IMC Part 2 Post

IMC Part 2 Post - Integrated
Marke,ng
Communica,ons
...

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Unformatted text preview: Integrated
Marke,ng
Communica,ons
 Brands
 Chapter
17
 Brand
Terms
 •  Brand/Branding
 •  Image
 •  Iden,ty

 Brand
 •  Brands
are
names
generally
assigned
to
a
 product
or
service
or
a
group
of
 complementary
products
 Brand
 The
American
Marke,ng
Associa,on
 (AMA)
defini,on
of
a
brand
is
“a
name,

 term,
sign,
symbol,
or
design,
or
a

 combina,on
of
them,
intended
to
iden,fy

 the
goods
and
services
of
one
seller
or

 group
of
sellers
and
to
differen,ate
them

 from
those
of
compe,tors”
 Brand
 The
primary
role
of
a
brand
is
to
iden,fy
the

 goods
or
services
of
either
one
seller
or
a

 group
of
sellers
and
to
differen,ate
those

 goods
or
services
from
compe,tors.

 1 Brand
 •  Represents
an
organiza,on
and

 
reflects
its
heritage,
values,
culture,

 
people
and
strategy.
 Brand
 Brand
 •  A brand is an understanding of a product, service or company. •  A brand is a person’s gut feeling about a product, service or company. Brand
 •  A
brand
is
a
dis,nct
product,
service
or
business.
 •  A
brand
is
the
promise,
the
big
idea,
and
 expecta,ons
that
reside
in
each
customer’s
mind
 about
a
product,
service
or
company.
 Brand
 Branding
 •  It
is
the
crea,on
and
development
of
a
specific
 iden,ty
for
a
company,
product,
commodity,
group,
 or
person.
 2 Branding
 •  A
branding
program
should
be
designed
to
 differen,ate
your
product
from
all
others.
 •  Branding
is
a
complex
process.
The
goal
is:
It
is
the
 crea,on
and
development
of
a
specific
iden,ty
for
a
 company,
product,
commodity,
group,
or
person.

 Branding
 •  It
is
the
crea,on
and
development
of
a
specific
 iden,ty
for
a
company,
product,
commodity,
group,
 or
person.
 Branding
 •  Branding
is
the
process
and
the
brand
is
the
end
 result.
 •  Branding
is
the
crea,on
and
development
of
a
 personality,
an
iden,ty.
 •  Branding
is
a
sales
tool.
 Image
 •  An
image
is
based
on
the
feelings
consumers
and
 businesses
have
about
an
organiza,on
as
well
as
 evalua,ons
of
individual
brands.

 Iden,ty
 •  •  •  •  The
visual
representa,on
of
the
organiza,on
 Graphic
designs,
logos,
uniforms,
sta,onary
 Adver,sing

 Values
and
principles
employees
associate
with
the
 organiza,on
 Brand
=
Image
+
Iden,ty
 3 Building
a
Brand
 •  Be
early
–
Be
the
first
–
nobody
remembers
#
 2
 •  Be
memorable
–
stand
out,
slogan,
get
 through
the
cluWer
 •  Be
aggressive
–
Constant
messages
 •  Use
heritage
–
ci,ng
history,
product
&
 organiza,on
 •  Create
a
personality
–
Be
something
special
 Brand
–
Key
Terms
 •  Brand/Branding
 •  Iden,ty
 •  Image
 •  Brand
iden,ty
 •  Brand
image
 •  Brand
equity
 –  Brand
–
Name,
Iden,ty
and
Image
 Brand
Iden,ty
 •  Iden,ty
supports,
expresses,
communicates,
 synthesizes,
and
visualizes
the
brand.
 •  You
can
see
it,
feel
it,
touch
it,
hear
it.
 •  A
powerful
tool,
a
consistent
reminder
of
the
 meaning
of
the
brand
 Brand
Image
 •  Brand
image
–
the
development
of
a
personality
 Brand
Image
 •  Overall
consumer
percep,ons
or
end
user
feelings
 toward
a
company
along
with
its
products
or
services
 Brand
Image
 Three
components:
 •  The
degree
of
being
known
 •  Reputa,on
–
credibility
and
trust
 •  A
specific
profile
–
what
makes
it
different
 4 Brand
Equity
 •  Brand
equity
is
the
set
of
characteris,cs
unique
to
a
 brand
that
allows
the
company
to
charge
a
higher
 price
and
retain
a
greater
market
share
than
would
 otherwise
be
expected
for
an
uniden,fied
product.
 Brand
Equity
 •  The
intangible
value
of
a
company
beyond
the
value
 of
it
physical
assets
 Global
Brand
Leaders
‐
Text
 1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  Interbrand
2009
Rankings
By
Value
 1.  Coca‐Cola
 2.  IBM
 3.  Microsob
 4.  General
Electric
 5.  Nokia
 6.  McDonald’s
 7.  Google
 8.  Toyota
 9.  Intel
 10.  Disney
 Coca‐Cola
 Microsob
 IBM
 General
Electric
 Intel
 Nokia
 Disney
 McDonald’s
 Toyota
 Marlboro
 Harris
Interac,ve
Best
Brands
 
Na,onal
survey
that
asked
the
ques,on:
 

“We
would
like
you
to
think
about
brands
or
names
 of
products
or
services
you
know.
Considering
 everything,
which
three
brands
do
you
consider
the
 best?”
 $
68
billion
 


60
 


56
 


47
 


34
 


32
 


32
 


31
 


30
 Harris
Interac,ve
Best
Brands
 1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  Coca‐Cola
 Sony
 Toyota
 Dell
 Ford
 Krab
Foods
 Pepsi
Cola
 Microsob
 Apple
 Honda
 5 U.
S.
Most
Valuable
Retail
Brands
 1.  2.  3.  4.  5.  6.  7.  Integrated
Marke,ng
Communica,ons
 Walmart
 Target
 Best
Buy
 The
Home
Depot
 Walgreens
 CVS
 Sam’s
Club
 Integrated
Marke,ng
Communica,ons

 Marke-ng
   Personal
Selling
   Adver,sing
   Direct
Marke,ng
   Sales
Promo,on
   Events
   Sponsorships
 Public
Rela-ons
 •  Publicity
 Packaging
 
“In
the
consumer’s
mind,
the
package
is
the
 product.
For
many
products,
the
physical
 configura,on
embodies
the
brand’s
visual
 iden,ty”
 ‐ 
Marianne
Rosner
Klimchuck
and
Sandra
A.
 Krasovec
 
Packaging
Design
©
2006
 IMC
Ac,vi,es
 •  Movie
&
TV
Placements
 •  Packaging
 Packaging
 Benefits
of
Packaging
 •  A
product’s
packaging
can
serve
as
both
that
brand’s
image
and
iden,ty.
 The
package
can
communicate
with
consumers
via
the
imagery,
color,
 and
overall
design
of
the
packaging.
Packaging
also
allows
consumer
to
 come
to
recognize
and
visually
iden,fy
with
the
values,
quali,es,
 features,
and
aWributes
of
the
brand.
 •  Packaging
can
serve
as
“take‐home
adver,sing.”

 •  The
brand
promise
and
perceived
value
can
also
be
affected
by
the
 packaging
design.
 6 ...
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This note was uploaded on 06/13/2011 for the course JOUR 328 taught by Professor Klipstine during the Fall '10 term at South Carolina.

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