and the process of change (Hur, Kim, & Woo, 2014). The properties of businesses describe the principles that offer guidelines through the employed strategies and communication tools to enhance general development. Business properties require huge attention due to the nature of their operations. The global market has a positive recognition of the above factors through proper planning.

The phenomenon offers an explanation of the relationship between the intervention created by brand communication, brand strategy, and brand equity. The relationship depicts itself as predictable, sequential and with a unidirectional characteristic. Most of the businesses create attention to changing peculiar parts like state policies with an intention to create the desired outcome. Brand equity comprises of interdependent parts which create a state of balance in their functionality (Torppa & Smith, 2011). A change in one of the components results in a desirable change in the other part whenever one introduces a concurrent shift in their relationship.

Brand equity, communication, and strategy have the conceptual framework with the intellectual foundation of business operation. The approaches have a systematic perception with a platform for identifying problem situations. The strategies employed by a business tend to use their approaches in different systematic elements. The understanding of their nature depends on their position, responsibilities, and experiences. The methodology uses multiple stakeholders to provide the solution to problems. It offers a similar platform to balance the different views of the stakeholders (Lim & Weaver, 2014). It offers a resistance aspect among change agents towards social, economic and political elements. The methodology works through identifying and interpreting the views of the stakeholders.

Through the evaluation of the work by Vigne & Samuels (2012), it looks at the viable aspect of the intervention towards solving problems. Dynamic thinking derived from communication and strategic planning focuses on the management of diverse organizational operations. It looks at the cause pattern and impact relationship in a business system. The system looks for the operation of feedback, delays created by actions and implications. It also looks into the possibility of unexpected implications for creating new problems in regard to the image of a business. The insights created by the above factors create a positive perception through which to identify desirable levels of change (McCann, Graves, & Cox, 2014). The system also focuses on identifying factors that have relativity to the outcome of a problematic situation. It identifies the cause of a specific issue.

Brand Equity and Competitive Base of a Business

Brand equity refers to set of beliefs, values, symbols, ceremonies, and myths with a communication approach to enhance good perception among customers found in the market. Brand equity occurs naturally through the interaction of effective strategy and communication. The phenomenon may have a full meaning when the interpretation of their relationship has a meaning to them (Torppa & Smith, 2011). As an intangible force, it makes the values within an organization appear special. Strategic planning and modern communication tools such as social media and email within the market. They boost the morale of customers that they belong to one single group with similar objectives. It also influences the standards of behavior and clarifies their outcome. Researchers have failed to prove that brand equity may influence the performance of an organization. They have preferred studying brand strategy and communication due to their definite nature (Torppa & Smith, 2011). Their study also focuses on policies relative to the functionality of businesses. Many businesses take a keen interest in carrying out audits to ensure incorporation of other relevant and desirable techniques in their business systems.

The strategies ensure standard modification of current strategies and communication approaches to fit new changes in the society. The study of communication, strategy, and brand equity fails to have an easy nature since they require a lot of time to come up with data. It demands empirically standardized methods with critical reviews to make the study successful. Many scholars have defined the three factors in several ways due to the nature of the markets found in the global community. Different companies come up with a different meaning when they talk about corporate equity, communication, and strategy. Other individuals mean the functional aspect of the business functionality and its outcome. Most individuals think that strategy creates a feeling of commitment and acquiring communication integration to adapt to new external changes that lead to the desired brand equity

Brand equity, brand communication, and brand strategy look into the requirements of the comprehensive learning process and the interconnection of the different elements (Torppa & Smith, 2011). They develop major management principles which offer a clear understanding of the business challenges around assumptions about strong leadership. Leadership comes with an aspect of a diffused methodology rather than a centralized perspective. The development should have a self-arranged and developing phenomenon. They also play different roles in the political sector. Most individuals call them political metaphor. They look into how organizations work to attain their respective outcomes through evaluation (Wardale, Cameron, & Li, 2015). They avoid assumptions related to assumptions related to interconnected systems. It develops a framework to comprehend the relationship between organizational and political actor.

Conclusion

In order to learn about the relationship between brand equity, brand communication, and brand strategy in an organization, it should motivate companies to know about the change in the market. Most of the customers look at the image of an organization as either having as a disruptive and with a negative impact when it fails to meet the objectives of the business. It means that an organization has to redefine its operational strategic plan and communication tools to create a positive status among the customers in the market (Yen, et al., 2006). Brand equity in many organizations have changed with time due to the aspect of globalization and changing consumer habits in the world with many corporate competitive platforms. Knowledge of the organization manages change within a desired period. The various strategic changes that occur in relation to communication and brand equity occur due to the influence of thinking which has a relationship with both the system and change.

The paper evaluates the integration of communication and brand strategy in influencing positive change in the business environments of companies in the world. Change in any given organization depends on the above factors to create sustainable development. It may not occur as fast as individuals may see it (Vigne & Samuels, 2012). The factors are interdependent on one another when it comes to talking about changes in the world. The three factors have similarities in the aspect of their cause and outcome. They enable one to determine the nature of the outcome related to their effect. Organizations should learn from their cultural advantages and shortcomings in order to improve their brand equity. Organizational communication and strategy determine the successful outcome of the activities found in the brand equity.

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