1. Communicating Messages

2. Reading
Shimp
Chapters 10 and 11

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

4. Simple Customer Values
FUNCTIONAL
SYMBOLIC
CUSTOMER
VALUES
EXPERIENCE

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

6. 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

7. 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.”

8. 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)‏

9. 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

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

11. Not Just Consumers

12. Results

13. Physical Product

14. Feature
Design:
The New
Bamboo

15. Features Design:
Just Speakers?

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

17. Image and Identity Brand Image Brand Identity Brand Values
Customer Values
Brand Image
Brand Identity
Brand Values

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

19. Brand Awareness
Are Customers aware of :
Brand Name
Brand Values

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

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

22. 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

23. Message Design
Message has 3 parts:
Code
Appeal
Execution

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

25. 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

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

27. Executions - factual - comparison - simile/metaphor - humour
- narrative
- endorsement …

28. 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