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Downloads - ABC 2006 - Presentation Downloads - Brand - Advertising
Downloads - ABC 2006 - Presentation Downloads - Brand - Advertising
Downloads - ABC 2006 - Presentation Downloads - Brand - Advertising
3
|ew Branding Challenges
ƥ Brands are important as ever
ƛ Consumer need for simplification
ƛ Consumer need for risk reduction
ƥ Brand management is as difficult as ever
ƛ Savvy consumers
ƛ Increased competition
ƛ Decreased effectiveness of traditional
marketing tools and emergence of new
marketing tools
ƛ Complex brand and product portfolios
Ñ
he Customer/Brand Challenge
ƥ In this difficult environment, marketers
must have a keen understanding of:
ƛ customers
ƛ brands
ƛ the relationship between the two
-
he Concept of Brand Equity
Determinants of
Customer--Based Brand Equity
Customer
·
Building
Customer--Based Brand Equity
Customer
ƥ Brand knowledge structures depend on . . .
ƛ he initial choices for the brand elements
ƛ he supporting marketing program and the
manner by which the brand is integrated into it
ƛ Other associations indirectly transferred to the
brand by linking it to some other entities
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Benefits of
Customer--Based Brand Equity
Customer
ƥ Enjoy greater brand loyalty, usage, and
affinity
ƥ Command larger price premiums
ƥ Receive greater trade cooperation & support
ƥ Increase marketing communication
effectiveness
ƥ Yield licensing opportunities
ƥ Support brand extensions.
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Customer-Based Brand Equity
Customer-
as a ƠBridgeơ
ƥ Customer
Customer--based brand equity
represents the Ơadded valueơ endowed
to a product as a result of past
investments in the marketing of a
brand.
ƥ Customer
Customer--based brand equity provides
direction and focus to future marketing
activities
c
he Key to Branding
ƥ For branding strategies to be successful,
consumers must be convinced that there
are meaningful differences among brands
in the product or service category.
ƥ Consumer must not think that all brands in
the category are the same.
ƥ PERCEPIO| = VALUE
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Strategic Brand Management
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Motivation for
Customer--Based Brand Equity Model
Customer
ƥ Marketers know strong brands are
important but arenƞt always sure how to
build one.
ƥ CBBE model was designed to be Ʀ
ƛ comprehensive
ƛ cohesive
ƛ well-
well-grounded
ƛ up-
up-to
to--date
ƛ actionable
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Rationale of
Customer--Based Brand Equity Model
Customer
ƥ Basic premise: Power of a brand resides in the
minds of customers
ƥ Challenge is to ensure customers have the right
types of experiences with products & services
and their marketing programs to create the right
brand knowledge structures:
ƛ houghts
ƛ Feelings
ƛ Images
ƛ Perceptions
ƛ Attitudes
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Building
Customer--Based Brand Equity
Customer
ƥ Building a strong brand involves a series of steps
as part of a Ơbranding ladderơ
ƥ A strong brand is also characterized by a logically
constructed set of brand Ơbuilding blocks.ơ
ƛ Identifies areas of strength and weakness
ƛ Provides guidance to marketing activities
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Salience Dimensions
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Performance Dimensions
ƥ Brand credibility
ƛ Expertise
ƛ rustworthiness
ƛ Likability
ƥ Brand consideration
ƛ Relevance
ƥ Brand superiority
ƛ Differentiation
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Feelings Dimensions
ƥ Jarmth
ƥ Fun
ƥ Excitement
ƥ Security
ƥ Social approval
ƥ Self
Self--respect
33
Resonance Dimensions
ƥ Behavioral loyalty
ƛ Frequency and amount of repeat purchases
ƥ Attitudinal attachment
ƛ Love brand (favorite possessions; Ơa little pleasureơ)
ƛ Proud of brand
ƥ Sense of community
ƛ Kinship
ƛ Affiliation
ƥ Active engagement
ƛ Seek information
ƛ oin club
ƛ Visit web site, chat rooms
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Brand Positioning
ƥ D
c
c
ƛ arget market
ƛ |ature of competition
ƥ D
k
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ƛ Points-
Points-of
of--parity
ƥ necessary
ƥ competitive
ƛ Points-
Points-of
of--difference
ƥ strong, favorable, and unique brand associations
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Issues in Implementing
Brand Positioning
ƥ Establishing Category Membership
ƥ Identifying & Choosing POPƞs & PODƞs
ƥ Communicating & Establishing POPƞs &
PODƞs
ƥ Sustaining & Evolving PODƞs & POPƞs
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Establishing Category
Membership
ƥ Product descriptor
ƥ Exemplar comparisons
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Identifying & Choosing
POPƞs & PODƞs
ƥ D c (c
c
ƛ Personally relevant
ƛ Distinctive & superior
ƛ Believable & credible
ƥ D c (
c
ƛ Feasible
ƛ Profitable
ƛ Pre-
Pre-emptive, defensible & difficult to attack
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Major Challenges in Positioning
ƥ c & c
c (c
ƛ Price & quality
ƛ Convenience & quality
ƛ aste & low calories
ƛ Efficacy & mildness
ƛ Power & safety
ƛ Ubiquity & prestige
ƛ Comprehensiveness (variety) & simplicity
ƛ Strength & refinement
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Strategies to Reconcile
Attribute & Benefit rade-
rade-Offs
ƥ Establish separate marketing programs
ƥ Leverage secondary association (e.g., co-
co-
brand)
ƥ Re
Re--define the relationship from negative to
positive
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Sustaining & Evolving
POPƞs & PODƞs
ƥ Core Brand Values &
Core Brand Proposition
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Core Brand Values
ƥ Set of abstract concepts or phrases that
characterize the 5-
5-10 most important
dimensions of the mental map of a brand.
ƥ Relate to points-
points-of
of--parity and points-
points-of
of--
difference
ƥ Mental Map M Core Brand Values M Brand Mantra
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Brand Mantras
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Jhat Makes an Ad
Effective?
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he Roles of Advertising
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Functions of Advertising
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he Evolution of Advertising
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Current Advertising Issues
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How Brands Jork
ƥ Brand personalities
ƥ Branding
ƥ rust
ƥ Brand image
ƥ Brand relationships
ƥ Brand equity
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Role of Integrated Marketing
Communications
ƥ Marketing communications Ʀ
ƛ are the Ơvoiceơ of the brand and are a means
by which it can establish a dialogue and build
relationships with consumers.
ƛ allow marketers to inform, persuade, incent,
and remind consumers directly or indirectly
ƛ can contribute to brand equity by establishing
the brand in memory and linking strong,
favorable, and unique associations to it.
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Role of Integrated Marketing
Communications (Cont.)
ƛ Consumers can be told or shown how and why a
product is used, by what kind of person, and where
and when;
ƛ Consumers can learn about who makes the product
and what the company and brand stand for
ƛ Consumers be given an incentive or reward for trial or
usage
ƛ Brands can be linked to other Ʀ
ƥ People
ƥ Places
ƥ Events
ƥ Brands
ƥ Experiences
ƥ Feelings
ƥ hings rc
Simple est for
Marketing Communications
1. 3. 2.
Current Desired
Brand Brand
Knowledge Knowledge
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Integrated Marketing Communications
and Customer-
Customer-Based Brand Equity
ƥ One implications of the CBBE framework is
that the manner in which brand
associations are formed does not matter --
only the resulting strength, favorability,
and uniqueness
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Designing Integrated Marketing
Communications Programs
ƥ From the perspective of customer-
customer-based brand
equity, marketers should evaluate all possible
communication options available to create
knowledge structures according to effectiveness
criteria as well as cost considerations.
ƥ Different communication options have different
strengths and can accomplish different
objectives.
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Alternative Communication Options
(Consumer)
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Alternative Communication Options
(Business--to
(Business to--Business)
ƥ Media Advertising (V, radio, newspaper, magazines)
ƥ rade ournal Advertising
ƥ Interactive (on-
(on-line) Advertising & Jeb Sites
ƥ Directories
ƥ Direct Mail
ƥ Brochures & Sales Literature
ƥ Audio--Visual Presentation apes
Audio
ƥ Giveaways
ƥ Sponsorship or Event Marketing
ƥ Exhibitions, rade Shows, Conventions
ƥ Publicity or Public Relations
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Print Ad Evaluation Criteria
ƥ Is the message clear at a glance?
ƥ Is the benefit in the headline?
ƥ Does the illustration support the headline?
ƥ Does the first line of the copy support or
explain the headline and illustration?
ƥ Is the ad easy to read and follow?
ƥ Is the product easily identified?
ƥ Is the brand or sponsor clearly identified?
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Ad Campaign Considerations
ƥ Campaigns make brands -- not single ads
ƥ Be creative and develop creative themes
ƛ Avoid slavishly sticking to executional formulas
ƥ Brand communications should sing like a choir
ƛ Multiple voices
ƛ Multiple notes
ƥ Find fresh consumer insights & compelling brand
truths
ƥ Productively conduct ad research
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IMC Case Study
CMPB Success Factors
ƥ Smart strategy
ƛ Relative deprivation
ƥ Imaginative creative
ƛ Funny but relevant
ƥ Clever hook
ƛ ƠGot milk?ơ slogan
ƥ imely secondary media
ƛ In store
ƥ Right partners
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Common Mistakes in
Developing Advertising
ƥ Failure to distinguish ad positioning (what
you say) from ad creative (how you say it)
ƥ Mistaken assumptions about consumer
knowledge
ƥ Improperly positioned
ƥ Failure to break through the clutter
ƥ Distracting, overpowering creative in ads
Common Mistakes in
Developing Advertising
(cont.)
ƥ Under
Under--branded ads
ƥ Failure to use supporting media
ƥ Changing campaigns too frequently
ƥ Substituting ad frequency for ad quality
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Evaluating IMC Programs (cont.)
ƥ À - the collective effect on
brand equity in terms of
ƛ enhancing depth & breadth of awareness
ƛ improving strength, favorability, & uniqueness
of brand associations
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ƠKeller Beƞsơ
ƥ B c :
c : Use frameworks of consumer behavior
and managerial decision-
decision-making to develop well-
well-
reasoned communication programs
ƥ B c : : Fully understand consumers by using all
forms of research and always be thinking of how you
can create added value for consumers
ƥ B :: Focus message on well-
well-defined
target markets (less can be more)
ƥ B :
: reinforce your message through
consistency and cuing across all communications
ƠKeller Beƞsơ
ƥ B c
:: State your message in a unique
fashion; use alternative promotions and media
to create favorable, strong, and unique brand
associations
ƥ B :
: Monitor competition,
customers, channel members, and employees
through tracking studies
ƥ B c
c:: Understand the complexities
involved in marketing communications
ƥ B :
: ake a long-
long-term view of
communication effectiveness to build and
manage brand equity ·
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