Chapter 6 branding and building relationships with the database
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Chapter 6 Branding and building relationships with the database. Learning objectives. To understand how we build relationships with brands. To examine the concept of brand identity; looking at brand names, symbols and packaging.

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Chapter 6 branding and building relationships with the database

Chapter 6Branding and building relationships with the database


Learning objectives

Learning objectives

  • To understand how we build relationships with brands.

  • To examine the concept of brand identity; looking at brand names, symbols and packaging.

  • To look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers.

  • To explore the concept of engagement and how people engage with brands—emotionally, behaviourally and digitally.

  • To investigate the database as a driver of the IMC process.


Chapter 6 branding and building relationships with the database

Brand audit

Name

Brand

identity

Measuring

the brand

Symbols

Brand equity

Packaging

Brand

relationships

Building brand

relationships

Transactional & relational data

Emotional

bonding

Branding

&

Database

Database

Brand

engagement

Behavioural

bonding

Developing

the database

Digital

Database

drives

traditional &

digital media

IMC &

branding

Social

networks

Virtual

worlds

UGC

Mobile


Footy fever

Footy fever

Source: Courtesy of Brisbane Lions


What is a brand

What is a brand?

Various definitions of a brand

A brand is a perception resulting from experiences with, and information about, a company or a line of products.

Duncan, 2005

A brand can be defined as a name, symbol, logo, trademark and so forth that identifies and differentiates a product or service.

Keller, 1996


Brands vs products

Brands vs products

A brand differentiates a product from its competitors

A brand

is

more

than a product

or service

Brands have tangible & intangible qualities.

Brand value derives from a combination of both marketer activities and consumer activities.

Consumers may have both emotional and behavioural relationships with a brand.


Tangible and intangible dimensions of the brand

Tangible and intangible dimensions of the brand


Memorable brands

Memorable brands


Valuable brands

Valuable brands


Facets of a brand

Facets of a brand

Brand identity

Brand name

Brand

Brand symbols

Packaging


Brands and identity

Brands and identity

What do you think?

Is the iPhone a mobile or a must-have?


Chapter 6 branding and building relationships with the database

Brand audit

Name

Brand

identity

Measuring

the brand

Symbols

Brand equity

Packaging

Brand

relationships

Building brand

relationships

Transactional & relational data

Emotional

bonding

Branding

&

Database

Database

Brand

engagement

Behavioural

bonding

Developing

the database

Digital

Database

drives

traditional &

digital media

IMC &

branding

Social

networks

Virtual

worlds

UGC

Mobile


Packaging

Packaging


Measuring brands

Measuring brands

Brand audit

Brand equity

Measures

Brand relationship


Brand audit

Brand audit


Brand equity

Brand equity


Brand equity cont

Brand equity (cont.)


Brand relationships

Brand relationships


Top australian brands

Top Australian brands


Chapter 6 branding and building relationships with the database

Brand audit

Name

Brand

identity

Measuring

the brand

Symbols

Brand equity

Packaging

Brand

relationships

Building brand

relationships

Transactional & relational data

Emotional

bonding

Branding

&

Database

Database

Brand

engagement

Behavioural

bonding

Developing

the database

Digital

Database

drives

traditional &

digital media

IMC &

branding

Social

networks

Virtual

worlds

UGC

Mobile


Consumers and brands

Consumers and brands

Consumer bonds

Emotional bonds

Behavioual bonds

Consumers feelings about brands, the nature of any emotional rapport and the emotional state associated with the product category.

Refers to key behaviours leading to brand purchase or brand commitment.


Emotional bonds

Emotional bonds

Emotions

Personality

Product benefits


Emotional bonding

Emotional bonding


Behavioural bonds

Behavioural bonds


Engaging with consumers digital lives

1st generation

2nd generation

Brand touchpoints: multiple platforms where consumers can engage with the brand and integrate it into their lives.

3rd generation

4th generation

Engaging with consumers’ digital lives

Interactive communications:single platform communications that engage consumers where traditional medias cannot reach.

Social connectivity:converts consumers into brand ambassadors, providing tools to influence community opinions through social networks.

Brand customisation:consumers take personal ownership of the brand, by customising content and expressing their individuality.


Social networking

Social networking


Facebook

Facebook


Top ten facebook brands

Top ten Facebook brands


Reasons for unsubscribing from facebook pages

Reasons for unsubscribing from Facebook pages


Australian companies attitudes to social networking

Australian companies’ attitudes to social networking

70% intend to participate in social media

40% intend to increase the marketing budget on social media and will divert funds from other marketing activities to do so


Other brand platforms

Other brand platforms

Virtual worlds

User generated content (UGC)

Platform

Mobile advertising


User generated content

User-generated content


Chapter 6 branding and building relationships with the database

Brand audit

Name

Brand

identity

Measuring

the brand

Symbols

Brand equity

Packaging

Brand

relationships

Building brand

relationships

Transactional & relational data

Emotional

bonding

Branding

&

Database

Database

Brand

engagement

Behavioural

bonding

Developing

the database

Digital

Database

drives

traditional &

digital media

IMC &

branding

Social

networks

Virtual

worlds

UGC

Mobile


The database

The database

The database epitomises the drive for greater control, superior information, tighter targeting and more reliable measurment

Data informs

and enhances

business

decisions

Businesses

generate

transactional

data in the

normal course

of doing business

The key is to

add value to

transactions and

turn them into

relationships


The database types of data

The database: types of data

Types of data

Transactional

Relational

Quantitative data

Sales value, sales history

Qualitative data

Lifestyles, values, beliefs

Captured via:

Scanner data, credit cards, membership cards

Captured via:

Buyer-seller relationships, customer touch-points, online contacts, etc.


How database marketing works

How database marketing works


B2b database

B2B database


Sources of database information

Government agencies

e.g. ABS

  • Australia Post

List brokers

ADMA

Sources of database information

Information

Sources


Database and imc

Database and IMC


Summary and conclusions

Summary and conclusions

  • Companies use brands to relate with customers.

  • Brands transcend physical products.

  • Customers may have emotional or behavioural relationships with brands.

  • Much of our knowledge about how customers think about brands is stored electronically.

  • The database is a key driver of the IMC process.


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