The Role of Audio Visuals in Brand Growth in Public Relations in Three Ghanaian Institutions

Abstract

Brand growth and the exact influence audio visuals have on it, is a grey area to find research literature. However, it remains an interesting field to consider especially because of trends and innovations today. The trend of businesses today see the same good old highly competitive bouts against each other to excel and harness greater market share. The progress however is that of late, focus and tons of attention is given to the development of a mutually beneficial relationship between consumers of a product or service and the producers or providers of the said product or service respectively. These attempts ultimately aim at ensuring constant provision of purchases and consumption of products and services produced to sustain and promote the business and its growth (brand growth). Multiple tactics, tools and channels are utilized in these processes discussed above. This research employs the qualitative research method through in-depth unstructured interviews and will focus on one of such highly effective means of achieving brand growth, the use of audio visuals. With key focus on the Ghanaian setting, this research looks at audio visuals and the roles they play in improving, enhancing and providing fertile grounds for brand growth. Based on existing literature, the exact benefits and roles audio visuals play in terms of promoting brand growth were out doored in this study. The study also looked at why Public Relation (PR) agencies will prescribe the creation, development and utilization of audio visuals to their clients. In the end, this study is a dive into the spheres of un-abundant researches that are already existent and are key in fostering brand growth.