Building Brands with Integrated Marketing Communications by Patti Girardi
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Transcript of Building Brands with Integrated Marketing Communications by Patti Girardi
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BUILDING BRANDS THROUGH IMCIntegrate 2011 Workshop
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Patti GirardiIMC 613
Brand Equity Management
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IMC 613 -- Brand Equity Management3
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What is a brand?4
• A brand is a customer’s gut feeling about a product, service or company.
• It is not what you say it is. It is what THEY say it is.
• A charismatic brand is a brand for which people believe there is no substitute.
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Which of these brands are charismatic?
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Which of these brands are charismatic?
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A couple more definitions
• Branding is the discipline of empowering a company’s product or service with the essence of the brand
• Brand equity is the added value endowed on a product or service, which may be reflected in the way consumers think, feel and act with respect to the brand
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Advantages8
8BIGGER PROFITS
GREATER LOYALTYIMPROVED PERCEPTIONS OF PRODUCT PERFORMANCE
INCREASED MARKETING COMMUNICATIONS EFFECTIVENESS
GREATER TRADE COOPERATION
LESS VULNERABILITY TO CRISES
LESS COMPETITIVE VULNERABILITY
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“The Apple Effect”9
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The 10 Most Valuable Brands*Brand 2010 Brand Value (Billions)Coca-Cola $70
IBM $65Microsoft $61
Google $44
GE $43
McDonald’s $34
Intel $32
Nokia $30
Disney $29
Hewlett-Packard $27
__________*Source: Interbrand
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The Brand Promise12
Building brand equity starts with the identification of a brand promise or mantraA brand promise is a short 3-5 word expression
of the most important aspects of the brand and its core values (e.g., “serve the athlete”)
Ask yourself:Who are we?What do we do?Why does it matter?
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Building Brand Equity13
Brand equity is created through the generation of awareness and positive associations in the minds of consumersBrand elements (logo, slogans, names, URLs, symbols,
characters)MemorableMeaningfulLikeableTransferableAdaptableProtectable
Marketing activities
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Like this!
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And this!15
• Can you hear me now?
• Like a good neighbor, State Farm is there
• Just do it• Zoom Zoom• We try harder
• We’ll pick you up• This Bud’s for you• Save 15% or more
in 15 minutes or less
• Nothing runs like a Deere
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And this!17
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Why IMC?18
• Different media have different strengths and advantages within a campaign’s media mix and, thus, should be integrated in a way that most effectively delivers on the objectives of the campaign
• The result is a consistent voice
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Why IMC?
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Tactics
• The following eight media/tactics can help in orchestrating an integrated branding campaign: – direct marketing– new media– print– public relations
• More about these later!
– radio– sales promotion– sponsorships/event marketing– television
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Every customer interaction is an
opportunity to generate brand awareness and
positive brand associations.
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