Dr Buston CHU

MKTG3512

Brand
Management 2nd Semester 2022-23
Week 7
Chapter 6
 Brand Value Chain
Model
Brand Resonance
Marketing
Model
Activity

Customer
Mind-set

Market
Performance
Brand positioning
model Shareholde
Points-of- r Value
Parity

Points-of-
Differences
PORSCHE
INTEGRATED
MARKETING
STRATEGY:

EVENTS+
INFLUENCERS +
SOCIAL + VIDEO
PORSCHE POP-UP STORE IN NEW YORK
+ RADIO
Describe some of the changes in the new media
environment

Outline the major marketing communication

options

Describe some of the key tactical issues in

evaluating different communication options

Identify the choice criteria in developing an

integrated marketing communication program

Explain the rationale for mixing and matching

communication options
 Creating
awareness
▪

inform persuade
Brand
remind
POP & POD Marketing connection
associations Communication and
resonance
▪ brand
equity
Brand
judgments
& feelings
▪

▪
Source: Statista, 2021
▪

▪ efficient effective
▪ careful planning creative knack
Must-steps for
Persuasion
through
communication
▪
 ▪

RIGHT ATTENTION UNDERSTAND Correct MOTIVATE BRAND

ASSOCIATION
Right Notice and Properly reflects the
consumer’s level of
Position Motivates
attend; consumers to creates strong brand
consumer, understanding about Correctly positions associations to stored
but consider
Right the product and the the brand in terms
purchase of
communication
message, NOT distracted brand. of desirable and effects for purchase
from the deliverable POD the brand. considerations
Right place,
at the intended & POP
Right time message.
▪
▪ Optimal utilization resources
▪ different
market segments
 Marketing Communication

Advertising Events and

Interactive Mobile
and Promotion Marketing Experiences Marketing
▪ non-personal

▪
brand
associations positive
judgments feelings
▪
Television Radio Print

Direct
Place
Response
 Disadvantages
• Due to the fleeting nature of
the message, consumers can
overlook product-related
Advantages
messages and the brand
• Effective means of itself.
vividly demonstrating
• Large number of ads and
product attributes and
non-programming material
persuasively explaining
on television creates clutter
their corresponding
that makes it easy for
consumer benefits.
consumers to ignore or
forget ads.
• Compelling means for
dramatically • Large number of channels
portraying user and creates fragmentation;
usage imagery, brand widespread existence of
personality, emotions, digital video recorders gives
and other brand viewers the means to skip
intangibles. commercials.
•

• proper positioning
• creative strategy

•
Advantages
• Is flexible and stations are highly
targeted.
• Ads are relatively inexpensive
to produce and place.
• Effective medium in the morning
and can effectively complement
or reinforce TV ads. Disadvantage
• Enables companies to achieve a • Lack of visual image.
balance between broad and
localized market coverage. • Relatively passive nature of
consumer processing.
▪
•
•
•

•
▪
• information
• user
usage imagery
• timely pervasive
▪
• Poor reproduction quality short shelf life

▪
•
▪
•
relationships
• explain new
developments

•
feedback
•

•
•
• Precision marketing
•

•
• precise captive cost-
effective engaging
• enhancing awareness reinforcing
existing brand associations
Guidelines
• As the audience must process out-
of-home ads quickly, the message
must be simple and direct.
• Marketers must stress on creative
means of placing the brand in front
of consumers.
 Consumer
• encourage trial Promotions

• Trade
Promotions
•

•
 Disadvantages
▪ • Decreased brand loyalty and
different prices increased brand switching
price sensitivity • Decreased quality perceptions, and
▪ sense of urgency increased price sensitivity
• Inhibit the use of franchise
• Divert marketing funds sales
▪ actual promotion
product experience • Increase the importance of price as a
▪ maintain full factor in consumer decisions
stocks support manufacturer’s • May subsidize buyers who would
merchandising efforts have bought the brand anyway
• change the choices quantity ◼ Customer franchise building
timing promotions can affect brand loyalty.
◼ Marketers evaluate sales promotions
•
by their ability to contribute to brand
• Customer franchise equity and generate sales.
samples
demonstrations educational
material
• Noncustomer franchise
price-off packs
premiums sweepstakes refund
offers
 slotting allowances
point-of-purchase
▪ Financial incentives displays
channel members contests

dealer incentives

training programs

trade shows
cooperative
advertising.
▪ secure
shelf space

achieve more
prominence
▪

▪
▪
▪
▪
▪
▪
▪
▪
▪
 Relevance
Guidelines Guidelines
1.
2.Designing sponsorship
programs
✓ marketing ✓ Sponsor should strategically identify itself at
objectives communication strategy an event through banners, signs, and
programs.
✓ awareness
✓ desired image
3.Measuring sponsorship
✓ desired effects activities
the target market ✓ Supply-side method - Focuses on
✓ potential exposure to the brand by
assessing the extent of media coverage.
✓ Unique ✓ Demand-side method - Focuses on
reported exposure from consumers.
▪

▪ Geo-targeting

▪ Opt-in
 2007-2022
x1,383
2010-2019
x273
▪ indispensable

▪ judicious communications mix

• Efforts made to engage consumers and the
public via word-of-mouth and public
relations and publicity

Public relations &

publicity
Word-of-mouth
United Nations High
Commissioner for Refugees
• Non-personal

•
•
•

•
• Choosing the best set of marketing communication options
and managing the relationships between them.

Kelloggs “ Share your breakfast”

campaign
• A Web site where consumers could
upload pictures of their breakfast.
• In turn, Kellogs would donate a meal
through a partnership with the
nonprofit, Action for Healthy Kids.
 Criteria for
IMC
Programs

Using IMC
Choice
Criteria
 Coverage Contribution Commonality

Complementarity Comformability Cost

•

•
•

•
•

• Communication conformability

• Consumer conformability
•
Evaluating Communication Options

Establishing Priorities and Trade-Offs

•

• Breadth depth audience coverage

• Commonality conformability number of
modalities
•
3 possible tradeoffs

• Commonality complementarity inversely related

• Conformability complementarity inversely
related
• Commonality conformability not share obvious
relationship
 Analytical
Curious
Single-minded
Marketing Integrative
Communication Creative
Observant
Patient
Realistic