imc lecture four
DESCRIPTION
...brand positioning in an integrated marketing communications plan.TRANSCRIPT
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Integrated Marketing Communications
communications strategy branding
4
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what is a brand?
“...a special relationship with customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way a company interacts with its customers – but the whole should be much greater than the sum of the parts.”
a brand is something that creates…
CIM, 2010
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“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
Godin, 2011
what is a brand?
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a brand can be perceived as a product…
...that adds either rational and tangible dimensions (related to performance)
…or as a symbol......symbolic, emotional and intangible dimensions (related to what the brand represents)
Keller, 1997
what is a brand?
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Fill, 2011, identifies that a brand has two main attributes…
intrinsic extrinsic
functional…designperformanceingredients/componentssize/shapeprice
meaning…valuebrand imageimages of stores where soldperceptions of users of the brand
what is a brand?
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brand names need to be... memorable
likeable
adaptable
transferable
meaningful
protectable
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brand names…
should be distinctive and able to differentiate
good brand names are easy to…
say
should be transferable across products, culture and countries
spell recall
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brand constructs… a successful brand is built on six key elements…
innovation
added-value
good quality
communicative support
differentiation
De Pelsmaker et. al., 2007
internal support
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brand characteristics…
functional… the abilities, the areas where it delivers, what it does
personification… it’s humanist elements… fun, bland, exciting, adventurous, caring, stylish
relationship building…creating a three-dimensional person or character
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http://www.bestglobalbrands.com/2014/ranking/#?listFormat=sq
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brand strategies…
to start with… do you need a brand name?
is it essential?
do you need to differentiate?
branding works best as a pull strategy
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brand names…
manufacturer
productown-label
generic…synonymous?
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brand strategies…
line extension
expand on variety of offerings
accommodate needs of new segments
react to successful competitive products
command the market
deter competitors
enhance the image of the parent brand
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brand strategies…
brand extension…
existing brand into new product category
minimise risk of failure
risk of brand dilution
capitalise on image on reputation
incongruous product and brand can lead to failure without support
can capture greater market share in shorter time
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brand strategies…
corporate brand
using the name of the company for all products
commonly used by banks and financial institutions
capitalise on reputation
fairly inflexible
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brand strategies… multi-branding
different names for products or ranges in the same product category
allows finer segmentation and positioning through differentiation
easier to introduce new brands
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brand strategies…
global branding
need the required global characteristics
similar approach to extension
localised branding
similar to multi-brand
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brand portfolio...
all the brands and lines that an organisation possess
premium
the portfolio attempts to maximise market coverage via…
bastion
fighter
flanker
De Pelsmaker et. al., 2007
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brand loyalty…
Brand friend
Satisfied buyer with switching costs
Satisfied/habitual buyer
Switchers/price sensitive
committed buyer
De Pelsmaker et. al., 2007
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the future of branding? lovemarks
respect
love
sensuality
deep emotional connection
intimacy
mystery
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the future of branding…
Brand narratives
…an ongoing story
using metaphors and myths we understand…
…and connect with…
…and develop emotional attachments to
Creates identity, publicity and profit
…but what makes a good story?
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Brand story archetypes…passionate enthusiast
smart listener
likeable hero
little guy vs. big guy
inspired inventor
Cohen, 2012
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brand narratives
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What’s important here?
Theories of
…brands are highly influential in influencing behaviour
…brands have intrinsic and extrinsic factors attached to them…
…we can better understand these as functional (rational) and emotional factors
brands can be incredibly valuable and polarising
…a brand narrative helps us identify with the brand