Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-1 Chapter 6 Branding and building relationships with the database
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-2 Learning objectives 1.To understand how we build relationships with brands. 2.To examine the concept of brand identity; looking at brand names, symbols and packaging. 3.To look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers. 4.To explore the concept of engagement and how people engage with brands— emotionally, behaviourally and digitally. 5.To investigate the database as a driver of the IMC process.
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-3 Building brand relationships IMC & branding Database Brand engagement Branding & Database Developing the database Database drives traditional & digital media Emotional bonding Behavioural bonding Digital Brand identity Measuring the brand MobileUGC Virtual worlds Social networks Name Symbols Packaging Brand audit Brand equity Brand relationships Transactional & relational data
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-4 Footy fever Source: Courtesy of Brisbane Lions
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-5 What is a brand? Various definitions of a brand A brand is a perception resulting from experiences with, and information about, a company or a line of products. Duncan, 2005 A brand can be defined as a name, symbol, logo, trademark and so forth that identifies and differentiates a product or service. Keller, 1996
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-6 Brands vs products A brand is more than a product or service A brand is more than a product or service A brand differentiates a product from its competitors Brands have tangible & intangible qualities. Brand value derives from a combination of both marketer activities and consumer activities. Consumers may have both emotional and behavioural relationships with a brand.
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-7 Tangible and intangible dimensions of the brand
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-8 Memorable brands
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-9 Valuable brands
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-10 Facets of a brand Brand Brand identity Brand name Brand symbols Packaging
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-11 Brands and identity What do you think? Is the iPhone a mobile or a must-have?
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-12 Building brand relationships IMC & branding Database Brand engagement Branding & Database Developing the database Database drives traditional & digital media Emotional bonding Behavioural bonding Digital Brand identity Measuring the brand MobileUGC Virtual worlds Social networks Name Symbols Packaging Brand audit Brand equity Brand relationships Transactional & relational data
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-13 Packaging
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-14 Measuring brands Measures Brand audit Brand equity Brand relationship
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-15 Brand audit
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-16 Brand equity
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-17 Brand equity (cont.)
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-18 Brand relationships
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-19 Top Australian brands
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-20 Building brand relationships IMC & branding Database Brand engagement Branding & Database Developing the database Database drives traditional & digital media Emotional bonding Behavioural bonding Digital Brand identity Measuring the brand MobileUGC Virtual worlds Social networks Name Symbols Packaging Brand audit Brand equity Brand relationships Transactional & relational data
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-21 Consumers and brands Consumer bonds Emotional bonds Behavioual bonds Consumers feelings about brands, the nature of any emotional rapport and the emotional state associated with the product category. Refers to key behaviours leading to brand purchase or brand commitment.
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-22 Emotional bonds Emotions Personality Product benefits
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-23 Emotional bonding
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-24 Behavioural bonds
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-25 Engaging with consumers’ digital lives 4 th generation 3 rd generation Interactive communications: single platform communications that engage consumers where traditional medias cannot reach. 2 nd generation Brand touchpoints: multiple platforms where consumers can engage with the brand and integrate it into their lives. Social connectivity: converts consumers into brand ambassadors, providing tools to influence community opinions through social networks. Brand customisation: consumers take personal ownership of the brand, by customising content and expressing their individuality. 1 st generation
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-26 Social networking
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-27 Facebook
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-28 Top ten Facebook brands
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-29 Reasons for unsubscribing from Facebook pages
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-30 Australian companies’ attitudes to social networking 70% intend to participate in social media 40% intend to increase the marketing budget on social media and will divert funds from other marketing activities to do so
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-31 Other brand platforms Platform Virtual worlds User generated content (UGC) Mobile advertising
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-32 User-generated content
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-33 Building brand relationships IMC & branding Database Brand engagement Branding & Database Developing the database Database drives traditional & digital media Emotional bonding Behavioural bonding Digital Brand identity Measuring the brand MobileUGC Virtual worlds Social networks Name Symbols Packaging Brand audit Brand equity Brand relationships Transactional & relational data
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-34 The database The database epitomises the drive for greater control, superior information, tighter targeting and more reliable measurment Data informs and enhances business decisions Businesses generate transactional data in the normal course of doing business The key is to add value to transactions and turn them into relationships
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-35 The database: types of data Types of data Transactional Relational Quantitative data Sales value, sales history Quantitative data Sales value, sales history Qualitative data Lifestyles, values, beliefs Qualitative data Lifestyles, values, beliefs Captured via: Scanner data, credit cards, membership cards Captured via: Scanner data, credit cards, membership cards Captured via: Buyer-seller relationships, customer touch-points, online contacts, etc. Captured via: Buyer-seller relationships, customer touch-points, online contacts, etc.
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-36 How database marketing works
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-37 B2B database
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-38 Sources of database information Information Sources Information Sources ADMA Australia Post List brokers Government agencies e.g. ABS
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-39 Database and IMC
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-40 Summary and conclusions Companies use brands to relate with customers. Brands transcend physical products. Customers may have emotional or behavioural relationships with brands. Much of our knowledge about how customers think about brands is stored electronically. The database is a key driver of the IMC process.