Fall-2008-MBA-Communicating_Brand_Benefits.NO-ADS.

Fall-2008-MBA-Communicating_Brand_Benefits.NO-ADS. -...

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1   Conceptualizing Marketing Strategies and  Tactics: Communicating Brand Benefits
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2 How Attitudes and Preferences  are Formed What is your favorite brand of ________?
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3 Images of Three Hospitals  (Semantic Differential) Measuring Brand Beliefs
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4 An Attitude Model to Analyze  Consumers  Brand Perceptions A j = Σ (b ij ) A j = Attitude toward Brand j (a product or service) b ij = belief about brand j on attribute I Σ = summation over n attributes w = the goodness/importance of the attribute (w )
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5 An Alternative  Attitude Model Alternative formulation is Ideal Point Model A j = Σ (b ij - I i ) (w )
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6 Example:    Notebook Computers Importance: .40 .30 .20 .10 Brand: Memory Capacity Graphics Capability Size & Weight Price A 8 8 8 4 B 9 6 8 3 C 6 8 10 5 D 5 5 7 8
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7 Brand A  = .40(8) + .30(8) + .20(8)   + .10(4) =  7.6 0.4 0.3 0.2 0.1 Memory Graphics Size & Capacity Capability Weight 8 8 8 4 7.6 9 6 8 3 7.3 6 7 10 5 7.0 5 5 7 8 5.7 Price Example:
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8 Strategies   Suggested By Multi-Attribute Model 1. Change beliefs (b ij ) : 1-1. Modify the product’s actual attributes 1-2. Alter consumers’ beliefs about your brand 1-3. Alter consumers’ beliefs about competitors
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9 Change Beliefs 1-1. Modify the product’s actual attributes “Now with blue bleach tabs for even better brightening of your clothes . .” “ Your Ford can now allow you to speak to your CD player (Ipod meets …” “With this new material, our new chips are faster than ever before.”
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10 Change Beliefs  (cont d) 1-2. Alter consumers’ beliefs about your brand - Most common ad message strategy Oscar Meyer is the hot dog kids love to eat . .” LIFE is the most healthy cereal that kids like to eat. “Even Mikey likes it!!!” “Your telecommunications system is safe with Cisco .”
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11 John West http://www.youtube.com/watch?v=7_VlVckrUgY&feature=related http://www.youtube.com/watch?v=1BBzpLEjAr8&NR=1 Salmon.asf Salmon
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Attempts to Correct an  Incorrect Belief 12
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13 Changing Belief Strategies  (cont d) 1-3. Alter beliefs about competitors’ brands - “Competitive Repositioning” a. direct attacks b. direct comparisons c. indirect comparisons
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14 More Strategies Suggested by  Multi-attribute Model   (cont d.) 2. Change the Agenda: 2-1. Change consumers’ importance weights (w j ) for different brand beliefs Direct attempts Indirect attempts 2-2. Change the determinance of brand beliefs
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Change the Agenda  (cont’d) 2-3. Add new or overlooked benefit(s) 2-4. Change consumers’ ideal points 15
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16 Changing the Agenda  (cont d) Advertising that changes the agenda may not tell us what to think …. but it does tell us what to think about ! It sets our mental agenda. Can do this subtly without gaining much counter-arguing
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17 Change the Agenda 2-1. Change consumers’ importance weights (w j ) for different brand beliefs - (basic individual utility weights) “The most important thing about software is the company that makes it”
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18 Radio Ad for the RV Industry (June 15, 2004 on 1230 AM)
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This note was uploaded on 05/12/2010 for the course MAR 5805 taught by Professor Sawyer during the Fall '08 term at University of Florida.

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Fall-2008-MBA-Communicating_Brand_Benefits.NO-ADS. -...

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