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8/7/2019 downloads_ABC 2006 - Presentation Downloads_Brand_Advertising

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BRAND MANAGEMENTBRAND MANAGEMENT

Bhushan D. Sudhakar, Ph.DBhushan D. Sudhakar, Ph.D

Assistant Professor & CoAssistant Professor & Co--ordinator (UG)ordinator (UG)


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What is a Brand?What is a Brand?

AA brandbrand is a name, term, sign, symbol, oris a name, term, sign, symbol, or

design which is intended todesign which is intended to identifyidentify thethegoods or services of one seller or group ofgoods or services of one seller or group ofsellers and tosellers and to differentiatedifferentiate them fromthem fromthose of competitors.those of competitors.


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New Branding ChallengesNew Branding Challenges Brands are important as everBrands are important as ever

Consumer need for simplificationConsumer need for simplification

Consumer need for risk reductionConsumer need for risk reduction

Brand management is as difficult as everBrand management is as difficult as ever Savvy consumersSavvy consumers

Increased competitionIncreased competition

Decreased effectiveness of traditionalDecreased effectiveness of traditionalmarketing tools and emergence of newmarketing tools and emergence of newmarketing toolsmarketing tools

Complex brand and product portfoliosComplex brand and product portfolios


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The Customer/Brand ChallengeThe Customer/Brand Challenge

In this difficult environment, marketersIn this difficult environment, marketersmust have a keen understanding of:must have a keen understanding of:

customerscustomers brandsbrands

the relationship between the twothe relationship between the two


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The Concept of Brand EquityThe Concept of Brand Equity

The brand equity concept stresses theThe brand equity concept stresses theimportance of the brand in marketingimportance of the brand in marketing

strategies.strategies. Brand equity is defined in terms of theBrand equity is defined in terms of the

marketing effects uniquely attributablemarketing effects uniquely attributable

to the brand.to the brand. Brand equity relates to the fact that differentBrand equity relates to the fact that different

outcomes result in the marketing of a product oroutcomes result in the marketing of a product orservice because of its brand name, as comparedservice because of its brand name, as comparedto if the same product or service did not haveto if the same product or service did not have

that name.that name.


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The Concept ofThe Concept of

CustomerCustomer--Based Brand EquityBased Brand Equity

CustomerCustomer--basedbrandequitybasedbrandequity

Differential effectDifferential effect Customer brand knowledgeCustomer brand knowledge

Customer response to brand marketingCustomer response to brand marketing


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Determinants ofDeterminants of


Customer isCustomer is awareaware of andof and familiarfamiliar with thewith the

brandbrand

Customer holds someCustomer holds some strong, favorable, andstrong, favorable, andunique brand associationsunique brand associations in memoryin memory


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BuildingBuilding

CustomerCustomer--Based Brand EquityBased Brand Equity Brand knowledge structures depend on . . .Brand knowledge structures depend on . . .

The initial choices for the brand elementsThe initial choices for the brand elements

The supporting marketing program and theThe supporting marketing program and themanner by which the brand is integrated into itmanner by which the brand is integrated into it

Other associations indirectly transferred to theOther associations indirectly transferred to thebrand by linking it to some other entitiesbrand by linking it to some other entities


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Benefits ofBenefits of

CustomerCustomer--Based Brand EquityBased Brand Equity Enjoy greater brand loyalty, usage, andEnjoy greater brand loyalty, usage, and

affinityaffinity

Command larger price premiumsCommand larger price premiums Receive greater trade cooperation & supportReceive greater trade cooperation & support Increase marketing communicationIncrease marketing communication

effectivenesseffectiveness Yield licensing opportunitiesYield licensing opportunities Support brand extensions.Support brand extensions.


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as a Bridgeas a Bridge

CustomerCustomer--based brand equitybased brand equity

represents the added value endowedrepresents the added value endowedto a product as a result of pastto a product as a result of pastinvestments in the marketing of ainvestments in the marketing of a

brand.brand. CustomerCustomer--based brand equity providesbased brand equity provides

direction and focus to future marketingdirection and focus to future marketingactivitiesactivities


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The Key to BrandingThe Key to Branding

For branding strategies to be successful,For branding strategies to be successful,consumers must be convinced that thereconsumers must be convinced that thereare meaningful differences among brandsare meaningful differences among brandsin the product or service category.in the product or service category.

Consumer must not think that all brands inConsumer must not think that all brands inthe category are the same.the category are the same.

PERCEPTION = VALUEPERCEPTION = VALUE


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Strategic Brand ManagementStrategic Brand Management

Strategic brand managementStrategic brand management involves the designinvolves the design

and implementation of marketing programs andand implementation of marketing programs andactivities to build, measure, and manage brandactivities to build, measure, and manage brandequity.equity.

TheThe strategic brand management processstrategic brand management process isis

defined as involving four main steps:defined as involving four main steps:1) Identifying and establishing brand positioning and values1) Identifying and establishing brand positioning and values

2)2) Planning and implementing brand marketing programsPlanning and implementing brand marketing programs

3)3) Measuring and interpreting brand performanceMeasuring and interpreting brand performance

4)4) Growing and sustaining brand equityGrowing and sustaining brand equity


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Strategic Brand Management Process

Mental maps

Competitive frame of reference

Points-of-parity and points-of-difference

Core brand values

Brand mantra

Mixing and matching of brand elements

Integrating brand marketing activities

Leveraging of secondary associations

Brand Value Chain

Brand auditsBrand tracking

Brand equity management system

Brand-product matrix

Brand portfolios and hierarchies

Brand expansion strategies

Brand reinforcement and revitalization

KEY CONCEPTSSTEPS

Grow and Sustain

Brand Equity

Identify and Establish

Brand Positioning and Values

Plan and Implement

Brand Marketing Programs

Measure and Interpret

Brand Performance


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Motivation forMotivation for

CustomerCustomer--Based Brand Equity ModelBased Brand Equity Model Marketers know strong brands areMarketers know strong brands are

important but arent always sure how toimportant but arent always sure how to

build one.build one. CBBE model was designed to be CBBE model was designed to be

comprehensivecomprehensive

cohesivecohesive wellwell--groundedgrounded

upup--toto--datedate

actionableactionable


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Rationale ofRationale of

CustomerCustomer--Based Brand Equity ModelBased Brand Equity Model Basic premise: Power of a brand resides in theBasic premise: Power of a brand resides in the

minds of customersminds of customers

Challenge is to ensure customers have the rightChallenge is to ensure customers have the righttypes of experiences with products & servicestypes of experiences with products & servicesand their marketing programs to create the rightand their marketing programs to create the rightbrand knowledge structures:brand knowledge structures: ThoughtsThoughts

FeelingsFeelings ImagesImages

PerceptionsPerceptions

AttitudesAttitudes


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BuildingBuilding

CustomerCustomer--Based Brand EquityBased Brand Equity Building a strong brand involves a series of stepsBuilding a strong brand involves a series of steps

as part of a branding ladderas part of a branding ladder

A strong brand is also characterized by a logicallyA strong brand is also characterized by a logicallyconstructed set of brand building blocks.constructed set of brand building blocks.

Identifies areas of strength and weaknessIdentifies areas of strength and weakness

Provides guidance to marketing activitiesProvides guidance to marketing activities


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CUSTOMER-BASED BRAND EQUITY PYRAMID

RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =

What about you & me?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?


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Salience DimensionsSalience Dimensions

DepthDepth of brand awarenessof brand awareness Ease of recognition & recallEase of recognition & recall

Strength & clarity of category membershipStrength & clarity of category membership

BreadthBreadth of brand awarenessof brand awareness Purchase considerationPurchase consideration

Consumption considerationConsumption consideration


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Performance DimensionsPerformance Dimensions

Primary characteristics & supplementaryPrimary characteristics & supplementaryfeaturesfeatures

Product reliability, durability, andProduct reliability, durability, andserviceabilityserviceability

Service effectiveness, efficiency, andService effectiveness, efficiency, andempathyempathy

Style and designStyle and design

PricePrice


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Imagery DimensionsImagery Dimensions User profilesUser profiles

Demographic & psychographic characteristicsDemographic & psychographic characteristics

Actual or aspirationalActual or aspirational

Group perceptionsGroup perceptions ---- popularitypopularity

Purchase & usage situationsPurchase & usage situations Type of channel, specific stores, ease of purchaseType of channel, specific stores, ease of purchase

Time (day, week, month, year, etc.), location, and context ofTime (day, week, month, year, etc.), location, and context ofusageusage

Personality & valuesPersonality & values Sincerity, excitement, competence, sophistication, & ruggednessSincerity, excitement, competence, sophistication, & ruggedness

History, heritage, & experiencesHistory, heritage, & experiences NostalgiaNostalgia

MemoriesMemories


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Judgment DimensionsJudgment Dimensions Brand qualityBrand quality

ValueValue

SatisfactionSatisfaction

Brand credibilityBrand credibility ExpertiseExpertise TrustworthinessTrustworthiness

LikabilityLikability

Brand considerationBrand consideration RelevanceRelevance

Brand superiorityBrand superiority DifferentiationDifferentiation


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Feelings DimensionsFeelings Dimensions

WarmthWarmth FunFun

ExcitementExcitement SecuritySecurity Social approvalSocial approval

SelfSelf--respectrespect


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Resonance DimensionsResonance Dimensions Behavioral loyaltyBehavioral loyalty

Frequency and amount of repeat purchasesFrequency and amount of repeat purchases

Attitudinal attachmentAttitudinal attachment Love brand (favorite possessions; a little pleasure)Love brand (favorite possessions; a little pleasure)

Proud of brandProud of brand

Sense of communitySense of community KinshipKinship

AffiliationAffiliation

Active engagementActive engagement Seek informationSeek information

Join clubJoin club

Visit web site, chat roomsVisit web site, chat rooms


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Customer-Based Brand Equity Model

Consumer-

Brand

Resonance

Brand Salience

Consumer

Judgments

Consumer

Feelings

Brand

PerformanceBrand

Imagery

INTENSE, ACTIVE

LOYALTY

RATIONAL &

EMOTIONAL

REACTIONS

POINTS-OF-

PARITY &POINTS-OF-

DIFFERENCE

DEEP, BROAD

BRAND

AWARENESS


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Brand PositioningBrand Positioning Define competitiveframeofreferenceDefine competitiveframeofreference

Target marketTarget market

Nature of competitionNature of competition

Definedesiredbrand knowledgeDefinedesiredbrand knowledgestructuresstructures PointsPoints--ofof--parityparity

necessarynecessary competitivecompetitive

PointsPoints--ofof--differencedifference strong, favorable, and unique brand associationsstrong, favorable, and unique brand associations


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Issues in ImplementingIssues in Implementing

Brand PositioningBrand Positioning Establishing Category MembershipEstablishing Category Membership Identifying & Choosing POPs & PODsIdentifying & Choosing POPs & PODs

Communicating & Establishing POPs &Communicating & Establishing POPs &PODsPODs

Sustaining & Evolving PODs & POPsSustaining & Evolving PODs & POPs


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Establishing CategoryEstablishing Category

MembershipMembership Product descriptorProduct descriptor Exemplar comparisonsExemplar comparisons


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Identifying & ChoosingIdentifying & Choosing

POPs & PODsPOPs & PODs Desirability criteria (consumerDesirability criteria (consumerperspective)perspective) Personally relevantPersonally relevant

Distinctive & superiorDistinctive & superior Believable & credibleBelievable & credible

Deliverability criteria (firmDeliverability criteria (firm

perspective)perspe

ctive) FeasibleFeasible

ProfitableProfitable

PrePre--emptive, defensible & difficult to attackemptive, defensible & difficult to attack


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Major Challenges in PositioningMajor Challenges in Positioning

Find compelling & impactfulpointsFind compelling & impactfulpoints--ofof--difference (MacMillan & McGrath,difference (MacMillan & McGrath,

HBRHBR, 97), 97) How do people become aware of their need for yourHow do people become aware of their need for your

product and service?product and service?

How do consumers find your offering?How do consumers find your offering?

How do consumers make their final selection?How do consumers make their final selection?

How do consumers order and purchase your productHow do consumers order and purchase your productor service?or service?

What happens when your product or service isWhat happens when your product or service isdelivered?delivered?

How is your product installed?How is your product installed?


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Major Challenges in PositioningMajor Challenges in Positioning

Find compelling & impactfulpointsFind compelling & impactfulpoints--ofof--difference (cont.)difference (cont.)

How is your product stored?How is your product stored? How is your product moved around?How is your product moved around?

What is the consumer really using your product for?What is the consumer really using your product for?

What do consumers need help with when they useWhat do consumers need help with when they use

your product?your product? What about returns or exchanges?What about returns or exchanges?

How is your product repaired or serviced?How is your product repaired or serviced?

What happens when your product is disposed of or noWhat happens when your product is disposed of or no

longer used?longer used?


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Communicating & EstablishingCommunicating & Establishing

POPs & PODsPOPs & PODs Create POPsand PODsinthefaceofCreate POPsand PODsinthefaceofattribute & benefittradeattribute & benefittrade--offsoffs Price & qualityPrice & quality

Convenience & qualityConvenience & quality Taste & low caloriesTaste & low calories

Efficacy & mildnessEfficacy & mildness

Power & safetyPower & safety

Ubiquity & prestigeUbiquity & prestige Comprehensiveness (variety) & simplicityComprehensiveness (variety) & simplicity

Strength & refinementStrength & refinement


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Strategies to ReconcileStrategies to Reconcile

Attribute & BenefitTradeAttribute & BenefitTrade--OffsOffs Establish separate marketing programsEstablish separate marketing programs Leverage secondary association (e.g., coLeverage secondary association (e.g., co--

brand)brand) ReRe--define the relationship from negative todefine the relationship from negative to

positivepositive


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Sustaining & EvolvingSustaining & Evolving

POPs & PODsPOPs & PODs Core Brand Values &Core Brand Values &Core Brand PropositionCore Brand Proposition


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Core Brand ValuesCore Brand Values

Set of abstract concepts or phrases thatSet of abstract concepts or phrases thatcharacterize the 5characterize the 5--10 most important10 most importantdimensions of the mental map of a brand.dimensions of the mental map of a brand.

Relate to pointsRelate to points--ofof--parity and pointsparity and points--ofof--differencedifference

Mental MapMental Map Core Brand ValuesCore Brand Values Brand MantraBrand Mantra


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Brand MantrasBrand Mantras

AA brand mantrabrand mantra is an articulation of theis an articulation of theheart and soul of the brand.heart and soul of the brand.

Brand mantras are short three to five wordBrand mantras are short three to five wordphrases that capture the irrefutable essence orphrases that capture the irrefutable essence orspirit of the brand positioning and brand valuesspirit of the brand positioning and brand values. .

NikeNike Authentic Athletic PerformanceAuthentic Athletic Performance

DisneyDisney Fun Family EntertainmentFun Family Entertainment


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OutlineOutline

The mandate for effectivenessThe mandate for effectiveness What makes an ad effective?What makes an ad effective?

The world of advertisingThe world of advertising

The five players of advertisingThe five players of advertising The evolution of advertisingThe evolution of advertising


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TheThe MandateMandate forfor

EffectivenessEffectiveness

Today advertising is in a bindToday advertising is in a bind Advertisers expect specific results thatAdvertisers expect specific results thatlead to saleslead to sales

Advertising must be effectiveAdvertising must be effective


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Effective ads work on two levels:Effective ads work on two levels:

with consumers and with advertiserswith consumers and with advertisers Characteristics of effective ads:Characteristics of effective ads:

StrategyStrategy

-- ExecutionExecution

Advertising must be goal directedAdvertising must be goal directed

WhatWhat MakesMakes anan AdAdEffectiveEffective??


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Types of AdvertisingTypes of Advertising

Brand advertisingBrand advertising

Retail/localRetail/localadvertisingadvertising

PoliticalPoliticaladvertisingadvertising

D

irectoryD

irectoryadvertisingadvertising

DirectDirect--responseresponse

advertisingadvertising

BusinessBusiness--toto--businessbusinessadvertisingadvertising

InstitutionalInstitutionaladvertisingadvertising

Public servicePublic serviceadvertising (PSA)advertising (PSA)

Interactive advertisingInteractive advertising


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Marketing roleMarketing role

Communication roleCommunication role

Economic roleEconomic role

Societal roleSocietal role

The Roles of AdvertisingThe Roles of Advertising


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AdvertiserAdvertiser Advertising agencyAdvertising agency

The advertising departmentThe advertising department

The inThe in--house agencyhouse agency

MediaMedia

VendorsVendors Target audienceTarget audience

The Five Players of AdvertisingThe Five Players of Advertising


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Age of printAge of print

Industrial revolution and emergence ofIndustrial revolution and emergence ofconsumer societyconsumer society

Modern advertising: Agencies, scienceModern advertising: Agencies, scienceand creativityand creativity

Accountability eraAccountability era

The Evolution of AdvertisingThe Evolution of Advertising


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Interactive advertisingInteractive advertising

GlobalizationGlobalization

Niche marketingNiche marketing Integrated marketing communicationsIntegrated marketing communications

(IMC)(IMC)

Consumer PowerConsumer Power

Current Advertising IssuesCurrent Advertising Issues


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Brand personalitiesBrand personalities

BrandingBranding TrustTrust Brand imageBrand image

Brand relationshipsBrand relationships Brand equityBrand equity

How Brands WorkHow Brands Work


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Complex,Varied

Marketing

Activity

Comprehensive,

Robust

Marketing

Measures

Detailed,

Rich

Marketing

Models

MARKETING PLANNING PROCESS


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Role of Integrated MarketingRole of Integrated MarketingCommunicationsCommunications

Marketing communications Marketing communications are the voice of the brand and are a meansare the voice of the brand and are a means

by which it can establish a dialogue and buildby which it can establish a dialogue and buildrelationships with consumers.relationships with consumers.

allow marketers to inform, persuade, incent,allow marketers to inform, persuade, incent,and remind consumers directly or indirectlyand remind consumers directly or indirectly

can contribute to brand equity by establishingcan contribute to brand equity by establishingthe brand in memory and linking strong,the brand in memory and linking strong,favorable, and unique associations to it.favorable, and unique associations to it.


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Role of Integrated MarketingRole of Integrated Marketing

Communications (Cont.)Communications (Cont.) Consumers can be told or shown how and why aConsumers can be told or shown how and why aproduct is used, by what kind of person, and whereproduct is used, by what kind of person, and whereand when;and when;

Consumers can learn about who makes the productConsumers can learn about who makes the product

and what the company and brand stand forand what the company and brand stand for Consumers be given an incentive or reward for trial orConsumers be given an incentive or reward for trial orusageusage

Brands can be linked to other Brands can be linked to other PeoplePeople

PlacesPlaces EventsEvents BrandsBrands ExperiencesExperiences FeelingsFeelings

ThingsThings


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Simple Test forSimple Test for

Marketing CommunicationsMarketing Communications

1.1. 3.3. 2.2.

CurrentCurrent DesiredDesired

BrandBrand BrandBrand

KnowledgeKnowledge KnowledgeKnowledge


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Integrated Marketing CommunicationsIntegrated Marketing Communications

and Customerand Customer--Based Brand EquityBased Brand Equity One implications of the CBBE framework isOne implications of the CBBE framework is

that the manner in which brandthat the manner in which brand

associations are formed does not matterassociations are formed does not matter ----only the resulting strength, favorability,only the resulting strength, favorability,and uniquenessand uniqueness


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Designing Integrated MarketingDesigning Integrated Marketing

Communications ProgramsCommunications Programs From the perspective of customerFrom the perspective of customer--based brandbased brand

equity, marketers should evaluateequity, marketers should evaluate allall possiblepossible

communication options available to createcommunication options available to createknowledge structures according to effectivenessknowledge structures according to effectivenesscriteria as well as cost considerations.criteria as well as cost considerations.

Different communication options have differentDifferent communication options have different

strengths and can accomplish differentstrengths and can accomplish differentobjectives.objectives.


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Alternative Communication OptionsAlternative Communication Options

(Business(Business--toto--Business)Business) Media Advertising (TV, radio, newspaper, magazines)Media Advertising (TV, radio, newspaper, magazines) Trade Journal AdvertisingTrade Journal Advertising Interactive (onInteractive (on--line) Advertising & Web Sitesline) Advertising & Web Sites

DirectoriesDirectories Direct MailDirect Mail Brochures & Sales LiteratureBrochures & Sales Literature AudioAudio--Visual Presentation TapesVisual Presentation Tapes

GiveawaysGiveaways Sponsorship or Event MarketingSponsorship or Event Marketing Exhibitions, Trade Shows, ConventionsExhibitions, Trade Shows, Conventions Publicity or Public RelationsPublicity or Public Relations


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Print Ad Evaluation CriteriaPrint Ad Evaluation Criteria

Is the message clear at a glance?Is the message clear at a glance? Is the benefit in the headline?Is the benefit in the headline? Does the illustration support the headline?Does the illustration support the headline? Does the first line of the copy support orDoes the first line of the copy support or

explain the headline and illustration?explain the headline and illustration?

Is the ad easy to read and follow?Is the ad easy to read and follow?

Is the product easily identified?Is the product easily identified? Is the brand or sponsor clearly identified?Is the brand or sponsor clearly identified?


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Ad Campaign ConsiderationsAd Campaign Considerations Campaigns make brandsCampaigns make brands ---- not single adsnot single ads Be creative and develop creative themesBe creative and develop creative themes

Avoid slavishly sticking to executional formulasAvoid slavishly sticking to executional formulas

Brand communications should sing like a choirBrand communications should sing like a choir Multiple voicesMultiple voices Multiple notesMultiple notes

Find fresh consumer insights & compelling brandFind fresh consumer insights & compelling brand

truthstruths Productively conduct ad researchProductively conduct ad research


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IMC Case StudyIMC Case Study

CMPB Success FactorsCMPB Success Factors Smart strategySmart strategy Relative deprivationRelative deprivation

Imaginative creativeImaginative creative Funny but relevantFunny but relevant

Clever hookClever hook Got milk? sloganGot milk? slogan

Timely secondary mediaTimely secondary media In storeIn store Right partnersRight partners


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Common Mistakes inCommon Mistakes in

Developing AdvertisingDeveloping Advertising Failure to distinguish ad positioning (whatFailure to distinguish ad positioning (what

you say) from ad creative (how you say it)you say) from ad creative (how you say it)

Mistaken assumptions about consumerMistaken assumptions about consumerknowledgeknowledge

Improperly positionedImproperly positioned

Failure to break through the clutterFailure to break through the clutter Distracting, overpowering creative in adsDistracting, overpowering creative in ads

C Mi t k iC Mi t k i


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Common Mistakes inCommon Mistakes inDeveloping AdvertisingDeveloping Advertising(cont.)(cont.)

UnderUnder--branded adsbranded ads

Failure to use supporting mediaFailure to use supporting media Changing campaigns too frequentlyChanging campaigns too frequently

Substituting ad frequency for ad qualitySubstituting ad frequency for ad quality

A di C i ti O ti O l


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Communication

Option A

Communication Option C

Communication

Option B

Audience Communication Option Overlap

Note: Circles represent the market segments reached by various communication options.

Shaded portions represent areas of overlap in communication options.


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Evaluating IMC ProgramsEvaluating IMC Programs

CoverageCoverage -- what proportion of the targetwhat proportion of the targetaudience is reached by eachaudience is reached by eachcommunication option employed, as well ascommunication option employed, as well as

how much overlap exists among optionshow much overlap exists among options

CostCost -- what is the per capita expensewhat is the per capita expense


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Evaluating IMC Programs (cont.)Evaluating IMC Programs (cont.)

ContributionContribution -- the collective effect onthe collective effect onbrand equity in terms ofbrand equity in terms of

enhancing depth & breadth of awarenessenhancing depth & breadth of awareness

improving strength, favorability, & uniquenessimproving strength, favorability, & uniquenessof brand associationsof brand associations

CommonalityCommonality -- the extent to whichthe extent to whichinformation conveyed by differentinformation conveyed by differentcommunication options share meaningcommunication options share meaning


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Evaluating IMC Programs (cont.)Evaluating IMC Programs (cont.)

ComplementarityComplementarity -- the extent to whichthe extent to whichdifferentdifferent associations and linkages areassociations and linkages areemphasized across communication optionsemphasized across communication options

VersatilityVersatility -- the extent to whichthe extent to whichinformation contained in a communicationinformation contained in a communicationoption works with different types ofoption works with different types ofconsumersconsumers

Different communications historyDifferent communications history Different market segmentsDifferent market segments


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Keller BesKeller Bes

BeanalyticalBeanalytical: Use frameworks of consumer behavior: Use frameworks of consumer behaviorand managerial decisionand managerial decision--making to develop wellmaking to develop well--reasoned communication programsreasoned communication programs

Be curiousBe curious: Fully understand consumers by using all: Fully understand consumers by using allforms of research and always be thinking of how youforms of research and always be thinking of how youcan create added value for consumerscan create added value for consumers

BesingleBesingle--mindedminded: Focus message on well: Focus message on well--defineddefined

target markets (less can be more)target markets (less can be more) BeintegrativeBeintegrative: reinforce your message through: reinforce your message through

consistency and cuing across all communicationsconsistency and cuing across all communications


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Keller BesKeller Bes

Be creativeBe creative: State your message in a unique: State your message in a uniquefashion; use alternative promotions and mediafashion; use alternative promotions and mediato create favorable, strong, and unique brandto create favorable, strong, and unique brand

associationsassociations BeobservantBeobservant: Monitor competition,: Monitor competition,

customers, channel members, and employeescustomers, channel members, and employeesthrough tracking studiesthrough tracking studies

BerealisticBerealistic: Understand the complexities: Understand the complexitiesinvolved in marketing communicationsinvolved in marketing communications

BepatientBepatient: Take a long: Take a long--term view ofterm view ofcommunication effectiveness to build andcommunication effectiveness to build and

manage brand equitymanage brand equity


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