Evolution of IMC, Advertising Industry and Its Main Players Lecture 1.
IMC Lecture 4
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Transcript of IMC Lecture 4
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4
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“...a special relationship with customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way a company interacts with its customers – but the whole should be much greater than the sum of the parts.”
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“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
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a brand can be perceived as a product…
...that adds either rational and tangible dimensions (related to performance)
…or as a symbol... ...symbolic, emotional and intangible dimensions (related to what the brand represents)
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memorable
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brand strategies…
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brand names…
…synonymous?
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react to successful competitive products
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multi-branding
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brand portfolio...
bastion
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Brand friend
Satisfied buyer with switching costs
Satisfied/habitual buyer
Switchers/price sensitive
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lovemarks
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passionate enthusiast
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…brands have intrinsic and extrinsic factors attached to them…