1. Chapter Two The Marketing Communications Process and Brand- Equity Enhancement

2. 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

3. Making Brand-Level Marketing Communication Decisions

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

5. Guiding Structure for MarCom Implementation Decisions

6. MarCom Implementation Decisions Mixing Elements Creating Messages Selecting Media Establishing Momentum

7. MarCom Outcomes Enhancing brand equity Affecting behavior

8. Program Evaluation Measuring results Providing Feedback Taking corrective action

9. 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

10. Dimensions of Personalities Sincerity Excitement Competence Sophistication Ruggedness

11. Illustration of a Sincere Brand

12. Illustration of a Exciting Brand

13. Illustration of a Competent Brand

14. Illustration of a Sophisticated Brand

15. Illustration of a Rugged Brand

16. 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

17. 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

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

19. 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

20. Enhancing Brand Equity

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

22. 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

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

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