George rossolatos seminar on branding, brand equity, brand semiotic models and research methods part...

George Rossolatos MSc, MBA, PhD//disruptiVesemiOtics// email: [email protected]://uni-kassel.academia.edu/georgerossolatos

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What is strategic marketing/brand planning?

Marketing planning is a structured way of identifying a range of options for acompany, of making them explicit in writing, of formulating marketingobjectives which are consistent with the company’s overall objectives and ofscheduling and costing out the specific activities most likely to bring aboutthe achievement of the objectives.

It is the systemization of this process which is distinctive and which lies at theheart of the theory of strategic marketing planning.

McDonald

Brand planning is the translation of a marketing plan into brand-specific plans


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Steps in a strategic marketing planning process

McDonald

Steps in a strategic marketing planning process

McDonald

Iterative process ofPlanning / Implementation / Control

through regular brand audits

A brand audit assesses the health of a brand; it consists of a brandinventory and a brand exploratory. The brand inventory is a detailed internaldescription of how the brand has been marketed. The brand exploratory isan external investigation of what the brand means to consumers.


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Components of each step in a strategic marketingplanning process and the place of promotion strategy

McDonald

Advertising (Promotions) strategy in the context ofa brand strategy (traditional approach) How the stated marketing objectives in a strategic brand plan may be

translated in terms of a communicative strategy Examples of marketing objectives:

Increase sales, market share, penetration, frequency of purchase Decrease rate of churned consumers

The communicative strategy includes objectives that must be met by theemployment of a communications mix Examples of advertising objective(s) by marketing objective(s)

Marketing objective Advertising objective Increase market share Increase share-of-voice in category AtL advertising Increase frequency of purchase Increase promotional intensity on POP and airing of

customized promo TVCs (or tags) Increase levels of consumer Design a bespoke brand community site on Facebook

engagement

The communicative strategy is split into copy and media strategy Copy strategy= Choices about the creative structure of ad messages Media strategy= Choices about vehicles and levels of investment


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Marketing communications mix According to Kotler & Keller the marketing communications mix consists of six major modes of communication:

1. Advertising (TV, print, radio, outdoor): Any paid form of non-personal presentation and promotion of ideas, goods, or servicesby a brand.

2. Sales promotion: A variety of short-term incentives to encourage trial or purchase of aproduct or service (e.g., discount coupons, free product volume).

3. Events and experiences: Company-sponsored activities and programs designed to create brand-related interactions withconsumers (e.g., sponsored live or fashion shows).

4. Public relations and publicity: A variety of programs designed to promote or protect acompany's image or its individual products (e.g., sponsored articles in popular magazines or blogs) .

5. Direct marketing: Use of mail, telephone, e-mail, or Internet to communicate directly with or solicit response or dialogue fromspecific customers and prospects (e.g., catalogue marketing, e-mail marketing).

6. Personal selling: Face-to-face interaction with one or more prospective purchasers forthe purpose of making presentations, answering questions, and procuring orders.(Kotler & Keller)

And I would add:

7. Peer-to-peer brand-related communications: Communication exchanges taking place among consumers that are centeredaround brand-related themes on social media (e.g., new brand launches, new promotions, experiences from service encounters,etc.)

Marketing communications mix According to Kotler & Keller the marketing communications mix consists of six major modes of communication:

1. Advertising (TV, print, radio, outdoor): Any paid form of non-personal presentation and promotion of ideas, goods, or servicesby a brand.

2. Sales promotion: A variety of short-term incentives to encourage trial or purchase of aproduct or service (e.g., discount coupons, free product volume).

3. Events and experiences: Company-sponsored activities and programs designed to create brand-related interactions withconsumers (e.g., sponsored live or fashion shows).

4. Public relations and publicity: A variety of programs designed to promote or protect acompany's image or its individual products (e.g., sponsored articles in popular magazines or blogs) .

5. Direct marketing: Use of mail, telephone, e-mail, or Internet to communicate directly with or solicit response or dialogue fromspecific customers and prospects (e.g., catalogue marketing, e-mail marketing).

6. Personal selling: Face-to-face interaction with one or more prospective purchasers forthe purpose of making presentations, answering questions, and procuring orders.(Kotler & Keller)

And I would add:

7. Peer-to-peer brand-related communications: Communication exchanges taking place among consumers that are centeredaround brand-related themes on social media (e.g., new brand launches, new promotions, experiences from service encounters,etc.)

The IMC mix:

Streamlining communicative media andmessages in a coherent plan with view toenhancing synergies and accountability vis-à-vis bottom-line results.


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The IMC Wheel (Pickton and Broderick)

Issues in planning and implementing abrand/communications strategy

Fragmentation of mediascape Increasing need for employing more than one vehicles in the deployment of a

media strategy Increasing popularity of social media and progressive erosion of traditional

advertising forms BUT in some sectors (e.g., FMCGs) advertising still constitutes the dominant medium in terms

of investment

Consumers becoming more knowledgeable of copy strategies and creativetactics Increasing need for cutting through the clutter with standout communications

The above mandate even more compellingly focus on the effectiveness of amessage strategy over time in a dynamically shifting competitive setting

McDonald


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Marketing communications and brand equity• Marketing communications contribute to brand equity by establishing the brand in memory

and by crafting a brand image (Kotler & Keller)

Although advertising is often a central element of a marketing communications program, itis neither the only, nor the most important one in terms of building brand equity.

The (information theory) communication model adopted instandard brand equity theory “The model emphasizes the key factors in effective communication. Senders must know

what audiences they want to reach and what responses they want to get. They mustencode their messages so that the target audience can decode them. They must transmitthe message through media that reach the target audience and develop feedbackchannels to monitor the responses. The more the sender's field of experience overlapswith that of the receiver, the more effective the message is likely to be.” (Kotler & Keller)

Kotler & Keller


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Assumptions made in effecting this communicative ‘overlap’

The right consumer is exposed to the right message at the right place and at the righttime.

The ad causes the consumer to pay attention to the ad but does not distract from theintended message.

The ad properly reflects the consumer's level of understanding about the product andthe brand.

The ad correctly positions the brand in terms of desirable and deliverable points-of-difference and points-of-parity.

The ad motivates consumers to consider purchase of the brand. The ad creates strong brand associations with all of these stored communications

effects so that they can have an impact when consumers are considering making apurchase.

(Kotler & Keller)

Kotler & Keller

Logical claims (brand themes) vs. figuratively renderedmessages (ad taglines)

Brand Theme Ad Tagline

Our hamburgers are bigger. Where's the Beef? (Wendy'srestaurants)

Our tissue is softer. Please, Don't Squeeze theCharmin (Charmin bathroomtissue)

No hard sell, just a good car. Drivers Wanted (Volkswagenautomobiles)

We don't rent as many cars,so we have to do more forour customers.

We Try Harder (Avis auto rental)

We provide long-distancephone service.

Reach Out and Touch Someone(AT&T telecommunications)

Kotler & Keller


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Brand identity planning model (Aaker)

BRAND-CUSTOMER RELATIONSHIP

core


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Brand identity planning model: Nike• Core identity

• Product: Sports and fitness• User profile: Top athletes• Performance: Performance shoes based on technological superiority• Enhancing lives: Enhancing peoples’ lives by being associated with athletes

Extended identity• Brand personality: Exciting, provocative, spirited, cool, innovative

• Logo: Swoosh symbol• Slogan: Just do it• Organizational associations: Connected to and supportive of athletes and their sports• Endorsers: Top athletes• Value proposition

• Functional benefits: High-technology shoe that will improve performance andprovide comfort• Emotional benefits: The exhilaration of athletic performance: feeling engaged,active and healthy• Self-expressive symbolic benefits: Self-expression is generated by using a shoewith a strong personality associated with a visible athlete

Aaker

The Brand Prism (Kapferer)

Physique Personality

Self-imageReflection

Relationship Culture

Picture of Recipient

Picture of Sender


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The Brand Prism (Lacoste)

Physique Personality

Customer’sself-projection

Customer’sreflection

Relationship Culture

QualitySportswear

Crocodile

DiscreetWithout fancy

Belonging to a clubNeither hyperfeminine orhypermasculineTransgeneration

Social conformityand distinction

IndividualismClassicism

Lacoste

Brand Key (Unilever) Persil


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Direct and indirect branding research methods• Methods for eliciting directly brand personality and brand image (ad-hoc or

tracking)

• Quantitative: Use of categorical or interval data (e.g., agreement/disagreement on image

attributes through direct questioning OR scoring of attributes on Likert scales, e.g., 1-7)

• Qualitative: Direct questioning in focus-groups about the position of a brand in perceptual maps

• Methods for eliciting indirectly brand values in a wider axiologicalframework and for gauging level of familiarity/TOM awareness• Value: Qualitative: Laddering

• Familiarity/TOM: Word completion, adjectives (card) sorting

• Quantitative: Use of dendrograms for grouping co-occurring brand image attributes that are employed

in quant studies or that emerge from qualitative studies that employ a grounded theoretical approach


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Measuring brand image through direct questioningNow I would like to know your opinion on a few alcoholic beverages. Here are some statementswritten down. Please tell me for each statement to which of these brands it applies. For eachstatement you can name one or more brands or none.

Bran

d A

Baile

ys

Balla

ntin

e‘s

Cam

pari

Bran

d E

Jim

Bea

m

John

nie

Wal

ker

Mar

tini

Bran

d V

Is a sensous brandIs of high quality

Is drunk by the "in" crowdHas a good price performance ratio

Is for young peopleIs preferred by men

Is enjoyed among a group of friendsYou hear a lot about this brand

Is for people who know what they wantIs becoming even more popular

Like to offer it to my guestsIs especially well-suited as a giftIs a brand with special tradition

and heritage

For people who enjoy their lifeIs a brand for people like me

Is a brand for trendsettersIs rather prefered by elder people

Measuring brand image through direct questioning

BALLANTINE’S

FAMOUSGROUSE

JACKDANIEL’S DEWAR’S

% % % %Is a sensous brand

42 42 53 41Is of high quality

57 41 65 61Is drunk by the "in" crowd

49 55 63 49Has a good price performance ratio 59 50 71 56

Is for young people 59 55 77 56Is of high quality

53 63 67 81


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Qualitative perceptual mapping (Brand personality)

Laddering technique: Peeling the consumer values/ choice onion Used for tapping into the deeper reasons why a person attributes equity to a brand

Based on means-end theory Means-end theory suggests that there is a hierarchical organization of consumer perceptions

and product knowledge that range from attributes to consumption consequences to personalvalues the ‘‘diet’’ attribute in a cola has the consequence of deterring weight gain

Each consequence, in turn, supports one or more important values in that person’s life

Laddering uses a series of progressive questions that allow an interviewer to understand how aproduct’s attributes, the consequences of using it, and the personal values it satisfies are linked.

Unearthing through progressive probing the latent values that underpin consumers’ life-projects asnon-directly observable and unconscious choice-drivers behind purchase and consumption decisions.

Hierarchical value maps allow researchers to slowly ‘‘climb the ladder’’ to get to the real reasons whyconsumers buy and use certain products.

(Wansink)


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Laddering technique: Hierarchical value map

Laddering technique: Hierarchical value map

Example of progressive probing:

“A:Haagen-Dazs tastes great and it’s low in fat.Q:Why is food low in fat important to you?A:I like to watch my weight and live a healthy lifestyle.I like to eat Honey Bunches because it tastes good and it fills me upin the morning, so I’m not hungry an hour later.Q:Why is it important that you are not hungry an hour later?A:First of all, I have more energy and tend to get moreaccomplished at my job. And simply not having to stop work to eatsomething keeps me working and I get more done at work.”


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Dendrograms for grouping co-occurring brand image attributes thatemerge from qualitative studies that employ a grounded theoreticalapproach

George rossolatos seminar on branding, brand equity, brand semiotic models and research methods part...

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