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Consumer Branding and Brand Planning Meetings 10 and 11.

Published byDoris McLaughlin Modified over 9 years ago

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Presentation on theme: "Consumer Branding and Brand Planning Meetings 10 and 11."— Presentation transcript:

1 Consumer Branding and Brand Planning Meetings 10 and 11

2 Changes in Branding 1.Transactions to relationships - communication with consumer, not sale 2.Monolog to dialog - listen to consumer, not talk to them 3.Efficiency to effectiveness - measure behavior change from messages and incentives, not GRP or CPM

3 Messages vs Incentives Messages are what the consumer should know about the brand and its benefits Incentives are what the consumer gets for trying the brand Both can have short-term or long-term objectives

4 Aggregates and Segments Consumer aggregates are: Current customers Competitive customers Emerging users Consumer aggregates are segmented by: Demographics, psychographics,geographics Media use, product benefits

5 Behavioral Objectives Current Users - retain, grow, migrate (messages to continue relationship) Competitive Users - trial, switch, special use (incentives to change behavior) Emerging Users - trial, total program (messages and incentives to build relationship)

6 Consumer Decision Making HabitualLimitedExtended Problem Recognition Selective Brand Problem Recognition Generic Category Problem Recognition Generic Category Information Search Limited Internal Information Search Int.l/limited external Information Search Internal/external Purchase Alternative Evaluation Few attributes/alts. Alternative Evaluation Many atts/alternatives Purchase

7 Individualizing Consumer Profiles Acura Integra Gen X, 20-29, Unmarried, coastal, urban, young professional “My name is Eric. I don’t trust much of what I read. I want value as I define it. Acura is a no BS kind of car with speed I can control. I have nothing to prove to anyone so I bought the car for myself.” FedEx Secretarial or clerical, low income, unmarried, high school education “I’m Alice. I refuse to be held responsible for a lost shipment. I’m happy to help my boss but I can’t work miracles. FedEx has tracking and tracing so I can prove who screwed up.

8 Positioning Assumptions and Reality Brands are positioned by the marketer Brands are positioned against other brands Brand positions should remain unchanged Brands are positioned by the prospect with marketing prompts Brands are positioned against other alternatives Positioning prompts must be adapted to changes in the market

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