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: