Chapter Two The Marketing Communications Process and Brand- Equity Enhancement.
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Transcript of Chapter Two The Marketing Communications Process and Brand- Equity Enhancement.
Chapter Two
The Marketing Communications
Process and Brand-Equity Enhancement
Chapter Two ObjectivesChapter 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
Making Brand-Level Marketing Making Brand-Level Marketing Communication DecisionsCommunication Decisions
Making Brand-Level MarCom DecisionsMaking Brand-Level MarCom Decisions
• Positioning
• Targeting
• Setting Objectives
• Budgeting
• Guiding Structure
Guiding Structure for MarCom Guiding Structure for MarCom Implementation DecisionsImplementation Decisions
MarCom Implementation DecisionsMarCom Implementation Decisions
• Mixing Elements
• Creating Messages
• Selecting Media
• Establishing Momentum
MarCom OutcomesMarCom Outcomes
• Enhancing brand equity
• Affecting behavior
Program EvaluationProgram Evaluation
• Measuring results
• Providing Feedback
• Taking corrective action
BrandBrand
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
Dimensions of PersonalitiesDimensions of Personalities
• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness
Illustration of a Sincere BrandIllustration of a Sincere Brand
Illustration of a Exciting BrandIllustration of a Exciting Brand
Illustration of a Competent BrandIllustration of a Competent Brand
Illustration of a Sophisticated BrandIllustration of a Sophisticated Brand
Illustration of a Rugged BrandIllustration of a Rugged Brand
Definition of Brand EquityDefinition 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
Two forms of Brand KnowledgeTwo 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
Two forms of Brand KnowledgeTwo forms of Brand Knowledge
Brand Image
The types of associations that come to
the consumer’s mind when
contemplating a particular brand
Consumer-Based Brand Equity Consumer-Based Brand Equity FrameworkFramework
BrandKnowledge
BrandKnowledge
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)
FunctionalFunctional
SymbolicSymbolic
ExperientialExperiential
AttributesAttributes
BenefitsBenefits
OverallEvaluation(Attitude)
OverallEvaluation(Attitude)
Types ofBrand Associations
Types ofBrand Associations
Favorability, Strength, and
Uniqueness of Brand Association
Favorability, Strength, and
Uniqueness of Brand Association
BrandAwareness
BrandAwareness
BrandImage
BrandImage
Enhancing Brand EquityEnhancing Brand Equity
Characteristics of World Class BrandsCharacteristics of World Class Brands
• Deliver benefits consumers want
• Stay relevant
• Price equal value
• Good positioning
• Consistency
Characteristics of World Class BrandsCharacteristics 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
Co-branding and Ingredient BrandingCo-branding and Ingredient Branding
• Co-branding
A partnership between two brands
• Ingredient branding
Inclusion of one brand within the other
Co-branding and Ingredient BrandingCo-branding and Ingredient Branding
• Co-branding
A partnership between two brands
• Ingredient branding
Inclusion of one brand within the other