Comparison of one brand with another being better

Comparison of one brand with another (being better than another brand)
o Challenger brands
 Innovation Positioning: a marketing strategy that stresses newness (based on a
commitment to r&d) as a means of differentiating a company of a brand from competing
companies and brands
 Price (value) positioning: a marketing strategy based on the premise that consumers
search for the best possible value given their economic circumstances
o Low-price positioning: Walmart
o High-price positioning: Harry Rosen
 Lifestyle (image) positioning: a marketing strategy based on intangible characteristics
associated with a lifestyle instead of tangible characteristics
o Involves emotional appeal techniques (love, fear, adventure, sex, humour) to
influence a target
 Repositioning: changing the place a product occupies in the customer’s mind, relative to
competing products
 Slogans: summarize what a brand stands for
Packaging and Brand Building
 Packaging is a key role in introductory marketing communications
o Differentiates from competition
 Brands can own a colour
o Ex coke owns red in the soft drink market – signifies power
o Dark colours project richness and common in the coffee aisle
 Good package serves 4 functions
o Protects the product, markets the product, offers convenience to consumers, is
environmentally friendly
Branding by Design
 Brand Design: a concept that attempts to include an experience in the design of a
product
o Ex: the design may trigger an emotional response
Chapter 4: Advertising Planning: Creative
Communications Essentials
 Communication: the transmission, receipt, and processing of info between a sender and
a receiver
 Encoding: the transformation of a message into a meaningful format, such as an
advertisement, a mailing piece, or an article in a newspaper
o Developing the message

 Transmission: the sending of a message through a medium such as television, radio,
newspapers, magazines, outdoor advertising, internet, etc
 Delivery complications: aka noise (any form of disruption in the transmission of a
message that could distort the impact of the message)
o The message was not in line with customer attitudes
o The message did not reach the intended target with the desired frequency
o The message delivered by the competition was more convincing
o The competition spent more on advertising and had high share of mind
o New competitors entered the market and invested heavily in advertising
 Objective is to break through the noise
 Theories of communication
o ACCA (a part of the theory called DAGMAR – Defining Advertising Goals for
Measured Advertising Response) *measurable
 Awareness: the customer learns something for the first time (ex: brand
name and primary benefit)
 Measured by aided and unaided recall tests
 Comprehension: consumer is expressing interest – message is relevant
 Measured using attitude scales (like or dislike)
 Conviction: consumer expresses stronger feelings toward the brand based
on the perceived benefits it offers – becomes the preferred brand
