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Discussion Questions Chapter 4 Explain how brand communication works in the case of the “Hard to explain, easy to experience” campaign. Brand communication refers to the combination of activities that can influence the client's opinion about a company and its products. Brand communication works in this case because it enables the firm research and identifies the appropriate audience for the products and services. The brand communication of the company has several components such as identification of audience, determination of the objectives and goals, development of key messages and identification of a tactical plan to reach the customers. The company targets the diverse population in the United States which include the African Americans, Chinese, and Hispanic millennial in the United States. The brand communication of the firm creates awareness, popularity, and acceptance of the product to the clients (Rothhan, 2015). For instance, the brand communication of advertising notifies t...

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