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8/4/2019 Strategic Brand Management .
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STRATEGIC
BRANDMANAGEMENT
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BrandCommunication
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Facilitating an integrated brand through addressing four keybrand communicators.
Product/serviceStaff behavior
(personnel)
Brand¶s
values
Communication
(Image)
Environment
(experiences)
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Criteria for Communication assessment: Creativeand content fit
Creativity Content fit
Originality
-New? Surprising? Innovative?
Relevance
-Reflect target group need? Fitsstrategy?
Clarity
-Content easily and quicklyunderstood?
Differentiation
-Stand out from the clutter
Conviction
-Arguments persuasive and coherent?
Consistency
-In line with previous work/general
brand communication?Execution
-Execution consistent andprofessional?
Credibility
-Value proposition believable?
³Want ±to-see-again´ factor
-Enjoyable? Entertaining? Likable?
Activation
-Moves consumers to buy? 4/44
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A definition of marketing
communications
Marketing communications is a management
process through which an organization enters into
a dialogue with its various audiences. To
accomplish this the organization develops, presents
and evaluates a series of messages to identifiedstakeholder groups.
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The Role of IMC in Branding
� Building and maintaining brand identity and equity.
� The entire spectrum of consumer¶ awareness, knowledge, and
image of the brand as well as the company behind it.
� New ways to build brand equity as the relationship between
consumers and brand changes.
� Many different opportunities and methods for contacting
current and prospective customer to provide them with
information about a company and/or brands.
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IMC Essentials
� Behavioral Segmentation
� Brand Contacts
� Communication Effectiveness = Media CostEfficiency+Image+Impact
� Media and Non media Communication
� Going Beyond Awareness and Attitudes
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� Circular Planning
� Multi-Dimensional and Longitudinal
� Changing Mental Network
� Above-the-line and Below-the-lineCommunications
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Principles of IMC
� Consumer insight
� Definite task
� Zero-Based Planning
� Brand Knowledge and Familiarity
� Behavioral Objectives
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� Circular Planning and Spin-
off Activities
� Brand Contents and BrandContacts
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Agencies
Promotionalgoals
Promotionalstrategy
ResourcesScheduling
Marketingresearch
CoordinatedCommunication mix
IMC Strategic planning
Context analysis
Implementation
Control and evaluation
Pass
Profile
Push
Pull
Communication goals
Marketing goals
Corporate goals
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Conclusion:Key Strategic Concepts of IMC
� Using various approaches of persuasive
communications with zero-based planning
� Using both media and non media communications
� Using both above-the-line and below-the line
communications
� Beware of unplanned communication
� Be consistent: messages, mood. Tone, and brand personality
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Efficient, effective and economiccommunications
Efficient
Operations(Best use of resources)
Effective
Operations(Maximum results)
Economic
operations(Minimum cost)
Integrated marketing
communications
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The seven Levels of integration
1. Vertical objectives integration
2. Horizontal/ functional integration3. Marketing mix integration
4. Communications mix integration
5. Creative design integration
6. Internal/external integration
7. Financial integration
Level integration
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The IMC Message typology
ProductProduct PlannedPlanned
ServiceService UnplannedUnplanned
Brand
There are four basic types of brandmessages.
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1. Planned Messages
1.1 Advertising
1.2 Sales promotion
1.3 Personal sales
1.4 Merchandising materials
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1.5 Public Relations
1.6 Events1.7 Sponsorships
1.8 Packaging
1.9 Annual reports, and other publications
1.10 Direct Marketing1.11 Social Media
1.12 Show Room
1.13 Display
1.14
Call
Center1.15 Demonstration center
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Planned Communication� Seminar
� Exhibition
� Trade show� Road shows
� Service
� License
� Specialty advertising� CRM
� CEM
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2. Product Messages
2.1 Product Design
2.2 Product Performance2.3 Pricing
2.4 Place
2.5 Physical Environment
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3. Service Messages
3.1 Service representatives
3.2 Working hours
3.3 Relationship
3.4 Delivery
3.5 Equipment
3.6 Interaction3.7 Communication
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4. Unplanned Messages4.1 News stories
4.2 Gossips
4.3 Rumors
4.4 Actions of special interest groups
4.5 Comments by the trade and by
competitors
4.6 Findings by government agencies or
research institutions
4.7 Word of mouth
4.8 Employee Messages
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THE FOUR Cs OF BRANDING
Clear� Brand values must be easily understood.
� Trademarks must be easily recognised anddistinguished.
� Brand values should highlight consumer
benefits.� Brand platform and personality should be
unique and distinctive.
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Concise� Branding message should be simple.
� Brand values should have meaning to specific
target groups.
� Brand values should all be expressed in one
clear personality.
� Brand values should enable unique positioning
against competing brands.
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Consistent
� The emotional benefits of the brand must beconsistent with the rational benefits.
� Communications strategies across the business
should be coordinated.� Reminder advertising and other communications
should be consistent over time.
�Perception of the brand should be constantlyreinforced.
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Competitive
� The brand should be distinctly positioned.
� Brand values must be unique.
� Brand values should be developed to make imitation
difficult.
� Brand designs should be legally protected in all
present and potential markets.
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Purchase
Marketing and Promotions Process Model
Ultimate
Consumer
Consumer
Business
Resellers
Promotion
to final buyer
Internet/Interactive
Promotion to trade
Promotional
Decisions
Adv ertising
Direct
marketing
Interacti v e
marketing
Sales
promotion
Publicity and
public
relations
Personal
selling
Product
Decisions
Pricing
Decisions
Channel Of
DistributionDecisions
M arketing Planning Program Dev elopment
Identifying
Markets
MarketSegmentation
Selecting aTarget Market
Positioning
Through
Marketing
Strategies
Target M arketing
Process
Opportunity
Analysis
Competitive
Analysis
TargetMarketing
M arketing Strategy
and analysis
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Above-the-line VS Below-the-lineCommunications
Below The LineCommunication
Public Relations
E v ent M arketing
One-to-OneM arketing
Point of Sales M aterials
Sales Promotion
Personal Selling
Social Networks
Adv ertising Above The LineCommunication
TV
Newspaper
M agazine
Rad io
Out d oor
Online
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New IMC Space
� Traditional Media
� Non-traditional Media
� Out-of-Home Media
� Direct Marketing
� Employees
� Social Media
� Ambience
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More Opportunities in Mass Media
� Tie-in
� Placement
� Advertorial
� Infomercial
� Feature articles
� Scoop
� Interviews
� Reality show
� Sponsorship of pop culture
� Expansion of on-line communication
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Characteristics of EffectiveCommunication
� Informative
� Interactive
� Persuasive
� Experiential
� Reassuring
� Entertaining
� Illustrating
� Rewarding
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Evolution of Marketing Communications
Third Era:� Social Media� Multidirectional
� Trialogue
First Era:
� Mass media
� Unidirectional
� Monologue
Second Era:
� Interactive media
� Bidirectional
� Dialogue
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Four Sources of IMC
� Company initiated communications
� Customer initiated communications
� Unplanned or unexpected communications
± Word-of-mouth ± Mass media
± Authority
± Scholars
� Product-intrinsic communication
± Design
± Attributes
± Packaging
± quality
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Five D¶s of Innovative IMC
Five Ds of Innovative
IMC
Discov ery
Dialogue
Digital Delight
Deli v er
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Five I¶s of Innovative IMC
Five Is of Innovative
IMC
Intelligence
(More information venues)
Influence
(T rust)
Integrity
(T ransparence)
Inv ol v ement
(C ommunication and comments)
Insights
(Understanding of new customers purchasing
journey)
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Five E¶s of Innovative IMC
Five Es of Innovative
IMC
Encourageconnection
Engagement of topmanagement
Enthusiasm of customers
E v angelization of employees
Endorsement of cele rity customers
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ChangesTraditional media Social Media
Mass media advertising IMC
Above-the-line Below-the-line
Red ocean Blue ocean
Transaction Relations
Acquisition Retention
Share or market
Share of wallet
Product features Company commitment
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ChangesProduct push Customer pull
Mass market Niche market
Product for all Customization
Mass communication Data-driven
communication
Brand building Brand curating
Manipulation Collaboration
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New Marketing Space
� Personalized marketing
� Mass customized marketing
� Relationship marketing� Experiential marketing
� Cyber marketing
� Mobile marketing
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IMC Strategy
I Str t gy
Push strategy for d istribution
Pull strategy for salesv olume
Pass strategy for acceptance
Profile strategy for corporate image
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New Marketing Space
� Database development
� Consumer intelligence
� Collaboration
� Demand system
management
� Customer-based brand
equity
� Authenticity
� Youthful Affability
� Generosity
� Respect for individualism
� Transformational emotion
� Emotion and self expression(E gonomics)
� Customer relationship
management
� Customer experiencemanagement
� Customer involvement
management
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Strategic Principles
� Think brand, don¶t think ads
� Consistent communications in all contact points
� Outside-in planning
� Multiple contact points
� Media and non-media communications for high frequency of
brand contacts
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Stories Of Brand Communication
� Brand attributes
� Brand features
� Brand benefits
� Brand values
� Brand positioning � Brand promises
� Brand contexts
� Brand image
� Brand experiences
� Brand relations
� Brand symbolic meaning
� Brand associations
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5 C¶s Analysis
Sustainable Competiti v e Adv antages
Prod uct PeoplePlacePricing
Positioning
in CommunicationProd uction
M arketing Strategy for Brand ing
Customer
Analysis
Competency
Analysis
Cond ition
Analysis
Category
Analysis
Competiti v e
Analysis
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5 C¶s Analysis
Brand Relations
Brand Loyalty
Brand ExperiencesBrand Equity
Brand Inv ol v ements Brand Associations
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END.
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