IMC Overview and Brand-Equity Enhancement

Slides:



Advertisements
Similar presentations
3.02 Position products/services to acquire desired business image.
Advertisements

Chapters One and Two IMC Overview and Brand-Equity Enhancement.
Chapter Three Positioning and Targeting for MarCom Efforts.
BRAND EXTENSIONS Zeenat Jabbar.
Chapter 14 Promoting Products.
BA CHAPTER 10 COMMUNICATIONS - ADVERTISING LINDELL’s POWER POINTS.
MKTG Integrated Marketing Communications Spring 2007.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
PowerPoint Presentation by Charlie Cook The University of West Alabama CHAPTER 2 Eighth Edition © 2010 South-Western, a part of Cengage Learning All rights.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Customer Based Brand Equity Chapter 2. Customer Based Brand Equity The differential knowledge that brand knowledge has on the marketing of that brand.
Promotions Opportunity Analysis Chapter 4 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-1.
1 Chapter 16: Promotional Planning for Competitive Advantage Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd.
 2007 Thomson South-Western Overview of Integrated Marketing Communications Chapter One.
1 Chapter 3 Advertising and the Marketing Process.
Promotion – 1 Integrated Marketing Communications Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building.
Learning Goals Define marketing and the marketing process.
Chapter 12 Category and Brand Management, Product Identification, and New- Product Planning.
Market Segmentation and Product Positioning Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Chapter 15.
1  2007 Thomson South-Western Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable Chapter Two.
Chapter Two The Marketing Communications Process and Brand- Equity Enhancement.
Overview of Marketing Class 23 Tuesday 11/15/11. Nature of Marketing To create value by allowing people and organizations to obtain what they need and.
Integrated Marketing Communications The Process of Planning a Synergistic Approach to Promotions and Communications.
Integrated Marketing Communications The Process of Planning a Synergistic Approach to Promotions and Communications.
McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed 7 Establishing Objectives and Budgeting for the Promotional Program.
Overview of Integrated Marketing Communications
Marketing Management Course Overview & Introduction.
LOGO Chapter 2 Advertising’s Role in Marketing Professor Yu Hongyan Sun Yat-Sen Business School, SYSU 2 June 2016.
SMM 3rd Session.
Lecture One MKT 6810 Introduction to Promotions Management and Integrated Marketing Communications (IMC)
Consumer Behavior Memory Application of Consumer Memory to Brand Knowledge, Brand Equity and Brand Extension.
 2007 Thomson South-Western Overview of Integrated Marketing Communications Chapter One.
Chapter 1 An Introduction to IMC
Chapter Two Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable.
Lecture One MKT 6810 Introduction to Promotions Management and Integrated Marketing Communications (IMC)
Class 2: Branding. Content What is a brand? To Understand Branding Issue How to Create and Maintain Brand Brand Position Communication and Branding.
Advertising’s Role in Marketing
1 PRODUCT MEANING & DESIGN. BRAND ACTIVATION Brand activation may be linked to: 2 COMPANY OTHER BRANDS 3 RD PARTY SOURCES EVENTS BRAND AMBASSADORS CHARACTERS.
2.1 CUSTOMER-BASED BRAND EQUITY CUSTOMER-BASED BRAND EQUITY.
4.00 Acquire a foundational knowledge of promotion to understand its nature and scope 4.01A Explain the role of promotion as a marketing function.
4.01C Identify the elements of the promotional mix.
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
1  2007 Thomson South-Western Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable Chapter Two.
 2007 Thomson South-Western Marcom Positioning Chapter Five.
CHAPTER 13: MANAGING BRANDS OVER TIME
LECTURE 4: CREATING PASSIONBRANDS JUST ANOTHER BRAND OR A PASSIONBRAND
Brand Management 260 Ch 2.
The Promotional Strategy and Marketing Communication
Marketing Creating and Capturing Customer Value
POSITION PRODUCTS/SERVICES TO ACQUIRE DESIRED BUSINESS IMAGE
CHAPTER 10 CRAFTING THE BRAND POSITIONING
4.01A Explain the role of promotion as a marketing function
Integrated Marketing Communications
PRICING, PROMOTION, & MARKET PLANNING
CHAPTER:12 Introducing and Naming New Products and Brand Extensions
MANAGING BRANDS OVER TIME
Overview of Integrated Marketing Communications
CHAPTER 2: CUSTOMER-BASED BRAND EQUITY
Chapter 2 Define the role of advertising within marketing
IMC Overview and Brand-Equity Enhancement
Cengage Learning Australia hereby permits the usage and posting of our copyright controlled PowerPoint slide content for all courses wherein the associated.
Chapter 1 Development of Marketing Communication
Chapter 2 The Role of IMC in the Marketing Process
Chapter Two Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable  2007 Thomson South-Western.
Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable © 2010 South-Western, a part of Cengage Learning.
Chapter Two Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable  2007 Thomson South-Western.
Overview of Integrated Marketing Communications
Chapter Two Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable  2007 Thomson South-Western.
Overview of Integrated Marketing Communications
PLC & Branding.
Presentation transcript:

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

Integrated Marketing Communications Mountain Dew?

Integrated Marketing Communications Mountain Dew: #3 soft drink in sales in U.S. On market for 30+ years Teens – primary market 20-39 y.o. – significant secondary market

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

Integrated Marketing Communications Answer:

Integrated Marketing Communications Positioning: FEE

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

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

The Marketing Mix and Promotion Management

Elements of Marketing Communications

What is a Brand?

Definition of Brand What is a Brand?

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

Definition of Brand Equity Customer-based perspective:

Dimensions of Personalities Sincerity Excitement Competence Sophistication Ruggedness The text shows you illustrations of ea of these brand personality dimensions.

Two forms of Brand Knowledge Brand Awareness

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?

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

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

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

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?

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 and Ingredient Branding Dunkin’ Donuts Hill Holiday

Managing Brand Benefits The specific benefit that brand managers create and communicate to the target market. Functional Symbolic Experiential

Managing Brand Benefits When would a given type of benefit or need be important? What would determine this? Think about these questions as we define ea benefit and look at examples. Functional Symbolic Experiential

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

Functional Needs Health conscious products are a functional need today

Functional Needs Honda Tractors Fahlgren

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

Symbolic Needs Appeal to Symbolic needs

Symbolic Needs Toyota Saatchi & Saatchi DFS/Pacific

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

Experiential Needs An appeal to sensory pleasure

Experiential Needs Pictionary Warwick Baker O’Neill

Managing Brand Benefits When would a given type of benefit or need be important? What would determine this? Functional Symbolic Experiential

Managing Brand Benefits Product characteristics: Functional Symbolic Experiential

Managing Brand Benefits Consumer characteristics: Functional Symbolic Experiential

Managing Brand Benefits Characteristics of purchase/usage context : Functional Symbolic Experiential

Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC) 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

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

IMC Exercise Using any form of relevant contact: