Chapter Two The Marketing Communications Process and Brand- Equity Enhancement

Chapter Two Objectives Understand the various aspects of managerial decision making related to MarCom Describe MarCom as a means of enhancing brand equity and affecting desired behavior from the target audience

Making Brand-Level Marketing Communication Decisions

Making Brand-Level MarCom Decisions Positioning Targeting Setting Objectives Budgeting Guiding Structure

Guiding Structure for MarCom Implementation Decisions

MarCom Implementation Decisions Mixing Elements Creating Messages Selecting Media Establishing Momentum

MarCom Outcomes Enhancing brand equity Affecting behavior

Program Evaluation Measuring results Providing Feedback Taking corrective action

Brand A name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition

Dimensions of Personalities Sincerity Excitement Competence Sophistication Ruggedness

Illustration of a Sincere Brand

Illustration of a Exciting Brand

Illustration of a Competent Brand

Illustration of a Sophisticated Brand

Illustration of a Rugged Brand

Definition of Brand Equity Brand Equity A brand possesses equity to the extent that consumers are familiar with the brand and have stored in their memory warehouses favorable, strong and unique brand associations

Two forms of Brand Knowledge Brand Awareness An issue of whether a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked

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

Enhancing Brand Equity

Characteristics of World Class Brands Deliver benefits consumers want Stay relevant Price equal value Good positioning Consistency

Characteristics of World Class Brands Fits into brand portfolio Brand helps build brand equity Brand’s managers understand what the brand means to consumers Support over long run Monitoring of the sources of brand equity

Co-branding and Ingredient Branding Co-branding A partnership between two brands Ingredient branding Inclusion of one brand within the other

Co-branding and Ingredient Branding Co-branding A partnership between two brands Ingredient branding Inclusion of one brand within the other