1. Example :
Communicating the Brand

2. Recognised
Worldwide

3. Brand Identity The outward expression of the brand, includes :
- its name
- visual appearance.
Brand identity is its fundamental
means of:
consumer recognition
symbolizes the brand's
differentiation from competitors.

4. Brand Image The customer's “take“ on the brand.
For users - this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations
For non-users - it is based almost entirely upon uninformed impressions, attitudes and beliefs.

5. Brand Personality
The attribution of human personality traits (e.g seriousness, warmth, imagination) to a brand as a way to achieve differentiation.
Usually done through long-term above-the-line advertising , packaging and graphics.
These traits inform brand behavior through both prepared communication/packaging, and through the people who represent the brand - its employees.

6. Aaker’s
Model

7. Integrated Brand Communications
“ IBC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. The goal of IBC is to influence or directly affect the behaviour of the selected communications audience. IBC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages.”
(Shimp, 2000,)

8. Brand Communications Management
Brand Strategy , Values and Identity
Target Customer Groups
Brand Identity
Message
Media
Money
Control and Impact Evaluation

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

10. Appeals The focus of message content Main appeals - Product feature
- Customer benefit
- Organisation

11. Executions Way appeal is communicated - factual - comparison
- simile/metaphor
- humour
- narrative
- endorsement …

12. 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

13. The Communications Mix
Personal selling
Advertising
Sales promotion
Sponsorship
Public relations
Point of purchase media
Exhibitions
E-marketing etc….

14. Control and Evaluation
Systems to ensure
plans actually
implemented
Measure against plans
EVALUATION:
Systems to measure
performance of
communications
Measure against
Objectives

15. Controls - examples Advertising: - timing/frequency/ of ads.
- appearance of ads./copy
Personal Selling:
- sales cover of territory
- behaviour of sales people

16. Evaluation Problematic area for some types of communication
Problem in separating out communications effects

17. Communications Effects
Direct
Communications:
Easier to evaluate
Direct control and
measurement of
Communications
Mediated
Communications
Difficult to isolate
Effects
Lack of control on
influences on buyers

18. Example - Advertising Pre - testing (concepts) Pre - testing (ads.)
Post - testing (recall/recognition)
Tracking studies

19. + + Brand Communications Budgets Production Costs Transmission Costs
Contingency Reserve +

20. Setting Budgets Complicated by difficulty in measuring effects
Range of Methods for setting
Objective and Task – most
managerial approach

21. Summary Image, Identity and Personality are the basis for Brand
Communications design
Brands communicated through an
Integrated Approach
Core Decisions are:
- Message
- Media
- Money