JOUR 2403 Lecture 7 Outline of Last Lecture I Technologies impact on everything I The five p s of marketing II Definition of a brand III Types of marketed products IV Difference between a product and a brand V What makes a brand great VI Components of a brand VII Changes in communication model IV Different types of communication Outline of Current Lecture I II III IV V What makes a brand great Components of a brand Communication model old and new Planned and unplanned communication What are the major types of marketing communication Current Lecture These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute What makes a BRAND great Not always about sales o E g Apple MAC and pc ads they were doing well in the music area but had miniscule amount of laptop business people really cherished them for the brand that they are Not always about advertising o Tiffany s their blue box the packaging is so value that people buy it without anything in it Everything communicates o Everything that a brand does communicates something whether it is good or bad o E g people who are buying or selling socks Competing products can both be brands o Pepsi and coke loyal audiences significance meaning systems good logos o Coke made glass bottle it would break in large pieces so you still new it was coke on the trash can Great brands take risks o Victoria secrets love my body campaign and DOVE real beauty campaign real people o CVS pharmacy they were getting rid of all of their cigarettes no longer selling them we cannot be a provide of health products and serve something that we know gives cancer Great brands are authentic o E g Guinness it understand the Irish culture pub culture and is willing to be that their favorite holiday Great brands have good parents o E g forbes facebook starbucks Ben Jerry shweddy balls risky o We are started by individual that are still involved into the business world Great brands have a distinct point of difference o HBO not TV just HBO it was different o They set themselves apart as not TV Great brands define the competitive space o And great advertising can change our perception about a brand o box people in o e g mac cool and fun and pcs dull and boring apple was very smart and successful and how they wanted people to see pcs and Microsoft o apple vs Samsung Samsung is boxing apple into you re not as cool as you think you are o great brands that are consistent Great brands understand their ecosystem o Everything interconnects o How this business coming into the restaurants what s driving that What s driving things to burger king Com and burger king mobile o What is driving people to different places and where do they go from there o Now you know for sure what s happening Need to understand communication from a consumer s point of view Traditional and new Traditional communication model o Brand Message Media Consumer it s not what we say it is what they hear what they hear is based on their experiences o you are going to be more receptive to the next message Understanding relationships is key What is the significance of the brand in the consumer s life What is What community does that brand create E g Toys R Us Understand that enthusiasm and excitement lead them to making the commercial and going viral so dad or mom will see it the essence of a brand Shape name language icon sound navigation behavior service tradition ritual Individual components of a brand To really have a successful brand understand that each of these components have to be strong in their own sense and have to be all ties together to make it a stronger goal These components must be able to stand alone and together DISNEY Knows how to use names o Dopey Drive o Cast members employers o Imagineering engineers o marketEARS marketing people Knows how to make shape to it s advantage o You can make Mickey ears out of anything Unique Language uses these words consistently enough to be associated with DISNEY o Dreams o Creativity o Fantasy o Smiles o Magic Welcome to our kingdom of dreams the place where creativity and fantasy go hand in hand spreading smiles and magic Create icons and movie characters central to the Disney brand o Rapunzel Johnney Depp Bella princess o Disney is very thoughtful on how they sue their icons o Mickey don t overuse the icons but very consistent Sound is used as support o Music in commercials star wars Disney fied music of the star wars theme Navigation is consistent throughout the brand o California Eurodisney Pairs Tokyo o Every bit of their theme park is consistent in diffeent countries Behavior is consistent with the individual brand fantasy o Everything that they do is consistent Service Every detail of service is controlled to construct image o So your experience is very controlled Disney works to share in the family ritual o Understand 75 years that is your grandparents and your parents and you Snow White 1940 s multiple generations in the Disney brand and highlight that for them Strong multigenerational consumer ties o People get married at Disneyland Disney is first and foremost a storytelling organization Michael Mendenha o Everything turns out happy in a Disney movie o That process was going to drive people towards the brand o They tie into story really well e g peter pan is the Disney version not the book version that people think of Postmodernist Masters o They can Disney ise ANYTHING o They take from everything Shakespeare and make it the Lion King and take Aladdin and Cinderella that type of story in almost every culture Considered an Olympic Brand o They can charge more it is the above the fray as far as brands go Brand Populist o Understands how culture shifts and how it needs to shift the culture o Consistently successful in doing that o Everything isn t advertising Advertising is just one more piece of a marketer s box of tricks Different marketing needs require different marketing tools Marketing Communication Two types o 1 Planned communication controllable methodical expensive advertising public relations promotion events sponsorships o direct social digital media product service media coverage what is the media saying about you word of mouth you tell your friends something facebook special interest groups government research findings that wine is good for you it s not social digital media product service Messages that SAY Consumer complaints Media reviews and comments