1. IMC Overview and Brand-Equity Enhancement
Chapters One and Two
IMC Overview and Brand-Equity Enhancement

2. Integrated Marketing Communications
Mountain Dew?

3. 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

4. Integrated Marketing Communications
Mountain Dew:
How to “grow the brand” without alienating core market?

5. Integrated Marketing Communications
Answer:

6. Integrated Marketing Communications
Positioning: FEE

7. 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

8. The Marketing Mix and Promotion Management

9. Elements of Marketing Communications

10. What is a 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

11. Definition of Brand What is a Brand?
At most basic level, identifying mark or name (typically copyrighted).
What is a brand, in consumer’s minds?
What does branding do for companies?

12. Definition of 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

13. Dimensions of Personalities
Sincerity
Excitement
Competence
Sophistication
Ruggedness

14. 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

15. 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?

16. Two forms of Brand Knowledge
Brand Image
The types of associations that come to
the consumer’s mind when
contemplating a particular brand

17. 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

18. Questions for the Semester
How can FIJI water stay prominent in consumers’ evoked set for bottled beverages?

19. Questions for the Semester
How can they maintain favorable, strong, and unique brand associations in their target markets?
How can they position the brand for immediate as well as long term growth?

20. 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 : “logical fit between the two brands…”
Examples?

21. Co-Branding and Ingredient Branding
Dunkin’ Donuts
Hill Holiday

22. Managing Brand Benefits
The specific benefit or need that brand managers create and communicate to the target market.
Functional Needs
Symbolic Needs
Experiential Needs

23. Managing Brand Benefits
When would a given type of benefit or need be important?
What would determine this?
Functional Needs
Symbolic Needs
Experiential Needs

24. An Appeal to Functional Needs
Products that attempt
to fulfill the consumer’s
consumption-related
problems

25. Functional Needs
Health conscious
products are a
functional need
today

26. Functional Needs
Honda Tractors
Fahlgren

27. An Appeal to Symbolic Needs
Products that potentially
fulfill a consumer’s
desire for self-enhancement, group
membership, affiliation,
and belongingness

28. Symbolic Needs
Appeal to
Symbolic needs

29. Symbolic Needs
Toyota
Saatchi & Saatchi DFS/Pacific

30. An Appeal to Experiential Needs
Products that provide
sensory pleasure,
variety, and cognitive
stimulation

31. Experiential Needs
An appeal to
sensory pleasure

32. Experiential Needs
Pictionary
Warwick Baker O’Neill

33. Managing Brand Benefits
When would a given type of benefit or need be important?
What would determine this?
Functional Needs
Symbolic Needs
Experiential Needs

34. Managing Brand Benefits
Product characteristics:
Functional Needs
Symbolic Needs
Experiential Needs

35. Managing Brand Benefits
Consumer characteristics:
Functional Needs
Symbolic Needs
Experiential Needs

36. Managing Brand Benefits
Characteristics of purchase/usage context :
Functional Needs
Symbolic Needs
Experiential Needs

37. Integrated Marketing Communications (IMC)
The process of developing and implementing
various forms of persuasive communication
programs with customers and prospects over
time

38. 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

39. IMC Exercise Using any form of relevant contact:
Suppose you’re advertising a product marketed specifically to high school seniors. Identify 7 truly different contact methods you could use to reach them.