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Brand Management Lesson 6

This document discusses integrating marketing communications to build brand equity. It outlines 5 learning objectives around the marketing communication options and developing an integrated program. The key points are: 1) The media environment has changed with digital revolution, forcing re-evaluation of communication strategies. 2) Marketing communications can build brand equity through awareness, associations, judgments and resonance. 3) An ideal campaign ensures the right exposure, attention, comprehension and positioning to motivate purchase.

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Jhagantini Palanivelu
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113 views21 pages

Brand Management Lesson 6

This document discusses integrating marketing communications to build brand equity. It outlines 5 learning objectives around the marketing communication options and developing an integrated program. The key points are: 1) The media environment has changed with digital revolution, forcing re-evaluation of communication strategies. 2) Marketing communications can build brand equity through awareness, associations, judgments and resonance. 3) An ideal campaign ensures the right exposure, attention, comprehension and positioning to motivate purchase.

Uploaded by

Jhagantini Palanivelu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Updated 201701

BRAND
MANAGEMENT
(BBCT 3033)
LESSO N 6
INTEG RATING MARKETING COMMUN ICATION S TO BUILD
BRAND EQ UITY
Learning Objectives

1. Describe some of the changes in the new media environment


2. Outline the major marketing communication options
3. Describe some of the key tactical issues in evaluating different
communication options
4. Identify the choice criteria in developing an integrated marketing
communication program
5. Explain the rationale for mixing and matching communication options
Marketing Communication
Means by which firms attempt to inform, persuade, and remind consumers about the brands
they sell :

◦ Can contribute to brand equity by:


◦ Creating awareness of the brand
◦ Linking points-of-parity and points-of-difference associations to the brand in consumers’ memory
◦ Eliciting positive brand judgments or feelings
◦ Facilitating a stronger consumer-brand connection and brand resonance
The New Media Environment
Has changed dramatically in recent years
◦ Traditional advertising media seem to be losing their grip
◦ Digital revolution has changed the way consumers learn and talk about brands
◦ Changing media landscape has forced marketers to re-evaluate how they should
best communicate with consumers
The New Media Environment

Challenges in Designing Brand-Building Communications

• Information processing model of communications

Role of Multiple Communications


Challenges in Designing Brand-Building Communications

Skilfully designed and implemented marketing communications programs


◦ Should be efficient and effective
◦ Require careful planning and creative knack
Information Processing
Model of Communications

For a person to be persuaded by any form of communication the following


steps must occur:
◦ Exposure - Seeing or hearing communication
◦ Attention - Noticing communication
◦ Comprehension - Understanding the intended message
◦ Yielding - Responding favorably to the message
◦ Intentions - Planning to act in the desired manner of communication
◦ Behavior - Actually acting in the desired manner
Ideal advertisement campaign
• An ideal advertisement campaign would ensure:
• The right consumer is exposed to the right message at the right place and at the
right time.
• The creative strategy for the advertising causes the consumer to notice and
attend to the ad but does not distract from the intended message.
• The ad properly reflects the consumer’s level of understanding about the
product and the brand.
• The ad correctly positions the brand in terms of desirable and deliverable points-
of-difference and points-of-parity.
• The ad motivates consumers to consider purchase of the brand.
• The ad creates strong brand associations to all these stored communication
effects so that they can have an effect when consumers are considering making a
purchase.
Role of Multiple
Communications

Advantages of multiple communications


◦ Optimal utilization of monetary and other resources
◦ Different communication options also may target different market segments
Marketing Communication Options

Marketing Communication

Advertising Events and


Interactive Mobile
and Promotion Marketing Experiences Marketing
Advertising
Any paid form of non-personal presentation and promotion of ideas, goods,
or services by an identified sponsor
Powerful means of creating strong, favorable, and unique brand associations
and eliciting positive judgments and feelings
Specific effects are difficult to quantify and predict
Types of Advertising Media

Television Radio Print

Direct
Place
Response
Promotion

Consumer
Promotions

Trade Promotions
Promotions
Advantages
◦ Permit manufacturers to charge different prices to groups of consumers who vary in
their price sensitivity
◦ Convey a sense of urgency to consumers
◦ Can build brand equity through actual product experience
◦ Encourage the trade to maintain full stocks and support the manufacturer’s
merchandising efforts

 
Promotions
Disadvantages
◦ Decreased brand loyalty and increased brand switching
◦ Decreased quality perceptions, and increased price sensitivity
◦ Inhibit the use of franchise
◦ Divert marketing funds sales promotion
◦ Increase the importance of price as a factor in consumer decisions
◦ May subsidize buyers who would have bought the brand anyway
Online Marketing Communication

Web Sites

On line Ads and Videos

Social Media
Events and Experiences
•Focus on engaging the consumers’ senses and imagination as a part of brand
building
•Event marketing: Public sponsorship of events or activities related to sports,
art, entertainment, or social causes
•Range from extravagant sponsorship events to a simple local in-store product
demonstration
•Rationale
•Guidelines
Mobile Marketing
Product advertising on various mobile platforms
Geotargeting: Marketers send messages to consumers based on their location
and the activities they are engaging in
Opt-in advertising - Users agree to allow advertisers to use specific, personal
information send them targeted ads and promotions
To Sum up...

Marketing communication is indispensible to the process of brand building


Developments in technology has provided new and creative modes of
communication
Marketers should employ judicious communications mix to achieve their goals
Developing Integrated Marketing Communication Program (IMC):

Criteria For IMC Program

Coverage Contribution Commonality

Complementarity Comformability Cost


General Marketing Communication Guidelines

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