Example : Communicating the Brand

Recognised Worldwide

Brand Identity The outward expression of the brand, includes : - its name - visual appearance. Brand identity is its fundamental means of: consumer recognition symbolizes the brand's differentiation from competitors.

Brand Image The customer's “take“ on the brand. For users - this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations For non-users - it is based almost entirely upon uninformed impressions, attitudes and beliefs.

Brand Personality The attribution of human personality traits (e.g seriousness, warmth, imagination) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising , packaging and graphics. These traits inform brand behavior through both prepared communication/packaging, and through the people who represent the brand - its employees.

Aaker’s Model

Integrated Brand Communications “ IBC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. The goal of IBC is to influence or directly affect the behaviour of the selected communications audience. IBC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages.” (Shimp, 2000,)

Brand Communications Management Brand Strategy , Values and Identity Target Customer Groups Brand Identity Message Media Money Control and Impact Evaluation

Code Symbols used to convey meaning - Text - Signs - Graphics - Symbols…etc

Appeals The focus of message content Main appeals - Product feature - Customer benefit - Organisation

Executions Way appeal is communicated - factual - comparison - simile/metaphor - humour - narrative - endorsement …

Both to join in describing and making Values clear and understood Execution Factual Story Appeal Product feature Customer Benefit Both to join in describing and making Values clear and understood Overall Business

The Communications Mix Personal selling Advertising Sales promotion Sponsorship Public relations Point of purchase media Exhibitions E-marketing etc….

Control and Evaluation Systems to ensure plans actually implemented Measure against plans EVALUATION: Systems to measure performance of communications Measure against Objectives

Controls - examples Advertising: - timing/frequency/ of ads. - appearance of ads./copy Personal Selling: - sales cover of territory - behaviour of sales people

Evaluation Problematic area for some types of communication Problem in separating out communications effects

Communications Effects Direct Communications: Easier to evaluate Direct control and measurement of Communications Mediated Communications Difficult to isolate Effects Lack of control on influences on buyers

Example - Advertising Pre - testing (concepts) Pre - testing (ads.) Post - testing (recall/recognition) Tracking studies

+ + Brand Communications Budgets Production Costs Transmission Costs Contingency Reserve +

Setting Budgets Complicated by difficulty in measuring effects Range of Methods for setting Objective and Task – most managerial approach

Summary Image, Identity and Personality are the basis for Brand Communications design Brands communicated through an Integrated Approach Core Decisions are: - Message - Media - Money