Chapter 2 – Brand

Communication
 Marketing
communication
Involves these tools and functions:
⊹ Advertising
⊹ Public relations
⊹ Sales promotion
⊹ Direct response
⊹ Events and sponsorships
⊹ Point of sale
⊹ Digital media
⊹ And more
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Brand communication
A complex system of brand
messages

All the various marketing

communication messages and
brand experiences that create and
maintain a coherent brand
“
Marketing is designed to build brand and
customer relationships that:

⊹ generate sales and profits.

⊹ for nonprofits: volunteers and donations.

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Puma to Serve Up Soccer Cleats
On Tables in Sushi Restaurants
⊹ It is going to put them on the tables at sushi restaurants inside tasteful
bamboo-and-glass display cases.

⊹ Furnished its "partner" sushi bars in 15 cities, including New York, Madrid and
Hong Kong, with Puma place mats, Puma sake glasses, Puma soy-sauce dishes
and even Puma-embossed chopstick rests.

⊹ All sushi chefs will be outfitted with Navy blue Puma polo shirts and bandannas
-- and schooled in preparing a special Puma "Shudoh" sushi roll

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Marketing managers manipulate the
marketing mix, also called the four Ps

⊹ Urban Decay cosmetics projects a street-smart

attitude in their packaging and product names -
such as “Suspect” and “Stray Dog.”

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 Brand communication’s
role in marketing
⊹ Marketing also focuses on managing customer relationships
to benefit all of a brand’s stakeholders.

⊹ Stakeholders are all individuals and groups who have a stake in

the success of the brand.

⊹ Positive relationships create value for a brand

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“The challenge is to manage all of the messages delivered

by all aspects of marketing communication so that they

work together to present the brand in a coherent and

consistent way.”

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 Key Players

Marketers Suppliers Vendors and

Retailers and
Distributors
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 Product
⊹ Design, performance,
⊹ and quality are key elements of a product brand’s
success.

⊹ Communication works to:

× build awareness of a brand.
× explain how the new product works.
× how it differs form competitors – Point of
Differentiation and Competitive Advantage.

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One of the most recognizable BTS symbols is the
purple heart, which holds a special meaning to the
band. So Galaxy S20+ is encased in vibrant metallic
B. Purple that stands out.

https://www.samsung.com/global/galaxy/galaxy-s20/bts-
edition/

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 Pricing
The price a seller sets for a product sends a “quality “ or “status”
message.

Psychological pricing strategies use marketing communication to

manipulate the customer’s judgment of value.

promotional pricing is used to communicate a dramatic or

temporary price reduction through terms such as sale, special,
and today only

The price sends a message!! 15

 Place (Distribution)

Where or how a brand is made available also sends a

message

The objective is to match the distribution to the product

quality, brand personality, and price.

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 How does the marketing mix send messages?

Added value
⊹ Information from the marketing mix and marketing communication can add
value to a product.

⊹ Added value makes a product more useful or appealing to a consumer or

distribution partners.

⊹ Consider the added value of:

× Harley-Davidson Motorcycles

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 IMC defined

⊹ IMC is the practice of coordinating all brand communication messages and

messages from the marketing mix decisions.

⊹ Integration means every message is focused and works together.

⊹ This creates synergy: the whole has more impact than the sum of its
parts.

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 What is the role of communication in branding?
Let’s define “brand:”

A brand is a perception, often imbued with emotion, which results

from experiences with and information about a company or a
line of products.”

Products carry brands, but so do organizations.

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2015 2-21
How does branding transformation work?
Successful brands:

⊹ Are distinctive
⊹ Create an association
⊹ Offer a benefit
⊹ Carry a heritage
⊹ Are simple
⊹ Are often based on a distinctive graphic:
a logo, trademark, character or other visual cue

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 Brand Image

Brand Position Brand Personality

Brand Promise Brand Image
identifies the location a product or
identifies key selling points for Jis a mental picture or idea humanizes an organization or a
brand occupies in consumers’
the product. about a brand that brand. It symbolizes the
minds relative to competitors.
contains both associations personal qualities of people you
and emotions. know.

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 Brand value and brand equity

Brand value

The value of branding lies in the power of familiarity and trust to

win and maintain consumer acceptance.

Brand value comes in two forms:

1. Value to a consumer
2. Value to the corporation

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2-26
2015
 Brand Value and Brand Equity

“The intangible value of the brand based on the relationships

with its stakeholders as well as its intellectual property value.”

Brands have a financial value that can be plotted on a balance

sheet.

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 Leveraging brand equity

Brand Extension Co-Branding Brand Licensing Ingredient Branding

The use of an established brand Uses two brand names owned The brand is rented to The brand name is used in
name with a related line of by two separate companies to another business partner. manufacturing, advertising or other
products. create a partnership offering promotion.

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“ Brand Communication
in a Time of Change.

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 Global Marketing
Local Brand is International Brand is
marketed in a single available in many
country different countries. Glocal Brand
1 3 5

2 4

Regional Brand is one Global Brand is

marketed throughout a available virtually
global region. everywhere in the
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world.
 Word-of-mouth marketing
⊹ Word-of-mouth communication has emerged because of its inherent
persuasiveness.

⊹ You tend to believe what you hear from a friend, family member, or other
important person in your life.

⊹ Viral marketing refers to information spread quickly on the Internet through a wide
network of contacts.

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The End