The Effectiveness of the HBSC, Essay Example

Discuss the effectiveness of the HBSC corporate brand communication programme and its positioning as the ‘world’s local bank’ from the position of the hierarchy of effects, elaboration likelihood, and framing models of persuasion. Which of these models do you think is best able to explain the effectiveness of the company’s campaigns and messaging?

The hierarchy of effects used by HBSC allowed the company to position itself as the ‘world’s local bank’ by first drawing awareness to itself as a corporate brand and then by emphasizing their knowledge by meeting the needs of diverse customers around the world and being responsive and efficient. Furthermore, they demonstrated through marketing that they are a likable company because culture and people matter. This resulted in consumers preferring to work with the company, being convinced it was the best, and encouraging them to open both personal and business accounts. HBSC’s marketing campaign was effective according to the elaboration likelihood model, using a peripheral approach. Once HBSC was able to turn itself into a corporation with a catchy tagline, success was imminent. Since all people need banking services and HBSC touches upon common banking wants such as responsibility and integrity, their ads applied to a broad target audience and allowed them to become successful. The framing model was used to cast HBSC’s messages in different lights to target the beliefs and values of the audience.In this case study, this is mentioned when the Chairman Filippi frames the issue of the acquisition and what it meant for CCF as a French organization. The framing model is the primary model of persuasion used in HBSC’s marketing campaign.

The framing model, under the elaboration likelihood model is best able to explain the effectiveness of the company’s campaigns and messaging because once it established itself, it only needed to remind customers of its efficacy and value to continue attracting business. Since HBSC is already one of the world’s banking leaders and its tagline continues to be effective, it is able to create advertisements that emphasize its message, which will be believed and supported by the target audience due to their continued satisfaction with this brand. Furthermore, use of this model ensured that each separate group within HBSC’s larger target audience felt that the advertisements applied to them personally. Since HBSC has been named for three years as the most valuable banking brand in the world, it is likely that it will be able to continue use of this marketing model to be successful.

References

Cornelissen J. (2011). Corporate Communication: A Guide to Theory and Practice. London: SAGE Publications.