consumer branding and brand planning

consumer branding and brand planning PowerPoint PPT Presentation


  • 175 Views
  • Updated On :
  • Presentation posted in: General

Changes in Branding. Transactions to relationships - communication with consumer, not saleMonolog to dialog - listen to consumer, not talk to themEfficiency to effectiveness - measure behavior change from messages and incentives, not GRP or CPM. Messages vs Incentives. Messages are what the consumer should know about the brand and its benefitsIncentives are what the consumer gets for trying the brandBoth can have short-term or long-term objectives.

Related searches for consumer branding and brand planning

Download Presentation

consumer branding and brand planning

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


1. Consumer Branding and Brand Planning Meetings 10 and 11

3. Messages vs Incentives Messages are what the consumer should know about the brand and its benefits Incentives are what the consumer gets for trying the brand Both can have short-term or long-term objectives

4. Aggregates and Segments Consumer aggregates are: Current customers Competitive customers Emerging users Consumer aggregates are segmented by: Demographics, psychographics,geographics Media use, product benefits

5. Behavioral Objectives Current Users - retain, grow, migrate (messages to continue relationship) Competitive Users - trial, switch, special use (incentives to change behavior) Emerging Users - trial, total program (messages and incentives to build relationship)

6. Consumer Decision Making

7. Individualizing Consumer Profiles

8. Positioning Assumptions and Reality Brands are positioned by the marketer Brands are positioned against other brands Brand positions should remain unchanged Brands are positioned by the prospect with marketing prompts Brands are positioned against other alternatives Positioning prompts must be adapted to changes in the market

  • Login