Communicating Messages

Reading Shimp Chapters 10 and 11

Communications System NOISE 聲音 SENDER 發訊者 RECEIVER 收訊者 Message 訊息 Channel 管道 Feedback 回應

Simple Customer Values FUNCTIONAL SYMBOLIC CUSTOMER VALUES EXPERIENCE

Customer Value Drivers Economic Value Performance Value Buyer's Perceptions Buyer's Motivation Buyer's Situation 5

Value and Nature of Brands Value is what customers think the brand is worth The more value – added the - greater the margin - harder to imitate

Customer Values and Brand Values Basic Concept is centred on “ a common shared understanding of the meaning of the brand between the business and the customer.”

Ikea is a good example The product design communicates the simple sense of Scandinavian style at affordable prices; but the store experience, with its themed spaces, restaurants and kids’ areas, further communicates and amplifies the Ikea brand proposition. Ikea’s brand value has risen 15% this year.(2007)‏ (source. Interbrand)‏

First Steps 1. Brainstorm with groups of - managers - staff - customers based on types of Value 2. Identify specific values that - customers rate as value - can be achieved - competitors are not providing

Creation of Values through: Physical : Performance Features Packaging Communication : Name Message Brand Values Delivery

Not Just Consumers

Results

Physical Product

Feature Design: The New Bamboo

Features Design: Just Speakers?

Physical Values are created in the Factory Meaning Values are created in the Customer's Mind through Communication

Image and Identity Brand Image Brand Identity Brand Values Customer Values Brand Image Brand Identity Brand Values

Brand Values are the basis for : Creating Brand Awareness Creating Perceptions of Quality Building and Maintaining Brand Loyalty Creating / Building Brand Associations

Brand Awareness Are Customers aware of : Brand Name Brand Values

Brand Loyalty Do Customers recognise other Brands? Do they “Brand Switch”? How long do they stay Customers?

Quality in Brands How do Customers see “Quality” in the Brand? How do Customers define Quality? What is your Quality compared to Competition?

Brand Associations Positive links in the Customer’s perceptions between the Brand and a significant event / person /feature For Example: Sports event Film / Rock Star Country of Origin

Message Design Message has 3 parts: Code Appeal Execution

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

Meanings are the result of Communications with Customers Generally: The more Customer Value is emphasised the more persuasive our message Appeals – what we say Product Feature Customer Benefit Company Values

Execution – how we say it Generally: Execution should support and create additional value Styles range from: Straight Facts to Stories

Executions - 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