Brand Communication intro

Brand Communication intro - Brand Communication A....

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Unformatted text preview: Brand Communication A. Convergence was an important contribution to brand consideration because of the pervasiveness of new media and new technological innovations. 1. Many have wondered where convergence would occur first. We have seen the spread of cell phones with Internet capabilities, and televisions with Internet capabilities as well. The central question seems to be, "Which piece of hardware will dominate the new household?" 2. During this iteration of the course, several new issues have added importance. Web 2.0, user ­generated content and its surrounding issues, and WiFi and the expansion of technological devices in all environments. 3. In addition to the innovations arising from new technology, there have been new ideas about management. Managers have realized that the control paradigms for management strategy are not working because of the ability of consumers and publics to take over communication about products, ideas, and organizations. B. Relationship between "brand management," "brand communication," and "brand research." 1. This course was more of a brand management and strategy class when it was first originated in the Detroit area. More concern was placed upon the financial aspects of brand management and brand equity. 2. This course is as relevant to public relations and advertising majors. Reputation and image management are related topics for public relations, advertising, and communication. The principles of branding extend to all areas. 3. Complex communication strategies for hierarchical brands and other brand architectures are especially important in retailing applications. The importance of branding A. From a heuristic point of view, branding is about profitability and stability in commercial ventures. Effective brands result in less susceptibility to persuasion. B. For Kevin Keller in Strategic Brand Management, almost anything can be branded, e.g. people (Elton John, Britney Spears, Oprah), companies, ideas (Right to Life, Blue Skies Initiative), raw materials and components (Intel Inside, Organic vegetables), even anti ­ brand movements (No Logo). C. Protecting the brand 1. In class, the example used was Regan LaMothe working for General Foods. As he traveled, part of his job was to make sure restaurants used "Jello Brand Gelatin" on their menus, rather than "Jello." 2. Failure to protect a brand can lead to loss of the brand. Also, if brand names become generic, they can then lose their trademark protection. Brands that have worried about this are "Band Aid," "Kleenex," "Xerox," and many others. D. Brand evolution 1. The life cycle of brands can be seen by looking at how brands have changed over time. For example, Aunt Jemima Pancake Mix, Betty Crocker, and Ivory Soap have changed during their life cycles to appeal to new audiences. 2. Users of brands can alter how the brand is perceived. One example used in class was Dr.Martens (Doc Martens) shoes. These shoes started as high quality work shoes; they were later adopted by consumers as an important style trend. 3. The Doc Martens example is also an example of how the manufacturer lost control of the brand, because of consumer interest in the product. For a more complete set of examples, see: Alex Whipperfurth, Brand Hijack: Marketing without Marketing. Important changes in brand history A. Beginning of brands and national advertising – Several key antecedents 1. In the early days of production, most products were manufactured near where they were sold. In class we used the example of crackers in a cracker barrel. In early general stores, the store owner could simply purchase crackers from the most inexpensive source and drop them into a bulk bin. National brands were introduced to wrestle control of profit from store owners and locate it back in the hands of the. Throughout history the control issue has been important in the development of brands, house brands, value brands, etc. 2. Before national brands could be introduced there were several antecedents. a. Mass production had to be developed in order to produce a greater supply of products. b. Astrongrailsystemwasneededtofacilitatedeliverytodistantmarkets. c. National advertising vehicles, in this case magazines and newspapers, had to be available in order to promote the brands. 3. All of these factors created consumer demand, so grocery stores had to stock the products that were demanded. B. Recessions and brands 1. There have been several influences of the economy on brands and advertising. These have been chronicled by Martin Mayer in two books: Madison Avenue U.S.A. (1991) and Whatever Happened to Madison Avenue? Advertising in the '90s. a. During recessionary times there is usually a decline in paid media, such as national television advertising. b. There is usually an increased emphasis on public relations (often considered free, even though we know better), and sales promotion. 2. In the boldest statement about the relationship, Jack and Laura Ries wrote The Fall of Advertising and the Rise of PR. In the book they argued that advertising is used to maintain brands; but that PR is essential to the introduction of brands. 3. This trend occurred earlier in a different form when Don Schultz introduced Integrated Marketing Communication or IMC. 4. Why was IMC developed? a. There was a decline in paid advertising by companies, therefore advertising agencies needed other sources of revenue. b. Salespromotionexperts,directmarketers,databasemarketers,andpublic relations counselors, had always felt their work was not considered valuable by national advertisers and advertising agencies. c. Integrated marketing communication said that the various promotion fields, advertising, sales promotion, and PR should be coordinated rather than compete for corporate dollars. d. IMC generated lots of enthusiasm, most notably at Northwester University, where Don Schultz was instrumental and in Denver, where another graduate program was developed. e. Today companies who believe in IMC have either integrated it into corporate policy or they have relegated the strategies to advertising agencies who develop integrated campaigns. f. Duringthe'90s,manyadvertisingagenciesacquiredPRfirms,salespromotion companies, and direct marketing houses to round out their offerings to clients. Unfortunately, some clients believed that coordination should occur at the manufacturer, rather than the advertising agency. Also, many advertising agencies took on more generic names. g. In recent years, the integration has spread to Internet marketing firms. Still, many advertisers haven't decided where these functions should be located. h. There are two important control issues. 1) IMC could be located with the manufacturer or with an advertising or IMC firm. 2) To date, there have not been many individuals trained to coordinate all aspects of IMC. Instead, graduates from major universities tend to specialize in one area or another. Northwestern and Denver would claim they are training such professionals. 5. Expanding technology and Web 2.0 will alter branding even more because of the engagement of individuals. Observations today A. There has been a loss of control for messaging. 1. Too many outlets. 2. Facilitated by technology and the simplicity of it. 3. Increasing transparency. B. Media technologies have changed at an exponential rate of speed. Technologies have changed who generates messages to whom. 1. Media fractured. 2. Audiences fractured by communication devices. 3. Increasing use of multiple technologies and multiple media. a. Theremaybemorefocusonhomophilousmedia. b. Attention spans are getting smaller. C. Transparency is coming. Businesses, organizations, and individuals are becoming more open. 1. If corporations don't open up; leakers will open them up. 2. Openness generates trust and reciprocal openness. 3. What does a copyright or trade secret mean? ...
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This note was uploaded on 02/16/2012 for the course ADV 843 taught by Professor Dr.keithadler during the Spring '11 term at Michigan State University.

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