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Chapters One and Two IMC Overview and Brand-Equity Enhancement.

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Presentation on theme: "Chapters One and Two IMC Overview and Brand-Equity Enhancement."— Presentation transcript:

1 Chapters One and Two IMC Overview and Brand-Equity Enhancement

2 Integrated Marketing Communications Mountain Dew?

3 Integrated Marketing Communications Mountain Dew: #3 soft drink in sales in U.S. On market for 30+ years Teens – primary market y.o. – significant secondary market

4 Integrated Marketing Communications Mountain Dew: How to “grow the brand” without alienating core market?

5 Integrated Marketing Communications Answer:

6 Integrated Marketing Communications Positioning: FEE

7 Integrated Marketing Communications Super Bowl Ad Local TV, radio XGames and NBC’s Gravity Games Giveaways at appropriate events/locations

8 Marketing Communications The collection of all elements in a brand’s marketing mix that facilitate exchanges by establishing shared meaning with the brand’s customers or clients

9 The Marketing Mix and Promotion Management

10 Elements of Marketing Communications

11 What is a Brand?

12 Definition of Brand What is a Brand?

13 Definition of Brand Equity Brand Equity Firm-based perspective focuses on outcomes for stakeholders:

14 Definition of Brand Equity Brand Equity Customer-based perspective:

15 Dimensions of Personalities Sincerity Excitement Competence Sophistication Ruggedness

16 Two forms of Brand Knowledge Brand Awareness

17 Two forms of Brand Knowledge Goal: Make it into the Evoked Set What is your evoked set for cereal? What is your evoked set for computers? How did those brands get there?

18 Two forms of Brand Knowledge Brand Image The types of associations that come to the consumer’s mind when contemplating a particular brand

19 Consumer-Based Brand Equity Framework Brand Knowledge Brand Knowledge Brand Recognition Brand Recognition Brand Recall Brand Recall Non-Product-Related (e.g., Price, Packaging, User and Usage Imagery) Non-Product-Related (e.g., Price, Packaging, User and Usage Imagery) Product-Related (e.g., color, size, design features) Product-Related (e.g., color, size, design features) Functional Symbolic Experiential Attributes Benefits Overall Evaluation (Attitude) Overall Evaluation (Attitude) Types of Brand Associations Types of Brand Associations Favorability, Strength, and Uniqueness of Brand Association Favorability, Strength, and Uniqueness of Brand Association Brand Awareness Brand Awareness Brand Image Brand Image

20 Questions for Brand Manager How can Amazon Kindle break into and stay prominent in consumers’ evoked set for its category?

21 Questions for Brand Manager How can Amazon build and maintain favorable, strong, and unique brand associations in the target markets? How can Amazon position the brand for immediate as well as long term growth?

22 Co-Branding and Ingredient Branding Two or more brands enter into a partnership that potentially serves to enhance both brands’ equity and profitability Requirement for successful co-branding : Examples? Co-Branding

23 Co-Branding and Ingredient Branding Dunkin’ Donuts Hill Holiday

24 Managing Brand Benefits The specific benefit that brand managers create and communicate to the target market. ExperientialSymbolicFunctional

25 Managing Brand Benefits When would a given type of benefit or need be important? What would determine this? ExperientialSymbolicFunctional

26 An Appeal to Functional Needs Functional Needs Products that attempt to fulfill the consumer’s consumption-related problems

27 Functional Needs Health conscious products are a functional need today

28 Functional Needs Honda Tractors Fahlgren

29 An Appeal to Symbolic Needs Symbolic Needs Products that potentially fulfill a consumer’s desire for self- enhancement, group membership, affiliation, and belongingness

30 Symbolic Needs Appeal to Symbolic needs

31 Symbolic Needs Toyota Saatchi & Saatchi DFS/Pacific

32 An Appeal to Experiential Needs Experiential Needs Products that provide sensory pleasure, variety, and cognitive stimulation

33 Experiential Needs An appeal to sensory pleasure

34 Experiential Needs Pictionary Warwick Baker O’Neill

35 Managing Brand Benefits When would a given type of benefit or need be important? What would determine this? ExperientialSymbolicFunctional

36 Managing Brand Benefits Product characteristics: ExperientialSymbolicFunctional

37 Managing Brand Benefits Consumer characteristics: ExperientialSymbolicFunctional

38 Managing Brand Benefits Characteristics of purchase/usage context : ExperientialSymbolicFunctional

39 Integrated Marketing Communications (IMC) Integrated Marketing Communications (IMC)

40 Payoff from IMC: Value of Synergy Multiple methods in combination achieve better communication results than do the tools used individually By integrating multiple communications tools and methods, brand managers achieve synergy Integrated Marketing Communications (IMC)

41 Key Features of IMC 1. Start with the customer, work back to company 2. Use any form of relevant contact 3. Achieve synergy (single voice) 4. Build relationships between the brand and the consumer 5. Affect behavior

42 IMC Exercise Using any form of relevant contact:


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