3_m603F10rb_asstactics

3_m603F10rb_asstactics - Association-Building Tactics 1...

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Unformatted text preview: Association-Building Tactics 1 Association Building Tactics Association-Building Tactics Rajeev Batra Ross School of Business © Rajeev Batra Ross School of Business University of Michigan Batra’s Branding Pyramid Loyalty/Bonding Leadership Reputation Trust/Confidence D.R.U.M. Associations/Imagery Loyalty/Bonding (Strategy Æ Tactics) © Rajeev Batra 2 High Spontaneous Awareness, Identity Perceived Technical Quality Association-Building Tactics 2 Saxonville Sausage Case Strategy Æ Tactics What decision? Why (Co. History?/Situation) Should they do this? (VIVIO/Ital. Sausage SWOT) © Rajeev Batra Research Recap (Steps) NOW: Pick which one? Why? How Create? (PACKAGE) Update Strategic Analysis Gives Targeted D-R-U-M Associations = (From Upcoming VISA ID Case) + Add ¡ Leadership/Future Orientation ¡ Energy/Movement ¡ Fresh/Contemporary = Maintain ¡ Stature ¡ Credible/Trustworthy ¡ Confident- Eliminate ¡ Dated/Stodgy ¡ Boring/Dull ¡ Casual VISA INTERNATIONAL CONFIDENTIAL GBM04-155 4 Marketing Science Institute ¡ Fresh/Contemporary ¡ Straightforward ¡ Established/ Professional ¡ Reliable/Safe/Stable ¡ Trendy Exercise 8 : Yours? (Desired Map) Association-Building Tactics 3 Repeat: Brand Strategy TO Brand Expression What should our brand “mean,” In the consumer’s mind and heart? What’s the best ‘brand strategy’? (Which consumer ‘need-based’ segments? (Bus. Case) “Needs” = Desired: Be Able to /Feel like /Look like Needs Desired: Be Able to../Feel like../Look like.. Function of why/when/how/with whom used Choose associations that are most Relevant + Motivating + Competitive S&W: Must also be Differentiating, Ownable (Analytic, Rational) How do we evoke/create these “Desired “Brand Meaning…” Best “Brand Expression” = Cars/soaps © Rajeev Batra targeted brand associations/meanings? Product , Packaging, Design, Name, Price, Visual Identity, Communications Content and Style, Employee Selection and HR Policies, Physical Environment, Service Procedures… The integrated totality of our “experienced brand” (Creative…but “on strategy”) Brand as An Integrated “Package” How Might You Create Your Targeted DRUM Associations ? © Rajeev Batra 12 Association-Building Tactics 4 And employees..! Use ALL to “Express” your Brand, to Create those Targeted Associations How Might You Create Your Targeted DRUM Associations ? • Name? Logo? Symbol? • Communication Content, Tonality? “Brand Expression…” • Colors? (Industrial) Design Elements? • Employee Attitudes & Behavior? • Endorsers, Web Site, Brochures? Salesforce? VARs/Dealers? © Rajeev Batra 14 • Salesforce? VARs/Dealers? • Physical Environment? Show Booths?...
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This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

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3_m603F10rb_asstactics - Association-Building Tactics 1...

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