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PART IV. MANAGING THE BRAND COMMUNICATIVE SCOPE. Price premium potentiality Preference for the Brand Purchase Intent. Accounting value of non tangibles Future profits Marketing assets. Remember you are building Asset values. Treat customer nicely

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Part iv

PART IV

MANAGING THE BRAND

COMMUNICATIVE SCOPE

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

PSU - 2006 - Global Brand Management - Alain Hutinel


Remember you are building asset values

Price premium potentiality

Preference for the Brand

Purchase Intent

Accounting value of non tangibles

Future profits

Marketing assets

Remember you are building Asset values

PSU - 2006 - Global Brand Management - Alain Hutinel


You are building loyalty to the brand so

Treat customer nicely

Keep close to him

Measure his satisfaction

Make switch cost higher

Give more than competition

Build emotional relationship

You are building loyalty to the Brand, so …

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

Brand Building takes time and is irregular

among population clusters

Bond + Affinity

Advantage

Performance

Relevance

Presence

Birth

PSU - 2006 - Global Brand Management - Alain Hutinel


Brand building is a continuous creative process

It aims at strengthening overtime, i.e. making more valuable, the perceived relationship that the different audiences have with the brand

key is VALUABLE(to the consumer...)

it therefore consists in creating & managing the meanings/experience that all contacts with the Brand bring/add to each individual the Brand wants to reach

key : ALL contacts

Brand Building is A continuous creative process

PSU - 2006 - Global Brand Management - Alain Hutinel


Create all contacts so that they bring and keep consumers in the brand s own world

Create ALL Contacts so that they bring and keepconsumers in the Brand’s own world

PSU - 2006 - Global Brand Management - Alain Hutinel


I really mean all contacts systemic approach

... I really mean ALL CONTACTS(systemic approach)

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

Performance of a « marketing contact »

ATTENTION

X

PERCEPTION

Selection

Distorsion

Retention

Memorisation

X

ATTITUDE

BEHAVIOR

RESPONSE

X

PERSUASION

PSU - 2006 - Global Brand Management - Alain Hutinel


The multi touch points integrated solution

Direct

Mail

Image TV

/Media

DR TV

/Media

Branding

Corporate

Loyalty

(CRM)

E-Media

SalesPromotion

The Multi-Touch Points Integrated Solution

WOM

BUZZ

Events/

Sponsoring

PR

Mobile

Personal

PSU - 2006 - Global Brand Management - Alain Hutinel


Integrated marketing communications model

Prod Price Dist Comm

Prod Price Dist Comm

Prod Price Dist Comm

DM ADV SP PR EV

SP DM PR EV ADV

DM ADV SP PR EV

Integrated Marketing Communications Model

Customer/Prospect Database

Database

Demographics

Psychographics

Purchase History

Category Network

Segmentation /

Classification

Loyal Users

Swing Users

Competitive Users

Contact

Management

Contact

Management

Contact

Management

Contact

Management

Communications

Objectives and

Strategy

Communications

Strategy

Communications

Strategy

Communications

Strategy

Brand

Network

Brand

Network

Brand

Network

Brand

Network

Gain / Extend

Usage

Marketing

Objectives

Maintain Usage

Build Usage

Prod Price Dist Comm

Marketing

Tools

Build Loyalty

Trial

Volume

Marketing

Communications

Tactics

Prod Price Dist Comm

Prod Price Dist Comm

ADV SP DM

SP DM ADV

SP ADV DM

DM = Direct Marketing ADV = Advertising SP = Sales Promotion PR = Public Relations EV = Event Marketing

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

Succesfull Brand launches with PR only

Apple

Microsoft

Linux

Segway

Red Bull

Zara

Viagra

Dotcoms

Starbucks

Krispy Kreme

Failures using advertising

KMX (Coca Cola)

Royal Crown

Chevrolet

Ford

…..

PSU - 2006 - Global Brand Management - Alain Hutinel


Another way of looking at it

Hybrid Contact grid

(Kotler)

+

Another Way of looking at it

+

PSU - 2006 - Global Brand Management - Alain Hutinel


Marketing contacts options

Marketing Contacts Options

PSU - 2006 - Global Brand Management - Alain Hutinel


Total brand experience

Total Brand experience

  • Individual experience

  • Shared experience

  • Individual/shared experience

  • Hybrid experience = more than one of the 5 basic experiential modules :

  • Sense, Feel, Think, Relate & Act.

PSU - 2006 - Global Brand Management - Alain Hutinel


The experiential grid

The experiential grid

PSU - 2006 - Global Brand Management - Alain Hutinel


16 types of consumption emotions experience

16 types of Consumption emotions & « experience »

PSU - 2006 - Global Brand Management - Alain Hutinel


Brand communicative strategy managerial decision tools

Brand Communicative Strategy Managerial Decision Tools

PSU - 2006 - Global Brand Management - Alain Hutinel


Traditionnal copy strategy statement insufficient for strategic creative brand management

* KEY MARKET FEATURE(S)

* POSITIONNING

* COMMUNICATION OBJECTIVES

* TARGET(S)

* PROMISE

* REASON WHY

* TONALITY OF COMMUNICATION

* CONSTRAINTS

... Why insufficient ?

TRADITIONNAL COPY STRATEGY STATEMENT INSUFFICIENT FOR STRATEGIC CREATIVE BRAND MANAGEMENT

PSU - 2006 - Global Brand Management - Alain Hutinel


The brand project the brand creative brief

The Brand «project» &The Brand creative brief

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

Lifestyles are expressions

of sub-cultures

Signs : icons, indexes

& Symbols

Heroes

Rituals

BRAND ?

Values

Expressions of

cultures

A value is a broad

Tendency to prefer

a certain state of affairs

Over others

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

  • Most typical Physical offer and salient aspects Of Brand

Most typical/salient aspects of Brand « Persona »

Most typical/active apects of Brand Culture &

Ligitimacy

Nature & activenessof Relation

established by Brand

BRAND

IDENTITY

Brand Non-Adepts’

Set of mind of Brand & of Brand Adepts

Brand Adepts’ set of mind of Brand & of

themselves

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

THE BRAND COMMUNICATIVE PROJECT

The idea is to make sure you create and build competitive meanings into the Brand.

In other words, get organised so that you really work and establish

a

"UNIQUE BRAND'S PERCEPTIVE MODEL

and a

UNIQUE WORLD AROUND YOUR BRAND »

PSU - 2006 - Global Brand Management - Alain Hutinel


The warfare brand communicative project approach

Start with a "WARFARE" Type of ANALYSIS of the market and of the competitive Brands’

PERCEPTIVE MODELS .

. Conclude and identify which brand(s) «make(s) the law or set the rules » and which «basic law/rules».

Then, BUILD YOUR BRAND PROJECT,

i.e. CREATE YOUR BRAND ’s RULES and «law».

THE « warfare » BRAND COMMUNICATIVE PROJECT APPROACH

PSU - 2006 - Global Brand Management - Alain Hutinel


Write your brand project statement

Adapt the concept to each «vector»

Organise contacts with the Brand concept in a creative & pertinent way via selected «vectors», from media to products & any pertinent support.

Create Brand offer that proves it

A vision

A mission

An objective

A demonstrated qualification for the mission

A communication concept (not just a slogan!)

WRITE YOUR BRAND PROJECT STATEMENT

PSU - 2006 - Global Brand Management - Alain Hutinel


The top 20 ad campaigns of the last 20 years adweek

The Top 20 Ad Campaigns of the Last 20 Yearsadweek

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

PSU - 2006 - Global Brand Management - Alain Hutinel


Some implications of the brand project dynamics

The Brand is a contractor

Constant creation is needed

Products/services are the proof of the brands qualification for its «mission»

need a specific managerial tool for communica-tion agency :Brand Creative Brief

(Need Also a specific managerial organization !)

Some implications of the Brand project dynamics

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

PSU - 2006 - Global Brand Management - Alain Hutinel


The brand communication creative brief

THE BRAND IDENDITY STRATEGY

It defines the BRAND’S PROJECT/TERRITORY

DIFFERENT

PERTINENT

CONNIVENT

DURABLE

THE COPY CREATIVE STRATEGY.

It defines :

THE SALE

* product advantage, * created difference,

THE RELATIONSHIP

* nature of the relationship between brand and audience.

THE BRAND COMMUNICATION CREATIVE BRIEF

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

PSU - 2006 - Global Brand Management - Alain Hutinel


You are on clan campbell estates

You are on Clan Campbell Estates

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

Ballantine's …..

Stubbornly different ???

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

???

PSU - 2006 - Global Brand Management - Alain Hutinel


Also express the brand s identity thru all communicating elements

… also express the Brand’s identity thru all communicating elements

The Brand Name

The Logo(type)

Packaging .....

....all actions of the marketing mix...

PSU - 2006 - Global Brand Management - Alain Hutinel


Another way to look at it the brand platform questionnaire

Why is the brand out there ?

What’s it’s know-how?

Where is it’s legitimate territory ?

What product(s) illustrate it best ?

What is it’s style ?

What does it want the costumer to think of himself ?

Another way to look at itThe Brand “platform” questionnaire

  • What does it bring ?

  • What’s it’s viewpoint

  • What’s it’s vision of what it sells ?

  • What values is it pro-moting ?

  • What’s it’s mission on the market

PSU - 2006 - Global Brand Management - Alain Hutinel


Managing brands in the culturally diverse global context

Managing Brands in the culturally diverse global context

PSU - 2006 - Global Brand Management - Alain Hutinel


Part iv

Remember

THE BRAND SPEECH PYRAMID

. Rarely change

Values

Always recognizable :

Territory of expression =

style of discourse +Brand roles

Brand Role & Mission

Takes environment + brand

reality into consideration

Is « re-created » constantly

Brand Offer & Scenarii

PSU - 2006 - Global Brand Management - Alain Hutinel


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