Slide 1Slide 2Slide 3Slide 4Slide 5Slide 6Slide 7Slide 8Slide 9Slide 10Slide 11Slide 12Slide 13Slide 14Slide 15Slide 16Slide 17Slide 18Slide 19Slide 20Slide 21Slide 22Slide 23Slide 24Slide 25Slide 26Slide 27Slide 28Slide 29Slide 30Slide 31Slide 32Slide 33Slide 34Slide 35Slide 36Slide 37Slide 38Slide 39Slide 40Slide 41Slide 42Chapters One and TwoIMC Overview and Brand-Equity EnhancementIntegrated Marketing CommunicationsIntegrated Marketing CommunicationsMountain Dew?Integrated Marketing CommunicationsIntegrated Marketing CommunicationsMountain Dew:#3 soft drink in sales in U.S.On market for 30+ yearsTeens – primary market20-39 y.o. – significant secondary marketIntegrated Marketing CommunicationsIntegrated Marketing CommunicationsMountain Dew:How to “grow the brand” without alienating core market?Integrated Marketing CommunicationsIntegrated Marketing CommunicationsAnswer:Integrated Marketing CommunicationsIntegrated Marketing CommunicationsPositioning: FEEIntegrated Marketing CommunicationsIntegrated Marketing CommunicationsSuper Bowl Ad Local TV, radio XGames and NBC’s Gravity GamesGiveaways at appropriate events/locationsMarketing CommunicationsMarketing CommunicationsMarketing CommunicationsThe collection of all elements in a brand’smarketing mix that facilitate exchanges byestablishing shared meaning with the brand’s customers or clientsThe Marketing Mix andThe Marketing Mix and Promotion Management Promotion ManagementElements of Marketing CommunicationsElements of Marketing CommunicationsWhat is a Brand?What is a Brand?Definition of BrandDefinition of BrandWhat is a Brand?Definition of Brand EquityDefinition of Brand EquityBrand Equity Firm-based perspective focuses on outcomes for stakeholders:Definition of Brand EquityDefinition of Brand EquityBrand Equity Customer-based perspective:Dimensions of PersonalitiesDimensions of Personalities•Sincerity•Excitement•Competence•Sophistication•RuggednessTwo forms of Brand KnowledgeTwo forms of Brand KnowledgeBrand AwarenessTwo forms of Brand KnowledgeTwo forms of Brand KnowledgeGoal: Make it into the Evoked SetWhat is your evoked set for cereal?What is your evoked set for computers?How did those brands get there?Two forms of Brand KnowledgeTwo forms of Brand KnowledgeBrand ImageThe types of associations that come tothe consumer’s mind whencontemplating a particular brandConsumer-Based Brand Equity Consumer-Based Brand Equity FrameworkFrameworkBrandKnowledgeBrandKnowledgeBrand RecognitionBrand RecognitionBrand RecallBrand RecallNon-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)FunctionalFunctionalSymbolicSymbolicExperientialExperientialAttributesAttributesBenefitsBenefitsOverallEvaluation(Attitude)OverallEvaluation(Attitude)Types ofBrand AssociationsTypes ofBrand AssociationsFavorability, Strength, and Uniqueness of Brand AssociationFavorability, Strength, and Uniqueness of Brand AssociationBrandAwarenessBrandAwarenessBrandImageBrandImageQuestions for Brand ManagerQuestions for Brand ManagerHow can Amazon Kindle break into and stay prominent in consumers’ evoked set for its category?Questions for Brand ManagerQuestions for Brand ManagerHow can Amazon build and maintain favorable, strong, and unique brand associations in the target markets?How can Amazon position the brand for immediate as well as long term growth?Co-Branding and Ingredient BrandingCo-Branding and Ingredient Branding•Two or more brands enter into a partnership that potentially serves to enhance both brands’ equity and profitability•Requirement for successful co-branding : •Examples? Co-BrandingCo-Branding and Ingredient BrandingCo-Branding and Ingredient BrandingDunkin’ DonutsHill HolidayManaging Brand BenefitsManaging Brand BenefitsThe specific benefit that brand managers create and communicate to the target market.ExperientialSymbolicFunctionalManaging Brand BenefitsManaging Brand BenefitsWhen would a given type of benefit or need be important?What would determine this?ExperientialSymbolicFunctionalAn Appeal to Functional NeedsAn Appeal to Functional NeedsFunctional NeedsProducts that attemptto fulfill the consumer’sconsumption-relatedproblemsFunctional NeedsFunctional NeedsHealth consciousproducts are afunctional need todayFunctional NeedsFunctional NeedsHonda TractorsFahlgrenAn Appeal to Symbolic NeedsAn Appeal to Symbolic NeedsSymbolic NeedsProducts that potentiallyfulfill a consumer’sdesire for self-enhancement, groupmembership, affiliation,and belongingnessSymbolic NeedsSymbolic NeedsAppeal toSymbolic needsSymbolic NeedsSymbolic NeedsToyotaSaatchi & Saatchi DFS/PacificAn Appeal to Experiential NeedsAn Appeal to Experiential NeedsExperiential NeedsProducts that providesensory pleasure, variety, and cognitive stimulationExperiential NeedsExperiential NeedsAn appeal tosensory pleasureExperiential NeedsExperiential NeedsPictionaryWarwick Baker O’NeillManaging Brand BenefitsManaging Brand BenefitsWhen would a given type of benefit or need be important?What would determine this?ExperientialSymbolicFunctionalManaging Brand BenefitsManaging Brand BenefitsProduct characteristics: ExperientialSymbolicFunctionalManaging Brand BenefitsManaging Brand BenefitsConsumer characteristics: ExperientialSymbolicFunctionalManaging Brand BenefitsManaging Brand BenefitsCharacteristics of purchase/usage context : ExperientialSymbolicFunctionalIntegrated Marketing Communications(IMC)Integrated Marketing Communications Integrated Marketing Communications (IMC)(IMC)Payoff from IMC: Value of SynergyMultiple methods in combination achieve better communication results than do the tools used individuallyBy integrating multiple communications tools and methods, brand managers achieve synergyIntegrated Marketing Communications Integrated Marketing Communications (IMC)(IMC)Key Features of IMCKey Features of IMC1. Start with the customer, work back to company2. Use any form of relevant contact3. Achieve synergy (single voice)4. Build relationships between the brand and the consumer5. Affect behaviorIMC ExerciseIMC ExerciseUsing any form of relevant