Marketing Module 4 DESIGNING MARKETING
ACTIVITIES TO BUILD BRAND EQUITY
Overview
• Marketing activities are considered to be at the core
of building brand equity.These could first increase
brand awareness, create a brand image, and brand
equity eventually.
• By studying their market segments properly and
identifying what marketing activities could generate
the most brand awareness, the most positive brand
responses, and the most boosted brand resonance.
NEW PERSPECTIVES ON MARKETING
The strategy and tactics behind marketing programs
have changed dramatically in recent years as firms
have dealt with enormous shifts in their external
marketing environments:
a.Digitalization and connectivity (through Internet,
intranet, and mobile devices)
b.Disintermediation and re-intermediation (via new
middlemen of various sorts)
• disintermediation – cutting out middlemen in
business transactions
• reintermediation – using the internet to
reassemble sellers, buyers, and partners into a supply
chain
c. Customization and customerization (through
tailored products and ingredients provided to
customers to make products themselves)
d. Industry convergence (through the blurring of
industry boundaries)
IMPLICATIONSFOR THE PRACTICE OF BRAND
MANAGEMENT
• They have a number of implications for the practice
of brand management. Marketers are increasingly
abandoning the mass-market strategies that built
brand powerhouses in the 1950s, 1960s, and 1970s to
implement new approaches.
• Even marketers in staid, traditional industries are
rethinking their practices and not doing business as
usual.
INTEGRATING MARKETING PROGRAMS AND
ACTIVITIES
• Creative and original thinking is necessary to create
fresh new marketing programs that break through the
noise in the marketplace to connect with customers.
• Marketers are increasingly trying a host of
unconventional means of building brand equity.
Example:Netflix pulled a PR stunt for the movie “Red
Notice” by“stealing” MOA’s globe through a red
helicopter. This created quite a buzz in social media
sites.
GUERILLAA MARKETING
• Low Cost and unconventional marketing
Ex. Kitkat bench and sprite shower
Remember
• All of these approaches are a means to create
deeper, richer, and more favorable brand associations.
• Relationship marketing has become a powerful
brand building force.
• Can slip through consumer radar
• May creatively create unique associations
• May reinforce brand imagery and feelings
• Nevertheless, there is still a need for the control and
predictability of traditional marketing activities.
PERSONALIZING MARKETING CONCEPTS
• EXPERIENTIAL MARKETING
-Focuses on customer experience
-Focuses on the consumption situation
-Views customers as rational and emotional elements
-Uses electric methods and tools
EX. Car showrooms, and free tasting
• ONE-TO-ONE MARKETING
CONSUMER DIFFERENTIATION
Treat different consumers differently
–Different needs
–Different values to firm
Current
Future (lifetime value)
Devote more marketing effort on most valuable
consumers (and customers)
COMPETITIVE RATIONALE
-Consumers help to add value by providing
information.
-Firm adds value by generating rewarding experiences
with consumers.
ONE-TO-ONE MARKETING: KEY STEPS
1.Identify consumers, individually and how you would
address them
2.Differentiate them by value and needs
3.Interact with them more cost-efficiently and
effectively
4.Customize some aspect of the firm’s behavior
5.Brand the relationship
• PERMISSION MARKERTING
“Encourages consumers to participate in a long- term
interactive marketing campaign in which they are
rewarded in some way for paying attention to
increasingly relevant messages.” - Seth Godin
-Anticipated
-Personal
-Relevant
Permission marketing can be contrasted to
interruption marketing.
Five Steps
-Offer the prospect an incentive to volunteer.
-Offer the interested prospect a curriculum over time,
teaching consumers about the product.
-Reinforce the incentive to guarantee that prospect
maintains the permission.
-Offer additional incentives to get more permission
from the consumer.
-Over time, leverage the permission to change
consumer behavior toward profits.
One-to-one, permission, and experiential marketing
are all potentially effective means of getting
consumers more actively involved with a brand.
INTEGRATING THE BRAND INTO SUPPORTING
MARKETING PROGRAMS
Supporting marketing mix should be designed to
enhance awareness and establish desired brand
image.
-Product strategy
-Pricing strategy
-Channel strategy
PRODUCT STRATEGY
a. Perceived quality - is customers’ perception of the
overall quality or superiority of a product compared to
alternatives and with respect to its intended purpose.
-Perceived quality and value
-Brand intangibles
-Total quality management and return on quality
-Value chain
b.Relationship marketing – focused on existing
customers and emphasizes on customer retention,
satisfaction, and long-term value.
-Relationship Marketing
-Mass customization
-After-marketing
-Loyalty programs
RELATIONSHIP MARKETING AS PRODUCT
STRATEGY EXAMPLES
1. Mass customization (made to order) – allows
customers to personalize the product at a low price.
2. After-marketing – activities done by marketers after
the product was purchased.
3.Loyalty programs – encourage customers to
continue shop and giving them points that can be
accumulated and converted to rewards or by offering
discounts for member-customers
PRICING STATEGY
• Price premiums are among the most important brand
equity benefits of building a strong brand.
• Consumer price perceptions
Consumers often rank brands according to price tiers
in a category.
• Setting prices to build brand equity
-Value pricing
-Everyday low pricing
CHANNEL STATEGY
• The manner by which a product is sold or distributed
can have a profound impact on the resulting equity
and ultimate sales success of a brand.
• Channel strategy includes the design and
management of intermediaries such as wholesalers,
distributors, brokers, and retailers.
CHANNEL DESIGN
• Direct channels
Selling through personal contacts from the company
to prospective customers by mail, phone, electronic
means, in-person visits, and so forth
• Indirect channels
Selling through third-party intermediaries such as
agents or broker representatives, wholesalers or
distributors, and retailers or dealers
Push and pull strategies
• Web strategies
Selling through the internet
PUSH AND PULL STATEGIES
• By devoting marketing efforts to the end consumer, a
manufacturer is said to employ a pull strategy.
• Alternatively, marketers can devote their selling
efforts to the channel members themselves, providing
direct incentives for these channel members to stock
and sell products to the end consumer. This approach
is called a push strategy.
CHANNEL SUPPORT
•Two partnership strategies are retail segmentation
activities and cooperative advertising programs.
•Retail segmentation
Retailers are “customers” too
•Cooperative advertising
A manufacturer pays for a portion of the advertising
that a retailer runs to promote
the manufacturer’s product and its availability in the
retailer’s place of business
WEB STATEGIES
•Advantage of having both a physical “brick and
mortar” channel and a virtual, online retail channel
• The Boston Consulting Group concluded that
multichannel retailers were able to acquire customers
at half the cost of Internet-only retailers, citing a
number of advantages for the multichannel retailers.
MODULE 5 INTEGRATING MARKETING
COMMUNICATIONS and LEVERGAGING
SECONDARY BRAND KNOWLEDGE
• Marketing communications are the means by
which firms attempt to inform, persuade, and remind
consumers—directly or indirectly— about the brands
they sell.
• Marketing communications represent the “voice” of
the brand and are a means by which the
brand can establish a dialogue and build relationships
with consumers.
THE NEW MEDIA ENVIRONMENT
• Traditional advertising media such as TV, radio,
magazines, and newspapers seem to be losing their
grip on consumers.
• Marketers pour nearly $71 billion on paid search ads
in the US–$26.5 billion on desktop/laptops and $44.3
billion on mobile placements in 2021.
INFORMATION PROCESSING MODEL OF
COMMUNICATIONS
1. Exposure
2. Attention
3. Comprehension
4. Yielding
5. Intentions
6. Behavior
MARKETING COMMUNICATIONS OPTIONS
1) Advertising
2) Promotions
3) Event marketing and sponsorship
4) Public relations and publicity
5) Personal selling
ADVERTISING
• A powerful means of creating strong, favorable, and
unique brand associations and eliciting positive
judgments and feelings
• Controversial because its specific effects are often
difficult to quantify and predict
• Nevertheless, a number of studies using very
different approaches have shown the potential power
of advertising on brand sales.
IDEAL AD CAMPAIGN
1.The right consumer is exposed to the right message
at the right place and at the right time.
2.The creative strategy for the advertising causes the
consumer to notice and attend to the ad but does not
distract from the intended message.
3.The ad properly reflects the consumer’s level of
understanding about the product and the brand.
4.The ad correctly positions the brand in terms of
desirable and deliverable points-of-difference and
points-of-parity.
5.The ad motivates consumers to consider purchase
of the brand.
6.The ad creates strong brand associations to all of
these stored communication effects so that they can
have an effect when consumers are considering
making a purchase.
CATEGORY ADVERTISING
1. Television- is a powerful advertising medium
because it allows for sight, sound and motion and
reaches a broad spectrum of consumers.
Pros: Vividly demonstrates product attributes and
persuasively explaining their corresponding consumer
benefits. A means for dramatically portraying user and
usage imagery, brand personality and emotions and
other brand intangibles
Cons:It can overlook product-related messages and
the brand itself.Makes it easy for consumers to ignore
or forget the ads
2.Radio is a particularly effective medium in the
morning and can effectively complement or reinforce
TV ads. Radio also enables companies to achieve a
balance between broad and localized market
coverage.
Pros:Radio ads can be extremely creative,It is free
and easy, Lots of stations,New music, Latest gossips
or chika
Cons: Lack of visual image and the relatively passive
nature of consumer processing that results
3.Print media has taken a huge hit in recent years as
more and more consumers choose to collect
information and seek entertainment online.
In response, publishers are doing their own digital
innovation in the form of iPad apps and a stronger
web presence.
Pros:Magazines are particularly effective at building
user and usage imagery., Highly engaging, Less
intrusive,More truthful
Cons:The static nature of the visual images in print
media make it difficult to provide dynamic
presentations or demonstrations
4.Direct response uses mail, telephone, internet, and
other contact tools to communicate with or solicit a
response from specific customers and prospects.
Direct response can take many forms and is not
restricted to solicitations by mail, telephone, or even
within traditional broadcast and print media.
Direct communications through electronic or physical
newsletters, catalogs and so forth allow marketers to
explain new developments with their brands to
consumers on an ongoing basis as well as allow
consumers to provide feedback to marketers about
their likes and dislikes and specific needs and wants.
Pros:makes it easier for marketers to establish
relationships with consumers
5.Interactive: websites, online ads
6.Mobile marketing
7.Place advertising:Billboards; movies, airlines, and
lounges; product placement; and point-of-purchase
advertising
-lace advertising , also called out-of-home
advertising, is a broadly defined category that
captures advertising outside traditional media.
It is also often called “nontraditional”, “alternative” or
“support” advertising, because it has arisen in recent
years as a means to complement more traditional
advertising media.
-Billboards have a long history but have been
transformed over the years and now employ colorful,
digitally produced graphics, backlighting, sounds,
movement, and unusual – even 3D – images to attract
attention.
-Billboard-type poster ads are showing almost
everywhere, it can be seen like in transit ads on buses,
subways and commuter trains
Cameras and sensors are being added to signs and
electronic public displays so that – combined with cell-
phone technology – they can become more interactive
and personalized.
-Companies have tried placing TV and commercial
programming in classrooms, airport lounges, and
other public places.
-Airlines now offer media-sponsored audio and video
programming that accepts advertising and include
catalogs in seat pockets for leading mail-order
companies.
-Movie theater chains now run 30-, 60-, or 90-second
ads on 2,000- plus screens.
• Product Placement - many major marketers pay
certain fees so their products can make cameo
appearances in movies and on television, with the
exact fee depending on the amount and nature of the
brand exposure.
• Point-of-Purchase
In-store advertising includes ads on shopping carts,
cart straps, aisles, or shelves as well as promotion
options such as in-store demonstrations, live sampling,
and instant coupon machines.
In -store media are designed to increase the number
and nature of spontaneous and planned buying
decisions.
• PROMOTIONS
-Short-term incentives to encourage trial or usage of a
product or service
-Marketers can target sales promotions at either the
trade or end consumers
• Consumer promotions
Consumer promotions are designed to change the
choices, quantity, or timing of consumers’ product
purchases.
• Trade promotions
Trade promotions are often financial incentives or
discounts given to retailers, distributors, and other
members of the trade to stock, display, and in
other ways facilitate the sale of a product.
EVENT MARKETING AND SPONSORSHIP
• Event marketing is public sponsorship of
events or activities related to sports, art,
entertainment, or social causes.
• Event sponsorship provides a different kind of
communication option for marketers. By becoming
part ofa special and personally relevant moment in
consumers’ lives, sponsors can broaden and deepen
their relationship with their target market.
Rationale:
To identify with a particular target market or lifestyle
To increase awareness of the company and product
name
To create or reinforce consumer perceptions of key
brand image associations
To enhance corporate image dimensions
To create experiences and evoke feelings
To express commitment to community or on social
issues
To entertain key clients or reward key employees
To permit merchandising or promotional opportunities
PUBLIC RELATIONS AND PUBLICITY
• Public relations and publicity relate to a variety of
programs and are designed to promote or protect a
company’s image or its individual products.
• Buzz marketing is a marketing technique that
creates visibility and excitement around a brand
through word-of-mouth marketing.
Occasionally, a product enters the market with little
fanfare yet is still able to attract a strong customer
base.
This PR marketing campaign presented the brand’s
products in a way that goes beyond their basic
functionality. That also shows creativity in linking a
meaningful message and the brand’s products
together.
PERSONAL SELLING
Personal selling is face-to-face interaction with one
or more prospective purchasers for the purpose of
making sales
The keys to better selling
-Rethink training
-Get everyone involved
-Inspire from the top
-Change the motivation
-Forge electronic links
-Talk to your customers
INTEGRATED MARKETING COMMUNICATIONS
(IMC)
• The “voice” of the brand
• A means by which it can establish a dialogue and
build relationships with consumers
• Allow marketers to inform, persuade, provide
incentives, and remind consumers directly or indirectly
• Can contribute to brand equity by establishing the
brand in memory and linking strong, favorable, and
unique associations to it.
DEVELOPING PROGRAMS
• Mixing communication options
-Evaluate all possible communication options
available to create knowledge structures
according to effectiveness criteria as well as cost
considerations.
-Different communication options have different
strengths and can accomplish different objectives.
-Determine the optimal mix
EVALUATING IMC PROGRAMS
• Coverage: What proportion of the target audience is
reached by each communication option employed?
How much overlap exists among options?
• Cost: What is the per capita expense?
• Contribution: The collective effect on brand equity
in terms of enhancing depth and breadth of awareness
improving strength, favorability, and uniqueness of
brand associations
• Commonality: The extent to which information
conveyed by different communication options share
meaning
• Complementarity: The extent to which different
associations and linkages are emphasized across
communication options
• Versatility: The extent to which information
contained in a communication option works with
different types of consumers
-Different communications history
-Different market segments
MARKETING COMMUNICATION GUIDELINESS
Be analytical: Use frameworks of consumer behavior
and managerial decision making to develop well-
reasoned communication programs
Be curious: Fully understand consumers by using all
forms of research and always be thinking of how you
can create added value for consumers
Be single-minded: Focus message on well-defined
target markets (less can be more)
Be integrative: Reinforce your message through
consistency and cuing across all communications
Be creative: State your message in a unique fashion;
use alternative promotions and media to create
favorable, strong, and unique brand associations
Be observant: Monitor competition, customers,
channel members, and employees through tracking
studies
Be realistic: Understand the complexities involved
in marketing communications
Be patient: Take a long-term view of communication
effectiveness to build and manage brand equity
LEVERAGING SECONDARY ASSOCIATIONS
Secondary brand associations may be quite important
to creating strong, favorable, and unique associations
or positive responses if existing brand associations or
responses are deficient in some way.
It can also be an effective way to reinforce existing
associations and responses in a fresh and different
way.
Brand associations may themselves be linked to other
entities, creating secondary associations:
-Company (through branding strategies)
-Country of origin (through identification of
product origin)
-Channels of distribution (through channels strategy)
-Other brands (through co-branding)
-Characters (through licensing)
-Celebrity spokesperson (through endorsement
advertising)
-Events (through sponsorship)
-Other third-party sources (through awards and
reviews)
SECONDARY SOURCES OF BRAND KNOWLEDGE
CONCEPTUALIZING THE LEVERAGING PROCESS
I. Creation of New Brand Associations
II. Effects on Existing Brand Knowledge
III. Guidelines
LEVERAGING SECONDARY ASSOCIATIONS
Effects on existing brand knowledge
1.Awareness and knowledge of the entity
2.Meaningfulness of the knowledge of the entity
3.Transferability of the knowledge of the entity
• COMPANY
Branding strategies are an important determinant of
the strength of association from the brand to the
company and any other existing brands.
Three main branding options exist for a new product:
-Create a new brand.
-Adopt or modify an existing brand.
-Combine an existing and a new brand.
• COUNTRY OF ORIGIN AND OTHER
GEOGRAPHIC AREAS
Besides the company that makes the product, the
country or geographic location from which it originates
may also become linked to the brand and generate
secondary associations.
• CHANNELS OF DISTRIBUTION
-Channels of distribution can directly affect the equity
of the brands they sell
-Retail stores can indirectly affect brand equity through • LICENSING
an “image transfer” process because of consumers’ Involves contractual arrangements whereby firms can
associations linked to the stores like product use the names, logos, characters, and so forth of
assortment, pricing and credit policy, quality of service, other brands for some fixed fee
and so on Examples:
-Retailers have their own brand images in consumers’ Entertainment (Star Wars, Jurassic Park, Avengers)
Minds
.• CELEBRITY ENDORSEMENT
• CO-BRANDING -Using well-known and admired people to promote
Occurs when two or more existing brands are products is a widespread phenomenon with a long
combined into a joint product or are marketed together marketing history
in some fashion -Draws attention to the brand
-Shapes the perceptions of the brand
Advantages of Co-Branding -Celebrity should have a high level of visibility and a
-Borrow needed expertise rich set of useful associations, judgments, and feelings
-Leverage equity you don’t have -Q-Ratings to evaluate celebrities
-Reduce cost of product introduction
-Expand brand meaning into related categories CELEBRITY ENDORSEMENT PROBLEMS
-Broaden meaning -Celebrity endorsers can be overused by endorsing
-Increase access points many products that are too varied.
-Source of additional revenue -There must be a reasonable match between the
celebrity and the product.
Disadvantages of Co-Branding -Celebrity endorsers can get in trouble or lose
-Loss ofcontrol popularity.
-Risk of brand equity dilution -Many consumers feel that celebrities are doing the
-Negative feedback effects endorsement for money and do not necessarily
-Lack ofbrand focus and clarity believe in the endorsed brand.
-Organizational distractions -Celebrities may distract attention from the brand.

SPORTING, CULTURAL, OR OTHER EVENTS

What is brand dilution?
-Brand dilution is when a brand stretches itself out Sponsored events can contribute to brand equity by
too thin, resulting in inferior products or services that becoming associated to the brand and improving
tarnish their name and image. Most typically, dilution brand awareness, adding new associations, or
occurs when a company enters new markets or improving the strength, favorability, and uniqueness of
industries that they don’t usually sell in. existing associations.
-The result: Coca-Cola is good at making delicious
soda, but that is the extent of their expertise. The The main means by which an event can transfer
clothes line was abandoned pretty quickly after being associations is credibility.
released.
THIRD PARTY SOURCES
Ingredient Branding Marketers can create secondary associations in a
A special case of co-branding that involves creating number of different ways by linking the brand to
brand equity for materials, components, or parts that various third-party sources.
are necessarily contained within other branded
products Third-party sources can be especially credible sources.
Examples: Marketers often feature them in advertising campaigns
Betty Crocker baking mixes with Hershey’s and selling efforts .
chocolate syrup
Intel inside Example: J.D. Power and Associates’ well- publicized
Customer Satisfaction Index
In general, ingredient branding must accomplish Reader’s Digest “SUPER BRANDS”
four tasks:
-Consumer must perceive that ingredient matters to
the performance and success of the end product
-Consumers must then be convinced that not all
ingredient brands are the same and that the ingredient
is superior
-A distinctive symbol or logo must be designed to
clearly signal to consumers that the host product
contains the ingredient
-A coordinated push and pull program must be put into
place such that consumers understand the importance
and advantages of the branded ingredient